{"id":24776,"date":"2015-03-19T09:16:00","date_gmt":"2015-03-19T09:16:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2015\/03\/19\/l-inbound-marketing-selon-la-strategie-du-sherpa-3040477.html"},"modified":"2015-03-19T09:16:00","modified_gmt":"2015-03-19T09:16:00","slug":"linbound-marketing-selon-la-strategie-du-sherpa","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/linbound-marketing-selon-la-strategie-du-sherpa\/","title":{"rendered":"L\u2019Inbound Marketing selon la Strat\u00e9gie du Sherpa"},"content":{"rendered":"

\"Szapiro.jpg\"<\/a>Gabriel Szapiro<\/strong> vient de publier L\u2019Inbound Marketing selon la Strat\u00e9gie du Sherpa<\/em> ; rencontre avec le fondateur de l\u2019agence Saphir<\/em>.<\/span><\/p>\n

MarketingIsDead :<\/strong> Tu viens de publier L\u2019Inbound Marketing selon la Strat\u00e9gie du Sherpa : en deux mot, c\u2019est quoi, l\u2019Inbound Marketing ?<\/em><\/span><\/p>\n

Gabriel Szapiro : <\/strong>L\u2019Inbound Marketing  consiste \u00e0 \u00ab Faire venir \u00e0 soi les clients au lieu d\u2019aller les chercher \u00bb. <\/em>Comment ? En s\u2019inspirant de la vision suivante : \u00ab C\u2019est dor\u00e9navant par l\u2019offre que l\u2019on suscite la demande \u2026 et non l\u2019inverse \u00bb et en s\u2019appuyant sur la strat\u00e9gie du Sherpa : Attirer, S\u00e9duire, Convertir, Permettre, Conclure et Suivre.<\/span><\/p>\n

MarketingIsDead :<\/strong> Tu commences tes conf\u00e9rences en d\u00e9clarant qu\u2019il est temps de mettre Kotler \u00e0 la poubelle \u2026 et tu joins le geste \u00e0 la parole : pourquoi une telle duret\u00e9 \u00e0 l\u2019\u00e9gard du \u00ab pape \u00bb du marketing ?<\/em><\/span><\/p>\n

Gabriel Szapiro : <\/strong>Kotler fonde toute sa strat\u00e9gie sur l\u2019analyse des besoins et ses diktats ainsi que sur la coh\u00e9rence absolue du Marketing Mix \u2026 \u00ab R\u00e9pondre aux besoins \u00bb<\/em>, tel est son leitmotiv \u2026 et pourtant :l\u2019iPhone ,l\u2019iPad, Nespresso \u2026 ne sont pas n\u00e9s d\u2019une analyse pr\u00e9alable des besoins !<\/span><\/p>\n

MarketingIsDead :<\/strong> Tu parles de la fin n\u00e9cessaire du harc\u00e8lement m\u00e9diatique \u2026<\/em><\/span><\/p>\n

Gabriel Szapiro : <\/strong>Les publics cibles, et en particuliers les internautes, se trouvent souvent harcel\u00e9s de messages intrusifs. Le contraire de l\u2019\u00e9thique et du respect, d\u2019autant plus qu\u2019aucune permission ne pr\u00e9c\u00e8de l\u2019envoi des messages.<\/span><\/p>\n

MarketingIsDead :<\/strong> Pour toi, la culture de l\u2019Inbound Marketing se d\u00e9veloppe en 4 points : innovation, obsession clients, diff\u00e9rence, impertinence : tu peux pr\u00e9ciser en quelques mots ?<\/em><\/span><\/p>\n

Gabriel Szapiro :<\/strong> L\u2019Inbound Marketing selon la strat\u00e9gie du Sherpa<\/em> se fonde  sur l\u2019art de faire venir \u00e0 soi les clients depuis la s\u00e9duction jusqu\u2019\u00e0 la conviction rationnelle.<\/span><\/p>\n

Aussi la marque doit-elle cr\u00e9er le d\u00e9sir d\u2019en savoir plus  pour susciter l\u2019envie de devenir client.<\/span><\/p>\n

Le d\u00e9sir se r\u00e9v\u00e8le selon 4 cultures : l\u2019Innovation par la cr\u00e9ation de nouvelles prestations  ou produits, l\u2019Obsession clients par  des messages s\u2019adressant sp\u00e9cifiquement aux stimuli affectifs et rationnels des clients (Buyers-Personas), la Diff\u00e9rence via un positionnement diff\u00e9renciateur et l\u2019Impertinence par un discours attrayant et inattendu (fond\u00e9 souvent sur le storytelling).<\/span><\/p>\n

MarketingIsDead :<\/strong> Il faut privil\u00e9gier le d\u00e9sir, la raison n\u2019est pas tout : Damasio avait bien raison de critiquer \u00ab l\u2019erreur de Descartes \u00bb.<\/em><\/span><\/p>\n

Gabriel Szapiro : <\/strong>Le d\u00e9sir pr\u00e9c\u00e8de le besoin \u2026 Comme le dit Spinoza : \u00ab Je ne d\u00e9sire pas les choses parce qu\u2019elles sont belles et bonnes ,c\u2019est parce que je les d\u00e9sire, qu\u2019elles sont belles et bonnes \u00bb<\/em>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Gabriel Szapiro vient de publier L\u2019Inbound Marketing selon la Strat\u00e9gie du Sherpa ; rencontre avec le fondateur de l\u2019agence Saphir. MarketingIsDead : Tu viens de publier L\u2019Inbound Marketing selon la Strat\u00e9gie du Sherpa : en deux mot, c\u2019est quoi, l\u2019Inbound Marketing ? Gabriel Szapiro : L\u2019Inbound Marketing  consiste \u00e0…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[],"yoast_head":"\nL\u2019Inbound Marketing selon la Strat\u00e9gie du Sherpa - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/linbound-marketing-selon-la-strategie-du-sherpa\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019Inbound Marketing selon la Strat\u00e9gie du Sherpa - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Gabriel Szapiro vient de publier L\u2019Inbound Marketing selon la Strat\u00e9gie du Sherpa ; rencontre avec le fondateur de l\u2019agence Saphir. 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