{"id":25057,"date":"2016-06-13T11:19:21","date_gmt":"2016-06-13T11:19:21","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25057"},"modified":"2016-06-13T16:42:10","modified_gmt":"2016-06-13T16:42:10","slug":"laurence-duchier-gen-z","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/laurence-duchier-gen-z\/","title":{"rendered":"Laurence Duchier et la Gen Z"},"content":{"rendered":"<p>Directrice Associ\u00e9e d\u2019<a href=\"http:\/\/adwise-research.com\/fr\/\">Adwise<\/a>, <strong>Laurence Duchier<\/strong> se passionne pour la danse contemporaine, le v\u00e9lo \u00e0 Paris et le plaisir \u00e0 table\u00a0; elle lance la premi\u00e8re \u00e9tude en souscription avec une communaut\u00e9 sur la Gen Z.<\/p>\n<p><strong>MarketingIsDead : <\/strong><em>Qu\u2019est-ce qui vous a amen\u00e9s \u00e0 vous int\u00e9resser \u00e0 la Gen\u00e9ration Z\u00a0? <\/em><\/p>\n<p><strong>Laurence Duchier\u00a0:<\/strong> La g\u00e9n\u00e9ration Z est int\u00e9ressante non seulement parce qu\u2019elle va d\u00e9finir le monde de demain, mais aussi parce qu\u2019elle dessine des contours r\u00e9ellement diff\u00e9rents de la g\u00e9n\u00e9ration pr\u00e9c\u00e9dente, la G\u00e9n\u00e9ration Y.<\/p>\n<p>En effet, n\u00e9e apr\u00e8s 1995, c\u2019est la premi\u00e8re g\u00e9n\u00e9ration qui est n\u00e9e et a grandi avec l\u2019Internet mobile et voit s\u2019ouvrir un nouveau monde fond\u00e9 sur l\u2019ouverture, l\u2019\u00e9mergence de mod\u00e8les alternatifs \u2013 open, partage, collaboratif \u2013 et plus seulement un monde qui s\u2019\u00e9croule comme c\u2019\u00e9tait le cas pour la g\u00e9n\u00e9ration Y\u2026<\/p>\n<p>La g\u00e9n\u00e9ration Z s\u2019approprie ces nouveaux codes et s\u2019engage de fa\u00e7on confiante dans les mod\u00e8les \u00e9conomiques \u00e9mergents. Nous avons d\u00e9cid\u00e9 de d\u00e9dier une communaut\u00e9 \u00e0 la GenZ pour la suivre au plus pr\u00e8s et mettre nos enseignements au service de la strat\u00e9gie de nos clients \u2013 innovation, communication, positionnement \u2026<\/p>\n<p><strong>MarketingIsDead : <\/strong><em>Quel est l\u2019enseignement principal de l\u2019\u00e9tude\u00a0? <\/em><\/p>\n<p><strong>Laurence Duchier\u00a0:<\/strong> La Gen Z d\u00e9finit un nouvel ordre, fond\u00e9 sur une vision du travail et de l\u2019entreprise qui change radicalement la donne\u00a0: elle aspire \u00e0 des relations horizontales, au sein de structures souples et flexibles qui lui permettent de r\u00e9pondre \u00e0 ses attentes d\u2019ind\u00e9pendance et d\u2019\u00e9quilibre.<\/p>\n<p>Cette g\u00e9n\u00e9ration recherche la libre expression \u2013 n\u2019oublions pas qu\u2019elle le pratique au quotidien via les r\u00e9seaux sociaux \u2013 et la valorisation de la prise d\u2019autonomie, quitte \u00e0 remettre en question la hi\u00e9rarchie et l\u2019autorit\u00e9 de l\u2019employeur\u00a0!<\/p>\n<p>La Gen Z est telle un ph\u00e9nix et se projette \u00e0 travers plusieurs vies professionnelles, plusieurs s\u00e9quences qui s\u2019enchaineront, sans avoir peur de se tromper et en se renouvelant sans cesse\u00a0: c\u2019est une r\u00e9volution en profondeur pour le monde de l\u2019entreprise et le management.<\/p>\n<p>En outre, elle envisage son avenir professionnel sous l\u2019angle de la passion et du sens et pour s\u2019\u00e9panouir pleinement, nombreux sont ceux qui se voient libres d\u2019entreprendre, de s\u2019installer \u00e0 leur compte, tout en cr\u00e9ant un r\u00e9seau et en travaillant \u00e0 plusieurs\u00a0: c\u2019est aussi la g\u00e9n\u00e9ration du do-it-together.<\/p>\n<p><strong>MarketingIsDead : <\/strong><em>Quelles incidences pour le marketing de demain\u00a0? <\/em><\/p>\n<p><strong>Laurence Duchier\u00a0:<\/strong> Plusieurs \u00e9l\u00e9ments se d\u00e9tachent \u00e0 ce stade.<\/p>\n<p>Cela peut para\u00eetre \u00e9vident mais l\u2019omnicanal est un must-have pour toucher la GenZ, g\u00e9n\u00e9ration qui vit \u00e0 travers plusieurs \u00e9crans \u2013 smartphone, tablette, ordinateur, TV \u2013 avec la n\u00e9cessit\u00e9 de d\u00e9velopper des formats courts, inventifs et reli\u00e9s \u00e0 un r\u00e9el int\u00e9r\u00eat\u00a0: c\u2019est la cible r\u00eav\u00e9e pour l\u2019Inbound marketing\u00a0!<\/p>\n<p>La communication sur les r\u00e9seaux sociaux est \u00e9galement une priorit\u00e9, avec un r\u00e9el travail de distinction \u00e0 op\u00e9rer pour identifier les r\u00e9seaux sociaux que la GenZ utilise et valorise\u00a0: nous le voyons concr\u00e8tement avec la mont\u00e9e en puissance de Snapchat qui correspond \u00e0 l\u2019\u00e9ph\u00e9m\u00e8re recherch\u00e9 sur Internet, alors que Facebook perd de la vitesse, notamment aupr\u00e8s des plus jeunes.<\/p>\n<p>Enfin les valeurs de transparence, d\u2019authenticit\u00e9 et d\u2019\u00e9thique sont au c\u0153ur des pr\u00e9occupations de la GenZ et m\u00e9ritent une attention particuli\u00e8re de la part des marques.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Directrice Associ\u00e9e d\u2019Adwise, Laurence Duchier se passionne pour la danse contemporaine, le v\u00e9lo \u00e0 Paris et le plaisir \u00e0 table\u00a0; elle lance la premi\u00e8re \u00e9tude en souscription avec une communaut\u00e9 sur la Gen Z. MarketingIsDead : Qu\u2019est-ce qui vous a amen\u00e9s \u00e0 vous int\u00e9resser \u00e0&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25060,"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":[150],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Laurence Duchier et la Gen Z - 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\/laurence-duchier-gen-z\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Laurence Duchier et la Gen Z - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Directrice Associ\u00e9e d\u2019Adwise, Laurence Duchier se passionne pour la danse contemporaine, le v\u00e9lo \u00e0 Paris et le plaisir \u00e0 table\u00a0; elle lance la premi\u00e8re \u00e9tude en souscription avec une communaut\u00e9 sur la Gen Z. 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Ou plut\u00f4t non\u00a0: tout va de plus en\u2026","rel":"","context":"Dans &quot;Actualit\u00e9&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/02\/ampoule-led-a60-e27-twisted-loop-3-watt-eq-225-watt.jpg?fit=395%2C395&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25057"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25057"}],"version-history":[{"count":1,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25057\/revisions"}],"predecessor-version":[{"id":25059,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25057\/revisions\/25059"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25060"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25057"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25057"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25057"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}