{"id":25168,"date":"2016-10-12T14:02:14","date_gmt":"2016-10-12T14:02:14","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25168"},"modified":"2016-10-12T14:02:48","modified_gmt":"2016-10-12T14:02:48","slug":"clefs-de-confiance","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/clefs-de-confiance\/","title":{"rendered":"Les clefs de la confiance"},"content":{"rendered":"<p>Les consommateurs se tournent de plus en plus vers leurs semblables \u2013 en fait, de parfaits inconnus la plupart du temps, pompeusement baptis\u00e9s de tiers de confiance \u2013 par m\u00e9fiance dans les produits, les services, les marques, les institutions\u00a0\u2026 en un mot, tout ce qu\u2019il y avait encore quelques ann\u00e9es \u00e9tait cens\u00e9 les rassurer\u00a0!<\/p>\n<p>Il n\u2019y a plus de \u00ab\u00a0bonnes marques\u00a0\u00bb, juste des marques dont nos \u00ab\u00a0amis\u00a0\u00bb disent du bien sur les m\u00e9dias sociaux\u00a0: les fondements du marketing s\u2019effondrent-ils\u00a0?<\/p>\n<p>La situation n\u2019est peut-\u00eatre cependant pas si d\u00e9sesp\u00e9r\u00e9e, il y a des moyens de restaurer cette confiance.<\/p>\n<p>C\u2019est ce \u00e0 quoi va s\u2019attacher l\u2019<strong>Adetem Factory<\/strong>, au travers de keynotes, t\u00e9moignages, d\u00e9bats, atelier, le 24 Novembre 2016\u00a0: gr\u00e2ce \u00e0 l\u2019Adetem \u2013 une institution qui a toute la confiance des marketers \u2013 venez d\u00e9couvrir\u00a0:<\/p>\n<ul>\n<li>Comment utiliser les m\u00e9dias sociaux pour retisser un lien de confiance ?<\/li>\n<li>Quels sont les leviers pour regagner la confiance des clients qui vous bousculent ?<\/li>\n<li>Quelles sont les meilleures initiatives d&rsquo;un marketing responsable ET successful ?<\/li>\n<li>Que faire quand changer (de discours, de produit, de secteur) est devenu une question de survie ?<\/li>\n<\/ul>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg\"><img data-attachment-id=\"25169\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/clefs-de-confiance\/factory\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?fit=1048%2C413&amp;ssl=1\" data-orig-size=\"1048,413\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"factory\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?fit=300%2C118&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?fit=1024%2C404&amp;ssl=1\" loading=\"lazy\" class=\"size-medium wp-image-25169 aligncenter\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?resize=300%2C118\" alt=\"factory\" width=\"300\" height=\"118\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?resize=300%2C118&amp;ssl=1 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?resize=768%2C303&amp;ssl=1 768w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?resize=1024%2C404&amp;ssl=1 1024w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?resize=600%2C236&amp;ssl=1 600w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?resize=700%2C276&amp;ssl=1 700w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?w=1048&amp;ssl=1 1048w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p>Venez \u00e9couter Jean-Marie Dru, David Garbous, S\u00e9verine Roullet Furnemont, Antonio Casilli et bien d\u2019autres encore \u2026 Venez partagez les r\u00e9flexions du Conseil Scientifique de l\u2019Adetem, venez brainstormer et r\u00e9inventer votre m\u00e9tier \u2026<\/p>\n<p>Ce sera \u00e0 l\u2019Adetem Factory, et nulle part ailleurs, et pour s\u2019inscrire, c\u2019est <a href=\"http:\/\/adetemfactory.org\/\">ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les consommateurs se tournent de plus en plus vers leurs semblables \u2013 en fait, de parfaits inconnus la plupart du temps, pompeusement baptis\u00e9s de tiers de confiance \u2013 par m\u00e9fiance dans les produits, les services, les marques, les institutions\u00a0\u2026 en un mot, tout ce qu\u2019il&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25169,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[130],"tags":[168],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les clefs de la confiance - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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: de l\u2019attachement \u00e0 la d\u00e9fiance","date":"12 avril 2018","format":"gallery","excerpt":"La rumeur court que chez un grand op\u00e9rateur de la t\u00e9l\u00e9vision, existe une salle capitonn\u00e9e o\u00f9 les clients m\u00e9contents peuvent de d\u00e9fouler ; bien s\u00fbr, ce n\u2019est qu\u2019une rumeur mais \u2026 Le marketing \u00ab traditionnel \u00bb parle \u2013 bien au-del\u00e0 de la satisfaction client \u2013 de confiance, d\u2019attachement \u00e0 la\u2026","rel":"","context":"Dans &quot;Actualit\u00e9&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?fit=1200%2C799&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26113,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/les-francais-leurs-budgets-et-les-marques-2\/","url_meta":{"origin":25168,"position":1},"title":"Les Fran\u00e7ais, leurs budgets et les marques #2","date":"2 f\u00e9vrier 2020","format":"gallery","excerpt":"2nde partie de ma contribution au livre blanc\u00a0: Imaginer l\u2019assurance de demain, publi\u00e9 par le Think Tank Demain l\u2019assurance, t\u00e9l\u00e9chargeable ici. Et les grands perdants sont \u2026 les marques\u00a0! Face \u00e0 une telle situation, bon nombre de consommateurs font d\u00e9velopper des r\u00e9actions d\u2019adaptation, voire de survie\u00a0: comment pr\u00e9server \u2013 ou\u2026","rel":"","context":"Dans &quot;Demain l\u2019assurance&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/01\/LB.jpg?fit=435%2C372&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26202,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/des-gentils-bisounours-aux-vilains-trolls-2\/","url_meta":{"origin":25168,"position":2},"title":"Des gentils Bisounours aux vilains Trolls #2","date":"18 juin 2020","format":"gallery","excerpt":"2\u00e8me partie de ma contribution \u00e0 l\u2019ouvrage collectif WEB 2.0 15 ans d\u00e9j\u00e0 et apr\u00e8s\u00a0?\u00a0; pour lire celles de mes copains, le livre s\u2019ach\u00e8te ici \u2026 et pour relire la 1\u00e8re partie, c\u2019est ici. Aujourd\u2019hui des vid\u00e9os comme \u00ab\u00a0Les marques nous mentent-elles ?\u00a0\u00bb cartonnent \u00e0 plus de 2 millions de\u2026","rel":"","context":"Dans &quot;Livres&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/03\/Image-Livre-15ansWeb20-plat-3D.jpg?fit=358%2C479&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26440,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/philippe-rondeau-et-la-grande-rebellion-des-consommateurs\/","url_meta":{"origin":25168,"position":3},"title":"Philippe Rondeau et la grande r\u00e9bellion des consommateurs","date":"17 mai 2021","format":"gallery","excerpt":"Le marketing a trop souvent consid\u00e9r\u00e9 les consommateurs comme des cibles taillables \u00e0 merci, pourvu qu\u2019on leur propose des produits et\/ou services \u00e0 peu pr\u00e8s adapt\u00e9s \u00e0 leurs besoin \u2026 sauf qu\u2019aujourd\u2019hui, \u00e7a marche de moins en moins \u2013 voire plus du tout selon les populations \u00e0 qui on s\u2019adresse\u00a0:\u00a0la\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2021\/05\/Phillippe-Rondeau-27-03-12-41.jpg?fit=600%2C600&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26008,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/des-gentils-bisounours-aux-vilains-trolls\/","url_meta":{"origin":25168,"position":4},"title":"Des gentils Bisounours aux vilains Trolls","date":"23 septembre 2019","format":"gallery","excerpt":"Il y avait bien d\u00e9j\u00e0 eu un 1er travail de sape d\u00e8s 1976 avec le lancement des Produits Libres par Carrefour\u00a0: d\u00e9sormais, ce n\u2019est la marque du fabricant qui cautionne le produit, mais l\u2019enseigne qui le distribue. Il y avait bien eu aussi une alerte \u00e0 la fin des ann\u00e9es\u2026","rel":"","context":"Dans &quot;Actualit\u00e9&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/09\/P1500770.jpg?fit=538%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26834,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-pour-humaniser-et-simplifier-un-monde-complexe-par-kamel-ouadi\/","url_meta":{"origin":25168,"position":5},"title":"Le marketing pour humaniser et simplifier un monde complexe, par Kamel Ouadi","date":"23 septembre 2024","format":"gallery","excerpt":"Kamel Ouadi, CMO de Devialet, interviendra le 17 Octobre 2024 lors de la matin\u00e9e du Comit\u00e9 Scientifique de l\u2019Adetem\u00a0: Le dernier d\u00e9fi du marketing : r\u00e9former l\u2019entreprise\u00a0! 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