{"id":25249,"date":"2016-11-29T10:29:38","date_gmt":"2016-11-29T10:29:38","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25249"},"modified":"2016-11-29T10:30:16","modified_gmt":"2016-11-29T10:30:16","slug":"laurent-ponthou-100-pages-ca-suffit","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/laurent-ponthou-100-pages-ca-suffit\/","title":{"rendered":"Laurent Ponthou : 100 pages, \u00e7a suffit !"},"content":{"rendered":"<p>Mon ami <strong>Laurent Ponthou<\/strong>, Directeur de la transformation \u00e0 la Direction Innovation, Marketing et Technologies d&rsquo;Orange, exprime son avis d\u2019expert sur la probl\u00e9matique de l\u2019innovation\u00a0dans Marketing : 100 pages, \u00e7a suffit !<\/p>\n<p>Pour innover aujourd\u2019hui, il n\u2019est plus possible de partir d\u2019un cahier des charges dict\u00e9 par un service marketing qui conduira, quelques mois plus tard, \u00e0 une offre sur le march\u00e9.<\/p>\n<p>Sous l\u2019impulsion du num\u00e9rique, qui a p\u00e9n\u00e9tr\u00e9 toutes les sph\u00e8res de la soci\u00e9t\u00e9 et des entreprises, tout va trop vite, tant les mutations d\u2019un march\u00e9, o\u00f9 une startup peut remettre en cause rapidement des positions bien \u00e9tablies, que les \u00e9volutions des attentes de clients sursollicit\u00e9s.<\/p>\n<p>Pour qu\u2019une innovation soit un succ\u00e8s sur son march\u00e9, elle doit d\u2019abord \u00eatre pertinente, c\u2019est-\u00e0-dire centr\u00e9e sur les clients et les priorit\u00e9s business. Pour identifier de bonnes pistes, les techniques d\u2019observation des tendances qui inspirent les innovateurs (tendances soci\u00e9tales, \u00e9volutions des march\u00e9s, ruptures technologiques, apparition de nouveaux usages) ont fortement \u00e9volu\u00e9es : nouveaux outils comme l\u2019analyse en temps r\u00e9el des activit\u00e9s sur Internet, majoritairement utilis\u00e9 sur mobile, ou le big data, qui permet de croiser des donn\u00e9es de toutes sortes.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Ponthou.jpg\"><img data-attachment-id=\"25250\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/laurent-ponthou-100-pages-ca-suffit\/ponthou\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Ponthou.jpg?fit=287%2C286&amp;ssl=1\" data-orig-size=\"287,286\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;4&quot;,&quot;credit&quot;:&quot;Christian DO CAO&quot;,&quot;camera&quot;:&quot;Canon EOS 5D Mark III&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1475255736&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;70&quot;,&quot;iso&quot;:&quot;100&quot;,&quot;shutter_speed&quot;:&quot;0.00625&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"ponthou\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Ponthou.jpg?fit=287%2C286&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Ponthou.jpg?fit=287%2C286&amp;ssl=1\" loading=\"lazy\" class=\"size-full wp-image-25250 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Ponthou.jpg?resize=287%2C286\" alt=\"ponthou\" width=\"287\" height=\"286\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Ponthou.jpg?w=287&amp;ssl=1 287w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Ponthou.jpg?resize=150%2C150&amp;ssl=1 150w\" sizes=\"(max-width: 287px) 100vw, 287px\" data-recalc-dims=\"1\" \/><\/a>Elle doit aussi \u00eatre plus performante, ce qui sous-entend de progresser sur :<\/p>\n<ul>\n<li>l\u2019exp\u00e9rience client : l\u2019offre en d\u00e9veloppement est confront\u00e9e tr\u00e8s r\u00e9guli\u00e8rement aux clients (maquettes, prototypes, interfaces, sc\u00e9narios, parties de logiciels) pour s\u2019assurer d\u2019une part qu\u2019elle correspond au moins \u00e0 un b\u00e9n\u00e9fice pour lui, si ce n\u2019est un besoin, et d\u2019autre part, au niveau de qualit\u00e9 attendu (user experience, pas de bugs, diff\u00e9renciation par rapport \u00e0 la concurrence) qui justifiera son positionnement et son prix.<\/li>\n<li>l\u2019agilit\u00e9 : les feed backs recueillis doivent \u00eatre r\u00e9inject\u00e9s sans douleur dans le d\u00e9veloppement de l\u2019offre. L\u2019\u00e9volutivit\u00e9 s\u2019\u00e9tend aussi apr\u00e8s la mise sur le march\u00e9 (mise \u00e0 jour r\u00e9guli\u00e8re d\u2019une App, par exemple)<\/li>\n<li>l\u2019ouverture : les offres sont ouvertes \u00e0 des partenaires de l\u2019\u00e9cosyst\u00e8me (startups, fournisseurs, ou via des APIs par exemple) qui viennent renforcer sa valeur aupr\u00e8s des clients. Dans un grand groupe comme Orange, c\u2019est aussi faciliter les \u00e9changes et les coop\u00e9rations entre les \u00e9quipes d\u2019innovation. La mise en place \u00e0 Chatillon d\u2019un campus rassemblant les \u00e9quipes d\u2019innovation et les comp\u00e9tences en marketing, technique, design, \u2026 le symbolise, pour favoriser la rencontre des id\u00e9es et des savoir-faire, et acc\u00e9l\u00e9rer l\u2019innovation.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Mon ami Laurent Ponthou, Directeur de la transformation \u00e0 la Direction Innovation, Marketing et Technologies d&rsquo;Orange, exprime son avis d\u2019expert sur la probl\u00e9matique de l\u2019innovation\u00a0dans Marketing : 100 pages, \u00e7a suffit ! Pour innover aujourd\u2019hui, il n\u2019est plus possible de partir d\u2019un cahier des charges&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25250,"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":[151],"tags":[177,161,226,227],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Laurent Ponthou : 100 pages, \u00e7a suffit ! - 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=\"https:\/\/consumerinsight.eu\/marketingisdead\/laurent-ponthou-100-pages-ca-suffit\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Laurent Ponthou : 100 pages, \u00e7a suffit ! - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Mon ami Laurent Ponthou, Directeur de la transformation \u00e0 la Direction Innovation, Marketing et Technologies d&rsquo;Orange, exprime son avis d\u2019expert sur la probl\u00e9matique de l\u2019innovation\u00a0dans Marketing : 100 pages, \u00e7a suffit ! 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Dans ce cadre, Xavier Charpentier, Laurent Ponthou, Frank Rosenthal et moi-m\u00eame avons initi\u00e9 une r\u00e9flexion sur les \u00ab\u00a0nouveaux entrants\u00a0\u00bb \u2026 que selon l\u2019avanc\u00e9e de nos travaux \u2013 et notre humeur\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Hansen.jpg?fit=539%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25837,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-de-damien-douani\/","url_meta":{"origin":25249,"position":1},"title":"Le marketing et ses outsiders : le point de vue de Damien Douani","date":"13 novembre 2018","format":"gallery","excerpt":"Avec mes amis du Conseil Scientifique de l\u2019Adetem, nous nous penchons sur le futur de notre profession \u2013 vaste sujet\u00a0! Dans ce cadre, Xavier Charpentier, Laurent Ponthou, Frank Rosenthal et moi-m\u00eame avons initi\u00e9 une r\u00e9flexion sur les \u00ab\u00a0nouveaux entrants\u00a0\u00bb \u2026 que selon l\u2019avanc\u00e9e de nos travaux \u2013 et notre humeur\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/Damien-Douani.jpg?fit=530%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25200,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/100-pages-ca-suffit-preface-de-pierre-volle\/","url_meta":{"origin":25249,"position":2},"title":"100 pages, \u00e7a suffit\u00a0! Pr\u00e9face de Pierre Volle","date":"7 novembre 2016","format":"gallery","excerpt":"Mon ami Pierre Volle, Professeur \u00e0 Paris-Dauphine et Pr\u00e9sident honoraire de l\u2019AFM, a eu la gentillesse de r\u00e9diger la pr\u00e9face de Marketing\u00a0: 100 pages, \u00e7a suffit\u00a0! Pour un livre qui se donne comme projet de pr\u00e9senter l\u2019essentiel du marketing en 100 pages, rien de tel qu\u2019une pr\u00e9face\u2026 courte ! Oui,\u2026","rel":"","context":"Dans &quot;Livres&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Pierre-Volle.jpg?fit=842%2C562&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25862,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-de-thomas-ollivier\/","url_meta":{"origin":25249,"position":3},"title":"Le marketing et ses outsiders : le point de vue de Thomas Ollivier","date":"5 d\u00e9cembre 2018","format":"gallery","excerpt":"Avec mes amis du Conseil Scientifique de l\u2019Adetem, nous nous penchons sur le futur de notre profession \u2013 vaste sujet\u00a0! Dans ce cadre, Xavier Charpentier, Laurent Ponthou, Frank Rosenthal et moi-m\u00eame avons initi\u00e9 une r\u00e9flexion sur les \u00ab\u00a0nouveaux entrants\u00a0\u00bb \u2026 que selon l\u2019avanc\u00e9e de nos travaux \u2013 et notre humeur\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/12\/Thomas-Ollivier.jpg?fit=529%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25223,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/alain-beauvieux-100-pages-ca-suffit\/","url_meta":{"origin":25249,"position":4},"title":"Alain Beauvieux\u00a0: 100 pages, \u00e7a suffit !","date":"21 novembre 2016","format":"gallery","excerpt":"Mon ami Alain Beauvieux, Fondateur et ancien CEO d\u2019AMI Software, exprime son avis d\u2019expert sur le march\u00e9 de la Business Intelligence dans Marketing : 100 pages, \u00e7a suffit ! Donn\u00e9es externes\u00a0: le nouvel enjeu des entreprises\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1.0, 2.0, 3.0\u00a0: \u00e0 d\u00e9faut d\u2019\u00eatre s\u00e9mantique, le Web a consid\u00e9rablement modifi\u00e9 l\u2019acc\u00e8s \u00e0\u2026","rel":"","context":"Dans &quot;Livres&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/ami-software-alain-beauvieux.jpg?fit=413%2C363&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25858,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-de-jean-marc-goachet\/","url_meta":{"origin":25249,"position":5},"title":"Le marketing et ses outsiders\u00a0: le point de vue de Jean-Marc Goachet","date":"30 novembre 2018","format":false,"excerpt":"Avec mes amis du Conseil Scientifique de l\u2019Adetem, nous nous penchons sur le futur de notre profession \u2013 vaste sujet\u00a0! Dans ce cadre, Xavier Charpentier, Laurent Ponthou, Frank Rosenthal et moi-m\u00eame avons initi\u00e9 une r\u00e9flexion sur les \u00ab\u00a0nouveaux entrants\u00a0\u00bb \u2026 que selon l\u2019avanc\u00e9e de nos travaux \u2013 et notre humeur\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/FLPO1807129077-SOLO1-EVER-021.jpg?fit=1145%2C1200&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25249"}],"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=25249"}],"version-history":[{"count":1,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25249\/revisions"}],"predecessor-version":[{"id":25251,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25249\/revisions\/25251"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25250"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25249"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25249"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25249"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}