{"id":25275,"date":"2016-12-09T18:02:38","date_gmt":"2016-12-09T18:02:38","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25275"},"modified":"2016-12-09T18:02:38","modified_gmt":"2016-12-09T18:02:38","slug":"consommateur-digital-de-nicolas-riou","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/","title":{"rendered":"Le consommateur digital de Nicolas Riou"},"content":{"rendered":"<p>Quelques questions \u00e0 <strong>Nicolas Riou<\/strong> qui vient de publier\u00a0: <strong>Le consommateur digital<\/strong><\/p>\n<p><strong>Marketing Is Dead\u00a0:<\/strong> <em>Nicolas, tu consacres ton dernier livre au \u00ab\u00a0Consommateur digital\u00a0\u00bb\u00a0: mais \u00e7a fait depuis pr\u00e8s de 20 ans qu\u2019il est devenu digital, le consommateur fran\u00e7ais \u2026<\/em><\/p>\n<p><strong>Nicolas Riou\u00a0:<\/strong> Tu commences tr\u00e8s fort\u2026 et tu as tout \u00e0 fait raison. Parler du consommateur digital revient \u00e0 parler du consommateur \u00ab\u00a0tout court\u00a0\u00bb. Nous sommes tous baign\u00e9s dans le digital. N\u00e9anmoins, son r\u00f4le dans nos choix, nos d\u00e9cisions de consommation, nos parcours d\u2019achat s\u2019est fortement intensifi\u00e9 ces derni\u00e8res ann\u00e9es. Ce qui m\u2019int\u00e9resse c\u2019est de comprendre les nouvelles pratiques de consommation, le nouveau mod\u00e8le en train d\u2019\u00e9merger.<\/p>\n<p>Il affecte tous les niveaux de la consommation\u00a0:<\/p>\n<ul>\n<li>les usages sont modifi\u00e9s avec par exemple le d\u00e9veloppement du collaboratif, l\u2019\u00e9change, l\u2019entraide<\/li>\n<li>les motivations sont modifi\u00e9es\u00a0: on veut plus de lien avec les marques, plus de temps r\u00e9el, un niveau de service sup\u00e9rieur \u00e0 ce qu\u2019on attendait avant, plus d\u2019exp\u00e9riences associ\u00e9es \u00e0 la consommation<\/li>\n<li>les attitudes \u00e9voluent. Qu\u2019est ce que la modernit\u00e9\u00a0? Qu\u2019est ce qu\u2019\u00eatre belle \u00e0 l\u2019\u00e2ge du selfie\u00a0?<\/li>\n<li>enfin les leviers psychologiques et \u00e9motionnels de la consommation ne sont plus les m\u00eames. Les leviers de la reconnaissance sociale, ou de la comparaison sociale associ\u00e9s \u00e0 la consommation \u00e9voluent. La dimension \u00e9motionnelle est aussi tr\u00e8s pr\u00e9sente, mais pas de la m\u00eame mani\u00e8re que dans un 30 secondes TV.<\/li>\n<\/ul>\n<p><strong><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg\"><img data-attachment-id=\"25276\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/nicolas-riou\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=299%2C448&amp;ssl=1\" data-orig-size=\"299,448\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;7.1&quot;,&quot;credit&quot;:&quot;marion leflour&quot;,&quot;camera&quot;:&quot;Canon EOS 6D&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1475678070&quot;,&quot;copyright&quot;:&quot;\\u00a9 marion leflour&quot;,&quot;focal_length&quot;:&quot;85&quot;,&quot;iso&quot;:&quot;200&quot;,&quot;shutter_speed&quot;:&quot;0.008&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"nicolas-riou\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=200%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=299%2C448&amp;ssl=1\" loading=\"lazy\" class=\"size-medium wp-image-25276 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?resize=200%2C300\" alt=\"nicolas-riou\" width=\"200\" height=\"300\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?w=299&amp;ssl=1 299w\" sizes=\"(max-width: 200px) 100vw, 200px\" data-recalc-dims=\"1\" \/><\/a>Marketing Is Dead\u00a0:<\/strong> <em>Peut-on r\u00e9ellement parler d\u2019UN consommateur digital\u00a0: le papy qui tapote sur sa tablette, ce n\u2019est pas l\u2019ado accro aux messageries instantan\u00e9es\u00a0?<\/em><\/p>\n<p><strong>Nicolas Riou\u00a0: <\/strong>Il n\u2019y a bien sur pas un seul profil de consommateur digital. Nous sommes en train de pousser l\u2019exercice en travaillant chez Brain Value sur un Observatoire du Consommateur Digital qui va proposer une typologie. Il est clair que l\u2019id\u00e9aliste qui veut changer le monde par une consommation plus collaborative \u00e9chappant aux grandes marques, n\u2019a pas le m\u00eame profil que la jeune beauty addict accro aux r\u00e9seaux sociaux et aux tutos sur youtube.<\/p>\n<p>Derri\u00e8re cette diversit\u00e9 il y a n\u00e9anmoins des dynamiques de fond qui se dessinent et dont les marques ne peuvent se d\u00e9sint\u00e9resser. La participation des consommateurs, le collectif, et au final, un nouveau rapport de force avec les marques. Le consommateur digital est augment\u00e9, il est plus expert, mieux inform\u00e9, plus rapide et ubiquitaire. Il peut se transformer en m\u00e9dia et repr\u00e9senter une menace pour les marques, ou choisir des les contourner. C\u2019est pour cela que je l\u2019appelle l\u2019UBERCONSOMMATEUR.<\/p>\n<p><strong>Marketing Is Dead\u00a0:<\/strong> <em>Le digital renforce les exigences du consommateur\u00a0: tout, tout de suite, moins cher, plus fiable \u2026\u00a0: comment les marques doivent-elles s\u2019adapter \u00e0 ces nouvelles revendications\u00a0?<\/em><\/p>\n<p><strong>Nicolas Riou\u00a0: <\/strong>Elles n\u2019ont pas d\u2019autre choix que d\u2019augmenter la qualit\u00e9 de service. R\u00e9duire les temps d\u2019attentes. Proposer des offres personnalis\u00e9es, de petites attentions\u2026 elles doivent accepter de remettre en cause le mod\u00e8le marketing sur lequel elles se sont construites et d\u2019\u00e9voluer vers une autre culture marketing. Le lien qu\u2019elles entretiennent avec les consommateurs, les exp\u00e9riences qu\u2019elles proposent deviennent aussi importants que le produit.<\/p>\n<p><strong>Marketing Is Dead\u00a0:<\/strong> <em>Un consommateur insatisfait, c\u2019est un consommateur qui twitte, se plaint sur Facebook\u00a0: jusqu\u2019o\u00f9 les marques doivent-elles c\u00e9der\u00a0?<\/em><\/p>\n<p><strong>Nicolas Riou\u00a0:<\/strong> Les avis des consommateurs, le buzz\u2026 sont des moyens de pression importants sur les marques. Apr\u00e8s un marketing qui s\u2019est construit sur un consommateur passif, il devient hyper-actif. Les marques sont oblig\u00e9es de s\u2019adapter et d\u2019\u00eatre en veille pour \u00e9viter les bad buzz. Cela peut se pr\u00eater \u00e0 tous les abus.\u00a0 Les Chinois les appellent professionnels des opinions n\u00e9gatives. Ils donnent partout des avis n\u00e9gatifs, pour que certaines marques les contactent afin qu\u2019ils enl\u00e8vent leur post n\u00e9gatif, en \u00e9change d\u2019avantages produit\u2026 ou m\u00eame d\u2019argent.<\/p>\n<p>Les marques doivent surtout \u00eatre en veille, anticiper, et s\u2019efforcer d\u2019\u00eatre irr\u00e9prochables. Mais trop d\u2019abus des consommateurs, g\u00e9n\u00e8rera une perte de cr\u00e9dibilit\u00e9 des avis.<\/p>\n<p><strong>Marketing Is Dead\u00a0:<\/strong> <em>Apr\u00e8s le Web social, vint la consommation collaborative\u00a0: et demain\u00a0? Quel nouveau consommateur pointe \u00e0 l\u2019horizon\u00a0?<\/em><\/p>\n<p><strong>Nicolas Riou\u00a0:<\/strong> L\u2019environnement dans lequel le consommateur \u00e9volue change tr\u00e8s vite. L\u2019intelligence artificielle influence d\u00e9j\u00e0 la relation client avec les bots. La r\u00e9alit\u00e9 virtuelle va changer l\u2019exp\u00e9rience client dans certaines cat\u00e9gories comme le commerce. L\u2019innovation technologique g\u00e9n\u00e8re de nouvelles pratiques de consommation et fa\u00e7onne aussi les mentalit\u00e9s. Les mod\u00e8les de consommation changent.<\/p>\n<p>Apr\u00e8s celui des ann\u00e9es 60 associ\u00e9 au bonheur, puis celui des ann\u00e9es 80 qui mettait en avant une segmentation prometteuse de diff\u00e9renciation personnelle, est venu dans les ann\u00e9es 2000 l\u2019\u00e2ge de la consommation identitaire, embl\u00e9matis\u00e9 par le slogan de CK1 \u00ab\u00a0Be yourself\u00a0\u00bb.<\/p>\n<p>Aujourd\u2019hui nous \u00e9voluons vers un nouveau mod\u00e8le o\u00f9 le consommateur est actif, impliqu\u00e9. Il ne se contente plus de participer \u00e0 la consommation, il la fa\u00e7onne, la co-cr\u00e9e. Cela va g\u00e9n\u00e9rer une moindre homog\u00e9n\u00e9it\u00e9, au profit de la diversit\u00e9. La consommation de masse, un besoin-un produit, est \u00e0 r\u00e9inventer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quelques questions \u00e0 Nicolas Riou qui vient de publier\u00a0: Le consommateur digital Marketing Is Dead\u00a0: Nicolas, tu consacres ton dernier livre au \u00ab\u00a0Consommateur digital\u00a0\u00bb\u00a0: mais \u00e7a fait depuis pr\u00e8s de 20 ans qu\u2019il est devenu digital, le consommateur fran\u00e7ais \u2026 Nicolas Riou\u00a0: Tu commences tr\u00e8s&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25276,"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":[150],"tags":[236,237],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le consommateur digital de Nicolas Riou - 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\/consommateur-digital-de-nicolas-riou\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le consommateur digital de Nicolas Riou - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Quelques questions \u00e0 Nicolas Riou qui vient de publier\u00a0: Le consommateur digital Marketing Is Dead\u00a0: Nicolas, tu consacres ton dernier livre au \u00ab\u00a0Consommateur digital\u00a0\u00bb\u00a0: mais \u00e7a fait depuis pr\u00e8s de 20 ans qu\u2019il est devenu digital, le consommateur fran\u00e7ais \u2026 Nicolas Riou\u00a0: Tu commences tr\u00e8s...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing is Dead\" \/>\n<meta property=\"article:published_time\" content=\"2016-12-09T18:02:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=299%2C448&#038;ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"299\" \/>\n\t<meta property=\"og:image:height\" content=\"448\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"FLaurent\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/#website\",\"url\":\"https:\/\/consumerinsight.eu\/marketingisdead\/\",\"name\":\"Marketing is Dead\",\"description\":\"Le marketing est mort, vive le marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/consumerinsight.eu\/marketingisdead\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/#primaryimage\",\"inLanguage\":\"fr-FR\",\"url\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=299%2C448&ssl=1\",\"contentUrl\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=299%2C448&ssl=1\",\"width\":299,\"height\":448},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/#webpage\",\"url\":\"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/\",\"name\":\"Le consommateur digital de Nicolas Riou - Marketing is Dead\",\"isPartOf\":{\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/#primaryimage\"},\"datePublished\":\"2016-12-09T18:02:38+00:00\",\"dateModified\":\"2016-12-09T18:02:38+00:00\",\"author\":{\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0\"},\"breadcrumb\":{\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/consumerinsight.eu\/marketingisdead\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Le consommateur digital de Nicolas Riou\"}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0\",\"name\":\"FLaurent\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/#personlogo\",\"inLanguage\":\"fr-FR\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/5e45706da2854ada2c455d0d250350f3?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/5e45706da2854ada2c455d0d250350f3?s=96&d=mm&r=g\",\"caption\":\"FLaurent\"},\"url\":\"https:\/\/consumerinsight.eu\/marketingisdead\/administrateur\/flaurent\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Le consommateur digital de Nicolas Riou - Marketing is Dead","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/","og_locale":"fr_FR","og_type":"article","og_title":"Le consommateur digital de Nicolas Riou - Marketing is Dead","og_description":"Quelques questions \u00e0 Nicolas Riou qui vient de publier\u00a0: Le consommateur digital Marketing Is Dead\u00a0: Nicolas, tu consacres ton dernier livre au \u00ab\u00a0Consommateur digital\u00a0\u00bb\u00a0: mais \u00e7a fait depuis pr\u00e8s de 20 ans qu\u2019il est devenu digital, le consommateur fran\u00e7ais \u2026 Nicolas Riou\u00a0: Tu commences tr\u00e8s...","og_url":"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/","og_site_name":"Marketing is Dead","article_published_time":"2016-12-09T18:02:38+00:00","og_image":[{"width":299,"height":448,"url":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=299%2C448&ssl=1","type":"image\/jpeg"}],"twitter_card":"summary","twitter_misc":{"\u00c9crit par":"FLaurent","Dur\u00e9e de lecture estim\u00e9e":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"https:\/\/consumerinsight.eu\/marketingisdead\/#website","url":"https:\/\/consumerinsight.eu\/marketingisdead\/","name":"Marketing is Dead","description":"Le marketing est mort, vive le marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/consumerinsight.eu\/marketingisdead\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-FR"},{"@type":"ImageObject","@id":"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/#primaryimage","inLanguage":"fr-FR","url":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=299%2C448&ssl=1","contentUrl":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=299%2C448&ssl=1","width":299,"height":448},{"@type":"WebPage","@id":"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/#webpage","url":"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/","name":"Le consommateur digital de Nicolas Riou - Marketing is Dead","isPartOf":{"@id":"https:\/\/consumerinsight.eu\/marketingisdead\/#website"},"primaryImageOfPage":{"@id":"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/#primaryimage"},"datePublished":"2016-12-09T18:02:38+00:00","dateModified":"2016-12-09T18:02:38+00:00","author":{"@id":"https:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0"},"breadcrumb":{"@id":"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/consumerinsight.eu\/marketingisdead\/"},{"@type":"ListItem","position":2,"name":"Le consommateur digital de Nicolas Riou"}]},{"@type":"Person","@id":"https:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0","name":"FLaurent","image":{"@type":"ImageObject","@id":"https:\/\/consumerinsight.eu\/marketingisdead\/#personlogo","inLanguage":"fr-FR","url":"https:\/\/secure.gravatar.com\/avatar\/5e45706da2854ada2c455d0d250350f3?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5e45706da2854ada2c455d0d250350f3?s=96&d=mm&r=g","caption":"FLaurent"},"url":"https:\/\/consumerinsight.eu\/marketingisdead\/administrateur\/flaurent\/"}]}},"jetpack_featured_media_url":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=299%2C448&ssl=1","jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p7oQEP-6zF","jetpack-related-posts":[{"id":25910,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/marketing-consommateur-le-divorce-2\/","url_meta":{"origin":25275,"position":0},"title":"Marketing \/ Consommateur : le divorce ?","date":"4 f\u00e9vrier 2019","format":"gallery","excerpt":"La psychologie positive : \u00ab Nouvelle utopie ou produit marketing ? \u00bb, s\u2019interroge francetvinfo.fr . Les airbags d\u2019avalanche : \u00ab Produit marketing ou r\u00e9elle efficacit\u00e9 ?! \u00bb, questionne sante-sur-le-net.com. Alad\u20192 : \u00ab Com\u00e9die fain\u00e9ante qui n\u2019est qu\u2019un pur produit marketing pour les enfants \u00bb, s\u2019insurge news.yahoo.com . Le vin bleu\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\/01\/glass-1497231_640.jpg?fit=569%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25549,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/acte-daccusation-marketing-digital-2030\/","url_meta":{"origin":25275,"position":1},"title":"Acte d\u2019accusation du marketing digital en 2030","date":"7 novembre 2017","format":"gallery","excerpt":"Lors de l\u2019Adetem Factory, les membres du Conseil Scientifique de l\u2019Adetem instruiront le Proc\u00e8s du Marketing en 2030\u00a0; en voici l\u2019acte d\u2019accusation, r\u00e9dig\u00e9 par \u2026 le Pr\u00e9sident du Tribunal Georges-Edouard Dias\u00a0! Pas tr\u00e8s classique comme proc\u00e9dure\u00a0? Ne vous inqui\u00e9tez pas, le 15 novembre, chacun reprendra sa place, le Pr\u00e9sident animera\u2026","rel":"","context":"Dans &quot;Marketing 2.0&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/11\/marteau-verdict-tribunal.jpg?fit=400%2C293&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26390,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/respecter-le-consommateur-avec-frank-rosenthal\/","url_meta":{"origin":25275,"position":2},"title":"Respecter le consommateur, avec Frank Rosenthal","date":"31 mars 2021","format":false,"excerpt":"Respecter le consommateur\u00a0: le Club Horizon(s) de l\u2019Adetem invitait r\u00e9cemment 3 experts \u00e0 s\u2019exprimer sur le sujet lors d\u2019un Webinar\u00a0; retour sur cette matin\u00e9e avec Frank Rosenthal \u2013 Retail Distribution. MarketingIsDead : Pour le marketer, le consommateur reste bien souvent juste une cible\u00a0: cette posture est-elle encore tenable aujourd\u2019hui\u00a0? Frank\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2021\/03\/Frank-Rosenthal-pour-adetem.jpg?fit=768%2C860&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26443,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/georges-edouard-dias-et-la-grande-rebellion-des-consommateurs\/","url_meta":{"origin":25275,"position":3},"title":"Georges-Edouard Dias et la grande r\u00e9bellion des consommateurs","date":"25 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\/Dias.jpeg?fit=1062%2C708&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24698,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/les-objets-connectes-le-consommateur-et-les-assureurs\/","url_meta":{"origin":25275,"position":4},"title":"Les objets connect\u00e9s, le consommateur \u2026 et les assureurs","date":"22 septembre 2015","format":false,"excerpt":"Les objets connect\u00e9s sont d\u00e9sormais omnipr\u00e9sents, sinon dans nos vies, du moins \u2026 dans les m\u00e9dias : tout le monde leur pr\u00e9dit un bel avenir \u2013 sans trop n\u00e9cessairement savoir ce que sera cet avenir !Entre les industriels du High Tech et les startups d\u2019un c\u00f4t\u00e9, et les consommateurs, le\u2026","rel":"","context":"Dans &quot;Actualit\u00e9&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24747,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/marketing-responsable\/","url_meta":{"origin":25275,"position":5},"title":"Marketing responsable","date":"22 avril 2014","format":false,"excerpt":"Parmi les r\u00e9centes questions re\u00e7ues d'\u00e9tudiants en pleine r\u00e9daction de leurs m\u00e9moires universitaires, celles de David qui s\u2019interroge sur le marketing responsable.Question : Quelle est l\u2019\u00e9volution de la consommation socialement responsable ces derni\u00e8res ann\u00e9es ? Quels sont les facteurs ayant conduit \u00e0 ce mouvement ?Les Fran\u00e7ais ne changent pas massivement\u2026","rel":"","context":"Dans &quot;Entretiens&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25275"}],"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=25275"}],"version-history":[{"count":1,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25275\/revisions"}],"predecessor-version":[{"id":25277,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25275\/revisions\/25277"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25276"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25275"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25275"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25275"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}