{"id":25390,"date":"2017-04-25T13:48:41","date_gmt":"2017-04-25T13:48:41","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25390"},"modified":"2017-04-25T13:48:41","modified_gmt":"2017-04-25T13:48:41","slug":"iot-dune-revolution-lautre","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/iot-dune-revolution-lautre\/","title":{"rendered":"IoT\u00a0: d\u2019une r\u00e9volution, l\u2019autre."},"content":{"rendered":"

Jean-Paul CRENN<\/strong>\u00a0et G\u00e9rard HAAS<\/strong> viennent de publier chez Kawa\u00a0: L\u2019Internet des Objets<\/a> : la 3\u00e8me R\u00e9volution Informatique. Imaginons les usages des \u00e9changes d\u2019information de syst\u00e8me \u00e0 syst\u00e8me<\/em>. L\u2019occasion pour moi de vous en livrer la pr\u00e9face \u2026 que j\u2019ai eu le plaisir de r\u00e9diger.<\/p>\n

Notre soci\u00e9t\u00e9 a connu ces 20 derni\u00e8res ann\u00e9es plus de bouleversements que les 50 pr\u00e9c\u00e9dentes. Et surtout des bouleversements brutaux, fondamentaux, qui remettent en cause les bases m\u00eame de notre vie, tant personnelle et sociale \u2026 et bien entendu, le travail des gens de marketing qui doivent coller au plus pr\u00e8s aux attentes de consommateurs qui eux-m\u00eames ne savent plus trop o\u00f9 ils en sont.<\/p>\n

\"\"<\/a>Il y a tout d\u2019abord eu la r\u00e9volution de l\u2019empowered consumer au d\u00e9but du si\u00e8cle quand les consommateurs ont commenc\u00e9 \u00e0 ma\u00eetriser \u00e0 leur profit l\u2019outil Internet, challengeant gr\u00e2ce \u00e0 leurs connaissances nouvelles, les vendeurs dans les magasins\u00a0: fini l\u2019expertise \u00e0 sens unique, et les marques hyper puissantes, nous entrions dans l\u2019\u00e8re d\u2019un dialogue acharn\u00e9 entre distributeurs et clients.<\/p>\n

Certaines entreprises se sont empar\u00e9es avec succ\u00e8s de ces nouveaux outils, d\u00e9truisant ipso facto la valeur de comp\u00e9titeurs moins r\u00e9actifs\u00a0: ainsi Easyjet a-t-elle r\u00e9volutionn\u00e9e le transport a\u00e9rien, sonnant le glas pour de nombreuses agences de voyage.<\/p>\n

Quelques ann\u00e9es plus tard, avec les 1ers<\/sup> blogs et les d\u00e9buts de ce qui allait devenir le Web social, les internautes se sont mu\u00e9s se surinform\u00e9s en informateurs\u00a0\u2013 de consommateurs \u00e0 producteurs de contenus\u00a0; d\u00e9sormais un avis n\u00e9gatif pesait autant que les millions investis en publicit\u00e9 \u00e0 20 heures 30. De nouveaux rois sont apparus, comme Booking ou TripAdisor, ruinant \u00e0 nouveau l\u2019h\u00f4tellerie traditionnelle et, encore, les agences de voyage.<\/p>\n

Puis, quelques ann\u00e9es plus tard (d\u00e9but des ann\u00e9es 2010, donc), notre citoyen producteur de contenus s\u2019est mu\u00e9 en producteurs de services\u00a0: c\u2019est la naissance de la consommation collaborative, avec ses pionniers aux couleurs \u00ab\u00a0soixante-huitardes\u00a0\u00bb et ses nouveaux g\u00e9ants\u00a0: les U et A de TUNA (Tesla, Uber, Netflix, Airbnb), pr\u00eats \u00e0 prendre la place des GAFA.<\/p>\n

Aujourd\u2019hui, la nouvelle r\u00e9volution a pour nom \u00ab\u00a0Internet des Objets\u00a0\u00bb – IoT, pour Internet of Things, en anglais\u00a0; les Fran\u00e7ais parlent d\u2019objets connect\u00e9s, ce qui gomme un peu l\u2019ampleur du ph\u00e9nom\u00e8ne\u00a0: les objets connect\u00e9s, on a encore l\u2019impression de les dominer alors que des choses qui discutent entre elles sans que les malheureux humains en soient inform\u00e9s, \u00e7a, c\u2019est plus inqui\u00e9tant.<\/p>\n

Et l\u00e0 encore, le marketing va devoir apprendre \u00e0 se r\u00e9adapter\u00a0: difficile quand la majorit\u00e9 des professionnels peinent \u00e0 dig\u00e9rer les r\u00e9volutions pr\u00e9c\u00e9dentes\u00a0!<\/p>\n

D\u2019autant que les nouveaux entrants \u2013 les outsiders \u2013 ne respectent pas les r\u00e8gles du jeu\u00a0: parfois, le consommateur est content (quand il peut voyager, manger moins cher, ou gagner un peu d\u2019argent en pr\u00eatant ses biens \u00e0 des amis)\u00a0; parfois, il s\u2019effraie quand il d\u00e9couvre que ses secrets les plus intimes sont num\u00e9riquement, mais ind\u00e9l\u00e9bilement, grav\u00e9s sur les ordonnateurs des fameux GAFA ou TUNA.<\/p>\n

C\u2019est pourquoi, les avocats doivent trouver leur place aux c\u00f4t\u00e9s des marketers\u00a0: il faut s\u00e9duire le consommateur, am\u00e9liorer sa vie \u2026 mais aussi le prot\u00e9ger. D\u2019o\u00f9 cet improbable attelage d\u2019un marketer et d\u2019un avocat pour r\u00e9diger un ouvrage sur les objets connect\u00e9s.<\/p>\n

Cela dit, Jean-Paul et G\u00e9rard ont du pain sur la planche\u00a0: car apr\u00e8s celle de l\u2019IoT, d\u2019autres r\u00e9volutions pointent leur nez\u00a0: celle des makers avec les imprimantes 3D, quand les consommateurs sont devenir producteurs de biens physiques, comme ils le sont devenus de contenus, puis de services.<\/p>\n

A c\u00f4t\u00e9 du big data, dont tout le monde parle sans trop savoir comment l\u2019attraper, arrive la blockchain, dont personne ne sait vraiment comment \u00e7a marche et \u00e0 quoi sa sert, mais nul doute que \u00e7a va tout bousculer.<\/p>\n

Dois-je parler du transhumanisme\u00a0? De l\u2019IA\u00a0?<\/p>\n

Jean-Paul, G\u00e9rard, \u00e0 quand le prochain ouvrage sur la prochaine r\u00e9volution\u00a0?<\/p>\n","protected":false},"excerpt":{"rendered":"

Jean-Paul CRENN\u00a0et G\u00e9rard HAAS viennent de publier chez Kawa\u00a0: L\u2019Internet des Objets : la 3\u00e8me R\u00e9volution Informatique. Imaginons les usages des \u00e9changes d\u2019information de syst\u00e8me \u00e0 syst\u00e8me. L\u2019occasion pour moi de vous en livrer la pr\u00e9face \u2026 que j\u2019ai eu le plaisir de r\u00e9diger. Notre…<\/p>\n","protected":false},"author":2,"featured_media":25391,"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":[151],"tags":[263,264,174],"yoast_head":"\nIoT\u00a0: d\u2019une r\u00e9volution, l\u2019autre. - 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\/iot-dune-revolution-lautre\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IoT\u00a0: d\u2019une r\u00e9volution, l\u2019autre. - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Jean-Paul CRENN\u00a0et G\u00e9rard HAAS viennent de publier chez Kawa\u00a0: L\u2019Internet des Objets : la 3\u00e8me R\u00e9volution Informatique. 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DynDNS, peu de gens connaissent cette entreprise et pourtant tout le\u2026","rel":"","context":"Dans "Soci\u00e9t\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/pirates.jpg?fit=330%2C440&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25580,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/salut-djingo\/","url_meta":{"origin":25390,"position":3},"title":"Salut Djingo\u00a0","date":"9 d\u00e9cembre 2017","format":"gallery","excerpt":"Il est de bon ton entre geeks de se moquer de l\u2019incapacit\u00e9 des grands groupes \u00e0 inventer\u00a0: seules les startups sont capables de r\u00e9elles prouesses en la mati\u00e8re. C\u2019est peut-\u00eatre aller un peu vite dans la r\u00e9flexion, ne serait-ce que parce que la recherche n\u00e9cessite du temps et des investissements\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/12\/Recherche.jpg?fit=590%2C443&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25304,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/iot-lexperience-client-ne-sera-rendez\/","url_meta":{"origin":25390,"position":4},"title":"IoT : l’exp\u00e9rience client ne sera pas au rendez-vous\u00a0!","date":"5 janvier 2017","format":"gallery","excerpt":"Le CES s\u2019ouvre \u00e0 Las Vegas et les startups fran\u00e7aises y occupent une place de choix\u00a0: l\u2019IoT sera hexagonal \u00e0 en croire les commentateurs \u2026 fran\u00e7ais\u00a0! Quand on analyse le succ\u00e8s \u2013 euph\u00e9misme\u00a0! \u2013 des montres connect\u00e9es, on comprend que le march\u00e9 ne deviendra r\u00e9ellement mature que lorsqu\u2019il d\u00e9passera le\u2026","rel":"","context":"Dans "C\u2019est d\u00e9j\u00e0 demain"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Chaudi\u00e8re.jpg?fit=640%2C427&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24729,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/la-communication-en-synapse-vers-un-citoyen-ni-global-ni-local\/","url_meta":{"origin":25390,"position":5},"title":"La communication en synapse : vers un citoyen ni global, ni local.","date":"5 mai 2006","format":false,"excerpt":"La globalisation du consommateur peut s\u2019envisager d\u2019un point de vue purement m\u00e9canique : pour des \u00e9conomies d\u2019\u00e9chelle \u00e9videntes, les produits deviennent mondiaux, et par voie de fait les citoyens ach\u00e8tent les m\u00eames \u00e9crans LCD au Japon, en France ou au Mexique, mangent les m\u00eames hamburgers \u00e0 Paris, S\u00e9oul ou New-York\u2026","rel":"","context":"Dans "Consumer Insight"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25390"}],"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=25390"}],"version-history":[{"count":1,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25390\/revisions"}],"predecessor-version":[{"id":25392,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25390\/revisions\/25392"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25391"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25390"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25390"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25390"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}