{"id":25827,"date":"2018-10-29T16:10:25","date_gmt":"2018-10-29T16:10:25","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25827"},"modified":"2018-10-29T16:10:25","modified_gmt":"2018-10-29T16:10:25","slug":"le-marketing-et-ses-outsiders-le-point-de-vue-de-hugues-hansen","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-de-hugues-hansen\/","title":{"rendered":"Le marketing et ses outsiders : le point de vue de Hugues Hansen"},"content":{"rendered":"<p>Avec mes amis du <em>Conseil Scientifique<\/em> de l\u2019<strong>Adetem<\/strong>, nous nous penchons sur le futur de notre profession \u2013 vaste sujet\u00a0! Dans ce cadre, <em>Xavier Charpentier<\/em>, <em>Laurent Ponthou<\/em>, <em>Frank Rosenthal<\/em> et moi-m\u00eame avons initi\u00e9 une r\u00e9flexion sur les <em>\u00ab\u00a0nouveaux entrants\u00a0\u00bb<\/em> \u2026 que selon l\u2019avanc\u00e9e de nos travaux \u2013 et notre humeur \u2013 qualifions de \u00ab\u00a0startups\u00a0\u00bb ou \u00ab\u00a0d\u2019outsiders\u00a0\u00bb\u00a0!<\/p>\n<p>Nous avons interrog\u00e9 quelques experts dont je publierai les r\u00e9ponses au fil des prochains jours\u00a0: aujourd\u2019hui,.<\/p>\n<p><strong>Fran\u00e7ois\u00a0:<\/strong> <em>Pourquoi les startups\/nouveaux acteurs ne respectent-ils pas les r\u00e8gles traditionnelles du marketing ?<\/em><\/p>\n<p><strong>Hugues Hansen\u00a0:<\/strong> Les acteurs \u00e9tablis doivent avant tout pr\u00e9server la confiance des clients et la p\u00e9rennit\u00e9 de l\u2019image de marque garant de leur fid\u00e9lit\u00e9. Les startups par contre n\u2019ont <em>\u00ab rien \u00e0 perdre \u00bb<\/em> et leurs principaux atouts sont leur inventivit\u00e9 et surtout la rapidit\u00e9 d\u2019ex\u00e9cution. Le <em>\u00ab move fast and break thing \u00bb<\/em> est d\u00e8s lors compr\u00e9hensible<\/p>\n<p><strong>Fran\u00e7ois\u00a0:<\/strong> <em>Les startups\/nouveaux acteurs sont-ils des ennemis ou des cibles pour les entreprises traditionnelles ?<\/em><\/p>\n<p><strong><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Hansen.jpg\"><img data-attachment-id=\"25832\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-de-hugues-hansen\/hansen\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Hansen.jpg?fit=539%2C480&amp;ssl=1\" data-orig-size=\"539,480\" 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=\"Hansen\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Hansen.jpg?fit=300%2C267&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Hansen.jpg?fit=539%2C480&amp;ssl=1\" loading=\"lazy\" class=\"size-medium wp-image-25832 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Hansen.jpg?resize=300%2C267\" alt=\"\" width=\"300\" height=\"267\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Hansen.jpg?resize=300%2C267&amp;ssl=1 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Hansen.jpg?resize=125%2C112&amp;ssl=1 125w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Hansen.jpg?w=539&amp;ssl=1 539w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>Hugues Hansen\u00a0:<\/strong> Comme tout nouvel entrant sur un march\u00e9, la start-up peut \u00eatre un comp\u00e9titeur disposant de peu de moyen financier mais capitalisant sur son avance technologique et son agilit\u00e9.<\/p>\n<p>Plut\u00f4t que de subir le tsunami, l\u2019entreprise traditionnelle a surement int\u00e9r\u00eat \u00e0 s\u2019allier avec certains de ces nouveaux acteurs pour enrichir son offre, ou tester rapidement les nouveaux usages sur son c\u0153ur de cible. Certains de ses partenariats peuvent ensuite, se traduire par une int\u00e9gration de la startup au sein de l\u2019entreprise install\u00e9es.<\/p>\n<p><strong>Fran\u00e7ois\u00a0: <\/strong><em>Finalement, de tout ce bouleversement du paysage \u00e9conomique :<\/em><\/p>\n<ul>\n<li><em>Le consommateur y trouve-t-il son compte ?<\/em><\/li>\n<li><em>Le citoyen y trouve-t-il son compte ?<\/em><\/li>\n<\/ul>\n<p><strong>Hugues Hansen\u00a0:<\/strong> Le consommateur b\u00e9n\u00e9ficie toujours d\u2019un surcroit de concurrence permettant de challenger les \u00e9ventuelles rentes de situation des acteurs historiques.<\/p>\n<p>A court terme, le citoyen, et la soci\u00e9t\u00e9, peuvent \u00eatre impact\u00e9 n\u00e9gativement par l\u2019automatisation ou la d\u00e9mat\u00e9rialisation qui supprime des emplois, mais ce bouleversement se traduit \u00e0 moyen terme par une baisse des prix des services offerts qui est b\u00e9n\u00e9fique pour tous.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25832,"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":[149],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le marketing et ses outsiders : le point de vue de Hugues Hansen - 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\/le-marketing-et-ses-outsiders-le-point-de-vue-de-hugues-hansen\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le marketing et ses outsiders : le point de vue de Hugues Hansen - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Avec mes amis du Conseil Scientifique de l\u2019Adetem, nous nous penchons sur le futur de notre profession \u2013 vaste sujet\u00a0! 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