{"id":26089,"date":"2019-12-11T13:33:43","date_gmt":"2019-12-11T13:33:43","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26089"},"modified":"2020-01-13T15:23:04","modified_gmt":"2020-01-13T15:23:04","slug":"entre-faux-vrais-avis-et-vrais-faux-avis-comment-les-marques-peuvent-elles-encore-sen-sortir","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/entre-faux-vrais-avis-et-vrais-faux-avis-comment-les-marques-peuvent-elles-encore-sen-sortir\/","title":{"rendered":"Entre faux vrais avis et vrais faux avis, comment les marques peuvent-elles encore s\u2019en sortir ?"},"content":{"rendered":"\n<p>Les marques \u2026 et les consommateurs :\ncar on ne peut ni se fier aux commentaires positifs \u2013 l\u2019association de\nconsommateurs <em>Which ? <\/em>a r\u00e9cemment\nr\u00e9v\u00e9l\u00e9 que sur <em>TripAdvisor<\/em>, un h\u00f4tel\nsur 7 parmi la centaine analys\u00e9s disposait d\u2019un grand nombre de faux avis \u2013&nbsp;;\nni aux n\u00e9gatifs \u2013 qui ont trop souvent tendance \u00e0 dispara\u00eetre \u00e0 la <em>\u00ab mod\u00e9ration \u00bb<\/em> ou \u00e0 la <em>\u00ab v\u00e9rification \u00bb<\/em>, comme le soulignent de\nnombreux clients sur les forums !<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img data-attachment-id=\"26091\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/entre-faux-vrais-avis-et-vrais-faux-avis-comment-les-marques-peuvent-elles-encore-sen-sortir\/13-djerba-186-djerba-explore-park\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/13-Djerba-186-Djerba-Explore-Park.jpg?fit=636%2C480&amp;ssl=1\" data-orig-size=\"636,480\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;3.8&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;DMC-FZ1000&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1532961114&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;32.65&quot;,&quot;iso&quot;:&quot;125&quot;,&quot;shutter_speed&quot;:&quot;0.0015625&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"13 Djerba (186) Djerba Explore Park\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/13-Djerba-186-Djerba-Explore-Park.jpg?fit=300%2C226&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/13-Djerba-186-Djerba-Explore-Park.jpg?fit=636%2C480&amp;ssl=1\" loading=\"lazy\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/13-Djerba-186-Djerba-Explore-Park.jpg?resize=252%2C190\" alt=\"\" class=\"wp-image-26091\" width=\"252\" height=\"190\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/13-Djerba-186-Djerba-Explore-Park.jpg?w=636&amp;ssl=1 636w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/13-Djerba-186-Djerba-Explore-Park.jpg?resize=300%2C226&amp;ssl=1 300w\" sizes=\"(max-width: 252px) 100vw, 252px\" data-recalc-dims=\"1\" \/><\/figure><\/div>\n\n\n\n<p>Le commerce est juteux : <em>\u00ab Le tarif est de 19 EUR par avis [\u2026] Google\n5 \u00e9toiles avec commentaires \u00bb<\/em> sur <a href=\"http:\/\/acheter-des-avis.com\/\">acheter-des-avis.com<\/a>\npour les faux avis ; et <em>\u00ab 59\u20ac par mois\n(prix HT) [pour] 400 commandes par mois \u00bb<\/em> pour la v\u00e9rification sur <a href=\"https:\/\/www.avis-verifies.com\/\">avis-verifies.com<\/a>. <\/p>\n\n\n\n<p>Mais que devient r\u00e9ellement la voix\ndu client pour les marques ? Comment r\u00e9agir quand on ne sait pas si on\ns\u2019adresse \u00e0 un vrai client, \u00e0 une petite main confectionnant des avis \u00e0 la\npelle de l\u2019autre bout du monde, voire de m\u00e9chants trolls provocateurs.<\/p>\n\n\n\n<p>Pour faire le tour de la question, le Club Horizon(s) de l\u2019<a href=\"https:\/\/www.adetem.org\/\">Adetem<\/a> organise le 22 Janvier 2020 une matin\u00e9e consacr\u00e9e au <em>Marketing face aux vrais et faux avis consommateurs<\/em>, r\u00e9unissant annonceurs (Allianz, Sodebo) et experts (G\u00e9rard Haas, Thierry Spencer).<\/p>\n\n\n\n<p>Pour s&rsquo;inscrire, c&rsquo;est <a href=\"https:\/\/www.adetem.org\/catalogue-de-services\/non-classe\/club-horizons-22012020\/\">ici.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les marques \u2026 et les consommateurs : car on ne peut ni se fier aux commentaires positifs \u2013 l\u2019association de consommateurs Which ? a r\u00e9cemment r\u00e9v\u00e9l\u00e9 que sur TripAdvisor, un h\u00f4tel sur 7 parmi la centaine analys\u00e9s disposait d\u2019un grand nombre de faux avis \u2013&nbsp;;&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26091,"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":[393,191],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Entre faux vrais avis et vrais faux avis, comment les marques peuvent-elles encore s\u2019en sortir ? - 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=\"http:\/\/consumerinsight.eu\/marketingisdead\/entre-faux-vrais-avis-et-vrais-faux-avis-comment-les-marques-peuvent-elles-encore-sen-sortir\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Entre faux vrais avis et vrais faux avis, comment les marques peuvent-elles encore s\u2019en sortir ? - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Les marques \u2026 et les consommateurs : car on ne peut ni se fier aux commentaires positifs \u2013 l\u2019association de consommateurs Which ? a r\u00e9cemment r\u00e9v\u00e9l\u00e9 que sur TripAdvisor, un h\u00f4tel sur 7 parmi la centaine analys\u00e9s disposait d\u2019un grand nombre de faux avis \u2013&nbsp;;...\" \/>\n<meta property=\"og:url\" content=\"http:\/\/consumerinsight.eu\/marketingisdead\/entre-faux-vrais-avis-et-vrais-faux-avis-comment-les-marques-peuvent-elles-encore-sen-sortir\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing is Dead\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-11T13:33:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-13T15:23:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/13-Djerba-186-Djerba-Explore-Park.jpg?fit=636%2C480\" \/>\n\t<meta property=\"og:image:width\" content=\"636\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\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=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/#website\",\"url\":\"http:\/\/consumerinsight.eu\/marketingisdead\/\",\"name\":\"Marketing is Dead\",\"description\":\"Le marketing est mort, vive le marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/consumerinsight.eu\/marketingisdead\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"ImageObject\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/entre-faux-vrais-avis-et-vrais-faux-avis-comment-les-marques-peuvent-elles-encore-sen-sortir\/#primaryimage\",\"inLanguage\":\"fr-FR\",\"url\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/13-Djerba-186-Djerba-Explore-Park.jpg?fit=636%2C480&ssl=1\",\"contentUrl\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/13-Djerba-186-Djerba-Explore-Park.jpg?fit=636%2C480&ssl=1\",\"width\":636,\"height\":480},{\"@type\":\"WebPage\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/entre-faux-vrais-avis-et-vrais-faux-avis-comment-les-marques-peuvent-elles-encore-sen-sortir\/#webpage\",\"url\":\"http:\/\/consumerinsight.eu\/marketingisdead\/entre-faux-vrais-avis-et-vrais-faux-avis-comment-les-marques-peuvent-elles-encore-sen-sortir\/\",\"name\":\"Entre faux vrais avis et vrais faux avis, comment les marques peuvent-elles encore s\u2019en sortir ? 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Alors, \u00e0 qui se fier\u00a0? Surtout si \u00ab\u00a0un tiers des commentaires et avis sur TripAdvisor ont \u00e9t\u00e9 achet\u00e9s par des h\u00f4tels\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/09\/P1540395.jpg?fit=510%2C480&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":26089,"position":1},"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":25275,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/consommateur-digital-de-nicolas-riou\/","url_meta":{"origin":26089,"position":2},"title":"Le consommateur digital de Nicolas Riou","date":"9 d\u00e9cembre 2016","format":"gallery","excerpt":"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 fort\u2026 et tu as tout\u2026","rel":"","context":"Dans &quot;Interviews 2.0&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Nicolas-Riou.jpg?fit=299%2C448&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":26089,"position":3},"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":24762,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/truffaut-sassied-sur-son-image-et-sur-lethique-cest-son-droit\/","url_meta":{"origin":26089,"position":4},"title":"Truffaut s\u2019assied sur son image et sur l\u2019\u00e9thique, c\u2019est son droit.","date":"6 mai 2013","format":false,"excerpt":"Je re\u00e7ois la semaine derni\u00e8re un mail de \u00ab\u00a0Truffaut et Vous\u00a0\u00bb avec pour objet\u00a0: \u00ab\u00a0Donnez votre avis et tentez de gagner\u00a0\u00bb.Deux logo en haut de message\u00a0: Truffaut \u00e0 gauche et Institut DWI, sondages en ligne \u00e0 droite.Pour moi, humble consommateur, c\u2019est assez \u00e9vident\u00a0: DWI r\u00e9alise une \u00e9tude de march\u00e9 pour\u2026","rel":"","context":"Dans &quot;Etudes Marketing&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":26008,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/des-gentils-bisounours-aux-vilains-trolls\/","url_meta":{"origin":26089,"position":5},"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":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26089"}],"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=26089"}],"version-history":[{"count":3,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26089\/revisions"}],"predecessor-version":[{"id":26101,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26089\/revisions\/26101"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26091"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26089"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26089"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26089"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}