{"id":26393,"date":"2021-04-07T07:50:00","date_gmt":"2021-04-07T07:50:00","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26393"},"modified":"2021-03-28T08:28:08","modified_gmt":"2021-03-28T08:28:08","slug":"respecter-le-consommateur-avec-cyril-attias","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/respecter-le-consommateur-avec-cyril-attias\/","title":{"rendered":"Respecter le consommateur, avec Cyril Attias"},"content":{"rendered":"\n

Respecter le consommateur : le Club Horizon(s) de l\u2019Adetem<\/a> invitait r\u00e9cemment 3 experts \u00e0 s\u2019exprimer sur le sujet lors d\u2019un Webinar ; retour sur cette matin\u00e9e avec Cyril Attias \u2013 Agence des media sociaux<\/a>.<\/p>\n\n\n\n

\"\"<\/a><\/figure><\/div>\n\n\n\n

MarketingIsDead : <\/strong>Pour le marketer, le consommateur reste bien souvent juste une cible : cette posture est-elle encore tenable aujourd\u2019hui ?<\/em><\/p>\n\n\n\n

Cyril Attias :<\/strong> Non, on ne peut plus r\u00e9fl\u00e9chir qu\u2019en cible marketing, c\u2019est un ensemble, pas un segment.<\/p>\n\n\n\n

Il faut consid\u00e9rer le consommateur dans son ensemble, aujourd\u2019hui on a la chance de pouvoir affiner le marketing gr\u00e2ce aux r\u00e9seaux sociaux et au marketing d\u2019influence, on est plus sur une approche chirurgicale que mass market.<\/p>\n\n\n\n

MarketingIsDead : <\/strong>La notion de respect s\u2019impose aujourd\u2019hui de plus en plus, notamment parmi les plus jeunes g\u00e9n\u00e9rations : comment le marketing d\u2019influence peut-il l\u2019int\u00e9grer tout en restant efficace ?<\/em><\/p>\n\n\n\n

Cyril Attias :<\/strong> Les jeunes g\u00e9n\u00e9rations ne consomment plus comme nous, ou comme avant.<\/p>\n\n\n\n

Ils n\u2019ach\u00e8tent plus \u00ab une marque<\/em> \u00bb<\/em>, mais un \u00ab univers \u00bb<\/em>, un \u00ab purpose \u00bb<\/em> et une posture.<\/p>\n\n\n\n

D\u2019o\u00f9 l\u2019int\u00e9r\u00eat des marques de s\u2019adosser \u00e0 des influenceurs qui leur ressemblent, ils deviennent ainsi le porte-parole de la marque, ce qui permet d\u2019expliquer aux communaut\u00e9s, l\u2019univers de ladite marque.<\/p>\n\n\n\n

Attention : si les influenceurs n\u2019adh\u00e8rent pas \u00e0 cet univers, ils n\u2019en parleront pas.<\/p>\n\n\n\n

MarketingIsDead : <\/strong>Un influenceur peut-il rester \u00e9thique tout en acceptant de l\u2019argent des marques ?<\/em><\/p>\n\n\n\n

Cyril Attias :<\/strong> Oui, c\u2019est comme un titre de presse qui accepte l\u2019argent des annonceurs et qui doit (normalement) \u00eatre objectif.<\/p>\n\n\n\n

Attention, par contre, \u00e0 ne pas confondre influenceur n\u00e9 sur les r\u00e9seaux sociaux et \u00ab personnalit\u00e9 \u00bb<\/em> populaire n\u00e9e dans une t\u00e9l\u00e9r\u00e9alit\u00e9, qui en fait a peu d\u2019expertise, mais qui est suivie par des millions de t\u00e9l\u00e9spectateurs.<\/p>\n\n\n\n

D\u2019ailleurs tr\u00e8s peu de marques nationales font des collaborations avec ce genre de population.<\/p>\n\n\n\n

L\u2019influenceur se renseigne beaucoup sur la r\u00e9putation des marques, les compositions, les produits avant de s\u2019engager sur une collaboration. Il en va aussi de sa propre r\u00e9putation.<\/p>\n\n\n\n

Ce qui est int\u00e9ressant avec la collaboration marques\/influenceurs est de permettre \u00e0 des consommateurs d\u2019exprimer avec ses propres mots et\/ou cr\u00e9ations de contenu, l\u2019univers de la marque.<\/p>\n","protected":false},"excerpt":{"rendered":"

Respecter le consommateur : le Club Horizon(s) de l\u2019Adetem invitait r\u00e9cemment 3 experts \u00e0 s\u2019exprimer sur le sujet lors d\u2019un Webinar ; retour sur cette matin\u00e9e avec Cyril Attias \u2013 Agence des media sociaux. MarketingIsDead : Pour le marketer, le consommateur reste bien souvent juste une cible :…<\/p>\n","protected":false},"author":2,"featured_media":26394,"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":[565],"yoast_head":"\nRespecter le consommateur, avec Cyril Attias - 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\/respecter-le-consommateur-avec-cyril-attias\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Respecter le consommateur, avec Cyril Attias - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Respecter le consommateur : le Club Horizon(s) de l\u2019Adetem invitait r\u00e9cemment 3 experts \u00e0 s\u2019exprimer sur le sujet lors d\u2019un Webinar ; retour sur cette matin\u00e9e avec Cyril Attias \u2013 Agence des media sociaux. 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