{"id":12259,"date":"2014-02-07T09:00:28","date_gmt":"2014-02-07T08:00:28","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=12259"},"modified":"2021-12-13T11:13:42","modified_gmt":"2021-12-13T10:13:42","slug":"relation-client-tendances","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/02\/07\/relation-client-tendances\/","title":{"rendered":"Relation client et innovations technologiques, les tendances"},"content":{"rendered":"

Relation client et innovations technologiques, les tendances marketing selon Yann Gourvennec – iAdvize<\/strong><\/p>\n

Auteur, intervenant, conf\u00e9rencier, Yann Gourvennec est sp\u00e9cialiste du marketing digital<\/a>, du web et des m\u00e9dias sociaux. Ayant sillonn\u00e9 le monde pour de nombreux projets, Yann Gourvennec distille son exp\u00e9rience et ses pr\u00e9cieux conseils au sein d\u2019un blog, Visionary Marketing, devenu depuis peu une agence marketing digitale.<\/p>\n

A l\u2019aube de cette nouvelle ann\u00e9e, Yann Gourvennec a r\u00e9pondu \u00e0 nos questions, entre relation client et innovations technologiques.<\/p>\n

\"RelationQuelles sont pour vous les tendances marketing \u00e0 adopter en ce d\u00e9but d\u2019ann\u00e9e 2014 ?<\/p>\n

Comme chaque ann\u00e9e de nombreuses pr\u00e9visions sont faites concernant les tendances marketing \u00e0 adopter. J\u2019en retiendrai uniquement 3 pour cette ann\u00e9e 2014.<\/p>\n

Premi\u00e8rement, nous devrions assister \u00e0 une recrudescence de l\u2019utilisation du contenu digital chez les entreprises. Ce n\u2019est pas quelque chose de fonci\u00e8rement nouveau, cependant on sent une nette acc\u00e9l\u00e9ration des tactiques de \u00ab\u00a0brand content\u00a0\u00bb qui deviennent un pivot du marketing en ligne. Il s\u2019agit en 2014 de donner \u00e0 ses lecteurs du contenu qui les int\u00e9ressent, avec le plus d\u2019intelligence possible, avec la diff\u00e9rentiation et la pertinence n\u00e9cessaires car le contenu cr\u00e9\u00e9 en entreprise doit circuler, \u00eatre partag\u00e9, au del\u00e0 des simples employ\u00e9s ambassadeurs de la marque. Il faut pour autant faire attention \u00e0 la mani\u00e8re dont ce contenu est diffus\u00e9, et \u00e9viter la recherche du \u00ab\u00a0buzz marketing\u00a0\u00bb \u00e0 tout prix, car celui-ci, quand il est recherch\u00e9 pour lui-m\u00eame, est une arme co\u00fbteuse, al\u00e9atoire et \u00e0 double tranchant pour les marques. Le marketing de contenu rentre donc en phase de maturation, et il faut r\u00e9fl\u00e9chir \u00e0 la fa\u00e7on dont ce contenu est per\u00e7u de ses lecteurs et des prospects.<\/p>\n

Une autre tendance qui marquera 2014 se situe dans la place de plus en plus importante prise par ce qu\u2019on appelle d\u00e9sormais la transformation digitale. Il s\u2019agit d\u2019une phase strat\u00e9gique que vivent ou vont vivre les entreprises dans les 5 ans qui viennent. Le Web sort enfin de son r\u00f4le de communication d\u00e9corative et il s\u2019agit d\u00e9sormais de d\u00e9passer cette approche d\u2019une \u00ab\u00a0cerise sur le g\u00e2teau\u00a0\u00bb qui s\u2019ajoute au marketing, d\u2019un accessoire de communication pour faire \u00ab\u00a0moderne\u00a0\u00bb. On se pose \u00e0 nouveau plus de questions sur la pertinence du Web par rapport au coeur de m\u00e9tier, et on salue donc ainsi un retour aux questions qui \u00e9taient communes dans les comit\u00e9s ex\u00e9cutifs lors des d\u00e9buts du Web.<\/p>\n

Celui ci est \u00e0 nouveau per\u00e7u comme un atout strat\u00e9gique.\u00a0Il \u00e9tait temps !<\/p>\n

Enfin, sous cette nouvelle pression strat\u00e9gique se cr\u00e9ent de nouveaux postes de CDO (Chief digital officer). On sent une nette fusion entre le online et le monde r\u00e9el, et ceci pas seulement dans le secteur du commerce, m\u00eame si ce dernier est au c\u0153ur d\u2019une r\u00e9volution (Web to store\/store to Web). Des postes sont cr\u00e9\u00e9s pour g\u00e9rer le marketing digital d\u2019une entreprise, et ces nouveaux profils font la synth\u00e8se entre ces deux mondes. On assiste en parall\u00e8le \u00e0 une sensibilisation tr\u00e8s large du personnel aux technologies et au marketing digital, ces nouveaux dirigeants, souvent plac\u00e9s au niveau du comit\u00e9 ex\u00e9cutif, souhaitent aider leurs employ\u00e9s \u00e0 devenir non seulement des ambassadeurs, mais des acteurs digitaux de la marque.<\/p>\n

via\u00a0Relation client et innovations technologiques, les tendances marketing selon Yann Gourvennec – iAdvize<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Relation client et innovations technologiques, les tendances marketing selon Yann Gourvennec – iAdvize Auteur, intervenant, conf\u00e9rencier, Yann Gourvennec est sp\u00e9cialiste du marketing digital, du web et des m\u00e9dias sociaux. Ayant sillonn\u00e9 le monde pour de nombreux projets, Yann Gourvennec distille son exp\u00e9rience et ses pr\u00e9cieux conseils au sein d\u2019un blog, Visionary Marketing, devenu depuis peu …<\/p>\n","protected":false},"author":2,"featured_media":62526,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2898],"tags":[],"class_list":["post-12259","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-digitale"],"yoast_head":"\nRelation client et innovations technologiques, les tendances<\/title>\n<meta name=\"description\" content=\"Relation client et innovations technologiques, les tendances marketing selon Yann Gourvennec - sur le site iAdvize expert en relation client\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2014\/02\/07\/relation-client-tendances\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Relation client et innovations technologiques, les tendances\" \/>\n<meta property=\"og:description\" content=\"Relation client et innovations technologiques, les tendances marketing selon Yann Gourvennec - 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