{"id":19695,"date":"2015-10-27T15:02:25","date_gmt":"2015-10-27T14:02:25","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=19695&preview_id=19695"},"modified":"2022-01-04T10:18:18","modified_gmt":"2022-01-04T09:18:18","slug":"digital-international","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/10\/27\/digital-international\/","title":{"rendered":"Les enjeux du digital \u00e0 l’international avec @businessfrance"},"content":{"rendered":"

Le digital permet de s’\u00e9tendre \u00e0 l’international sans quitter son \u00e9cran. Certes, mais les choses ne sont pas aussi simples que\u00a0cela. J’ai eu la chance d’intervenir dans le cadre d’un panel sur\u00a0les\u00a0enjeux du digital \u00e0 l’international lors d’une remarquable conf\u00e9rence\u00a0organis\u00e9e par <\/i>Mohamed Khodja<\/span> de <\/i>Business France<\/a>. Mohamed avait r\u00e9uni un joli panel de connaissances, non seulement <\/i>Michael Tartar<\/a> et <\/i>Herv\u00e9 Kabla<\/a> bien connus de nos lecteurs, mais aussi <\/i>Boris Auch\u00e9<\/span>, un confr\u00e8re\u00a0de longue date avec qui je travaillais chez Unisys. <\/i>Kieran Le Peron de Sparklane\u00a0<\/span>(transparence : pour qui j’ai eu la chance de travailler r\u00e9cemment) a eu la gentillesse de nous concocter un r\u00e9sum\u00e9 de la table ronde. <\/i>Vous trouverez celui-ci sur le blog Sales & Marketing Insiders et un bref extrait ci-dessous<\/span>.<\/i><\/p>\n

Les enjeux du digital \u00e0 l’international<\/h2>\n
\"Enjeux-du-digital-a-l-international-2\"
Le panel de la session \u00ab\u00a0enjeux du digital \u00e0 l’international\u00a0\u00bb De gauche \u00e0 droite : Mohamed Khodja, Boris Auch\u00e9, et \u00e0 ma gauche, Michael Tartar et Herv\u00e9 Kabla. Le panel \u00e9tait anim\u00e9 par Sophie Calli\u00e8s<\/span><\/figcaption><\/figure>\n

<\/p>\n

Conqu\u00e9rir l’ international gr\u00e2ce au digital ? Oui mais\u2026<\/h2>\n

Le digital permet de faire tomber les barri\u00e8res entre le B2C et le B2B<\/a>, notamment dans le E-Commerce. A ce titre Yann Gourvennec, de Visionary Marketing, a expliqu\u00e9 qu\u2019Amazon Web Services a r\u00e9ussi \u00e0 entrer sur le march\u00e9 du Cloud Computing, alors qu\u2019il \u00e9tait surtout connu pour vendre des livres et de la musique en ligne.<\/p>\n

Pourtant, le chiffre d\u2019affaires d\u2019Amazon sur le B2B est estim\u00e9 \u00e0 pr\u00e8s de 7 Milliards de dollars d\u2019ici la fin 2015. Cela pr\u00e9figure l\u2019effacement des lignes de s\u00e9paration entre le monde du B2C et du B2B. Pour Gourvennec, bient\u00f4t les comportements des acheteurs B2B se calqueront sur ceux du B2C. Et le digital, qui est le canal client par excellence en B2B, va acc\u00e9l\u00e9rer ce ph\u00e9nom\u00e8ne de rapprochement. Les marketeurs B2B doivent donc consid\u00e9rer que le digital fait d\u00e9sormais partie de leur environnement.<\/p>\n

De ce fait, il leur faut \u00e0 la fois se familiariser avec les technologies, mais surtout les pratiquer au jour le jour.Selon Yann Gourvennec, \u00ab\u00a0le marketing B2B doit se convertir \u00e0 la culture de la donn\u00e9e\u00a0\u00bb. Comment\u00a0?<\/p>\n

Par une approche \u00ab\u00a0Test & Learn\u00a0\u00bb audacieuse. Il ne faut pas attendre que tout soit parfait pour se lancer. La transformation digitale va \u00e9galement forcer \u00e0 la collaboration le couple Marketing\/Sales. Les deux doivent s\u2019aligner pour tirer pleinement parti des opportunit\u00e9s du digital. Les Sales vont \u00eatre profond\u00e9ment impact\u00e9s.<\/p>\n

Les clients B2B seront de plus en plus enclins \u00e0 acheter en mode self-service, \u00e0 se fier aux recommandations de leurs pairs sur les r\u00e9seaux sociaux, sans forc\u00e9ment souhaiter passer par l\u2019interm\u00e9diaire d\u2019un commercial. Le march\u00e9 s\u2019oriente ainsi vers deux extr\u00eames, avec un mod\u00e8le de vente \u00ab\u00a0consultative\u00a0\u00bb pour les grands comptes, et de la vente en mode \u00ab\u00a0prise d\u2019ordres\u00a0\u00bb pour le bas de march\u00e9 (PME). Un rapport de Forrester, Death of a B2B Salesman , fait le point sur cette question.<\/p>\n

Source\u00a0: Conqu\u00e9rir le monde gr\u00e2ce au digital ? Oui mais<\/a>\u2026 – Sparklane Sales & Marketing Insiders<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Le digital permet de s’\u00e9tendre \u00e0 l’international sans quitter son \u00e9cran. Certes, mais les choses ne sont pas aussi simples que\u00a0cela. J’ai eu la chance d’intervenir dans le cadre d’un panel sur\u00a0les\u00a0enjeux du digital \u00e0 l’international lors d’une remarquable conf\u00e9rence\u00a0organis\u00e9e par Mohamed Khodja de Business France. Mohamed avait r\u00e9uni un joli panel de connaissances, non …<\/p>\n","protected":false},"author":2,"featured_media":19696,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-19695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nDigital \u00e0 l'international : se d\u00e9velopper dans le monde avec le num\u00e9rique<\/title>\n<meta name=\"description\" content=\"Le digital permet de s'\u00e9tendre \u00e0 l'international sans quitter son \u00e9cran. 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