{"id":4810,"date":"2011-10-06T07:55:01","date_gmt":"2011-10-06T07:55:01","guid":{"rendered":"https:\/\/visionary.wordpress.com\/2011\/10\/06\/mercedes-erra-pour-une-refondation-de-la-consommation-et-de-la-publicit-hubforum\/"},"modified":"2021-03-06T09:51:59","modified_gmt":"2021-03-06T08:51:59","slug":"refonder-publicite","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/10\/06\/refonder-publicite\/","title":{"rendered":"Refonder publicit\u00e9 et consommation : un imp\u00e9ratif pour Mercedes Erra"},"content":{"rendered":"<p><i>Refonder la publicit\u00e9,\u00a0est un imp\u00e9ratif pour Mercedes Erra et il y a du pain sur la planche. C\u2019est un discours d\u2019ouverture fort et tout compte fait courageux et peu publicitaire que <\/i><a href=\"http:\/\/fr.wikipedia.org\/wiki\/Mercedes_Erra\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Mercedes Erra<\/em><\/a><em>\u00a0(Euro RSCG Worldwide) a livr\u00e9 au Hubforum aujourd\u2019hui. C\u2019est tout un mod\u00e8le \u00e9conomique \u2013 et surtout publicitaire \u2013 qui va devoir changer, selon Mercedes Erra, qui a demand\u00e9 aux \u201cinfluenceurs\u201d de sortir de leur nombrilisme qui consiste \u00e0 se focaliser sur leur propre monde et de s\u2019int\u00e9resser beaucoup plus aux pr\u00e9occupations des consommateurs, en recherche de sinc\u00e9rit\u00e9, de v\u00e9rit\u00e9 et d\u2019\u00e9thique. <\/em><\/p>\n<h2><em><strong>Refonder consommation et publicit\u00e9 : le marketing en sortira modifi\u00e9<\/strong><\/em><\/h2>\n<p><em>Une nouvelle approche n\u00e9cessaire pour le monde de la publicit\u00e9, d\u00e9j\u00e0 pr\u00f4n\u00e9e depuis de nombreuses ann\u00e9es par des auteurs comme Bernard Cova par exemple.<\/em><\/p>\n<figure id=\"attachment_4809\" aria-describedby=\"caption-attachment-4809\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/10\/dsc_4459.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4809 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/10\/dsc_4459_thumb-e1591851968795.jpg\" alt=\"refonder publicit\u00e9\" width=\"519\" height=\"340\" \/><\/a><figcaption id=\"caption-attachment-4809\" class=\"wp-caption-text\">Mercedes Erra d\u00e9sire refonder la publicit\u00e9, il y a du boulot<\/figcaption><\/figure>\n<p>Elle a ajout\u00e9 que 90% des consommateurs d\u00e9testent la publicit\u00e9 et \u201cqu\u2019on lui a donn\u00e9 une image d\u2019embrigadement\u201d et qu\u2019il faut aujourd\u2019hui \u201credonner du sens et ne pas faire croire aux consommateurs que leur seule fonction est de consommer\u201d.<!--more--><\/p>\n<h3>Refonder la consommation et son alli\u00e9 publicitaire<\/h3>\n<p>\u201cC\u2019est une notion importante, surtout aujourd\u2019hui, le jour de la disparition de Steve Jobs\u201d a ajout\u00e9 Mercedes Erra. Quand on demande aux jeunes, ce qui a chang\u00e9, c\u2019est la communication, les fronti\u00e8res, et la fa\u00e7on \u00e9trange dont ils regardent les livres.<\/p>\n<p>Ce qui a chang\u00e9 ce n\u2019est pas que les gens parlent, mais qu\u2019ils parlent plus nombreux et qu\u2019ils se passionnent pour ces discussions, et que ces discussions deviennent m\u00eame des armes de combat dans le contexte des r\u00e9volutions arabes. <strong>Mercedes Erra ne pense pas que l\u2019enjeu n\u00b01 est de penser le digital, mais de penser le fond !<\/strong><\/p>\n<p>Dans un \u00e9lan lyrique, la responsable d\u2019Euro RSCG a lanc\u00e9 qu\u2019il fallait ralentir la vie, arr\u00eater de se focaliser sur le microcosme qui \u201cn\u2019est pas dans les pages roses du Figaro\u201d et oublier \u201cles gens qui se passionnent non pour les probl\u00e8mes des gens mais pour leur propre influence\u201d !<\/p>\n<p><strong>Selon Mercedes Era, les consommateurs veulent trois choses : <\/strong><\/p>\n<ol>\n<li>du sens, des explications, \u00e0 quoi \u00e7a sert, qu\u2019est-ce qu\u2019on veut faire, du service ;<\/li>\n<li>de la modestie et du relationnel ;<\/li>\n<li>les gens veulent qu\u2019on leur parle de comportement d\u2019entreprise et non de comportement de marque. les consommateurs veulent acheter aux gens qui se comportent bien.<\/li>\n<\/ol>\n<p>Il va falloir convaincre les consommateurs que l\u2019entreprise n\u2019est pas l\u00e0 que pour faire de l\u2019argent et aussi redonner confiance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Refonder la publicit\u00e9,\u00a0est un imp\u00e9ratif pour Mercedes Erra et il y a du pain sur la planche. C\u2019est un discours d\u2019ouverture fort et tout compte fait courageux et peu publicitaire que Mercedes Erra\u00a0(Euro RSCG Worldwide) a livr\u00e9 au Hubforum aujourd\u2019hui. C\u2019est tout un mod\u00e8le \u00e9conomique \u2013 et surtout publicitaire \u2013 qui va devoir changer, selon &hellip;<\/p>\n","protected":false},"author":2,"featured_media":4809,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-4810","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Refonder publicit\u00e9 et consommation : un imp\u00e9ratif pour Mercedes Erra<\/title>\n<meta name=\"description\" content=\"Refonder la publicit\u00e9,\u00a0est un imp\u00e9ratif pour Mercedes Erra et il y a du pain sur la planche. 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