{"id":5532,"date":"2012-01-09T13:07:19","date_gmt":"2012-01-09T13:07:19","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=5532"},"modified":"2020-11-13T13:14:44","modified_gmt":"2020-11-13T12:14:44","slug":"7-peches-marketing-digital","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2012\/01\/09\/7-peches-marketing-digital\/","title":{"rendered":"Les 7 p\u00e9ch\u00e9s capitaux du marketing digital avec Herv\u00e9 Bloch"},"content":{"rendered":"<p><em>Pour conna\u00eetre les 7 p\u00e9ch\u00e9s capitaux du marketing digital, j&rsquo;ai interview\u00e9 notre confr\u00e8re <a href=\"http:\/\/www.digilinx.fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Herv\u00e9 Bloch, expert en marketing num\u00e9rique<\/a> : \u00a0en mati\u00e8re de marketing num\u00e9rique, il y a encore beaucoup d&rsquo;\u00e9ducation \u00e0 faire ! Tant de marketeurs c\u00e8dent \u00e0 la facilit\u00e9, qu&rsquo;il est utile de pouvoir rappeler les fondamentaux. C&rsquo;est ce que fait Herv\u00e9 Bloch de <a href=\"http:\/\/www.digilinx.fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Digilinx<\/a> dans ce petit ouvrage essentiel intitul\u00e9 \u00ab les sept p\u00e9ch\u00e9s capitaux des marketeurs digitaux \u00bb et qui d\u00e9crit les travers les plus fr\u00e9quents de nox chers confr\u00e8res, et ce qu&rsquo;il faudrait faire en regard de chacun de ces d\u00e9fauts de comportement.<\/em><\/p>\n<h2>Les 7 p\u00e9ch\u00e9s capitaux du marketing digital<\/h2>\n<figure id=\"attachment_57022\" aria-describedby=\"caption-attachment-57022\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/09\/jumpstory-download20200918-172548.jpg\"><img decoding=\"async\" class=\"wp-image-57022 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/09\/jumpstory-download20200918-172548.jpg\" alt=\"7 p\u00e9ch\u00e9s marketing digital \" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/09\/jumpstory-download20200918-172548.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/09\/jumpstory-download20200918-172548-459x300.jpg 459w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-57022\" class=\"wp-caption-text\">Herv\u00e9 Bloch a r\u00e9dig\u00e9 un livre essentiel pour monter les marches du marketing digital en sachant raison garder, en \u00e9vitant soigneusement les 7 p\u00e9ch\u00e9s capitaux<\/figcaption><\/figure>\n<p><!--more--><\/p>\n<p>Ouvrage essentiel disai-je, \u00e0 tel point que j&rsquo;en ai achet\u00e9 une cinquantaine pour le distribuer autour de moi \u00e0 chaque fois que j&rsquo;ai une question fondamentale sur le marketing num\u00e9rique.<\/p>\n<p><iframe title=\"[Fr] Les sept p\u00e9ch\u00e9s capitaux du Marketing Digital\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/iY32Kk6GC1A?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Dans cette premi\u00e8re vid\u00e9o enregistr\u00e9e dans mon bureau il y a quelques semaines, en fin 2011, je reviens avec Herv\u00e9 sur chacun de ces travers :<\/p>\n<ol>\n<li><strong>l&rsquo;orgueil<\/strong> : qui d\u00e9crit la propension \u00e0 se focaliser sur la joliesse dans la conception des sites marchands, au d\u00e9triment de l&rsquo;efficacit\u00e9 (ceci ne s&rsquo;applique pas d&rsquo;ailleurs qu&rsquo;aux sites marchands) ;<\/li>\n<li><strong>la paresse<\/strong> : qui fait tendre beaucoup de marketeurs vers la facilit\u00e9 de l&rsquo;achat de mots-cl\u00e9s (SEM) au d\u00e9triment de l&rsquo;optimisation du r\u00e9f\u00e9rencement naturel (SEO) ;<\/li>\n<li><strong>la luxure<\/strong> : o\u00f9 l&rsquo;on voit beaucoup de marketeurs acheter des adresses de prospects au kilo avant m\u00eame de savoir ce qu&rsquo;ils vont faire ;<\/li>\n<li><strong>l&rsquo;envie<\/strong> : c&rsquo;est-\u00e0-dire la propension \u00e0 bombarder ses abonn\u00e9s d&rsquo;e-mails, au lieu d&rsquo;abandonner le marketing de masse au profit de l&rsquo;e-mail marketing ;<\/li>\n<li><strong>la col\u00e8re<\/strong> : quand les marketeurs se bardent d&rsquo;outils qui veulent tout mesurer mais qu&rsquo;il n&rsquo;y a pas deux outils (notamment en mesure publicitaire et mesure d&rsquo;audience) qui disent la m\u00eame chose ;<\/li>\n<li><strong>l&rsquo;avarice<\/strong> : qui fait qu&rsquo;on oublie d&rsquo;investir dans la gestion de la relation client ou la gestion de la relation de ses prospects ;<\/li>\n<li><strong>la gourmandise<\/strong>\u00a0: enfin, qui pousse les marketeurs num\u00e9riques \u00e0 mon\u00e9tiser tout et n&rsquo;importe quoi, souvent au d\u00e9triment de leur propre chiffre d&rsquo;affaires ou de leurs objectifs non marchands dans le cas o\u00f9 le site ne l&rsquo;est pas.<\/li>\n<\/ol>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/01\/7pechescapitaux-marketingdigital.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-34272 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/11\/bouton-lire-le-livre-blanc.png\" alt=\"Les 7 p\u00e9ch\u00e9s du marketing digital\" width=\"450\" height=\"75\" \/><\/a><\/p>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/01\/illustration-grenouille2.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignleft wp-image-5589\" title=\"P\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/01\/illustration-grenouille2.jpg?w=300\" alt=\"\" width=\"147\" height=\"139\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/01\/illustration-grenouille2.jpg 571w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/01\/illustration-grenouille2-317x300.jpg 317w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/01\/illustration-grenouille2-300x283.jpg 300w\" sizes=\"(max-width: 147px) 100vw, 147px\" \/><\/a><\/p>\n<p><span class=\"removed_link\" title=\"http:\/\/wp.me\/my5\">Dans la vid\u00e9o pr\u00e9c\u00e9dente, nous avons vu Herv\u00e9 nous pr\u00e9senter les <strong>\u201c sept p\u00e9ch\u00e9s capitaux du marketing digital<\/strong><\/span><strong> \u201d<\/strong>. Dans cette deuxi\u00e8me partie, nous allons nous appesantir sur un des p\u00e9ch\u00e9s mignons de nos amis marketeurs (experts num\u00e9riques ou pas d&rsquo;ailleurs), qui consiste \u00e0 se reposer uniquement sur ce que l&rsquo;on appelle le SEM (search engine marketing) et de n\u00e9gliger de faire ses gammes, \u00e0 savoir <span class=\"removed_link\" title=\"http:\/\/bit.ly\/SEOYAG\"><strong>optimiser le r\u00e9f\u00e9rencement naturel de son site Web (SEO)<\/strong><\/span>. C&rsquo;est ce que Herv\u00e9 appelle le syndrome de la grenouille. Explications de l&rsquo;expert :<\/p>\n<p><iframe title=\"[Fr] Herv\u00e9 Bloch revient sur &quot;la paresse&quot;\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/lJOybE4FE1A?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Pour en savoir plus, sur le <span class=\"removed_link\" title=\"http:\/\/bit.ly\/SEOYAG\"><strong>r\u00e9f\u00e9rencement naturel<\/strong><\/span> et lire <strong><span class=\"removed_link\" title=\"http:\/\/bit.ly\/SEOYAG\">nos conseils adress\u00e9s au marketeurs<\/span><\/strong> (pas forc\u00e9ment sp\u00e9cialiste du num\u00e9rique) <span class=\"removed_link\" title=\"http:\/\/bit.ly\/SEOYAG\"><strong>nous vous recommandons de lire notre dossier d\u00e9di\u00e9 \u00e0 ce sujet<\/strong><\/span>.<\/p>\n<p>https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/01\/7pechescapitaux-marketingdigital.pdf<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;interview du jour &#8230;<\/p>\n<p>&#8230; est celle de notre confr\u00e8re Herv\u00e9 Bloch, expert en marketing num\u00e9rique :  En mati\u00e8re de marketing num\u00e9rique, il y a encore beaucoup d&rsquo;\u00e9ducation \u00e0 faire ! Tant de marketeurs c\u00e8dent \u00e0 la facilit\u00e9, qu&rsquo;il est utile de pouvoir rappeler les fondamentaux. C&rsquo;est ce que fait Herv\u00e9 Bloch de Digilinx dans ce petit ouvrage essentiel intitul\u00e9 \u00ab les sept p\u00e9ch\u00e9s capitaux des marketeurs digitaux \u00bb et qui d\u00e9crit les travers les plus fr\u00e9quents de nox chers confr\u00e8res, et ce qu&rsquo;il faudrait faire en regard de chacun de ces d\u00e9fauts de comportement. <\/p>\n","protected":false},"author":2,"featured_media":57022,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-5532","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les 7 p\u00e9ch\u00e9s capitaux du marketing digital avec Herv\u00e9 Bloch<\/title>\n<meta name=\"description\" content=\"Pour conna\u00eetre les 7 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