{"id":65597,"date":"2021-11-10T08:50:00","date_gmt":"2021-11-10T07:50:00","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=65597"},"modified":"2022-05-13T19:50:11","modified_gmt":"2022-05-13T17:50:11","slug":"marketing-et-ethique","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2021\/11\/10\/marketing-et-ethique\/","title":{"rendered":"Quand marketing \u00e9thique rime avec performance"},"content":{"rendered":"

Contrairement \u00e0 ce que l’on pourrait penser, marketing \u00e9thique rime avec performance. Pour faire suite \u00e0 <\/i>une s\u00e9rie de billets<\/a> sur l’\u00e9thique et la responsabilit\u00e9 du marketing, et dans la foul\u00e9e du <\/i>manifeste lanc\u00e9 par Adetem<\/a> auquel Visionary Marketing a particip\u00e9, nous vous convions \u00e0 un \u00e9v\u00e9nement en ligne dont nous sommes partenaire, sur le sujet de l’\u00e9thique et du marketing. Ce <\/i>webinaire aura lieu le 24 novembre de 11h00 \u00e0 12h30<\/a>. Pour vous pr\u00e9senter cet \u00e9v\u00e9nement, j’ai convi\u00e9 Vincent Fournout de Sendethic,\u00a0organisateur de ce webinaire et acteur engag\u00e9 du marketing \u00e9thique, \u00e0 expliquer sa vision et les objectifs de cet \u00e9v\u00e9nement dans un podcast.<\/i><\/p>\n

Marketing et \u00e9thique : performance et \u00e9thique sont parfaitement compatibles<\/h2>\n
\"marketing<\/a>
Marketing \u00e9thique rime avec performance. Selon Vincent Fournout<\/a> de Sendethic, ce sont m\u00eame les marketeurs les plus respectueux qui sont les plus efficaces. Une affirmation qui ne nous surprend gu\u00e8re.<\/figcaption><\/figure>\n

<\/p>\n

Sendethic<\/a> a sa raison d’\u00eatre inscrite dans ses statuts, qui est de d’aider les organisations \u00e0 faire la symbiose entre \u00e9thique et performance. C’est un vaste programme et qui soul\u00e8ve de tr\u00e8s nombreuses questions. On peut se dire \u00ab\u00a0Mais comment faire ? Ah oui, ce serait bien, mais bon, je n’y arrive pas, et de toute fa\u00e7on, \u00e7a ne va pas servir \u00e0 grand chose\u00a0\u00bb… Et pourtant, marketing et \u00e9thique sont indissociablement li\u00e9s.<\/p>\n

\"marketing
Les 7 invit\u00e9s de choix de cette table ronde en ligne (de gauche \u00e0 droite)\u00a0Isabelle MASHOLA CEO d’ISAHIT\u00a0Lionel CURT CEO De MNSTR et Pr\u00e9sident de l’AACC Digital, \u00a0Florian FORESTIER. Philosophe,\u00a0Christophe COUSIN Data Guru et CEO d’ANABATIQ,\u00a0Benoit DUBOS, CEO de SCALEZIA. Growthhacker responsable,\u00a0Liliane de Carvalho Responsable juridique et DPO du groupe Madrigall (Gallimard),\u00a0Fr\u00e9d\u00e9ric CAVAZZA Co fondateur de SYSK<\/figcaption><\/figure>\n

A travers cet \u00e9v\u00e9nement, nous allons \u00e9changer avec ceux qui sont confront\u00e9s \u00e0 ces sujets : les acteurs de la donn\u00e9e, de la publicit\u00e9, de l’entrepreneuriat \u00e0 impact et des services juridiques … Ils vont tous nous partager leurs exp\u00e9riences et nous allons leur poser la question : \u00ab\u00a0Comment r\u00e9aliser concr\u00e8tement la symbiose entre \u00e9thique et performance ?\u00a0\u00bb<\/p>\n

Responsabilit\u00e9 et performance, est-ce v\u00e9ritablement compatible \u00e0 l’heure du \u00ab\u00a0Growth Hacking\u00a0\u00bb ?<\/h3>\n

Depuis des ann\u00e9es, nous disons \u00e0 nos clients qu’il faut envoyer moins de mails, qu’il faut mieux cibler. C’est la base. Et au d\u00e9but, on pr\u00eachait dans le d\u00e9sert. D\u00e9sormais, tous les marketeurs s\u00e9rieux ont fait \u00e9voluer leurs pratiques<\/strong>.<\/p>\n

Le volume moyen est pass\u00e9 d’environ 200 000 envois d’emails \u00e0 20 envois de 10 000<\/p><\/blockquote>\n

Les\u00a0 clients qui n’ont pas op\u00e9r\u00e9 ce changement et qui sont encore en train de \u00ab\u00a0shooter\u00a0\u00bb sur leurs grosses bases vont progressivement aller dans le mur. Tout cela sans m\u00eame parler du consentement. Le ciblage est une bonne pratique \u00e9thique puisqu’elle est moins syst\u00e9matique et plus \u00e9cologiquement responsable<\/strong>.<\/p>\n

Ce sont les marketeurs qui ont chang\u00e9 leurs m\u00e9thodes qui r\u00e9ussissent<\/p><\/blockquote>\n

Il n’y a donc pas d’opposition entre performance et \u00e9thique, au contraire. Nous voyons ainsi les indicateurs \u00e9voluer dans les entreprises. Ces derni\u00e8res ne sont plus bloqu\u00e9es sur le chiffre d’affaires \u00e0 3 mois. D’autres indicateurs qui ont un poids sur la satisfaction du client ou l’impact carbone sont d\u00e9sormais pris en compte.<\/p>\n

On peut toujours dire que cela n’est pas suffisant, mais c’est n\u00e9anmoins une avanc\u00e9e positive.<\/p>\n

Nous voyons des appels d’offres \u00e9manant de grosses organisations qui introduisent ces notions d’\u00e9thique de mani\u00e8re explicite<\/p><\/blockquote>\n

Ce webinaire est destin\u00e9 \u00e0 tous les marketeurs qui sont int\u00e9ress\u00e9s ou intrigu\u00e9s par ces questions<\/strong><\/p>\n

Nous organisons ce webinaire pour montrer que marier \u00e9thique et performance est possible. Il faut se creuser la t\u00eate un tant soit peu et avancer sur cette voie.<\/p>\n

Il est \u00e9vident que si on se dit que cela ne sert \u00e0 rien, nous ne ferons aucune avanc\u00e9e. Nous organisons ce webinaire pour donner envie, faire avancer le d\u00e9bat et avancer concr\u00e8tement sur ces sujets<\/strong>.<\/p>\n

\"\"<\/a><\/p>\n

https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2021-11-10-Sendethic-evenement-mixdown.mp3<\/a><\/audio><\/div><\/div>

Podcast: Play in new window<\/a> | Download<\/a> (Duration: 6:04 — 8.4MB)<\/p>

Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Contrairement \u00e0 ce que l’on pourrait penser, marketing \u00e9thique rime avec performance. Pour faire suite \u00e0 une s\u00e9rie de billets sur l’\u00e9thique et la responsabilit\u00e9 du marketing, et dans la foul\u00e9e du manifeste lanc\u00e9 par Adetem auquel Visionary Marketing a particip\u00e9, nous vous convions \u00e0 un \u00e9v\u00e9nement en ligne dont nous sommes partenaire, sur le …<\/p>\n","protected":false},"author":2,"featured_media":65598,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-65597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nMarketing \u00e9thique performance et responsabilit\u00e9 soci\u00e9tale<\/title>\n<meta name=\"description\" content=\"Contrairement \u00e0 ce que l'on pourrait penser, marketing \u00e9thique rime avec performance. 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/65597","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=65597"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/65597\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/65598"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=65597"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=65597"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=65597"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}