{"id":6818,"date":"2012-08-30T12:11:18","date_gmt":"2012-08-30T12:11:18","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=6818"},"modified":"2021-03-14T21:42:41","modified_gmt":"2021-03-14T20:42:41","slug":"quelques-tendances-du-marketing-digital-uemedef12","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2012\/08\/30\/quelques-tendances-du-marketing-digital-uemedef12\/","title":{"rendered":"Quelques tendances du marketing digital"},"content":{"rendered":"<p><em><span style=\"color: #4f81bd;\">Aujourd\u2019hui dans le cadre de l\u2019universit\u00e9 du MEDEF \u00e0 Jouy en Josas (campus de HEC), nous avons d\u00e9battu des tendances du digital en 2012-2013. Pour ce faire, un superbe panel d\u2019une quarantaine de blogueurs \u00e9tait pr\u00e9sent dans la salle blogueurs que nos lecteurs connaissent bien depuis 5 ans que nous allons \u00e0 l\u2019universit\u00e9 du MEDEF. Le d\u00e9bat \u00e9tait anim\u00e9 par : <\/span><\/em><\/p>\n<ul>\n<li>Emmanuel Vivier (Hubinstitute.com)<\/li>\n<li>Richard Menneveux (FrenchWeb.fr)<\/li>\n<li>Vincent Ducrey (Hubinstitute.com)<\/li>\n<li>Thomas Jamet (agence Moxie)<\/li>\n<\/ul>\n<p>Je traiterai ici de quelques points qui m\u2019ont sembl\u00e9 particuli\u00e8rement int\u00e9ressants :<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6866 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/09\/rpblogueurs-medef-2012_thumb.jpg\" alt=\"Universit\u00e9 d'\u00e9t\u00e9 du MEDEF\" width=\"484\" height=\"484\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/09\/rpblogueurs-medef-2012_thumb.jpg 484w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/09\/rpblogueurs-medef-2012_thumb-300x300.jpg 300w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/09\/rpblogueurs-medef-2012_thumb-150x150.jpg 150w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/09\/rpblogueurs-medef-2012_thumb-50x50.jpg 50w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/09\/rpblogueurs-medef-2012_thumb-125x125.jpg 125w\" sizes=\"(max-width: 484px) 100vw, 484px\" \/><\/p>\n<p><strong>IPO de Facebook : succ\u00e8s ou \u00e9chec ?<\/strong><\/p>\n<ul>\n<li><a href=\"http:\/\/frenchweb.fr\" target=\"_blank\" rel=\"noopener noreferrer\">Richard Menneveux<\/a> estime que cette IPO, malgr\u00e9 les difficult\u00e9s de mon\u00e9tisation et de valorisation, est un succ\u00e8s. L\u2019afflux d\u2019action (m\u00e9canisme naturel financier selon lui) a forc\u00e9ment fait baisser la valeur.<\/li>\n<li>Cela a fait r\u00e9agir la salle. Un blogueur (non identifi\u00e9) a estim\u00e9 que \u201cFacebook n\u2019a pas \u00e9t\u00e9 cr\u00e9\u00e9 pour \u00eatre une cas machine, la valeur va tomber \u00e0 7$ et elle remontera).<\/li>\n<li><span class=\"removed_link\" title=\"http:\/\/moxieparis.fr\">Thomas Jamet<\/span> a dit que les agences se posent aussi la question du \u201cfameux ROI\u201d, mais aussi que \u201cFacebook reste un canal extr\u00eamement puissant et la valeur est l\u00e0\u201d. Par contre, Facebook a besoin de r\u00e9fl\u00e9chir \u00e0 son mod\u00e8le d\u2019innovation publicitaire vs. une marchandisation \u00e0 outrance des donn\u00e9es personnelles des utilisateurs. Ceci \u00e9tant, Facebook est devenu quasiment un \u201cservice public\u201d et il ne sera pas possible selon lui de faire payer l\u2019acc\u00e8s.<\/li>\n<li><a href=\"http:\/\/hubinstitute.com\" target=\"_blank\" rel=\"noopener noreferrer\">Emmanuel Vivier<\/a> a rappel\u00e9 que les m\u00e9dias sociaux ne se limitent pas \u00e0 quelques outils et qu\u2019il y a \u201cplein de sous-communaut\u00e9s tr\u00e8s int\u00e9ressantes ; le tort des annonceurs \u00e9tant de chercher la facilit\u00e9\u201d. On pourrait \u00e9galement dire, et je me le permettrai, que les clients cherchent \u00e0 reproduire les mod\u00e8les publicitaires classiques.<\/li>\n<li>Laurent Baccin (pas de garantie sur l\u2019othographe du nom) a signal\u00e9 qu\u2019il ne fallait tout regarder comme un support de marketing direct, il \u201cfaut aussi faire de la communication\u201d et chercher le ROI imm\u00e9diat partout n\u2019est pas une solution. Apr\u00e8s tout, qui a dit qu\u2019il fallait automatiquement cliquer pour avoir per\u00e7u un message ? Il existe une foultitude de contre-exemples<\/li>\n<li><a href=\"http:\/\/frenchweb.fr\" target=\"_blank\" rel=\"noopener noreferrer\">Richard Menneveux<\/a> est revenu sur le fait que les m\u00e9triques sont tr\u00e8s disparates et que les outils de fusion des m\u00e9triques sont encore naissants et feront leur apparition bient\u00f4t.<\/li>\n<li><a href=\"http:\/\/www.google.fr\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;cad=rja&amp;ved=0CCUQFjAA&amp;url=http%3A%2F%2Fwww.fevad.com%2Fespace-presse%2Ffrancois-momboisse-a-ete-reelu-president-de-la-federation-du-e-commerce-et-de-la-vente-a-distance-fevad-1&amp;ei=IFM_UMbGN8rRhAeFpIGIBA&amp;usg=AFQjCNEUM3u9_b4qXMHHGScZKdtoHjSh_g&amp;sig2=zv9wTeDqUKK3jt8rtsr2Tg\" target=\"_blank\" rel=\"noopener noreferrer\">Fran\u00e7ois Momboisse Pr\u00e9sident de la FEVAD<\/a> a exprim\u00e9 que le paradigme a chang\u00e9. Les sites Web et notamment les sites marchands \u00e9taient dans le syndrome \u201cmarketing direct\u201d mais les choses ont chang\u00e9 avec l\u2019av\u00e8nement des m\u00e9dias sociaux.<\/li>\n<\/ul>\n<p><em>n\u2019h\u00e9sitez pas \u00e0 donner votre avis sur ce sujet qui a divis\u00e9 la salle sans qu\u2019on puisse arriver \u00e0 une conclusion tranch\u00e9e<\/em><\/p>\n<p><strong>Le buzz-word \u201cdigital\u201d va-t-il dispara\u00eetre ?<\/strong><\/p>\n<ul>\n<li>\n<div align=\"left\">le v\u00e9ritable enjeu selon Pierre <a href=\"http:\/\/pierre-philippe.blogspot.fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Philippe Cormeraie<\/a> et Thomas Jamet est de faire sortir le digital du silo et de faire en sorte que tout le monde dans l\u2019entreprise se le soit appropri\u00e9<\/div>\n<\/li>\n<li>\n<div align=\"left\">plusieurs des blogueurs sont \u00e9galement all\u00e9s dans ce sens y-compris moi-m\u00eame<\/div>\n<\/li>\n<\/ul>\n<p align=\"left\"><strong>Le Web est-il am\u00e9ricain ?<\/strong><\/p>\n<ul>\n<li>\n<div align=\"left\">Frenchweb a rencontr\u00e9 des Fran\u00e7ais dans toutes les entreprises am\u00e9ricaines, et qu\u2019il \u201cfaut avoir une vue plus globale du ph\u00e9nom\u00e8ne\u201d ; et de rappeler que le \u201cco-fondateur de LinkedIn \u00e9tait Fran\u00e7ais\u201d. Mais le probl\u00e8me est de passer le premier cap du financement car \u201cpeu de startups ont tendance \u00e0 d\u00e9velopper leur vision et de peu se pr\u00e9occuper de l\u2019accueil de l\u2019innovation par les clients\u201d. \u201cle trait de caract\u00e8re des Fran\u00e7ais est tel qu\u2019ils peuvent passer 3-4 ans sans trouver leurs clients\u201d. La tendance lourde cependant est que les Fran\u00e7ais cr\u00e9ent des entreprises en France, mais surtout \u00e0 l\u2019\u00e9tranger \u2026 c\u2019est l\u00e0 la tendance majeure selon Richard Menneveux.<\/div>\n<\/li>\n<li>\n<div align=\"left\">Cependant, Richard a pr\u00e9cis\u00e9 \u201cqu\u2019il est difficile de comparer des march\u00e9s o\u00f9 les devices et les usages \u2013 notamment en Cor\u00e9e \u2013 sont tr\u00e8s diff\u00e9rents de ce que nous avons en France\u201d.\u00a0 La 4G par exemple est vue tr\u00e8s diff\u00e9remment en Asie qu\u2019en Europe, o\u00f9 elle est encore naissante a ajout\u00e9 le fondateur de Frenchweb.fr<\/div>\n<\/li>\n<\/ul>\n<p align=\"left\">\u2026 et bien d\u2019autres sujets mais il n\u2019est pas possible de tout traiter ici !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aujourd\u2019hui dans le cadre de l\u2019universit\u00e9 du MEDEF \u00e0 Jouy en Josas (campus de HEC), nous avons d\u00e9battu des tendances du digital en 2012-2013. Pour ce faire, un superbe panel d\u2019une quarantaine de blogueurs \u00e9tait pr\u00e9sent dans la salle blogueurs que nos lecteurs connaissent bien depuis 5 ans que nous allons \u00e0 l\u2019universit\u00e9 du MEDEF. &hellip;<\/p>\n","protected":false},"author":2,"featured_media":6866,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-6818","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 v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quelques tendances du marketing digital<\/title>\n<meta name=\"description\" content=\"Aujourd\u2019hui dans le cadre de l\u2019universit\u00e9 du MEDEF \u00e0 Jouy en Josas (campus de HEC), nous avons d\u00e9battu des tendances du digital en 2012-2013. 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