{"id":7079,"date":"2012-10-11T11:45:22","date_gmt":"2012-10-11T09:45:22","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=7079"},"modified":"2024-02-06T06:41:46","modified_gmt":"2024-02-06T05:41:46","slug":"digital-communication","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2012\/10\/11\/digital-communication\/","title":{"rendered":"Le digital est la nouvelle r\u00e9alit\u00e9 de la communication"},"content":{"rendered":"<p><em>Le digital est la nouvelle r\u00e9alit\u00e9 de la communication. C\u2019est <\/em><em><a href=\"http:\/\/fr.wikipedia.org\/wiki\/Jean-Marie_Dru\" target=\"_blank\" rel=\"noopener noreferrer\">Jean Marie Dru, pr\u00e9sident de TBWA<\/a> worldwide qui l&rsquo;a dit en ouvrant la version 2012 du <a href=\"https:\/\/web.archive.org\/web\/20131004173722\/http:\/\/www.hubforum.com:80\/paris\/2012\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hubforum.<\/a>\u00a0Il s\u2019<\/em><em>est pr\u00e9sent\u00e9 en \u201cv\u00e9t\u00e9ran de plus de 40 de la communication\u201d et a avou\u00e9 \u201cne pas pouvoir pr\u00e9tendre pr\u00e9dire l\u2019avenir\u201d. Sa pr\u00e9sentation ne s\u2019est donc pas tourn\u00e9e vers l\u2019avenir mais le pr\u00e9sent de la communication avec <\/em><em>deux constats pour le marketing num\u00e9rique (digital) en 2012.<\/em><\/p>\n<h2>Le digital est la nouvelle r\u00e9alit\u00e9 de la communication<\/h2>\n<figure id=\"attachment_7078\" aria-describedby=\"caption-attachment-7078\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-7078 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/10\/image_thumb6-e1615753075203.jpg\" alt=\"Le digital est la nouvelle r\u00e9alit\u00e9 de la communication\" width=\"519\" height=\"340\" \/><figcaption id=\"caption-attachment-7078\" class=\"wp-caption-text\">Le digital est la nouvelle r\u00e9alit\u00e9 de la communication &#8211; <em>[Jean Marie Dru ce matin dans son discours d\u2019introduction du Hubforum 2012]<\/em><\/figcaption><\/figure>\n<p><strong>Premier constat <\/strong>fait par le grand patron de Pub : \u201cLe digital est la nouvelle r\u00e9alit\u00e9 de la communication\u201d a affirm\u00e9 Jean Marie Dru, d\u00e9crivant un monde o\u00f9 l\u2019Internet est entr\u00e9 dans tous les comportements de la vie et de l\u2019\u00e9conomie, en phase avec une pr\u00e9sentation que j\u2019ai r\u00e9alis\u00e9e r\u00e9cemment et qui est <a href=\"https:\/\/www.slideshare.net\/Orange\/en-14574455\" target=\"_blank\" rel=\"noopener noreferrer\">disponible sur l\u2019espace Slideshare d\u2019Orange<\/a>. Il n\u2019est donc plus possible de \u201claisser le digital dans son coin\u201d, il est devenu une composante majeure de tout ce que nous faisons.<\/p>\n<ul>\n<li>Jean Marie Dru a montr\u00e9 l\u2019exemple <a href=\"http:\/\/www.youtube.com\/watch?v=fGaVFRzTTP4\" target=\"_blank\" rel=\"noopener noreferrer\">Tesco homeplus<\/a> en Cor\u00e9e du Sud (qui a donn\u00e9 aussi des id\u00e9es \u00e0 Carrefour plus r\u00e9cemment) et un autre permettant de commander une Pizza depuis un aimant sur un frigo (voir l\u2019op\u00e9ration <a href=\"https:\/\/web.archive.org\/web\/20210324173155\/https:\/\/mashable.com\/2012\/03\/26\/magnet-pizza\/\" target=\"_blank\" rel=\"noopener noreferrer\">VIP fridge magnet Dubai<\/a>) ;<\/li>\n<li>Il a avou\u00e9 \u00e9galement \u201cne jamais imaginer qu\u2019il pourrait avoir autant d\u2019ing\u00e9nieurs dans son r\u00e9seau d\u2019agences\u201d, montrant ainsi la transformation du monde de la communication ;<\/li>\n<li>le m\u00e9tier de l\u2019agence est en train de changer et tous les march\u00e9s sont en train de se r\u00e9inventer en profondeur. Le digital est donc bien au c\u0153ur de ces activit\u00e9s, et par voie de cons\u00e9quence, de celles de ses annonceurs.<\/li>\n<\/ul>\n<p><strong>Deuxi\u00e8me constat<\/strong> du patron de TBWA, le digital est multi-disciplinaire et n\u2019est pas r\u00e9ductible \u00e0 une seule agence :<\/p>\n<ul>\n<li>le digital n\u2019est pas une discipline, c\u2019est \u201cun \u00e9l\u00e9ment de r\u00e9g\u00e9n\u00e9rescence de toutes les disciplines\u201d ;<\/li>\n<li>Chez TBWA le digital est donc dilu\u00e9 dans toutes\u00a0 les composantes des agences qui font partie du groupe (buzz\/RP\/relations blogueurs\/publicit\u00e9 en ligne\/d\u00e9veloppements web\/e-commerce etc.) ;<\/li>\n<li>le service client est aussi confront\u00e9 \u00e0 une r\u00e9volution sous l\u2019impulsion du digital et les annonceurs doivent en tenir compte.<\/li>\n<\/ul>\n<p>En conclusion, selon Jean Marie Dru, il est impensable qu\u2019une marque globale limite le digital \u00e0 un seul d\u00e9partement. Deuxi\u00e8mement, si la gestion d\u2019une marque doit int\u00e9grer un message global, elle doit aussi adapter son message aux sp\u00e9cificit\u00e9s locales. Ainsi, TBWA n\u2019a pas choisi d\u2019avoir un p\u00f4le digital d\u00e9di\u00e9 mais d\u2019int\u00e9grer le digital dans chacune de ses activit\u00e9s. cette r\u00e9volution du digital se retrouve chez la plupart des annonceurs qui affichent suffisamment de maturit\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le digital est la nouvelle r\u00e9alit\u00e9 de la communication. C\u2019est Jean Marie Dru, pr\u00e9sident de TBWA worldwide qui l&rsquo;a dit en ouvrant la version 2012 du Hubforum.\u00a0Il s\u2019est pr\u00e9sent\u00e9 en \u201cv\u00e9t\u00e9ran de plus de 40 de la communication\u201d et a avou\u00e9 \u201cne pas pouvoir pr\u00e9tendre pr\u00e9dire l\u2019avenir\u201d. Sa pr\u00e9sentation ne s\u2019est donc pas tourn\u00e9e vers &hellip;<\/p>\n","protected":false},"author":2,"featured_media":7078,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2898],"tags":[],"class_list":["post-7079","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-digitale"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le digital est la nouvelle r\u00e9alit\u00e9 de la communication<\/title>\n<meta name=\"description\" content=\"Le digital est la nouvelle r\u00e9alit\u00e9 de la communication. 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