{"id":75012,"date":"2023-03-07T08:55:50","date_gmt":"2023-03-07T07:55:50","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=75012"},"modified":"2023-10-06T18:57:37","modified_gmt":"2023-10-06T16:57:37","slug":"livre-marketing-digital","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2023\/03\/07\/livre-marketing-digital\/","title":{"rendered":"Le marketing digital de @ \u00e0 Z &#8211; #MDAZ"},"content":{"rendered":"<p><em>Un nouveau livre de r\u00e9f\u00e9rence sur le marketing digital, le marketing digital de @ \u00e0 Z est en cours d\u2019\u00e9criture chez <a href=\"https:\/\/www.eyrolles.com\" target=\"_blank\" rel=\"noopener\">Eyrolles<\/a>. Les reporters de Visionary Marketing vous disent tout sur ce nouvel ouvrage qui, si tout se passe bien, sortira fin\u00a02023 et qui a pour ambition de devenir un livre de r\u00e9f\u00e9rence sur le marketing digital \u00e0 l\u2019attention des professionnels des entreprises. Dans une vid\u00e9o introductive, premi\u00e8re d\u2019une s\u00e9rie, les auteurs pr\u00e9sentent leur futur ouvrage, dont la r\u00e9daction est d\u00e9j\u00e0 bien entam\u00e9e.\u00a0<\/em><\/p>\n<h2>Un livre marketing digital\u00a0de @ \u00e0 Z<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-75013\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/03\/mktg-digital-de-a-a-z-episodes-1-a-500-00-05-12still001-1024x576.png\" alt=\"Le marketing digital de @ \u00e0 Z\" width=\"1024\" height=\"576\" \/><\/p>\n<h3>Un livre de r\u00e9f\u00e9rence sur le marketing digital chez Eyrolles<\/h3>\n<p>Visionary Marketing a le plaisir de vous pr\u00e9senter ce futur ouvrage qui sera publi\u00e9 chez Eyrolles en fin\u00a02023. Son titre\u00a0: <strong>Le marketing digital de @ \u00e0 Z<\/strong>. Son ambition\u00a0: devenir un livre de r\u00e9f\u00e9rence sur le marketing digital. Il sera accompagn\u00e9 d\u2019exercices, de ressources en ligne pour poursuivre sa lecture et de t\u00e9moignages.<\/p>\n<p>Il sera l\u2019\u0153uvre de Hubert Kratiroff et Yann Gourvennec et est plac\u00e9 sous la direction \u00e9ditoriale de Florian Migairou.<!--more--><\/p>\n<figure id=\"attachment_75016\" aria-describedby=\"caption-attachment-75016\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-75016 size-large\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/03\/livre-marketing-digital-1024x576.jpg\" alt=\"Livre marketing digital\" width=\"1024\" height=\"576\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/03\/livre-marketing-digital-1024x576.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/03\/livre-marketing-digital-500x281.jpg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/03\/livre-marketing-digital-768x432.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/03\/livre-marketing-digital-1536x864.jpg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/03\/livre-marketing-digital-390x220.jpg 390w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/03\/livre-marketing-digital.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-75016\" class=\"wp-caption-text\">Hubert Kratiroff et Yann Gourvennec (de droite \u00e0 gauche) pr\u00e9sentent l\u2019ouvrage, dont le hashtag sera #MDAZ<\/figcaption><\/figure>\n<p>Dans cette vid\u00e9o, la premi\u00e8re d\u2019une nombreuse s\u00e9rie que nous enregistrons avec Hubert<\/p>\n<p><iframe title=\"Le marketing digital de @ \u00e0 Z   episode 1 : l&#039;audience du livre #MDAZ\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/uXBEkHweewU?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>Voici une transcription de la vid\u00e9o qui vous pr\u00e9sente le livre et surtout\u2026 les personnes pour qui nous \u00e9crivons et dans quel but.<\/p>\n<h3>La chose la plus importante dans un livre ce sont les lecteurs pour qui on l\u2019\u00e9crit<\/h3>\n<p><strong>Hubert\u00a0: <\/strong>Nous allons\u00a0aller de A (@) \u00e0 Z, nous allons parler de mail et de la GenZ. Ce livre de marketing digital sera un ouvrage complet. La premi\u00e8re chose \u00e0 voir et la suivante. La chose la plus importante quand on \u00e9crit un livre, ne nous en d\u00e9plaise, ce ne sont pas tellement les auteurs. N\u2019en d\u00e9plaise \u00e0 Eyrolles, ce n\u2019est pas tellement l\u2019\u00e9diteur. N\u2019en d\u00e9plaise \u00e0 ceux qui sont des universitaires, fans du livre, ce n\u2019est pas tellement la mati\u00e8re ni la connaissance.<\/p>\n<blockquote class=\"quote-light\"><p>La question la plus importante quand on \u00e9crit un livre, c\u2019est pour qui on l\u2019\u00e9crit<\/p><\/blockquote>\n<p>Et donc si on parlait un peu de l\u2019audience \u00e0 ton avis, pour qui on \u00e9crit ce bouquin\u2009?<\/p>\n<h3>Un livre de r\u00e9f\u00e9rence<\/h3>\n<p><strong>Yann<\/strong>\u00a0: L\u2019id\u00e9e derri\u00e8re ce livre, c\u2019est d\u2019en faire un livre de r\u00e9f\u00e9rence. Donc la barre est assez haute.<\/p>\n<blockquote class=\"quote-light\"><p>Ce sera un livre de marketing digital \u00e0 destination des professionnels<\/p><\/blockquote>\n<p>Ce sont des professionnels du marketing en g\u00e9n\u00e9ral. On s\u2019adresse ici \u00e0 des professionnels des entreprises. On ne s\u2019adresse pas uniquement \u00e0 des geeks, m\u00eame si les geeks sont les bienvenus. Il est vrai que nous sommes un peu des geeks aussi, donc on ne va pas les exclure. Mais avant tout, nous nous adressons \u00e0 tous les professionnels de l\u2019entreprise. C\u2019est pour cela que nous utiliserons un vocabulaire le plus pr\u00e9cis possible, le plus clair possible, en essayant de jargonner le moins possible.<\/p>\n<blockquote class=\"quote-light\"><p>Le Hashtag #MDAZ c\u2019est du jargon, mais on peut l\u2019expliquer simplement<\/p><\/blockquote>\n<p><strong>Hubert<\/strong>\u00a0: Si je dis #MDAZ, c\u2019est du jargon. Cela veut dire, si on l\u2019explique simplement, qu\u2019on va communiquer sur le livre avec un hashtag #MDAZ, pour Marketing Digital de A \u00e0 Z, ou de @ \u00e0 Z.<\/p>\n<h3>Pour ceux qui veulent embrasser une carri\u00e8re dans le digital<\/h3>\n<p>Quand tu dis \u00ab\u2009les professionnels du marketing\u2009\u00bb, peut-on y inclure les futurs professionnels du marketing, ceux qui sont aujourd\u2019hui dans la vente ou dans une autre fonction et qui veulent rejoindre la communaut\u00e9 du marketing digital\u2009?<\/p>\n<p><strong>Yann\u00a0: <\/strong>Absolument\u2009! Et surtout, on pense bien entendu aux \u00e9tudiants dont certains sont peut-\u00eatre m\u00eame nos \u00e9tudiants. Et \u00e0 tous ceux qui ont besoin d\u2019embrasser cette discipline qui est tr\u00e8s large. Car le marketing digital est \u00e0 la fois complexe, large et qui touche un peu \u00e0 tout.<\/p>\n<p><strong>Hubert<\/strong> Autre sujet \u00e0 aborder justement, le champ de ce livre de marketing digital et son lectorat. S\u2019adresse-t-on aux patrons d\u2019entreprises, aux dirigeants, aux directeurs financiers\u2009? Le but est-il de les aider \u00e0 mieux comprendre le marketing digital\u2009?<\/p>\n<p><strong>Yann<\/strong> Bien s\u00fbr que nous nous adressons \u00e0 eux\u2009! M\u00eame si nous n\u2019avons pas voulu reprendre les titres d\u2019ouvrages pr\u00e9c\u00e9dents (<a href=\"https:\/\/visionarymarketing.com\/fr\/livres-marketing\/\">\u00e0 mon boss<\/a>). Mais l\u2019esprit est toujours l\u00e0. On s\u2019adresse bien entendu aux d\u00e9cideurs et finalement \u00e0 tous les membres de l\u2019entreprise qui sont partie prenante des d\u00e9cisions qui touchent le digital.<\/p>\n<p>Voil\u00e0 pour cette introduction. \u00c0 bient\u00f4t pour une deuxi\u00e8me vid\u00e9o qui expliquera \u00ab\u2009comment nous avons \u00e9crit ce livre\u2009\u00bb.<\/p>\n<p>&nbsp;<\/p>\n<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Le marketing digital de @ \u00e0 Z &amp;#8211; #MDAZ\" \/><meta itemprop=\"uploadDate\" content=\"2023-03-07T08:55:50+01:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT5M59S\" \/><meta itemprop=\"description\" content=\"Un nouveau livre de r\u00e9f\u00e9rence sur le marketing digital, le marketing digital de @ \u00e0 Z est en cours d\u2019\u00e9criture chez Eyrolles. Les reporters de Visionary Marketing vous disent tout sur ce nouvel ouvrage qui, si tout se passe bien, sortira fin\u00a02023 et q...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-03-07-MDAZ-audience-mixdown.mp3\" \/><meta itemprop=\"contentSize\" content=\"3.8\" \/><div class=\"powerpress_player\" id=\"powerpress_player_6559\"><audio class=\"wp-audio-shortcode\" id=\"audio-75012-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-03-07-MDAZ-audience-mixdown.mp3?_=1\" \/><a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-03-07-MDAZ-audience-mixdown.mp3\">https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-03-07-MDAZ-audience-mixdown.mp3<\/a><\/audio><\/div><\/div><p class=\"powerpress_links powerpress_links_mp3\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-03-07-MDAZ-audience-mixdown.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('https:\/\/visionarymarketing.com\/fr\/\/?powerpress_pinw=75012-podcast');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-03-07-MDAZ-audience-mixdown.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"2023-03-07-MDAZ-audience-mixdown.mp3\">Download<\/a> (Duration: 5:59 &#8212; 3.8MB)<\/p><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/us\/podcast\/visionarymarketing-les-interviews\/id731295319?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fvisionarymarketing.com%2F%3Fp%3D75012\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/open.spotify.com\/show\/52VnZ1mhVSnDs4tQOx7Vuc\" class=\"powerpress_link_subscribe powerpress_link_subscribe_spotify\" target=\"_blank\" title=\"Subscribe on Spotify\" rel=\"nofollow\">Spotify<\/a> | <a href=\"https:\/\/subscribeonandroid.com\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_android\" target=\"_blank\" title=\"Subscribe on Android\" rel=\"nofollow\">Android<\/a> | <a href=\"https:\/\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Un nouveau livre de r\u00e9f\u00e9rence sur le marketing digital, le marketing digital de @ \u00e0 Z est en cours d\u2019\u00e9criture chez Eyrolles. Les reporters de Visionary Marketing vous disent tout sur ce nouvel ouvrage qui, si tout se passe bien, sortira fin\u00a02023 et qui a pour ambition de devenir un livre de r\u00e9f\u00e9rence sur le &hellip;<\/p>\n","protected":false},"author":2,"featured_media":75013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5129],"tags":[],"class_list":["post-75012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mdaz"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>livre marketing digital: Le marketing digital de @ \u00e0 Z - #MDAZ<\/title>\n<meta name=\"description\" content=\"Un nouveau livre de r\u00e9f\u00e9rence sur le marketing digital, Le marketing digital de @ \u00e0 Z est en cours d&#039;\u00e9criture chez Eyrolles : sortie fin 2023\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2023\/03\/07\/livre-marketing-digital\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"livre marketing digital: Le marketing digital de @ \u00e0 Z - #MDAZ\" \/>\n<meta property=\"og:description\" content=\"Un nouveau livre de r\u00e9f\u00e9rence sur le marketing digital, Le marketing digital de @ \u00e0 Z est en cours d&#039;\u00e9criture chez Eyrolles : sortie fin 2023\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2023\/03\/07\/livre-marketing-digital\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-07T07:55:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-06T16:57:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/03\/mktg-digital-de-a-a-z-episodes-1-a-500-00-05-12still001-e1678173628592.png\" \/>\n\t<meta property=\"og:image:width\" content=\"519\" \/>\n\t<meta property=\"og:image:height\" content=\"339\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2023\\\/03\\\/07\\\/livre-marketing-digital\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2023\\\/03\\\/07\\\/livre-marketing-digital\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"Le marketing digital de @ \u00e0 Z &#8211; 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