{"id":81746,"date":"2024-10-28T19:25:54","date_gmt":"2024-10-28T18:25:54","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=81746"},"modified":"2024-10-28T19:44:48","modified_gmt":"2024-10-28T18:44:48","slug":"marketing-digital-de-2025","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2024\/10\/28\/marketing-digital-de-2025\/","title":{"rendered":"Marketing digital de 2025, rien ne sera plus jamais comme avant"},"content":{"rendered":"<p><em>Dire du marketing digital de 2025 que rien ne sera plus comme avant pourrait sembler \u00eatre un lieu commun. Mais il n&rsquo;en est rien. C&rsquo;est que nous d\u00e9montrons dans le livre <a href=\"https:\/\/visionarymarketing.com\/fr\/livres-marketing-digital\/\">Le marketing digital de @ \u00e0 Z<\/a> publi\u00e9 avec Hubert Kratiroff chez Eyrolles en 2024. Je reviens sur ces concepts dans une interview accord\u00e9e \u00e0 notre confr\u00e8re <a href=\"https:\/\/jouvenot.com\/le-changement-radical-du-modele-digital-est-ineluctable-et-redefinira-le-marketing\/\" target=\"_blank\" rel=\"noopener\">Bertrand Jouvenot<\/a>. Voici un extrait de cet entretien que vous retrouverez bient\u00f4t en int\u00e9grale en podcast (le temps de l&rsquo;enregistrer).\u00a0<\/em><\/p>\n<h2>Le marketing digital de 2025 ne sera plus jamais comme avant<\/h2>\n<figure id=\"attachment_81755\" aria-describedby=\"caption-attachment-81755\" style=\"width: 1456px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-81755 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/02\/1730104605623.jpeg\" alt=\"Marketing digital 2025\" width=\"1456\" height=\"816\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/02\/1730104605623.jpeg 1456w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/02\/1730104605623-500x280.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/02\/1730104605623-1024x574.jpeg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/02\/1730104605623-768x430.jpeg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/02\/1730104605623-390x220.jpeg 390w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\" \/><figcaption id=\"caption-attachment-81755\" class=\"wp-caption-text\">Le marketing digital fr 2025 ne sera plus comme avant<\/figcaption><\/figure>\n<h3>Pourquoi avoir \u00e9crit ce livre\u2026 maintenant ?<\/h3>\n<p>Nous avons pr\u00e9cis\u00e9ment entam\u00e9 l\u2019ouvrage en r\u00e9pondant \u00e0 cette question.30 ans apr\u00e8s nos d\u00e9buts dans le Web, le digital est au c\u0153ur d\u2019un paradoxe. Il est devenu incontournable et omnipr\u00e9sent et pourtant, nous sommes loin d\u2019\u00eatre arriv\u00e9s \u00e0 un niveau de compr\u00e9hension et d\u2019int\u00e9gration total de ses composantes dans la strat\u00e9gie marketing des entreprises.<\/p>\n<p><!--more-->Et ceci m\u00eame si le miroir d\u00e9formant de l\u2019IA g\u00e9n\u00e9rative fait encore accroire \u00e0 une r\u00e9volution achev\u00e9e de la transformation num\u00e9rique.En cons\u00e9quence, nous tentons, dans ce livre, de remettre la discipline du digital dans cette mouvance strat\u00e9gique, en fournissant aux responsables num\u00e9riques, aux praticiens du digital, \u00e0 leurs interlocuteurs et aux responsables d\u2019entreprise, un prisme pour d\u00e9coder les \u00e9volutions technologiques en cours, leurs cons\u00e9quences et les mani\u00e8res les plus efficaces de mettre en \u0153uvre les innovations num\u00e9riques.<\/p>\n<p>Car le num\u00e9rique ne sera plus jamais comme avant, il faut se pr\u00e9parer \u00e0 des changements radicaux, de business mod\u00e8les, de m\u00e9thodes, de m\u00e9tiers, de techniques et d\u2019outils. C\u2019est cela le sujet de ce livre, ce n\u2019est pas qu\u2019un ouvrage explicatif, c\u2019est aussi un outil de compr\u00e9hension des enjeux de demain pour le marketing digital.<\/p>\n<h2>Une page de votre livre, ou un passage, qui vous repr\u00e9sente le mieux ?<\/h2>\n<p>Notre chapitre 16, page 207, enjoint les lecteurs de garder la t\u00eate froide vis-\u00e0-vis des innovations et d\u2019int\u00e9grer la courbe de digestion des technologies. En voici un extrait :<\/p>\n<blockquote class=\"quote-light\"><p>\u00ab Les techniciens les plus aguerris savent que plus on ma\u00eetrise la technologie, plus on est capable de prendre du recul par rapport \u00e0 elle.Le d\u00e9faut de nombre de marketeurs est justement de prendre toute technologie pour argent comptant. Au contraire, le bon technologue et le bon data marketeur sauront prendre du recul par rapport aux promesses de la technologie et partir du scepticisme pour b\u00e2tir quelque chose de positif [\u2026] Pour aider les marketeurs \u00e0 y voir plus clair, nous leur conseillons de s\u2019appuyer sur notre courbe de digestion des technologies. \u00bb<\/p><\/blockquote>\n<p>Ce chapitre donnera au lecteur la vision n\u00e9cessaire au d\u00e9codage de ces technologies qui changent sans cesse et qui font \u00e9voluer notre paysage.<\/p>\n<h2>Les tendances qui \u00e9mergent \u00e0 peine et auxquelles vous croyez le plus ?<\/h2>\n<p>La \u00ab <strong>d\u00e9plateformisation<\/strong> \u00bb, l\u2019\u00e9volution de l\u2019\u00e9cosyst\u00e8me du Web, le retour des communaut\u00e9s en propre et du bouche-\u00e0-oreille. Les marketeurs vont devoir changer de braquet et travailler au plus pr\u00e8s de leurs communaut\u00e9s et de leurs audiences. Ce qui leur paraissait \u00eatre un gadget marketing, \u00ab le marketing social \u00bb, devra devenir leur quotidien de demain. Mais pas forc\u00e9ment de la mani\u00e8re qu\u2019ils croient.C\u2019est pour cela que nous avons d\u00e9di\u00e9 une partie compl\u00e8te du livre \u00e0 ce sujet du marketing du bouche-\u00e0-oreille.Le paysage du digital va se transformer de mani\u00e8re radicale dans les mois et ann\u00e9es qui viennent, il faut s\u2019y pr\u00e9parer.<\/p>\n<p>Lire la suite <a href=\"https:\/\/jouvenot.com\/le-changement-radical-du-modele-digital-est-ineluctable-et-redefinira-le-marketing\/\" target=\"_blank\" rel=\"noopener\">sur le blog de Bertrand Jouvenot<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dire du marketing digital de 2025 que rien ne sera plus comme avant pourrait sembler \u00eatre un lieu commun. Mais il n&rsquo;en est rien. C&rsquo;est que nous d\u00e9montrons dans le livre Le marketing digital de @ \u00e0 Z publi\u00e9 avec Hubert Kratiroff chez Eyrolles en 2024. Je reviens sur ces concepts dans une interview accord\u00e9e &hellip;<\/p>\n","protected":false},"author":2,"featured_media":81755,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-81746","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>Marketing digital 2025, rien ne sera plus jamais comme avant<\/title>\n<meta name=\"description\" content=\"Dire du marketing digital de 2025 que rien ne sera plus comme avant pourrait sembler \u00eatre un lieu commun. Mais il n&#039;en est rien. 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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\/81746","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=81746"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/81746\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/81755"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=81746"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=81746"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=81746"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}