{"id":9105,"date":"2009-02-03T18:52:40","date_gmt":"2009-02-03T18:52:40","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=1280"},"modified":"2020-09-16T22:07:42","modified_gmt":"2020-09-16T20:07:42","slug":"internet-efficace","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2009\/02\/03\/internet-efficace\/","title":{"rendered":"L’Internet ce n’est pas prestigieux mais c’est plus efficace"},"content":{"rendered":"

Je relaie ici une interview \u00e0 laquelle j’ai particip\u00e9e (\u00ab\u00a0l’Internet ce n’est pas prestigieux, c’est plus efficace<\/a>\u00a0\u00bb , pour le compte de 2 \u00e9tudiantes passionn\u00e9es par les nouvelles technologies et qui animent un blog de qualit\u00e9 sur le sujet<\/a>.<\/p>\n

L’Internet ce n’est pas prestigieux mais c’est plus efficace<\/h2>\n
\"L'Internet<\/a>
L’Internet ce n’est pas prestigieux mais c’est plus efficace<\/figcaption><\/figure>\n

\u00ab\u00a0Dans le cadre, toujours de mon m\u00e9moire, j\u2019ai eu la chance de rencontrer avec mon bin\u00f4me Elodie, l\u2019auteur du site visionarymarketing.com<\/a> : Yann Gourvennec<\/strong>. J\u2019ai pens\u00e9 int\u00e9ressant de vous faire partager, quelques brides de notre interview avec ce sp\u00e9cialiste du Marketing de l\u2019innovation et des TIC. D\u2019ailleurs, si d\u2019autres personnes veulent nous faire partager leurs r\u00e9flexions sur notre sujet de m\u00e9moire\u00a0: le marketing 2.0\u00a0: la fin de l\u2019\u00e9v\u00e9nementiel annonc\u00e9\u00a0?<\/strong>, n\u2019h\u00e9sitez pas\u00a0!TB & EBC\u00a0: Quels outils des TIC<\/a> utilisez-vous le plus fr\u00e9quemment ?<\/strong><\/em><\/p>\n

\"blog<\/a>
blog comon<\/figcaption><\/figure>\n

 <\/p>\n

YG\u00a0: <\/em><\/strong>Pour ma part, l\u2019internet mobile est l\u2019outil que j\u2019utilise le plus.<\/p>\n

TB & EBC\u00a0: Quels avantages y trouvez-vous ? <\/strong><\/em><\/p>\n

YG\u00a0:<\/em><\/strong> Le principal avantage est le gain de productivit\u00e9. Dans le cas de l\u2019internet mobile, cela me permet de gagner en moyenne 1 heure par jour !\u00a0 Il y a 10 ou 15 ans, nous \u00e9tions capables de g\u00e9rer un ou deux projets. Avec la web conf\u00e9rence, par exemple, ce chiffre passe \u00e0 dix.<\/p>\n

TB & EBC\u00a0: Consid\u00e9rez-vous les TIC comme indispensables aujourd\u2019hui\u00a0? Et si oui, pourquoi\u00a0? <\/strong><\/em><\/p>\n

YG\u00a0:<\/em><\/strong> Les budgets de communication basculent progressivement sur internet. Or avec la crise, la situation des m\u00e9dias traditionnels est rendue encore plus difficile. Nous pouvons tout mesurer par rapport \u00e0 internet, mal certes, mais nous le pouvons\u00a0! En mettant une publicit\u00e9 dans la rue ou dans un journal, on ne peut pas mesurer aussi pr\u00e9cis\u00e9ment son impact.<\/p>\n

TB & EBC\u00a0: Pensez-vous que les m\u00e9dias dits \u00ab\u00a0classiques\u00a0\u00bb sont promis \u00e0 dispara\u00eetre au profit des TIC\u00a0? <\/strong><\/em><\/p>\n

YG\u00a0:<\/em><\/strong> Il y a de plus en plus de journaux qui disparaissent, comme le Los Angeles Time ou encore le Chicago Tribune, aux Etats-Unis. C\u2019est bien dommage. Mais c\u2019est un fait. Encore une fois, internet prend le relais car il permet aux annonceurs de mesurer l\u2019impact de leurs campagnes et de mieux cibler leurs contenus.<\/p>\n

TB & EBC\u00a0: Les TIC ont donc un impact direct sur le marketing ? <\/strong><\/em><\/p>\n

YG\u00a0:<\/em><\/strong> Le marketing a une mauvaise image, car il est malmen\u00e9 par ceux qui s\u2019en servent. La responsabilit\u00e9 vis \u00e0 vis des clients a chang\u00e9, et beaucoup ne sont pas assez respectueux d\u2019eux. Aujourd\u2019hui, l\u2019internaute adopte une attitude tr\u00e8s condescendante : le visiteur nous fait l\u2019honneur de visiter notre blog alors que \u00e7a devrait \u00eatre l\u2019inverse. Car le blog est utile \u00e0 son travail, aux probl\u00e8mes qu\u2019il peut rencontrer.<\/p>\n

TB & EBC\u00a0: Comment voyez-vous l\u2019avenir du marketing\u00a0justement ?<\/strong><\/em><\/p>\n

YG\u00a0: <\/em><\/strong>Dans le monde de la communication, il va y avoir beaucoup de remises en question, car les budgets se r\u00e9duisent. Le marketing des TIC est un domaine tr\u00e8s complexe. Il est difficile de pr\u00e9dire son orientation. Cependant, nous pouvons voir qu\u2019il se dirige vers ce qu\u2019on appelle le 360\u00b0<\/a>.<\/p>\n

TB & EBC\u00a0: Selon Fran\u00e7ois Laurent<\/a>, dans son livre le marketing 2.0<\/a>, les sites internet et autres blogs n\u2019offrent pas de r\u00e9els \u00e9changes. \u00cates-vous d\u2019accord avec lui ?<\/strong><\/em><\/p>\n

YG\u00a0: <\/em><\/strong>C\u2019est vrai, m\u00eame s\u2019il faut nuancer ces propos et les remettre dans le contexte. Le marketeur traditionnel est toujours l\u00e0. Il ne sert pas \u00e0 grand chose, il ne marche pas bien mais bon, il est l\u00e0. \u2026 Pour le B to B, le relationnel reste pr\u00e9dominant. Les acheteurs sont plus nombreux, nous les voyons, nous les connaissons. Et puis, il est important de rappeler qu\u2019Internet ne touche encore aujourd\u2019hui que la moiti\u00e9 de la population. Les annonceurs l\u2019utilisent de plus en plus mais ne le consid\u00e8rent pas encore comme un m\u00e9dia cr\u00e9dible.<\/p>\n

TB & EBC\u00a0: Donc l\u2019\u00e9v\u00e9nementiel aurait encore une place\u00a0aujourd\u2019hui ?<\/strong><\/em><\/p>\n

YG\u00a0: <\/em><\/strong>L\u2019\u00e9v\u00e9nementiel est l\u00e0 pour valoriser. L\u2019internet, ce n\u2019est pas prestigieux c\u2019est plus efficace certes mais ce n\u2019est pas prestigieux.\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

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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\/9105","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=9105"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/9105\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/13255"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=9105"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=9105"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=9105"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}