{"id":679,"date":"2018-04-12T09:00:27","date_gmt":"2018-04-12T07:00:27","guid":{"rendered":"https:\/\/www.comundi.fr\/mag-des-competences\/?p=679"},"modified":"2019-10-16T14:59:47","modified_gmt":"2019-10-16T12:59:47","slug":"reconcilier-marque-et-marketing-numerique","status":"publish","type":"post","link":"https:\/\/www.comundi.fr\/mag-des-competences\/reconcilier-marque-et-marketing-numerique\/","title":{"rendered":"R\u00e9concilier marque et marketing num\u00e9rique"},"content":{"rendered":"

Le \u00ab brand design thinking \u00bb revendique l’art de la synth\u00e8se et r\u00e9habilite l’\u00e8re des prototypes.<\/p>\n

Le prochain Printemps des \u00e9tudes, qui se tient les 5 et 6\u00a0avril 2018 au Palais Brongniart \u00e0 Paris, doit r\u00e9concilier d’anciens amants devenus ennemis irr\u00e9ductibles\u00a0: le marketing num\u00e9rique et la marque. Le marketing num\u00e9rique trace les achats et le parcours digital de chaque internaute, pour lui proposer produits ou services en proximit\u00e9 commerciale et affective.<\/p>\n

Le \u00ab\u00a0panier\u00a0\u00bb du consommateur num\u00e9rique se compose de sauts de puces pas tr\u00e8s coh\u00e9rents.\u00a0Or la marque se construit, au contraire, autour d’une colonne vert\u00e9brale harmonieuse. Comment donc faire converger la folle ind\u00e9pendance et l’image coh\u00e9rente\u00a0?<\/p>\n

En utilisant la m\u00e9thode des designers, le design thinking<\/a>,<\/strong> et en l’appliquant \u00e0 la marque. Designers et architectes savent m\u00ealer intuition, approche \u00e9motionnelle et rigueur.<\/p>\n

\u00a0<\/strong>Puiser dans l’exp\u00e9rience du client<\/strong><\/h2>\n

Le \u00ab\u00a0brand design thinking\u00a0\u00bb<\/strong> repose sur des \u00e9tapes qui appellent \u00e0 la co-cr\u00e9ativit\u00e9 de tous les acteurs internes et externes de l’entreprise. L’innovation existe aussi en marketing et en branding, \u00e0 condition de savoir la d\u00e9nicher.<\/p>\n

Il faut savoir puiser dans l’exp\u00e9rience particuli\u00e8re du client l’analyse de \u00ab\u00a0son\u00a0\u00bb b\u00e9n\u00e9fice per\u00e7u. Il s’agit d’interroger le consommateur sur ses aversions et ses haines et de mettre en place une m\u00e9thodologie rigoureuse pour d\u00e9finir le combat que devra livrer la marque afin de les annihiler.<\/p>\n

L’exp\u00e9rience du consommateur s’exprime d’abord en \u00e9vitement de ce qu’il n’aime pas. Cette m\u00e9thode s’apparente \u00e0 l’observation ethnographique que faisait Roland Barthes qui l’avait \u00e9rig\u00e9 en m\u00e9thode lui permettant de comparer l’\u00e8re de la voiture \u00e0 celle des cath\u00e9drales et le studio Harcourt \u00e0 un faiseur de dieux.<\/p>\n

Le \u00ab\u00a0brand design thinking\u00a0\u00bb peut r\u00e9concilier la marque et le marketing num\u00e9rique, car il revendique l’art de la synth\u00e8se et r\u00e9habilite l’\u00e8re des prototypes.<\/p>\n

George Lewi<\/p>\n","protected":false},"excerpt":{"rendered":"

Le \u00ab brand design thinking \u00bb revendique l’art de la synth\u00e8se et r\u00e9habilite l’\u00e8re des prototypes. Le prochain Printemps des \u00e9tudes, qui se tient les 5 et 6\u00a0avril 2018 au Palais Brongniart \u00e0 Paris, doit r\u00e9concilier d’anciens amants devenus ennemis irr\u00e9ductibles\u00a0: le marketing num\u00e9rique et la marque. Le marketing num\u00e9rique trace les achats et le […]<\/p>\n","protected":false},"author":6,"featured_media":675,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[187,190,188],"yoast_head":"\nR\u00e9concilier marque et marketing num\u00e9rique - Mag des comp\u00e9tences - Comundi<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment le \u00ab\u00a0brand design thinking\u00a0\u00bb peut r\u00e9concilier la marque et le marketing num\u00e9rique gr\u00e2ce \u00e0 la synth\u00e8se et aux prototypes.\" \/>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9concilier marque et marketing num\u00e9rique - Mag des comp\u00e9tences - Comundi\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez comment le \u00ab\u00a0brand design thinking\u00a0\u00bb peut r\u00e9concilier la marque et le marketing num\u00e9rique gr\u00e2ce \u00e0 la synth\u00e8se et aux prototypes.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.comundi.fr\/mag-des-competences\/reconcilier-marque-et-marketing-numerique\/\" \/>\n<meta property=\"og:site_name\" content=\"Mag des comp\u00e9tences - 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