{"id":239799,"date":"2021-11-09T10:42:33","date_gmt":"2021-11-09T09:42:33","guid":{"rendered":"https:\/\/presentiadm.com\/?p=239799"},"modified":"2021-11-15T17:55:57","modified_gmt":"2021-11-15T16:55:57","slug":"la-communication-nest-plus-a-la-mode","status":"publish","type":"post","link":"https:\/\/presentiadm.com\/fr\/la-comunicacion-ya-no-esta-de-moda\/","title":{"rendered":"La communication n'est plus \u00e0 la mode"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Lo <strong>incorporels, <\/strong>comme toujours, est rel\u00e9gu\u00e9 dans le monde \u00e9th\u00e9r\u00e9 du \"\u00e7a n'a pas d'importance\". Tout ce que nous ne voyons pas et ne touchons pas de nos mains est difficile \u00e0 mesurer et encore plus difficile \u00e0 \u00e9valuer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le monde de la communication, il y a toujours eu une relation quelque peu incomprise entre le marketing pur et simple et la communication en tant que telle, \u00e0 tel point qu'il existe diff\u00e9rentes \u00e9tudes universitaires appartenant \u00e0 diff\u00e9rentes \"branches de la connaissance\" : <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>sur <strong>marketing <\/strong>est encore plus typique des \u00e9coles de <strong>les entreprises,<\/strong> du monde des <strong>chiffres<\/strong>bien qu'elle englobe une partie de la <strong>publicit\u00e9 <\/strong>o <strong>promotion <\/strong>d'un produit ou d'un service. <\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>les <strong>communication <\/strong>est \u00e9tudi\u00e9 dans les facult\u00e9s de <strong>sciences sociales<\/strong> (o\u00f9 j'ai \u00e9tudi\u00e9).<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Mais o\u00f9 ces deux sciences se rencontrent-elles et comment doivent-elles aller de pair ? Se compl\u00e8tent-elles bien ? Se comprennent-elles ?<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/presentiadm.com\/wp-content\/uploads\/2021\/11\/comunicacion-marketing-02.jpg\" alt=\"\" class=\"wp-image-239806\" width=\"513\" height=\"385\" srcset=\"https:\/\/presentiadm.com\/wp-content\/uploads\/2021\/11\/comunicacion-marketing-02.jpg 513w, https:\/\/presentiadm.com\/wp-content\/uploads\/2021\/11\/comunicacion-marketing-02-480x360.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 513px, 100vw\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Marketing VS Communication<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour faire une r\u00e9capitulation trop simpliste :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Le marketing se concentre sur la<strong> vente. <\/strong>Il s'agit de savoir quelle est la mani\u00e8re la plus efficace de <strong>vendre<\/strong> un produit\/service en tenant compte de variables telles que le prix, la promotion, la distribution, etc. Il aime tout mesurer de mani\u00e8re quantitative et fait preuve d'une certaine c\u00e9cit\u00e9 \u00e0 l'\u00e9gard de tout ce qui n'est pas de l'ordre de la vente.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Le site <strong>communication,<\/strong> Il proc\u00e8de plut\u00f4t \u00e0 une analyse plus qualitative et a pour mission de <strong>la planification, l'\u00e9laboration et la diffusion de messages<\/strong>. Prendre soin de la <strong>marque<\/strong> et son image, afin qu'elle projette les valeurs et la philosophie d\u00e9finies de mani\u00e8re coh\u00e9rente dans tous les m\u00e9dias. Ses outils sont les textes, les images, le canal... Bref, tout \u00e9l\u00e9ment de langage, en s'\u00e9loignant un peu plus des questions num\u00e9riques.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsqu'on me dit que je suis un sp\u00e9cialiste du marketing, je fais toujours remarquer que je ne pense pas avoir \u00e9tudi\u00e9 plus de trois mati\u00e8res marketing (le gros \u00e9tant la sociologie, la psychologie du consommateur, le copywriting, la cr\u00e9ativit\u00e9...).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il est vrai qu'il y a un ingr\u00e9dient dans lequel ils viennent \u00e0 <strong>s'unir <\/strong>notre \u00e9pingle et nos \u00e9pingles, l'\u00e9pigraphe de la<strong> \"publicit\u00e9\".<\/strong> Il s'agit d'un aspect du marketing dans lequel la communication joue \u00e9galement un r\u00f4le important, car il est n\u00e9cessaire de planifier les messages \u00e0 lancer et la mani\u00e8re de le faire. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Disons qu'il s'agit d'une chanson lente sur laquelle vous dansez tous les deux confortablement sur la piste de danse. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/presentiadm.com\/wp-content\/uploads\/2021\/11\/marketing-01.jpg\" alt=\"\" class=\"wp-image-239820\" width=\"488\" height=\"366\" srcset=\"https:\/\/presentiadm.com\/wp-content\/uploads\/2021\/11\/marketing-01.jpg 488w, https:\/\/presentiadm.com\/wp-content\/uploads\/2021\/11\/marketing-01-480x360.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 488px, 100vw\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La mesure, c'est le pouvoir<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il va sans dire que lorsqu'il s'agit de mesurer les r\u00e9sultats, le marketing a la t\u00e2che beaucoup plus facile. Un euro est un euro et une vente est une vente. <strong>Plus il y a de ventes, mieux c'est. <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il s'agit \u00e9videmment d'un r\u00e9sum\u00e9 r\u00e9ducteur des nombreuses analyses complexes qui se cachent derri\u00e8re, mais c'est l\u00e0 l'essentiel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comment \u00e9valuer si notre marque est positionn\u00e9e dans l'esprit du destinataire comme nous le souhaitons ? Quelle valeur cela a-t-il et quelle influence directe cela a-t-il sur les ventes ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le marketing est une activit\u00e9 d\u00e9vorante<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/presentiadm.com\/wp-content\/uploads\/2021\/11\/comunicacion-marketing-03.jpg\" alt=\"\" class=\"wp-image-239809\" width=\"395\" height=\"296\"\/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 mon avis, l'industrie du marketing s'est emball\u00e9e ces derni\u00e8res ann\u00e9es, engloutissant tout ce qui est en vue et rendant tout identifiable au marketing. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Que Coca Cola vende beaucoup... marketing, qu'il communique bien num\u00e9riquement, marketing num\u00e9rique etc. etc. etc. Le terme \"marketing\" est associ\u00e9 \u00e0 des questions et des t\u00e2ches qui n'ont rien \u00e0 voir avec lui \u00e0 l'origine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Transpos\u00e9 au monde des sites web, par exemple, un site web qui est <strong>bien con\u00e7ue sur le plan de la communication<\/strong> (avec un guide de style conforme \u00e0 l'identit\u00e9 de l'entreprise, avec des textes et des images bien pens\u00e9s et coh\u00e9rents, avec une architecture efficace et simple, etc. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il est <strong>la communication.<\/strong> Nous ne discutons pas ici du prix \u00e0 appliquer au produit, de la mani\u00e8re de le distribuer ou de la publicit\u00e9 \u00e0 faire... Prenons un exemple. <strong><a href=\"https:\/\/presentiadm.com\/fr\/projet\/tessellated\/\">Tessell\u00e9,<\/a><\/strong> le dernier projet sur lequel nous avons travaill\u00e9, un blog qui va <strong>rien ne se vend<\/strong> (\u00e0 l'exception de lui-m\u00eame) mais qui a \u00e9t\u00e9 pens\u00e9 d'un point de vue communicatif. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il s'agit d'un exercice d\u00e9taill\u00e9 et r\u00e9fl\u00e9chi sur <strong>comment capturer l'essence d'une marque<\/strong> sur une toile num\u00e9rique et faire en sorte que l'utilisateur pense \"ooh, cette marque est X\" d\u00e8s qu'il entre. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quelle valeur cela a-t-il sur les ventes ? On ne le sait pas. C'est la dure r\u00e9alit\u00e9. Parce qu'elle est difficile \u00e0 mesurer (on nous l'a dit \u00e0 l'universit\u00e9). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est pourquoi les personnes charg\u00e9es de la communication et leur travail ont toujours \u00e9t\u00e9 <strong>sous-\u00e9valu\u00e9 <\/strong>dans un certain sens. Parce qu'on ne peut pas voir les r\u00e9sultats \u00e0 l'\u0153il nu (m\u00eame s'il y a des r\u00e9sultats).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et les gens pr\u00e9f\u00e8rent le tangible, le corporel... et ils pr\u00e9f\u00e8rent parler de <strong>le marketing.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La communication est-elle vendeuse ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce n'est pas idiot, les gens seront plus dispos\u00e9s \u00e0 payer un prix plus \u00e9lev\u00e9 s'ils vous per\u00e7oivent comme une marque TOP que s'ils vous per\u00e7oivent comme une marque moyenne (demandez \u00e0 Rolex ou Apple). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Notre cerveau est aussi simple que cela. Vous ne payez pas pour la qualit\u00e9 (tr\u00e8s relative), vous payez pour l'efficacit\u00e9. <strong>l'image de marque,<\/strong> et la construction et l'entretien de ces derniers passent toujours par <strong>les professionnels de la communication.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je dirais m\u00eame, pour reprendre l'exemple des grandes marques (Rolex, Coca Cola), qu'elles sont parmi les rares \u00e0 investir beaucoup d'argent dans la communication, m\u00eame si le terme n'est plus \u00e0 la mode.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ils savent parfaitement que le fait de se positionner comme une marque premium leur permet de fixer un prix plus \u00e9lev\u00e9 et d'\u00eatre accept\u00e9s par le public, parce que la marque \"en vaut la peine\". <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La r\u00e9ponse est donc la suivante : <strong>oui, la communication fait vendre (et le marketing va avec).<\/strong> Telle serait ma conclusion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Modes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De nos jours, il est \u00e9trange de dire que l'on est un \"communicateur\". <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/presentiadm.com\/wp-content\/uploads\/2021\/11\/moda-marketing.jpg\" alt=\"\" class=\"wp-image-239830\" width=\"514\" height=\"385\" srcset=\"https:\/\/presentiadm.com\/wp-content\/uploads\/2021\/11\/moda-marketing.jpg 514w, https:\/\/presentiadm.com\/wp-content\/uploads\/2021\/11\/moda-marketing-480x360.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 514px, 100vw\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">D'abord parce que peu de gens la comprennent, peut-\u00eatre par m\u00e9connaissance du r\u00e9seau qui se cache derri\u00e8re les marques. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deuxi\u00e8mement, parce que le <strong>imposition num\u00e9rique<\/strong> La situation actuelle \u00e0 tous les niveaux signifie que tout doit \u00eatre dict\u00e9 par les chiffres et les ventes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Peut-\u00eatre sommes-nous en train d'assister \u00e0 une <strong>r\u00e9novation<\/strong> Le concept de \"marketing\", qui englobe \u00e9galement le travail de communication, entra\u00eenera la mort lente du terme \"communication\". <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le cas d'un sc\u00e9nario o\u00f9 la m\u00e9thode binomiale <strong>\"communication et marketing\".<\/strong> Le terme \"marketing\" devient obsol\u00e8te et se transforme en \"commercialisation\" sans autre forme de proc\u00e8s, en tenant pour acquis qu'il s'agit \u00e9galement de la planification et de l'ex\u00e9cution de la strat\u00e9gie de marque et de la communication.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Peut-\u00eatre que moi, qui suis tr\u00e8s traditionnel \u00e0 certains \u00e9gards, je vois encore une diff\u00e9rence claire entre les deux sciences et que je suis en faveur de la sp\u00e9cialisation et de la n\u00e9cessit\u00e9 d'avoir deux professions distinctes, mais je ne suis pas s\u00fbr que cela soit le cas. <strong>reconna\u00eetre<\/strong> \u00e0 tous les deux pour leur travail.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selon vous, \u00e0 quoi pourrait ressembler ce sc\u00e9nario ?<\/p>","protected":false},"excerpt":{"rendered":"<p>Dans le monde de la communication, il y a toujours eu une relation quelque peu mal comprise entre le marketing pur et simple et la communication. Mais o\u00f9 ces deux sciences se rencontrent-elles et comment doivent-elles aller de pair ? Se compl\u00e8tent-elles bien ? Se comprennent-elles ?<\/p>","protected":false},"author":1,"featured_media":239805,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[36],"tags":[],"class_list":["post-239799","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La comunicaci\u00f3n ya no est\u00e1 de moda - Comunicaci\u00f3n y creaci\u00f3n web | Presentia<\/title>\n<meta name=\"description\" content=\"Toda la informaci\u00f3n sobre: La comunicaci\u00f3n ya no est\u00e1 de moda\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La comunicaci\u00f3n ya no est\u00e1 de moda - 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