{"id":7271,"date":"2020-04-01T13:11:08","date_gmt":"2020-04-01T13:11:08","guid":{"rendered":"https:\/\/kpidigital.com\/responsible-marketing-in-unpredictable-times\/"},"modified":"2024-11-20T06:32:26","modified_gmt":"2024-11-20T10:32:26","slug":"le-marketing-responsable-en-periode-dimprevisibilite","status":"publish","type":"post","link":"https:\/\/kpidigital.com\/fr\/le-marketing-responsable-en-periode-dimprevisibilite\/","title":{"rendered":"Le marketing responsable en pe\u0301riode d’impre\u0301visibilite\u0301"},"content":{"rendered":"

\"Lori<\/p>\n

PAR LORI COHEN | VICE-PR\u00c9SIDENTE, MARKETING<\/b><\/p>\n

Notre monde a chang\u00e9 de fa\u00e7on drastique \u00e0 cause de la Covid-19, et il est important que toutes les marques abordent la question avec tact, empathie et un marketing attentif. Ceci dit, lorsqu’il s’agit d’analytique, de g\u00e9n\u00e9rer des connaissances actionnables, de r\u00e9sultats et de campagnes en cours ou pr\u00e9vues, chaque \u00e9quipe de marketing est confront\u00e9e \u00e0 plusieurs d\u00e9fis en p\u00e9riode de crise. Bien que nous soyons encore au d\u00e9but de la quarantaine, on nous a d\u00e9j\u00e0 demand\u00e9 d’aider nos clients \u00e0 adapter leur approche num\u00e9rique \u00e0 la NOUVELLE NORMALIT\u00c9. Mais qu’est-ce que cela signifie vraiment ?<\/p>\n

Le marketing fait partie int\u00e9grante de ma personnalit\u00e9. Avec plus de 30 ans d’exp\u00e9rience dans le domaine du marketing et 7 ans en tant que vice-pr\u00e9sidente, Marketing, chez KPI Digital, j’aborde chaque d\u00e9fi de la m\u00eame mani\u00e8re : avec de la perspective, de la cr\u00e9ativit\u00e9 et une vision positive. La Covid-19 ne fait pas exception.<\/p>\n

\u00ab C’est le moment pour le marketing de prendre les r\u00eanes. La r\u00e9ussite de votre organisation dans la p\u00e9riode actuelle doit s’articuler autour de 5 principes. Pensez-y comme une opportunit\u00e9 de faire les choses diff\u00e9remment. \u00bb<\/p>\n

Voici 5 fa\u00e7ons de pratiquer un marketing intelligent et responsable.
\nElles vous aideront \u00e9galement \u00e0 vous adapter \u00e0 la NOUVELLE NORMALIT\u00c9 :<\/p>\n

1. Adjust your marketing campaigns and scheduled content timelines.<\/strong><\/p>\n

<\/b>R\u00e9fl\u00e9chissez \u00e0 ce qui doit \u00eatre prioritaire et \u00e0 ce qui peut \u00eatre mis en attente. La premi\u00e8re \u00e9tape consiste \u00e0 v\u00e9rifier ce qui est en cours d’ex\u00e9cution ou dans votre pipeline, en particulier tout contenu programm\u00e9 \u00e0 l’avance dont le lancement est critique.<\/p>\n

2. \u00c9valuez votre mat\u00e9riel cr\u00e9atif et votre langage.<\/strong><\/p>\n

<\/b>La communication visuelle est puissante, tout comme les mots que nous utilisons, il est donc important de r\u00e9fl\u00e9chir aux messages que votre marque envoie. Ce qui pouvait \u00eatre charmant avant la Covid-19 peut maintenant \u00eatre un sujet sensible. \u00c9vitez les images de foules ou de personnes qui se touchent.\u202fReconsid\u00e9rez le langage figuratif comme \u00ab entrer en contact \u00bb, \u00ab travailler main dans la main \u00bb ou \u00ab se rapprocher de vos clients \u00bb.<\/p>\n

3. Ne profitez pas de la crise.<\/strong><\/p>\n

<\/b>Surveillez votre ton. Ce n’est pas le moment de brandir des \u00ab rabais covid-19 \u00bb. Ne soyez pas alarmiste. Il est important de tenir les gens inform\u00e9s, mais n’ajoutez pas \u00e0 la panique.<\/p>\n

4. Soyez positif mais pas inconscient.<\/strong><\/p>\n

<\/b>Restez transparent et ajoutez de l’\u00e9motion \u00e0 votre marque, offrez des bons v\u0153ux et de l’empathie. R\u00e9fl\u00e9chissez \u00e0 vos futurs messages et faites un brainstorming avec vos employ\u00e9s pour obtenir leur point de vue.<\/p>\n

5. Soulignez comment votre marque peut aider.<\/strong><\/p>\n

Communiquez votre valeur et fournissez du contenu utile. Tant que vous restez concentr\u00e9 sur l’aide aux personnes, votre marketing ne devra pas forc\u00e9ment \u00eatre interrompu.<\/p>\n

Une pens\u00e9e de cl\u00f4ture :<\/strong><\/p>\n

N’oubliez pas que la quarantaine de la Covid-19 est temporaire. Je vous encourage \u00e0 pr\u00e9parer vos prochaines \u00e9tapes avec une approche sensible, proactive et strat\u00e9gique.
\nJe suis disponible 24 heures sur 24, 7 jours sur 7. Envoyez-moi un courriel \u00e0 Lori.Cohen@KPIDigital.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

PAR LORI COHEN | VICE-PR\u00c9SIDENTE, MARKETING Notre monde a chang\u00e9 de fa\u00e7on drastique \u00e0 cause de la Covid-19, et il est important que toutes les marques abordent la question avec tact, empathie et un marketing attentif. Ceci dit, lorsqu’il s’agit d’analytique, de g\u00e9n\u00e9rer des connaissances actionnables, de r\u00e9sultats et de campagnes en cours ou pr\u00e9vues, […]<\/p>\n","protected":false},"author":3,"featured_media":1678,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[80,83,84,72,79],"tags":[],"class_list":["post-7271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insurance-fr","category-retail-fr","category-manufacturing-fr-2","category-banking-fr","category-healthcare-fr"],"acf":[],"yoast_head":"\nMarketing responsable dans des temps impr\u00e9visibles - KPI Digital<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment les entreprises peuvent s'adapter et devenir des sp\u00e9cialistes du marketing responsables dans des p\u00e9riodes impr\u00e9visibles, comme la pand\u00e9mie de COVID-19, en donnant la priorit\u00e9 aux besoins et aux valeurs des clients et en fournissant un contenu de valeur. 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