{"id":3184,"date":"2018-04-28T14:57:51","date_gmt":"2018-04-28T14:57:51","guid":{"rendered":"http:\/\/captaim.com\/?p=3184"},"modified":"2018-04-28T14:57:51","modified_gmt":"2018-04-28T14:57:51","slug":"how-do-you-explain-digital-marketing-to-a-92-year-old","status":"publish","type":"post","link":"https:\/\/rimanagency.com\/fr\/2018\/04\/28\/how-do-you-explain-digital-marketing-to-a-92-year-old\/","title":{"rendered":"Comment expliquer le marketing num\u00e9rique \u00e0 une personne de 92 ans ?"},"content":{"rendered":"

J'ai r\u00e9cemment \u00e9t\u00e9 invit\u00e9 par un groupe de r\u00e9seautage \u00e0 faire une pr\u00e9sentation sur l'impact du marketing num\u00e9rique sur la fa\u00e7on dont nous commercialisons et faisons des affaires.<\/strong><\/p>\n

Au d\u00e9but de la pr\u00e9sentation, je me suis pr\u00e9sent\u00e9 et j'ai expliqu\u00e9 ce que je faisais, puis je suis pass\u00e9 \u00e0 une explication de l'optimisation des moteurs de recherche, du marketing des moteurs de recherche et des tenants et aboutissants de ce march\u00e9 en constante \u00e9volution.<\/p>\n

Environ 25 minutes apr\u00e8s le d\u00e9but de la pr\u00e9sentation, alors que je plongeais le public dans les d\u00e9tails du marketing num\u00e9rique et la fa\u00e7on dont je l'utilise pour faire cro\u00eetre les marques et les entreprises et accro\u00eetre leur pr\u00e9sence en ligne, j'ai vu une main tremblante \u00e9merger du public.<\/p>\n

J'ai suppos\u00e9 que la main indiquait une question sur ma diapositive actuelle. J'ai accueilli la question avec plaisir.<\/strong><\/p>\n

L'homme attach\u00e9 \u00e0 la main prit son temps pour se lever. Il me regarda d'un air absent, semblant h\u00e9siter \u00e0 poser sa question.<\/p>\n

Il a ensuite prononc\u00e9 ces 4 mots : \u00ab Qu\u2019est-ce que le marketing num\u00e9rique ? \u00bb<\/p><\/blockquote>\n

Il fallait \u00eatre l\u00e0 pour voir la surprise sur mon visage. Je ne m'attendais absolument pas \u00e0 cette question, surtout pas si loin dans la pr\u00e9sentation. Et non pas parce que c'\u00e9tait une mauvaise question. En fait, ce monsieur de 92 ans a eu le courage de la poser.<\/p>\n

J\u2019ai \u00e9t\u00e9 surpris car, m\u00eame si j\u2019ai r\u00e9pondu \u00e0 cette question \u00e0 de nombreuses reprises, pour de nombreuses personnes diff\u00e9rentes (m\u00eame un enfant de 8 ans !), je n\u2019\u00e9tais pas pr\u00e9par\u00e9 \u00e0 y r\u00e9pondre pour une personne de 92 ans.<\/p>\n

J'\u00e9tais l\u00e0, sur sc\u00e8ne, essayant de me mettre dans la peau d'une personne de 92 ans. \u00c0 quel type de marketing a-t-il \u00e9t\u00e9 expos\u00e9 au cours de sa vie\u00a0? Quel type de marketing verrait-il aujourd'hui\u00a0? O\u00f9 irait-il pour trouver un produit ou un service\u00a0?<\/p>\n

Avec plus de 60 ans d\u2019\u00e9cart d\u2019\u00e2ge entre moi et ce monsieur, c\u2019\u00e9tait un d\u00e9fi.<\/p>\n

J\u2019ai d\u00e9cid\u00e9 de commencer \u00e0 r\u00e9pondre \u00e0 ce que je savais \u2013 en comparant le marketing traditionnel au marketing num\u00e9rique et en expliquant la diff\u00e9rence.<\/h3>\n

Dans les ann\u00e9es 60, 70, 80 et 90, le marketing se faisait principalement par le biais de la t\u00e9l\u00e9vision, de la radio et des journaux, ce qui \u00e9tait consid\u00e9r\u00e9 comme du "marketing traditionnel". Le marketing num\u00e9rique se fait gr\u00e2ce \u00e0 des technologies plus r\u00e9centes comme les t\u00e9l\u00e9phones portables, les ordinateurs et les tablettes, et utilise diff\u00e9rents canaux comme les moteurs de recherche et les r\u00e9seaux sociaux.<\/p><\/blockquote>\n

Le regard vide persistait. Sauf que maintenant, il paraissait encore plus vide.<\/p>\n

J'essayais de trouver quelque chose dans mon esprit auquel ce brave monsieur pourrait s'identifier.<\/p>\n

Soudain, j\u2019ai eu une r\u00e9v\u00e9lation.<\/h3>\n

Je me souvenais avoir aid\u00e9 les parents d'un ami \u00e0 d\u00e9m\u00e9nager. Je me souvenais clairement avoir vu des piles de Pages Jaunes alors que nous transportions des cartons de livres et de magazines de leur sous-sol. Je leur ai demand\u00e9 pourquoi ils les gardaient, ce \u00e0 quoi ils ont r\u00e9pondu qu'ils voulaient s'assurer d'avoir les num\u00e9ros et les contacts de chacun d'une ann\u00e9e sur l'autre, car les annonceurs avaient tendance \u00e0 changer chaque ann\u00e9e. Pour eux, c'\u00e9tait une base de donn\u00e9es de contacts convoit\u00e9e.<\/p>\n

De retour sur sc\u00e8ne, j'ai pris une grande inspiration, souri et dit au monsieur\u00a0: \u00ab\u00a0Vous souvenez-vous, autrefois, quand on cherchait quelqu'un ou quelque chose, on cherchait d'abord dans les Pages Jaunes\u00a0? Aujourd'hui, il suffit de chercher sur des moteurs de recherche comme Google.\u00a0\u00bb<\/p><\/blockquote>\n

D\u00e8s que j'ai dit \u00e7a, il a souri. Son visage s'est illumin\u00e9.<\/strong><\/p>\n

Pour lui, le num\u00e9rique signifie que le tr\u00e8s convoit\u00e9 annuaire Pages Jaunes et sa mine d'informations sont d\u00e9sormais en ligne. Les annonceurs qui utilisaient autrefois les Pages Jaunes comme canal pour accro\u00eetre leur pr\u00e9sence utilisent d\u00e9sormais les moteurs de recherche et les m\u00e9dias sociaux pour faire de m\u00eame.<\/p>\n

Vous voyez, le jeu n'a pas chang\u00e9. Seul le terrain a chang\u00e9. Le marketing a toujours eu pour objectif de transmettre votre message l\u00e0 o\u00f9 les gens le chercheront, le trouveront, le verront et le consommeront.<\/strong><\/h4>\n

Alors, la prochaine fois que vous vous retrouverez avec vos grands-parents et qu'ils vous poseront une question inattendue sur un sujet num\u00e9rique, vous saurez exactement comment leur r\u00e9pondre. Commencez par le terrain qu'ils connaissent.<\/p>\n

Suivez Tarek Riman sur Twitter @tarekriman<\/a><\/p>","protected":false},"excerpt":{"rendered":"

I was recently invited by a networking group to give a presentation on how digital marketing is impacting the way we market and do business. As I began the presentation, I introduced myself and what I do, then moved into an explanation of search engine optimization, search engine marketing and the ins and outs of […]<\/p>\n","protected":false},"author":2,"featured_media":3185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41],"tags":[42],"class_list":["post-3184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-digital-marketing"],"yoast_head":"\nHow Do You Explain Digital Marketing to a 92 Year Old?<\/title>\n<meta name=\"description\" content=\"You see, the game hasn\u2019t changed. Only the field. 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