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Pourquoi certains marketeurs sabotent d’eux-mêmes leurs campagnes digitales


Comme le montre une récente étude, si la plupart des marketeurs reconnaissent les immenses opportunités générées par les technologies digitales, quatre freins continuent à ralentir leur adoption et leur mise en œuvre.
Isabelle Boucher-Doigneau - Cultureuse's curator insight, March 30, 2015 11:20 AM

Le marketeur, premier saboteur de ses campagnes ?

A lire :)

Across Health Digital Barometer 2012


For several years now, Across Health has been running a unique digital landscape survey among life sciences leaders in EMEA.
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Oct 12, 2011 | Multichannel innovation: 15 brilliant examples from 2011


JUMP is a one-day conference in London on Oct 12, dedicated to 'helping you and your team be the best you possibly can' ;-). An annual event dedicated to multichannel business.

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Research Says It: Traditional Marketing Is Dead


Robin Good: If you still think that there's no better way to promote your product and services other than via banner ads and traditional "broadcast"-type marketing approaches, think again. Data and research studies now confirm what many have been saying for a long time.


Traditionally advertising, PR and marketing as you know them, are working less and less.


From the original article on HBR: "Traditional marketing — including advertising, public relations, branding and corporate communications — is dead.


Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.


First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant."


But if it is true that traditional marketing is dead, what will replace it?


"There's a lot of speculation about what will replace this broken model — a sense that we're only getting a few glimpses of the future of marketing on the margins.


Actually, we already know in great detail what the new model of marketing will look like. It's already in place in a number of organizations."


The solution pivots around four key points:


1. Restore community marketing.

2. Find your customer influencers.

3. Help them build social capital.

4. Get your customer advocates involved in the solution you provide.


And you can read more what are the key characterizing trait of this new model by reading the full article.



Good article. Recommended. 8/10


Full article:


(Image credit: Shutterstock)

satish01's comment, February 19, 2013 5:16 AM