{"id":2077,"date":"2013-09-19T14:02:38","date_gmt":"2013-09-19T18:02:38","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/explorer-le-pouvoir-de-transformation-de-linnovation-marketing\/"},"modified":"2017-10-30T11:29:47","modified_gmt":"2017-10-30T15:29:47","slug":"explorer-le-pouvoir-de-transformation-de-linnovation-marketing","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2013\/explorer-le-pouvoir-de-transformation-de-linnovation-marketing\/","title":{"rendered":"Explorer le pouvoir de transformation de l\u2019innovation marketing"},"content":{"rendered":"<p><em><strong>Par Randy Scotland, Vice-pr\u00e9sident, Communications, ACA<\/strong><\/em><\/p>\n<figure id=\"attachment_6861\" aria-describedby=\"caption-attachment-6861\" style=\"width: 140px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/09\/BertDuMars.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-6861 \" style=\"margin-right: 10px;\" title=\"Bert DuMars\" alt=\"Bert DuMars\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/09\/BertDuMars.jpg\" width=\"140\" height=\"135\" \/><\/a><figcaption id=\"caption-attachment-6861\" class=\"wp-caption-text\">Bert DuMars<\/figcaption><\/figure>\n<p>La r\u00e9ponse \u00e0 cette question en dit beaucoup sur ses perspectives d\u2019avenir dans un monde post-num\u00e9rique. C\u2019est du moins l\u2019opinion d\u2019un expert dans le domaine, Bert DuMars, vice-pr\u00e9sident et analyste principale de Forrester Research (Illustr\u00e9 \u00e0 gauche).<!--more--><\/p>\n<p>Ce dernier explore le lien entre l\u2019innovation et le succ\u00e8s des entreprises dans une r\u00e9cente s\u00e9rie d\u2019\u00e9tudes Forrester. Il est convaincu que les strat\u00e9gies, les tactiques, les outils et les m\u00e9dias marketing conventionnels deviennent de moins en moins efficaces.<\/p>\n<p>Selon M. DuMars, l\u2019\u00e9poque actuelle o\u00f9 les consommateurs sont branch\u00e9s en permanence, le glissement de la d\u00e9marche traditionnelle de mise en march\u00e9 vers le cycle de vie du client, et l\u2019impact des technologies num\u00e9riques transforment en profondeur l\u2019environnement marketing. Cette mutation oblige les annonceurs \u00e0 augmenter plus que jamais la cadence de l\u2019innovation marketing et son application \u00e0 un vaste \u00e9ventail d\u2019activit\u00e9s.<\/p>\n<p>La cl\u00e9 du succ\u00e8s, d\u2019apr\u00e8s M. DuMars, est de favoriser l\u2019\u00e9mergence d\u2019une culture d\u2019innovation marketing qui met l\u2019accent sur une vision post-num\u00e9rique et r\u00e9compense tout employ\u00e9 proposant des id\u00e9es novatrices aux responsables de la mise en march\u00e9.<\/p>\n<p>M. DuMars pr\u00e9sentera le fruit de ses plus r\u00e9centes r\u00e9flexions \u00e0 ce propos lors que la conf\u00e9rence annuelle de l\u2019ACA 2013 qui aura lieu le 5 novembre \u00e0 Toronto et dont le th\u00e8me sera Re-Mastering Marketing. Pour en savoir plus (en anglais), <a href=\"http:\/\/www.acaweb.ca\/acaconf\">cliquez ici<\/a>.<\/p>\n<p>Par la m\u00eame occasion, il pr\u00e9sentera les r\u00e9sultats d\u2019un sondage sp\u00e9cial du Panel des annonceurs de l\u2019ACA sur l\u2019innovation marketing, dont il a d\u00e9velopp\u00e9 le questionnaire. Cette consultation demandait aux participants d\u2019\u00e9valuer le niveau d\u2019innovation de leur organisation.<\/p>\n<p>Les m\u00eames questions ont \u00e9t\u00e9 pos\u00e9es \u00e0 des repr\u00e9sentants de certaines entreprises aux \u00c9tats-Unis. Il sera donc int\u00e9ressant de comparer la culture de l\u2019innovation marketing des deux c\u00f4t\u00e9s de la fronti\u00e8re.<\/p>\n<p>Les r\u00e9pondants au sondage de l\u2019ACA ont pu classer le potentiel d\u2019innovation de leurs entreprises dans quatre cat\u00e9gories sp\u00e9cifiques.<\/p>\n<p>Les entreprises qui obtiendront les r\u00e9sultats les plus \u00e9lev\u00e9s sont qualifi\u00e9s de \u00ab centr\u00e9es sur le client \u00bb et se caract\u00e9risent par leur immersion totale et leur compr\u00e9hension du style de vie, des besoins et des attentes des consommateurs membres de leur groupe cible.<\/p>\n<p>\u00c0 l\u2019autre extr\u00e9mit\u00e9 de l\u2019\u00e9chelle, on retrouve des organisations \u00e9tiquet\u00e9es comme \u00ab frileuses \u00bb, dont la culture d\u00e9montre habituellement une tendance \u00e0 vouloir tout contr\u00f4ler. Entre les deux, il y a les \u00ab exp\u00e9rimentateurs \u00bb, des entreprises reconnues pour improviser rapidement sans vision strat\u00e9gique \u00e0 long terme, et les \u00ab pragmatiques \u00bb, qui sont habituellement conservatrices et qui recherchent les consensus \u00e0 tout prix.<\/p>\n<p>Les membres de l\u2019ACA recevront le 5 novembre un rapport r\u00e9sumant les conclusions du sondage.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Par Randy Scotland, Vice-pr\u00e9sident, Communications, ACA La r\u00e9ponse \u00e0 cette question en dit beaucoup sur ses perspectives d\u2019avenir dans un monde post-num\u00e9rique. C\u2019est du moins l\u2019opinion d\u2019un expert dans le domaine, Bert DuMars, vice-pr\u00e9sident et analyste principale de Forrester Research (Illustr\u00e9 \u00e0 gauche).<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[416],"tags":[31,33,89,174],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Explorer le pouvoir de transformation de l\u2019innovation marketing - Association canadienne des annonceurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/fr\/2013\/explorer-le-pouvoir-de-transformation-de-linnovation-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Explorer le pouvoir de transformation de l\u2019innovation marketing - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Par Randy Scotland, Vice-pr\u00e9sident, Communications, ACA La r\u00e9ponse \u00e0 cette question en dit beaucoup sur ses perspectives d\u2019avenir dans un monde post-num\u00e9rique. 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