Oct. 12 24

Version imprimable Dans l'entreprise 2.0, le marketing se limite à l'interne comme la communication

Des questions ou des solutions pour mieux construire, mieux innover et mieux vendre

Mots-clés : , ,

La semaine prochaine aura lieu le Salon T2M à Lyon. Je ne doute pas qu'il y aura tous les pures players du marketing. Ce sera encore une fois un merveilleux moment pour rencontrer les acteurs du marché, découvrir les produits et offres disponibles et échanger avec les experts du métier.

Pourra-t-on y voir des marketeurs de l'interne ayant arrêtés toutes opérations à l'externe ? Ce courant pourrait venir d'une idée simple : celui qiu me vend le mieux et/ou qui parle le mieux de moi, c'est le consommateur, mais aussi le partenaire ou prestataire. Et plus encore, la plus belle des paroles reste un collaborateur heureux qui est aussi un client heureux.

Quoi de plus normal dans ces conditions que de communiquer largement de son appartenance pour une entreprise et de son amour pour les produits ?

Les réseaux sociaux d'entreprise ont montré le passage de cap d'un Directeur marketing ouvert que sur l'externe à régulièrement des Directeurs marketing qui veulent assumer, gérer ou au minimum contrôler.

L'entreprise venait de découvrir que nous ne pouvions plus avoir des discours complètement différents suivant les cibles. La communication externe mangeait peu à peu la communication interne. Le rôle de la communication changeait.

En même temps, le marketing a évolué pour aller vers le . Cela restait un processus externe avec les combats de budget et de périmètre de ces deux Directions. A côté de cela, la communication interne est devenue sociale pour essayer d'arriver au niveau de l'externe.

Le début d'une nouvelle ère s'ouvre avec des marketeurs RH très ouverts et bouscule l'ordre établi.

Qu'en pensez-vous ? Voyez-vous cette transformation ? 


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BCCI seeks Dhoni’s deposition before Mudgalcommittee

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