{"id":5304,"date":"2021-02-22T16:09:57","date_gmt":"2021-02-22T16:09:57","guid":{"rendered":"https:\/\/digitalmarketinglanzarote.com\/le-marketing-en-temps-de-crise-chapitre-03-quest-ce-qui-ne-va-pas-avec-les-marques"},"modified":"2025-01-21T20:54:43","modified_gmt":"2025-01-21T20:54:43","slug":"le-marketing-en-temps-de-crise-chapitre-03-quest-ce-qui-ne-va-pas-avec-les-marques","status":"publish","type":"post","link":"https:\/\/digitalmarketinglanzarote.com\/fr\/le-marketing-en-temps-de-crise-chapitre-03-quest-ce-qui-ne-va-pas-avec-les-marques","title":{"rendered":"LE MARKETING EN TEMPS DE CRISE &#8211; CHAPITRE 03 : QU&rsquo;EST-CE QUI NE VA PAS AVEC LES MARQUES ?"},"content":{"rendered":"\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">Dans les chapitres pr\u00e9c\u00e9dents, nous avons vu ce qu&rsquo;est une crise et ce qui arrive aux consommateurs en temps de crise. Aujourd&rsquo;hui, c&rsquo;est au tour des marques   <span class=\"pq6dq46d tbxw36s4 knj5qynh kvgmc6g5 ditlmg2l oygrvhab nvdbi5me sf5mxxl7 gl3lb2sf hhz5lgdu\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.xx.fbcdn.net\/images\/emoji.php\/v9\/t4f\/1\/16\/1f447.png\" alt=\"\ud83d\udc47\" width=\"16\" height=\"16\"><\/span><\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">\ud835\udc02\ud835\udc00\ud835\udc0f\ud835\udc08\ud835\udc13\ud835\udc14\ud835\udc0b\ud835\udc0e \ud835\udfce\ud835\udfd1 &#8211; \ud835\udc10\ud835\udc14\ud835\udc04 \ud835\udc0b\ud835\udc04\ud835\udc12 \ud835\udc0f\ud835\udc00\ud835\udc12\ud835\udc00 \ud835\udc00 \ud835\udc0b\ud835\udc00\ud835\udc12 \ud835\udc0c\ud835\udc00\ud835\udc11\ud835\udc02\ud835\udc00\ud835\udc12 \ud835\udc04\ud835\udc0d \ud835\udc0c\ud835\udc00\ud835\udc11\ud835\udc02\ud835\udc00\ud835\udc12 \ud835\udc03\ud835\udc04 \ud835\udc13\ud835\udc08\ud835\udc04\ud835\udc0c\ud835\udc0f\ud835\udc0e\ud835\udc12 \ud835\udc03\ud835\udc04 \ud835\udc02\ud835\udc11\ud835\udc08\ud835\udc12\ud835\udc08\ud835\udc12 ?<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">Nous l&rsquo;avons vu au chapitre 2 : en temps de crise, les consommateurs modifient leur comportement, y compris leur comportement d&rsquo;achat, et deviennent beaucoup plus sensibles \u00e0 un certain nombre de questions. C&rsquo;est pourquoi il est essentiel pour les marques de comprendre en quoi le comportement de leurs clients habituels change et quelles opportunit\u00e9s commerciales peuvent se pr\u00e9senter avec d&rsquo;autres clients potentiels \u00e0 la suite de ce changement de comportement. <\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">C&rsquo;est pourquoi vous aurez remarqu\u00e9 un certain nombre de changements dans le type de communication des marques en 2020 (ou du moins des marques qui se vendent encore) :<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\"><span class=\"pq6dq46d tbxw36s4 knj5qynh kvgmc6g5 ditlmg2l oygrvhab nvdbi5me sf5mxxl7 gl3lb2sf hhz5lgdu\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.xx.fbcdn.net\/images\/emoji.php\/v9\/t51\/1\/16\/1f449.png\" alt=\"\ud83d\udc49\" width=\"16\" height=\"16\"><\/span>  Leur communication est plus empathique : ils essaient de se connecter avec leurs consommateurs et de montrer le c\u00f4t\u00e9 plus humain de leur marque. Les vid\u00e9os contenant des messages d&rsquo;amour et de soutien r\u00e9alis\u00e9es pendant l&rsquo;enfermement en sont un bon exemple. <\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\"><span class=\"pq6dq46d tbxw36s4 knj5qynh kvgmc6g5 ditlmg2l oygrvhab nvdbi5me sf5mxxl7 gl3lb2sf hhz5lgdu\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.xx.fbcdn.net\/images\/emoji.php\/v9\/t51\/1\/16\/1f449.png\" alt=\"\ud83d\udc49\" width=\"16\" height=\"16\"><\/span>  Elles s&rsquo;efforcent d&rsquo;\u00eatre pertinentes : elles ne cherchent pas seulement \u00e0 \u00e9tablir un lien, mais aussi \u00e0 convaincre les consommateurs de l&rsquo;utilit\u00e9 de leurs produits et services en argumentant sur les besoins auxquels elles r\u00e9pondent avec ce qu&rsquo;elles offrent. Aujourd&rsquo;hui plus que jamais, les marques doivent montrer qu&rsquo;elles sont utiles aux consommateurs. <\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">En plus de ces deux axes de communication, ils doivent :<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\"><span class=\"pq6dq46d tbxw36s4 knj5qynh kvgmc6g5 ditlmg2l oygrvhab nvdbi5me sf5mxxl7 gl3lb2sf hhz5lgdu\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.xx.fbcdn.net\/images\/emoji.php\/v9\/t51\/1\/16\/1f449.png\" alt=\"\ud83d\udc49\" width=\"16\" height=\"16\"><\/span>Soyez et montrez qu&rsquo;ils sont plus efficaces, qu&rsquo;ils optimisent les ressources et montrez-nous comment cela peut \u00eatre communiqu\u00e9 de mani\u00e8re positive aux consommateurs.<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\"><span class=\"pq6dq46d tbxw36s4 knj5qynh kvgmc6g5 ditlmg2l oygrvhab nvdbi5me sf5mxxl7 gl3lb2sf hhz5lgdu\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.xx.fbcdn.net\/images\/emoji.php\/v9\/t51\/1\/16\/1f449.png\" alt=\"\ud83d\udc49\" width=\"16\" height=\"16\"><\/span>  Soyez opportun : vous devez \u00eatre capable d&rsquo;identifier les changements dans les besoins de votre march\u00e9 et de vous adapter rapidement, rapidement, rapidement !<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">C&rsquo;est un v\u00e9ritable d\u00e9fi auquel les marques sont confront\u00e9es, ne pensez-vous pas ? Et comme tous les d\u00e9fis sont affront\u00e9s avec des essais et des erreurs&#8230; dans les prochains chapitres, nous examinerons les 3 erreurs les plus courantes commises par les marques en temps de crise.  A bient\u00f4t !<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[51],"tags":[],"class_list":["post-5304","post","type-post","status-publish","format-standard","hentry","category-le-marketing-en-temps-de-crise"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing en temps de crise : que deviennent les marques ?<\/title>\n<meta name=\"description\" content=\"Dans cet article, nous analysons la mani\u00e8re dont les marques r\u00e9agissent et communiquent en temps de crise. 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