{"id":5321,"date":"2021-01-11T15:00:37","date_gmt":"2021-01-11T15:00:37","guid":{"rendered":"https:\/\/digitalmarketinglanzarote.com\/le-marketing-en-temps-de-crise-chapitre-01-la-crise-est-arrivee"},"modified":"2025-01-21T20:54:43","modified_gmt":"2025-01-21T20:54:43","slug":"le-marketing-en-temps-de-crise-chapitre-01-la-crise-est-arrivee","status":"publish","type":"post","link":"https:\/\/digitalmarketinglanzarote.com\/fr\/le-marketing-en-temps-de-crise-chapitre-01-la-crise-est-arrivee","title":{"rendered":"Le marketing en temps de crise &#8211; Chapitre 01 : La crise est arriv\u00e9e !"},"content":{"rendered":"\n<div>\n<div class=\"\" dir=\"auto\">\n<div id=\"jsc_c_57\" class=\"ecm0bbzt hv4rvrfc ihqw7lf3 dati1w0a\" data-ad-comet-preview=\"message\" data-ad-preview=\"message\">\n<div class=\"j83agx80 cbu4d94t ew0dbk1b irj2b8pg\">\n<div class=\"qzhwtbm6 knvmm38d\">\n<div class=\"kvgmc6g5 cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">Nous entamons une nouvelle s\u00e9rie de billets : le marketing en temps de crise. Une s\u00e9rie dans laquelle nous examinerons ensemble ce qui arrive aux marques et aux consommateurs en temps de crise, et ce que nous pouvons faire pour que notre entreprise continue \u00e0 vendre en ces temps-l\u00e0. <\/div>\n<div dir=\"auto\"> <\/div>\n<div dir=\"auto\">Nous esp\u00e9rons que cette nouvelle s\u00e9rie de billets vous plaira ! Comme toujours, vous pouvez partager votre opinion et nous poser des questions en nous envoyant un message \u00e0 partir de notre formulaire de contact ou de nos r\u00e9seaux sociaux. <\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div dir=\"auto\">Ceci dit, commen\u00e7ons par le chapitre 01 !<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div dir=\"auto\"> <\/div>\n<div id=\"jsc_c_57\" class=\"ecm0bbzt hv4rvrfc ihqw7lf3 dati1w0a\" data-ad-comet-preview=\"message\" data-ad-preview=\"message\">\n<div class=\"j83agx80 cbu4d94t ew0dbk1b irj2b8pg\">\n<div class=\"qzhwtbm6 knvmm38d\">\n<div class=\"kvgmc6g5 cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\"><strong>MARKETING EN TEMPS DE CRISE &#8211; Chapitre 01 : La crise est l\u00e0 !<\/strong><\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">En ce d\u00e9but d&rsquo;ann\u00e9e 2020, nous \u00e9tions tranquillement en train de planifier les ventes de l&rsquo;ann\u00e9e quand soudain&#8230;. BAM ! La crise, la crise est arriv\u00e9e !   <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\/t2c\/1\/16\/1f631.png\" alt=\"\ud83d\ude31\" 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\">Le R.A.E. d\u00e9finit la crise comme un<em>\u00ab\u00a0changement profond et cons\u00e9quent d&rsquo;un processus ou d&rsquo;une situation, ou de la mani\u00e8re dont il est per\u00e7u<\/em>\u00ab\u00a0. Ce changement profond nous affecte \u00e0 trois niveaux : <\/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> <strong>Au niveau de l&rsquo;environnement :<\/strong> nous subissons une r\u00e9cession, de nouvelles r\u00e9glementations apparaissent et nos habitudes technologiques changent.<\/div>\n<div dir=\"auto\">Si nous prenons l&rsquo;exemple de la crise actuelle, nous avons <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\/t50\/1\/16\/2757.png\" alt=\"\u2757\ufe0f\" width=\"16\" height=\"16\"><\/span>un taux \u00e9lev\u00e9 de ch\u00f4mage et d&rsquo;ERTE (r\u00e9cession) ; <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\/t50\/1\/16\/2757.png\" alt=\"\u2757\ufe0f\" width=\"16\" height=\"16\"><\/span>mise en place d&rsquo;une s\u00e9rie de protocoles de pr\u00e9vention COVID &#8211; masques, etc ; <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\/t50\/1\/16\/2757.png\" alt=\"\u2757\ufe0f\" width=\"16\" height=\"16\"><\/span> les entreprises num\u00e9risent l&rsquo;acc\u00e8s \u00e0 l&rsquo;information par l&rsquo;utilisation de QR codes, le d\u00e9veloppement de pages web, etc.<\/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> <strong>Au niveau de l&rsquo;industrie :<\/strong> plus de rivalit\u00e9, plus de guerre des prix, apparition de produits de substitution.<\/div>\n<div dir=\"auto\">Si nous prenons l&rsquo;exemple de la crise actuelle, nous avons<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\/t50\/1\/16\/2757.png\" alt=\"\u2757\ufe0f\" width=\"16\" height=\"16\"><\/span> plus de messages de soutien que jamais (combien de vid\u00e9os de soutien et d&rsquo;amour avez-vous vues pendant l&rsquo;enfermement ? <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\/t50\/1\/16\/2757.png\" alt=\"\u2757\ufe0f\" width=\"16\" height=\"16\"><\/span>des entreprises qui font plus d&rsquo;offres que jamais (guerre des prix) ; <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\/t50\/1\/16\/2757.png\" alt=\"\u2757\ufe0f\" width=\"16\" height=\"16\"><\/span> l&rsquo;essor des plateformes de connexion \u00e0 distance telles que Zoom etc. pour que nous puissions t\u00e9l\u00e9travailler et nous voir (produits de substitution).<\/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> <strong>Au niveau des clients :<\/strong> ils sont plus \u00e9motifs, ils accordent moins d&rsquo;attention \u00e0 nos produits, ils changent leurs habitudes.<\/div>\n<div dir=\"auto\">Si nous prenons l&rsquo;exemple de la crise actuelle, nous avons <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\/t50\/1\/16\/2757.png\" alt=\"\u2757\ufe0f\" width=\"16\" height=\"16\"><\/span> une explosion en mars\/avril de vid\u00e9os \u00e9motionnelles et de contenus de toutes sortes sur le COVID-19 (plus d&rsquo;\u00e9motionnel) ; <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\/t50\/1\/16\/2757.png\" alt=\"\u2757\ufe0f\" width=\"16\" height=\"16\"><\/span> augmentation des ventes d&rsquo;\u00e9quipements sportifs et de formations pendant l&rsquo;enfermement (changement d&rsquo;habitudes) ; <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\/t50\/1\/16\/2757.png\" alt=\"\u2757\ufe0f\" width=\"16\" height=\"16\"><\/span> plus d&rsquo;achats aupr\u00e8s de soci\u00e9t\u00e9s de livraison \u00e0 domicile (changement de marque et pr\u00e9f\u00e9rence pour le service) ; et<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">A bient\u00f4t avec le chapitre 02 !<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/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-5321","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>Le marketing en temps de crise - Chapitre 01 - Digital Marketing Lanzarote<\/title>\n<meta name=\"description\" content=\"Cet article marque le d\u00e9but d&#039;une nouvelle s\u00e9rie de billets : Le marketing en temps de crise. 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