91% des clients insatisfaits ne rachèteront plus de produits d’une marque qui n’a pas su répondre à leurs attentes. Dans une société où l’image de marque et la perfection publicitaire règnent au sein du marketing, les consommateurs y perdent leurs identités.
MARKETEUR & NOUVELLES TENDANCES
La crise sanitaire du covid-19 a transformé tous les codes du marketeur moderne. Le marketing moderne est venu chambouler la façon dont les marketeurs doivent appréhender leurs nouvelles stratégies de marketing et de communication. Aujourd’hui, il est question de mettre en avant les valeurs de l’entreprise, de faire attention à la transparence des informations et d’être honnête avec les consommateurs. La crise sanitaire a favorisé la relation de confiance et la place de l’émotion dans la publicité.
Les marketeurs doivent prendre en compte ces nouvelles tendances. Dans une ère où l’évolution est constante avec des nouvelles technologies qui ne cessent de séduire le consommateur, le marketeur doit maîtriser l’intégralité de ces outils.
Pour maîtriser tous ces nouveaux outils, le marketing peut faire du tracking en mesurant l’intégralité des mouvements des consommateurs. De nombreux outils comme Google ads et autres permettent aujourd’hui d’analyser en détail le comportement du consommateur. Problème : à l’heure où l’honnête et l’authenticité prime sur la communication, le marketeur espionne le consommateur sur ces moindres faits et gestes. Existerait-il donc un double mensonge entre spontanéité et contrôle absolu de la communication ?
Le marketeur fait face à une utilisation abusive de la technologie avec toutes ces plateformes de mesure. Il en ressort une quantité indéchiffrable de données sur le comportement du consommateur. Ainsi, il en devient d’une grande difficulté pour le marketeur de pouvoir mesurer et analyser ces données. Les marketeurs doivent accepter l’idée de ne pas pouvoir tout contrôler sur leur communication surtout qu’en vue de certains chiffres, les idées pensées ne sont pas forcément celles qui sont le mieux communiquée. En effet, les marketeurs pensent que 80% de leurs publicités sont utiles alors que ces dernières sont considérées à 85% comme du spam. La communication doit donc être transformée.
Dans un monde où les valeurs de l’entreprise et celles du consommateur prennent de l’importance dans la consommation, les marketeurs doivent miser sur la communication des valeurs de leurs entreprises. Depuis quelques années, les valeurs écologiques sont de plus en plus communiquées par les entreprises. Il s’agit ici du marketing vert ou autrement dit le marketing écologique. Celui-ci consiste à diffuser une communication autour des valeurs environnementales de l’entreprise. Les entreprises communiquent de plus en plus sur leur réduction des conséquences néfastes que peuvent avoir leurs produits sur l’environnement.
Pour les marketeurs, communiquer sur le marketing vert n’est pas une obligation cependant c’est quelque chose qui est de plus en plus apprécié par les consommateurs. Accusées de greenwashing, certaines entreprises communiquent de fausses valeurs à leur clientèle. Entre marketings de confiance et marketing du mensonge, il n’y a qu’un pas.
PUBLICITÉ MENSONGÈRE : QUEL AVENIR ?
« Au 20ème siècle, le marketing s’est largement construit sur 3 piliers : le mensonge, le secret et le contrôle » selon Grégory Pouy. Les marques sont dans un contrôle absolu de l’image qu’elle diffuse. Il y a une réelle volonté de contrôler dans son intégralité le message qui est exposé en jouant sur la peur des consommateurs.
Les entreprises jouent sur les émotions des consommateurs ce qui amène à une confiance briser des gens vis-à-vis des marques. Pour pouvoir jouer sur les émotions des consommateurs, les entreprises se dirigent de plus en plus vers une publicité mensongère. On y retrouve des réactions démesurées de pseudo consommateurs qui se retrouvent sauvés par les produits des entreprises. Avec le temps, les consommateurs sont de moins en moins convaincus par une publicité parfaite.
Les marques doivent prendre en compte les nouvelles tendances du marché notamment par rapport à l’importance du marketing vert et des actions en faveur de notre planète. Il faut que celle-ci soit favorable à un développement d’actions écologiques au sein de son entreprise. En plus des bénéfices sur l’environnement, réaliser des actions de ce type permet aussi de regagner la confiance des consommateurs.
En conséquence, on remarque que la publicité mensongère n’a plus sa place dans notre société. Les consommateurs attentes de meilleures aptitudes des marques qu’ils consomment et de meilleures relations avec les marques. De nouveaux défis écologiques apparaissent alors pour les entreprises.
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