Le marketing d’aujourd’hui
Le marketing d’aujourd’hui, lorsqu’il est bien maîtrisé, permet de garantir aux entreprises un apport
financier et une notoriété croissante. Devenu par essence digital, le marketing place le
consommateur au cœur de son processus, ce dernier est devenu l’acteur de la digitalisation.
En effet, toujours plus connecté et toujours plus informé, le consommateur d’aujourd’hui est à la
recherche de personnalisation et de relation avec les marques et les entreprises.
Le marketing doit s’adapter aux nouvelles conceptions de la société, en prenant en compte les
nouveaux modes de vie, plus axé sur l’environnement et sur les dégâts que la surconsommation
peut faire. Prôner un mode de consommation vertueux, durable et écologique doit être la priorité de
chaque enseigne.
L’époque dans laquelle nous évoluons, nous les générations X et Y, se doit d’être au courant des
dégâts qu’engendre une surconsommation trop importante. Le changement climatique, la pandémie, la guerre en Ukraine, les flux migratoires nous démontrent que nos modes de vie sont fragiles et fragilisés et que nous ne pourrons plus fermer les yeux sur les conséquences de nos systèmes de consommation.
Afin de continuer à vivre dans un monde pérenne chacun doit fournir des efforts et quoi de mieux que de prendre le problème à la source et espérer un marketing du futur plus respectueux et plus éthique.
Et le marketing de demain ?
Le marketing actuel cible des catégories de population, le marketing de demain devra se baser sur ce
que l’on appelle le « no gender », s’éloigner des distinctions et inégalités entre hommes et femme.
C’est un tournant important que le marketing doit prendre. L’univers de la mode et de la beauté en
sont les pionniers, les autres secteurs doivent suivre.
Les nouvelles générations défendent des valeurs qui leur sont propres et qui ne dépendent pas de
leur genre. L’inclusivité doit faire partie du marketing de demain tout en conservant la
personnalisation du produit ou service, devenir « human centric ».
L’environnement, l’éthique, les conditions de travail, le respect de la vie privée sont des sujets au
cœur de nombreuses polémiques actuelles, la société commence peu à peu à rejeter
l’intrusion des marques et des publicités dans la vie privée ou quotidienne.
Peut-être devrions-nous trouver d’autres moyens de communication pour atteindre le
consommateur ?
La tendance du slowmarketing est un début mais doit s’étendre et atteindre plus de secteurs, plus
d’entreprises et devenir un mode d’utilisation à part entière du marketing. Plus l’information est
courte et simple, plus le consommateur la retiendra.
Le marketing du futur va devoir faire preuve de souplesse, être « agile », l’information va très vite, les changements sont rapides, l’évolution de la société s’accélère. Certaines marques l’ont bien compris, proposant des gammes de produits sans cesse renouvelée. Faire preuve d’adaptabilité sera indispensable.
Reconstruire la consommation
La pandémie qui a touché le monde durant l’année 2020 nous a éloigné physiquement les uns des
autres mais nous a rapproché virtuellement. Chacun est devenu, malgré lui, plus connecté mais il est
important aujourd’hui de reconstruire les réseaux physiques tout en continuant les progrès que
nous avons fait durant ces deux dernières années.
Recréer le tissu social doit être une des priorités du marketing du futur. La proximité, l’échange, la solidarité, la durabilité, le recyclage, le combat contre l’obsolescence programmée, toutes ces notions vont devoir, également, faire partie intrinsèque du nouveau marketing.
Le marketing doit se reconstruire une image plus vertueuse et saine et perdre son image d’incitation à la surconsommation. Il doit parvenir à valoriser la qualité des produits sans perdre de vue la notion de plaisir dans l’achat.
La vertu est peut être trop triste pour être seule guide de la consommation de chacun, consommer
intelligemment ce n’est pas acheter strictement que le nécessaire, c’est apprécier chaque chose à sa
juste valeur, faire des achats réfléchis et non compulsifs et ne pas banaliser la surconsommation.
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