{"id":237,"date":"2007-07-29T11:16:44","date_gmt":"2007-07-29T10:16:44","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2007\/07\/29\/la-re-intermediation\/"},"modified":"2007-07-29T11:16:44","modified_gmt":"2007-07-29T10:16:44","slug":"la-re-intermediation","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2007\/07\/29\/la-re-intermediation\/","title":{"rendered":"La r\u00e9-interm\u00e9diation"},"content":{"rendered":"<p>Internet peut \u00eatre vu comme un simple outil, et certains pensent qu&rsquo;au fond, cela ne change pas grand-chose : c&rsquo;est juste un \u00ab\u00a0canal de plus\u00a0\u00bb pour vendre ou communiquer.<\/p>\n<p>Je ne partage pas ce point de vue. Je pense qu&rsquo;au contraire, <strong>Internet \u00ab\u00a0change la donne\u00a0\u00bb, profond\u00e9ment<\/strong>, et je pense qu&rsquo;on est encore \u00e0 la pr\u00e9histoire de ces changements.<\/p>\n<p><strong>Le e-commerce est une opportunit\u00e9 pour vendre directement aupr\u00e8s des clients<\/strong>. Ainsi, certaines entreprises, qui vendaient plut\u00f4t de mani\u00e8re indirecte, utilisent Internet pour vendre directement leurs produits aux consommateurs : c&rsquo;est ce qu&rsquo;on appele la d\u00e9sinterm\u00e9diation : on raccourci le chemin entre le fabriquant et le client, on retire les interm\u00e9diaires.<\/p>\n<p>Cela permet aux entreprises de moins d\u00e9pendre des distributeurs, de mieux ma\u00eetriser leurs marges, et de cultiver le lien fondamental avec l&rsquo;utilisateur du produit.<\/p>\n<p>Le consommateur se retrouve donc \u00ab\u00a0\u00e0 un clic\u00a0\u00bb de dizaines de milliers de boutiques.<\/p>\n<p>Comment faire pour s&rsquo;y retrouver dans ce \u00ab\u00a0grand bazar\u00a0\u00bb Internet ?<\/p>\n<p>C&rsquo;est toute <strong>la logique des acteurs qui se positionnent entre les sites marchands et les clients<\/strong> : c&rsquo;est la \u00ab\u00a0r\u00e9-interm\u00e9diation\u00a0\u00bb.<\/p>\n<p><strong>Google est \u00e9videmment LE grand interm\u00e9diaire<\/strong> : il draine entre 50 et 60% du trafic des sites marchands.<\/p>\n<p>Il y a \u00e9galement <strong>les diff\u00e9rents moteurs de shopping <\/strong>: Kelkoo, Shopping.com, &#8230; L&rsquo;int\u00e9r\u00eat pour les clients ? Pouvoir comparer les produits et les prix, facilement et rapidement. Ces moteurs construisent de grandes bases de donn\u00e9es contenant des millions de produits.<\/p>\n<p>Enfin, il y a \u00e9galement les sites th\u00e9matiques, sp\u00e9cialis\u00e9s sur un domaine particulier, qui r\u00e9f\u00e9rencent les produits du domaine. C&rsquo;est par exemple le cas de <a href=\"http:\/\/www.generationmp3.com\" title=\"Aller sur le blog G\u00e9n\u00e9ration MP3\" target=\"_blank\">G\u00e9n\u00e9ration MP3<\/a>, qui regroupe toutes les informations sur les baladeurs multim\u00e9dias.<\/p>\n<p>Je suis convaincu qu&rsquo;<strong>il y a encore beaucoup \u00e0 faire sur ce positionnement interm\u00e9diaire<\/strong>, pour regrouper les bonnes informations, animer les communaut\u00e9s, &#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Internet peut \u00eatre vu comme un simple outil, et certains pensent qu&rsquo;au fond, cela ne change pas grand-chose : c&rsquo;est juste un \u00ab\u00a0canal de plus\u00a0\u00bb pour vendre ou communiquer. Je ne partage pas ce point de vue. Je pense qu&rsquo;au contraire, Internet \u00ab\u00a0change la donne\u00a0\u00bb, profond\u00e9ment, et je pense qu&rsquo;on est encore \u00e0 la pr\u00e9histoire [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2,7],"tags":[371,373],"class_list":["post-237","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-e-marketing","tag-e-commerce","tag-e-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La r\u00e9-interm\u00e9diation - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2007\/07\/29\/la-re-intermediation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La r\u00e9-interm\u00e9diation - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Internet peut \u00eatre vu comme un simple outil, et certains pensent qu&rsquo;au fond, cela ne change pas grand-chose : c&rsquo;est juste un \u00ab\u00a0canal de plus\u00a0\u00bb pour vendre ou communiquer. Je ne partage pas ce point de vue. Je pense qu&rsquo;au contraire, Internet \u00ab\u00a0change la donne\u00a0\u00bb, profond\u00e9ment, et je pense qu&rsquo;on est encore \u00e0 la pr\u00e9histoire [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ziserman.com\/blog\/2007\/07\/29\/la-re-intermediation\/\" \/>\n<meta property=\"og:site_name\" content=\"Ziserman.com\" \/>\n<meta property=\"article:published_time\" content=\"2007-07-29T10:16:44+00:00\" \/>\n<meta name=\"author\" content=\"Fran\u00e7ois\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ziserman\" \/>\n<meta name=\"twitter:site\" content=\"@ziserman\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Fran\u00e7ois\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2007\\\/07\\\/29\\\/la-re-intermediation\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2007\\\/07\\\/29\\\/la-re-intermediation\\\/\"},\"author\":{\"name\":\"Fran\u00e7ois\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"headline\":\"La r\u00e9-interm\u00e9diation\",\"datePublished\":\"2007-07-29T10:16:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2007\\\/07\\\/29\\\/la-re-intermediation\\\/\"},\"wordCount\":326,\"commentCount\":3,\"publisher\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"keywords\":[\"e-commerce\",\"e-marketing\"],\"articleSection\":[\"e-commerce\",\"e-marketing\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2007\\\/07\\\/29\\\/la-re-intermediation\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2007\\\/07\\\/29\\\/la-re-intermediation\\\/\",\"url\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2007\\\/07\\\/29\\\/la-re-intermediation\\\/\",\"name\":\"La r\u00e9-interm\u00e9diation - 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