{"id":269,"date":"2007-09-03T20:38:34","date_gmt":"2007-09-03T19:38:34","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2007\/09\/03\/interruption-marketing-versus-permission-marketing\/"},"modified":"2007-09-03T21:30:36","modified_gmt":"2007-09-03T20:30:36","slug":"interruption-marketing-versus-permission-marketing","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2007\/09\/03\/interruption-marketing-versus-permission-marketing\/","title":{"rendered":"Interruption Marketing versus Permission Marketing ?"},"content":{"rendered":"<p><a href=\"http:\/\/www.ziserman.com\/blog\/2007\/08\/28\/lecture-du-moment\/\" title=\"Aller sur ce pr\u00e9c\u00e9dent billet, ou je parle de ma lecture du moment\" target=\"_blank\">Je suis donc en train de lire \u00ab Permission Marketing \u00bb<\/a>.<\/p>\n<p>Je n\u2019ai pas tout \u00e0 fait fini, mais voici, \u00e0 chaud, ce que j\u2019en retire.<\/p>\n<p><strong>Seth Godin oppose deux types de marketing : l\u2019interuption marketing et le permission marketing<\/strong>.<\/p>\n<h3>L\u2019interruption marketing<\/h3>\n<p>C\u2019est la pub telle qu\u2019on la conna\u00eet, partout, tout le temps : les pubs \u00e0 la t\u00e9l\u00e9, dans les journaux, sur Internet, sur les murs&#8230;<\/p>\n<p>On (consommateurs, cible) ne nous demande pas notre avis, on est passif, et les publicitaires cherchent \u00e0 nous \u00ab prendre \u00bb notre temps, pour pousser un produit, une offre.<\/p>\n<p>Ces m\u00e9thodes ont fait leurs preuves, et les d\u00e9penses marketing de ce type repr\u00e9sentent des sommes colossales (r\u00e9alisation de clips, diffusion \u00ab prime time \u00bb, \u2026), avec de vrais r\u00e9sultats.<\/p>\n<p>Forc\u00e9ment, c\u2019est l\u2019escalade, car notre temps et notre \u00ab espace cerveau disponible \u00bb est limit\u00e9 : on assiste donc \u00e0 une surench\u00e8re de moyens, sans avoir une surench\u00e8re de r\u00e9sultats.<\/p>\n<h3>Le permission marketing<\/h3>\n<p>Le permission Marketing, c\u2019est un peu l\u2019oppos\u00e9 de l\u2019interruption marketing.<\/p>\n<p>Dans le cadre du permission marketing, le client a exprim\u00e9 son int\u00e9r\u00eat pour un produit, un service. Il est donc <strong>dans une d\u00e9marche positive, choisie<\/strong>. <strong>Il est acteur de la relation<\/strong>.<\/p>\n<p>Exemples ? La carte \u00e0 \u00ab\u00a0miles\u00a0\u00bb des companies a\u00e9riennes. Cet outils de fid\u00e9lisation offre un tel int\u00e9r\u00eat pour le client, que celui-ci est directement motiv\u00e9 pour venir chercher le service de cette carte (service internet pour suivre les points, bien entrer le num\u00e9ro de carte quand on fait un achat, &#8230;).<\/p>\n<p>Pour que le permission marketing soit performant, il est fondamental d&rsquo;<strong>avoir une relation personnalis\u00e9e avec le client<\/strong>.<\/p>\n<p>C&rsquo;est \u00e9videment l\u00e0 qu&rsquo;Internet et les outils informatiques jouent un r\u00f4le cl\u00e9. Ils permettent de viser une relation extr\u00eamement personnalis\u00e9e, en masse, en automatisant le \u00ab\u00a0profiling\u00a0\u00bb.<\/p>\n<p>Une autre fa\u00e7on de comparer ces m\u00e9thodes marketing, c&rsquo;est de comparer une prospection \u00ab\u00a0\u00e0 froid\u00a0\u00bb, sur des prospects qui ne connaissent pas le produit (c&rsquo;est donc la recherche de nouveaux clients) et la \u00ab\u00a0culture\u00a0\u00bb de clients d\u00e9j\u00e0 acquis (vendre plus aux clients d\u00e9j\u00e0 conquis).<\/p>\n<p>Les deux m\u00e9thodes sont naturellement compl\u00e9mentaires, avec un bon vieux \u00ab\u00a0interruption marketing\u00a0\u00bb pour d\u00e9marrer et avoir des clients, puis du \u00ab\u00a0permission marketing\u00a0\u00bb ensuite, pour cultiver la base des clients.<\/p>\n<p>A ce stade, je pense que le permission marketing r\u00e9ussi, v\u00e9cu par le client comme une relation riche, personnalis\u00e9e, n&rsquo;est pas encore bien aboutie. Si le vecteur de communication de ce marketing est le mail, on est face au probl\u00e8me du spam (plus de 90% des mails mondiaux je crois ?).<\/p>\n<p>Bon, j&rsquo;en suis au 3\/4 du livre&#8230; Je vous en reparlerais sans doute !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Je suis donc en train de lire \u00ab Permission Marketing \u00bb. Je n\u2019ai pas tout \u00e0 fait fini, mais voici, \u00e0 chaud, ce que j\u2019en retire. Seth Godin oppose deux types de marketing : l\u2019interuption marketing et le permission marketing. L\u2019interruption marketing C\u2019est la pub telle qu\u2019on la conna\u00eet, partout, tout le temps : les [&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":[7],"tags":[373,3],"class_list":["post-269","post","type-post","status-publish","format-standard","hentry","category-e-marketing","tag-e-marketing","tag-web-20"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Interruption Marketing versus Permission Marketing ? - 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\/09\/03\/interruption-marketing-versus-permission-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interruption Marketing versus Permission Marketing ? - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Je suis donc en train de lire \u00ab Permission Marketing \u00bb. 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