{"id":290,"date":"2007-09-26T21:40:16","date_gmt":"2007-09-26T20:40:16","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2007\/09\/26\/marketing-technique-grand-ecart-ou-synergie\/"},"modified":"2007-09-26T21:40:16","modified_gmt":"2007-09-26T20:40:16","slug":"marketing-technique-grand-ecart-ou-synergie","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2007\/09\/26\/marketing-technique-grand-ecart-ou-synergie\/","title":{"rendered":"Marketing &#038; Technique : grand \u00e9cart ou synergie ?"},"content":{"rendered":"<p>R\u00e9ussir un projet e-commerce (ou internet en g\u00e9n\u00e9ral), c&rsquo;est <strong>r\u00e9ussir \u00e0 bien faire travailler le marketing et la technique<\/strong>.<\/p>\n<p>Le marketing travaille sur l&rsquo;offre : quels produits, \u00e0 quel prix, comment les produits sont vendus, avec quelles cat\u00e9gories, quelles pr\u00e9sentations&#8230;<\/p>\n<p>La technique travaille \u00e0 mettre tout \u00e7a en musique : quelles technologies pour r\u00e9pondre aux demandes du marketing, quelle road map (comment s\u00e9quencer les d\u00e9veloppements).<\/p>\n<p><em>Bien s\u00fbr, d&rsquo;autres dimensions entrent en jeu : les moyens, financiers et humains&#8230; Chaque fonction a un co\u00fbt. Il faut donc \u00e9valuer ce co\u00fbt, puis trancher : \u00ab\u00a0on fait\u00a0\u00bb, \u00ab\u00a0on ne fait pas\u00a0\u00bb, ou \u00ab\u00a0on fera plus tard\u00a0\u00bb.<\/em><\/p>\n<p><strong>Dans la pratique, les tensions se cr\u00e9ent bien vite entre marketing et technique<\/strong>.<\/p>\n<ul>\n<li>\u00ab\u00a0le marketing a les bonnes id\u00e9es pour vendre, mais malheureusement, la technique ne sait pas les mettre en oeuvre\u00a0\u00bb ;<\/li>\n<li>\u00ab\u00a0Avec la technique, il faut toujours des d\u00e9lais impossibles, et des co\u00fbts trop importants\u00a0\u00bb ;<\/li>\n<li>\u00ab\u00a0Les \u00e9quipes marketing n&rsquo;ont pas le sens des r\u00e9alit\u00e9s. Ils font des demandes du jour pour le lendemain.\u00a0\u00bb ;<\/li>\n<li>\u00ab\u00a0Les \u00e9quipes marketing changent d&rsquo;avis trop rapidement, sans se rendre compte des impacts sur les d\u00e9veloppements techniques\u00a0\u00bb ;<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>Pourtant, il faut vraiment <strong>tout faire pour cr\u00e9er un maximum de ponts entre les deux \u00e9quipes<\/strong>. La technique peut par exemple alimenter intelligemment le marketing, m\u00eame dans les phases amont, pour pr\u00e9senter des innovations technologiques, ou expliquer les contraintes de telle solution.<\/p>\n<p>Cette synergie entre ces deux p\u00f4les est au coeur de la strat\u00e9gie d&rsquo;Araok, qui justement, se positionne \u00e0 la fronti\u00e8re entre la technique et le marketing. Il y a du travail !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>R\u00e9ussir un projet e-commerce (ou internet en g\u00e9n\u00e9ral), c&rsquo;est r\u00e9ussir \u00e0 bien faire travailler le marketing et la technique. Le marketing travaille sur l&rsquo;offre : quels produits, \u00e0 quel prix, comment les produits sont vendus, avec quelles cat\u00e9gories, quelles pr\u00e9sentations&#8230; La technique travaille \u00e0 mettre tout \u00e7a en musique : quelles technologies pour r\u00e9pondre aux [&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":[379,371,373],"class_list":["post-290","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-e-marketing","tag-araok","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>Marketing &amp; Technique : grand \u00e9cart ou synergie ? - 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\/26\/marketing-technique-grand-ecart-ou-synergie\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing &amp; Technique : grand \u00e9cart ou synergie ? - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"R\u00e9ussir un projet e-commerce (ou internet en g\u00e9n\u00e9ral), c&rsquo;est r\u00e9ussir \u00e0 bien faire travailler le marketing et la technique. 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