{"id":10329,"date":"2014-11-04T10:31:20","date_gmt":"2014-11-04T15:31:20","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=10329"},"modified":"2014-11-17T22:38:13","modified_gmt":"2014-11-18T03:38:13","slug":"strategie-marketing-conseils-gratuits-de-seth-godin","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/strategie-marketing-conseils-gratuits-de-seth-godin\/","title":{"rendered":"Strat\u00e9gie marketing: conseils gratuits de Seth Godin"},"content":{"rendered":"<p class=\"p1\" style=\"text-align: justify;\"><a href=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/11\/Seth-Godin.jpg\"><img loading=\"lazy\" class=\"aligncenter wp-image-10330 size-medium\" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/11\/Seth-Godin-300x200.jpg\" alt=\"Seth-Godin\" width=\"300\" height=\"200\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/11\/Seth-Godin-300x200.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/11\/Seth-Godin-1024x682.jpg 1024w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><strong><span style=\"color: #000080;\">Si vous avez un int\u00e9r\u00eat pour le marketing, je vous conseille vivement les \u00e9crits de<\/span><\/strong> <a href=\"http:\/\/sethgodin.typepad.com\/\"><span class=\"s2\">Seth Godin<\/span><\/a>.\u00a0<strong><span style=\"color: #000080;\">Pour ceux qui ne le connaissent pas, Seth Godin est un entrepreneur, conf\u00e9rencier, marketeur et auteur de plusieurs livres \u00e0 succ\u00e8s.<\/span><\/strong><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">Ancien vice-pr\u00e9sident du marketing direct chez Yahoo!, Godin a aussi lanc\u00e9 le portail\u00a0<a href=\"http:\/\/news.cnet.com\/2100-1001-216555.html\"><span class=\"s2\">Yoyodyne<\/span><\/a>\u00a0en 1995. Celui-ci a \u00e9t\u00e9 rachet\u00e9 par Yahoo! trois ans plus tard au co\u00fbt de 30 millions de dollars. <\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">Il vous co\u00fbterait probablement tr\u00e8s cher pour une heure de consultation avec lui. Son blogue donne toutefois une bonne id\u00e9e sur sa pens\u00e9e.<\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">Voici donc, tout \u00e0 fait gratuitement, quelques conseils et citations \u00e9mises par Seth Godin au cours des derni\u00e8res ann\u00e9es\u00a0:<br \/>\n<\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\" style=\"color: #000080;\"><b>D\u00e9marquez-vous par des produits exceptionnels<\/b><\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">Dans son livre <a href=\"http:\/\/www.sethgodin.com\/purple\/\"><em>Purple Cow<\/em><\/a>, Godin souligne l&rsquo;importance d&rsquo;avoir un produit qui se distingue des autres afin d&rsquo;obtenir le succ\u00e8s escompt\u00e9. Selon lui, la publicit\u00e9, si efficace soit-elle, ne peut plus suffire \u00e0 assurer, seule, le succ\u00e8s d&rsquo;un produit. Ce <span class=\"s2\"><a href=\"http:\/\/sethgodin.typepad.com\/seths_blog\/2013\/07\/polishing-junk.html\">court billet<\/a>,<\/span> ainsi que <a href=\"http:\/\/www.fastcompany.com\/46049\/praise-purple-cow\"><span class=\"s2\">cet article<\/span><\/a> dans <em>Fast Company,<\/em> r\u00e9sument bien sa pens\u00e9e.<\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">Quelques citations de sa part :<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li class=\"li2\"><span class=\"s1\">\u00abIn a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.\u00bb (Dans un march\u00e9 bond\u00e9, se fondre dans la masse est vou\u00e9 \u00e0 l&rsquo;\u00e9chec. Dans un march\u00e9 dense et dynamique, ne pas se d\u00e9marquer \u00e9quivaut \u00e0 \u00eatre invisible.)<\/span><\/li>\n<\/ul>\n<ul style=\"text-align: justify;\">\n<li class=\"li2\"><span class=\"s1\">\u00abToday, the one sure way to fail is to be boring. Your one chance for success is to be remarkable\u00bb (Aujourd&rsquo;hui, le meilleur moyen d&rsquo;\u00e9chouer est d&rsquo;\u00eatre ennuyeux. La seule fa\u00e7on de r\u00e9ussir est d&rsquo;\u00eatre remarquable.)<\/span><\/li>\n<\/ul>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\" style=\"color: #000080;\"><b>Int\u00e9ressez d\u2019abord, vendez ensuite<\/b><\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">Seth Godin a \u00e9t\u00e9 l&rsquo;un des plus grands promoteurs du <a href=\"http:\/\/sethgodin.typepad.com\/seths_blog\/2008\/01\/permission-mark.html\"><span class=\"s2\">marketing de permission<\/span><\/a> (par opposition au marketing d&rsquo;interruption).<span class=\"Apple-converted-space\">\u00a0<\/span>Son livre <em><a href=\"http:\/\/www.sethgodin.com\/permission\/\"><span class=\"s2\">Permission Marketing<\/span><\/a><\/em> est d&rsquo;ailleurs un de ses plus connus. Pour lui, il faut d&rsquo;abord capter l&rsquo;attention des gens et les int\u00e9resser. Il est possible, ensuite, de penser \u00e0 leur vendre notre produit ou notre service.<\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">Ce qu&rsquo;il a d\u00e9j\u00e0 mentionn\u00e9 \u00e0 ce\u00a0sujet :<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li class=\"li2\"><span class=\"s1\">\u00abReal permission works like this: if you stop showing up, people complain, they ask where you went.\u00bb (La permission fonctionne de la fa\u00e7on suivante: si vous cessez de vous pr\u00e9senter, les gens vont s&rsquo;en plaindre et demander o\u00f9 vous \u00eates rendus.)<\/span><\/li>\n<\/ul>\n<ul style=\"text-align: justify;\">\n<li class=\"li2\"><span class=\"s1\">\u00ab Finding new ways, more clever ways to interrupt people doesn\u2019t work.\u00bb (Cr\u00e9er\u00a0de nouvelles et inventives fa\u00e7ons de d\u00e9ranger les gens ne fonctionne pas.)<\/span><\/li>\n<\/ul>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\" style=\"color: #000080;\">\u00a0<b>N\u2019essayez-pas de plaire \u00e0 tous<\/b><\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">En lien avec le concept de marketing de permission, Godin avance qu&rsquo;il est impossible de plaire \u00e0 tous. Personne ne peut int\u00e9resser tout le monde \u00e0 un produit. Vaut mieux viser des niches de passionn\u00e9s que de tenter de plaire \u00e0 la masse. Les angles \u00e9labor\u00e9s dans ses billets\u00a0<a href=\"http:\/\/sethgodin.typepad.com\/seths_blog\/2010\/11\/alienating-the-2.html\"><span class=\"s2\"><i>Alienating the 2 %<\/i><\/span><\/a> et <a href=\"http:\/\/sethgodin.typepad.com\/seths_blog\/2014\/09\/whats-wrong-with-your-website.html?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+typepad%2Fsethsmainblog+%28Seth%27s+Blog%29\"><span class=\"s2\">What&rsquo;s wrong with your website?<\/span><\/a> sont particuli\u00e8rement \u00e9loquents.<\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">Quelques phrases qui portent \u00e0 r\u00e9fl\u00e9chir :<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li class=\"li2\"><span style=\"font-size: 13px;\">\u00abIn direct mail, you&rsquo;re doing well if only 99 people out of a hundred say no. Not 25%, but 1% success.\u00bb (En marketing par\u00a0courriel, vous aurez du succ\u00e8s si 1 r\u00e9cepteur sur 100 vous dit oui et ach\u00e8te. Pas 25%. Prendre pour un \u00e9chec le refus de 99% des gens est une erreur \u00e0 ne pas commettre.)<\/span><\/li>\n<\/ul>\n<ul style=\"text-align: justify;\">\n<li class=\"li2\"><span style=\"font-size: 13px;\">\u00abSure, you can try to minimize the cost of change, and you might even get the number to 1%. But if you try to delight everyone, all the time, you&rsquo;ll just make yourself crazy. Or become boring.\u00bb (Vous pouvez, bien entendu, r\u00e9duire les risques associ\u00e9s au changement et atteindre le chiffre de\u00a01%. Mais essayer de plaire \u00e0 tout le monde, tout le temps, peut vous rendre fou&#8230; et ennuyeux.)<\/span><\/li>\n<\/ul>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\" style=\"color: #000080;\"><b>Comment juger si votre pub est efficace?<\/b><\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">\u00cates-vous d\u00e9j\u00e0 revenu en arri\u00e8re avec votre enregistreur num\u00e9rique pour voir une pub que vous aviez rat\u00e9e? En avez-vous d\u00e9j\u00e0 partag\u00e9 une ou plusieurs dans les r\u00e9seaux sociaux? Selon Godin, une campagne de pub efficace est celle que les gens choisissent de voir ou de revoir. Le genre qui manque au public lorsqu&rsquo;elle se termine (Martin Matte et Honda?). Dans un <a href=\"http:\/\/sethgodin.typepad.com\/seths_blog\/2014\/09\/a-simple-way-to-look-at-effective-advertising-in-a-digital-age.html?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+typepad%2Fsethsmainblog+%28Seth%27s+Blog%29\"><span class=\"s2\">r\u00e9cent billet<\/span><\/a>, il donne l&rsquo;exemple du magazine Vogue, que les gens consultent en partie pour la pub. <\/span><\/p>\n<p class=\"p2\" style=\"text-align: justify;\"><span class=\"s1\">Sur le sujet, il mentionne :<\/span><\/p>\n<ul>\n<li class=\"li2\" style=\"text-align: justify;\"><span class=\"s1\">\u00abMarketing that works is marketing that people choose to notice.\u00bb (Le marketing \u00e0 succ\u00e8s est celui qui accroche et s\u00e9duit\u00a0spontan\u00e9ment le\u00a0r\u00e9cepteur.)<\/span><\/li>\n<\/ul>\n<ul>\n<li class=\"li2\" style=\"text-align: justify;\"><span class=\"s1\">\u00abMedia companies of the future will be built on ads we want to see, ads we&rsquo;d miss if they were gone.\u00bb (Les m\u00e9dias d&rsquo;avenir seront construits autour de publicit\u00e9s que les gens veulent voir, des publicit\u00e9s dont l&rsquo;absence sera regrett\u00e9e.)<\/span><\/li>\n<\/ul>\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_10329\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/strategie-marketing-conseils-gratuits-de-seth-godin\/\"  data-item_title=\"Strat\u00e9gie marketing: conseils gratuits de Seth Godin\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/11\/Seth-Godin-1024x682.jpg\"  data-item_date=\"2014-11-04T10:31:20-05:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Si vous avez un int\u00e9r\u00eat pour le marketing, je vous conseille vivement les \u00e9crits de Seth Godin.\u00a0Pour ceux qui ne le connaissent pas, Seth Godin est un entrepreneur, conf\u00e9rencier, marketeur et auteur de plusieurs livres \u00e0 succ\u00e8s. Ancien vice-pr\u00e9sident du marketing direct chez Yahoo!, Godin a aussi lanc\u00e9 le portail\u00a0Yoyodyne\u00a0en 1995. Celui-ci a \u00e9t\u00e9 rachet\u00e9 [&hellip;]<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_10329\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/strategie-marketing-conseils-gratuits-de-seth-godin\/\"  data-item_title=\"Strat\u00e9gie marketing: conseils gratuits de Seth Godin\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/11\/Seth-Godin-1024x682.jpg\"  data-item_date=\"2014-11-04T10:31:20-05:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":2,"featured_media":10330,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[137,3],"tags":[1176,1488],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/10329"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=10329"}],"version-history":[{"count":10,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/10329\/revisions"}],"predecessor-version":[{"id":10417,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/10329\/revisions\/10417"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media\/10330"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=10329"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=10329"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=10329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}