Le digital a-t-il vraiment ringardisé la démarche marketing et communication des managers ? | Executive Education | Livre Blanc | ESCP Business School

Executive Education Livre Blanc

Le digital a-t-il vraiment ringardisé la démarche marketing et communication des managers ?

Entretien avec Hervé Druez et Pr Benoît HeilbrunnProfesseurs de marketing à ESCP Business School

Depuis le début des années 2000, la vague du digital et ce que l'on appelait alors les « nouvelles technologies de l'information et de la communication » a modifié en profondeur tous les usages et comportements des individus.

La relation entre entreprise et consommateurs s'en voit totalement changée.

En 2004, Mark Zuckerberg créa Facebook. En 2007, Steve Jobs lança le premier iPhone. 10 ans plus tard, la revue The Economist faisait grand bruit en publiant un article intitulé « La ressource la plus précieuse du monde n'est plus le pétrole, mais les données ».

En vingt ans, notre économie a été transformée comme jamais par l'avènement du numérique. Et la tendance ne va pas ralentir. À l'heure de l'obédience au digital, il est sans doute important pour les managers de s'interroger sur leur vision marketing.

Que faire des héritages du passé devenus parfois encombrants sur des marchés digitalisés où les soft skills sont presque plus importantes que les hard skills ? Comment accélérer la transformation des professionnels du marketing, du jeune diplômé au cadre expérimenté ? Quel futur pour des connaissances dont la date de péremption ne cesse de raccourcir ?

La formation semble, plus que jamais, la solution contre une obsolescence des techniques, des outils, et des méthodologies. Or, il faut aussi travailler sa curiosité, développer la prise de risque, développer un nouvel état d'esprit et sortir des carcans administratifs et silotés issus du passé.

Le manager de demain, entre marketing d'hier et d'aujourd'hui, sera la clé de voûte des entreprises par sa capacité d'adaptation, sa résilience et son adaptation. Mais pour y parvenir, le chemin risque d'être tortueux. Raison de plus pour commencer dès aujourd'hui !

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'+v_title+'

['+v_lang+']
'+v_descr+"
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'+t+'

[in '+o+']
'+l+"
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',btnc=".js-close-popup",time=0,body=$("body"),js=$(".js-popup");js.each(function(){var a=$(this).find("iframe"),t=a.attr("src");a.length>0&&-1!==t.indexOf("youtube")&&(-1!==t.indexOf("?")?a.attr("src",t+"&enablejsapi=1"):a.attr("src",t+"?enablejsapi=1"))}),$(document).on("click",link,function(a){a.preventDefault();var t=$(this),e=t.attr("href"),s=$(e),l=t.attr("btn-bg-color"),o=t.attr("content-bg-color");null!=l&&void 0!=l||(l="#240085"),null!=o&&void 0!=o||(o="h-bg-white");var n='';body.addClass("no-scroll"),"wrapped"!=s.attr("aria-inner")&&s.wrapInner('
').attr("aria-inner","wrapped"),(s.hasClass("js-slide-right")||s.hasClass("js-slide-left"))&&s.addClass(o),0==$(".backdrop").length&&$("body").append(back),0==$(".js-close-popup",s).length&&s.prepend(n),"close"!=s.attr("aria-label")&&null!=s.attr("aria-label")&&void 0!=s.attr("aria-label")||(s.fadeIn(),s.attr("aria-label","open"))}),$(document).on("click",btnc,function(a){a.preventDefault();var t=$(this).attr("aria-controls"),e=$(t);$(t+" iframe").length>0&&$(t+" iframe")[0].contentWindow.postMessage('{"event":"command","func":"pauseVideo","args":""}',"*"),time=e.hasClass("js-slide-right")||e.hasClass("js-slide-left")?900:0,e.attr("aria-label","close"),e.stop(!0,!0).delay(time).fadeOut(100,function(){$("body .backdrop").remove(),$("body").removeClass("no-scroll")})}); } // End });