{"id":10083,"date":"2022-02-23T06:00:00","date_gmt":"2022-02-23T11:00:00","guid":{"rendered":"http:\/\/45701869-9d68-4d47-8896-1ddc7c7edeb3"},"modified":"2023-03-01T15:56:34","modified_gmt":"2023-03-01T20:56:34","slug":"78-les-lois-des-rp-et-du-marketing-regle-no-18-la-fragmentation","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2022\/02\/23\/78-les-lois-des-rp-et-du-marketing-regle-no-18-la-fragmentation\/","title":{"rendered":"78- Les lois des RP et du marketing \u2013 r\u00e8gle no 18 : la fragmentation"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_7328\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-10083-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/48073830\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-1-23%2F59071f5b-aee1-edbc-c22e-58a2d568ce86.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/48073830\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-1-23%2F59071f5b-aee1-edbc-c22e-58a2d568ce86.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/48073830\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-1-23%2F59071f5b-aee1-edbc-c22e-58a2d568ce86.mp3<\/a><\/audio><\/div><p>Lorsque l\u2019on franchit le cap des 30 ann\u00e9es d\u2019exp\u00e9rience de travail, comme c\u2019est mon cas, il me vient de nombreux exemples en t\u00eate \u00e0 l\u2019\u00e9vocation de cette loi de la fragmentation. Pour vous illustrer cette r\u00e8gle, j\u2019ai choisi de faire un retour sur l\u2019univers des m\u00e9dias, car je pense que c\u2019est l\u2019exemple le plus \u00e9vident, et le plus simple \u00e0 comprendre.<\/p>\n<p>Comme point de d\u00e9part, j\u2019aime souvent mentionner lors des formations qu\u2019il \u00e9tait nettement plus simple pour les professionnels des RP et du marketing de d\u00e9velopper des strat\u00e9gies m\u00e9dia il y a 30 ans, avant l\u2019arriv\u00e9e d\u2019Internet. Les fen\u00eatres de visibilit\u00e9, comme je les appelle, \u00e9taient beaucoup moins nombreuses. Penser \u00e0 un lac au milieu duquel on lance un immense rocher qui r\u00e9ussit \u00e0 atteindre toutes les rives. C\u2019\u00e9tait possible avec un budget cons\u00e9quent. Les grands groupes par exemple ne juraient que par la publicit\u00e9 et pr\u00eataient peu attention aux actions des agences RP. Avec un budget publicitaire uniquement, les grandes marques pouvaient rendre leurs produits visibles partout et facilement en achetant des espaces publicitaires sur cinq plateformes traditionnelles :<\/p>\n<p>La t\u00e9l\u00e9vision<\/p>\n<p>Les journaux<\/p>\n<p>Les radios<\/p>\n<p>Les magazines<\/p>\n<p>Les panneaux publicitaires<\/p>\n<p>L\u2019arriv\u00e9e d\u2019Internet a compl\u00e8tement chang\u00e9 la donne. \u00c0 ces cinq plateformes (toujours existantes), il faut ajouter les versions Internet de chaque m\u00e9dia dit traditionnel, leur propre site Internet, la version qui se lit sur la tablette num\u00e9rique et maintenant les m\u00e9dias sociaux (les leurs et les v\u00f4tres) : YouTube, Facebook, Twitter, Instagram, TikTok, LinkedIn, Google. Il faut op\u00e9rer des choix \u2013 ce que nous appelons la fragmentation \u2013 parmi la vingtaine de plateformes.<\/p>\n<p>Il est souvent complexe de choisir une plateforme pour assurer la promotion d\u2019un produit, car chacune s\u2019adresse \u00e0 un public particulier. C\u2019est pourquoi il est judicieux d\u2019adapter les messages et les publicit\u00e9s diffus\u00e9s sur Facebook, Instagram, la t\u00e9l\u00e9 et les grands journaux. Ce travail des professionnels du marketing et des relations publiques est tr\u00e8s complexe, car il faudra souvent choisir ses batailles faute de ressources suffisantes pour \u00eatre sur toutes ces plateformes.<\/p>\n<p>Des entreprises comme HONDA ont tr\u00e8s bien r\u00e9ussi ce pari de la fragmentation en cr\u00e9ant une nouvelle marque ACURA pour leurs mod\u00e8les haut de gamme. Ainsi, le constructeur automobile peut afficher d\u2019excellents r\u00e9sultats dans deux march\u00e9s compl\u00e8tement diff\u00e9rents. Je vous invite \u00e0 surveiller la marque POLESTAR qui a aussi fait ce pari de se pr\u00e9senter de mani\u00e8re autonome et poss\u00e8de ses propres concessionnaires au lieu de se pr\u00e9senter comme un mod\u00e8le de voiture VOLVO \u00e9lectrique.<\/p>\n<p>Du c\u00f4t\u00e9 de la beaut\u00e9, je trouve que Clarins a pos\u00e9 des gestes judicieux en cr\u00e9ant une toute nouvelle gamme MY Clarins, qui propose des formules plus naturelles, v\u00e9ganes et bios, une gamme pour les g\u00e9n\u00e9rations Y et Z (les 30 ans et moins).<\/p>\n<p>J\u2019esp\u00e8re que cet \u00e9pisode vous a plu et que cette pause RP\/marketing stimule votre cr\u00e9ativit\u00e9.<\/p>\n<p>Inscrivez-vous sur nos listes pour obtenir toute information pertinente : <a href=\"https:\/\/natapr.com\/\">www.natapr.com<\/a><u>.<\/u><\/p>\n<p>Pour en savoir plus :<\/p>\n<p><a href=\"https:\/\/www.instagram.com\/natapr_\/?hl=en\">NATA PR Instagram<\/a><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/nataprschool\/?hl=en\">NATA PR SCHOOL Instagram<\/a><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/NATAPRMTL\">NATA PR FACEBOOK<\/a><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/company\/779709\/admin\/\">NATA PR LINKEDIN<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lorsque l\u2019on franchit le cap des 30 ann\u00e9es d\u2019exp\u00e9rience de travail, comme c\u2019est mon cas, il me vient de nombreux exemples en t\u00eate \u00e0 l\u2019\u00e9vocation de cette loi de la fragmentation. Pour vous illustrer cette r\u00e8gle, j\u2019ai choisi de faire un retour sur l\u2019univers des m\u00e9dias, car je pense que c\u2019est l\u2019exemple le plus \u00e9vident, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[126,1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>78- Les lois des RP et du marketing \u2013 r\u00e8gle no 18 : la fragmentation - Nata PR<\/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:\/\/natapr.com\/fr\/2022\/02\/23\/78-les-lois-des-rp-et-du-marketing-regle-no-18-la-fragmentation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"78- Les lois des RP et du marketing \u2013 r\u00e8gle no 18 : la fragmentation - Nata PR\" \/>\n<meta property=\"og:description\" content=\"Lorsque l\u2019on franchit le cap des 30 ann\u00e9es d\u2019exp\u00e9rience de travail, comme c\u2019est mon cas, il me vient de nombreux exemples en t\u00eate \u00e0 l\u2019\u00e9vocation de cette loi de la fragmentation. 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