{"id":6273,"date":"2020-01-27T11:47:17","date_gmt":"2020-01-27T10:47:17","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=6273"},"modified":"2020-01-27T11:47:17","modified_gmt":"2020-01-27T10:47:17","slug":"5x20-der-grosse-trendbericht-2020","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2020-01-27\/5x20-der-grosse-trendbericht-2020\/","title":{"rendered":"#5\u00d720 : le grand rapport sur les tendances 2020"},"content":{"rendered":"<figure id=\"attachment_6275\" aria-describedby=\"caption-attachment-6275\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-6275\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-1_Organisator.jpg\" alt=\"\" width=\"680\" height=\"481\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-1_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-1_Organisator-16x12.jpg 16w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-1_Organisator-247x175.jpg 247w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-1_Organisator-495x350.jpg 495w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-1_Organisator-300x212.jpg 300w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-6275\" class=\"wp-caption-text\">Sous le titre #5\u00d720, le rapport de tendances de Grayling r\u00e9v\u00e8le les tendances actuelles en mati\u00e8re de communication. (Image : Grayling.com)<\/figcaption><\/figure>\n<p>\"Pour la 5e ann\u00e9e cons\u00e9cutive depuis 2016, nous avons observ\u00e9 de tr\u00e8s pr\u00e8s ce que font actuellement les marques et les entreprises les plus innovantes du monde. Nous voulions savoir avec quels nouveaux outils et<br \/>\net ce qu'il est advenu des tendances que nous avons identifi\u00e9es au cours des derni\u00e8res ann\u00e9es\", explique Birte Schnellen, Managing Director de Grayling Suisse. \"La plupart des recettes \u00e0 succ\u00e8s issues de notre recherche de tendances proviennent d'entreprises et de marques qui s'adressent avant tout aux consommateurs finaux. Cela s'explique par le fait que ces marques rendent traditionnellement leurs activit\u00e9s de communication plus publiques que les autres. Mais les connaissances acquises sont \u00e9galement pr\u00e9cieuses pour la communication B2B, l'implication des parties prenantes ou pour le secteur public\", explique Schnellen.<\/p>\n<h2>#5\u00d720 de Grayling - les cinq tendances du marketing et de la communication pour 2020<\/h2>\n<ul>\n<li><strong>Tendance #1 : mieux vaut \u00eatre vrai que parfait.<\/strong> L'authenticit\u00e9 et la cr\u00e9dibilit\u00e9 sont plus importantes que la perfection, surtout pour les groupes cibles les plus jeunes. Les marques r\u00e9agissent \u00e0 cela : elles misent plus souvent sur des contenus non \u00e9dulcor\u00e9s, des informations sans fard et une transparence totale. De la cha\u00eene d'approvisionnement enti\u00e8rement document\u00e9e aux histoires d'initi\u00e9s sur Instagram, en passant par des aveux clairs et des excuses cr\u00e9dibles. L'honn\u00eatet\u00e9 et la cr\u00e9dibilit\u00e9 sont \u00e9galement de plus en plus importantes pour les d\u00e9cideurs politiques et \u00e9conomiques.<\/li>\n<li><strong>Tendance #2 : ici et maintenant.<\/strong> Les campagnes pour les mobiles - c'est-\u00e0-dire les t\u00e9l\u00e9phones portables et les tablettes - sont particuli\u00e8rement efficaces lorsque le mobile est au centre de l'attention. C'est-\u00e0-dire lorsqu'elles fournissent aux utilisateurs en d\u00e9placement des informations importantes et int\u00e9ressantes pour l'endroit o\u00f9 ils se trouvent. Par exemple, des histoires et des actions li\u00e9es \u00e0 la localisation ou des superpositions en r\u00e9alit\u00e9 augment\u00e9e et des codes PIN. De telles offres jettent un pont entre le monde physique et le monde num\u00e9rique et atteignent les gens partout et \u00e0 tout moment. Pour plus d'attention et d'interaction.<\/li>\n<li><strong>Tendance #3 : ensemble, nous y arriverons.<\/strong>\u00a0Les entreprises prouvent ce que leurs valeurs signifient dans la vie r\u00e9elle. Elles utilisent leur influence morale pour encourager un comportement positif chez leurs clients. Il s'agit d'inciter et d'aider \u00e0 changer les comportements ou de promouvoir de nouveaux r\u00f4les dans la soci\u00e9t\u00e9. Les marques facilitent les d\u00e9cisions. Les changements de comportement positifs ne sont pas seulement int\u00e9ressants pour les marques, mais aussi pour les gouvernements et les autorit\u00e9s : les campagnes des entreprises peuvent donc \u00e9galement servir \u00e0 attirer l'attention et \u00e0 susciter l'engagement des d\u00e9cideurs politiques.<\/li>\n<li><strong>Tendance #4 : attrape-moi si tu peux.<\/strong> Les consommateurs des marques qui s'affirment doivent souvent faire plus d'efforts pour obtenir des messages, des offres sp\u00e9ciales ou des produits. L'id\u00e9e d'\u00e9quit\u00e9 est de plus en plus au centre de leurs pr\u00e9occupations. Lass\u00e9s par la publicit\u00e9 intrusive et sans amour, de nombreux consommateurs appr\u00e9cient ce nouveau type de relation avec les clients, dans lequel il faut certes \u00eatre soi-m\u00eame plus actif que d'habitude, mais o\u00f9 l'on est aussi r\u00e9compens\u00e9. Inversement, les entreprises ont ainsi la possibilit\u00e9 d'\u00e9tablir de v\u00e9ritables relations.<\/li>\n<li><strong>Tendance #5 : content de te voir.<\/strong> La communication devient de plus en plus parcellaire. Les plateformes num\u00e9riques perdent en confiance. C'est pourquoi les entreprises investissent plus souvent dans de v\u00e9ritables exp\u00e9riences de marque, c'est-\u00e0-dire dans des lieux et des \u00e9v\u00e9nements r\u00e9els. Cela cr\u00e9e de la proximit\u00e9 et de la confiance. Le bien-\u00eatre des clients et des parties prenantes augmente gr\u00e2ce \u00e0 une atmosph\u00e8re conviviale et personnelle. De plus, il en r\u00e9sulte le sentiment de faire partie d'une famille de marques pour laquelle on s'engage volontiers.<\/li>\n<\/ul>\n<figure id=\"attachment_6274\" aria-describedby=\"caption-attachment-6274\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-6274 size-medium\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-2_Organisator.jpg\" alt=\"\" width=\"680\" height=\"512\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-2_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-2_Organisator-16x12.jpg 16w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-2_Organisator-232x175.jpg 232w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-2_Organisator-465x350.jpg 465w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/01\/5x20-Der-grosse-Trendbericht-2020-2_Organisator-300x226.jpg 300w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-6274\" class=\"wp-caption-text\">(Graphique : Grayling.com)<\/figcaption><\/figure>\n<p><em>Source : <a href=\"http:\/\/www.grayling.com\">www.grayling.com<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>\u201eBereits zum 5. Mal in Folge seit 2016 haben wir ganz genau beobachtet, was die innovativsten Marken und Unternehmen der Welt derzeit tun. Wir wollten wissen, mit welchen neuen Tools und Techniken experimentiert wird und was aus jenen Trends wurde, die wir in den letzten Jahren identifiziert hatten\u201c, so Birte Schnellen, Managing Director Grayling Schweiz. [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":6275,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"#5x20","_yoast_wpseo_metadesc":"Was sind die Marketing- und Kommunikationstrends, die das Jahr 2020 pr\u00e4gen? #5x20: Der grosse Trendbericht 2020 von Grayling liefert Antworten.","articlekey":"","footnotes":""},"categories":[29],"tags":[335,339,485],"class_list":["post-6273","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-management-und-unternehmensfuehrung","tag-marketing","tag-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>#5x20: Der grosse Trendbericht 2020 - Organisator<\/title>\n<meta name=\"description\" content=\"Was sind die Marketing- und Kommunikationstrends, die das Jahr 2020 pr\u00e4gen? 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