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The dirty secrets of the Digital industry
- Vlan 15
- Gesprochen von: Grégory Pouy, Brian Morrissey
- Serie: Vlan, Titel 15
- Spieldauer: 23 Min.
- Audiomagazine
- Kategorien: Wirtschaft & Karriere

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Brian Morrissey is the Editor in Chief of the Digiday Media Group.
Je crois qu'il s'agit de l'épisode le plus authentique, où des vérités sont dites ! Finalement, c'est un peu comme si vous rejoigniez une conversation entre deux amis que personne n'écoute. Si vous ne connaissez pas Digiday, je vous invite à vous presser vers ce média autour de nos métiers, qui n'hésite jamais à mettre les pieds dans le plat. Il dispose d'un support spécialisé sur la beauté, la mode, les tendances et le luxe qui se nomme Glossy.
Évidemment, Brian est américain, c'est pourquoi la conversation est en anglais, mais vous trouverez sur mon blog une retranscription complète de notre échange en français. Cette transcription a été réalisée par Caroline Dezutter. La programmatique est construite pour justifier les mensonges. Pendant des années, on a assommé les marketers en leur disant qu'il fallait absolument mettre tous leurs budgets publicité en digital et la réalité est qu'ils ne voient pas vraiment les résultats.
À l'inverse, tout cela est très flou, d'autant plus à une période où la programmatique rend les choses encore plus opaques. Comme le souligne Brian Morrissey, la programmatique a été construite de telle manière qu'elle justifie les mensonges. Les marques ne savent plus très bien par qui elles se font truander, mais elles savent qu'elles se font truander. Et d'ailleurs, de manière plus générale, il est sain de se demander si la publicité et construire sa "brand equity" sont réellement une stratégie gagnante à lère digitale. Il suffit de regarder comment les GAFA fonctionnent, comment les" indies brands" (comprendre "marques natives sur le digital") fonctionnent pour se rendre compte que la publicité n'est plus centrale tout simplement parce que les usages ont changé.
Désormais, les consommateurs n'attendent plus de voir une pub : ils vont chercher sur Google le produit qui correspond précisément à leurs besoins et font davantage confiance aux avis consommateurs, qu'ils soient anonymes ou qu'ils proviennent d'influenceurs. Les GAFA sont les meilleurs ennemis des marques. D'abord quand Google a permis de parier sur les noms de marque et donc d'obliger les marques à surenchérir sur leur propre marque, ce qui n'a pas de sens en réalité si ce n'est pour Google.
Côté Facebook, clairement, les pages de marques ont été de vrais chevaux de Troie pour Facebook. En jouant sur l'égo des marketers, les marques ont fait beaucoup de pub pour dire "rejoignez-nous sur Facebook" et ont ainsi crédibilisé Facebook, rendu plus populaire aussi pour finalement voir leur edgerank (capacité à toucher leurs fans) tomber à zéro si ce n'est en faisant de la publicité. La réalité virtuelle et les bots seraient-ils les plus gros buzz word du moment ?
À mon sens, la VR est vraiment surmédiatisée et même s'il y a incontestablement des usages évidents pour la réalité virtuelle, toutes les marques ne doivent clairement pas plonger dans cette tendance juste pour être cool ou faire des RP. La réalité est que c'est une expérience souvent pénible et il y a des questions simples de logistique de casques quand on est en boutique par exemple. Sans compter que les consommateurs ne veulent probablement pas être immergés dans votre marque. Brian considère que les bots et donc cette première couche d'Intelligence Artificielle sont beaucoup trop tendance. D’abord parce que ça ne fonctionne jamais très bien, mais aussi parce que les consommateurs préfèreront toujours une expérience avec une vraie personne, dans la mesure du possible.
Veuillez noter : cet épisode est en anglais.
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