Christian Dussart , professeur titulaire au service d'enseignement du marketing, offre une conférence sur l'utilisation des médias sociaux et leur plus-value potentielle pour la relation avec les clients.
Cette conférence est en anglais.
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"Denying reality is common in marketing and in business at large. A minority of successful and open-minded business people can profit from the prevailing mindset. Examples include marketing myopia and the rejection of the link between customer satisfaction and financial performance. Another more recent example is denying the idea of sharing business value with customers to create growth. Yet sharing value is indeed one of the only ways to integrate traditional marketing with social media marketing with resulting benefits for both companies and their clients. “Friends” turn into fully engaged customers and their so-called “Likes” convert into sales through a shift from positively-oriented affective reactions to effective buying. So why do so many negative attitudes, distrust, or even contempt still prevail among many academicians and business people in the face of evidence that value sharing works? Remaining stuck in a reactive mode does not create value and is harmful to the constructive innovation ultimately necessary to sustain global competitiveness and to insure business survival. Enthusiasm should prevail, even in business. Here is the full story of a successful sharing of business value through social networks." |
