{"id":60627,"date":"2018-12-21T14:00:46","date_gmt":"2018-12-21T19:00:46","guid":{"rendered":"https:\/\/isarta.fr\/infos\/?p=60627"},"modified":"2019-01-09T10:51:04","modified_gmt":"2019-01-09T15:51:04","slug":"bilan-marketing-et-communication-2018-une-annee-de-galere","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/","title":{"rendered":"Bilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re?"},"content":{"rendered":"

\"\"<\/p>\n

21 d\u00e9cembre 2018<\/span><\/p>\n

Facebook qui soul\u00e8ve de la suspicion dans ses pratiques, la r\u00e9alit\u00e9 virtuelle et augment\u00e9e qui continue de se faire attendre, les influenceurs qui tombent en disgr\u00e2ce\u2026 L\u2019ann\u00e9e 2018 est-elle \u00e0 rel\u00e9guer aux oubliettes – d’un point de vue marketing et communication ? Voici notre bilan.<\/span><\/p>\n

L’\u00e9volution du marketing m’a laiss\u00e9 un peu sur mon app\u00e9tit en 2018, reconna\u00eet Beno\u00eet Desforges, directeur marketing et cr\u00e9ateur du groupe Facebook Marketing 2018 – Qu\u00e9bec. J’ai l’impression que la profession se cherche.\u00a0\u00bb\u00a0<\/span><\/p><\/blockquote>\n

Vrai que la r\u00e9alit\u00e9 virtuelle ou augment\u00e9e n\u2019a pas encore transform\u00e9 l\u2019exp\u00e9rience d\u2019achat<\/a><\/span>, en plus d\u2019\u00eatre fichtrement difficile \u00e0 trouver sur le Web<\/a>.<\/span> Vrai aussi que les grandes cha\u00eenes peinent toujours \u00e0 exploiter les donn\u00e9es dont elles disposent<\/a><\/span>. Et combien d\u2019autres promesses non tenues, du d\u00e9partement marketing ?<\/p>\n

Par contre, dit Benoit Desforges, \u00e7a me rassure de constater que la plupart des marketeurs r\u00e9alisent d\u00e9sormais l’importance de connecter \u00e9motivement avec leurs clients, leurs employ\u00e9s et autres intervenants, tant dans le B2C que dans le B2B. \u00bb\u00a0<\/span><\/p><\/blockquote>\n

Le directeur note qu\u2019un nombre grandissant de marketeurs reconnaissent la valeur ajout\u00e9e du storytelling dans leur pratique<\/a>.<\/span><\/p>\n

Pascal Henrard, strat\u00e8ge marketing<\/span><\/a> et coauteur du Guide du marketing de contenu<\/a><\/span>, abonde dans le m\u00eame sens, remarquant pour sa part une professionnalisation des strat\u00e8ges et des producteurs de marketing de contenu, les principaux artisans du storytelling\u00a0:<\/p>\n

De plus en plus d\u2019agences et de marques qu\u00e9b\u00e9coises se professionnalisent en faisant appel \u00e0 des \u00e9diteurs de marque et des strat\u00e8ges \u00e9ditoriaux, parfois externes, pour doter leurs contenus de fondations plus solides.\u00a0\u00bb<\/span><\/p><\/blockquote>\n

Effondrement de la port\u00e9e organique<\/a> sur Facebook<\/strong><\/span><\/h2>\n

En 2018, Facebook et Google ont continu\u00e9 de dominer outrageusement le placement publicitaire num\u00e9rique<\/a><\/span>, en accaparant encore 57,7% des revenus en publicit\u00e9 sur le Web aux derni\u00e8res nouvelles<\/a><\/span>.<\/p>\n

C\u2019est toutefois Facebook qui a donn\u00e9 le plus de maux de t\u00eate aux marketeurs, surtout ceux qui oeuvrent pour de petites PME, et qui comptaient sur la port\u00e9e organique de leurs publications pour promouvoir leur marque.<\/p>\n

La port\u00e9e organique est compl\u00e8tement morte, nous informait Yannick Proulx, chef de pratique chez Adviso, il y a quelques semaines de cela<\/a><\/span>. Les entreprises doivent se tourner vers la publicit\u00e9 payante<\/a><\/span> pour atteindre leurs objectifs de conversion.\u00a0\u00bb<\/span><\/p><\/blockquote>\n

Des avis impossibles \u00e0 ignorer<\/strong><\/span><\/p>\n

L\u2019autre front \u00e0 tenir en compte pour les marketeurs Web est celui des \u00ab\u00a0avis\u00a0\u00bb que les Internautes \u00e9mettent sur les commerces et les marques, note \u00c9milie Poirier, professionnelle en marketing num\u00e9rique et pr\u00e9sidente de la firme MixoWeb<\/span><\/a>.<\/p>\n

Il y a eu une mont\u00e9e en fl\u00e8che de l’importance des avis en ligne en 2018. Les commer\u00e7ants ne peuvent plus se permettre d\u2019ignorer les \u00ab reviews \u00bb qu\u2019ils re\u00e7oivent sur Google, Facebook ou Yelp. Les gens les consultent et prennent des d\u00e9cisions d\u2019achat en cons\u00e9quence. Ils doivent y r\u00e9pondre, autant que possible avec respect et d\u00e9licatesse.\u00a0\u00bb\u00a0<\/span><\/p><\/blockquote>\n

Priorit\u00e9 au contenu vid\u00e9o, avons-nous \u00e9t\u00e9 dup\u00e9 ?<\/strong><\/span><\/h2>\n

En 2018, le recours \u00e0 la vid\u00e9o a eu tendance \u00e0 se g\u00e9n\u00e9raliser<\/a><\/span>, reconna\u00eet Pascal Henrard. De plus en plus de marques mettent leurs experts, leurs employ\u00e9s, leurs vendeurs en sc\u00e8ne. Cependant, on oublie encore trop souvent de se demander ce que veut l\u2019auditoire.\u00bb<\/span><\/p><\/blockquote>\n

La qualit\u00e9 et la pertinence ne sont pas toujours au rendez-vous, regrette le strat\u00e8ge.<\/p>\n

La performance de la vid\u00e9o par rapport \u00e0 ses co\u00fbts, en termes de temps et de moyens de production, laisse souvent \u00e0 d\u00e9sirer. Les statistiques de visionnement sur YouTube ne sont d\u2019ailleurs pas \u00e0 tout casser.\u00a0\u00bb<\/span><\/p><\/blockquote>\n

De plus, on a r\u00e9cemment appris que Facebook \u00e9tait accus\u00e9 d\u2019avoir sciemment \u00ab\u00a0surestim\u00e9\u00a0\u00bb la port\u00e9e des vid\u00e9os<\/a><\/span>\u00a0sur sa plateforme, et ce, dans le but de convaincre les marques, les entreprises et les salles de presse de privil\u00e9gier le contenu vid\u00e9o sur le contenu textuel. Plusieurs organisations m\u00e9diatiques y ont d\u2019ailleurs perdu au change, en investissant toutes leurs billes dans cette forme de contenu.<\/p>\n

Facebook a beau tout nier en bloc<\/a><\/span>, il n’en demeure pas moins que plusieurs journalistes ont \u00e9t\u00e9 cong\u00e9di\u00e9 dans la foul\u00e9e de cette fr\u00e9n\u00e9sie du \u00ab tout \u00e0 la vid\u00e9o \u00bb.<\/p>\n

Les influenceurs en disgr\u00e2ce<\/strong><\/span><\/h2>\n

Sans doute est-ce un retour du balancier<\/a><\/span>. Apr\u00e8s l\u2019ascension fulgurante de toute une g\u00e9n\u00e9ration d\u2019influenceurs \u00ab\u00a0cools \u00bb et \u00ab\u00a0branch\u00e9s\u00a0\u00bb, voil\u00e0 qu’on les\u00a0traque<\/a><\/span>, entre autres pour les forcer \u00e0 montrer plus de transparence par rapport aux marques<\/a><\/span> qu\u2019ils promeuvent.<\/p>\n

Cette ann\u00e9e, j\u2019ai beaucoup \u00e9crit sur les \u00ab influenceurs \u00bb, leur caract\u00e8re \u00e9ph\u00e9m\u00e8re et leur tendance \u00e0 l\u2019uniformisation, dit Pascal Henrard. Il est arriv\u00e9 ce que je pressentais\u00a0: on a mis\u00e9 beaucoup d\u2019argent dans ces \u00e9toiles filantes en oubliant que la star, \u00e7a doit \u00eatre la marque ou le produit.\u00a0\u00bb<\/span><\/p><\/blockquote>\n

\u00c0 m\u00e9diter !<\/p>\n

\n","protected":false},"excerpt":{"rendered":"

Facebook qui soul\u00e8ve de la suspicion dans ses pratiques, la r\u00e9alit\u00e9 virtuelle et augment\u00e9e qui continue de se faire attendre, les influenceurs qui tombent en disgr\u00e2ce\u2026 L\u2019ann\u00e9e 2018 est-elle \u00e0 rel\u00e9guer aux oubliettes – d’un point de vue marketing et communication ? Voici notre bilan.<\/p>\n","protected":false},"author":64,"featured_media":60628,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[264,265,3],"tags":[207,186,364,206,233,215],"class_list":["post-60627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-caroussel","category-en-avant-isarta-emplois","category-articlesmarketing-communications","tag-amazon","tag-facebook","tag-formations","tag-google","tag-instagram","tag-marketing"],"yoast_head":"\nBilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re? - Isarta Infos<\/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:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re? - Isarta Infos\" \/>\n<meta property=\"og:description\" content=\"Facebook qui soul\u00e8ve de la suspicion dans ses pratiques, la r\u00e9alit\u00e9 virtuelle et augment\u00e9e qui continue de se faire attendre, les influenceurs qui tombent en disgr\u00e2ce\u2026 L\u2019ann\u00e9e 2018 est-elle \u00e0 rel\u00e9guer aux oubliettes - d'un point de vue marketing et communication ? Voici notre bilan.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/\" \/>\n<meta property=\"og:site_name\" content=\"Isarta Infos\" \/>\n<meta property=\"article:published_time\" content=\"2018-12-21T19:00:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-01-09T15:51:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2018\/12\/jc-gellidon-714673-unsplash-768x513-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"768\" \/>\n\t<meta property=\"og:image:height\" content=\"513\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Philippe Jean Poirier\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Philippe Jean Poirier\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/\"},\"author\":{\"name\":\"Philippe Jean Poirier\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#\\\/schema\\\/person\\\/59cc1eed149e9d34290c4bc30a326ffb\"},\"headline\":\"Bilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re?\",\"datePublished\":\"2018-12-21T19:00:46+00:00\",\"dateModified\":\"2019-01-09T15:51:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/\"},\"wordCount\":841,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2018\\\/12\\\/jc-gellidon-714673-unsplash-768x513-2.jpg\",\"keywords\":[\"Amazon\",\"Facebook\",\"formations\",\"Google\",\"Instagram\",\"marketing\"],\"articleSection\":[\"Caroussel\",\"En Avant - Isarta Emplois\",\"Marketing & Communication\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/\",\"url\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/\",\"name\":\"Bilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re? - Isarta Infos\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2018\\\/12\\\/jc-gellidon-714673-unsplash-768x513-2.jpg\",\"datePublished\":\"2018-12-21T19:00:46+00:00\",\"dateModified\":\"2019-01-09T15:51:04+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/#primaryimage\",\"url\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2018\\\/12\\\/jc-gellidon-714673-unsplash-768x513-2.jpg\",\"contentUrl\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2018\\\/12\\\/jc-gellidon-714673-unsplash-768x513-2.jpg\",\"width\":768,\"height\":513},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/bilan-marketing-et-communication-2018-une-annee-de-galere\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Bilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#website\",\"url\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/\",\"name\":\"Isarta Infos\",\"description\":\"L'actualit\u00e9 du Web, du marketing et des communications en France. Permet de vous tenir aux faits des derni\u00e8res informations, nouvelles, tendances et offres d'emploi sur les communications, le marketing et le Web, essentiellement en France.\",\"publisher\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#organization\",\"name\":\"Isarta Infos\",\"url\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/logo.png\",\"contentUrl\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/logo.png\",\"width\":434,\"height\":65,\"caption\":\"Isarta Infos\"},\"image\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#\\\/schema\\\/person\\\/59cc1eed149e9d34290c4bc30a326ffb\",\"name\":\"Philippe Jean Poirier\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c88e2ae1ee4739c5dc5f53cbd2443df3a60ea611defb1da7152399c56d483e1d?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c88e2ae1ee4739c5dc5f53cbd2443df3a60ea611defb1da7152399c56d483e1d?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c88e2ae1ee4739c5dc5f53cbd2443df3a60ea611defb1da7152399c56d483e1d?s=96&d=mm&r=g\",\"caption\":\"Philippe Jean Poirier\"},\"description\":\"Philippe Jean Poirier est un journaliste qui se passionne pour les mots, l\u2019\u00e9criture, la recherche, la collecte de t\u00e9moignages, les tendances soci\u00e9tales et les raisons souterraines qui alimentent l\u2019actualit\u00e9. Email: pj_poirier@isarta.com\",\"url\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/author\\\/philippe-jean-poirier\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Bilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re? - Isarta Infos","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/","og_locale":"fr_FR","og_type":"article","og_title":"Bilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re? - Isarta Infos","og_description":"Facebook qui soul\u00e8ve de la suspicion dans ses pratiques, la r\u00e9alit\u00e9 virtuelle et augment\u00e9e qui continue de se faire attendre, les influenceurs qui tombent en disgr\u00e2ce\u2026 L\u2019ann\u00e9e 2018 est-elle \u00e0 rel\u00e9guer aux oubliettes - d'un point de vue marketing et communication ? Voici notre bilan.","og_url":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/","og_site_name":"Isarta Infos","article_published_time":"2018-12-21T19:00:46+00:00","article_modified_time":"2019-01-09T15:51:04+00:00","og_image":[{"width":768,"height":513,"url":"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2018\/12\/jc-gellidon-714673-unsplash-768x513-2.jpg","type":"image\/jpeg"}],"author":"Philippe Jean Poirier","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Philippe Jean Poirier","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/#article","isPartOf":{"@id":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/"},"author":{"name":"Philippe Jean Poirier","@id":"https:\/\/isarta.fr\/infos\/#\/schema\/person\/59cc1eed149e9d34290c4bc30a326ffb"},"headline":"Bilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re?","datePublished":"2018-12-21T19:00:46+00:00","dateModified":"2019-01-09T15:51:04+00:00","mainEntityOfPage":{"@id":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/"},"wordCount":841,"commentCount":0,"publisher":{"@id":"https:\/\/isarta.fr\/infos\/#organization"},"image":{"@id":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/#primaryimage"},"thumbnailUrl":"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2018\/12\/jc-gellidon-714673-unsplash-768x513-2.jpg","keywords":["Amazon","Facebook","formations","Google","Instagram","marketing"],"articleSection":["Caroussel","En Avant - Isarta Emplois","Marketing & Communication"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/","url":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/","name":"Bilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re? - Isarta Infos","isPartOf":{"@id":"https:\/\/isarta.fr\/infos\/#website"},"primaryImageOfPage":{"@id":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/#primaryimage"},"image":{"@id":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/#primaryimage"},"thumbnailUrl":"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2018\/12\/jc-gellidon-714673-unsplash-768x513-2.jpg","datePublished":"2018-12-21T19:00:46+00:00","dateModified":"2019-01-09T15:51:04+00:00","breadcrumb":{"@id":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/#primaryimage","url":"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2018\/12\/jc-gellidon-714673-unsplash-768x513-2.jpg","contentUrl":"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2018\/12\/jc-gellidon-714673-unsplash-768x513-2.jpg","width":768,"height":513},{"@type":"BreadcrumbList","@id":"https:\/\/isarta.fr\/infos\/bilan-marketing-et-communication-2018-une-annee-de-galere\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/isarta.fr\/infos\/"},{"@type":"ListItem","position":2,"name":"Bilan marketing et communication 2018 : une ann\u00e9e de gal\u00e8re?"}]},{"@type":"WebSite","@id":"https:\/\/isarta.fr\/infos\/#website","url":"https:\/\/isarta.fr\/infos\/","name":"Isarta Infos","description":"L'actualit\u00e9 du Web, du marketing et des communications en France. Permet de vous tenir aux faits des derni\u00e8res informations, nouvelles, tendances et offres d'emploi sur les communications, le marketing et le Web, essentiellement en France.","publisher":{"@id":"https:\/\/isarta.fr\/infos\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/isarta.fr\/infos\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/isarta.fr\/infos\/#organization","name":"Isarta Infos","url":"https:\/\/isarta.fr\/infos\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/isarta.fr\/infos\/#\/schema\/logo\/image\/","url":"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2026\/10\/logo.png","contentUrl":"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2026\/10\/logo.png","width":434,"height":65,"caption":"Isarta Infos"},"image":{"@id":"https:\/\/isarta.fr\/infos\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/isarta.fr\/infos\/#\/schema\/person\/59cc1eed149e9d34290c4bc30a326ffb","name":"Philippe Jean Poirier","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/c88e2ae1ee4739c5dc5f53cbd2443df3a60ea611defb1da7152399c56d483e1d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c88e2ae1ee4739c5dc5f53cbd2443df3a60ea611defb1da7152399c56d483e1d?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c88e2ae1ee4739c5dc5f53cbd2443df3a60ea611defb1da7152399c56d483e1d?s=96&d=mm&r=g","caption":"Philippe Jean Poirier"},"description":"Philippe Jean Poirier est un journaliste qui se passionne pour les mots, l\u2019\u00e9criture, la recherche, la collecte de t\u00e9moignages, les tendances soci\u00e9tales et les raisons souterraines qui alimentent l\u2019actualit\u00e9. Email: pj_poirier@isarta.com","url":"https:\/\/isarta.fr\/infos\/author\/philippe-jean-poirier\/"}]}},"_links":{"self":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts\/60627","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/users\/64"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/comments?post=60627"}],"version-history":[{"count":2,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts\/60627\/revisions"}],"predecessor-version":[{"id":60672,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts\/60627\/revisions\/60672"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/media\/60628"}],"wp:attachment":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/media?parent=60627"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/categories?post=60627"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/tags?post=60627"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}