April 2012
Intermediate to advanced
282 pages
7h 28m
French
Content preview from Le marketing digitalChapitre 4
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Chapitre 4 
Penser en termes de « plate-forme »
Le média digital fait dorénavant partie du quotidien de la majorité des individus. Les réflexes marketing et publicitaires ont traditionnellement été tournés vers la diffusion (le « push ») de produits ou de services, d’histoires de marques et de messages au plus grand nombre. Ce sont d’ailleurs ces premiers réflexes qui sont abordés dans la partie 3, où nous parlerons de clics, de génération de trafic et de conversion à propos d’une cible très qualifiée.
Le e-marketeur est en fait acteur d’une mutation profonde des réflexes de communication, mutation tournée non plus vers un média de masse, mais ...
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