{"id":102,"date":"2021-06-10T18:01:00","date_gmt":"2023-09-07T18:01:11","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=102"},"modified":"2023-10-25T01:27:54","modified_gmt":"2023-10-25T01:27:54","slug":"comment-adapter-marketing-client-generation-z","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/comment-adapter-marketing-client-generation-z\/","title":{"rendered":"Comment adapter votre marketing aux attentes de la g\u00e9n\u00e9ration Z ?"},"content":{"rendered":"\n

N\u00e9s entre la fin des ann\u00e9e 1990 et celle des ann\u00e9es 2000, biberonn\u00e9s \u00e0 l\u2019internet avec un smartphone comme hochet et les r\u00e9seaux sociaux comme cour de r\u00e9cr\u00e9ation, les jeunes de la g\u00e9n\u00e9ration Z sont d\u2019une \u00e9tonnante maturit\u00e9 digitale. Qu\u2019en est-il de leurs habitudes de consommation ? Radicalement diff\u00e9rente de celles de leurs a\u00een\u00e9s. Surinform\u00e9s, exigeants et tr\u00e8s \u00e0 l\u2019aise dans l\u2019utilisation des nouvelles technologies, les \u00ab Z \u00bb sont plus difficiles \u00e0 atteindre et \u00e0 convertir en acheteurs. Comment am\u00e9liorer la strat\u00e9gie digitale de votre entreprise pour les s\u00e9duire ?<\/b><\/p>\n\n\n\n

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Focus sur le client connect\u00e9<\/h2>\n\t\t\t\t\t\t\t

Quelles sont les attentes des clients ? Comment les entreprises peuvent-elles mettre en \u0153uvre l\u2019IA de confiance ?<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tJe d\u00e9couvre les attentes des clients<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\"Focus\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

Les apparences sont trompeuses. On aurait imagin\u00e9 la g\u00e9n\u00e9ration Z technophile \u00e0 souhait, ne jurant que par l\u2019e-commerce et la livraison \u00e0 domicile. La r\u00e9alit\u00e9 est bien plus subtile. Saviez-vous par exemple que les \u00ab Z \u00bb sont plus prompts \u00e0 acheter en magasin physique que leurs a\u00een\u00e9s de la g\u00e9n\u00e9ration Y<\/a> ? Une tendance qui n\u2019a cependant rien \u00e0 voir avec un go\u00fbt particulier pour le vintage : s\u2019ils vont en boutique, ce n\u2019est pas uniquement pour toucher le produit et v\u00e9rifier sa qualit\u00e9, c\u2019est aussi et surtout pour vivre une exp\u00e9rience de qualit\u00e9 autour d\u2019un \u00e9v\u00e9nement (tester une nouveaut\u00e9, d\u00e9couvrir une \u00e9dition limit\u00e9e ou un partenariat tendance, participer \u00e0 un atelier\u2026). Les rayonnages \u00e0 l\u2019ancienne, tr\u00e8s peu pour eux ! Dans le m\u00eame temps, on dit de cette g\u00e9n\u00e9ration qu\u2019elle est plus attentive sur les prix (un achat est un investissement) que les \u00ab Y \u00bb (sensibles \u00e0 l\u2019exp\u00e9rience globale d\u2019un achat), sans \u00eatre pour autant \u00e9conome. Ces nouveaux consommateurs font moins confiance aux marques (63 % des \u00ab Z \u00bb <\/a>versus 71 % des \u00ab Y \u00bb) mais accordent un fort cr\u00e9dit aux influenceurs \u2013 quand bien m\u00eame les marques les r\u00e9mun\u00e8rent. En effet, par rapport \u00e0 la g\u00e9n\u00e9ration de leurs parents et grands-parents, ils sont 14 fois plus susceptibles<\/a> de se tourner vers ces nouveaux leaders d\u2019opinion avant un achat. Que de paradoxes ! C\u00f4t\u00e9 marques, ils attendent de l\u2019authenticit\u00e9, de la transparence, de l\u2019\u00e9thique et un engagement sinc\u00e8re pour la protection de la plan\u00e8te. Et ils exigent des preuves : photos de pr\u00e9sentation garanties sans photoshop, preuves de l\u2019impact concret des entreprises en mati\u00e8re de RSE\u2026 N\u00e9s avec le digital et les fake news<\/i>, les \u00ab Z \u00bb sont peut-\u00eatre un peu plus m\u00e9fiants qu\u2019on ne le pense. Le digital, justement, est un terrain plus que familier pour les \u00ab Z \u00bb. Smartphone au poing, ils s\u2019informent, comparent, r\u00e9servent et ach\u00e8tent online de mani\u00e8re aussi naturelle qu\u2019en magasin. Ils sont 3,5 fois plus susceptibles<\/a> que les baby-boomers de faire des achats sur les points de vente \u00e9mergents (applications de messagerie, assistants vocaux\u2026). La notion de canal dispara\u00eet, le shopping omnicanal devient la norme. <\/p>\n\n\n\n

Construire et affiner sa strat\u00e9gie marketing digitale et commerciale pour cibler au mieux la g\u00e9n\u00e9ration Z <\/b><\/h3>\n\n\n\n

3 400 milliards dont 61 milliards en France<\/a> : c\u2019est l\u2019estimation du pouvoir d\u2019achat de la g\u00e9n\u00e9ration \u00ab Z \u00bb (selon une \u00e9tude du cabinet OC&C Strategy Consultants<\/a>) qui repr\u00e9sente 30 % de la population mondiale. Un march\u00e9 qu\u2019aucune marque ne saurait n\u00e9gliger. Au contraire, elles doivent au plus vite aligner leur discours et leur approche commerciale avec les attentes de ces consommateurs d\u2019un genre nouveau qui influencent, aussi, les consommateurs les plus \u00e2g\u00e9s.<\/p>\n\n\n\n

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Focus sur le e-commerce<\/h2>\n\t\t\t\t\t\t\t

Nous avons interrog\u00e9 plus de 4\u00a0000\u00a0cadres du e-commerce et analys\u00e9 les transactions de plus d’un milliard de consommateurs dans le monde, pour comprendre les mutations du e-commerce<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tD\u00e9couvrir les mutations<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\"State\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

Puisque la notion de canal n\u2019existe plus, l\u2019approche omnicanale<\/a> s\u2019impose d\u00e9sormais : un service client fluide entre site e-commerce, r\u00e9seaux sociaux et magasins physiques. Le client doit \u00eatre connu, reconnu et servi \u00e0 l\u2019identique quel que soit le point de contact. Le phygital \u2013 ou l\u2019art de marier le num\u00e9rique au commerce physique, est indispensable pour proposer une exp\u00e9rience enthousiasmante au visiteur, en m\u00ealant interactions humaines et digitales. Il convient de miser sur les atouts de chaque point de vente en jouant par exemple la carte du happening et l\u2019organisation d\u2019\u00e9v\u00e9nements \u00ab coup de poing \u00bb. N\u2019oubliez-pas que 51 % des consommateurs de la ge\u0301ne\u0301ration Z ont d\u00e9j\u00e0 fr\u00e9quent\u00e9 un magasin e\u0301phe\u0301me\u0300re et 42 % se sont rendus dans une boutique pour y vivre une exp\u00e9rience unique<\/a> (y vivre une exp\u00e9rience unique telle qu’une d\u00e9monstration). A ce propos, les \u00e9ditions limit\u00e9es et les produits personnalis\u00e9s agissent comme de v\u00e9ritables aimants \u00e0 clients. <\/p>\n\n\n\n

Les \u00ab Z \u00bb, comme les \u00ab Y \u00bb, veulent une relation directe et authentique avec leurs marques. Parlez-leur sur l\u2019ensemble des canaux o\u00f9 ils naviguent, \u00e0 commencer par les r\u00e9seaux sociaux en adoptant un style direct, franc, court. Et apportez de la valeur ajout\u00e9e \u00e0 chacune de vos interventions pour joindre l\u2019utile \u00e0 la connivence. Soyez \u00e0 l\u2019\u00e9coute, r\u00e9pondez rapidement \u00e0 leurs sollicitations : il est imp\u00e9ratif de garder le contact car le \u00ab Z \u00bb est volage et capable de changer de fournisseur \u00e0 la moindre d\u00e9ception. <\/p>\n\n\n\n

Contactez les influenceurs, nouez des partenariats avec eux car ils seront les premiers ambassadeurs de votre marque. Or une excellente notori\u00e9t\u00e9 permet de faire la diff\u00e9rence face \u00e0 la concurrence.<\/p>\n\n\n\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Plus difficile \u00e0 atteindre et \u00e0 convertir en acheteur, la G\u00e9n\u00e9ration Z conduit les marques \u00e0 adapter leur strat\u00e9gie marketing pour mieux les cibler.<\/p>\n","protected":false},"author":1,"featured_media":104,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[8,22,24,6],"sf_content_type":[],"blog":[296,297,357,374],"coauthors":[27],"class_list":["post-102","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-best-practices","sf_topic-digital-transformation","sf_topic-data-culture","sf_topic-marketing","blog-data-culture","blog-digital-transformation","blog-marketing","blog-best-practices"],"yoast_head":"\nG\u00e9n\u00e9ration Z et marketing : comment r\u00e9pondre \u00e0 leurs attentes \u2022 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