{"id":50,"date":"2018-03-12T11:58:53","date_gmt":"2018-03-12T10:58:53","guid":{"rendered":"http:\/\/corradomanenti.it\/?p=50"},"modified":"2024-09-03T10:11:39","modified_gmt":"2024-09-03T10:11:39","slug":"lutilisation-dinfluenceurs-peut-influencer-negativement-la-perception-de-la-marque","status":"publish","type":"post","link":"https:\/\/www.corradomanenti.it\/fr\/luso-di-influencer-puo-influenzare-negativamente-la-percezione-del-brand\/","title":{"rendered":"L'utilisation d'influenceurs peut-elle avoir une influence n\u00e9gative sur la perception de la marque ?"},"content":{"rendered":"<pre class=\"wp-block-preformatted\">Gianluca Vacchi pour F**K Project et Vittorio Sgarbi pour Sartoria Tramarossa\n<\/pre>\n\n\n\n<!--more-->\n\n\n\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/ZA4HR692WOY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<p>Une r\u00e9cente \u00e9tude britannique a montr\u00e9 que le marketing d'influence affecte n\u00e9gativement la perception des marques.<\/p>\n\n\n\n<p>Pas moins de 44% des personnes interrog\u00e9es ont exprim\u00e9 des avis tr\u00e8s partag\u00e9s sur la relation entre la marque et l'influenceur et sur le fait qu'elle peut m\u00eame nuire \u00e0 la perception de l'entreprise et du produit final.<\/p>\n\n\n\n<p>Traiter avec un soi-disant influenceur ou une c\u00e9l\u00e9brit\u00e9 peut engendrer d'innombrables d\u00e9sagr\u00e9ments. Et ces derniers mois, des cas assez flagrants sont apparus.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Apr\u00e8s tout, il s'agit de personnes charg\u00e9es d'incarner l'essence de notre marque dans leur mode de vie.<\/p>\n\n\n\n<p>Les avantages \u00e9motionnels li\u00e9s \u00e0 l'achat de nos produits.<\/p>\n\n\n\n<p>Ils nous font voir le c\u00f4t\u00e9 \u00e9motionnel, ils cr\u00e9ent le \"r\u00eave\" autour de notre produit.<\/p>\n\n\n\n<p>Comme je le dis souvent avec ma devise, vous devez \u00eatre \"ambitieux\", sinon les gens ne vous ach\u00e8teront pas.<\/p>\n\n\n\n<p>Mais apr\u00e8s tout, m\u00eame les influenceurs restent des \u00eatres humains avec leurs forces et leurs faiblesses.<\/p>\n\n\n\n<p>Vous souvenez-vous de Gianluca Vacchi ? Qui ? Probablement pas, c'est bien l\u00e0 le probl\u00e8me !<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" alt=\"0?e=2120054400&amp;v=alpha&amp;t=M OnNXsBvcSqWz3I0OYH2r N1cGS4wJZ3ZrUlr3WNyw\" title=\"L&#039;utilisation d&#039;influenceurs peut-elle avoir une influence n\u00e9gative sur la perception de la marque ?\"><\/figure>\n\n\n\n<div class=\"slate-resizable-image-embed slate-image-embed__resize-middle\"><\/div>\n\n\n\n<p>L'\u00e9t\u00e9 dernier, le sujet en question \u00e9tait un t\u00e9moignage pour EFFE K, une marque de maillots de bain bien connue et toujours provocante.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" alt=\"0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48 KQLw2jAdlA\" title=\"L&#039;utilisation d&#039;influenceurs peut-elle avoir une influence n\u00e9gative sur la perception de la marque ?\"><\/figure>\n\n\n\n<div class=\"slate-resizable-image-embed\"><\/div>\n\n\n\n<p>Certes, provoquer et susciter la controverse a toujours \u00e9t\u00e9 une arme pour attirer l'attention sur sa marque et faire parler d'elle, mais c'est une arme \u00e0 double tranchant. Il suffit de penser au grand scandale qui l'a impliqu\u00e9 quelques mois plus tard.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Un probl\u00e8me bien connu de la publicit\u00e9 d'image contemporaine est le d\u00e9sir de devenir \"viral\" et de \"faire parler de soi\" \u00e0 tout prix. L'exploitation r\u00e9flexe d'un bassin (h\u00e9t\u00e9rog\u00e8ne et mal profil\u00e9) d'adeptes de c\u00e9l\u00e9brit\u00e9s permet de pallier les lacunes \u00e9videntes des strat\u00e9gies de marketing. On en oublie alors l'essentiel :&nbsp;<strong>Toute forme de publicit\u00e9 doit n\u00e9cessairement v\u00e9hiculer un message qui renforce le positionnement de la marque<\/strong>tout comme l'utilisation d'un t\u00e9moignage ou d'un influenceur doit \u00eatre utilis\u00e9e avec prudence et surtout avec coh\u00e9rence.<\/p>\n<\/blockquote>\n\n\n\n<p>Et avouons-le ! Sgarbi dans un jean qu'on n'a jamais vu \ud83d\ude09<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>https:\/\/www.youtube.com\/watch?v=FNI9-nErbJA&amp;t=3s<\/li>\n\n\n\n<li>https:\/\/www.prweek.com\/article\/1457215\/influencer-marketing-damages-publics-perception-brands-survey-finds#E2GRueljDCzrLt38.99<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Gianluca Vacchi pour F**K Project et Vittorio Sgarbi pour Sartoria Tramarossa<\/p>","protected":false},"author":6,"featured_media":5611,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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negativamente la percezione dei brand.\n\nBen 44% degli intervistati ha infatti espresso pareri molto contrastanti sulle modalit\u00e0 con cui il brand e gli infuencer si relazionano e come addirittura possa essere dannoso per la percezione della societ\u00e0 e del\u00a0prodotto finale.\n\nAvere a che fare con un\u00a0cosiddetto\u00a0influencer o Celebrities pu\u00f2 creare innumerevoli inconvenienti. E in questi\u00a0mesi sono emersi casi\u00a0piuttosto\u00a0ecclatanti.\n\n<!--more-->\n\nDopotutto stiamo parlando di persone che sono incaricate di mostrare nel loro stile di vita l\u2019essenza del nostro brand.\n\nI benefici\u00a0emotivi che derivano dall\u2019acquisto dei nostri prodotti.\n\nCi fanno vedere il lato emozionale, creano il\u00a0\u201csogno\u201dattorno al nostro prodotto.\n\nCome dico spesso con il mio motto devi essere\u00a0\u201caspirazionale\u201d altrimenti la gente non ti comprer\u00e0.\n\nMa dopotutto anche gli influencer restano pure sempre esseri umani con tuti i loro pregi e difetti.\n\nVe lo ricordate Gianluca Vacchi? Chi?Probabilmente no, \u00e8 questo il problema!\n<div class=\"slate-resizable-image-embed slate-image-embed__resize-middle\"><img src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" data-media-urn=\"urn:li:digitalmediaAsset:C5612AQEzqPSNA6bMAA\" data-li-src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" \/><\/div>\nIl soggetto in questione la scorsa estate \u00e8 stato\u00a0testimonial di EFFE K noto marchio di costumi da sempre provocatorio.\n<div class=\"slate-resizable-image-embed\"><img src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" data-media-urn=\"urn:li:digitalmediaAsset:C5612AQH21Jsc4To9uw\" data-li-src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" \/><\/div>\nCerto provocare e generare controversie sono da sempre un arma per generare attenzione sul proprio marchio e far parlare di se, un arma per\u00f2 a doppio taglio. Basti pensare al grande scandalo che pochi mesi dopo lo coinvolse.\n<blockquote>Problema ben noto della pubblicit\u00e0 d'immagine contemporanea \u00e8 il voler diventare a tutti i costi \"virale\" e \"che se ne parli\" , sfruttare di riflesso un bacino (eterogeneo e mal profilato) di follower di personaggi famosi per fronteggiare evidenti lacune nelle strategie di marketing.\u00a0Ci si dimentica poi delle basi:\u00a0<strong>Qualsiasi forma di advertising deve necessariamente veicolare un messaggio che rafforzi il posizionamento del brand<\/strong>, cos\u00ec come l'uso di un testimonial o influencer deve essere usato con cautela e sopratutto con coerenza.<\/blockquote>\nE diciamocelo! 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