Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

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Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

Article de catégorie 2: Kim, A., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal Of Business Research, 65(10), 1480-1486, http://dx.doi.org/10.1016/j.jbusres.2011.10.014

Mots clés: Luxury brands, perceived social media marketing (SMM), activities, value equity, brand equity, customer equity, purchase intention

  • Dans un premier temps, les auteurs cherchent  à mettre en perspective l’intérêt croissant que portent les marques luxe, dans l’industrie de la mode, à l’utilisation du “social media marketing” (appelé également SMM). Cette étude a pour but principal de permettre aux marques du secteur du luxe de comprendre plus rapidement les comportements d’achat de leur clientèle et d’orienter la gestion de leur stratégie de media sociaux.

Développement :

Les auteurs cherchent d’abord à identifier les effets d’une stratégie de social media marketing sur une entreprise. Ils définissent les SMM comme étant des applications en ligne, des plates-formes et des médias visant à faciliter les interactions, les collaborations et le partage du contenu. Les messages et les interactions avec les consommateurs s’accordent avec les médias, les événements, les divertissements, les services retail et les services numériques via les médias sociaux, il est possible d’effectuer des activités de marketing intégrées avec beaucoup moins d’efforts et de coûts qu’auparavant.
Cependant, Les médias sociaux peuvent avoir un impact dramatique sur la réputation d’une marque. L’information étant diffusée de manière immédiate et globale, les entreprises et les marques doivent maintenant tenir compte de la valeur de leur clients et de l’influence des médias sociaux.

Dans un second temps, les auteurs évoque l’application des SMM au secteur du luxe, et plus particulièrement dans l’industrie de la mode.  Le développement technologique profite au monde de la mode en attirant les clients afin qu’ils interagissent avec les marques. Au début, la plupart des marques étaient quelque peu réticentes à utiliser ces média sociaux; Cependant, beaucoup de Maisons de luxe ont considéré cette technologie comme une opportunité plutôt qu’une menace. Contrairement aux premières prédictions, les médias sociaux n’agissent pas toujours contre la réputation des marques.

Enfin les auteurs abordent la valeur ajoutée croissante des consommateurs dans ce contexte de digitalisation et d’essor des média sociaux: la valeur qu’un client apporte à une entreprise ne se limite pas au profit de chaque transaction, mais le bénéfice total que le client peut fournir pendant la durée de la relation avec l’entreprise

Conclusion :

L’étude a présente donc les bénéfices de l’utilisation du social media marketing par marques de mode de luxe sur le capital client et l’intention d’achat. Les activités SMM perçues par les consommateurs sont significativement efficaces pour les bénéfices futurs des marques de mode de luxe. Les auteurs mettent cependant en garde les marques de luxe au sujet du contrôle parfois très compliqué des média sociaux.

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Measuring Consumers’ Engagement With Brand-Related Social-Media Content

Link

Measuring Consumers’ Engagement With Brand-Related Social-Media Content Development and Validation of a Scale that Identifes Levels of Social-Media Engagement with Brands

Article de catégorie 3: Schivinski, B., Christodoulides, G., Dabrowski, D. (2016). Measuring Consumers’ Engagement With Brand-Related Social-Media Content. Journal of Advertising Research, 56(1).

Mots clés: consumers’ engagement, social media, brand, content, brand-related activities, behavior, creation

  • Idée principale:  Comment mesurer l’engagement des consommateurs face à un contenu social-média, lié à une marque particulière.

Développement:

Les sites de réseaux sociaux tels que Facebook, YouTube et Twitter sont devenus de plus en plus importants dans la vie des consommateurs et dans leurs habitudes de communication. Avec les consommateurs qui s’engagent profondément dans les médias sociaux, une part croissante de la communication se produit au sein de ces nouveaux environnements. Contrairement aux sites Web plutôt statiques, la nature interactive des médias sociaux a finalement changé la façon dont les consommateurs s’engagent avec les marques.

Les auteurs démontrent également que la création de contenu par les utilisateurs est un atout majeur pour les marques. Les consommateurs ont réellement la volonté de s’engager en tant que co-créateurs et reçoivent ce contenu de façon généralement positive.

Le raisonnement des auteurs montre que l’utilisation d’un contenu social média lié a une marque particulière peut avoir des effets sur les variables mesurables de résultat telles que:
• l’extension de la marque
• l’intention d’achat
• le premium price

 

Conclusion :

En produisant continuellement des contenus adaptés, cela devrait inciter les consommateurs à s’engager davantage en commentant, “aimant”, et même en partageant le contenu lié à la marque. En s’engageant dans la dimension contributive, les marques se rapprochent de leurs consommateurs en instaurant un climat de confiance leur permettant de successivement créer du contenu, que ce soit par le biais de messages, de critiques ou encore de recommandations.

En supposant que les perceptions des consommateurs sur la communication entre les médias sociaux diffèrent selon les industries, les chercheurs pourraient également mettre en œuvre d’explorer des profils de similitudes et de différences dans la consommation, la contribution et la création de contenu social-média.

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Understanding Customer Experience Throughout the Customer Journey

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Lemon, K et Verhoef, P (2016) Understanding Customer Experience Throughout the Customer Journey, Journal of Marketing, 80, 69-96

Mots clés: Customer experience, customer journey, marketing strategy, customer experience management, touch points  

Idée dominante 

L’auteur essaie d’expliquer l’expérience client en donnant les clés de compréhension de définitions antérieures et des éléments de contribution de cette expérience client.

Résumé 

L’expérience client a changé totalement et s’est complexifiée car nous rentrons en contact avec les marques par de nombreux moyens aujourd’hui. La customer journey est elle aussi plus complexe. (Lemon, K et Verhoef, P, 2016).

Il cite Pine et Gilmore, qui pensent que les « expériences » ont différentes des produits et services, quand un consommateur recherche de l’expérience c’est pour « passer du temps à apprécier une série de moments mémorables qu’une compagnie met en scène pour l’engager de manière personnelle” (Pine et Gilmore, 1998).

De récentes recherches définissent l’expérience client englobant tous les aspects de l’offre : la qualité du service consommateur, mais aussi de la publicité, le packaging, les caractéristiques du produit ou service, de la facilité d’emploi et de la fiabilité (Meyer et Schwager, 2007).

Différentes contributions importent l’expérience client, trois sont à retenir (Philip Kotler, 1967 ; John Howard et Jagdish Sheth, 1969) :

-> Satisfaction and loyalty : un facteur clé pour comprendre et gérer l’expérience client est l’habilité à mesurer et surveiller les réactions des clients à l’offre, spécialement les attitudes et perceptions. Des études ont fortement évalué et confirmé les effets de la satisfaction sur le comportement client et sur la performance de l’entreprise. Focused on process outcomes (e.g., Anderson, Fornell, and Mazvancheryl 2004; Bolton and Drew 1991; Gupta and Zeithaml 2006).

-> Customer relationship management : CRM se concentre sur l’optimisation de la profitabilité des clients et sur la valeur vie client. Research focused on process, behaviour and resulting value (e.g., Kumar and Reinartz 2006; Reinartz, Krafft, and Hoyer 2004).

-> Customer centricity and customer focus : stratégie d’alignement des produits et services d’une entreprise par rapport aux besoins de ses clients ayant le plus de valeur pour elle, pour maximiser la valeur financière de ces clients sur le long terme. Deux outils majeurs aident : les personas et la perspective ‘job-to-be-done ». Focused on internal organizational aspects of customer experience (Fader, 2012).

Une recherche antérieure a démontré les résultats de l’expérience client qui sont la satisfaction client, la fidélité, le bouche à oreille, la profitabilité de client et la CLV (e.g., Bolton 1998 ; Bolton, Lemon, and Verhoef, 2004 ; Verhoef, 2003). Concernant la satisfaction peut être l’un des composants de l’expérience client, en se basant sur les evaluations cognitives du client sur son experience.

L’expérience client peut s’établir en 3 phases : préachat, achat, postachat.

Un moyen d’étude de l’expérience client est la comprehension du parcours client, en cartographiant et en analysant ce parcours, en comprenant les points de contacts tout au long du parcours qui permettent de facilité le dessin de l’expérience, ainsi que comment le mobile influence cette expérience.

Il faut aussi comprendre les options et choix qui s’offrent au client à chaque point de contact.

Service blueprinting : service se basant sur une approche focalisé sur le client pour l’innovation et l’amélioration du service. Le service blueprinting fournit un bon départ pour établir la cartographie du parcours client. L’analyse du parcours client doit comprendre et cartographier le parcours du point de vue du consommateur (Bitner et al., 2008).

Multichannel perspective : Cette méthode prend en considération le comportement quant au choix de la chaîne et offre les clés d’analyse, de gestion et d’influence du parcours client. il inclue des paramètres socio-psychographiques, les avantages et couts perçus, les influences sociales et les instruments du marketing mix, et les comportement des achats passés : utilisation des sondages pour cette analyse (e.g., Ansari, Mela, and Neslin 2008; Bilgicer et al. 2015; Melis et al. 2015).

Note d’intérêt pour la recherche en cours 

Cet article me donne les clés de compréhension de l’expérience client, de ses conséquences, telles que la satisfaction et me permet de savoir par quelles méthodes l’analyser.

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The big opportunity in Big Data

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Strong, C (2016) The big opportunity in Big Data, International Journal of Market Research, 58, 499-501

Mots clés: Big Data, psychologie, marketing 

 

Idée dominante 

 

La donnée « big data » marque une phase importante dans l’histoire de la compréhension de l’être humain.

 

Résumé 

1) La volonté de comprendre l’être humain

L’auteur nous rappelle que chercher à comprendre les êtres humains en profondeur a aujourd’hui 1000 ans. Mais aujourd’hui nous avons de nouveaux outils pour établir des méthodes de compréhension. Et notamment grace aux données. Nous passons la plupart de notre temps en ligne ou nous laissons des données sur nos habitudes, attitudes de façon constante.

      2) La mise en application de la data au sein des entreprises

La donnée chamboule le marketing et l’expérience client. Capgemini en est un exemple pour laquelle la performance a augmenter de presque 50% en quelques années.

La mauvaise utilisation de la data reste un enjeu majeur car plus de la moitié des projets échouent dès le début. Il faut chercher la donnée au bon endroit qui permet de comprendre l’aspect psychologique au delà du comportement.

      3) La data au delà des attitudes

Il est de plus en plus évident que la data ne nous dit pas seulement ce qu’il fait mais aussi ce qu’il pense. Il prend l’exemple d’une étude menée par Microsoft et l’université de Cambridge, démontrant à quel point nos vies privées sont révélées, comme les Likes Facebook.

Note d’intérêt pour la recherche en cours 

Cet article me permet de voir l’importance de la donnée dans l’environnement marketing actuel et les perspectives que cela peut apporter. Il montre aussi qu’il faut aller plus loin dans le choix des données à extraire, et ne pas s’arrêter aux simples actions des consommateurs mais bien d’essayer de cerner leur psychologie et leurs pensées à travers ces actes.

Références bibliographiques

 

Falk, R (1981) The perception of randomness. Proceedings, Fifth International Conference for the Psychology of Mathematics Education. Grenoble, France.

Wagenaar, W.A. (1972) Generation of random sequences by human subjects: a critical survey of literature. Psychological Bulletin, 77, pp. 65-72.

Past, present and future: music economics at the crossroads

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Cameron, S. (2016) Past, present and future: music economics at the crossroads, Journal of Cultural Economics, 40, 1-12

Mots clés: Crowdfunding, environment, file-sharing, band

Idée dominante 

L’auteur met en avant l’impact positif des technologies digitales sur la consommation de musique et met en avant ce qu’apporte la production participative musicale.

Résumé 

 

 Les nouvelles technologies

 

Samuel Cameron parle de précédents essais sur la prédiction du succès dans le secteur musical utilisant la donnée des charts positions (charts de singles et albums du billboard (US principalement) ou de récompenses de disques d’or. L’identification de facteurs individuels dans le succès d’artistes d’une manière adéquate pour des tests économétrique est un problème majeur. L’auteur met en avant le fait que ces essais ayant utilisé le ton ou le tempo n’ont pas été pertinents et qu’il existe un problème de censure dans ces charts. En effet, ces charts représentent la part la plus élevée de la distribution de musique. Il existe donc un manque de comparaison avec des musiques n’ayant pas eu du succès.

 

Il cite des artistes qui ne se préoccupent pas de la gratuité actuelle de la musique car ils ont d’autres revenus (Cameron, 2016). Une étude menée dans une université américaine montre aussi que le streaming gratuit ne réduit pas les revenus des ventes de CD et que, de plus, il a un impact positif sur la consommation de musique live (Chiang et Assane, 2007).

 

Le secteur événementiel et particulièrement les festivals se sont rapidement développés avec la venue du digital et de l’Internet (promotion moins cher notamment). Deuxièmement, il existe un facteur économique et plus précisément de revenu (Cameron, 2015). Les consommateurs de musique de manière illégal économisent pour aller voir les artistes en concert.

L’augmentation de la demande pour la musique live a été démontré dans des rapports marketing sur la flottabilité du marché des festivals de musique durant les phases de recession majeur (Larsen et Hussels, 2011). Une étude américaine de Mortimer montre parfaitement ce phénomène, avec une symétrie entre l’augmentation du nombre de concerts et la baisse des ventes d’albums de 2000 à 2003 (Mortimer et al, 2012).

La production participative

 

Le crowdfunding (financement participatif) est aussi un des bénéfices que l’on connait grâce à la digitalisation. Ce modèle donne plus de pouvoir de décision aux gens selon ce qu’ils aiment et les musiciens sont enclins à prôner ce modèle de financement « cool » car il les met en contact direct avec leurs fans. Les aspects négatifs ont des implications morales et financières (Micro Mart, 2015). Les arnaques et les fraudes sont un possible problème, si les gens donnant des fonds ne sont pas bien placés pour déterminer si un projet est authentique. Un autre aspect négatif est issu du fait qu’il y a une perte de ressources non négligeable et des efforts non perceptibles si l’on ne parvient pas à atteindre la cible prévue.

 

Après avoir énoncé ces aspects négatifs, l’auteur essaie de montrer les facteurs clés d’une campagne de financement participatif réussie. Il met en avant une étude menée au Brésil, analysant des données de distance entre les participants à la campagne et les artistes (Mendes-da-Silva et al., 2016). Plus la proximité géographique était importante pour il y avait de grosses donations. Ceci montre qu’il y a un degré de localisation dans le financement.

 

Note d’intérêt pour la recherche en cours 

 

Cet article me permet de voir que le marché musical a, malgré ce qui a été dit, bénéficié du streaming et notamment de la gratuité du contenu. Cette accessibilité a permis une augmentation de l’offre musicale et a permis une augmentation de la fréquentation des concerts et festivals. Ceci me permet de réfléchir sur les stratégies possibles afin de satisfaire cette demande croissante. Il me permet aussi de mettre en avant l’utilisation de la donnée pour prévoir des succès musicaux, ainsi que dans l’aspect du financement participatif, il y a un impact entre la localisation de la cible et les fonds reversés.

 

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Big Data and Policy Issues

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Référence

Lee, K. (., James, J. P., Mingyue, Z., Chester, J., & Williams, J. D. (2016). « Big Data and Policy Issues ». AMA Marketing & Public Policy Academic Conference Proceedings, Vol. 26, p83-87. 5p.

Idée / dominante

La croissance du e-commerce et l’omniprésence de l’internet augmente le nombre de données collectaient par les entreprises de manière à pouvoir proposer des offres personnalisées

Résumé

Le marketing est ce qui va influencer le client jusque l’acte d’achat. L’apparition du smartphone a offert de nouvelles opportunités pour les consommateurs. Ils peuvent acheter plus rapidement et où qu’ils soient. Les internautes sont également de plus en plus présents sur les réseaux sociaux, donnant accès à davantage d’information sur eux. La personnalisation de l’offre en fonction du profil du client, apparait donc comme une véritable innovation technologique. Avec la mise en place de ses nouvelles technologies les marqueteurs vont donc chercher à s’intéresser aux segments de consommateurs les plus vulnérables, ceux qui sont dépendant de leur smartphone. Mais le fait de cibler ces personnes vulnérables peut aussi être vu comme déloyal. Avec l’arrivé des nouvelles

technologies et la dépendance des utilisateurs via des moteurs de recherche est de plus en plus forte. Les spécialistes ont donc davantage de possibilités d’accéder à des informations privées des utilisateurs et ont davantage quand à l’historique d’achat des clients pour pouvoir faire ensuite des recommandations d’achat personnalisée.

L’internet est devenu omniprésent, et cela via le développement des nouvelles technologies. Il y a donc une collecte d’information beaucoup plus importante. La question de la confidentialité des données se pose alors. La protection de la vie privé est le droit pour chaque individu de pouvoir rester seul et de contrôler la divulgation de ses informations personnelles. Or les entreprises sont de plus en plus à la recherche d’informations personnelles pour mettre en place un « ciblage comportemental ». Elles disposent maintenant de base de données consommateurs. La question est maintenant de savoir comment se sont-elles procurées ces informations. Il est donc de plus en plus nécessaire de mettre en place une législation sur internet pour protéger la vie privée des utilisateurs. C’est le cas avec le « droit à l’oubli » depuis 2014 qui autorise les utilisateurs à demander la suppression de leur données personnelles aux différents moteur de recherche. La Federal Trade Commission a pour objectif de protéger les différents utilisateurs. Cette organisation attache une importance particulière à la protection de la divulgation de données privées sur les enfants. Contrairement aux adultes qui auront tendances à prendre davantage de recul avant de passer à l’acte d’achat les enfants sont plus enclin aux achats compulsifs.

Note d’intérêt pour la recherche en cours

Cet article me permet de voir que la nouvelle loi sur la « vie privé » se veut encadrer les minorités qui sont généralement visé par les pratiques de marketing numérique. Il est également important de pouvoir encadrer cette collecte.

Challenging Big Data Preconceptions: New Ways of Thinking About Data and Integrated Marketing Communication

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Référence:

Post, R., & Edmiston, D. (2014). « Challenging Big Data Preconceptions: New Ways of Thinking About Data and Integrated Marketing Communication ». International Journal Of Integrated Marketing Communications,Vol. 6 Issue 1, p18-24. 7p

Idée / Dominante:

Le big data est une opportunité pour toutes les entreprises et particulièrement pour le service du marketing à certaine conditions.

Résumé:

Le big data c’est un grand volume d’information, d’une grande variété, qui circule à grande vitesse. Le big data est rendu accessible grâce à la datafication ainsi que la digitalisation qui a permis le stockage de ses données numérique.
Avec l’apparition des smartphone et donc l’accès à internet en tout lieu et à tout moment le flux d’information à augmenter de prêt de 70% en 2012. La collecte de données mobile a ainsi permis le développement des données de localisation. En combinant ces deux types de données les spécialistes du marketing ont alors pu davantage cibler leurs campagnes publicitaires en fonction du type de client ainsi que de l’endroit ou il se trouve de manière à augmenter la conversion.

Avec cette corrélation d’information les analyses ne portent plus sur un échantillonnage mais sur des populations entières. Il y a une augmentation spectaculaire de l’utilisation des données. Toutefois le véritable avantage concurrentiel ne réside pas dans la quantité mais plus dans l’exploitation et l’interprétation de celles-ci.

Deux types d’analyses émergent avec le big data

– prédictive

-préventive

Toutefois même si les informations extraites par le service marketing concernant le client demeurent utile pour la prise décision, le partage de ces informations avec l’ensemble de l’entreprise est essentiel pour en tirer des modèles précis et efficaces. Il doit exister des canaux entre les différents services(finance, supply, retail) pour pouvoir ensuite exploiter au mieux et de manière précise les données
Le Big data à donc un effet significatif sur le marketing. Le challenge pour les marketeurs est donc d’exploiter la vrai valeur de la data pour comprendre précisément le comportement du consommateur. Mais pour être efficace, les entreprises doivent éliminer les silos et avoir une approche organisationnelle. Cela leur permettra d’avoir des données efficaces et utiles concernant leurs consommateurs et proposer des produits et services répondant parfaitement à leurs attentes.

Note d’intérêt pour la recherche en cours:
Cet article me permet d’attester que le Big data a une réelle influence positive sur l’entreprise et plus précisément concernant le secteur du marketing. A condition qu’elle mette en place les moyen et l’organisation pour en profiter.

Dévoilement de données personnelles et contreparties attendues en e- commerce : une approche typologique et interculturelle

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Référence

Caroline L M, (2010) « Dévoilement de données personnelles et contreparties attendues en e- commerce : une approche typologique et interculturelle », Systèmes d’information & management, (Volume 15), p. 45-91. 52p.

Idée / dominante

Cet article met en lumière la nécessité d’une législation pour protéger la vie privé des internautes mais qui soit adaptés aux besoin de chacun

Résumé

La notion d’anonymat est en train de disparaitre avec l’apparition de toutes les technologies qui permettent une traçabilité de l’information , entrainant un sentiment de méfiance auprès d’un plus grand nombre de personnes. Mais paradoxalement le nombre de personnes sur les réseaux sociaux augmentent et ce pour partager du contenu sur leur vie privé. La question est donc de savoir si les personnes ont la même envie de protéger leur vie privé. La notion de vie privé (privacy) est vu comme le contrôle sur l’information propre à chacun, « le droit de protéger ses données personnelles et de contrôler la collecte et l’utilisation future de celles-ci ». Or sur internet cette éthique n’est pas forcément respectée. Les entreprises devraient prendre en considération les inquiétudes de leur clients en récupérant les données utilisateur de manière tout à fait légitime puisque les données clients représentent pour elles une véritable valeur. Selon des études (Culnan and Armstrong 1999) les consommateurs en majorité sont prêt à fournir des données personnelles si en retour ils y trouvent un avantage. le niveau de préoccupation face à l’utilisation de données personnelles par les entreprises des utilisateurs a donc amener à une classification de ceux-ci en trois groupes

  • –  Les « fondamentalistes »: Ils considèrent qu’il y a un manque de contrôle par rapport aux données privée et que les entreprises utilisent ces données avec abus.
  • –  Les « non préoccupés »: Ils ont confiance en les entreprises
  • –  Les « pragmatiques »: Ils sont majoritaires. Comme la définition le veut ils recherchent leur

    intérêt avant de s’engager, ils analysent les « bénéfices proposées en échanges des bénéfices encourus »? ce sont ceux qui sont les plus facile à convaincre.
    Ces études ont du pu mettre en lumière la différence de préoccupations entre les utilisateurs concernant l’utilisation de leur données privées. Toutefois cette collecte de données par l’entreprise a pour but de pouvoir répondre précisément au besoin du client en personnalisant l’offre ainsi que de la relation. En effet cette personnalisation de l’offre est importante pour le client qui veut être traité en « client unique ». le but pour chaque entreprise c’est de pouvoir prolonger la relation privilégié avec chacun de leurs client en apprenant à mieux les connaitre. Et c’et en cela que l’entreprise pousse le consommateur à lui fournir des informations sur lui. Il pourrait donc être question pour les entreprises de demander dans un premier temps lors du premier contact avec le client des informations « strictement nécessaires » et élargir ensuite la demande en fonction de l’avancé de la relation.

    Note d’intérêt pour la recherche en cours

    Certes il est important de mettre en place une législation pour protéger ceux qui le veulent. Mais cette législation doit s’adapter aux attentes de chaque individu. Puisque cette crainte ne concerne en fait qu’une partie de la population.