{"id":1458,"date":"2024-09-27T09:44:26","date_gmt":"2024-09-27T07:44:26","guid":{"rendered":"https:\/\/roselios.com\/?p=1458"},"modified":"2024-09-27T09:49:04","modified_gmt":"2024-09-27T07:49:04","slug":"brand-building-vs-sales-activation","status":"publish","type":"post","link":"https:\/\/roselios.com\/index.php\/2024\/09\/27\/brand-building-vs-sales-activation\/","title":{"rendered":"BRAND BUILDING VS SALES ACTIVATION"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1458\" class=\"elementor elementor-1458\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4083fd5 e-flex e-con-boxed e-con e-parent\" data-id=\"4083fd5\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-399c3cb elementor-widget elementor-widget-heading\" data-id=\"399c3cb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">BRAND BUILDING VS SALES ACTIVATION<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d1e9707 e-flex e-con-boxed e-con e-parent\" data-id=\"d1e9707\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f18dc60 elementor-widget elementor-widget-text-editor\" data-id=\"f18dc60\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p style=\"font-weight: 400;\">Dans le marketing, l\u2019\u00e9quilibre entre le\u00a0<strong>brand building<\/strong>\u00a0(construction de marque) et le\u00a0<strong>sales activation<\/strong>\u00a0(activation des ventes) est essentiel pour obtenir une croissance durable. Ces deux approches, bien que compl\u00e9mentaires, poursuivent des objectifs diff\u00e9rents sur des horizons temporels distincts. Comprendre comment les aligner efficacement est fondamental pour d\u00e9velopper \u00e0 la fois la notori\u00e9t\u00e9 \u00e0 long terme et g\u00e9n\u00e9rer des revenus \u00e0 court terme. Voici une analyse approfondie de ces deux piliers de la strat\u00e9gie marketing.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5734d1b e-flex e-con-boxed e-con e-parent\" data-id=\"5734d1b\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5f7cbc7 elementor-widget elementor-widget-image\" data-id=\"5f7cbc7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/roselios.com\/wp-content\/uploads\/elementor\/thumbs\/Design-sans-titre-132-quprb9wo82omzhc9o4smk6zl82bhw7iqrm3yh0kq34.png\" title=\"Design sans titre-132\" alt=\"Design sans titre-132\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-87301bb e-flex e-con-boxed e-con e-parent\" data-id=\"87301bb\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c9f5c83 elementor-align-left elementor-widget elementor-widget-post-info\" data-id=\"c9f5c83\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/roselios.com\/wp-content\/plugins\/elementor\/assets\/css\/widget-icon-list.min.css\"><link rel=\"stylesheet\" href=\"https:\/\/roselios.com\/wp-content\/plugins\/elementor-pro\/assets\/css\/widget-theme-elements.min.css?ver=1723686522\">\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-7f530f1 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/roselios.com\/index.php\/2024\/09\/27\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>septembre 27, 2024<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-6863c75 elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/roselios.com\/index.php\/author\/purple-peafowl-955965-hostingersite-com\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\troselios.com\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-16dfcc52 e-flex e-con-boxed e-con e-parent\" data-id=\"16dfcc52\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6cd7f562 elementor-widget elementor-widget-text-editor\" data-id=\"6cd7f562\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>\u00a0<\/p><p><span style=\"font-family: inherit; font-size: 1.75rem;\">La distinction entre Brand Building et Sales Activation<\/span><\/p><p style=\"font-weight: 400;\">Le\u00a0<strong>brand building<\/strong>\u00a0est une strat\u00e9gie \u00e0 long terme qui vise \u00e0 cr\u00e9er de la notori\u00e9t\u00e9, \u00e9tablir une connexion \u00e9motionnelle et construire une image positive pour une marque. Il s&rsquo;agit de fa\u00e7onner les perceptions et d&rsquo;assurer que la marque reste dans l&rsquo;esprit des consommateurs. Cela se r\u00e9alise g\u00e9n\u00e9ralement par des canaux \u00e0 large port\u00e9e, comme la publicit\u00e9 t\u00e9l\u00e9vis\u00e9e, l&rsquo;affichage publicitaire (out-of-home, OOH), et les vid\u00e9os en ligne. L&rsquo;objectif est de favoriser la reconnaissance de la marque et la fid\u00e9lit\u00e9, ce qui est crucial pour une croissance durable.<\/p><p style=\"font-weight: 400;\">\u00c0 l&rsquo;inverse, le\u00a0<strong>sales activation<\/strong>\u00a0est ax\u00e9 sur des r\u00e9sultats \u00e0 court terme. Il vise \u00e0 g\u00e9n\u00e9rer des ventes imm\u00e9diates en ciblant les consommateurs qui sont d\u00e9j\u00e0 pr\u00eats \u00e0 acheter. Cette approche utilise des messages plus rationnels et des appels \u00e0 l&rsquo;action directs, diffus\u00e9s via des canaux tr\u00e8s cibl\u00e9s comme la publicit\u00e9 payante (Google Ads), les campagnes d&#8217;emailing, ou encore le remarketing\u200b. Si le sales activation est indispensable pour capter la demande \u00e0 court terme, son impact tend \u00e0 \u00eatre temporaire.<\/p><p>\u00a0<\/p><h3>La r\u00e8gle des 60\/40<\/h3><p style=\"font-weight: 400;\">Un cadre populaire en marketing, introduit par Binet et Field, est la\u00a0<strong>r\u00e8gle des 60\/40<\/strong>. Ce principe sugg\u00e8re de consacrer environ 60 % du budget marketing \u00e0 la construction de marque et 40 % au sales activation. Ce ratio repose sur une observation simple : alors que le sales activation g\u00e9n\u00e8re des r\u00e9sultats rapides, le brand building assure la croissance \u00e0 long terme. Les tactiques \u00e0 court terme perdent en efficacit\u00e9 avec le temps, tandis qu\u2019une marque bien \u00e9tablie offre des avantages cumul\u00e9s, en augmentant notamment la part de march\u00e9 et la flexibilit\u00e9 des prix\u200b(<\/p><p style=\"font-weight: 400;\">Les grandes marques comme Coca-Cola ou Nike investissent lourdement dans le brand building, en utilisant des m\u00e9dias \u00e0 grande port\u00e9e tels que la t\u00e9l\u00e9vision et la publicit\u00e9 ext\u00e9rieure. \u00c0 l&rsquo;inverse, les petites entreprises, et en particulier les start-ups, privil\u00e9gient souvent le sales activation au d\u00e9but, car elles ont besoin de g\u00e9n\u00e9rer des revenus imm\u00e9diats. Cependant, \u00e0 mesure qu\u2019elles grandissent, il devient essentiel d&rsquo;adopter des strat\u00e9gies de brand building pour stimuler la demande future\u200b.<\/p><p>\u00a0<\/p><h3>Le choix des canaux<\/h3><p style=\"font-weight: 400;\">Les canaux utilis\u00e9s pour le\u00a0<strong>brand building<\/strong>\u00a0et le\u00a0<strong>sales activation<\/strong>\u00a0diff\u00e8rent souvent en fonction de l\u2019objectif. Les\u00a0<strong>canaux de construction de marque<\/strong>\u00a0ont une port\u00e9e plus large et permettent de cr\u00e9er des liens \u00e9motionnels, notamment :<\/p><ul style=\"font-weight: 400;\"><li>La publicit\u00e9 t\u00e9l\u00e9vis\u00e9e et radio<\/li><li>YouTube et les plateformes de vid\u00e9os en ligne<\/li><li>SEO et m\u00e9dias sociaux organiques<\/li><li>Relations publiques (RP) et marketing d\u2019influence\u200b(<\/li><\/ul><p style=\"font-weight: 400;\">Ces canaux sont essentiels pour \u00e9tablir des relations \u00e0 long terme avec les consommateurs.<\/p><p style=\"font-weight: 400;\">En revanche, les\u00a0<strong>canaux de sales activation<\/strong>\u00a0sont plus cibl\u00e9s et ax\u00e9s sur des conversions imm\u00e9diates. Parmi eux :<\/p><ul style=\"font-weight: 400;\"><li>La publicit\u00e9 PPC (paiement par clic)<\/li><li>Les campagnes d\u2019e-mailing et de remarketing<\/li><li>Le marketing d\u2019affiliation<\/li><\/ul><p style=\"font-weight: 400;\">Certains canaux, comme les r\u00e9seaux sociaux (Instagram, Facebook), peuvent servir les deux objectifs, selon leur utilisation.<\/p><p>\u00a0<\/p><h3>Entre cr\u00e9ativit\u00e9 et coh\u00e9rence<\/h3><p style=\"font-weight: 400;\">Un facteur cl\u00e9 pour maximiser \u00e0 la fois le\u00a0<strong>brand building<\/strong>\u00a0et le\u00a0<strong>sales activation<\/strong>\u00a0est la\u00a0<strong>cr\u00e9ativit\u00e9<\/strong>. Les campagnes les plus efficaces ne se contentent pas de diviser le budget entre ces deux strat\u00e9gies, elles int\u00e8grent des concepts cr\u00e9atifs qui r\u00e9sonnent \u00e0 la fois \u00e9motionnellement et rationnellement. Des publicit\u00e9s cr\u00e9atives renforcent non seulement la perception de la marque, mais stimulent \u00e9galement les ventes \u00e0 court terme\u200b.<\/p><p style=\"font-weight: 400;\">De plus, la\u00a0<strong>coh\u00e9rence<\/strong>\u00a0est cruciale dans toute strat\u00e9gie. Le message de la marque doit \u00eatre homog\u00e8ne sur tous les canaux, m\u00eame si les objectifs diff\u00e8rent. Une campagne promotionnelle ax\u00e9e sur le court terme peut mettre en avant des offres sp\u00e9ciales, mais elle doit toujours refl\u00e9ter les valeurs et l\u2019identit\u00e9 de la marque construites \u00e0 long terme\u200b.<\/p><p>L&rsquo;Impact de la Concurrence D\u00e9loyale sur les Acheteurs et les Commer\u00e7ants<\/p><p>La concurrence d\u00e9loyale, notamment la vente de contrefa\u00e7ons ou l&rsquo;absence de conformit\u00e9 l\u00e9gale, expose les acheteurs \u00e0 des risques : produits de mauvaise qualit\u00e9, s\u00e9curit\u00e9 des donn\u00e9es compromises, et services apr\u00e8s-vente d\u00e9faillants. Les commer\u00e7ants \u00e9thiques, qui investissent dans la qualit\u00e9 et la transparence, sont \u00e9galement durement touch\u00e9s, perdant souvent des clients au profit de concurrents qui ne respectent pas les r\u00e8gles.<\/p><p>\u00a0<\/p><h3>L&rsquo;Engagement de Roselios<\/h3><p>Chez Roselios, nous croyons en un e-commerce transparent et \u00e9quitable. Nos certifications garantissent que les sites respectent des normes strictes en mati\u00e8re d\u2019authenticit\u00e9, de s\u00e9curit\u00e9, et de conformit\u00e9. En obtenant la <strong>Certification de V\u00e9racit\u00e9 Roselios<\/strong>, les commer\u00e7ants peuvent prouver que leur site est digne de confiance, se d\u00e9marquant ainsi de la concurrence d\u00e9loyale. Pour c\u00e9l\u00e9brer notre lancement, nous offrons cette certification gratuitement \u00e0 nos premiers partenaires.<\/p><p>\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1bc21ac e-con-full e-flex e-con e-child\" data-id=\"1bc21ac\" data-element_type=\"container\">\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4af9b9b e-flex e-con-boxed e-con e-parent\" data-id=\"4af9b9b\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b7d95d0 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b7d95d0\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 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21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>BRAND BUILDING VS SALES ACTIVATION Dans le marketing, l\u2019\u00e9quilibre entre le\u00a0brand building\u00a0(construction de marque) et le\u00a0sales activation\u00a0(activation des ventes) est essentiel pour obtenir une croissance durable. Ces deux approches, bien que compl\u00e9mentaires, poursuivent des objectifs diff\u00e9rents sur des horizons temporels distincts. Comprendre comment les aligner efficacement est fondamental pour d\u00e9velopper \u00e0 la fois la notori\u00e9t\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1458","post","type-post","status-publish","format-standard","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/roselios.com\/index.php\/wp-json\/wp\/v2\/posts\/1458"}],"collection":[{"href":"https:\/\/roselios.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/roselios.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/roselios.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/roselios.com\/index.php\/wp-json\/wp\/v2\/comments?post=1458"}],"version-history":[{"count":13,"href":"https:\/\/roselios.com\/index.php\/wp-json\/wp\/v2\/posts\/1458\/revisions"}],"predecessor-version":[{"id":1472,"href":"https:\/\/roselios.com\/index.php\/wp-json\/wp\/v2\/posts\/1458\/revisions\/1472"}],"wp:attachment":[{"href":"https:\/\/roselios.com\/index.php\/wp-json\/wp\/v2\/media?parent=1458"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/roselios.com\/index.php\/wp-json\/wp\/v2\/categories?post=1458"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/roselios.com\/index.php\/wp-json\/wp\/v2\/tags?post=1458"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}