L’innovation au cœur de l’influence

graphique-marque

Capacité à créer des ruptures

Comme dans la première édition de son étude, Ipsos identifie cinq grands leviers d’influence : la présence (visibilité, couverture), la capacité d’innovation (disruption, tendances, leadership),l’interaction (occasions de connexion, au-delà du seul point de vente), l’affinitaire (valeurs, identification), la confiance (fiabilité, recommandation).

Au-delà du classement factuel, l’analyse des résultats, toutes marques confondues, montre que l’influence se nourrit en priorité de trois leviers : capacité d’innovation, confiance et interaction, respectivement créditées de 32, 27 et 26 points dans la construction de l’influence des marques présentes dans le Top 10.

Loin derrière, la présence et l’affinitaire, dont les notes stagnent à 8 et 7. Si la ventilation de l’influence sur les cinq leviers ne se trouve pas fondamentalement modifiée d’une année sur l’autre, elle révèle toutefois une montée en puissance de l’innovation (+10 points). Tout comme en 2013, mais de manière plus affirmée encore, c’est la capacité à créer des ruptures au bénéfice du plus grand nombre qui fait la différence. Corollaire de la prégnance de l’innovation dans l’influence des marques : la prévalence en haut de classement de labels à très forte identité technologique, « naturellement » innovants. Non seulement le trio de tête apparaît à lui seul comme un plaidoyer pour l’innovation, mais il creuse l’écart avec les autres marques : en 2014, les index globaux d’influence de Google (423), Apple (302), et Microsoft (285) gagnent respectivement 28, 63 et 40 points.

Transformer le rapport à l’acte d’achat

L’innovation permet d’évidence à certaines marques de gagner des places dans le classement. C’est le cas d’Amazon, qui se propulse en un an de la 19e à la 6e place. Alors qu’en 2013, l’influence de la marque était d’abord portée par la confiance, elle tient cette année en priorité à sa capacité d’innovation, notamment à créer des besoins (« m’a fait découvrir quelque chose dont je ne pensais pas avoir besoin »).

« Nous inventons en permanence des services, uniques ou copiés, qui transforment le rapport des consommateurs à l’acte d’achat : avis des internautes, place de marché B to C, Auto Rip, service Premium… », avance Romain Voog, PDG d’Amazon France.

Lire tout l’article : www.ipsos.fr
Source : http://www.ipsos.fr/ipsos-marketing/actualites/2014-03-06-l-innovation-au-coeur-l-influence

52 réflexions au sujet de « L’innovation au cœur de l’influence »

  1. I simply wished to say thanks once more. I do not know the things that I might have sorted out without the secrets discussed by you concerning my subject matter. It previously was a very frightful crisis in my opinion, but witnessing a specialised manner you managed that took me to cry for fulfillment. Now i’m happy for your advice and thus hope that you are aware of an amazing job your are putting in training many others using your web site. I’m certain you have never met any of us.

  2. Excellent blog here! Additionally your web site loads up fast! What web host are you the use of? Can I am getting your associate hyperlink in your host? I want my website loaded up as quickly as yours lol

  3. Good day I am so happy I found your web site, I really found you by mistake, while I was researching on Yahoo for something else, Anyhow I am here now and would just like to say cheers for a marvelous post and a all round thrilling blog (I also love the theme/design), I don’t have time to browse it all at the minute but I have bookmarked it and also added in your RSS feeds, so when I have time I will be back to read more, Please do keep up the awesome job.

  4. garcinia cambogia reviews from users 1st, examine should your url is obtainable. After that decide on the world-wide-web ron lauren sale made style out of many web templates. dietworks pure garcinia cambogia reviews

  5. wonderful submit, very informative. I ponder why the opposite experts of this sector do not understand this. You must continue your writing. I’m confident, you have a huge readers’ base already!

  6. Please let me know if you’re looking for a article writer for your blog. You have some really good posts and I feel I would be a good asset. If you ever want to take some of the load off, I’d love to write some material for your blog in exchange for a link back to mine. Please send me an email if interested. Thanks!

  7. Hello would you mind stating which blog platform you’re working with? I’m looking to start my own blog soon but I’m having a difficult time selecting between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your design seems different then most blogs and I’m looking for something unique. P.S Sorry for being off-topic but I had to ask! \

  8. Good blog post. Some tips i would like to make contributions about is that laptop or computer memory must be purchased should your computer cannot cope with what you do by using it. One can install two RAM boards having 1GB each, for instance, but not certainly one of 1GB and one having 2GB. One should check the company’s documentation for own PC to be certain what type of ram is needed.

  9. Might be nearly impossible to encounter well-informed individuals on this theme, then again you come across as like you be aware of those things you’re talking about! Cheers

  10. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of « neighbors » will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune « Social » is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  11. keep up the good work, I read few posts on this web site and I think that your weblog is very interesting and holds circles of fantastic info .

  12. Thanks for ones marvelous posting! I actually enjoyed reading it, you’re a great author.I will be sure to bookmark your blog and will eventually come back later in life. I want to encourage you to continue your great posts, have a nice day!My blog; link wheel

  13. Try changing the positions of the speakers till you get the sound configuration that you like the best. The surround sound systems are measured in terms of channels like 5. One critical component of a good home theater is the sound system.

  14. Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.

  15. My brother suggested I might like this blog. He was totally right. This post actually made my day. You cann’t imagine simply how much time I had spent for this info! Thanks!

  16. Hey there I am so grateful I found your blog page, I really found you by accident, while I was browsing on Digg for something else, Anyways I am here now and would just like to say cheers for a remarkable post and a all round interesting blog (I also love the theme/design), I don’t have time to go through it all at the moment but I have saved it and also added in your RSS feeds, so when I have time I will be back to read a lot more, Please do keep up the excellent work.

  17. Generally I don’t learn article on blogs, however I wish to say that this write-up very pressured me to try and do it! Your writing taste has been surprised me. Thank you, very nice post.

  18. My spouse and i has been extremely motivated to find this site. I desired to help thank you just for this exclusive examine. When i definitely savored every little this and also We have anyone added to think about fresh things you submit.

  19. Good post and straight to the point. I don’t know if this is actually the best place to ask but do you people have any thoughts on where to get some professional writers? Thx

  20. I think other web site proprietors should take this web site as an model, very clean and fantastic user friendly style and design, let alone the content. You are an expert in this topic!

  21. Wow! This could be one particular of the most helpful blogs We have ever arrive across on this subject. Basically Magnificent. I am also an expert in this topic so I can understand your hard work.

  22. Wonderful beat ! I would like to apprentice while you amend your site, how could i subscribe for a blog web site? The account helped me a acceptable deal. I had been a little bit acquainted of this your broadcast offered bright clear idea

  23. Nice post. I learn something new and challenging on websites I stumbleupon every day. It’s always interesting to read articles from other writers and use something from other websites.

  24. Very nice post. I just stumbled upon your blog and wanted to say that I have truly enjoyed browsing your blog posts. In any case I’ll be subscribing to your rss feed and I hope you write again soon!

  25. I totally understand! I tell myself they’ve seen it all… I am nothing new… they are there to get the job done right & well! Katherine was really SO sweet and kept me talking that I really wasn’t paying that much attention I was kind of trying to internalize the whole process, what it entailed, but I didn’t have time to worry about « OMG, does she think I’m gross? »

  26. excellent put up, very informative. I ponder why the opposite specialists of this sector don’t understand this. You should continue your writing. I am sure, you have a huge readers’ base already!

  27. Good day! I know this is kinda off topic but I’d figured I’d ask. Would you be interested in exchanging links or maybe guest writing a blog article or vice-versa? My site covers a lot of the same topics as yours and I believe we could greatly benefit from each other. If you’re interested feel free to send me an e-mail. I look forward to hearing from you! Terrific blog by the way!

  28. Very good site you have here but I was wondering if you knew of any message boards that cover the same topics discussed in this article? I’d really love to be a part of online community where I can get feed-back from other experienced individuals that share the same interest. If you have any recommendations, please let me know. Thank you!

  29. Hello There. I found your blog using msn. This is a really well written article. I’ll be sure to bookmark it and come back to read more of your useful info. Thanks for the post. I’ll certainly return.

  30. I would like to thnkx for the efforts you’ve put in writing this blog. I’m hoping the same high-grade blog post from you in the upcoming as well. In fact your creative writing abilities has encouraged me to get my own web site now. Actually the blogging is spreading its wings rapidly. Your write up is a great example of it.

  31. I think this is one of the most vital info for me. And i’m glad reading your article. But wanna remark on some general things, The website style is wonderful, the articles is really nice : D. Good job, cheers

  32. I’m curious to find out what blog system you are working with? I’m having some small security issues with my latest website and I’d like to find something more safe. Do you have any recommendations?

  33. The baby video monitor can be purchased as a kit with either one or two portable camera’s, however it does accommodate up to 8 camera’s which can be purchased individually. an included secure online viewing portal that enables their customers to access a real time live, full-color video feed from their camera all from anywhere in the world that has internet access. Swings also make great baby sitters while you indulge in the luxury of a shower or a meal without a baby on your hip.

  34. I should say also believe that mesothelioma cancer is a exceptional form of most cancers that is usually found in these previously familiar with asbestos. Cancerous cellular material form within the mesothelium, which is a shielding lining which covers a lot of the body’s areas. These cells ordinarily form inside the lining in the lungs, mid-section, or the sac which actually encircles one’s heart. Thanks for discussing your ideas.

  35. Wonderful beat ! I wish to apprentice at the same time as you amend your website, how could i subscribe for a blog web site? The account helped me a applicable deal. I were a little bit familiar of this your broadcast offered bright clear concept

  36. I like the helpful info you provide in your articles. I’ll bookmark your weblog and check again here regularly. I’m quite sure I will learn plenty of new stuff right here! Good luck for the next!

  37. Greetings! I know this iis kinda off topic but I was wondering if you knew where I could get a captcha plugin foor my comment form? I’m using the same blog platform as yours and I’m having problems finding one? Tanks a lot!My page :: bodog88

  38. It is appropriate time to make some plans for the future and it’s time to be happy. I’ve read this post and if I could I wish to suggest you some interesting things or advice. Perhaps you can write next articles referring to this article. I wish to read more things about it!

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.