Zoho Sales IQ : Qu'est-ce que l'engagement de marque ?

Zoho Sales IQ : Qu'est-ce que l'engagement de marque ?



En 2011, Coca-Cola a lancé une campagne en Australie, "Share a Coke". Elle a remplacé le logo Coca-Cola d'un côté de la bouteille par le nom d'une personne. Les 150 noms les plus populaires ont été choisis et imprimés sur des millions de bouteilles. La campagne a été bien accueillie et a été déployée dans plus de 80 pays.

Résultat : en Australie, la consommation a augmenté de 7 % chez les adolescents, deux personnes sur cinq ayant acheté un pack "Share a Coke". 76 000 canettes de Coca virtuelles ont été partagées, et le trafic sur Facebook a augmenté de 870 %. Après une décennie de déclin de la consommation de Coca-Cola aux États-Unis, les recettes ont augmenté de 2,5 %.

L'augmentation des ventes était-elle le but premier de la campagne ? Non, l'objectif premier était de faire aimer la marque aux gens. Une fois qu'ils y sont parvenus, tout le reste n'a été qu'un effet domino.



C'est ça, l'engagement de marque !

Si cela ne répond pas à la question "Qu'est-ce que l'engagement de marque ?", laissez-moi simplifier davantage. L'engagement de marque ne se limite pas à faire connaître votre marque à votre public cible. Il s'agit de créer un lien émotionnel qui profitera à la marque sur le long terme. Ce lien aidera les marques à s'engager continuellement auprès de leur public cible et à fidéliser leurs clients au fil du temps.

Pourquoi l'engagement de marque est-il important ?

L'engagement de marque peut changer la façon dont les gens perçoivent une marque et combler le fossé entre celle-ci et ses clients. Des entreprises comme Coca-Cola et Nike ont converti des clients ponctuels en fidèles grâce à des activités d'engagement de marque originales.

Souvent, l'engagement de marque ne vise que le public externe, c'est-à-dire les personnes extérieures à l'organisation. Il ne fait aucun doute que l'engagement de marque joue un rôle crucial en aidant les marques à atteindre un public plus large, mais l'engagement de marque interne a ses propres avantages. Il incite toutes les parties prenantes d'une entreprise à travailler ensemble pour atteindre un objectif commun.



L'engagement client et l'engagement de marque sont-ils identiques ?

Souvent l'engagement client et l'engagement de marque sont utilisés de manière interchangeable, mais ils diffèrent en termes d'objectif et de mise en œuvre. Comme nous l'avons dit précédemment, l'engagement de marque consiste à créer un lien émotionnel entre le client et votre marque, tandis que l'engagement client consiste à inciter vos clients ou prospects à entreprendre une certaine action.

L'engagement de marque est considéré comme une stratégie d'attraction, car il vise à attirer les consommateurs vers la marque, son impact peut être instantané ou non, mais il est durable.

L'engagement client, quant à lui, est une stratégie de type "push", qui consiste à amener le produit au client. Cette stratégie vise un public plus restreint qui connaît déjà la marque ou le produit proposé par l'entreprise. L'impact d'une campagne d'engagement client peut être mesuré presque instantanément. Les clients/prospects sont poussés à entreprendre des actions telles qu'un achat, une mise à niveau du produit existant, etc.

Qu'est-ce qui est le plus important - l'engagement client ou l'engagement de marque ?

Il ne s'agit pas de choisir, mais d'établir des priorités. Les entreprises doivent trouver l'équilibre entre les deux. Ils sont comme le pain et le beurre - ils fonctionnent mieux lorsqu'ils sont mis en œuvre ensemble. Les entreprises commettent souvent l'erreur de donner la priorité à la mauvaise activité au mauvais moment, ce qui entraîne une perte de temps et d'argent.

Aussi important que soit l'engagement de marque, il est tout aussi important d'élaborer une stratégie efficace d'engagement clients.

Pour ce faire, il est important d'utiliser la technologie pour pousser votre produit vers les consommateurs et de l'équilibrer avec des stratégies d'attraction efficaces pour laisser une impression durable de votre marque, ce qui, à long terme, peut modifier le comportement d'achat des consommateurs.



 
Références :
La formule gagnante de Coca-Cola pour une campagne réussie. (2022).

    • Sticky Posts

    • Recommandez Zoho CRM Plus à vos amis et gagnez des crédits !

      Bonjour à tous,   Vous aimez travailler avec Zoho CRM Plus ? Et bien vous avez maintenant la possibilité de le recommander autour de vous pour aider votre réseau à améliorer son expérience client. Et bien sur c'est gagnant-gagnant ! Comment cela fonctionne

    • Découvrez Zoho Workplace

      Bonjour à tous ! Un domaine personnalisé est devenu une nécessité absolue, non seulement pour les grandes entreprises, mais aussi pour les petites ou, dans certains cas, les familles. Nous avons toujours pensé que se lancer ne devrait pas coûter cher,

    • Découvrez Zoho Learn

      Bonjour à tous, Nous sommes très heureux de vous présenter Zoho Learn ! Commençons par vous expliquer ce qu'est Zoho Learn et comment il peut vous accompagner dans vos processus de formation. Qu'est-ce que Zoho Learn ? Zoho Learn est une solution complète

    • Recent Topics

    • widget url 404'ing

      I'm creating a widget for the first time. When I grab the url from the base url section of the widget builder and append /widget.html it 404's Just wrote a very basic test. I have a folder structure app.zip - widget.html --js/app.js /widget.html <!DOCTYPE

    • Unable to Edit Pick-List Items in Custom Project Field(s)

      I can edit most fields normally, but if I try to edit - in any way - a Pick List field, I just get this error: To be perfectly clear, I'm trying to edit an existing Pick List field (adding or removing items), not adding a new instance. If I rename it,

    • How to display results from zoho.crm.searchRecords in message window

      Hello, I've created a custom function which is linked to a custom button which pulls a date from our contacts module and searches a date field in our quotes module and returns all records matching the date. My issue is, how to I get this to display the

    • Domain Transfer

      Hello there! I wanted to know if I can transfer my domain from Zoho to other hosting providers or use a different hosting provider instead of zoho's services.

    • Select CRM Custom Module in Zoho Creator

      I have a custom module added in Zoho CRM that I would like to link in Zoho creator.  When I add the Zoho CRM field it does not show the new module.  Is this possible?  Do i need to change something in CRM to make it accesible in Creator?

    • New User - Opening Stock Aging Report

      I am setting up new client and am entering Opening Stock - created items and entered quantity/price details. Now the aging report is showing all the opening stock as new. How do I enter the Purchase Dates of these items so that I get accurate Inventory

    • Bulk Receive Multiple Purchase Orders

      Is there a feature or function that will allow you to bulk receive issued purchase orders? I have about 100 that need to be received from 5 years ago.

    • Manual Invoice

      How to create a Manual invoice, I need to enter Amount directly instead of (qty*Rate). our company is a service sector

    • Effective Inbox Organization: Folders vs Tags in Zoho Mail?

      I'm exploring the best ways to organize a busy inbox, especially when managing multiple clients or project using Zoho Mail. I’d love to know what works best for others: 1. Do you prefer **folders** (possibly with sub-folders) for each client or project?

    • Merging contacts and or accounts

      Hello, In a prior CRM we were able to merge contacts and or accounts.  We have turned on the function to stop multiple contacts with the same email, so we can prevent multiple contacts from happening, however, we now have multiple contacts that have the

    • Capture Reason for absence next to Campaign Member Status. Is there a reasonable workaround?

      I've reviewed the topics I could find to do with this but still couldn't find anything that satisfies our requirements: We would like to track a *reason* (picklist or text, doesn't matter which) why a Campaign Member (Lead or Contact associated with a

    • Zoho Learning Management System - Certificate Upload by Employees

      We are planning to enroll employees in courses which are hosted by coursera or similar sites. I want to share the links of those courses and also want employees to upload their completion certificate once they are done. Is this function possible in

    • Add RTL and Hebrew Support for Candidate Portal (and Other Zoho Recruit Portals)

      Dear Zoho Recruit Team, I hope you're doing well. We would like to request the ability to set the Candidate Portal to be Right-to-Left (RTL) and in Hebrew, similar to the existing functionality for the Career Site. Currently, when we set the Career Site

    • Button or Links order

      Is there a way to re-order the buttons or links that are created?

    • 'Pin' notes, so that specific ones are always visible at the top of the 'notes' tab.

      It doesn't appear Bigin has the functionality to 'pin' a note to then have it always show at the top of the notes tab section of a record. Often times we have a large number of records, but key information we may want to have easily visible to all at

    • Request for Subform Support in Zoho CRM Webforms

      Hi Team, I hope you're doing well. I would like to bring to your attention that currently, Zoho CRM Webforms do not support Subforms, which limits our ability to send forms that mirror the actual structure used within Zoho CRM. This feature is extremely

    • Formatting Mailing Labels

      I want to use the "Print Mailing Labels" function on the drop down list, but I am not seeing a way to change the formatting on the mailing labels. At the moment, the information that appears on the mailing labels ARE NOT mailing addresses, but random

    • Maxima Address on FSM Customer

      Im trying to add probably 50 customers from one company but couldn't make it since it has limit..how do i add the limit?

    • How to Track Inventory Usage from Zoho FSM to Zoho Inventory?

      Hi everyone, We’re currently working on integrating Zoho FSM with Zoho Inventory, and we’ve encountered a challenge we’re hoping the community can help us understand better. Here’s the context: When we create a Work Order in Zoho FSM that involves parts

    • View subform entries without viewing a record in Zoho CRM | Kiosk Studio Session #8

      In a nutshell Have you ever wanted to take a quick peek at a record's subform? Examples might be invoiced items in an invoice, ordered items in a sales order, or purchased items in a purchase order. Let's say you're viewing your list of invoices in Zoho

    • Transforma tu Inventario: Control Inteligente y Funciones Clave en Zoho Inventory (Spanish Webinar)

      ¿Tu empresa necesita mayor trazabilidad y control en almacenes? Conoce cómo gestionar tu inventario con eficiencia y automatización... ¡y descubre las sorpresas que trae Zoho Analytics! Participa en nuestro webinar gratuito en español, este 19 de agosto

    • Dashlane discontinued its free plan: Here's why Zoho Vault's free plan is worth the switch

      Hey everyone, Dashlane password manager has officially announced that its free plan will be discontinued starting September 16, 2025. This change means that current free users will need to either upgrade to a paid subscription or export their data and

    • Mails are not being sent from custom Deluge function

      We are having troubles to implement sending Invoices / Sales_Orders etc. automatically using following deluge script: attachment_template_id = "aaaa"; record_id = "bbbb"; mail_template_id = "cccc"; //NEW aproach fileUrl = "https://www.zohoapis.com/crm/v8/settings/inventory_templates/"

    • Currency transition

      We are using Zoho CRM in Curacao, Dutch Caribbean. Our currency is currently the ANG. Curacao will be transition ing from using the ANG (Antillean Guilder) to using the XCG currency (Caribbean Guilder) on March 31st 2025, see: https://www.mcb-bank.com/caribbean-guilder.

    • Notes and Attachments visibility can now be restricted based on profiles

      Dear All, We hope you're well! We are here with a quick update about Notes and Attachments profile permissions. In the past, a record's Notes and Attachments were visible by default to all users with record access. However, as notes and attachments can

    • Zoho webinar--hard for agencies

      So, this is just a dive into our use case, and why we've been disappointed in Zoho webinar. We are a small marketing agency, and we wanted to add webinars to the services we provide, as many of our clients want to learn to use them as part of their content

    • Celebrating Raksha Bandhan with Zoho Desk: A Bond of Trust, Protection, and Service

      Raksha Bandhan, celebrated across India, symbolizes the sacred bond of protection and affection between siblings. “Raksha” means protection, “Bandhan” means bond or knot: together, it represents a knot of care and security. On this occasion, we'd like

    • Banking > Import statements with a csv file

      Good morning, I am regularly using the "import statement" option to match my transactions. I've been using csv files produced by my bank online and was able to import my transactions. Until now. Thank you for your help for fixing this ! Alex.

    • ZOHO BOOKS - RECEIVING MORE ITEMS THAN ORDERED

      Hello, When trying to enter a vendor's bill that contains items with bigger quantity than ordered in the PO (it happens quite often) - The system would not let us save the bill and show this error: "Quantity recorded cannot be more than quantity ordered." 

    • Has anyone successfully added Microsoft Graph API Oauth2 as a connection?

      I'm having trouble getting Microsoft Graph API created as a connection in zoho crm. Has anyone successfully added Microsoft Graph API Oauth2 as a connection? My issue is not necessarily on the Zoho side, but understanding how to set up the Microsoft side

    • Syncing Timesheets between Projects and Desk

      All users able to see their own timelog entries from all apps in one place, synced immediately. All managers able to view total/all time entries from one place. This is something that has come up for us and multiple clients. Example: we have a client

    • Spell Check default language

      Hello All, Is it possible to set the Spell Check default language? I can't find it in the settings. Thanks a lot! Levente

    • Zoho Backstage 3.0 - Boostez vos événements avec des outils malins

      Zoho Backstage vous accompagne dans l’organisation d’événements réussis, avec des outils qui simplifient la planification, optimisent l’exécution et renforcent la connexion avec votre public. La version 2.0 a apporté une nouvelle interface, plus de flexibilité

    • Portal user activity reporting

      Aside from the metrics section in the admin dashboard, is there a way to view/create reports for portal user activity? Im looking for a more granular option to see exactly what users are utilizing the portal. Thanks!

    • Automation #11 - Auto Update Custom Fields with Values from Emails

      This is a monthly series designed to help you get the best out of Desk. We take our cue from what's being discussed or asked about the most in our community. Then we find the right use cases that specifically highlight solutions, ideas and tips to optimize

    • Admins to set Agents Picture

      Admins should not have to rely on agents to set a nice profile picture for them. Admins get the headshot pictures from HR and should be able to upload and set their picture, not rely on them to: 1) upload a picture at all 2) upload a good picture 3) upload

    • Time Tracking Reporting and Billing

      I wish for the time tracking module to be enhanced further. Currently it is independent of Support Plans and Contracts. Support Plans and Contracts are also mostly separate. We need a better dashboard of this with the ability to natively mark billed or

    • Enhanced Email Signature Folding

      We have departmental signatures setup which are great, however, when viewing ticket details, it gets very overwhelming when scrolling though threads and conversations where you scroll past ten different signatures of your own team, then ten signatures

    • How to add formatting in zoho.cliq.postToUser(...) message?

      In a CRM Deluge function, I'm trying to use the message formatting guidelines given here: https://www.zoho.com/deluge/help/cliq/posting-to-zoho-cliq.html#message-formats My message is: message: #Title text. The result in Cliq is: #Title text. (no large

    • How to add line breaks in zoho.cliq.postToUser(...) message?

      In a CRM function using Deluge I'm sending this message and attempting to add some line breaks but they are ignored. Is there another way to add these breaks? My message: message: New urgent task\nDescription \nThis is a fake description.\n A new line?

    • Next Page