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).

    Access your files securely from anywhere








                            Zoho Developer Community



                                Bootcamp
                                Community
                                Pricing
                                Webinars
                                What's New
                                Integrations
                                Contact Support
                                Contact Sales
                                  Zoho Survey Resources
                                    Features
                                    Survey Templates
                                    Integrations
                                    Community
                                    iOS Mobile Surveys
                                    Pricing
                                    Android Mobile Surveys
                                    Insurvey Blogs
                                    Insight Blogs
                                    Tips & Tricks





                                                Latest Feature Updates

                                                  • Desk Community Learning Series


                                                  • Digest


                                                  • Functions


                                                  • Meetups


                                                  • Kbase


                                                  • Resources


                                                  • Glossary


                                                  • Desk Marketplace


                                                  • MVP Corner


                                                  • Word of the Day


                                                  • Ask the Experts




                                                      Zoho SalesIQ Resources

                                                            • 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


                                                            Manage your brands on social media
                                                            Access Zoho Social

                                                              Zoho Pagesense Resources


                                                                  Zoho TeamInbox Resources

                                                                    Zoho DataPrep Resources


                                                                      Zoho CRM Plus Resources

                                                                        Zoho Books Resources


                                                                          Zoho Subscriptions Resources

                                                                            Zoho Projects Resources


                                                                              Zoho Sprints Resources


                                                                                Qntrl Resources


                                                                                  Zoho Creator Resources



                                                                                      Zoho CRM Resources

                                                                                      • CRM Community Learning Series

                                                                                        CRM Community Learning Series


                                                                                      • Kaizen

                                                                                        Kaizen

                                                                                      • Functions

                                                                                        Functions

                                                                                      • Meetups

                                                                                        Meetups

                                                                                      • Kbase

                                                                                        Kbase

                                                                                      • Resources

                                                                                        Resources

                                                                                      • Digest

                                                                                        Digest

                                                                                      • CRM Marketplace

                                                                                        CRM Marketplace

                                                                                      • MVP Corner

                                                                                        MVP Corner







                                                                                          Design. Discuss. Deliver.

                                                                                          Create visually engaging stories with Zoho Show.

                                                                                          Get Started Now


                                                                                            Zoho Show Resources

                                                                                              Zoho Writer

                                                                                              Get Started. Write Away!

                                                                                              Writer is a powerful online word processor, designed for collaborative work.

                                                                                                Zoho CRM コンテンツ



                                                                                                  Nederlandse Hulpbronnen


                                                                                                      ご検討中の方




                                                                                                              • Recent Topics

                                                                                                              • Using IMAP configuration for shared email inboxes

                                                                                                                Our customer service team utilizes shared email boxes to allow multiple people to view and handle incoming customer requests. For example, the customer sends an email to info@xxxx.com and multiple people can view it and handle the request. How can I configure

                                                                                                              • Zoho CRM for Everyone's NextGen UI Gets an Upgrade

                                                                                                                Hello Everyone We've made improvements to Zoho CRM for Everyone's Nextgen UI. These changes are the result of valuable feedback from you where we’ve focused on improving usability, providing wider screen space, and making navigation smoother so everything

                                                                                                              • Auto-sync field of lookup value

                                                                                                                This feature has been requested many times in the discussion Field of Lookup Announcement and this post aims to track it separately. At the moment the value of a 'field of lookup' is a snapshot but once the parent lookup field is updated the values diverge.

                                                                                                              • Zoho Recruit Subscription

                                                                                                                Hello Zoho Recruit Team, Good day! I would like to inquire about your recruitment subscription plans and would also like to verify the current subscription our company is enrolled in under Zoho Recruit. Thank you, and I look forward to your response.

                                                                                                              • Keyboard shortcut M key

                                                                                                                I'm trying to customize my keyboard shortcuts and assign the "m" key. But it says the key is already assigned. I've looked through all my shortcuts and can't see any assigned "m". When I select an email and press the M key, nothing happens. What is the

                                                                                                              • Is it possible to create a meeting in Zoho Crm which automatically creates a Google Meet link?

                                                                                                                We are using Google's own "Zoho CRM for Google" integration and also Zoho's "Google Apps Sync" tools, but none of them provide us with the ability to create a meeting in Zoho CRM that then adds a Google Meet link into the meeting. Is this something that

                                                                                                              • Ensure Consistent Service Delivery with Comprehensive Job Sheets

                                                                                                                We are elated to announce that one of the most requested features is now live: Job Sheets. They are customizable, reusable forms that serve as a checklist for the services that technicians need to carry out and as a tool for data collection. While on

                                                                                                              • Automatic Portal invite

                                                                                                                We have numerous customers we move through a blueprint in deals, when they get to a certain point we need to give them portal access, how can this be done through deluge or a workflow? Latest Update (December 2025): The option to automate portal invitations

                                                                                                              • Marketer's Space: Why mobile optimization deserves a place in your email strategy

                                                                                                                Hello Marketers, Welcome back to Marketer's Space! Today, we'll talk about the importance of creating mobile-friendly email designs. While mobile phones were once used only to make phone calls, today they're used for almost everything, including texting,

                                                                                                              • Enhancements in Canvas

                                                                                                                Dear All, Greetings! Canvas lets you design the record details page to suit your brand or business preferences. We are glad to introduce the following enhancements to uplift your design experience. Reusable Components Style Presets Let's go! Reusable

                                                                                                              • Introducing Dark Mode / Light Mode : A New Look For Your CRM

                                                                                                                Hello Users, We are excited to announce a highly anticipated feature - the launch of Day, Night and Auto Mode implementation in Zoho CRM's NextGen user interface! This feature is designed to provide a visually appealing and comfortable experience for

                                                                                                              • ABN with Legal Entity Name

                                                                                                                Hi, How can I execute this? The ABN number is entered in Accounts Module and ideally, it should display or suggest the correct Legal Entity Name based on the ABN lookup. ex. Account Name: JPG Resources ABN Number: 65 067 761 871 Legal Entity Name: (auto

                                                                                                              • Presenting ABM for Zoho CRM: Expand and retain your customers with precision

                                                                                                                Picture this scenario: You're a growing SaaS company ready to launch a powerful business suite, and are looking to gain traction and momentum. But as a business with a tight budget, you know acquiring new customers is slow, expensive, and often delivers

                                                                                                              • Text snippet

                                                                                                                There is a nice feature in Zoho Desk called Text Snippet. It allows you to insert a bit of text anywhere in a reply that you are typing. That would be nice to have that option in Zoho CRM as well when we compose an email. Moderation Update: We agree that

                                                                                                              • Zoho Cliq not working on airplanes

                                                                                                                Hi, My team and I have been having this constant issue of cliq not working when connected to an airplane's wifi. Is there a reason for this? We have tried on different Airlines and it doesn't work on any of them. We need assistance here since we are constantly

                                                                                                              • Prepopulating Fields

                                                                                                                Hello, I have a form (Assets) with 2 lookup fields: Client (from Clients) Site (from Client Sites) I modified the code (highlighted in red below), so the Site dropdown shows the list of sites related to the Client. must have Client_Site ( type = picklist

                                                                                                              • What is the difference between Zoho Campaigns and marketing hub?

                                                                                                                Zoho Campaigns is a permission-based email marketing tool for sending marketing emails and mass emails. Marketing Automation is a multichannel marketing automation tool that caters to organizations looking for tools to engage their users across multiple

                                                                                                              • Unify Overlapping Functionalities Across Zoho Products

                                                                                                                Hi Zoho One Team, We would like to raise a concern about the current overlap of core functionalities across various Zoho applications. While Zoho offers a rich suite of tools, many applications include similar or identical features—such as shift management,

                                                                                                              • Detailed Account Reports - Add Running Balance

                                                                                                                When one clicks into an account from a report (say P/L or Balance Sheet), the default reports have the Debit, Credit, and then the Amount. The Amount column (last one) is duplicate information. It would be far better and fit more peoples' use cases if

                                                                                                              • Can we add custom fields to portal community profiles?

                                                                                                                How do we add custom fields to our profile pages in our portal community? If we have the ability to add custom fields, will we be able to access those fields via API? We want to use our Desk community in our help portal as our primary community and would

                                                                                                              • Start Workflow from Deluge Script

                                                                                                                I have developed a customized process from our CRM that leverages a deluge script to create a statement of work document. Once the document has been created via the merge and store function, I would like the ability to start a workdrive review & approve

                                                                                                              • Issue: Ticket Export Does Not Include Ticket Threads

                                                                                                                Dear Zoho Desk Support Team, I hope you’re doing well. I wanted to bring to your attention that the current ticket export feature in Zoho Desk does not seem to include the ticket threads or conversation history. When exporting tickets, only the summary

                                                                                                              • Pushover Notification Module

                                                                                                                Hello, it would be good if there would be a "Pushover" (https://pushover.net/) module besides the standard SMS module. Pushover is now very well known, especially in IT, and is becoming more and more popular. The biggest advantage are the customizable

                                                                                                              • Forward - no Ticket Number

                                                                                                                Hello, when I send an email to Zoho Desk via Reply or Reply All, the ticket number is in the subject line. But if I use forward then not. Is there an option to change this? We often forward e-mails and a reply to this will of course create a new ticket

                                                                                                              • Checkout: Adding Images

                                                                                                                Hello everyone, I’m trying to add a small GoGreen logo in the shipping section of the checkout to promote our sustainable shipping. While I can insert text without any issues, it seems that adding images is not supported in this area. Is there currently

                                                                                                              • Sortie de Zoho TABLE ??

                                                                                                                Bonjour, Depuis bientôt 2 ans l'application zoho table est sortie en dehors de l'UE ? Depuis un an elle est annoncée en Europe Mais en vrai, c'est pour quand exactement ??

                                                                                                              • [solved] #original_sender trick not working for us

                                                                                                                Hello community ! We really like DESK.. it's working like a charm for us but I have a request. Some users are sending emails personnaly to me (instead of using the support adress).. and I saw there was a possibilty to use : #original_sender {mail@mail.com}

                                                                                                              • SalesIQ Chat Notifications

                                                                                                                I am the admin of our salesIQ implementation. About two weeks ago, I started hearing/seeing notification for ALL chats messages from monitored agents/chat participants. I don't need to see these, we have a manager who deals with this. I can't stop the

                                                                                                              • Correlated subqueries not supported in Zoho Analytics. This creates huge limitations

                                                                                                                Running into a major limitation in Zoho Analytics: correlated subqueries simply don’t work, even in completely standard SQL patterns inside a JOIN. Example: LEFT JOIN "Bills" b ON d."Id" = b."Deal ID" AND EXISTS ( SELECT 1 FROM "Bill

                                                                                                              • Unknown table or alias 'A1'

                                                                                                                I would like to create a subquery but i am getting the following error: Unknown table or alias 'A1' used in select query. This is the sql statement:  SELECT A1.active_paying_customers, A1.active_trial_customers, A1.new_paying_signup, date(A1.date_active_customers), 

                                                                                                              • HubSpot CRM to Zoho Creator Integration

                                                                                                                I'm trying to create an integration between HubSpot CRM and Zoho Creator with HubSpot being the push source (if a contact is created or updated in HubSpot, it pushes the information to Zoho Creator). I have two questions: 1- Is it best to use Zoho Flow

                                                                                                              • Batch Emails in CRM Plus without using a template?

                                                                                                                Hi guys. Is it possible to send the same email to multiple people at the same time within CRM Plus without using an email template? At the moment we create a custom view in Contacts to display the people that we need. We then click the boxes on the left, and click 'Send Mail', but always need to select a template. Sometimes its better to write a quick one off message, without needing to set up a template first. Thanks.

                                                                                                              • bank charge

                                                                                                                a charge to my account was made that I did not authorize, of $16.46, for something that looks like "computer maintenance or something to that matter". please refund.

                                                                                                              • [Free Webinar] Product Updates: Quick Catch-Up Session - Part II - Creator Tech Connect

                                                                                                                Hello Everyone! We welcome you all to the upcoming free webinar on the Creator Tech Connect Series. The Creator Tech Connect series is a free monthly webinar featuring deep-dive technical sessions designed for developers, administrators, and app builders.

                                                                                                              • Introducing Liquid Glass UI on the Zoho Mail iOS app

                                                                                                                Hello everyone! We're excited to announce that the Zoho Mail app is now fully optimised for iOS 26's Liquid Glass design on both iPhone and iPad! The updated interface features transparent layers, smooth animations, and refined visual elements that enhance

                                                                                                              • Jobs at multiple locations

                                                                                                                Hi A lot of times we have same job open at multiple locations. So I would like an option where we can create a job and choose multiple locations. Currently we have to create individual jobs for each location. If we can create one job and mention multiple

                                                                                                              • Zoho Creator customer portal users

                                                                                                                Hi, I'm in a Zoho One subscription with our company. I'm running a project now that involves creating a Zoho Creater application and using the Zoho Creator Customer Portal.  At most we need 25 customer portal users. In our Zoho One plan we only get 3

                                                                                                              • Plan change from Zoho One to Zoho Workplace

                                                                                                                Hello Zoho, Following the recent pricing update for Zoho One, we are interested in transitioning to Zoho Workplace products. Please inform us about the necessary steps for this process so we can proceed promptly. Kind regards,

                                                                                                              • Is it possible to sync data every 5–10 minutes in Zoho Analytics (CRM or Excel imports)?

                                                                                                                Hello Team, I want to know if Zoho Analytics supports near real-time syncing of data from different sources. My requirements: I am importing data from Zoho CRM → Zoho Analytics I also have some datasets maintained in Excel/CSV I want both data sources

                                                                                                              • Partner with HDFC And Sbi Bank.

                                                                                                                Hdfc and sbi both are very popular bank if zoho books become partner with this banks then many of the zoho books users will benefit premium features of partnered banks.

                                                                                                              • Next Page