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).


      Zoho Campaigns Resources


        • Desk Community Learning Series


        • Digest


        • Functions


        • Meetups


        • Kbase


        • Resources


        • Glossary


        • Desk Marketplace


        • MVP Corner


        • Word of the Day


        • Ask the Experts


          • 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

          Zoho CRM Plus Resources

            Zoho Books Resources


              Zoho Subscriptions Resources

                Zoho Projects Resources


                  Zoho Sprints Resources


                    Zoho Orchestly Resources


                      Zoho Creator Resources


                        Zoho WorkDrive Resources



                          Zoho CRM Resources

                          • CRM Community Learning Series

                            CRM Community Learning Series


                          • Tips

                            Tips

                          • Functions

                            Functions

                          • Meetups

                            Meetups

                          • Kbase

                            Kbase

                          • Resources

                            Resources

                          • Digest

                            Digest

                          • CRM Marketplace

                            CRM Marketplace

                          • MVP Corner

                            MVP Corner




                            Zoho Writer Writer

                            Get Started. Write Away!

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

                              Zoho CRM コンテンツ








                                ご検討中の方

                                  • Recent Topics

                                  • How to update changed purchase account of item in invoice

                                    I have selected the wrong purchase account for various articles and created invoices. I had to adjust the purchase account in the article afterwards, but the old purchase account is still posted in the transaction-journal of the invoice. To adjust the
                                  • Help - Zoho CRM notification on mobile (IOS/Android)

                                    Hello Community! Can I get the IOS/Andoid CRM app to notify me of events, calls, etc. due as I can with MANY other apps?   I am running the free Zoho I would like this to be native to the Zoho CRM app. I do not want to write a sep. mobile app
                                  • Zoho Books Idea - Include another field in Bank Details for Address

                                    Hi Books team, Currently use the Description field in the Bank Details to store the bank's address. This works fine but it would be great if you could add another field for Bank Address, so that other notes about the bank account could be stored in the
                                  • Reverse payment on accidentally closed invoice.

                                    An invoice was closed accidentally with the full payment added. However, only partial payment was paid. How can I reopen the invoice and reverse this to update it to show partial payment?
                                  • a question about the COQL API v8

                                    When I specify eight or more values in a WHERE IN clause and execute it, an error occurs. Is there a limit to the number of values that can be specified in a WHERE IN clause? ↓Error select * FROM Vendors WHERE (id in (1, 2, 3, 4, 5, 6, 7, 8, 9)) ↓Success
                                  • Zoho Books Idea - Bank Details Button on Banking

                                    Hi Books team, Sometimes I'm asked to share bank details with a customer or a colleague. So I go to the Banking Module, find the correct bank account, click Setting > Edit, then copy and paste the bank details. Wouldn't it be great if there was a button
                                  • JS SDK 8.0 – TypeError: Cannot read properties of undefined (reading 'getCacheStore') with sample code

                                    Hello Zoho Support Team, I’m integrating the Zoho CRM JavaScript SDK v8.0 and I’m getting the error below when running your official sample. I tested directly from: https://github.com/zoho/zohocrm-javascript-sdk-8.0/blob/main/samples/create_records_sample/create_records.js
                                  • Function #55: Convert multiple quotes to single SO using Custom Button

                                    Hello everyone, and welcome back to our series! In Zoho Books, after a quote is accepted by your customer, it can be converted into a sales order or an invoice. Often, a customer might have multiple quotes, and for easier billing or upon the customer's
                                  • Zoho One - Syncing Merchants and Vendors Between Zoho Expense and Zoho Books

                                    Hi, I'm exploring the features of Zoho One under the trial subscription and have encountered an issue with syncing Merchant information between Zoho Expense and Zoho Books. While utilizing Zoho Expense to capture receipts, I noticed that when I submit
                                  • More controls for User Fields in CRM

                                    Dear All, We are here with a minor but crucial enhancement to the user fields—now set accessibility permissions to the records for user field. User field allows you to extend co-ownership of records to your peers. You can collaborate with them for certain
                                  • Rich Text For Notes in Zoho CRM

                                    Hello everyone, As you know, notes are essential for recording information and ensuring smooth communication across your records. With our latest update, you can now use Rich Text formatting to organize and structure your notes more efficiently. By using
                                  • Time based workflow without edit/action

                                    Hello I need help solving this problem if possible. We have Deals come into the CRM via Live Transfer which have the field properties: Stage = New Channel = Inbound Some of them don't get answered so we want these to automatically go into our Outbound
                                  • What's New - August 2025 | Zoho Backstage

                                    Every month, Zoho Backstage grows with you. These updates aren't just features and fixes, they're about making your workday smoother, your events more impactful, and your attendees happier. We’ve listened, learned, and shaped this release to keep things
                                  • Introducing notifications in the vendor portal

                                    Imagine this: You're a recruiter working with multiple vendors on a high-volume hiring project. You’ve just updated a job description after a last-minute change from the hiring manager. One of your vendors, however, is still working off the older version
                                  • prevent selling expired items

                                    Hello. I need to make a constraint on expired batch items not to be sold. Is it possible in Zoho Inventory? if so, then how? Thanks for further help.
                                  • ZOHO BOOKS - EXCESSIVELY SLOW TODAY

                                    Dear Zoho Books This is not the first time but it seems to be 3 times per week now that the system is extremely slow. I work on Zoho Books 95% of my day so this is very frustrating. Zoho you need to do something about this. I have had my IT guy check
                                  • Product details removed during update from other system

                                    We maintain our product details in an other system. These details are synchronized with Zoho at the end of each day, through an API. This has worked perfectly sofar. But last Monday, all product codes and some other product data have been wiped during
                                  • Client Customer

                                    I purchased a customer user license, but we cannot see the project I added in the customer account. I would like to ask for support on what we should do.
                                  • Add Ability to Use Zoho Finance Tags

                                    For Zoho Finance (Books and Inventory), the current actions do not allow us to affect the tags associated with the entities in question (customers, vendors, items, etc.). Please consider adding this functionality into the actions.
                                  • Embeded Signing doesn't work on Safari Browser

                                    We have implemented Zoho Sign in our website by using embeded signing, It works perfectly on Chrome. But it fails on Safari, We get stuck on Zoho Sign Page during redirection from Zoho Sign to our website after signing the document, Please let us know
                                  • Dataprep Webhook Limits and Cannot update column with Dataprep

                                    I have two problems : 1 - I am using Airflow to trigger my pipeline, and when I tested it, it worked fine a couple of times. However, after that, I received an error: {"code":429,"message":"Request rate limited"}. I didn’t send too many requests — maybe
                                  • Power of Automation :: Automatic removal of project users once the project status is changed.

                                    A custom function is a software code that can be used to automate a process and this allows you to automate a notification, call a webhook, or perform logic immediately after a workflow rule is triggered. This feature helps to automate complex tasks and
                                  • New in Zoho Forms: Google reCAPTCHA v3 for smarter spam protection

                                    Hello form builders, Spam submissions are one of the biggest challenges when you share your forms online. They not only clutter your data but can also waste valuable time. To help you combat this without making life harder for genuine respondents, we’re
                                  • Project Management Bulletin: August, 2025

                                    We’ve touched a grand 19 years since we started pioneering project management solutions with Zoho Projects. What started as a simple one-page interface is now a suite of products with Zoho BugTracker, Zoho Sprints, and our new debut Zoho Projects Plus,
                                  • Zoho Sign and Zoho Workdrive Integration

                                    Hello, there. I want to know if it's possible to save a signed document from Zoho Sign in an specific folder for each signer in Zoho Workdrive.  For example: If John Doe signs the document in Zoho Sign I want to save it automatically in a folder named
                                  • Office 365 and CRM mail integration: permission required

                                    Has anyone run into this weird problem? My email server is Office 365. When I try to configure Zoho CRM to use this server, a Microsoft popup window opens requesting user and password. After entering that, I get a message in the Microsoft window saying
                                  • Empowered Custom Views: Cross-Module Criteria Now Supported in Zoho CRM

                                    Hello everyone, We’re excited to introduce cross-module criteria support in custom views! Custom views provide personalized perspectives on your data and that you can save for future use. You can share these views with all users or specific individuals
                                  • How do you list multiple contacts for a lead?

                                    My sales team wants to be able to add additional contacts for leads, how do we do that? Is there a different way we should be using the lead / contact functionality? Moderation update (9th September 2025): Our developers have built an extension to achieve
                                  • Modifying Three Dot Menu Options

                                    Is there a way to modify the three dot menu options that display in a Report header? They currently display: Show As (List, Calendar, Timeline), Print, Import, Export. I'd like to remove the Show As and Print options, since they aren't applicable for
                                  • Elevate your CX delivery using CommandCenter 2.0: Simplified builder; seamless orchestration

                                    Most businesses want to create memorable customer experiences—but they often find it hard to keep them smooth, especially as they grow. To achieve a state of flow across their processes, teams often stitch together a series of automations using Workflow
                                  • Field Not Updating in FSM Script - Service and Parts module.

                                    Dear Team, I am reaching out regarding a script I have implemented in Zoho FSM to automate the calculation of the End of Service date based on the End of Sale date in the Service and Parts module. Overview of the script: Fetches the End_of_Sale__C and
                                  • Zadarma + Zoho CRM Integration – Missed Calls Saved as Contacts Instead of Leads

                                    Hello everyone, I’m looking for input from anyone with experience using the Zadarma + Zoho CRM integration. Currently, I’m seeing that missed calls are automatically being created as Contacts instead of Leads. From a CRM perspective, this doesn’t make
                                  • Zoho Books | Product updates | September 2025

                                    Hello users, We’ve rolled out new features and enhancements in Zoho Books. From PayNow payment method to applying journal credits to invoices and bills in other locations, explore the updates designed to enhance your bookkeeping experience. Integrate
                                  • How to update Multiple Users field in Quote Module from Deal Module

                                    Scenario : Deal Module having Multiple User Field (Presales Engineer) which having more than 1 User and through Deluge Script I need to get that Users Details and need to put into Multiple User Field (Presales Engineer) of Quote Module. Note: Both Module
                                  • 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.
                                  • Clone a Module??

                                    I am giong to repurpose the Vendors module but would like to have a separate but very similar module for another group of contacts called Buyers. I have already repurposed Contacts to Sellers. Is it possible to clone (make a duplicate) module of Vendors
                                  • Advance PDF creation from CRM data

                                    I'm trying to create a PDF export of data in the CRM. My problem is I want a pretty complicated format for the data. I'm trying to export multiple modules worth of data, with nested one-to-many relationships between the modules. Along with that, I want
                                  • how to disable staff selection Zoho Booking integrated to SalesIQ?

                                    currently there is only one Consultant in my Zoho Bookings like this I integrate Zoho Bookings into Zoho SalesIQ to create a chatbot. Unfortunately, even though I only have one consultant for a consultation, the user have to pick the consultant. It will
                                  • How to change the text in WhatsApp Zobot integrated to Zoho Booking?

                                    I have integrated Zoho Bookings into Zoho SalesIQ, I want to change the text in WhatsApp when creating a booking in Zobot how to change those text?
                                  • how to differentiate if whatsapp comes from certain landing page?

                                    I create a Zobot in SalesIQ to create a Whatsapp bot to capture the lead. I have 2 landing pages, one is SEO optimized and the other want is optimized for leads comes from Google Ads. I want to know from which landing page this lead came through WhatsApp
                                  • Next Page