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

    • Clarity on extended contract status

      Clarity on “extended” status- How does Zoho “extend” a contract?  E.g. if client extends by 1 month, can the “end date” be adjusted accordingly in Zoho and tagged as “Extended” with a clear audit trail that also captures the client’s email? Note- Email

    • Customizing contract status

      Can we customize/add/remove status on Zoho contracts ourselves or does Zoho needs to do this? Context- There is a long list of status on Zoho but not all of them are relevant for us . There are few status which are missing and needs to be added. E.g-

    • Set Custom Business Calendars and Holidays for Global Teams

      Managing a project across diverse teams means accounting for more than just tasks and deadlines; it means acknowledging how and when each team actually works. Users might follow different working days or observe region-specific holidays that cannot be

    • [Integration edition] Deluge learning series - Integrations between Zoho apps and Third-party services with Deluge | 28 August 2025

      We’re excited to welcome you to the Deluge learning series: Integration edition! The Integration edition will run for three months: Session 1 – Integrating Zoho Apps with Deluge using inbuilt integration tasks Session 2 – Integrating Zoho Apps with Deluge

    • Critical Vulnerability in all major password manager plugins - is Zoho Vault affected?

      Hi Zoho, a security researcher found a critical clickjacking vulnerability in all major browser password managers: DOM-based Extension Clickjacking: Your Password Manager Data at Risk | Marek Tóth Is Zoho Vault affected as well? Apparently the Vault extension

    • Introducing SecureForms in Zoho Vault

      Hey everyone, Let’s face it—asking someone to send over a password or other sensitive data is rarely straightforward. You wait. You nudge. You follow up once, twice—maybe more. And when the information finally arrives, it shows up in the worst possible

    • Tables from ZohoSheets remove images when updated from source

      I have a few tables from a ZohoSheet in a ZohoWriter document that will remove the images in the cells when I refresh from the source. The source still has the images in the table when I go to refresh. After updating from the source, as you can see the

    • Change eMail Template for Event-Invitations

      Hello ZOHO-CRM Team How I can change the eMail Template for Event-Invitations? I work with the German Version of the Free Version. I know how I can modify eMail alerts or Signature Templates, but where I can other eMails modify you send out? Thank you for your answer. Regards, Juerg

    • Inventory Adjustments

      Hi, How to transfer the material from one head to another ? Like materials purchased for manufacturing the laptop need to transfer from consumption inventory (Quantity of raw materials reduced) to destination inventory ( Quantity of Laptop increased)

    • Need Your Insights

      Hi Zoho, I'm confused why the flow only sends to one output. setVariable15 is from a list. It doesn't consider the 2nd entry. Any thoughts?

    • Map Dependency Fields - How can can I limit picklist values from a multi-select Parent field?

      I know the "Map Dependency Fields" feature doesn't allow a multi-select parent field. However, I need the functionality. Can I do it through a deluge function, and would it still support color coding picklists? We need the color coding for quick scanning

    • DYK 1 - Color Palette for Enhanced Visual Identification of Status

      Introducing the Did You Know series of posts. The goal of this series is to familiarize users with certain features or enhancements in Zoho Projects that may not be evident at first glance. The first post in this series deals with color palettes for indicating

    • Invalid field in the COQL query

      Dear Zoho Support! I believe that you already helped me with a similar problem a few years ago. One of my clients has a custom field named "LOB" in the "Deals" Module (see the field's metadata below). The COQL query using this field: : "select id, Deal_Name,

    • Automating Employee Birthday Notifications in Zoho Cliq

      Have you ever missed a birthday and felt like the office Grinch? Fear not, the Cliq Developer Platform has got your back! With Zoho Cliq's Schedulers, you can be the office party-cipant who never forgets a single cake, balloon, or awkward rendition of

    • Transferring domain registration to new registrar and switching email hosting at the same time?

      I need to transfer an existing domain uv cure adhesive that's currently with SiteGround to Porkbun. I also need to move the existing custom email addresses from SiteGround to Zoho Mail. I'm not sure if I should transfer the domain first and then tackle

    • Split deposits

      Can Zoho do split deposits. One deposit, two checks for two separate invoices from different customers. This is one of the most common tasks I can imaging. When I mark the two invoices paid, there are two deposits in bank register. When I try to match,

    • Feedback: Streamlining Note Management in Zoho Notebook

      Dear Team/Support, I would like to share some feedback regarding the note management system that could help improve usability and accessibility for users like myself. Notebook 1 (screenshot attached): Currently, the system does not allow selecting and

    • Deactivate Desk Contact without Deleting Contat

      We have a client who has multiple tenants for regulatory purposes, and as such, has a few users that have email addresses in both tenants. They've then emailed into the ticketing system, so we have multiple contacts (no big deal, we want to keep their

    • Delete my store of Zoho commerce

      Hi Team, I want to delete my stores of commerce. Please help me asap. Looking for the positive response soon. Thanks Shubham Chauhan Mob: +91-9761872650

    • Ability to add VAT to Retainer Invoices

      Hello, I've had a telephone conversation a month ago with Dinesh on this topic and my request to allow for the addition of VAT on Retainer Invoices.  It's currently not possible to add VAT to Retainer Invoices and it was mutually agreed that there is absolutely no reason why there shouldn't be, especially as TAX LAW makes VAT mandatory on each invoice in Europe!   So basically, what i'm saying is that if you don't allow us to add VAT to Retainer Invoices, than the whole Retainer Invoices becomes

    • [Free Webinar] Learning Table Series - Zoho Creator for Asset Management with AI Enhancements

      Hello Everyone! We’re excited to invite you to another edition of Learning Table Series, where we showcase how Zoho Creator empowers industries with innovative and automated solutions. Each month highlights a specific sector, and this time our focus is

    • Menu Building is completely broken

      I have been 3 hours, I have not been able to edit the menu. Either it is completely broken, very little intuitive or I do now know anything... There is no way to create a megamenu, no way to create a menu. Despite the fact I go to menu configurartion

    • Can you sell Subscriptions using Zoho Commerce?

      In addition to physical products and the apparently coming soon 'Digital Products', it is possible to sell Subscriptions using Zoho Commerce?

    • Kaizen #197: Frequently Asked Questions on GraphQL APIs

      🎊 Nearing 200th Kaizen Post – We want to hear from you! Do you have any questions, suggestions, or topics you would like us to cover in future posts? Your insights and suggestions help us shape future content and make this series better for everyone.

    • Multiple Languages for Product Names

      Hi, I use 2 languages: spanish and english. I want to have for every product a name in spanish and a name on english. I want to have to possibility of choosing one of these languages when making an invoice or a purchase order. Is there any way to do

    • Item with name in different languate

      Hello, is there a way to have an item with its name in different languages? For example: I sell an item in different markets and I'd like to have a Proposal and the Invoice with the Item Name in a specific language. Rino Bertolotto Zoho Specialist, STESA srl

    • Contacts with most tickets? Alarm for multiple tickets?

      Is it possible to see through the analytics/reports which contacts are creating the most tickets (not the most discussed ones)? Also, is there a way to set up a notification if a contact creates multiple tickets within a certain time frame?

    • Issue with Template Subject Line Format in Zoho CRM

      Hi Team, I’ve noticed that when I update the subject line of an email template in Zoho CRM, it sometimes appears in an incorrect format when used. Please see the attached screenshot for reference. Kindly look into this issue and fix this issue from backend

    • Two Data Labels in Bar Chart

      I need to create a bar chart that has both the SUM and COUNT. I've concatenated them into a formula but it converts it into a stacked bar / scattered chart. The bar chart is no longer accessible. Since i'm comparing YOY, it would be best to have it in

    • Disable field on subform row

      Hi, Is it currently possible to disable a row item on a subform? I was just trying to do something whereby until another value is entered the field is disable but for the deluge scripting interface threw up an error saying such a function is not supported on a subform. Thanks in advance for your help. Shaheed

    • Leads - Kanban view fit to screen

      Hey guys, I created a custom layout for my leads, staged by lead status. I have 10 types of status. In Kanban view I see only 4 columns/stages and need to scroll to the right to see the rest. Is there a way to make columns/stages be displayed all together?

    • Request to Differentiate Auto-Closed WhatsApp Conversations in SalesIQ

      Hi Zoho Support, I’d like to raise a request related to the way WhatsApp conversations are auto-closed in SalesIQ. Every Monday, our Sales team has to manually review each closed WhatsApp conversation from the weekend to identify which ones were automatically

    • Kanban View UI gets a revamp

      Hello everyone, In the coming week you will notice design related enhancements in Kanban View. The UI has been changed and a new option is introduced under Kanban View Settings that allows to change the color of the category headers.  Please, note that the functionality is not changed. These changes will not apply to the Activities and Visits modules. Here are the details of the changes: 1. The column widths have been fixed to 300 px. The records will have a box around them for clear distinction.

    • Can you stop Custom View Cadences from un-enrolling leads?

      I'm testing Cadences for lead nurture. I have set un-enroll properties to trigger on email bounce/unsubscribe, and do NOT have a view criteria un-enroll trigger. However, help documents say that emails are automatically un-enrolled from a Cadence when

    • Issue with Anchor Link on Zoho Landing Page (Mobile/Tablet View)

      Hi Team, I have created a landing page using Zoho Landing Page and added an anchor link to it. The anchor link is working fine on desktop view; however, it does not work properly on mobile or tablet view. I’ve tried debugging this issue in multiple ways,

    • Simplest way to convert XML to a map?

      I've reviewed the help info and some great posts on the forum here by Stephen Rhyne (srhyne). At the moment I'm using XPath to generate a list of xml nodes, iterating through that to fetch the field name/value pairs and adding them to a map (one map for each record in the data). I then convert the row map to a string and add it to a list. Here's the function: list xml.getRecordListFromXML(string xml_data, string ele_name) {     result = List();     // get list of record nodes     rec_list = input.xml_data.toXML().executeXPath("//"

    • Introducing Creator Simplified: An exclusive learning series to enhance your app development skills

      Hey Creators! Welcome to Zoho Creator's new learning series, Creator Simplified. In this series, we'll dive into real-world business use cases and explore how to translate your requirements into solutions in your Creator application. You can also expect

    • [Product update] Updated Data Synchronization Process for QuickBooks - Zoho Analytics Integration.

      Dear QuickBooks integration users, We’re making an important update in the way data is currently synced in your QuickBooks integration within Analytics workspace. What’s changing: Previously, with every data synchronization, Zoho Analytics used to fetch

    • Zoho CRM new calander format cannot strikethrough completed task

      Hi, Recently there is a new format for calendar within Zoho CRM However, found out that a completed task will not cross out or strikethrough like previous format. Without strikethrough, it will be difficult to identify which task is still in Open status.

    • How to edit form layout for extension

      I am working on extension development. I have created all the fields. I want to rearrange the layout in Sigma platform. But there is no layout module in Sigma. How can I achieve this for extensions other than Zet CLI and putting the fields into widget

    • Next Page