Extract
[...] There, the objective is clear: to sell. We want to attract attention to a product, trigger a purchase, or bring back a customer. It relies on advertising campaigns, promotions, direct marketing, or in-store actions. This type of communication is directly linked to sales cycles and market competitive dynamics. There is also internal communication, sometimes overlooked, but essential. It addresses employees, to inform, involve, and motivate them. This is what allows having aligned teams with the global strategy. Finally, we often distinguish the channels used: media communication (press, radio, TV, web) reaches a large audience, while non-media communication (event marketing, sponsorship, street marketing, etc.) is more targeted and often more creative. [...]
[...] And according to what we want to achieve, we do not use the same tools, nor the same codes. For example, when a company seeks to work on its brand image, without necessarily talking about a particular product, we speak of institutional communication. This is what we see in campaigns that highlight the company's values, its commitment to the environment, or its history. The idea is to build a solid, reassuring, and credible image. On the other hand, commercial communication is much more direct. [...]
[...] For example, a customer exposed to a radio advertisement can find the same message online, in an Instagram post, or via a newsletter. The goal is to create a controlled redundancy that reinforces memorization and engagement. However, multiplying channels without editorial coherence is equivalent to fragmenting the brand's discourse. It is therefore essential to ensure the unity of the message, both in terms of content and form. This requires a clear articulation between the supports, a fine segmentation of the audiences, and a rigorous follow-up of the performances through adapted indicators (reach, conversion rate, engagement . [...]
[...] It is based on a precise knowledge of the behavior of the targets, their environment, and their dominant emotions. It not only influences the purchasing intention, but also the general attitude towards the brand, creating an affective proximity difficult to achieve with traditional supports. Thus, in a landscape saturated with messages, guerrilla marketing appears as a agile, inventive and human response to the challenges of visibility and engagement. An approach that, although tactical, is increasingly inscribed in long-term brand strategies. [...]
[...] This already begins to question the strictly Cartesian postulates, opening the way for more nuanced and contextualized approaches, which will evolve towards the postmodern paradigm." 1.2 From Predictable Marketing to Uncertain Marketing: An Epistemological Transition For a long time, marketing has been based on a fairly simple idea: the consumer is rational, acts logically, and therefore, their behaviors can be anticipated. This model, derived from a Cartesian view of the world, has strongly influenced the first major marketing theories. We thought that with enough data, we could predict purchases, adjust campaigns, and control everything. However, this linear logic has quickly shown its limits. Societies have changed, behaviors too. [...]
