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Stratégie ou technologie? Que vend votre agence digitale?

Depuis prés de 2 ans que je suis à Havas Média, j'ai rencontré plusieurs fournisseurs de services web allant de la réalisation basique de sites web à des applications mobiles plus sophistiquées en passant par des applications Facebook et autres technologies à la mode.
Je suis exalté d'assister à l’émergence  d'un secteur tech  qui commence à être très dynamique au Sénégal et dont le marché commence maintenant à s'étendre à d'autres pays de la sous région. Cette profusion d'offres tire le marché vers le haut et crée des emplois qui absorbent directement beaucoup de jeunes diplômés. Dans cette effervescence technologique, je suis dans une position qui me permet d'avoir une vision complète de la demande d'un côté et de l'offre de l'autre. En effet, étant en contact direct avec des responsables marketing de diverses entreprises dont certaines sont des multinationales d'un côté et de jeunes agences offrant des services sur le digital de l'autre côté, j'arrive à voir les attentes des premiers et les solutions apportées par les seconds.

Et là le constat est cinglant. Il existe un gap sérieux entre les entreprises et les agences. Les entreprises expriment des besoins que les agences ne satisfont pas forcément. Le principal problème réside dans l'approche que les agences ont du Business en général. Bon nombre d'entre elles ont une empreinte très technologique dans leur ADN (le fondateur est souvent un informaticien de formation et l'équipe compte plus d'ingénieurs que d'autres profils). Les équipes s'éclatent en créant des applications très intéressantes que le monde corporate juge souvent futiles.

J'ai assisté à des démos fort intéressants tout en étant sûr que l'application ne trouvera aucun preneur. Si on est dans une perspective personnelle et ludique c'est bien mais si on veut gagner de l'argent avec son appli il faudra repasser.

Le problème : plus de technologies et moins de stratégies.

Le problème que j'ai identifié est que les jeunes pousses du web manquent souvent de stratèges et comblent cela en ne proposant que des technologies. Faire une application Facebook sympa c'est bien mais dire ce que cela va apporter à une entreprise c'est encore mieux. Et là réside les attentes des CEOs et responsables marketing. Ils veulent savoir le ROI d'une action sur le digital, ce que les agences ont du mal à dire aux clients. J'ai vu des credentials avec des descriptions  très détaillées d'offres technologiques mais le seul langage utilisé est très technique et peu accessible à des responsables qui sont souvent âgés et peu branchés tech.

A la fin c'est une accumulation de technologies qui est proposée alors que le client attend des réponses claires à une problématique Business: comment vendre en utilisant le canal digital, comment faire de la relation clientèle sur Internet etc.

Confondre stratégie social média et Facebook.

Les médias sociaux sont à la mode et leur succès croît avec le nombre d'agences qui proposent des services dessus. Mais là encore le problème est le même, je ne vois que des applications sur Facebook. Certes Facebook est populaire mais ce n'est juste qu'un canal média social et ne saurait donc en aucun cas être considéré comme une stratégie.
En vendant que des applis avec du Community Management on réduit drastiquement la valeur ajoutée d'une action sur les médias sociaux. Et on réduit avec la valeur perçue et du même coup le budget alloué à cette initiative. Je n'ai pas encore vu une agence qui a documenté un Social Média guideline pour son client, définir une présence multi-canal avec blogs, Twitter, Facebook, YouTube ou site communautaire pour son client.
Je n'ai pas non plus vu une agence liée la stratégie d'un client à des outcomes tels que ventes, leads generation sur une période plus longue qu'une simple campagne.
Quant aux métriques à suivre là je n'en parle même pas, tant cela semble loin des préoccupations.

En définitive, il faudra réconcilier les actions des agences et les attentes des entreprises si nous voulons assister au décollage d'un marché web très dynamique. Certes les talents et les compétences sont bien présents mais il faudra allier cela à une réflexion stratégique plus poussée pour intéresser les preneurs de décisions.
Si vous gérez aussi une agence digitale je vous invite à m'écrire pour discuter sur le sujet et partager des retours d’expériences.

Continuons la conversation sur Twitter.

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