Interview with Jean Baptiste Gouin, CEO of talenco, in the Express of December 9, 2015
Digital marketing marks the end of yesterday’s «product push» logic. Jean-Baptiste Gouin, founder of talenco, a specialist in training on the impacts of digital, discusses this revolution that affects both business processes and skills.
The Mercator is dead!
What are the major disruptions caused by digital transformation? Jean-Baptiste Gouin: It has led to a real revolution in customer behavior and their purchasing journeys, which have become extremely complex. More than 80% of customers go online before visiting a point of sale. The entire challenge for the company now is to be present throughout this entire buying journey with the right message at the right time and on the right channel.» Marketing is therefore one of the functions most affected by this revolution? J.-B. G. : « Absolutely. Digital marketing today requires the deployment of targeted marketing, far from the Mercator model. Consequently, skills must evolve and Marketing teams must now master all digital channels and all techniques for acquiring and converting traffic in order to implement an efficient cross-channel strategy.»
New skills that will become serious criteria for employability in the future? J.-B. G. : «It is indisputable. That is why we have developed a certification cycle for digital marketing managers in partnership with the Institut de l’Internet." and the Multimedia Institute (IIM – Pôle Léonard de Vinci). A real response to this need for skills validation identified among companies. For 2016, we are launching another dedicated certification cycle with the IAE Paris Panthéon Sorbonne, this time focusing on the Digital Communications Manager. »
