Metspacer Spotlight a eu le plaisir de s’entretenir avec Mark Goren, fondateur de 10|20 Marketing. Mark a commencé à suivre la voie du marketing lorsqu’il a fréquenté l’Université Concordia, ici à Montréal. Puis, désireux d’améliorer ses compétences, il a obtenu un certificat d’études supérieures en rédaction au Humber College de Toronto. Pendant ses études, Mark a suivi une formation de rédacteur tout en acquérant une expérience pratique et théorique dans le domaine de la publicité.
Après avoir travaillé dans des agences à Toronto, Ottawa et Montréal pendant les quelque dix premières années de sa carrière, Mark s’est aventuré à s’établir dans la recherche et l’analyse des médias sociaux, puis a lancé 10|20 Marketing quelques années plus tard. Mark explique : « J’ai commencé par me concentrer sur les études de marché en utilisant des plateformes d’écoute des médias sociaux et en fournissant des services de conseil pour aider les marques à savoir ce que le public dit d’elles. Le fait de fournir ces services et de rédiger des rapports m’a amené à travailler avec certaines grandes entreprises, comme Ford Canada et Air Transat. Depuis, j’ai commencé à utiliser une autre plateforme qui a aidé de plus petites entreprises à obtenir l’avis des consommateurs par le biais d’avis en ligne. »
Fort de deux décennies d’expérience, Mark reste convaincu que les principes fondamentaux de la publicité restent inchangés, alors que les mécanismes de diffusion et les possibilités de contenu ont évolué. « Auparavant, dans la publicité, les marques se concentraient sur le slogan, quels mots enthousiasmaient le public ? Quelle disposition du design attirait le plus le consommateur ? Aujourd’hui, les moyens par lesquels nous envoyons des messages pour communiquer avec les consommateurs sont plus dispersés. Par conséquent, les consommateurs ont plus de pouvoir pour accepter ou rejeter les messages que les marques tentent de faire passer. »
Le public a plus de pouvoir. La création de créateurs de contenu et d’influenceurs a explosé à elle seule au cours de la dernière décennie. Rien qu’en 2017, 12,9 millions de marques ont sponsorisé des posts d’influenceurs. Par conséquent, le marketing et la publicité ont changé, et 10|20 Marketing s’y est adapté.
« En fin de compte, la chose à laquelle les gens font le plus confiance, c’est lorsqu’ils voient des personnes comme eux approuver un produit ou une entreprise. Le consommateur veut savoir que le produit qu’il va utiliser tient ses promesses. Notre travail consiste à aider les entreprises à comprendre le pouvoir de la voix individuelle. Tout d’abord, nous faisons en sorte qu’elles soient trouvées en ligne, puis nous nous efforçons de convertir davantage de personnes en fonction de ce qu’elles trouvent. Et souvent, cela commence par l’écoute de ce que les gens disent de votre entreprise. »
Lorsqu’il s’agit de travailler dans les bureaux de Metspace West Island, où Mark loue un espace de bureau fermé, il déclare : « J’aime pouvoir sortir de chez moi et avoir un endroit privé où je peux venir travailler. J’apprécie l’équipe et le sentiment de camaraderie et de famille que Cat, Paolo et le personnel ont construit. Je commence à connaître un peu mieux les autres membres, et j’utilise même certains de leurs services. J’aime le fait que je puisse maintenant me débrouiller seul, mais pas tout seul. »
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