{"id":6229,"date":"2016-05-04T11:18:54","date_gmt":"2016-05-04T10:18:54","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=6229"},"modified":"2017-03-24T15:32:59","modified_gmt":"2017-03-24T14:32:59","slug":"interview-laureen-hugel-chef-e-publicite-chez-love-intelligence","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/interviews\/interview-laureen-hugel-chef-e-publicite-chez-love-intelligence-2016-05-04","title":{"rendered":"Interview : Laureen Hugel, Chef e-publicit\u00e9 chez Love Intelligence"},"content":{"rendered":"<p>Dans le cadre de la r\u00e9daction du Guide des m\u00e9tiers du #Webmarketing VISIPLUS academy, nous avons donn\u00e9 la parole aux professionnels du secteur afin d\u2019acqu\u00e9rir une vision \u00e0 la fois globale et pr\u00e9cise de leur m\u00e9tier.<\/p>\n<p>Immersion le monde des Chefs e-Publicit\u00e9 avec Laureen Hugel en poste chez <a href=\"http:\/\/www.love-intelligence.fr\/\" target=\"_blank\">Love Intelligence<\/a>.<\/p>\n<p><strong>Pourriez-vous pr\u00e9senter et revenir bri\u00e8vement sur votre parcours professionnel ?<\/strong><\/p>\n<p><em>\u00ab Au milieu de mon cursus commenc\u00e9 \u00e0 Paris puis termin\u00e9 \u00e0 Lyon, j&rsquo;ai eu l\u2019opportunit\u00e9 d\u2019int\u00e9grer une agence de web-marketing \u00e0 Paris, dans laquelle j\u2019avais \u00e0 charge diff\u00e9rents comptes clients pour lesquels j\u2019\u00e9laborais et diffusais des campagnes e-mailing. Le but \u00e9tait d\u2019accroitre la visibilit\u00e9, la notori\u00e9t\u00e9 de la marque et apporter de nouveaux clients et\/ou prospects au moyen de tous les leviers que le web propose (display, e-mailing, liens sponso etc.) Pour une start-up, j\u2019ai d\u00e9velopp\u00e9 le portefeuille client et \u00e9labor\u00e9 leur strat\u00e9gie de communication sur internet. J\u2019ai continu\u00e9 dans cette lanc\u00e9e pour un annonceur dans le domaine du coaching amoureux baptis\u00e9 Love Intelligence. Ce m\u00e9tier m\u2019a attir\u00e9 parce qu\u2019il faut \u00eatre r\u00e9actif, avoir des id\u00e9es et aimer le challenge.\u00bb<\/em><\/p>\n<p><strong>Quelles sont les comp\u00e9tences et les qualit\u00e9s n\u00e9cessaires pour exercer ce m\u00e9tier ?<\/strong><\/p>\n<p><em>\u00ab Je dirais qu\u2019il faut avant tout comprendre tr\u00e8s vite les choses. Toujours se tenir au courant des \u00e9volutions des leviers d\u2019acquisition (e-mailing, r\u00e9seaux sociaux, vid\u00e9os, display etc..) mais aussi ce que font vos concurrents bien-s\u00fbr. Comment faire pour toujours optimiser au mieux ses actions d\u2019acquisition\u00a0 et de visibilit\u00e9. Il faut \u00eatre polyvalent, cr\u00e9atif et commercial en m\u00eame temps. Savoir n\u00e9gocier que ce soit avec les annonceurs ou les \u00e9diteurs. Il faut avoir des id\u00e9es, toujours\u2026\u00bb<\/em><\/p>\n<p><strong>Quelles sont les diff\u00e9rentes missions li\u00e9es \u00e0 votre travail ? Comment se d\u00e9roule une journ\u00e9e type ?<\/strong><\/p>\n<p><em>\u00ab Il y a \u00e9norm\u00e9ment de missions, surtout quand on travaille dans une petite structure, on est vite amen\u00e9 \u00e0 faire tout en m\u00eame temps. Mes principales missions aujourd\u2019hui sont de d\u00e9velopper la notori\u00e9t\u00e9 de mon client et de pouvoir lui apporter de nouveaux prospects de qualit\u00e9. De trouver de nouveaux \u00e9diteurs \u00e0 solliciter et d\u2019aider dans la conception de nouvelles cr\u00e9ations (e-mailing, landing, parcours CRM, etc..). Une journ\u00e9e type\u00a0? Le premier r\u00e9flexe est de regarder les statistiques des campagnes de publicit\u00e9 en cours, on essaie d\u2019optimiser au mieux. Ensuite j\u2019aime faire un \u00ab\u00a0tour de table\u00a0\u00bb avec mes \u00e9diteurs, conna\u00eetre leurs avis. Il n\u2019 y a pas vraiment de journ\u00e9e type, on fait en fonction des besoins et des objectifs fix\u00e9s avec le client.\u00bb<\/em><\/p>\n<p><strong>Que pr\u00e9f\u00e9rez-vous dans ce m\u00e9tier ?<\/strong><\/p>\n<p><em>\u00ab \u00catre \u00e0 la base de la cr\u00e9ation d&rsquo;une publicit\u00e9 qui fonctionne, qui rapporte de bons clients \u00e0 l\u2019annonceur est r\u00e9ellement gratifiant. Tout comme la gestion d&rsquo;une campagne avec laquelle on arrive \u00e0 avoir un investissement ma\u00eetris\u00e9 et si possible un ROI sur du court terme. \u00c7a ne peut pas \u00eatre toujours le cas car cela d\u00e9pend aussi beaucoup des secteurs\u00a0d\u2019activit\u00e9.\u00bb<\/em><\/p>\n<p><strong>Quelles sont les \u00e9volutions professionnelles possibles selon vous ? Est-il possible d\u2019\u00e9voluer vers d\u2019autres m\u00e9tiers ? Lesquels ?<\/strong><\/p>\n<p><em>\u00ab Aujourd\u2019hui le web-marketing est omnipr\u00e9sent, en faisant ce m\u00e9tier qui demande tellement de polyvalence et d\u2019id\u00e9es, on acquiert des capacit\u00e9s qui nous permettent d\u2019aller postuler pour un tout autre m\u00e9tier. S\u2019il on veut rester dans le web, on trouve facilement un autre m\u00e9tier et les \u00e9volutions se font rapidement, on a vite des responsabilit\u00e9s. Si on veut changer de milieu, les capacit\u00e9s de n\u00e9gociation acquises, l\u2019exp\u00e9rience marketing et cr\u00e9ative permettent de se valoriser aupr\u00e8s d\u2019autres secteurs.\u00bb<\/em><\/p>\n<p><strong>Quels conseils donneriez-vous aux personnes qui voudraient acc\u00e9der ce type de fonction ? (formation continue par exemple)<\/strong><\/p>\n<p><em>\u00ab Il faut apprendre \u00e0 faire plusieurs choses pour pouvoir rebondir. Un conseil\u00a0? Si vous travaillez dans le web marketing, essayez d\u2019acqu\u00e9rir de la technique (developpement, html, photoshop, etc..). C\u2019est toujours important de pouvoir se positionner techniquement.\u00bb<\/em><\/p>\n<p><strong>Que pensez-vous des formations qui existent dans ce domaine (formation initiale \/ formation continue) ?<\/strong><\/p>\n<p><em>\u00ab Je pense que \u00e7a donne de tr\u00e8s bonnes bases, mais comme tout, la pratique est beaucoup plus importante. Je n\u2019ai pas fait de formation dans ce milieu, j\u2019ai appris sur le tas avec des personnes comp\u00e9tentes qui ont su me faire confiance.\u00a0 Mais faire des formations pour se sp\u00e9cialiser dans une technique ou un logiciel est tr\u00e8s utile. Ensuite, l&rsquo;aspect commercial s\u2019acquiert avec la pratique.\u00bb<\/em><\/p>\n<p><strong>Enfin, quels mots cl\u00e9s choisiriez-vous pour d\u00e9crire votre m\u00e9tier ?<\/strong><\/p>\n<p>#R\u00e9activit\u00e9 #Cr\u00e9ativit\u00e9 #Curiosit\u00e9 #N\u00e9gociation<\/p>\n<p><span style=\"background-color: yellow;\">Pour en savoir plus sur le m\u00e9tier de chef e-publicit\u00e9 et les autres m\u00e9tiers du WebMarketing et de la Communication Digitale, t\u00e9l\u00e9chargez le guide des m\u00e9tiers du #WebMarketing VISIPLUS academy\u00a0!<\/span><\/p>\n<p align=\"center\">[button type=\u00a0\u00bbbd_button btn_large\u00a0\u00bb url=\u00a0\u00bbhttps:\/\/academy.visiplus.com\/guide-metiers-web.php\u00a0\u00bb target=\u00a0\u00bbon\u00a0\u00bb button_color_fon=\u00a0\u00bb#3fc2da\u00a0\u00bb button_text_color=\u00a0\u00bb#ffffff\u00a0\u00bb ]T\u00e9l\u00e9charger le Guide des M\u00e9tiers du Web[\/button]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans le cadre de la r\u00e9daction du Guide des m\u00e9tiers du #Webmarketing VISIPLUS academy, nous avons donn\u00e9 la parole aux professionnels du secteur afin d\u2019acqu\u00e9rir une vision \u00e0 la fois globale et pr\u00e9cise de leur&#8230;<\/p>\n","protected":false},"author":5,"featured_media":6262,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[566],"tags":[],"class_list":["post-6229","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - 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