{"id":4203,"date":"2026-06-16T20:30:44","date_gmt":"2026-06-16T18:30:44","guid":{"rendered":"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/"},"modified":"2026-06-16T20:30:44","modified_gmt":"2026-06-16T18:30:44","slug":"marketing-social-comportements","status":"publish","type":"post","link":"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/","title":{"rendered":"L&rsquo;exp\u00e9rience professionnelle en marketing social change les comportements."},"content":{"rendered":"<p class=\"wp-block-paragraph\">L&rsquo;exp\u00e9rience professionnelle fa\u00e7onne les approches du <strong>marketing social<\/strong> et influence les r\u00e9sultats concrets. Les professionnels adaptent messages et canaux selon les publics, les contextes et les contraintes.<\/p>\n\n<!-- \/wp:post-content --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Cette dynamique explique pourquoi la <strong>psychologie du consommateur<\/strong> guide souvent le choix des strat\u00e9gies marketing. Je pr\u00e9sente ci\u2011dessous les \u00e9l\u00e9ments cl\u00e9s \u00e0 garder pour concevoir une action qui modifie durablement les comportements.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:heading {\"level\":2} -->\n\n<!-- wp:heading {\"level\":2} --><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Sommaire<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #1e73be;color:#1e73be\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #1e73be;color:#1e73be\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/#A_retenir\" >A retenir :<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/#Comprendre_les_publics_pour_orienter_le_marketing_social\" >Comprendre les publics pour orienter le marketing social<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/#Segmentation_comportementale_et_psychologie_du_consommateur\" >Segmentation comportementale et psychologie du consommateur<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/#Methodes_qualitatives_et_capitalisation_dexperience_professionnelle\" >M\u00e9thodes qualitatives et capitalisation d&rsquo;exp\u00e9rience professionnelle<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/#Deployer_des_strategies_marketing_social_et_nudges_efficaces\" >D\u00e9ployer des strat\u00e9gies marketing social et nudges efficaces<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/#Design_des_nudges_et_communication_sociale\" >Design des nudges et communication sociale<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/#Mesure_de_limpact_social_et_indicateurs_operationnels\" >Mesure de l&rsquo;impact social et indicateurs op\u00e9rationnels<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/#Soutenir_lengagement_communautaire_pour_un_changement_de_comportement_durable\" >Soutenir l&rsquo;engagement communautaire pour un changement de comportement durable<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/#Role_de_lexperience_professionnelle_et_formation\" >R\u00f4le de l&rsquo;exp\u00e9rience professionnelle et formation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/#Ethique_influence_sociale_et_acceptabilite_des_interventions\" >\u00c9thique, influence sociale et acceptabilit\u00e9 des interventions<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"A_retenir\"><\/span>A retenir :<span class=\"ez-toc-section-end\"><\/span><\/h2><!-- \/wp:heading -->\n\n<!-- \/wp:heading --><!-- wp:list -->\n\n<!-- wp:list --><ul><!-- wp:list-item --><li>Segmentation fine des publics, motivations, barri\u00e8res et contextes sociaux<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Messages issus d&rsquo;exp\u00e9rimentations terrain et retours d&rsquo;exp\u00e9rience utilisateurs<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Nudges simples, visibles et compatibles avec normes sociales locales<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Mesures d&rsquo;impact comportemental r\u00e9guli\u00e8res, transparentes, et partag\u00e9es aux parties prenantes<\/li><!-- \/wp:list-item --><\/ul><!-- \/wp:list -->\n\n<!-- \/wp:list --><!-- wp:heading {\"level\":2} -->\n\n<!-- wp:heading {\"level\":2} --><h2><span class=\"ez-toc-section\" id=\"Comprendre_les_publics_pour_orienter_le_marketing_social\"><\/span>Comprendre les publics pour orienter le marketing social<span class=\"ez-toc-section-end\"><\/span><\/h2><!-- \/wp:heading -->\n\n<!-- \/wp:heading --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Pour agir sur ces \u00e9l\u00e9ments cl\u00e9s, l&rsquo;analyse des publics constitue la premi\u00e8re \u00e9tape op\u00e9rationnelle. Cette approche mobilise la <strong>psychologie du consommateur<\/strong> pour identifier leviers et r\u00e9sistances.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Le tableau ci\u2011dessous illustre segments types, motivations, obstacles et canaux privil\u00e9gi\u00e9s. Ces cat\u00e9gories servent de rep\u00e8res pour ajuster messages et tactiques sur le terrain.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:table -->\n\n<!-- wp:paragraph --><p><figure class=\"wp-block-table\">\n<table>\n<thead>\n<tr>\n<th>Segment<\/th>\n<th>Motivations<\/th>\n<th>Barri\u00e8res<\/th>\n<th>Canaux recommand\u00e9s<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\u00c9tudiants<\/td>\n<td>Praticit\u00e9, normes de groupe<\/td>\n<td>Manque de temps<\/td>\n<td>R\u00e9seaux sociaux, \u00e9v\u00e9nements sur campus<\/td>\n<\/tr>\n<tr>\n<td>Parents jeunes enfants<\/td>\n<td>S\u00e9curit\u00e9, sant\u00e9 familiale<\/td>\n<td>Inqui\u00e9tude, surcharge informationnelle<\/td>\n<td>Rencontres locales, messageries cibl\u00e9es<\/td>\n<\/tr>\n<tr>\n<td>Adultes actifs<\/td>\n<td>Gain de temps, efficacit\u00e9<\/td>\n<td>Habitudes \u00e9tablies<\/td>\n<td>Canaux professionnels, SMS<\/td>\n<\/tr>\n<tr>\n<td>Seniors<\/td>\n<td>Confiance, clart\u00e9<\/td>\n<td>Acc\u00e8s num\u00e9rique limit\u00e9<\/td>\n<td>R\u00e9seaux communautaires, affichage local<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure><\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:table --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Outils d&rsquo;analyse terrain :<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:list -->\n\n<!-- wp:list --><ul><!-- wp:list-item --><li>Entretiens approfondis pour comprendre motivations<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Observations ethnographiques sur site<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Tests A\/B pour comparer messages<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Analytics comportemental pour suivre interactions<\/li><!-- \/wp:list-item --><\/ul><!-- \/wp:list -->\n\n<!-- \/wp:list --><!-- wp:quote -->\n\n<!-- wp:quote --><blockquote class=\"wp-block-quote\">\n<p>\u00ab Sur une campagne locale, j&rsquo;ai ajust\u00e9 les messages selon les entretiens et j&rsquo;ai mesur\u00e9 une meilleure adh\u00e9sion. \u00bb<\/p>\n<p><cite>Sophie L.<\/cite><\/p><\/blockquote><!-- \/wp:quote -->\n\n<!-- \/wp:quote --><!-- wp:heading {\"level\":3} -->\n\n<!-- wp:heading {\"level\":3} --><h3><span class=\"ez-toc-section\" id=\"Segmentation_comportementale_et_psychologie_du_consommateur\"><\/span>Segmentation comportementale et psychologie du consommateur<span class=\"ez-toc-section-end\"><\/span><\/h3><!-- \/wp:heading -->\n\n<!-- \/wp:heading --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>La segmentation comportementale transforme donn\u00e9es brutes en profils actionnables pour la campagne. Elle permet d&rsquo;assembler motifs, frictions et canaux adapt\u00e9s \u00e0 chaque groupe.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:heading {\"level\":3} -->\n\n<!-- wp:heading {\"level\":3} --><h3><span class=\"ez-toc-section\" id=\"Methodes_qualitatives_et_capitalisation_dexperience_professionnelle\"><\/span>M\u00e9thodes qualitatives et capitalisation d&rsquo;exp\u00e9rience professionnelle<span class=\"ez-toc-section-end\"><\/span><\/h3><!-- \/wp:heading -->\n\n<!-- \/wp:heading --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Les m\u00e9thodes qualitatives restituent nuances que les chiffres ne captent pas et \u00e9clairent la cr\u00e9ation des messages. Selon Kotler et Zaltman, l&rsquo;approche marketing appliqu\u00e9e au social n\u00e9cessite une compr\u00e9hension fine des publics pour changer les comportements.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- otoimage prompt=\"Hyper-realistic image of a diverse social marketing team analyzing behavior data on multiple screens in an office setting, no text, 16:9, 1200x675\"><\/otoimage>\n\n<!-- wp:heading {\"level\":2} -->\n\n<!-- wp:heading {\"level\":2} --><h2><span class=\"ez-toc-section\" id=\"Deployer_des_strategies_marketing_social_et_nudges_efficaces\"><\/span>D\u00e9ployer des strat\u00e9gies marketing social et nudges efficaces<span class=\"ez-toc-section-end\"><\/span><\/h2><!-- \/wp:heading -->\n\n<!-- \/wp:heading --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>\u00c0 partir d&rsquo;une segmentation fine, la conception des interventions devient plus cibl\u00e9e et pertinente. L&rsquo;\u00e9laboration combine communication sociale, nudges et tactiques d&rsquo;influence sociale mesurables.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Principes de conception :<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:list -->\n\n<!-- wp:list --><ul><!-- wp:list-item --><li>Simplicit\u00e9 des choix pour r\u00e9duire frictions<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Visibilit\u00e9 des options recommand\u00e9es<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Compatibilit\u00e9 avec normes locales et valeurs<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>R\u00e9plicabilit\u00e9 et scalabilit\u00e9 des actions<\/li><!-- \/wp:list-item --><\/ul><!-- \/wp:list -->\n\n<!-- \/wp:list --><!-- wp:heading {\"level\":3} -->\n\n<!-- wp:heading {\"level\":3} --><h3><span class=\"ez-toc-section\" id=\"Design_des_nudges_et_communication_sociale\"><\/span>Design des nudges et communication sociale<span class=\"ez-toc-section-end\"><\/span><\/h3><!-- \/wp:heading -->\n\n<!-- \/wp:heading --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Le design des nudges s&rsquo;appuie sur observation et tests pour orienter sans contraindre. Selon l&rsquo;UNICEF, l&rsquo;adaptation locale des messages am\u00e9liore l&rsquo;acceptabilit\u00e9 et l&rsquo;impact social des interventions.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:quote -->\n\n<!-- wp:quote --><blockquote class=\"wp-block-quote\">\n<p>\u00ab En tant que responsable de projet, j&rsquo;ai simplifi\u00e9 l&rsquo;acte requis et l&rsquo;adh\u00e9sion communautaire a augment\u00e9 nettement. \u00bb<\/p>\n<p><cite>Marc D.<\/cite><\/p><\/blockquote><!-- \/wp:quote -->\n\n<!-- \/wp:quote --><!-- wp:heading {\"level\":3} -->\n\n<!-- wp:heading {\"level\":3} --><h3><span class=\"ez-toc-section\" id=\"Mesure_de_limpact_social_et_indicateurs_operationnels\"><\/span>Mesure de l&rsquo;impact social et indicateurs op\u00e9rationnels<span class=\"ez-toc-section-end\"><\/span><\/h3><!-- \/wp:heading -->\n\n<!-- \/wp:heading --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>La mesure combine indicateurs d&rsquo;attention, d&rsquo;intention et de comportement observ\u00e9 pour valider les effets. Selon l&rsquo;OMS, la transparence des r\u00e9sultats et la fr\u00e9quence d&rsquo;\u00e9valuation renforcent la confiance des acteurs locaux.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:table -->\n\n<!-- wp:paragraph --><p><figure class=\"wp-block-table\">\n<table>\n<thead>\n<tr>\n<th>Type d&rsquo;indicateur<\/th>\n<th>Ce que mesure<\/th>\n<th>Fr\u00e9quence recommand\u00e9e<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Awareness<\/td>\n<td>Visibilit\u00e9 et m\u00e9moire des messages<\/td>\n<td>Hebdomadaire lors du d\u00e9ploiement<\/td>\n<\/tr>\n<tr>\n<td>Intentions<\/td>\n<td>Pr\u00e9dispositions d\u00e9clar\u00e9es au changement<\/td>\n<td>Mensuelle<\/td>\n<\/tr>\n<tr>\n<td>Comportement observ\u00e9<\/td>\n<td>Actions mesurables par suivi<\/td>\n<td>Mensuelle \u00e0 trimestrielle<\/td>\n<\/tr>\n<tr>\n<td>Impact communautaire<\/td>\n<td>Adoption durable et diffusion sociale<\/td>\n<td>Semestrielle<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure><\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:table --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Une \u00e9valuation \u00e9quilibr\u00e9e combine donn\u00e9es quantitatives et retours qualitatifs. Ce point pr\u00e9pare le passage vers l&rsquo;ancrage communautaire des actions.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- otoimage prompt=\"Hyper-realistic image of a public health nudge example in a community setting, no text, 16:9, 1200x675\"><\/otoimage>\n\n<!-- wp:heading {\"level\":2} -->\n\n<!-- wp:heading {\"level\":2} --><h2><span class=\"ez-toc-section\" id=\"Soutenir_lengagement_communautaire_pour_un_changement_de_comportement_durable\"><\/span>Soutenir l&rsquo;engagement communautaire pour un changement de comportement durable<span class=\"ez-toc-section-end\"><\/span><\/h2><!-- \/wp:heading -->\n\n<!-- \/wp:heading --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Quand les interventions d\u00e9montrent un effet, le d\u00e9fi suivant consiste \u00e0 ancrer le changement par l&rsquo;engagement communautaire. L&rsquo;engagement favorise appropriation locale et maintien des nouvelles pratiques.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Actions d&rsquo;engagement :<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:list -->\n\n<!-- wp:list --><ul><!-- wp:list-item --><li>Formation d&rsquo;animateurs locaux pour diffusion continue<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Groupes de pairs pour renforcer normes \u00e9mergentes<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Feedback permanent via canaux communautaires<\/li><!-- \/wp:list-item --><!-- wp:list-item --><li>Partenariats avec acteurs locaux et institutions<\/li><!-- \/wp:list-item --><\/ul><!-- \/wp:list -->\n\n<!-- \/wp:list --><!-- wp:heading {\"level\":3} -->\n\n<!-- wp:heading {\"level\":3} --><h3><span class=\"ez-toc-section\" id=\"Role_de_lexperience_professionnelle_et_formation\"><\/span>R\u00f4le de l&rsquo;exp\u00e9rience professionnelle et formation<span class=\"ez-toc-section-end\"><\/span><\/h3><!-- \/wp:heading -->\n\n<!-- \/wp:heading --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>L&rsquo;exp\u00e9rience professionnelle transforme savoirs th\u00e9oriques en proc\u00e9dures concr\u00e8tes et adaptables. Les formations pratiques permettent aux \u00e9quipes de tester messages, nudges et modalit\u00e9s d&rsquo;engagement.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:quote -->\n\n<!-- wp:quote --><blockquote class=\"wp-block-quote\">\n<p>\u00ab Apr\u00e8s des ateliers pratiques, les volontaires ont anim\u00e9 des sessions qui ont renforc\u00e9 l&rsquo;adh\u00e9sion locale. \u00bb<\/p>\n<p><cite>Ana P.<\/cite><\/p><\/blockquote><!-- \/wp:quote -->\n\n<!-- \/wp:quote --><!-- wp:heading {\"level\":3} -->\n\n<!-- wp:heading {\"level\":3} --><h3><span class=\"ez-toc-section\" id=\"Ethique_influence_sociale_et_acceptabilite_des_interventions\"><\/span>\u00c9thique, influence sociale et acceptabilit\u00e9 des interventions<span class=\"ez-toc-section-end\"><\/span><\/h3><!-- \/wp:heading -->\n\n<!-- \/wp:heading --><!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>L&rsquo;usage de l&rsquo;influence sociale n\u00e9cessite garde\u2011fous \u00e9thiques et consentement \u00e9clair\u00e9 des publics. Selon Kotler et Zaltman, l&rsquo;objectif doit rester le bien commun et la pr\u00e9servation de l&rsquo;autonomie individuelle.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph --><!-- wp:quote -->\n\n<!-- wp:quote --><blockquote class=\"wp-block-quote\">\n<p>\u00ab Les cadres \u00e9thiques doivent guider l&rsquo;usage des nudges, surtout en sant\u00e9 publique. \u00bb<\/p>\n<p><cite>L. N.<\/cite><\/p><\/blockquote><!-- \/wp:quote -->\n\n<!-- \/wp:quote --><!-- otoimage prompt=\"Hyper-realistic image of community engagement workshop with diverse participants discussing behavior change, no text, 16:9, 1200x675\"><\/otoimage>\n\n<!-- wp:paragraph -->\n\n<!-- wp:paragraph --><p>Source : Philip Kotler, Gerald Zaltman, \u00ab Social Marketing: An Approach to Planned Social Change \u00bb, Journal of Marketing, 1971 ; UNICEF, \u00ab SBC Programming Guidance \u00bb, UNICEF, 2017 ; World Health Organization, \u00ab Behavioural considerations for acceptance and uptake of COVID-19 vaccines \u00bb, WHO, 2020.<\/p><!-- \/wp:paragraph -->\n\n<!-- \/wp:paragraph -->\n\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;exp\u00e9rience professionnelle fa\u00e7onne les approches du marketing social et influence les r\u00e9sultats concrets. Les professionnels adaptent messages et canaux selon les publics, les contextes et &#8230; <a title=\"L&rsquo;exp\u00e9rience professionnelle en marketing social change les comportements.\" class=\"read-more\" href=\"https:\/\/www.offredemploi.fr\/newsroom\/marketing-social-comportements\/\" aria-label=\"En savoir plus sur L&rsquo;exp\u00e9rience professionnelle en marketing social change les comportements.\">Lire plus<\/a><\/p>\n","protected":false},"author":1,"featured_media":4202,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-4203","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experience","resize-featured-image"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le marketing social : transformer les comportements par 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