{"id":1104,"date":"2020-03-16T08:13:21","date_gmt":"2020-03-16T04:13:21","guid":{"rendered":"https:\/\/studiok.re\/blog\/?p=1104"},"modified":"2020-03-16T08:13:21","modified_gmt":"2020-03-16T04:13:21","slug":"comprendre-le-marketing-automation-en-quelques-notions-cles","status":"publish","type":"post","link":"https:\/\/studiok.re\/blog\/2020\/03\/16\/comprendre-le-marketing-automation-en-quelques-notions-cles\/","title":{"rendered":"Comprendre le marketing automation en quelques notions-cl\u00e9s"},"content":{"rendered":"\n

Depuis 10 ans, fini le marketing transactionnel, place au marketing relationnel. L’inbound marketing est sur toutes les l\u00e8vres \u00e0 chaque r\u00e9union et depuis peu, le marketing automation s’immiscent dans les \u00e9changes. Et pour cause, c’est un outil puissant destin\u00e9 \u00e0 centraliser les actions marketing<\/strong>.<\/p>\n\n\n\n

Dans la vraie vie, parlez-vous de la m\u00eame mani\u00e8re \u00e0 votre voisine septuag\u00e9naire qu’\u00e0 votre ni\u00e8ce passionn\u00e9es de tutos de maquillage sur Youtube ? <\/h2>\n\n\n\n

La r\u00e9ponse est bien \u00e9videmment non. Et il en va de m\u00eame en inbound marketing. Aujourd’hui, le marketing de masse n’existe plus. Le d\u00e9veloppement d’une marque, d’une soci\u00e9t\u00e9 va se baser sur la cr\u00e9ation d’une multitude de contenus, destin\u00e9s \u00e0 un canal particulier, \u00e0 une cible d\u00e9finie pour se distinguer dans la jungle digitale. <\/p>\n\n\n\n

La cr\u00e9ation de contenus va permettre de se distinguer d’une autre marque, d’attirer des visiteurs, les nourrir, les convertir en leads, puis en clients<\/strong>. C’est le propre de l’inbound marketing et le marketing automation va venir simplifier tout \u00e7a. <\/p>\n\n\n\n

Apprendre \u00e0 connaitre ses prospects<\/h2>\n\n\n\n

Votre \u00e9quipe marketing ou votre agence digitale va \u00e9laborer des sc\u00e9narios automatis\u00e9s qui vont accompagner votre visiteur et le stimuler jusqu’\u00e0 l’achat en ligne<\/strong> (notion de lead nurturing<\/strong><\/em>). D’abord, il va lui proposer des contenus informatifs, insolites, humoristiques ou encore p\u00e9dagogiques tout au long de son exp\u00e9rience client<\/strong>. Il va ensuite le rassurer sur l’entreprise, le conforter dans son envie d’achat, pour apr\u00e8s le stimuler de nouveau, au meilleur moment, et conclure enfin l’achat. Le concept de lead scoring<\/strong><\/em> intervient alors, un principe d’attribution de points \u00e0 chaque action r\u00e9alis\u00e9e par les prospects.<\/p>\n\n\n\n

Des sc\u00e9narios automatis\u00e9s pour nourrir le lead au bon moment, sans \u00eatre intrusif<\/h2>\n\n\n\n

Vous l’avez compris, le marketing automation est une machine bien huil\u00e9e. On va utiliser diff\u00e9rents sc\u00e9narios – tactiques de marketing automation – pour d\u00e9velopper une relation de confiance sur le long terme. Au-del\u00e0 des pages de notre site web, des articles de blog, des publications sur les r\u00e9seaux sociaux, des vid\u00e9os diffus\u00e9es sur YouTube… Il y a tout ces m\u00e9canismes de contact (email, chatbot,…), de rappel (notifications, SMS,…), d’engagement (formulaire), de segmentation qui permettent d’am\u00e9liorer la connaissance du client pour l’entreprise et de lui proposer toujours un meilleur parcours utilisateur.<\/p>\n\n\n\n

\n

L’automatisation des relations permet d’augmenter de 10% le chiffre d’affaires en 6 \u00e0 9 mois<\/p>\nGartner Research<\/cite><\/blockquote>\n\n\n\n

Le marketing automation agit sur plusieurs leviers pour augmenter le chiffre d’affaires <\/strong>: r\u00e9cup\u00e9ration de paniers abandonn\u00e9s, cross-selling, fid\u00e9lisation, etc. Sur le m\u00eame principe, un grand nombre de t\u00e2ches \u00e0 faible valeur ajout\u00e9e peuvent \u00eatre automatis\u00e9es. La gestion des commandes, le premier contact avec le service client, les relances, obtenir un avis apr\u00e8s livraison… Les emails se d\u00e9clinent pour garder l’attention du client et lui faire vivre la meilleure exp\u00e9rience d’achat possible. <\/p>\n\n\n\n

Gardez ceci en t\u00eate, d’apr\u00e8s Salesforce, on a 20% de chances de vendre \u00e0 un prospect et 70% de chance de vendre \u00e0 un client ! Le marketing automation repose sur une relation de confiance <\/strong>entre la marque et le client. Satisfait, il deviendra peut-\u00eatre un ambassadeur de la marque. <\/p>\n\n\n

\n
\"Studio<\/a><\/figure>\n<\/div>","protected":false},"excerpt":{"rendered":"

Depuis 10 ans, fini le marketing transactionnel, place au marketing relationnel. L’inbound marketing est sur toutes les l\u00e8vres \u00e0 chaque r\u00e9union et depuis peu, le marketing automation s’immiscent dans les \u00e9changes. Et pour cause, c’est un outil puissant destin\u00e9 \u00e0 centraliser les actions marketing. Dans la vraie vie, parlez-vous de la m\u00eame mani\u00e8re \u00e0 votre […]<\/p>\n","protected":false},"author":22,"featured_media":1192,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-1104","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"yoast_head":"\nComprendre le marketing automation en quelques notions-cl\u00e9s - Studio K - Agence de communication digitale \u00e0 La R\u00e9union<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/studiok.re\/blog\/2020\/03\/16\/comprendre-le-marketing-automation-en-quelques-notions-cles\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comprendre le marketing automation en quelques notions-cl\u00e9s - Studio K - Agence de communication digitale \u00e0 La R\u00e9union\" \/>\n<meta property=\"og:description\" content=\"Depuis 10 ans, fini le marketing transactionnel, place au marketing relationnel. 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