{"id":2064,"date":"2017-01-31T12:49:14","date_gmt":"2017-01-31T17:49:14","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/"},"modified":"2017-11-03T09:08:16","modified_gmt":"2017-11-03T13:08:16","slug":"comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/","title":{"rendered":"Comment cr\u00e9er des cheminements con\u00e7us pour attirer de nouveaux clients"},"content":{"rendered":"<figure id=\"attachment_9268\" aria-describedby=\"caption-attachment-9268\" style=\"width: 175px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2015\/07\/jen-evans.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2015\/07\/jen-evans.jpg\" alt=\"Jen Evans\" width=\"175\" height=\"200\" class=\"size-full wp-image-9268\" \/><\/a><figcaption id=\"caption-attachment-9268\" class=\"wp-caption-text\">Jen Evans<\/figcaption><\/figure>\n<p>L\u2019\u00e9quipe de la firme Terminus expliquent et font la promotion du marketing par projet au moyen d\u2019un concept qu\u2019ils appellent \u00ab <a href=\"http:\/\/flipmyfunnel.com\/\" target=\"_blank\">Flip my funnel<\/a> \u00bb, litt\u00e9ralement \u00ab renverser l\u2019entonnoir \u00bb. L\u2019image est s\u00e9duisante : elle red\u00e9finit la g\u00e9n\u00e9ration des occasions d\u2019attirer les clients potentiels. Au lieu de partir dans tous les sens, on apprend plut\u00f4t \u00e0 choisir ses cibles, ses r\u00e9gions et \u00e0 concentrer ses efforts.<\/p>\n<p>L\u2019\u00e9quipe des services de donn\u00e9es de squeezeCMM s\u2019appr\u00eate pour sa part \u00e0 appliquer la m\u00eame technique au processus d\u2019achat, un sujet populaire mais plut\u00f4t insatisfaisant en bout de ligne. Nos donn\u00e9es r\u00e9v\u00e8lent que :<!--more--><\/p>\n<ul>\n<li>Ce processus est plus une question de recherche que d\u2019achat \u00e0 proprement dit. C\u2019est d\u2019ailleurs l\u2019\u00e9tape que le contenu peut influencer.<\/li>\n<li>Le processus n\u2019est pas unique.<\/li>\n<li>Il ne constitue pas un cheminement, mais plut\u00f4t une \u00e9tape dans une aventure \u00e9pique.<\/li>\n<li>On peut avoir de la difficult\u00e9 \u00e0 faire la diff\u00e9rence entre comportement al\u00e9atoire et comportement organis\u00e9.<\/li>\n<\/ul>\n<p>Avant qu\u2019une personne ne soit pr\u00eatre \u00e0 s\u2019engager, on note trois \u00e9tapes distinctes :<\/p>\n<blockquote><p>La prise de conscience<\/p><\/blockquote>\n<blockquote><p>L\u2019int\u00e9r\u00eat<\/p><\/blockquote>\n<blockquote><p>L\u2019intention<\/p><\/blockquote>\n<p>Cr\u00e9er un contenu th\u00e9matique intentionnel, \u00e0 valeur ajout\u00e9e et de plus en plus utile faisant partie de ce que l\u2019on appelle une trame ou une cha\u00eene de contenus (un peu comme des connexions en s\u00e9rie) permet d\u2019obtenir des r\u00e9sultats int\u00e9ressants :<\/p>\n<p>Le <em>client<\/em> obtient une valeur utilitaire, et l\u2019impression d\u2019\u00eatre compris en raison du contenu cibl\u00e9 et pertinent qu\u2019on lui pr\u00e9sente.<\/p>\n<p><em>L\u2019annonceur<\/em> retire une meilleure compr\u00e9hension de sa client\u00e8le \u00e0 partir de la fa\u00e7on dont elle consulte ses contenus selon les formats, les sujets et la dur\u00e9e.<br \/>\n<em><br \/>\nL\u2019analyste des donn\u00e9es<\/em> obtient un nouvel ensemble de donn\u00e9es contextuelles et une cartographie de la recherche men\u00e9e par le consommateur, par rapport \u00e0 des donn\u00e9es non contextuelles.<\/p>\n<p>Alors, \u00e0 quoi cette trame de contenu sur demande peut-elle ressembler ?<\/p>\n<ul>\n<li>C\u2019est un cheminement ouvert<\/li>\n<li>Il peut comporter des choix ou \u00eatre tr\u00e8s lin\u00e9aire<\/li>\n<li>Il m\u00e8ne \u00e0 un portail d\u2019achat au lieu de partir d\u2019un tel portail<\/li>\n<li>Les boutons incitatifs constituent les liens internes des contenus, on doit donc les optimiser.<\/li>\n<\/ul>\n<p>Voici un exemple de trame de contenu :<\/p>\n<p>On d\u00e9veloppe un nouveau contenu : une nouvelle recherche sur l\u2019exp\u00e9rience client et des annonces Facebook.<\/p>\n<p>Un tweet faisant la promotion de ce nouveau contenue pourrait se lire ainsi : Nouvelle \u00e9tudes. Saviez-vous que l\u2019exp\u00e9rience client sur Facebook est 39 % plus efficace que dans XYZ?<br \/>\nCelui-m\u00e8ne \u00e0 un article de 500 \u00e0 800 mots comportant des boutons incitant le t\u00e9l\u00e9chargement du document complet d\u2019une quinzaine de pages. <\/p>\n<p>Dans ce document complet, on trouve des boutons incitant le lecteur \u00e0 participer \u00e0 un webinaire, \u00e0 \u00e9valuer le document, \u00e0 parler \u00e0 un repr\u00e9sentant ou \u00e0 s\u2019abonner \u00e0 un bulletin p\u00e9riodique.<br \/>\nOn a aussi observ\u00e9 de la consommation en rafale, des campagnes de partage par courriel ou dans les r\u00e9seaux sociaux etc.<\/p>\n<p>Le marketing sur demande peut prendre plusieurs formes, mais il s\u2019av\u00e8re plus efficace quand il s\u2019inscrit dans un cheminement entre contenus apparent\u00e9s de plus en plus complexes. Une telle approche peut aider les annonceurs \u00e0 rep\u00e9rer l\u2019\u00e9tat d\u2019esprit le plus \u00e9ph\u00e9m\u00e8re, mais le plus important du consommateur : l\u2019intention.<\/p>\n<p><em>Jen Evans est strat\u00e8ge dans le domaine des communications d\u2019entreprise \u00e0 entreprise et cofondatrice de <a href=\"http:\/\/www.squeezecmm.com\/\" target=\"_blank\">squeezeCMM<\/a>, Digital Fieldwork B2B News Network, The Bot Registry et Sequentia Group. Auparavant, elle a \u00e9t\u00e9 pr\u00e9sidente du conseil d\u2019administration de l\u2019Association canadienne des technologies de l\u2019information et chroniqueuse des technologies du Globe and Mail. Elle a figur\u00e9 deux ann\u00e9es de suite sur le r\u00e9pertoire \u00ab Canada\u2019s Profit Hot 50 \u00bb et se d\u00e9crit comme curieuse des technologies marketing.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019\u00e9quipe de la firme Terminus expliquent et font la promotion du marketing par projet au moyen d\u2019un concept qu\u2019ils appellent \u00ab Flip my funnel \u00bb, litt\u00e9ralement \u00ab renverser l\u2019entonnoir \u00bb. L\u2019image est s\u00e9duisante : elle red\u00e9finit la g\u00e9n\u00e9ration des occasions d\u2019attirer les clients potentiels. Au lieu de partir dans tous les sens, on apprend plut\u00f4t [&hellip;]<\/p>\n","protected":false},"author":36,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[301],"tags":[369,370,371,372,373],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment cr\u00e9er des cheminements con\u00e7us pour attirer de nouveaux clients - Association canadienne des annonceurs<\/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:\/\/acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment cr\u00e9er des cheminements con\u00e7us pour attirer de nouveaux clients - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"L\u2019\u00e9quipe de la firme Terminus expliquent et font la promotion du marketing par projet au moyen d\u2019un concept qu\u2019ils appellent \u00ab Flip my funnel \u00bb, litt\u00e9ralement \u00ab renverser l\u2019entonnoir \u00bb. L\u2019image est s\u00e9duisante : elle red\u00e9finit la g\u00e9n\u00e9ration des occasions d\u2019attirer les clients potentiels. Au lieu de partir dans tous les sens, on apprend plut\u00f4t [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/\" \/>\n<meta property=\"og:site_name\" content=\"Association canadienne des annonceurs\" \/>\n<meta property=\"article:published_time\" content=\"2017-01-31T17:49:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-11-03T13:08:16+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2015\/07\/jen-evans.jpg\" \/>\n<meta name=\"author\" content=\"jenevansfr\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"jenevansfr\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/\"},\"author\":{\"name\":\"jenevansfr\",\"@id\":\"https:\/\/acaweb.ca\/fr\/#\/schema\/person\/1b7e214f456ff8ab0f05dc257e8410b9\"},\"headline\":\"Comment cr\u00e9er des cheminements con\u00e7us pour attirer de nouveaux clients\",\"datePublished\":\"2017-01-31T17:49:14+00:00\",\"dateModified\":\"2017-11-03T13:08:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/\"},\"wordCount\":674,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2015\/07\/jen-evans.jpg\",\"keywords\":[\"entonnoir d\u2019achat\",\"Flip my funnel\",\"processus d\u00e9cisionnel\",\"SqueezeCMM\",\"Teminus\"],\"articleSection\":[\"Marketing num\u00e9rique\"],\"inLanguage\":\"fr-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/\",\"url\":\"https:\/\/acaweb.ca\/fr\/2017\/comment-creer-des-cheminements-concus-pour-attirer-de-nouveaux-clients\/\",\"name\":\"Comment cr\u00e9er des cheminements con\u00e7us pour attirer de nouveaux clients - 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