{"id":16871,"date":"2020-07-20T15:26:38","date_gmt":"2020-07-20T13:26:38","guid":{"rendered":"https:\/\/sendapp.live\/?p=16871"},"modified":"2020-07-20T15:26:38","modified_gmt":"2020-07-20T13:26:38","slug":"comprehension-et-maitrise-du-marketing","status":"publish","type":"post","link":"https:\/\/sendapp.live\/fr\/2020\/07\/20\/comprensione-e-padronanza-del-marketing\/","title":{"rendered":"Compr\u00e9hension et ma\u00eetrise du marketing"},"content":{"rendered":"<section id=\"blog-text-2\" class=\"block blog-text\">\n<div class=\"text-wrapper boot\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"col-22 col-md-20 col-lg-15\">\n<p><em><span>En quelques ann\u00e9es seulement, le march\u00e9 de la messagerie a radicalement chang\u00e9. Nous sommes pass\u00e9s d\u2019un canal SMS dominant \u00e0 un tr\u00e8s grand nombre d\u2019applications de messagerie proposant des conversations complexes g\u00e9r\u00e9es par des chatbots, capables d\u2019interagir naturellement avec les gens. Aujourd\u2019hui, comprendre le marketing interactif conversationnel est une priorit\u00e9.<\/span><\/em><\/p>\n<p><span>En cons\u00e9quence, les m\u00e9thodes de communication des particuliers et des entreprises ont consid\u00e9rablement \u00e9volu\u00e9. Offre\u00a0\u00a0<\/span><strong><span>une plus grande fonctionnalit\u00e9<\/span><\/strong><span>\u00a0\u00a0Et\u00a0\u00a0<\/span><strong><span>interfaces simples<\/span><\/strong><span>\u00a0, les applications de messagerie ont r\u00e9ussi \u00e0 conqu\u00e9rir une grande partie du march\u00e9 de la messagerie mobile priv\u00e9e.<\/span><\/p>\n<p><span>Avec un\u00a0\u00a0<\/span><strong><span>394% augmentation du temps pass\u00e9 sur les applications de messagerie<\/span><\/strong><span>\u00a0\u00a0entre 2016 et 2017, les applications ont remis le march\u00e9 de la messagerie sur le devant de la sc\u00e8ne. Voici les trois services qui se d\u00e9marquent :<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section id=\"blog-bullets-numbers-3\" class=\"block blog-bullets-numbers\">\n<div class=\"bullnum-wrapper boot\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"col-22 col-md-20 col-lg-15\">\n<ul>\n<li><span>RCS ou Rich Communication Services. Pr\u00e9sent\u00e9 comme une \u00e9volution du canal SMS et port\u00e9 conjointement par Google et les op\u00e9rateurs de t\u00e9l\u00e9communications, RCS a de fortes chances d&#039;\u00eatre la messagerie du futur.<\/span><\/li>\n<li><span>Facebook Messenger, qui a ouvert son API en 2016 et constitue aujourd&#039;hui un canal pionnier, stable et efficace<\/span><\/li>\n<li><span>WhatsApp, dont l&#039;API s&#039;ouvre progressivement aux marques, lancera les premi\u00e8res interconnexions en 2019<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section id=\"blog-text-4\" class=\"block blog-text\">\n<div class=\"text-wrapper boot\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"col-22 col-md-20 col-lg-15\">\n<p><span>Il ne s\u2019agit cependant pas d\u2019un march\u00e9 \u00ab stable \u00bb et de nombreux acteurs cohabitent dans ce secteur :<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section id=\"blog-bullets-numbers-5\" class=\"block blog-bullets-numbers\">\n<div class=\"bullnum-wrapper boot\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"col-22 col-md-20 col-lg-15\">\n<ul>\n<li><span>Business Chat, la r\u00e9ponse d&#039;Apple \u00e0 ces applications de messagerie, mais actuellement complexe \u00e0 mettre en \u0153uvre<\/span><\/li>\n<li><span>WeChat, un tr\u00e8s gros acteur mais principalement pour le march\u00e9 chinois<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section id=\"blog-text-6\" class=\"block blog-text\">\n<div class=\"text-wrapper boot\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"col-22 col-md-20 col-lg-15\">\n<p><span>Avec cette croissance rapide, une nouvelle fa\u00e7on de g\u00e9rer la relation client a \u00e9merg\u00e9 :\u00a0\u00a0<\/span><strong><span><a href=\"https:\/\/sendapp.live\/fr\/2020\/05\/07\/comment-configurer-reponse-automatique-pour-whatsapp\/\" target=\"_blank\" rel=\"noopener noreferrer\">chatbots<\/a> et interfaces conversationnelles<\/span><\/strong><span>\u00a0. Mais si l\u2019\u00e9mergence de ces agents conversationnels a \u00e9t\u00e9 si rapide, c\u2019est aussi gr\u00e2ce \u00e0 une\u00a0\u00a0<\/span><strong><span>situation \u00e9conomique plus que favorable<\/span><\/strong><span>\u00a0.<\/span><\/p>\n<h2><strong><span>Nouveaux usages mobiles<\/span><\/strong><\/h2>\n<p><span>Au fil des ann\u00e9es, le smartphone s\u2019est impos\u00e9 comme l\u2019\u00e9cran d\u2019affichage principal (devant l\u2019ordinateur et la tablette). Ce changement profond a commenc\u00e9 en 2007 lorsque les smartphones ont vu leur autonomie augmenter et leurs \u00e9crans changer. Plus grands et plus tactiles, leurs usages \u00e9voluent. Le nombre de s\u00e9ances par jour explose,\u00a0\u00a0<\/span><strong><span>environ 150<\/span><\/strong><span>\u00a0, mais les niveaux d\u2019attention diminuent. A raison de 70 secondes en moyenne par s\u00e9ance, il est d\u00e9sormais indispensable\u00a0\u00a0<\/span><strong><span>capter l\u2019attention des utilisateurs d\u00e8s le premier instant.<\/span><\/strong><\/p>\n<p><span>Et dans ce contexte, un format se d\u00e9marque de tous les autres :\u00a0\u00a0<\/span><strong><span>le chatbot.<\/span><\/strong><\/p>\n<p><span>Existant quasiment depuis le d\u00e9but de l\u2019\u00e8re informatique, ils se sont illustr\u00e9s et sont devenus un canal incontournable du marketing avec les applications de messagerie.\u00a0<\/span><strong><span>Rapide et disponible 24h\/24<\/span><\/strong><span>\u00a0, ils permettent de cr\u00e9er\u00a0\u00a0<\/span><strong><span>des conversations engageantes et personnalis\u00e9es<\/span><\/strong><span>\u00a0. Une conversation moyenne dure environ\u00a0\u00a0<\/span><strong><span>120 secondes, pendant lesquelles 20 messages en moyenne sont \u00e9chang\u00e9s<\/span><\/strong><span>\u00a0. Aucun autre format ne peut se vanter d&#039;un tel niveau d&#039;implication.<\/span><\/p>\n<p><span>Les utilisateurs se disent \u00e9galement socialement pr\u00eats \u00e0 converser avec un chatbot si cela am\u00e9liore la qualit\u00e9 du service. Les chiffres le montrent avec\u00a0\u00a0<\/span><strong><span>un taux de compl\u00e9tion 86% pour les conversations initi\u00e9es<\/span><\/strong><span>\u00a0. Et les technologies \u00e9voluent\u2026\u00a0\u00a0<\/span><strong><span>Vous pouvez d\u00e9sormais connecter ces outils de conversation \u00e0 votre syst\u00e8me<\/span><\/strong><span>\u00a0\u00a0de\u00a0<strong>informations d&#039;entreprise (SI)<\/strong>\u00a0pour automatiser les demandes r\u00e9currentes et facilement traitables.<\/span><\/p>\n<h2><\/h2>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-16872\" src=\"https:\/\/sendapp.live\/wp-content\/uploads\/2020\/07\/marketing-2.gif\" alt=\"\" width=\"940\" height=\"434\" \/><\/h2>\n<h2><\/h2>\n<h2><strong><span>La compr\u00e9hension du langage humain s\u2019am\u00e9liore<\/span><\/strong><\/h2>\n<p><span>Une machine peut parler \u00e0 une autre machine, c&#039;est une question d&#039;enregistrement. Mais avec un humain, c&#039;est tout de suite beaucoup plus compliqu\u00e9.\u00a0<\/span><strong><span>Il existe une infinit\u00e9 de normes qui rendent l\u2019humanisation des agents conversationnels tr\u00e8s complexe.<\/span><\/strong><span>\u00a0: ton, langue utilis\u00e9e, fautes d&#039;orthographe, familiarit\u00e9\/mode d&#039;adresse, contexte de la derni\u00e8re discussion, digressions, etc.<\/span><\/p>\n<p><span>Cependant, ces derni\u00e8res ann\u00e9es,\u00a0\u00a0<\/span><strong><span>l&#039;intelligence artificielle a connu des progr\u00e8s significatifs<\/span><\/strong><span>\u00a0. NLU, NLP, ASR, quel que soit leur nom, ces technologies visent \u00e0 r\u00e9duire cet \u00e9cart. Mais aujourd\u2019hui, ces technologies, au potentiel immense, en sont encore \u00e0 leurs balbutiements. Ils repr\u00e9sentent\u00a0\u00a0<\/span><strong><span>un v\u00e9ritable facteur de diff\u00e9renciation face \u00e0 la concurrence<\/span><\/strong><span>\u00a0\u00a0ainsi que\u00a0\u00a0<\/span><strong><span>des investissements exorbitants pour offrir une exp\u00e9rience satisfaisante<\/span><\/strong><span>\u00a0.<\/span><\/p>\n<p><em><span>Le bon moment, les bonnes technologies, tout semble r\u00e9uni pour r\u00e9volutionner la relation client.<\/span><\/em><\/p>\n<p><strong><em><span>Mais encore faut-il regarder la solution par le bon bout !<\/span><\/em><\/strong><\/p>\n<h2><strong><span>N&#039;essayez pas d&#039;aller trop vite, trop t\u00f4t<\/span><\/strong><\/h2>\n<p><strong><span>Quand vous d\u00e9marrez un chatbot, vous d\u00e9marrez un projet qui peut durer des ann\u00e9es<\/span><\/strong><span>\u00a0. D\u2019abord parce que le p\u00e9rim\u00e8tre est flou et difficile \u00e0 attribuer d\u00e9finitivement \u00e0 un seul service de l\u2019entreprise. Le chatbot est\u00a0\u00a0<\/span><strong><span>le troisi\u00e8me canal de distribution apr\u00e8s les points de vente et les sites internet<\/span><\/strong><span>\u00a0et, comme leurs pr\u00e9d\u00e9cesseurs, ils impactent l&#039;ensemble des services de l&#039;entreprise, du CRM au e-commerce en passant bien s\u00fbr par les services d&#039;information (SI) essentiels aux entreprises.<\/span><\/p>\n<p><span>Alors pourquoi\u00a0\u00a0<\/span><strong><span>les cas d&#039;utilisation sont nombreux<\/span><\/strong><span>\u00a0\u00a0et cela semble logique \u00e9tant donn\u00e9 la port\u00e9e dont ils disposent. Les chatbots peuvent\u00a0\u00a0<\/span><strong><span>aider le service apr\u00e8s-vente et aider \u00e0 mettre en valeur un point fort<\/span><\/strong><span>\u00a0, il est donc difficile pour les chefs d\u2019entreprise de savoir par o\u00f9 commencer.<\/span><\/p>\n<p><span>\u00c9videmment, tout cela a\u00a0\u00a0<\/span><strong><span>un co\u00fbt, parfois ph\u00e9nom\u00e9nal<\/span><\/strong><span>\u00a0, et avec\u00a0\u00a0<\/span><strong><span>une attente incertaine de retour sur investissement<\/span><\/strong><span>\u00a0. Car si la th\u00e9orie laisse penser que les chatbots seront le nouvel eldorado, la r\u00e9alit\u00e9 sur le terrain peut parfois \u00eatre bien diff\u00e9rente. Comme tout nouvel outil, l\u2019interaction conversationnelle n\u2019a pas encore fait ses preuves. Pour cette raison,\u00a0\u00a0<\/span><strong><span>il est essentiel de s\u00e9lectionner le bon cas d&#039;utilisation<\/span><\/strong><span>\u00a0.<\/span><\/p>\n<p><span>Il s\u2019agira \u00e9galement de trouver un cas d\u2019usage d\u00e9ployable rapidement, la premi\u00e8re \u00e9tape id\u00e9ale \u00e9tant d\u2019\u00e9viter de recourir \u00e0 l\u2019apport de l\u2019IT, ma\u00eetrisant ainsi au maximum le temps pass\u00e9 sur le projet et donc le budget. Il s\u2019agira ensuite de choisir les KPI pertinents pour valoriser ce canal en interne et justifier les futurs investissements.<\/span><\/p>\n<p><strong><span>Le chatbot autonome est donc la solution parfaite<\/span><\/strong><span>\u00a0, cela repose beaucoup sur des arbres de d\u00e9cision\u00a0\u00a0<\/span><strong><span>moins complexe et co\u00fbteuse que les technologies de reconnaissance s\u00e9mantique (NLP\/NLU)<\/span><\/strong><span>\u00a0\u00a0et peut fonctionner sans aucune connexion aux syst\u00e8mes IS. Son objectif est de promouvoir une marque phare pendant une certaine p\u00e9riode, par exemple lors des soldes.\u00a0<\/span><strong><span>Le budget et le temps du projet sont r\u00e9duits<\/span><\/strong><span>\u00a0\u00a0Et\u00a0\u00a0<\/span><strong><span>mieux contr\u00f4l\u00e9<\/span><\/strong><span>\u00a0\u00a0et \u00e7a devient plus facile\u00a0\u00a0<\/span><strong><span>d\u00e9montrer l\u2019efficacit\u00e9 du canal<\/span><\/strong><span>\u00a0.<\/span><\/p>\n<p><em><span>Mais pour qu\u2019un chatbot autonome ait du succ\u00e8s, il reste essentiel de lui assurer une couverture m\u00e9diatique ad\u00e9quate.<\/span><\/em><\/p>\n<h2><strong><span>Assurer une forte couverture m\u00e9diatique g\u00e9n\u00e8re du trafic<\/span><\/strong><\/h2>\n<p><span>Si vous avez suivi les conseils pr\u00e9c\u00e9dents, vous vous demandez peut-\u00eatre d\u00e9sormais comment ramener du trafic vers votre chatbot. Nous traiterons ici principalement du cas de\u00a0\u00a0<\/span><strong><a href=\"https:\/\/myelefant.com\/blog\/conversational-facebook-messenger\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\"><span>messagers<\/span><\/a><\/strong><span>\u00a0;\u00a0<\/span><strong><a href=\"https:\/\/myelefant.com\/blog\/why-you-should-get-involved-with-rcs\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\"><span>Actuellement RCS<\/span><\/a><\/strong><span>\u00a0\u00a0Et\u00a0\u00a0<\/span><strong><span>WhatsApp<\/span><\/strong><span>\u00a0\u00a0ils offrent des fonctionnalit\u00e9s limit\u00e9es en termes de couverture m\u00e9diatique.<\/span><\/p>\n<p><span>Avec Messenger, les possibilit\u00e9s sont nombreuses : Tout d\u2019abord, vous pouvez transmettre votre chatbot \u00e0 votre client\u00e8le.\u00a0<\/span><strong><span>Les SMS obtiennent les meilleurs r\u00e9sultats avec une conversion moyenne de 10%, l\u00e0 o\u00f9 le courrier \u00e9lectronique d\u00e9di\u00e9 est de 1,5%.<\/span><\/strong><\/p>\n<p><span>Vous pouvez \u00e9galement ajouter\u00a0\u00a0<\/span><strong><span>deux plugins sur votre site Web<\/span><\/strong><span>\u00a0; le premier permettra \u00e0 l&#039;utilisateur d&#039;interagir avec votre chatbot via un\u00a0\u00a0<\/span><strong><span>pop-up plac\u00e9 sur votre site<\/span><\/strong><span>\u00a0. La seconde est destin\u00e9e \u00e0\u00a0\u00a0<\/span><strong><span>envoyer un message \u00e0 l&#039;utilisateur apr\u00e8s une action sur le site<\/span><\/strong><span>\u00a0\u00a0(une commande par exemple).<\/span><\/p>\n<p><span>Enfin,\u00a0\u00a0<\/span><strong><span>l&#039;\u00e9cosyst\u00e8me Facebook<\/span><\/strong><span>\u00a0\u00a0restes\u00a0\u00a0<\/span><strong><span>un excellent outil pour g\u00e9n\u00e9rer du trafic<\/span><\/strong><span>\u00a0\u00a0en plus de\u00a0\u00a0<\/span><strong><span>publications organiques<\/span><\/strong><span>\u00a0\u00a0sur votre page Facebook et \u00e0\u00a0\u00a0<\/span><strong><span>annonces natives<\/span><\/strong><span>\u00a0, ins\u00e9r\u00e9 dans le fil d&#039;actualit\u00e9\u00a0; vous pouvez aussi utiliser\u00a0\u00a0<\/span><strong><span>Instagram<\/span><\/strong><span>\u00a0, le\u00a0\u00a0<\/span><strong><span>ses histoires<\/span><\/strong><span>\u00a0\u00a0H\u00e9\u00a0\u00a0<\/span><strong><span>articles sponsoris\u00e9s<\/span><\/strong><span>\u00a0\u00a0pour assurer le succ\u00e8s de votre chatbot.<\/span><\/p>\n<p><span>Le succ\u00e8s de votre chatbot ne d\u00e9pend donc pas seulement du cas d&#039;utilisation d\u00e9fini, de la\u00a0\u00a0<\/span><strong><span>sa m\u00e9diatisation est tout aussi essentielle<\/span><\/strong><span>\u00a0. Sans cela, le meilleur chatbot du monde aura peu de chance de prouver sa valeur.<\/span><\/p>\n<p><span>\u00c0 ce stade, vous avez tout ce qu\u2019il faut pour lancer votre premier chatbot, et il sera int\u00e9ressant de r\u00e9aliser plusieurs it\u00e9rations pour en savoir plus sur le comportement de vos utilisateurs sur ces nouvelles messageries. Les prochaines \u00e9tapes impliqueront\u00a0\u00a0<\/span><strong><span>l\u2019int\u00e9gration progressive des syst\u00e8mes d\u2019information de l\u2019entreprise dans votre chatbot<\/span><\/strong><span>\u00a0\u00a0(CRM, flux produits, paiement, gestion des r\u00e9servations, etc.) pour offrir une qualit\u00e9 de service toujours plus \u00e9lev\u00e9e.\u00a0<\/span><strong><span>Technologies PNL\/NLU<\/span><\/strong><span>\u00a0, aujourd\u2019hui complexes et co\u00fbteuses, restent des technologies d\u2019avenir\u00a0\u00a0<\/span><strong><span>et sans oublier l&#039;\u00eatre humain qui, lorsque le contexte l&#039;exige, apporte une valeur inestimable dans la relation avec les clients<\/span><\/strong><span>\u00a0.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>En quelques ann\u00e9es, le march\u00e9 de la messagerie a radicalement chang\u00e9. Nous sommes pass\u00e9s d&#039;un canal SMS dominant \u00e0 une multitude d&#039;applications de messagerie proposant des conversations complexes et g\u00e9r\u00e9es\u2026<\/p>","protected":false},"author":22,"featured_media":16872,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_daim_seo_power":"","_daim_enable_ail":"","footnotes":""},"categories":[1343,884],"tags":[63,122,49,28,855,885,31,892,33,54,840,110,842,25,125],"class_list":{"0":"post-16871","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mobile","8":"category-sms","9":"tag-allarme-per-whatsapp","10":"tag-risposta-automatica-per-whatsapp","11":"tag-come-inviare-messaggi-che-si-autodistruggono-su-whatsapp-e-possibile-inviare-messaggi-whatsapp-che-si-autodistruggono-dopo-24-ore-utilizzando-funzione","12":"tag-backup","13":"tag-blog","14":"tag-bot","15":"tag-free-whatsapp-bulk-sender","16":"tag-business","17":"tag-google-chat-lalternativa-gratuita-a-whatsapp","18":"tag-rendi-i-messaggi-piu-attraenti-con-sendapp","19":"tag-google","20":"tag-marketing","21":"tag-sms-2-0","22":"tag-whatsapp","23":"tag-whatsapp-web"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Comprensione e Padronanza del Marketing<\/title>\n<meta name=\"description\" content=\"Siamo passati da un canale SMS dominante a un numero molto elevato di app di messaggistica che offrono conversazioni complesse gestite da chatbot\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sendapp.live\/fr\/2020\/07\/20\/comprehension-et-maitrise-du-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comprensione e Padronanza del Marketing\" \/>\n<meta property=\"og:description\" content=\"Siamo passati da un canale SMS dominante a un numero molto elevato di app di messaggistica che offrono conversazioni complesse gestite 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