{"id":16920,"date":"2020-07-21T11:16:17","date_gmt":"2020-07-21T09:16:17","guid":{"rendered":"https:\/\/sendapp.live\/?p=16920"},"modified":"2020-07-27T17:25:32","modified_gmt":"2020-07-27T15:25:32","slug":"commercialiser-lere-de-la-pertinence","status":"publish","type":"post","link":"https:\/\/sendapp.live\/fr\/2020\/07\/21\/marketing-lera-della-pertinenza\/","title":{"rendered":"Marketing \u00e0 l'\u00e8re de la pertinence"},"content":{"rendered":"

Nous entrons dans l\u2019\u00e8re de la pertinence. D\u00e9couvrez ce que Matt Ramerman, pr\u00e9sident de Sinch Engage, avait \u00e0 dire sur la fa\u00e7on dont l'\u00e8re du commercialisation<\/a> la fid\u00e9lit\u00e9 se termine dans cet article initialement publi\u00e9 sur Target Marketing.<\/p>\n

Selon un article r\u00e9cent de la Harvard Business Review, l\u2019\u00e8re de la fid\u00e9lisation marketing est r\u00e9volue. L'article d'opinion, r\u00e9dig\u00e9 par trois cadres sup\u00e9rieurs d'Accenture, explore le marketing comme des tendances s\u00e9quentielles qui se remplacent.<\/p>\n

Les auteurs estiment que nous entrons d\u00e9sormais dans une nouvelle \u00e8re de pertinence. En bref, chaque \u00e9poque est caract\u00e9ris\u00e9e comme suit :<\/h2>\n
    \n
  1. March\u00e9 de masse (ann\u00e9es 1960\/1970) L\u2019\u00e8re de la production, de l\u2019\u00e9chelle et de la distribution de masse.<\/li>\n
  2. Segmentation (ann\u00e9es 1980) Des \u00e9tudes de consommation plus sophistiqu\u00e9es ont permis aux sp\u00e9cialistes du marketing de cibler les clients dans des segments de niche.<\/li>\n
  3. Les progr\u00e8s technologiques au niveau du client (ann\u00e9es 90\/2000) dans l'informatique d'entreprise ont permis de cibler les utilisateurs sous le mot \u00e0 la mode valeur \u00e0 vie du client.<\/li>\n
  4. Fid\u00e9lisation (2010) L'\u00e8re du CRM, des incitations sur mesure et de la fid\u00e9lisation avanc\u00e9e. Bien entendu, c'est la technologie dans chacune de ces phases qui est le catalyseur du changement.<\/li>\n
  5. L'\u00e8re du march\u00e9 de masse de Coca-Cola et McDonald's a \u00e9t\u00e9 rendue possible par les automobiles, les autoroutes et la t\u00e9l\u00e9vision pour les publicit\u00e9s. De m\u00eame, l\u2019\u00e8re de la fid\u00e9lit\u00e9, avec des acteurs comme Amazon, a \u00e9t\u00e9 cr\u00e9\u00e9e par des syst\u00e8mes CRM sophistiqu\u00e9s.<\/li>\n<\/ol>\n

    Nous entrons d\u00e9sormais dans une \u00e8re de pertinence :<\/h2>\n

    Communication de masse avec le segment auparavant inaccessible de l'un. De nouvelles techniques de donn\u00e9es sont de plus en plus utilis\u00e9es, qui tirent parti \u00e0 la fois des donn\u00e9es explicites \u2013 ce que l'on sait d'un client (nom, achats ant\u00e9rieurs ou type de contrat \u2013 dans le cas des op\u00e9rateurs de t\u00e9l\u00e9phonie mobile) et des donn\u00e9es implicites \u2013 informations qui peuvent \u00eatre d\u00e9duites du comportement. .<\/p>\n

    Les donn\u00e9es utilis\u00e9es de cette mani\u00e8re permettent aux sp\u00e9cialistes du marketing de cibler les individus par leur nom, en fonction de leurs pr\u00e9f\u00e9rences uniques, tandis que \u2013 de plus en plus \u2013 l'interaction a lieu via la messagerie mobile.<\/p>\n

    Il est prouv\u00e9 que la pertinence gagne du terrain. Selon la derni\u00e8re enqu\u00eate de la soci\u00e9t\u00e9 d'analyse des ventes, P\u00e9riscope<\/a> Selon McKinsey, la messagerie personnalis\u00e9e d\u00e9clenche l'action : les consommateurs 31% sont invit\u00e9s \u00e0 r\u00e9pondre aux messages sur les produits li\u00e9s \u00e0 leurs int\u00e9r\u00eats ; notamment les mises \u00e0 jour relatives \u00e0 la disponibilit\u00e9 et au prix des produits.<\/p>\n

    Alors pourquoi tant d\u2019entreprises se trompent-elles en mati\u00e8re de fid\u00e9lit\u00e9\u00a0? Pour poser la question plus loin, \u00e0 l'\u00e9poque pr\u00e9c\u00e9dente de la fid\u00e9lisation, l'objectif \u00e9tait d'attirer les clients vers une marque en leur offrant une r\u00e9compense quelconque, une offre de r\u00e9duction ou un service freemium. Cette monnaie \u00e9tait la bonne volont\u00e9 de la marque, qui cr\u00e9ait une relation avec les consommateurs qui les faisait revenir.<\/p>\n

    Cependant, les consommateurs ne font plus preuve de fid\u00e9lit\u00e9 \u00e0 ces incitations. Au contraire, ils recherchent la meilleure offre pour eux-m\u00eames en cas de besoin. Rendue possible par la num\u00e9risation de tout et la prolif\u00e9ration des smartphones, la spontan\u00e9it\u00e9 est la norme.<\/p>\n

    Et avec un march\u00e9 inond\u00e9 d\u2019offres et de r\u00e9ductions, qui peut leur en vouloir ?<\/h2>\n

    La fid\u00e9lisation peut \u00eatre cr\u00e9\u00e9e sur une courte p\u00e9riode de temps, avec un client faisant ses achats dans votre magasin un jour, mais s'attendant \u00e0 ce qu'il passe chez un concurrent la semaine suivante, car une offre diff\u00e9rente l'attire. Pour les entreprises, cela devient finalement un nivellement par le bas, sapant la concurrence et \u00e9rodant les b\u00e9n\u00e9fices, tandis que la bonne volont\u00e9 (la loyaut\u00e9) se dissipe aussi rapidement qu\u2019elle a \u00e9t\u00e9 cr\u00e9\u00e9e.<\/p>\n

    Une erreur courante est que les marques et les entreprises utilisent la fid\u00e9lit\u00e9 comme une tactique \u00e0 court terme plut\u00f4t que comme un objectif strat\u00e9gique. La fid\u00e9lit\u00e9 est \u00e9videmment importante, mais c\u2019est la m\u00e9canique de tout programme donn\u00e9 qui doit changer. Cela signifie examiner attentivement le parcours client et identifier les opportunit\u00e9s de proposer des exp\u00e9riences extraordinaires qui r\u00e9pondent directement aux pr\u00e9f\u00e9rences individuelles des clients \u00e0 des moments d'interaction appropri\u00e9s, et pas seulement au sommet de l'entonnoir de vente.<\/p>\n

    Ceux-ci pourraient inclure\u00a0:<\/h2>\n

    Avant un achat\u00a0: une offre bas\u00e9e sur quelque chose comme un comportement d'abandon de panier. Un message personnalis\u00e9 peut pr\u00e9senter cet article (sous forme d'image statique ou de format vid\u00e9o) et fournir un lien permettant au client de trouver le magasin le plus proche ou une option pour l'acheter directement en ligne.
    \nApr\u00e8s un achat : par exemple \u00e0 bord d'un nouveau client r\u00e9cemment inscrit \u00e0 un service. L'objectif peut \u00eatre un accueil chaleureux, une reconnaissance de ce \u00e0 quoi un client particulier s'est inscrit et des conseils sur les prochaines \u00e9tapes.<\/p>\n

    Dans le cadre de l'exp\u00e9rience client continue\u00a0:<\/h2>\n

    Des messages dynamiques riches qui augmentent les m\u00e9tadonn\u00e9es connues avec des donn\u00e9es tierces, ajoutant ainsi une autre couche d'utilit\u00e9. Une notification personnalis\u00e9e d'une compagnie a\u00e9rienne, par exemple, bas\u00e9e sur les informations de vol d'un client et qui ajoute les pr\u00e9visions m\u00e9t\u00e9orologiques du lieu de destination.
    \nEn d\u2019autres termes, cr\u00e9er de la pertinence va bien au-del\u00e0 de la simple offre de r\u00e9compenses personnalis\u00e9es, fusionnant l\u2019exp\u00e9rience client avec un certain nombre d\u2019autres objectifs tels que la notori\u00e9t\u00e9 et la mise \u00e0 niveau du produit \u00e0 bord.<\/p>\n

    Il est important de noter que plus l\u2019interaction est utile pour le consommateur, plus elle a le potentiel de le fid\u00e9liser. Gartner appelle cela une \u00ab aide sur mesure \u00bb et 88% des participants \u00e0 sa r\u00e9cente enqu\u00eate aupr\u00e8s des consommateurs ont d\u00e9clar\u00e9 ne pas l'avoir re\u00e7ue ; encore une fois, d'accord<\/p>","protected":false},"excerpt":{"rendered":"

    Nous entrons dans l'\u00e8re de la pertinence. D\u00e9couvrez ce que Matt Ramerman, pr\u00e9sident de Sinch Engage, a \u00e0 dire sur la fin de l'\u00e8re du marketing de fid\u00e9lisation dans cet article initialement publi\u00e9 sur\u2026<\/p>","protected":false},"author":22,"featured_media":16923,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_daim_seo_power":"","_daim_enable_ail":"","footnotes":""},"categories":[1343,884],"tags":[63,54,46,828,40,39,149,110,41,125],"class_list":{"0":"post-16920","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-rendi-i-messaggi-piu-attraenti-con-sendapp","11":"tag-come-leggere-i-messaggi-eliminati","12":"tag-coronavirus","13":"tag-da-android-su-iphone","14":"tag-da-iphone-su-android","15":"tag-delete-message","16":"tag-marketing","17":"tag-spiare-whatsapp","18":"tag-whatsapp-web"},"yoast_head":"\nMarketing l'era della pertinenza<\/title>\n<meta name=\"description\" content=\"Stiamo entrando nell'era della pertinenza. 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