Digital Marketing · Digital Marketing 1. Web Management 2. Research / Data Analytics 3....
Transcript of Digital Marketing · Digital Marketing 1. Web Management 2. Research / Data Analytics 3....
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Digital Marketing
TAXINOMIE
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Digital Marketing1. Web Management 2. Research / Data Analytics 3. Référencement (SEARCH) 4. e-marketing 5. e-commerce 6. e-publicité
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MARKETER L’INNOVATION COMMUNIQUER RENTABILISER & VENDRE
1 2 3
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MARKETER L’INNOVATION
1
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smithery.co willshire john
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Mesurer ce qui est mesurable et rendre mesurable ce qui ne l'est pas
Galillée 1564-1642 1604 annus mirabilis
1633 Et pourtant elle tourne
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NPS
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NPS Net Promoter Score
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NPS (Net Promoter Score) développé par Fred Reichfeld (Bain & Co)
2003 Harvard Business Review
Ce qu’il faut retenir / Key takeaway
1/ Calcul : (9+10) – (0 à 6) (sans 7 et 8)
2/ Question décalée : conseillerez-vous ?
3/ Fréquence : trimestrielle
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INBOUND
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NE RIEN FAIRE
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EMPOWERMENT
NEW MARKETING
INBOUND
AARRR CHURN
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1 2 3CUSTOMER
EMPOWERMENT
One clic awayPower in the handAdBlockLiving ServicesTouchPointsSoft Power
INBOUNDMARKETING
PermissionVRM / WTSOnBoardingZMOTSEOOmniCanalUI UX IxD SD
AARRR CHURN
AcquisitionActivationRetentionReferralRevenueSales Funnel
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One Clic Away
Taux de conversion PDV physique 50%Taux de conversion e-shop 3%Abandon de panier 60%Abandon de caddy physique 0%
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Customer Empowerment Consom’acteur / Consom’agent le pouvoir des réseaux sociaux par partage et viralité
Pouvoir partagé entre MARQUE et consommateurs et salariés : Alignement de l’information Symétrie des attentions CMI UX
Écoute utilisateur par MCA : audit des TouchPoints
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Permission marketing de Seth Godin (1999)
Origines
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stratégie et moyens pour accueillir les prospects et clients offrir les informations et les outils utiles aux prospects/clients
et s’ils le désirent entrer en relation
inbound marketing
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Micro MomentsStimulusKnow / GoDo / Buy
AFTER SALESSAV service clientSocial SAVFAQVidéo Utilisation
Négociation ClosingABC
SEARCHSEO+ SEA
SocialReferals
PRE SALESAvant-VentesSupportAssuranceRassuranceConfirmationStock / délai / livraisonConditionsRetours possibles ?
Portes d’entrée vers
INBOUND MARKETING
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blog réseaux sociaux QrCode ChatBots / LiveChat brand content
SEM (SEO principalement + Social Search, ASO, +/- SEA)
e-mailing en OPT-in
Les moyens du inbound marketing
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Landing Pages vs.
Home Page
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Une par action CTA A/B test Conversion : 50% TAG
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AB testing
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CHATBOT &
LIVECHAT
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Un peu d’intelligence artificielle
Un peu d’empathie utilisateur sur les habitudes et la plateforme
Une rentabilité immédiate
LiveChat automatisé
Les ChatBots
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ONBOARDING
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ZMOT
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P&G 2005 : First Moment of Truth+ Google 2010 : + ZERO MOMENT
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ZMOT ! micro moments
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SEARCH 3 PRATIQUE
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SE
O
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SA PLACE DANS LE DIGITAL MARKETING
SEARCH
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SEO
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SEARCH
moteur de recherche
texte Voix/écriture
vs.
FIND
moteur de réponse
voix
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TECH semantic
SSL META CODE
sitemap EMD
RWD AMP
Voix/écriture
+
EXPÉRIENCE SXO
speed organisation
duplicate Mobile AMP UX
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SEARCH (référencement) =
SEM =
SEO + SEA + ASO + SMO
==> SXO
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Direct Google WeChat
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SEM SEO SEA ASO SMO SXO SERP Backlink PageRank Position Zéro AnswerBox Snippet Knowledge Graph PAA GA GSC GoogleUpdate Search engine - moteur de recherche (réponse) browser - navigateur Long Tail - longue traine KeyWord - Mot Clé No Scroll RWD AMP SSL https SiteMap 404
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marketing d’influence
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CONVERSATION MARKETING
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Opportunity to talk : communication Opportunity to chat : conversation
… talk, listen, adapt, modify, talk personally… talk, talk, talk, talk again
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COMMUNIQUER L’INNOVATION
2
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CONTENT\\
FOMO
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1FOMO
InfobésitéInfo-Snacking10 heuresHyper ChoixDigital DetoxNoMoPhobie
BRAND CONTENT
StoryTellingNative adGamificationCurationVidéoRTM / SEO
POEM
LOVEMARKS
Respect du lecteurRespect du clientFidèle au-delà du raisonnable
2 3
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Tableau Périodique
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Plateforme de marque Identité de marqueNotre vision Notre ambition / mission Notre métier / histoire / time-line Notre positionnement / territoire / promesse / identité Nos valeurs / notre éthique Nos convictions Nos défis / objectifs Nos éléments de communication visuelle : logo, charte graphique Notre tagline / signature
Notre style / ton de communication Nos codes / partenaires / bénéficiaires /users
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La plateforme répond aux questions essentielles comme :
identité : qui sommes-nous ? Comment se définir ? mission : quelle est notre raison d'être ? À quoi servons-nous ? vision : vers quoi allons-nous ? Quel est le but à atteindre dans les prochaines années ? valeurs : quelles sont les valeurs que nous défendons ? Nos atouts, nos qualités ? promesse : quelle est notre valeur ajoutée ? En quoi sommes-nous uniques pour nos clients ?
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Info Cacophonie
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Syndrome du Hamster
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digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital DETOX digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital digital
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InfobésitéL’hyper choix de l’utilisateur
Info snacking ou
Digital Détox ou
Séduction/Émotion/Premium
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« Le brand content c’est ce que devrait être la
bonne publicité »
Olivier Altmann
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« contenu éditorial créé par une marque »
Hubert Kratiroff (Les fonctions du marketing)
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« production de contenus nouveaux par les
marques »
Hubert Kratiroff (Les fonctions du marketing)
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Content is king
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Context is god
hk
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Avant / Après
PUB : faire passer un message <-->
BC : partager une expérience
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Avant / Après1) Le consommateur devient un public 2) L’annonceur devient directeur des programmes 3) La marque se transforme en éditeur (média, publisher) 4) Le contenu créé devient un actif (asset)
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la marque est média
prévision 2016
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…avant une marque faisait des pubs, aujourd’hui
elle fait des romans
HK, prévision 2017
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StoryTelling
NoStory : NoBusiness
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Best StoryTelling everveni vedi vici
second StoryTellingasteroide B612
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learn marketing
LE MEILLEUR BRAND-CONTENT
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PrimerGoogle
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…avant une marque faisait des pubs,
aujourd’hui elle fait des romans
HK, prévision 2017
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la marque est média
prévision 2016
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native advertising101
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What is native advertising?
Contenu sponsorisé, pertinent pour l'utilisateur, qui n'interrompt pas son expérience de lecture, et qui s'intègre dans l'environnement éditorial qui l'accueille
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CURATION
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Curation de contenusSélection + Agrégation +
Éditorialisation + Contextualisation+ Enrichissement + Partage
=
Curation
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CONTENTDISTRIBUTION
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… POEM
…
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POES mPaid Owned Earned Shared
Média & Marketing
Empreinte Digitale
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PAIDAchat d’espace Displays Liens sponsorisés Programmatique & RTB
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OWNEDpropriété de l’annonceur
website catalogue print newsletter emailing
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EARNEDEnsemble des retombées générées gratuitement par une marque
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SHAREDEarned via les partages de réseaux sociaux (retweet, like …)
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PAID • Bannière • PPC • Mobile adv • App • …
OWNED • Websites • Mobile sites • APP • Proprietary
blogs • Video • Data Planning • E-mail
Marketing • SMS & Mobile
EARNED • Social média • Word of mouth • Forum • News PR • Bloggers
CONTENTSTRATEGY
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Loi de Metcalfe et viral loop
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Stop Paid media
Media passif Client passif
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GO Earned media
Media participatif Client VRM
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Béhar (Yves)
« Advertising is the price companies pay for being un-original »
« La publicité est le prix que paient les entreprises pour leur manque d'originalité »
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Empreinte digitale
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Saatchi
a Lovemark is a product, service or entity that inspires Loyalty Beyond Reason
VIDÉO KEVIN ROBERTS
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CRM & VRM
Transaction ➔
Relation
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Key TakeAways
ce qu’il faut retenir
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1/3 curation 1/3 recyclage 1/3 nouveau
content
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Paid (-) Owned (+) Earned (++)
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UX
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PARADOXE EXEMPLAIRE
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UI : interface = BEAUTÉUX : expérience = INTELLIGENCE
on peut être beau et intelligent à la fois
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Zéro UXZéro UI
Meilleure Expérience
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Réflexion / Intuition
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Intuition
100%
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Réflexion
ZÉRO
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TélépéageDash buttonAmazonGo
UberDoctolib
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Zéro UXZéro UI
Best Expérience
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AI + amazon = amazon go
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Digitalisation des entreprises
Objectif N°1 : Améliorer l’experience client
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Best UX
Ever second visit ?
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Worst UX
Ever
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UX : User eXperience
toutes interactions perçues par l’utilisateur avant, pendant et après
l’usage
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toutes : omnicanal interactions : touchpoint, point de contact
perçues : même pas voulues par l’entreprise utilisateur : client, consommateur
avant, pendant, après : parcours complet, customer journey
usage : achat, utilisation, test, destruction
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marketing produit
marketing de l’expérience…
Expérience :
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Bâtir une bonne UX :1/ supprimer
et seulement après 2/ ajouter
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1/ Supprimer les : irritants, allergènes
points de friction (frictionless)coutures (seamless)
défauts (flawless)
= simplifier
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2/ Ajouter : satisfaction, fluidité
art, plaisir, sentiment personnel, émotion
sourire, humour
= enchanter
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RENTABILISER L’INNOVATION
3
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V€NDRE L’INNOVATION3
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VENDRE - ou - MOURIR
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BisDev ouGrowth Hacking
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• BMG
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On vend quoi à qui ? Ontologie du profit Définition pragmatique de la stratégie Qu’est ce qu’on doit faire, avoir ? Qui sont nos partenaires ? Combien ça coûte ?
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AARRR
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ROPO ROBOResearch Online Purchase Offline ≠ showrooming
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multi cross omni
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Parcours Client
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Parcours client visible et invisible
I I I I II I I I I I I I I I
ARRIVEE DEPART
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Parcours vu par le client
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agir sur la pente de l’entonoir
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analytics
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Parcours client vu par les entreprises
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Parcours vu par le client
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VENDRE - ou - MOURIR
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les outils dugrowth hacking
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FIN