{"id":237,"date":"2022-02-21T11:49:00","date_gmt":"2022-02-21T10:49:00","guid":{"rendered":"http:\/\/breputatzt.cluster026.hosting.ovh.net\/blog\/?p=237"},"modified":"2024-06-05T11:59:18","modified_gmt":"2024-06-05T09:59:18","slug":"le-data-marketing-nouvelle-approche-du-lead-generation","status":"publish","type":"post","link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/2022\/02\/21\/le-data-marketing-nouvelle-approche-du-lead-generation\/","title":{"rendered":"Le data marketing, nouvelle approche du lead generation"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture\u00a0: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p><strong>Discipline en perp\u00e9tuelle \u00e9volution, le marketing a vu ces derni\u00e8res ann\u00e9es une nouvelle branche sortir de son tronc et grandir tr\u00e8s vite. S\u2019appuyant sur le propre\u00a0d\u00e9veloppement des outils de r\u00e9colte\u00a0et de traitement \u201cintelligent\u201d des donn\u00e9es utilisateurs, le data marketing s\u2019impose aujourd\u2019hui (mais moins que demain) comme la forme la plus prometteuse du marketing d\u2019acquisition. Explications.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"qu-est-ce-que-le-data-marketing-\">Qu\u2019est-ce que le data marketing ?<\/h2>\n\n\n\n<p>Le principe \u201cde base\u201d du data marketing est relativement simple : en s\u2019appuyant sur les donn\u00e9es r\u00e9colt\u00e9es aupr\u00e8s des clients ou potentiels clients (visitant un site e-commerce par exemple), l\u2019id\u00e9e est de communiquer de la mani\u00e8re la plus personnalis\u00e9e possible avec les utilisateurs. En d\u2019autres termes : je connais mieux les visiteurs de mon site (leur \u00e2ge, leur m\u00e9tier, leur situation matrimoniale\u2026) donc je peux leur adresser des messages qui \u201ccollent\u201d au plus pr\u00e8s de leurs besoins.\u00a0<strong>L\u2019objectif \u00e9tant d\u2019arriver, en livrant le bon message \u00e0 la bonne personne et au bon moment<\/strong>, \u00e0 engager le client de mani\u00e8re plus efficace et \u00e0 l\u2019accompagner vers l\u2019acte d\u2019achat (ou de souscription\u2026).<\/p>\n\n\n\n<p>Avec le data marketing, l\u2019approche traditionnelle d\u2019un marketing global exclusivement bas\u00e9 sur la connaissance th\u00e9orique du march\u00e9 et du client est remplac\u00e9e par une approche en temps r\u00e9el construite autour de la connaissance individuelle de chaque client.\u00a0<strong>On passe ainsi d\u2019un marketing de masse \u00e0 un marketing individualis\u00e9.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"le-data-marketing-comme-vecteur-de-leads\">Le data marketing comme vecteur de leads<\/h2>\n\n\n\n<p>Par sa capacit\u00e9 \u00e0 mieux cibler le message \u2013 autrement dit \u00e0 solliciter l\u2019utilisateur au bon moment et de mani\u00e8re personnalis\u00e9e \u2013 le data marketing permet d\u2019obtenir de meilleurs r\u00e9sultats. En segmentant finement,&nbsp;<strong>en adaptant en fonction de la connaissance individuelle de l\u2019internaute les contenus des messages adress\u00e9s<\/strong>, en sc\u00e9narisant les campagnes mails \u00e0 envoyer, en abandonnant un marketing de masse devenu contre-productif au profit d\u2019une approche plus cibl\u00e9e, la pression marketing exerc\u00e9e sur la base clients est moins forte, l\u2019efficacit\u00e9 des actions marketing men\u00e9es plus grande. Si le data marketing n\u2019est pas une solution \u201cmiracle\u201d, il s\u2019agit aujourd\u2019hui de la forme de marketing la plus \u00e9quilibr\u00e9e, la plus rationnelle et la plus prometteuse.<\/p>\n\n\n\n<p>Evidemment, l\u2019une des conditions n\u00e9cessaires \u00e0 la mise en place d\u2019une solution de data marketing est de disposer de donn\u00e9es de\u2026 qualit\u00e9 ! Si votre base de donn\u00e9es est de mauvaise qualit\u00e9 ou si les donn\u00e9es qu\u2019elle contient sont mal structur\u00e9es, les analyses et surtout les actions que vous entreprendrez risquent d\u2019\u00eatre inefficaces voire contreproductives.<\/p>\n\n\n\n<p>Vous voulez en savoir plus sur vos (potentiels) clients ?\u00a0<strong>R\u00e9coltez vos avis, r\u00e9coltez de la data !<\/strong><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture\u00a0: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Discipline en perp\u00e9tuelle \u00e9volution, le marketing a vu ces derni\u00e8res ann\u00e9es une nouvelle branche sortir de son tronc et grandir tr\u00e8s vite. S\u2019appuyant sur le propre\u00a0d\u00e9veloppement des outils [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":238,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","_uag_custom_page_level_css":"","fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[44],"tags":[29,25,42],"class_list":["post-237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data","tag-communication-digitale","tag-relation-client","tag-strategie-marketing"],"featured_image_src":"https:\/\/pages.b-reputation.com\/wp-content\/uploads\/2024\/05\/data-marketing-nouvelle-approche-lead-generation.png","author_info":{"display_name":"Margaux Blanc","author_link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/author\/mblanc\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le data marketing, nouvelle approche du lead generation - B-REPUTATION<\/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:\/\/b-reputation.com\/fr\/blog\/index.php\/2022\/02\/21\/le-data-marketing-nouvelle-approche-du-lead-generation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le data marketing, nouvelle approche du lead generation - B-REPUTATION\" \/>\n<meta property=\"og:description\" content=\"Temps de lecture\u00a0:  2 minutesDiscipline en perp\u00e9tuelle \u00e9volution, le marketing a vu ces derni\u00e8res ann\u00e9es une nouvelle branche sortir de son tronc et grandir tr\u00e8s vite. 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