{"id":1244,"date":"2020-02-14T17:06:13","date_gmt":"2020-02-14T22:06:13","guid":{"rendered":"https:\/\/varibase.com\/blog\/?p=1244"},"modified":"2022-11-29T09:13:44","modified_gmt":"2022-11-29T14:13:44","slug":"conference-marketing-personnalise","status":"publish","type":"post","link":"https:\/\/varibase.com\/blog\/conference-marketing-personnalise\/","title":{"rendered":"Marketing en temps r\u00e9el"},"content":{"rendered":"

[et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbHero Section\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb0|0px|0|0|false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.16″ background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb min_height=\u00a0\u00bb122px\u00a0\u00bb custom_margin=\u00a0\u00bb-78px|auto||auto||\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|0|0px|false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb40px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16″ text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb44px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

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Marketing en temps r\u00e9el : comment y parvenir<\/span><\/span><\/h1>\n

Tel \u00e9tait le th\u00e8me de la conf\u00e9rence que nous avons donn\u00e9 le 5 f\u00e9vrier dernier lors de la journ\u00e9e de conf\u00e9rences sur le Marketing personnalis\u00e9, organis\u00e9e par Les Affaires.<\/span><\/span><\/p>\n

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[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbBlog\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb0|0px|25px|0px|false|false\u00a0\u00bb border_color_all=\u00a0\u00bb#ffffff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row module_class=\u00a0\u00bb et_pb_row_fullwidth\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ width=\u00a0\u00bb100%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb\u00a0\u00bb width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb max_width=\u00a0\u00bb100%\u00a0\u00bb max_width_tablet=\u00a0\u00bb100%\u00a0\u00bb max_width_phone=\u00a0\u00bb\u00a0\u00bb max_width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb make_fullwidth=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_blurb image=\u00a0\u00bbhttps:\/\/varibase.com\/blog\/wp-content\/uploads\/2020\/02\/Les-Affaires-Eric-Azara-Conf\u00e9rence-Marketing-Temps-r\u00e9el-logo-1.jpg\u00a0\u00bb content_max_width=\u00a0\u00bb800px\u00a0\u00bb admin_label=\u00a0\u00bbLe 11 f\u00e9vrier dernier Varibase a particip\u00e9 au Sommet Customer Journey qui avait lieu \u00e0 la grande biblioth\u00e8que nationale.\u00a0\u00bb _builder_version=\u00a0\u00bb4.18.0″ header_font=\u00a0\u00bb||||||||\u00a0\u00bb body_font=\u00a0\u00bb||||||||\u00a0\u00bb body_font_size=\u00a0\u00bb32px\u00a0\u00bb border_color_all=\u00a0\u00bb#ffffff\u00a0\u00bb border_color_all_image=\u00a0\u00bb#ffffff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Cette journ\u00e9e de conf\u00e9rences \u00e9tait l\u2019occasion pour tous les professionnels du marketing de se retrouver et d’\u00e9changer autour des bonnes pratiques, du partage d\u2019exp\u00e9riences et des innovations dans le secteur du marketing personnalis\u00e9. De la bonne exploitation des donn\u00e9es pour maximiser l\u2019exp\u00e9rience client.
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Pour beaucoup de marketeurs, le marketing en temps r\u00e9el est l\u2019avenir des communications. Il est n\u00e9anmoins consid\u00e9r\u00e9 dans les entreprises comme un projet lointain, difficile \u00e0 mettre en place et qui ne s\u2019inscrit pas n\u00e9cessairement dans les priorit\u00e9s \u00e0 court ou moyen terme.<\/span><\/p>\n

Le marketing en temps r\u00e9el, un processus it\u00e9ratif<\/span><\/h1>\n

La mise en place de quick wins permet, n\u00e9anmoins, aux organisations de s\u2019engager dans la voie du marketing en temps r\u00e9el. \u00c0 chaque \u00e9tape de la mise en place d\u2019une campagne marketing : gestion et compr\u00e9hension des donn\u00e9es, d\u00e9veloppement de la connaissance client, \u00e9laboration de la strat\u00e9gie, mise en place op\u00e9rationnelle et mesure de la performance.<\/span><\/p>\n

Conf\u00e9rence interactive<\/span><\/h1>\n

Lors de cette conf\u00e9rence, nous avons souhait\u00e9 donner aux participants l\u2019occasion d\u2019\u00e9valuer leur niveau de maturit\u00e9 de leur entreprise en termes de strat\u00e9gie de marketing personnalis\u00e9. L\u2019objectif \u00e9tant d\u2019orienter leur plan de transformation et de migration, pour passer d\u2019un marketing de masse au marketing temps r\u00e9el.<\/span><\/p>\n

Une m\u00e9thodologie \u00e9prouv\u00e9e<\/span><\/h1>\n

La mise en place d\u2019une strat\u00e9gie de marketing personnalis\u00e9 s\u2019appuie sur une m\u00e9thodologie que nous avons d\u00e9velopp\u00e9e et qui s\u2019op\u00e8re en 6 phases :<\/span><\/p>\n

1 \u2013 La Collecte et structure des donn\u00e9es clients
2 \u2013 La connaissance clients
3 \u2013 La Strat\u00e9gie et le plan d\u2019action marketing
4 \u2013 L\u2019activation et l\u2019automatisation des campagnes cross-channel
5 \u2013 Le contenue et l\u2019exp\u00e9rience client
6 \u2013 La mesure de la performance<\/span><\/p>\n

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C\u2019est un cercle vertueux qui repose sur un processus it\u00e9ratif. De cette fa\u00e7on, chaque campagne vient enrichir la connaissance client, ce qui permet d\u2019am\u00e9liorer la performance du plan marketing.<\/span>
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Les 10 piliers du marketing personnalis\u00e9<\/span><\/h1>\n

Nous avons abord\u00e9 10 th\u00e8mes qui constituent les principaux piliers du marketing personnalis\u00e9. Pour chacun d\u2019entre eux, les participants ont \u00e9valu\u00e9 leur situation actuelle, entre 1 et 10 \u00e0 l\u2019aide du formulaire afin d\u2019obtenir leur score.
Et vous, comment pensez-vous vous situer ?<\/span><\/p>\n


O<\/span><\/strong>btenir mon score de maturit\u00e9<\/span><\/strong><\/a><\/span><\/p>\n

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En remplissant ce formulaire, vous obtiendrez votre moyenne personnelle, ainsi que celle des autres participants ayant r\u00e9pondu.<\/span><\/p>\n

En conclusion<\/span><\/h1>\n

Comme nous l\u2019avons vu, un grand nombre de leviers sont disponibles pour d\u00e9velopper votre strat\u00e9gie de marketing personnalis\u00e9.
Une d\u00e9marche pragmatique est de d\u00e9finir un plan de transformation et de migration en s\u00e9lectionnant en premier les leviers les plus faciles \u00e0 activer pour vous, tout en tenant compte des contraintes de votre organisation.<\/span><\/p>\n

En mettant en place une d\u00e9marche de \u00ab petits pas \u00bb, qui s\u2019appuie sur des Quick Wins et du Test & Learn, le marketing personnalis\u00e9 est accessible \u00e0 tous, d\u2019une fa\u00e7on beaucoup plus simple et plus rapide qu\u2019il n\u2019y parait.<\/span><\/p>\n

A vous de jouer !<\/strong><\/span><\/p>\n

En 2019, nous avions d\u00e9j\u00e0 donn\u00e9 une conf\u00e9rence pour Les Affaires, lors du salon Connexion, Salon de la transformation num\u00e9rique, sur <\/span>les leviers activables pour passer de la relation client, \u00e0 l\u2019exp\u00e9rience client<\/a><\/span>.<\/span><\/span><\/p>\n

Cr\u00e9dit Photo : Les Affaires<\/em>
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[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbNewsletter Subscribe Section\u00a0\u00bb _builder_version=\u00a0\u00bb3.22.7″ background_color=\u00a0\u00bb#6cbfa2″ background_color_gradient_direction=\u00a0\u00bb90deg\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|21px|0px|false|false\u00a0\u00bb global_module=\u00a0\u00bb673″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb2_3,1_3″ _builder_version=\u00a0\u00bb4.16″ custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|0|0px|false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb2_3″ _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb40px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16″ text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#000000″ text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.2em\u00a0\u00bb header_font=\u00a0\u00bb||||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#000000″ header_2_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_2_font_size=\u00a0\u00bb38px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb1000px\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb|||\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Soyez curieux !<\/h2>\n

Nous vous proposons r\u00e9guli\u00e8rement les meilleurs articles, livres blancs et infographies en lien avec le marketing relationnel, le parcours client, la donn\u00e9e et l’analytique.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_contact_form captcha=\u00a0\u00bboff\u00a0\u00bb email=\u00a0\u00bbzn5wy2rn@robot.zapier.com\u00a0\u00bb title=\u00a0\u00bbAbonnez-vous \u00e0 l’infolettre\u00a0\u00bb custom_message=\u00a0\u00bb%%email%%||et_pb_line_break_holder||||et_pb_line_break_holder||\u00a0\u00bb use_redirect=\u00a0\u00bbon\u00a0\u00bb redirect_url=\u00a0\u00bbhttps:\/\/blog.varibase.com\u00a0\u00bb success_message=\u00a0\u00bbMerci pour votre inscription.\u00a0\u00bb submit_button_text=\u00a0\u00bbJe suis curieux\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ _unique_id=\u00a0\u00bb28e35257-8824-4bd5-841b-986f891bb911″ title_level=\u00a0\u00bbh3″ title_font=\u00a0\u00bb||||||||\u00a0\u00bb title_text_color=\u00a0\u00bb#000000″ 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<\/i>\u00a0\u00a0<\/i><\/p>\n

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