{"id":2035,"date":"2022-12-13T08:08:11","date_gmt":"2022-12-13T13:08:11","guid":{"rendered":"https:\/\/varibase.com\/blog\/?p=2035"},"modified":"2023-01-03T17:32:24","modified_gmt":"2023-01-03T22:32:24","slug":"5-usages-segmentation-marketing-client","status":"publish","type":"post","link":"https:\/\/varibase.com\/blog\/5-usages-segmentation-marketing-client\/","title":{"rendered":"5 fa\u00e7ons de tirer profit de votre segmentation marketing client"},"content":{"rendered":"

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<\/span><\/h1>\n

5 fa\u00e7ons de tirer profit de votre segmentation marketing client<\/span><\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][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\/2022\/12\/VAR-PHOTO-ARTICLE2-Connaissance-client-SEGMENTATION-PILIER2.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 custom_padding=\u00a0\u00bb||0px|||\u00a0\u00bb border_color_all=\u00a0\u00bb#ffffff\u00a0\u00bb border_color_all_image=\u00a0\u00bb#ffffff\u00a0\u00bb inline_fonts=\u00a0\u00bbCircular Book\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.18.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb 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 custom_margin=\u00a0\u00bb0vw||0vw||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Qu\u2019est-ce que la segmentation marketing client? <\/span><\/h2>\n

La segmentation de la client\u00e8le est un processus qui consiste \u00e0 regrouper certains clients en fonction de facteurs tels que leur d\u00e9mographie, leur psychographie ou encore leurs comportements d\u2019achat. On peut appliquer ces principes \u00e0 n’importe quel secteur, y compris la vente au d\u00e9tail, la finance et la sant\u00e9. Gr\u00e2ce \u00e0 cet exercice, les entreprises peuvent mieux comprendre leurs clients et concevoir des strat\u00e9gies marketing tr\u00e8s cibl\u00e9es.<\/span><\/p>\n

Les applications pratiques peuvent varier selon les divers crit\u00e8res propres \u00e0 chaque entreprise mais le but principal de cette strat\u00e9gie c’est de permettre un marketing diff\u00e9renci\u00e9 selon s’il s’agit d’un client ou d’un prospect, d’un client fid\u00e8le ou occasionnel, de sa situation g\u00e9ographique des crit\u00e8res socio-d\u00e9mographiques d’un type de march\u00e9.<\/span><\/p>\n

Les crit\u00e8res de segmentation li\u00e9s \u00e0 la consommation de produits ou services, telles que la trilogie : R\u00e9cence-Fr\u00e9quence-Montant (RFM) sont des standards de nombreuses activit\u00e9s commerciales.<\/span><\/p>\n

Segmenter la client\u00e8le permet de mieux cibler chaque client ou prospect et de personnaliser les communications avec des outils de marketing automation ou des campagnes cibl\u00e9es. <\/span><\/p>\n

Une bonne segmentation peut ainsi entra\u00eener une augmentation des revenus, un meilleur retour sur investissement marketing et une meilleure exp\u00e9rience client. Mais concr\u00e8tement, quels sont les usages les plus efficaces de la segmentation client? <\/span>
<\/span><\/p>\n

Continuez de lire pour les 5 meilleures fa\u00e7ons de tirer parti de votre segmentation.<\/span><\/p>\n

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1. Une meilleure compr\u00e9hension du cycle de vie des clients par rapport \u00e0 votre marque<\/h2>\n

La segmentation de la client\u00e8le est un moyen puissant de comprendre le cycle de vie du client. Le cycle de vie du client est d\u00e9fini comme l’\u00e9tape ou les phases auxquelles se trouve un client dans son parcours avec la marque. C\u2019est important de mieux comprendre ce parcours parce que, en tant qu’entreprise, on peut l’utiliser pour d\u00e9terminer quel type de marketing fonctionnera le mieux afin de g\u00e9n\u00e9rer le plus de valeur.<\/span><\/p>\n

Le cycle de vie client peut \u00eatre d\u00e9compos\u00e9 en quatre phases : notori\u00e9t\u00e9, consid\u00e9ration, achat et fid\u00e9lit\u00e9, mais une segmentation permettra d\u2019ajouter des \u00e9l\u00e9ments suppl\u00e9mentaires et arriver \u00e0 des segments beaucoup plus pointus tel \u00ab Curieux \u00bb \u00ab Endormis \u00bb ou \u00ab Opportunistes \u00bb chacun avec leurs particularit\u00e9s, et encore plus important, des attentes communes et r\u00e9actions aux actions marketing.<\/span><\/p>\n

En effet certains de vos clients \u201copportunistes\u201d par exemple ne seront dans la phase de conversion achat que lors de votre plus grande vente de l\u2019ann\u00e9e lors du vendredi fou. Les indicateurs utilis\u00e9s lors de votre segmentation vous permettront d\u2019avoir cette granularit\u00e9 dans la compr\u00e9hension du cycle de vente de vos clients.<\/span><\/p>\n

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2. Augmenter l’efficacit\u00e9 des campagnes marketing<\/h2>\n

Beaucoup d\u2019initiatives marketing sont con\u00e7ues pour faire passer un client de la notori\u00e9t\u00e9 \u00e0 la consid\u00e9ration et enfin \u00e0 l’achat. En comprenant davantage les groupes de clients qui g\u00e9n\u00e8rent le chiffre d\u2019affaires, et non seulement leur statut, mais leur \u00ab vecteur \u00bb (en voie de fid\u00e9lisation, ou en voie d\u2019abandon) \u00e0 travers la segmentation, on peut imaginer le bon discours, un discours encore plus adapt\u00e9 \u00e0 leur situation particuli\u00e8re, pour les inciter \u00e0 d\u00e9couvrir plus de produits dans l\u2019univers de la marque, de les accompagner dans l\u2019utilisation de leurs achats, ou encore de les r\u00e9activer en tant que client.<\/span><\/p>\n

On peut, par exemple, \u00e0 travers un ciblage sur les \u00ab Endormis \u00bb envoyer un message particulier pour les inciter \u00e0 revenir sur les pages du site eCommerce. On peut en m\u00eame temps envoyer un message compl\u00e8tement diff\u00e9rent aux \u00ab Curieux \u00bb pour les inviter \u00e0 participer \u00e0 un \u00e9v\u00e8nement local ou ils pourront tester des \u00e9chantillons ou proposer un programme de d\u00e9couverte des gammes de produits de la marque.<\/span><\/p>\n

Lorsqu’on utilise un segment de client\u00e8le pour cibler une niche, ou du moins un groupe homog\u00e8ne \u00e0 l’int\u00e9rieur des listes clients ou prospect, la cible marketing plus \u00e9troite fait qu’il est possible de r\u00e9aliser une communication tr\u00e8s pertinente vers le bon client, et positionner un produit ou un service vers tous les segments marketing qui sont susceptibles d’\u00eatre int\u00e9ress\u00e9s, et excluant les diff\u00e9rents segments qui n’ont pas de propension \u00e0 les acheter et adapter son offre en cons\u00e9quence.<\/span><\/p>\n

De longue date en marketing nous savons qu\u2019un message plus personnalis\u00e9 est plus efficace, et en cr\u00e9ant un message sp\u00e9cifique appropri\u00e9 pour un segment donn\u00e9 on augmente la pertinence du message sur ce segment de fa\u00e7on tr\u00e8s importante ce qui peut amener un r\u00e9el avantage concurrentiel.<\/span><\/p>\n

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3. Diminuer le d\u00e9sengagement<\/h2>\n

L\u2019abandon, ou le d\u00e9sengagement, est un des \u00e9l\u00e9ments les plus importants pour la majorit\u00e9 des entreprises. En moyenne, une entreprise en B2C perd environ 6.7% de leurs clients annuellement. (Recurly Research 2022)<\/span><\/p>\n

Le dicton en marketing dit qu\u2019il coute 5 fois plus de recruter un nouveau client que de garder un client existant. Le probl\u00e8me la plupart du temps c\u2019est qu\u2019on ne sait pas qui est sur le point de nous quitter. Avec la segmentation client il est possible de rep\u00e9rer les comportements communs des clients qui sont sur le point d\u2019abandonner et les regrouper dans un ou plusieurs segments ( \u00ab Insatisfaits \u00bb, \u00ab Inactif \u00bb ou \u00ab Blas\u00e9s \u00bb ) et communiquer avec eux en cons\u00e9quence pour essayer de les r\u00e9activer et adresser leurs h\u00e9sitations.<\/span> <\/p>\n

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4. Augmenter le retour sur investissement<\/h2>\n

\u00c0 travers l\u2019exercice de segmentation de la client\u00e8le on identifie des groupes de clients \u00e0 plus haut potentiel, et des groupes \u00e0 plus bas potentiel, selon plusieurs types de donn\u00e9es, soit comportementales, d\u2019achat, ou socio-d\u00e9mographiques. <\/span>
En concentrant l\u2019investissement marketing sur des segments \u00e0 plus haut potentiel, on augmente \u00e9galement le rendement et le retour de l’investissement des campagnes, ce qui optimise le budget.<\/span><\/p>\n

Cela ne veut pas dire, bien entendu, qu\u2019on ignore les autres groupes pour autant, simplement qu\u2019on r\u00e9duit ou limite les co\u00fbts sur les initiatives qui s\u2019adressent aux segments \u00e0 plus faible potentiel et qu\u2019on met plus de budget sur les initiatives dirig\u00e9es vers les segments \u00e0 haut potentiel, par exemple, ou en favorisant les groupes \u00ab de la rel\u00e8ve \u00bb pour les faire changer de comportement et les motiver vers un segment plus profitable. <\/span>
<\/span><\/p>\n

Un ciblage marketing \u00e9volu\u00e9 gr\u00e2ce \u00e0 des analyses statistiques permet de diviser votre march\u00e9 et il sera possible de cr\u00e9er des communications plus pertinentes et efficaces.<\/span><\/p>\n

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5. Mesurer l’efficacit\u00e9 de votre plan d’action marketing strat\u00e9gique<\/h2>\n

Si vous cherchez \u00e0 augmenter la fid\u00e9lit\u00e9 de vos clients vous pourrez vous appuyer sur la segmentation client. Une fois mise en place, , on se doit de tourner notre attention vers l\u2019identification et l\u2019application des leviers comportementaux qui pourraient inciter les clients de passer d\u2019un segment \u00e0 un autre et d\u2019augmenter la fid\u00e9lit\u00e9 des clients \u00e0 la marque ou aux produits et services, par exemple \u00e0 travers la cr\u00e9ation d\u2019un club de loyaut\u00e9.<\/span><\/p>\n

Souvent pour mesurer ces changements de comportement on va cr\u00e9er un outil interne pour analyser les migrations des prospects et clients \u00e0 travers la segmentation, que ce soit via un tableau de bord, un rapport, ou une matrice de passage inter-segment.<\/span><\/p>\n

La matrice de passage qui permet de visualiser les changements des segments client dans le temps et ainsi mieux \u00e9valuer l\u2019impact r\u00e9el des op\u00e9rations marketing et de la strat\u00e9gie de segmentation elle-m\u00eame, est un des meilleurs outils pour tirer profit de votre segmentation. Elle devient une mesure de performance du programme de loyaut\u00e9 et\/ou du plan marketing. En observant l\u2019impact des initiatives sur la matrice de passage on peut identifier les offres et les communications qui ont un impact positif sur les habitudes d\u2019achat des clients. <\/span>
<\/span><\/p>\n

Pour que cet exercice porte fruits et soit bien exploitable, cependant, rappelez-vous de mettre de c\u00f4t\u00e9 un \u00e9chantillon t\u00e9moin statistiquement repr\u00e9sentatif qui pourra t\u00e9moigner des impacts sur le comportement des clients sollicit\u00e9s en plus des tests A\/B que vous ferez aupr\u00e8s de l\u2019ensemble de clients. (Et, bien s\u00fbr, toujours le faire par initiative et par segment pour pouvoir \u00e9tudier cet impact de fa\u00e7on granulaire) <\/span>
<\/span><\/p>\n

Avec chaque test et initiative vous verrez alors it\u00e9rativement ce qui fonctionne, et ce qui ne fonctionne pas, et vous en apprendrez davantage avec chaque cycle.<\/span><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.18.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb 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||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_2_line_height=\u00a0\u00bb1.1em\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 min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Points \u00e0 retenir<\/span><\/h2>\n

La segmentation de la client\u00e8le est un but en soi d\u2019un point de vue analytique, mais encore plus important, et plus int\u00e9ressant \u00e9galement est l\u2019application pratique que l\u2019on peut en faire.<\/span><\/p>\n

En effet, l’exercice est un point de d\u00e9part pour des initiatives marketing de plus en plus efficaces, plus rentables, et qui justifient leur investissement marketing. <\/span>
<\/span><\/p>\n

L\u2019optimisation des budgets marketing, nous le savons tr\u00e8s bien, est un sujet d\u2019actualit\u00e9 pour toutes les marques, et d\u00e9partements marketing. L\u2019utilisation de la segmentation pour am\u00e9liorer la performance des efforts est le meilleur moyen d’optimiser les budgets marketing.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb0px||4px|||\u00a0\u00bb][et_pb_column _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb type=\u00a0\u00bb4_4″][et_pb_divider _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb global_module=\u00a0\u00bb2157″ theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb 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||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_2_line_height=\u00a0\u00bb1.1em\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 min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb]<\/p>\n

Et si nous avions confi\u00e9 cet article \u00e0 l’intelligence artificielle?<\/span><\/h2>\n

En prenant la d\u00e9cision d’\u00e9crire des articles de blog au sujet de notre m\u00e9tier, nous nous sommes pos\u00e9s la question: Avec tous les nouveaux syst\u00e8mes d’intelligence artificielle qui aujourd’hui sont int\u00e9gr\u00e9s aux outils de r\u00e9daction de contenu, est-ce qu’il y a encore de la place \u00e0 la cr\u00e9ation de contenu par des experts humains sur le sujet du marketing relationnel?<\/span><\/p>\n

Nous avons voulu comparer notre savoir-faire aux pouvoirs de recherche et r\u00e9daction d’un engin \u00e9volu\u00e9 d’intelligence artificielle et lui poser exactement la m\u00eame question.<\/span><\/p>\n

Voici donc la version alternative de notre article, \u00e9crite par OpenAI:<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||2px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bbrgba(148,216,75,0.15)\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb 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||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_2_line_height=\u00a0\u00bb1.1em\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 min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||20px|||\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n

5 fa\u00e7ons de tirer profit de votre segmentation marketing client<\/h2>\n

Par: OpenAI<\/a><\/span><\/p>\n

Voici cinq fa\u00e7ons de tirer profit de votre segmentation marketing client:<\/span><\/p>\n

Am\u00e9lioration de l’efficacit\u00e9 de votre strat\u00e9gie de marketing: en segmentant votre audience, vous pouvez cibler votre strat\u00e9gie de marketing sur les segments les plus pertinents et ainsi maximiser votre ROI.<\/span><\/p>\n

Personnalisation de votre message marketing: en connaissant les besoins, les int\u00e9r\u00eats et les comportements de vos segments de clients, vous pouvez adapter votre message marketing pour qu’il soit plus personnel et plus pertinant.<\/span><\/p>\n

Cr\u00e9ation de contenu de qualit\u00e9 sup\u00e9rieure: en segmentant votre audience, vous pouvez cr\u00e9er du contenu qui r\u00e9pond aux besoins sp\u00e9cifiques de chaque segment, ce qui peut am\u00e9liorer l’engagement de vos clients et la fid\u00e9lisation.<\/span><\/p>\n

Optimisation de votre strat\u00e9gie de ciblage publicitaire: en segmentant votre audience, vous pouvez cibler vos annonces publicitaires sur les segments les plus pertinents, ce qui peut entra\u00eener un meilleur taux de conversion.<\/span><\/p>\n

Am\u00e9lioration de la qualit\u00e9 de votre service client: en connaissant les besoins et les pr\u00e9f\u00e9rences de vos segments de clients, vous pouvez am\u00e9liorer la qualit\u00e9 de votre service \u00e0 la client\u00e8le en offrant une exp\u00e9rience plus personnalis\u00e9e et adapt\u00e9e \u00e0 chaque segment.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_2,1_2″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#6cbfa2″ custom_margin=\u00a0\u00bb0px||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#000000″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_cta title=\u00a0\u00bbNotre article vous a-t-il plu? Et celui cr\u00e9e par l’intelligence artificielle? Avez-vous envie d’en savoir plus?\u00a0\u00bb button_url=\u00a0\u00bb#contact\u00a0\u00bb button_text=\u00a0\u00bbContactez nos humains\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font_size=\u00a0\u00bb26px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb1px\u00a0\u00bb header_line_height=\u00a0\u00bb1.1em\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||2vw||true|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||||false|false\u00a0\u00bb link_option_url=\u00a0\u00bb#contact\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb global_module=\u00a0\u00bb2152″ theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb]<\/p>\n

Pour consulter les experts de Varibase et discuter avec des vrais humains, communiquez avec nous<\/p>\n

[\/et_pb_cta][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#6cbfa2″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_cta title=\u00a0\u00bbVotre segmentation client est bien exploit\u00e9e? \u00a0\u00bb button_url=\u00a0\u00bbhttps:\/\/varibase.com\/blog\/5-meilleures-pratiques-pour-reussir-onboarding-client\u00a0\u00bb button_text=\u00a0\u00bbProchain article : Onboarding Client\u00a0\u00bb _builder_version=\u00a0\u00bb4.18.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_line_height=\u00a0\u00bb1.1em\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb]<\/p>\n

Une des prochaines \u00e9tapes pourrait \u00eatre de cr\u00e9er un flux d’onboarding client efficace<\/p>\n

[\/et_pb_cta][\/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

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\u00a0Division de Varibase.com<\/strong><\/span><\/p>\n

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Gr\u00e2ce \u00e0 cet exercice, les entreprises peuvent mieux comprendre leurs clients et concevoir des strat\u00e9gies marketing plus cibl\u00e9es.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"1080","footnotes":""},"categories":[24],"tags":[],"class_list":["post-2035","post","type-post","status-publish","format-standard","hentry","category-customerjourney-segmentation"],"yoast_head":"\n5 usages d'une segmentation marketing client\u00a0 - Le blog du Marketing Relationnel, par Varibase<\/title>\n<meta name=\"description\" content=\"Une segmentation marketing est essentielle pour d\u00e9couvrir les diff\u00e9rents groupes qui se cachent dans vos listes de clients, et de cibler chaque segment de fa\u00e7on plus pertinente.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/varibase.com\/blog\/5-usages-segmentation-marketing-client\/\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alex\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/varibase.com\/blog\/5-usages-segmentation-marketing-client\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/varibase.com\/blog\/5-usages-segmentation-marketing-client\/\"},\"author\":{\"name\":\"Alex\",\"@id\":\"https:\/\/varibase.com\/blog\/#\/schema\/person\/9095c70a147bb23febbf67af0b72db72\"},\"headline\":\"5 fa\u00e7ons de tirer profit de votre segmentation marketing client\",\"datePublished\":\"2022-12-13T13:08:11+00:00\",\"dateModified\":\"2023-01-03T22:32:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/varibase.com\/blog\/5-usages-segmentation-marketing-client\/\"},\"wordCount\":4579,\"publisher\":{\"@id\":\"https:\/\/varibase.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/varibase.com\/blog\/5-usages-segmentation-marketing-client\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/varibase.com\/img\/logo-inverse.svg\",\"articleSection\":[\"Connaissance client\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/varibase.com\/blog\/5-usages-segmentation-marketing-client\/\",\"url\":\"https:\/\/varibase.com\/blog\/5-usages-segmentation-marketing-client\/\",\"name\":\"5 usages d'une segmentation marketing client\u00a0 - 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