{"id":2555,"date":"2019-07-19T08:41:57","date_gmt":"2019-07-19T06:41:57","guid":{"rendered":"https:\/\/done.lu\/what-is-marketing-automation\/"},"modified":"2021-03-23T15:23:29","modified_gmt":"2021-03-23T14:23:29","slug":"quest-ce-que-le-marketing-automation","status":"publish","type":"post","link":"https:\/\/done.lu\/fr\/quest-ce-que-le-marketing-automation\/","title":{"rendered":"Qu\u2019est-ce que le marketing automation ?"},"content":{"rendered":"

[vc_section full_width=\u00a0\u00bbstretch_row_content\u00a0\u00bb parallax=\u00a0\u00bbcontent-moving\u00a0\u00bb parallax_speed_bg=\u00a0\u00bb2.5″ el_id=\u00a0\u00bbintro\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1596635908694{background-image: url(\/wp-content\/uploads\/2020\/08\/BG-STARS.jpg?id=109) !important;}\u00a0\u00bb][vc_row el_id=\u00a0\u00bbiss\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1596635068619{background-image: url(\/wp-content\/uploads\/2020\/08\/Moon.png?id=116) !important;}\u00a0\u00bb][vc_column][vc_single_image image=\u00a0\u00bb113″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb el_class=\u00a0\u00bbno-space-img\u00a0\u00bb][\/vc_column][\/vc_row][\/vc_section][vc_section el_id=\u00a0\u00bbblog-content\u00a0\u00bb][vc_row][vc_column][vc_column_text el_class=\u00a0\u00bbal-center\u00a0\u00bb]<\/p>\n

Qu\u2019est-ce que le marketing automation<\/span> ?<\/strong><\/h1>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00a0\u00bb1\/2″][vc_column_text]Associ\u00e9 \u00e0 l\u2019inbound marketing<\/a>, le marketing automation permet de faire gagner \u00e9norm\u00e9ment de temps aux \u00e9quipes commerciales.<\/strong> Gr\u00e2ce \u00e0 l\u2019automatisation de certaines t\u00e2ches marketing, vos \u00e9quipes de vente peuvent alors se consacrer \u00e0 l\u2019essentiel : la relation client et les actions \u00e0 forte valeur ajout\u00e9e?<\/p>\n

Marketing Automation: Definition<\/h2>\n

Souvent utilis\u00e9e en e-commerce ou dans le B2B, le marketing automatisation est une technique de marketing digital qui consiste \u00e0 automatiser des t\u00e2ches r\u00e9p\u00e9titives dans le domaine du marketing. Cela englobe notamment, les emails de confirmation d\u2019inscription \u00e0 une newsletter, l\u2019envoi d\u2019emails cibl\u00e9s et individualis\u00e9s\u2026 Son utilisation a un r\u00e9el impact sur la satisfaction client.[\/vc_column_text][\/vc_column][vc_column width=\u00a0\u00bb1\/2″][vc_single_image image=\u00a0\u00bb1085″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1597041170424{margin-bottom: 0px !important;}\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_raw_html]JTNDc3BhbiUyMGlkJTNEJTIyaHMtY3RhLXdyYXBwZXItZGViY2FjM2YtODdlZi00MzU0LWJhYzEtZjcxODE1ZDIxZjVmJTIyJTIwY2xhc3MlM0QlMjJocy1jdGEtd3JhcHBlciUyMiUzRSUzQ3NwYW4lMjBpZCUzRCUyMmhzLWN0YS1kZWJjYWMzZi04N2VmLTQzNTQtYmFjMS1mNzE4MTVkMjFmNWYlMjIlMjBjbGFzcyUzRCUyMmhzLWN0YS1ub2RlJTIwaHMtY3RhLWRlYmNhYzNmLTg3ZWYtNDM1NC1iYWMxLWY3MTgxNWQyMWY1ZiUyMiUzRSUzQyUyRnNwYW4lM0U=[\/vc_raw_html][vc_column_text]<\/p>\n

Comment fonctionne le marketing automation ?<\/h2>\n

Le marketing automation est bas\u00e9 sur le cycle de vente de l\u2019entreprise. Le processus d\u00e9bute d\u00e8s la premi\u00e8re action du visiteur et se poursuit selon un workflow pr\u00e9d\u00e9fini bas\u00e9 sur le cheminement de l\u2019internaute. Il existe donc plusieurs sc\u00e9narios possibles pour un m\u00eame site. Dans ce cas pr\u00e9cis, chaque action du visiteur d\u00e9clenche une action automatis\u00e9e.<\/p>\n

Mais le marketing automation peut \u00e9galement \u00eatre un ensemble d\u2019actions qui se d\u00e9clenchent sous certaines conditions telles que :<\/p>\n

    \n
  • Le nombre de commandes pass\u00e9es ;<\/li>\n
  • Le type de produits le plus command\u00e9 ;<\/li>\n
  • L\u2019envoi d\u2019un email \u00e0 l\u2019occasion de l\u2019anniversaire ;<\/li>\n
  • L\u2019envoi d\u2019une s\u00e9rie d\u2019e-mail selon un timing pr\u00e9d\u00e9fini ;<\/li>\n
  • Le t\u00e9l\u00e9chargement d\u2019un contenu.<\/li>\n<\/ul>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\u00a0\u00bb1\/3″][vc_single_image image=\u00a0\u00bb1088″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1597041372878{margin-bottom: 0px !important;}\u00a0\u00bb][\/vc_column_inner][vc_column_inner width=\u00a0\u00bb2\/3″][vc_column_text]<\/p>\n

    Quels sont les avantages du marketing automation ?<\/h2>\n

    Une fois mis en place, le marketing automation comporte de nombreux avantages pour une entreprise :<\/p>\n

    \u2013 Un gain de temps important : les actions automatis\u00e9es sont autant de t\u00e2ches qui ne seront plus effectu\u00e9es par les salari\u00e9s. Ce temps gagn\u00e9 pourra \u00eatre remplac\u00e9 par du relationnel client, des actions innovantes ou correctives\u2026<\/p>\n

    \u2013 Une meilleure connaissance de ses clients : chaque action client est r\u00e9pertori\u00e9e et permet de pr\u00e9ciser le profil client : habitudes d\u2019achat, panier moyen\u2026
    \n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text]
    \n\u2013 Une v\u00e9ritable strat\u00e9gie est mise en place : l\u2019entreprise garde le contr\u00f4le et navigue \u00e0 vue. Ici pas de place pour le hasard, chaque sc\u00e9nario est \u00e9tudi\u00e9 et reli\u00e9 \u00e0 une s\u00e9rie d\u2019actions automatis\u00e9es.<\/p>\n

    \u2013 Une diminution des co\u00fbts marketing : une grande partie du cycle de vente est pris en charge par le marketing automation. Une fois le client ou le prospect bien engag\u00e9 dans le tunnel de conversion, un contact humain peut prendre le relais pour finaliser une vente.[\/vc_column_text][vc_row_inner][vc_column_inner width=\u00a0\u00bb4\/5″][vc_column_text]La technique de marketing automation est efficace si et seulement si toutes les interactions possibles du visiteur sont envisag\u00e9es et si pour chacune de ces actions<\/strong>, une action automatis\u00e9e est pr\u00e9vue. Le but \u00e9tant de maintenir le contact avec le prospect jusqu\u2019\u00e0 ce que la vente soit conclue. Ensuite, le marketing automatisation se poursuit au travers diff\u00e9rentes prises de contact : envois d\u2019email, de SMS, rappels de panier non valid\u00e9, offres sp\u00e9ciales\u2026[\/vc_column_text][vc_raw_html]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[\/vc_raw_html][\/vc_column_inner][vc_column_inner width=\u00a0\u00bb1\/5″][vc_single_image image=\u00a0\u00bb1092″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1597041576040{margin-bottom: 0px !important;}\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

    [vc_section full_width=\u00a0\u00bbstretch_row_content\u00a0\u00bb parallax=\u00a0\u00bbcontent-moving\u00a0\u00bb parallax_speed_bg=\u00a0\u00bb2.5″ el_id=\u00a0\u00bbintro\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1596635908694{background-image: url(\/wp-content\/uploads\/2020\/08\/BG-STARS.jpg?id=109) !important;}\u00a0\u00bb][vc_row el_id=\u00a0\u00bbiss\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1596635068619{background-image: url(\/wp-content\/uploads\/2020\/08\/Moon.png?id=116) !important;}\u00a0\u00bb][vc_column][vc_single_image image=\u00a0\u00bb113″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb el_class=\u00a0\u00bbno-space-img\u00a0\u00bb][\/vc_column][\/vc_row][\/vc_section][vc_section el_id=\u00a0\u00bbblog-content\u00a0\u00bb][vc_row][vc_column][vc_column_text el_class=\u00a0\u00bbal-center\u00a0\u00bb] Qu\u2019est-ce que le marketing automation ? [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00a0\u00bb1\/2″][vc_column_text]Associ\u00e9 [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":8370,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[18],"tags":[],"yoast_head":"\nQu'est-ce que l'automatisation du marketing ? | Blog de Done<\/title>\n<meta name=\"description\" content=\"En automatisant certaines t\u00e2ches marketing, vos \u00e9quipes commerciales peuvent se concentrer sur l'essentiel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/done.lu\/fr\/quest-ce-que-le-marketing-automation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u2019est-ce que le marketing automation ?\" \/>\n<meta property=\"og:description\" content=\"En automatisant certaines t\u00e2ches marketing, vos \u00e9quipes commerciales peuvent se concentrer sur l'essentiel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/done.lu\/fr\/quest-ce-que-le-marketing-automation\/\" \/>\n<meta property=\"og:site_name\" content=\"Done\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/donesarl\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-19T06:41:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-23T14:23:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/done.lu\/wp-content\/uploads\/2019\/07\/Marketing-Bulle-FR-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Done\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Qu\u2019est-ce que le marketing automation ?\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/done.lu\/wp-content\/uploads\/2019\/07\/Marketing-Bulle-FR-2.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@DONElux\" \/>\n<meta name=\"twitter:site\" content=\"@DONElux\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Done\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/done.lu\/fr\/quest-ce-que-le-marketing-automation\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/done.lu\/fr\/quest-ce-que-le-marketing-automation\/\"},\"author\":{\"name\":\"Done\",\"@id\":\"https:\/\/done.lu\/#\/schema\/person\/c04de2737635312396fcd4a2c99d98ac\"},\"headline\":\"Qu\u2019est-ce que le marketing automation ?\",\"datePublished\":\"2019-07-19T06:41:57+00:00\",\"dateModified\":\"2021-03-23T14:23:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/done.lu\/fr\/quest-ce-que-le-marketing-automation\/\"},\"wordCount\":901,\"publisher\":{\"@id\":\"https:\/\/done.lu\/#organization\"},\"articleSection\":[\"Marketing Digital\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/done.lu\/fr\/quest-ce-que-le-marketing-automation\/\",\"url\":\"https:\/\/done.lu\/fr\/quest-ce-que-le-marketing-automation\/\",\"name\":\"Qu'est-ce que l'automatisation du marketing ? 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