{"id":12836,"date":"2014-03-13T08:45:26","date_gmt":"2014-03-13T07:45:26","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=12836"},"modified":"2022-05-14T11:38:31","modified_gmt":"2022-05-14T09:38:31","slug":"inbound-marketing-automation","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/03\/13\/inbound-marketing-automation\/","title":{"rendered":"Inbound marketing : le marketing automation est-il l’avenir du Web ?"},"content":{"rendered":"

Si on en juge par les chiffres du marketing automation fournis par <\/span>Salesforce dans cette pr\u00e9sentation Slideshare , la r\u00e9ponse para\u00eet \u00e9vidente. Mais d\u2019autres signes ne trompent pas. Ce sont les r\u00e9ponses des clients \u00e0 cette nouvelle offre qui d\u00e9barque sur le march\u00e9 fran\u00e7ais, souvent avec des r\u00e9sultats int\u00e9ressants, \u00e0 condition qu\u2019on la mette en \u0153uvre correctement et qu\u2019on en \u00e9vite les pi\u00e8ges. Les clients en arrivent, en France<\/a>, \u00e0 embrasser ces nouvelles techniques marketing<\/a>, et \u00e0 oublier les mauvais r\u00e9flexes qu\u2019on pouvait entendre par le pass\u00e9 (pas si lointain).<\/span><\/span><\/em><\/p>\n

Inbound marketing : le marketing automation est-il l’avenir du Web ?<\/h2>\n
\"Inbound
Inbound marketing : le marketing automation est-il l’avenir du Web ?<\/figcaption><\/figure>\n

\u201cLes webinaires, \u00e7a ne marche pas en France\u201d; \u201cles livres blancs, c\u2019est pour les Am\u00e9ricains\u201d ; \u201cle content marketing, trop beau pour \u00eatre vrai\u201d \u2026 ce genre de saillies drolatiques, nous les avons toutes entendues au-moins une fois, et parfois m\u00eame, il n\u2019y a pas si longtemps. <\/span><\/p>\n

La m\u00eame goguenardise s\u2019est appliqu\u00e9e au Marketing Automation<\/a> : trop beau, trop am\u00e9ricain, trop nouveau ? Plus vraiment aujourd\u2019hui. Et d\u2019ailleurs il n\u2019est pas toujours am\u00e9ricain car nous avons des entrepreneurs innovants en France (comme mon partenaire Get+<\/span>) et aussi, nous avons un avantage sur les autres pays : le n\u00b0 d\u2019immatriculation de la soci\u00e9t\u00e9 qui permet des traitements de donn\u00e9es sophistiqu\u00e9s.<\/span><\/p>\n

Marketing Automation : adoption en forte croissance<\/h2>\n

En fait, je ne suis pas un fanatique du terme Marketing Automation<\/a>, et j\u2019aurais tendance \u00e0 dire que c\u2019est le marketing (point final) que nous red\u00e9couvrons aujourd\u2019hui. Dans maintes soci\u00e9t\u00e9s de B2B<\/a> et m\u00eame de la high tech (m\u00eame les start-ups ne sont pas exemptes), c\u2019est plus une d\u00e9couverte qu\u2019une red\u00e9couverte d\u2019ailleurs.<\/p>\n

L\u2019aveuglement des marketeurs et apprentis marketeurs ces vingt derni\u00e8res ann\u00e9es a \u00e9t\u00e9 accentu\u00e9 par les techniques de Marketing direct issues de l\u2019Internet<\/a>. Trop de marketeurs ont cru \u00e0 une martingale magique qui leur permettait de \u201cbalancer\u201d des emails par milliers ou dizaines de milliers et que cela les absolvait de r\u00e9fl\u00e9chir \u00e0 la pertinence de leurs contenus.<\/p>\n

C\u2019est donc paradoxal, mais mon constat sur le terrain, c\u2019est qu\u2019alors que les techniques de marketing direct sur Internet, comme entre autres le marketing automation, deviennent de plus en plus sophistiqu\u00e9es, les clients se sentent d\u00e9munis car ils ont oubli\u00e9 les fondamentaux du marketing direct et du marketing en particulier.<\/p>\n

Paradoxale \u00e9galement, l\u2019introduction d\u2019une notion d\u2019automatisme via le marketing automation, ou le retargeting B2B tel que nous l\u2019avons d\u00e9velopp\u00e9 avec Get+<\/a>, oblige le client \u00e0 se reposer les bonnes questions. En effet, cet automatisme, s\u2019il est mal utilis\u00e9, permet surtout de multiplier les erreurs plus vite \u2026 la correction, la plus rapide possible, est indispensable, le retour aux fondamentaux aussi (la bonne vieille m\u00e9thode AIDA, notamment \u2026 un peu de r\u00e9flexion sur la qualit\u00e9 de son offre et de sa promesse ne peut pas faire de mal !)<\/p>\n

Le marketing automation, paradoxalement, impose une plus grande pertinence des messages<\/h2>\n

Ainsi, nos marketeurs du 21\u00e8me si\u00e8cle d\u00e9couvrent enfin la n\u00e9cessit\u00e9 de livrer un message pertinent \u00e0 la bonne personne, au bon moment. Passer outre, n\u2019a qu\u2019un seul r\u00e9sultat : une chute drastique des taux d\u2019ouverture et encore plus des taux de clics.<\/p>\n

Et c\u2019est bien ce \u00e0 quoi nous avons assist\u00e9 sur le terrain, du moins ici en France, mais ceux qui voyagent savent qu\u2019aux Etats Unis, les taux de r\u00e9activit\u00e9 se sont effondr\u00e9s apr\u00e8s la crise de 2008, du fait probablement d\u2019une pression trop forte exerc\u00e9e par une nu\u00e9e d\u2019ind\u00e9pendants lanc\u00e9s sur le march\u00e9 par cette crise.<\/p>\n

Ici aussi, les chiffres sont tomb\u00e9s bien bas, et certains, en B2B ont pris la gifle en pleine figure : moins de 6% de taux d\u2019ouverture en France aujourd\u2019hui et en moyenne ; nous sommes tomb\u00e9s bien bas. Le marketing automation, selon nos exp\u00e9riences terrain, nous a permis de les multiplier par 6. De tels r\u00e9sultats sont aussi \u00e0 la port\u00e9e de n\u2019importe quel client \u2026 \u00e0 condition de s\u2019appliquer sur la mise en \u0153uvre et la qualit\u00e9 des messages (aussi bien dans le fond que dans la forme).<\/p>\n

D\u2019aucuns avaient besoin de cette preuve. Une chose est certaine \u00e0 mon avis en dehors de cela, c\u2019est que le Marketing Automation est une des grandes promesses du Marketing direct sur le Web de ces prochaines ann\u00e9es.<\/p>\n","protected":false},"excerpt":{"rendered":"

Si on en juge par les chiffres du marketing automation fournis par Salesforce dans cette pr\u00e9sentation Slideshare , la r\u00e9ponse para\u00eet \u00e9vidente. Mais d\u2019autres signes ne trompent pas. Ce sont les r\u00e9ponses des clients \u00e0 cette nouvelle offre qui d\u00e9barque sur le march\u00e9 fran\u00e7ais, souvent avec des r\u00e9sultats int\u00e9ressants, \u00e0 condition qu\u2019on la mette en …<\/p>\n","protected":false},"author":2,"featured_media":68883,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[744],"tags":[],"class_list":["post-12836","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-b2b"],"yoast_head":"\nInbound marketing Automation : est-ce l\u00e0 l'avenir du Web ?<\/title>\n<meta name=\"description\" content=\"Inbound marketing : le marketing automation est-il un nouvel eldorado du Web et du marketing direct sur Internet ?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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