{"id":15237,"date":"2016-07-22T09:00:35","date_gmt":"2016-07-22T07:00:35","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=15237"},"modified":"2023-05-21T16:39:06","modified_gmt":"2023-05-21T14:39:06","slug":"veille-concurrentielle-sur-internet","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/07\/22\/veille-concurrentielle-sur-internet\/","title":{"rendered":"Les outils de veille concurrentielle sur Internet"},"content":{"rendered":"<p><em>Parlons des\u00a0outils de veille concurrentielle sur Internet. En th\u00e9orie, l\u2019Internet permet \u00e0 une entreprise de b\u00e9n\u00e9ficier d\u2019un \u00ab\u00a0coup de projecteur\u00a0\u00bb sur son activit\u00e9 et de b\u00e9n\u00e9ficier d\u2019une meilleure visibilit\u00e9. En pratique, la pr\u00e9sence d\u2019une entreprise est souvent noy\u00e9e par celle des autres et l\u2019internaute n\u2019a besoin que de quelques minutes pour identifier la meilleure offre propos\u00e9e. La <a title=\"Veille Concurrentielle\" href=\"http:\/\/fr.wikipedia.org\/wiki\/Veille_concurrentielle\">veille <\/a>concurrentielle <a href=\"http:\/\/fr.wikipedia.org\/wiki\/Veille_concurrentielle\" target=\"_blank\" rel=\"noopener noreferrer\">devient ainsi n\u00e9cessaire pour observer, analyser et anticiper les \u00e9volutions de son march\u00e9 et agir en cons\u00e9quence<\/a>. Pour se faire, il existe plusieurs outils de veille sur internet, en voici quelques exemples.\u00a0<\/em><\/p>\n<h2>Les outils de veille concurrentielle sur Internet<\/h2>\n<figure id=\"attachment_16055\" aria-describedby=\"caption-attachment-16055\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/10\/veille-cce.jpg\"><img decoding=\"async\" class=\"wp-image-16055 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/10\/veille-cce-e1652849601908.jpg\" alt=\"La veille concurrentielle est un exercice difficile et fastidieux. Mais certains outils rendent ce travail moins difficile.\" width=\"519\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/10\/veille-cce-e1652849601908.jpg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/10\/veille-cce-e1652849601908-458x300.jpg 458w\" sizes=\"(max-width: 519px) 100vw, 519px\" \/><\/a><figcaption id=\"caption-attachment-16055\" class=\"wp-caption-text\">La veille concurrentielle est un exercice difficile et fastidieux. Mais certains outils rendent ce travail moins difficile.<!--more--><\/figcaption><\/figure>\n<h2>Plusieurs outils de veille concurrentielle :<\/h2>\n<ul>\n<li>Annuaires d\u2019entreprises\u00a0: ces sites types <a title=\"Societe.com\" href=\"http:\/\/www.societe.com\/\">Societe.com<\/a>, <a title=\"Infogreffe\" href=\"https:\/\/www.infogreffe.fr\">Infogreffe<\/a>, <a title=\"Manageo\" href=\"http:\/\/www.manageo.fr\/\">Manageo<\/a>, ou <a title=\"Verif\" href=\"http:\/\/www.verif.com\/\">Verif<\/a> permettent d\u2019obtenir les\u00a0informations administratives et financi\u00e8res de chacun des concurrents.<\/li>\n<li><a title=\"WHOis\" href=\"https:\/\/www.whois.com\">Whois.net<\/a> permet d\u2019avoir des d\u00e9tails sur le d\u00e9tenteur du nom de domaine (pays, lieu d\u2019h\u00e9bergement, date de cr\u00e9ation et d\u2019expiration du nom de domaine\u2026).<\/li>\n<\/ul>\n<ul>\n<li><a title=\"INPI\" href=\"https:\/\/www.inpi.fr\/fr\/services-et-prestations\/bases-de-donnees-gratuites\/base-marques.html\">L\u2019INPI<\/a> (<a class=\"zem_slink\" title=\"National Industrial Property Institute (France)\" href=\"https:\/\/en.wikipedia.org\/wiki\/National_Industrial_Property_Institute_%28France%29\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">Institut National de la Propri\u00e9t\u00e9 Industrielle<\/a>) propose des services et des prestations (gratuites ou payantes) de veille concurrentielle, notamment en permettant d\u2019acc\u00e9der \u00e0 <a title=\"Exemple : visionary marketing\" href=\"http:\/\/bases-marques.inpi.fr\/Typo3_INPI_Marques\/marques_resultats_liste.html\">des base de donn\u00e9es de marques<\/a>, brevets, mod\u00e8les, jurisprudence\u2026<\/li>\n<\/ul>\n<ul>\n<li><a title=\"Alertes Google\" href=\"https:\/\/www.google.fr\/alerts\">Alertes Google<\/a>\u00a0: elles offrent la possibilit\u00e9\u00a0de se tenir inform\u00e9 sur un sujet, march\u00e9, un concurrent\u2026 Pour cela, on s\u00e9lectionne plusieurs mots-cl\u00e9s et Google envoie un mail \u00e0 l\u2019utilisateur au moment o\u00f9 il d\u00e9tecte une modification ou un nouveau contenu sur le sujet concern\u00e9.<\/li>\n<\/ul>\n<ul>\n<li><span class=\"removed_link\" title=\"http:\/\/fr.feedzilla.com\/rss.asp\">Flux RSS<\/span>\u00a0: de la m\u00eame mani\u00e8re, s\u2019abonner au flux RSS d\u2019un site ou d\u2019un blog qui traite d\u2019un sujet cl\u00e9, d\u2019un march\u00e9 etc. apporte une source d\u2019information utile \u00e0 la veille concurrentielle d\u2019une entreprise.<\/li>\n<\/ul>\n<ul>\n<li>Les r\u00e9seaux sociaux\u00a0: les r\u00e9seaux sociaux sont \u00e0 surveiller comme le lait sur le feu, car c\u2019est le lieu o\u00f9 un \u00ab\u00a0bad buzz\u00a0\u00bb (<a title=\"La redoute bad buzz\" href=\"http:\/\/www.lefigaro.fr\/societes\/2012\/01\/05\/04015-20120105ARTFIG00847-la-photo-de-la-redoute-a-tout-du-contenu-viral.php\">nous nous rappelons cette \u00ab\u00a0gaffe\u00a0\u00bb de la redoute qui avait fait le tour du web quelques heures apr\u00e8s sa diffusion gr\u00e2ce aux r\u00e9seaux sociaux<\/a>) ou une information cl\u00e9 peut se diffuser tr\u00e8s rapidement. Pour d\u00e9tecter cela on peut utiliser les alertes Google, puis utiliser outil comme <a class=\"zem_slink\" title=\"HootSuite\" href=\"http:\/\/hootsuite.com\" target=\"_blank\" rel=\"homepage noopener noreferrer\">Hootsuite<\/a> pour intervenir rapidement sur plusieurs r\u00e9seaux sociaux. Une solution efficace de veille sur les m\u00e9dias sociaux existe \u00e9galement avec <a title=\"Alerti\" href=\"http:\/\/fr.alerti.com\/\">Alerti<\/a>.<\/li>\n<\/ul>\n<ul>\n<li>Le site, blog et newsletter du concurrent\u00a0: c\u2019est une fa\u00e7on tr\u00e8s simple de conna\u00eetre la fa\u00e7on dont le concurrent communique aupr\u00e8s de ses clients, les offres qu\u2019il met en avant etc.<\/li>\n<\/ul>\n<p>En mati\u00e8re d&rsquo;outils de veille concurrentielle sur Internet, l&rsquo;entreprise n&rsquo;a donc que l&#8217;embarras du choix. La difficult\u00e9 r\u00e9side dans la capacit\u00e9 \u00e0 combiner ces diff\u00e9rents outils pour optimiser leur efficacit\u00e9. Il ne faut pas oublier que l&rsquo;Internet fait depuis longtemps partie de l&rsquo;environnement de l&rsquo;entreprise, que celle-ci le veuille ou non (il existe bien s\u00fbr des soci\u00e9t\u00e9s qui r\u00e9sistent encore et toujours \u00e0 l&rsquo;envahisseur, mais elles sont de moins en moins nombreuses). Par exemple, le community manager est souvent cantonn\u00e9 \u00e0 un r\u00f4le de SAV en ligne, alors que celui-ci poss\u00e8de des informations qui peuvent \u00eatre essentielles \u00e0 l&rsquo;orientation strat\u00e9gique de l&rsquo;entreprise.<\/p>\n<p><!--more--><\/p>\n<h3>Interview &#8211; Veille concurrentielle centr\u00e9e sur les prix\u00a0: une start-up fran\u00e7aise lance son outil<\/h3>\n<p style=\"text-align: left;\"><span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/pub\/charles-colson\/94\/5a\/885\">Charles Colson<\/span> est chef de projet de <a title=\"Studio Cloud\" href=\"http:\/\/www.studiocloud.fr\/\">Studio Cloud<\/a>, une <a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/10\/charles-colson.jpg\"><img decoding=\"async\" class=\"size-full wp-image-16054 alignright\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/10\/charles-colson.jpg\" alt=\"charles colson\" width=\"200\" height=\"200\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/10\/charles-colson.jpg 200w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/10\/charles-colson-150x150.jpg 150w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/10\/charles-colson-50x50.jpg 50w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/10\/charles-colson-125x125.jpg 125w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/a>agence digitale bas\u00e9e \u00e0 <a class=\"zem_slink\" title=\"Metz\" href=\"http:\/\/maps.google.com\/maps?ll=49.1202777778,6.17777777778&amp;spn=0.1,0.1&amp;q=49.1202777778,6.17777777778 (Metz)&amp;t=h\" target=\"_blank\" rel=\"geolocation noopener noreferrer\">Metz<\/a>, qui a pour vocation de rechercher et d\u00e9velopper des projets web innovants. Cette recherche d\u2019id\u00e9e de projets se fait principalement sur les m\u00e9dias sociaux o\u00f9 l\u2019\u00e9quipe effectue une veille pour rechercher de nouveaux besoins, de nouvelles probl\u00e9matiques.<\/p>\n<p style=\"text-align: left;\">Les m\u00e9dias sociaux servent aussi \u00e0 avoir des retours sur les projets en cours, leur permettant de conforter le d\u00e9veloppement d\u2019un projet ou apporter des critiques pour le faire \u00e9voluer.<\/p>\n<p style=\"text-align: left;\">C\u2019est ainsi que s\u2019est d\u00e9velopp\u00e9 <a title=\"Price Jet\" href=\"https:\/\/web.archive.org\/web\/20220113151111\/https:\/\/www.pricejet.fr\/\">Price Jet<\/a>, solution permettant de surveiller les prix de ses concurrents. Cet outil de veille envoie des alertes d\u00e8s qu\u2019il y a une variation dans les prix pratiqu\u00e9s par la concurrence.<\/p>\n<h2>Comment est n\u00e9e cette id\u00e9e\u00a0?<\/h2>\n<blockquote class=\"quote-light\"><p>Cette id\u00e9e est n\u00e9e de l\u2019un de nos clients qui \u00e9tait pr\u00e9sent dans la distribution classique et qui avait un besoin de surveiller le march\u00e9 web qui n\u2019\u00e9tait pas son march\u00e9 premier. Nous avons analys\u00e9 ces outils de veille sur la toile, et nous avons trouv\u00e9 diff\u00e9rentes solutions, soit en France, soit en Am\u00e9rique, mais cela ne r\u00e9pondait pas compl\u00e8tement \u00e0 son besoin pour deux raisons\u00a0: la premi\u00e8re \u00e9tant que cette solution \u00e9tait compl\u00e8tement automatis\u00e9e, ce qui comportait des risques, notamment au niveau des caract\u00e9ristiques des produits (ce moteur va comparer deux produits qui n\u2019ont pas la m\u00eame contenance). La deuxi\u00e8me raison \u00e9tait le co\u00fbt, qui ne correspondait pas au budget de notre client.<\/p><\/blockquote>\n<h3>Le but de cet outil de veille concurrentielle est d\u2019\u00eatre parfaitement automatis\u00e9\u2026<\/h3>\n<p>L\u2019id\u00e9e est l\u00e0. En d\u00e9marrant ce projet, nous nous sommes fix\u00e9 l\u2019objectif d\u2019automatiser compl\u00e8tement notre syst\u00e8me de prix o\u00f9 lorsque le concurrent baisse son prix, mon prix baisse automatiquement, dans la mesure o\u00f9 le prix me permet de conserver un marge. Le process prix s\u2019automatise ainsi en fonction de ce que fait mon concurrent. Pour cela, nous avons d\u00e9velopp\u00e9 des <a class=\"zem_slink\" title=\"Application programming interface\" href=\"https:\/\/en.wikipedia.org\/wiki\/Application_programming_interface\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">API<\/a> qui permettent de connecter Price Jet avec n\u2019importe quel autre syst\u00e8me et c\u2019est tout l\u2019int\u00e9r\u00eat pour les commer\u00e7ants. Nous avons ensuite d\u00e9velopp\u00e9\u00a0des solutions d\u2019alertes par mail o\u00f9 le client a la possibilit\u00e9 d\u2019appuyer sur un bouton \u00ab\u00a0je m\u2019aligne\u00a0\u00bb.<\/p>\n<p>Pour finir, pr\u00e9cisons qu&rsquo;il ne faut pas se laisser guider par ces outils : la veille concurrentielle est avant tout une affaire d&rsquo;analyse et de d\u00e9cision qui, si elle peut \u00eatre facilit\u00e9e par des outils, doit \u00eatre prise\u00a0par un d\u00e9cideur capable de d\u00e9finir correctement son concurrent, dans quelle mesure il peut s&rsquo;aligner sur ses prix, s&rsquo;il doit le suivre ou au contraire s&rsquo;en \u00e9loigner&#8230;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>[mc4wp_form]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Parlons des\u00a0outils de veille concurrentielle sur Internet. En th\u00e9orie, l\u2019Internet permet \u00e0 une entreprise de b\u00e9n\u00e9ficier d\u2019un \u00ab\u00a0coup de projecteur\u00a0\u00bb sur son activit\u00e9 et de b\u00e9n\u00e9ficier d\u2019une meilleure visibilit\u00e9. En pratique, la pr\u00e9sence d\u2019une entreprise est souvent noy\u00e9e par celle des autres et l\u2019internaute n\u2019a besoin que de quelques minutes pour identifier la meilleure offre &hellip;<\/p>\n","protected":false},"author":29,"featured_media":16055,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-15237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Veille concurrentielle sur Internet : outils et astuces<\/title>\n<meta name=\"description\" content=\"La veille concurrentielle sur internet est un exercice fastidieux qui peut n\u00e9anmoins \u00eatre plus ais\u00e9 en utilisant certains outils...\" \/>\n<meta name=\"robots\" content=\"index, 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