{"id":16220,"date":"2015-01-19T09:00:45","date_gmt":"2015-01-19T08:00:45","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=16220"},"modified":"2023-05-18T11:09:26","modified_gmt":"2023-05-18T09:09:26","slug":"marketing-affiliation","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/01\/19\/marketing-affiliation\/","title":{"rendered":"Marketing : passer de l&rsquo;affiliation \u00e0 l&rsquo;affinit\u00e9"},"content":{"rendered":"<p><em>Marketing de l&rsquo;affiliation : il est temps de passer \u00e0 l&rsquo;affinit\u00e9. Deux ans apr\u00e8s notre derni\u00e8re interview avec <a href=\"https:\/\/www.effiliation.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fran\u00e7ois Deltour, patron d\u2019Effinity<\/a> (nouveau nom d\u2019Effiliation*) il nous fallait faire un nouveau point sur l\u2019affiliation et o\u00f9 elle allait. Parle-t-on encore d\u2019 \u201c<a title=\"ecommerce et innovation : vers l\u2019affiliation \u00e9quitable\" href=\"https:\/\/visionarymarketing.com\/fr\/2012\/03\/ecommerce-et-innovation-vers-laffiliation-equitable\/\" target=\"_blank\" rel=\"noopener noreferrer\">affiliation \u00e9quitable<\/a>\u201d ? Celle-ci fait-elle partie au contraire d\u2019un paysage en pleine reconfiguration ? Plongeons dans le monde du Web \u00e0 la performance avec un de nos meilleurs sp\u00e9cialistes et pionnier du Web marketing<\/em><\/p>\n<h2>Marketing affiliation : passer de l&rsquo;affiliation \u00e0 l&rsquo;affinit\u00e9<\/h2>\n<figure id=\"attachment_76219\" aria-describedby=\"caption-attachment-76219\" style=\"width: 521px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-76219 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/01\/marketing-affiliation-e1684400849195.jpg\" alt=\"Marketing : passer de l'affiliation \u00e0 l'affinit\u00e9 \" width=\"521\" height=\"347\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/01\/marketing-affiliation-e1684400849195.jpg 521w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/01\/marketing-affiliation-e1684400849195-450x300.jpg 450w\" sizes=\"(max-width: 521px) 100vw, 521px\" \/><figcaption id=\"caption-attachment-76219\" class=\"wp-caption-text\">Marketing : passer de l&rsquo;affiliation \u00e0 l&rsquo;affinit\u00e9<\/figcaption><\/figure>\n<h3>Il y a deux ans, nous avions parl\u00e9 <span class=\"removed_link\" title=\"http:\/\/www.effiliation.com\/en\/advertisers\/affinity-affiliation\/\">d\u2019affiliation \u00e9quitable<\/span>, quel est le constat et vers quoi \u00e9volue t-on aujourd\u2019hui\u00a0?<\/h3>\n<p><a title=\"affiliation \u00e9quitable\" href=\"https:\/\/visionarymarketing.com\/fr\/2012\/03\/ecommerce-et-innovation-vers-laffiliation-equitable\/\">L\u2019affiliation \u00e9quitable est une exp\u00e9rience passionnante que nous avons mise en place voil\u00e0 deux ans<\/a>, avec le parti pris consistant \u00e0 ne pas r\u00e9mun\u00e9rer uniquement le dernier acteur d\u2019une cha\u00eene de transformation mais tous les contributeurs. Cela nous a \u00e9clair\u00e9 sur la fa\u00e7on dont ont doit accompagner le client dans le programme de mise en place d\u2019affiliation et de strat\u00e9gie d\u2019acquisition.<\/p>\n<p><iframe title=\"[Fr] Fran\u00e7ois Deltour Effinity : de l&#039;affiliation \u00e0 l&#039;affinit\u00e9\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/EDP_hEq2JlA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>Il y a quand m\u00eame cet enjeu du dernier clic\u2026<\/h3>\n<p>Le dernier clic est un sujet tr\u00e8s int\u00e9ressant\u00a0: c\u2019est la doctrine qui pr\u00e9domine dans l\u2019univers des e-marchands car c\u2019est simple. Or, tout ce qui est simple est faux, tout ce qui ne l\u2019est pas est inapplicable\u2026 La beaut\u00e9 de la simplicit\u00e9 rend ce concept facile, cependant c\u2019est faux. C\u2019est d\u2019autant plus paradoxal que l\u2019on est \u00e0 l\u2019\u00e8re des <a class=\"zem_slink\" title=\"Big data\" href=\"https:\/\/en.wikipedia.org\/wiki\/Big_data\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">Big Data<\/a> et que l\u2019on cherche des informations sur les client, et l\u00e0, sciemment, les marchands d\u00e9cident d\u2019oblit\u00e9rer toute une partie de l\u2019information, c\u2019est-\u00e0-dire la fa\u00e7on dont le client est arriv\u00e9 jusqu\u2019\u00e0 eux. <a title=\"dernier clic\" href=\"http:\/\/www.definitions-webmarketing.com\/Definition-Attribution-au-dernier-clic\">Le dernier clic<\/a>, c\u2019est la survalorisation du dernier acteur et cela fait perdre \u00e9norm\u00e9ment d\u2019information.<\/p>\n<h3>Affiliation marketing : que se passera t-il dans le futur ?<\/h3>\n<p>Tous les jours, les outils s\u2019enrichissent, que ce soient les n\u00f4tres avec les <a title=\"Tracking\" href=\"http:\/\/www.webleads-tracker.fr\/Definition-web-tracking_a665.html\">syst\u00e8mes de tracking,<\/a>d\u2019attibution de commissions sur plusieurs acteurs etc. On rentre dans une \u00e8re plus sophistiqu\u00e9e, plus enthousiasmante.<\/p>\n<h3>Et par cons\u00e9quent, le <a class=\"zem_slink\" title=\"Business model\" href=\"https:\/\/en.wikipedia.org\/wiki\/Business_model\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">business model<\/a> d\u2019Effiliation est en train de s\u2019\u00e9largir pour aller au del\u00e0 de l\u2019affiliation.<\/h3>\n<p>Effectivement, le business s\u2019\u00e9largit de plusieurs fa\u00e7ons\u00a0: d\u2019abord, on a fait le constat que d\u00e8s lors que l\u2019on s\u2019int\u00e9resse \u00e0 remonter dans la chaine de transformation et aller \u00e0 la source de la prescription, la nature des prescripteurs varie. Il est \u00e9vident que nous ne somme pas influenc\u00e9s par les m\u00eames personnes d\u00e8s lors qu\u2019il s\u2019agit d\u2019acheter une photocopieuse ou un pantalon. Les inspirateurs et les personnes comp\u00e9tentes ne sont pas les m\u00eames\u00a0: chez nous, cela se traduit en termes d\u2019organisation, de verticalisation de nos activit\u00e9s, avec la mise en place d\u2019acteurs tr\u00e8s sp\u00e9cialis\u00e9s dans des \u00e9cosyst\u00e8mes diff\u00e9rents. Nous avons d\u00e9marr\u00e9 avec trois univers particuliers\u00a0: <a title=\"agence B2B\" href=\"https:\/\/web.archive.org\/web\/20161110133404\/http:\/\/www.effinity.partners:80\/effinity-b2b\/\">le B2B que l\u2019on connaissait bien puisque nous avions d\u00e9j\u00e0 une agence B2B<\/a>, la mode avec la <a title=\"Effinity Style\" href=\"https:\/\/web.archive.org\/web\/20161110141205\/http:\/\/www.effinity.partners:80\/effinity-style\/\">cr\u00e9ation d\u2019Effinity Style<\/a>, et la d\u00e9coration et ameublement avec<a title=\"Effinity Home\" href=\"http:\/\/www.effinity.partners\/\"> Effinity Home<\/a>.<!--more--><\/p>\n<h3>Vous \u00eates ainsi all\u00e9 jusqu\u2019\u00e0 changer de nom\u00a0: quel message voulez-vous faire passer\u00a0?<\/h3>\n<p>Le message \u00e0 faire passer est celui de l\u2019affinitaire, de l\u2019infini et de la complexit\u00e9 l\u00e0 o\u00f9 celui de l\u2019affinit\u00e9 reposait sur un discours un peu r\u00e9ducteur, simple, mais c\u2019\u00e9tait le discours que l\u2019\u00e9tat de la technologie nous permettait de tenir. Finalement, nous \u00e9voluons \u00e0 la fois sur le plan doctrinaire et sur le plan d\u2019exp\u00e9rience avec les outils qui nous permettent d\u2019enrichir nos connaissances.<\/p>\n<h3>Finalement, avec <a title=\"Effinity\" href=\"http:\/\/www.effinity.partners\/\">Effinity<\/a> nous ne sommes plus seulement dans le ROIsme de tr\u00e8s court terme mais dans l\u2019influence avant la performance.<\/h3>\n<p>Exactement. L\u2019id\u00e9e est de remonter la performance vers l\u2019influence mais \u00e9galement analyser et mettre en place le lien entre ces deux dimensions. L\u00e0 o\u00f9 aujourd\u2019hui beaucoup se targuent de faire en sorte de mettre les clients au bon endroit et au bon moment, nous ajoutons un aspect cl\u00e9\u00a0: la bonne mani\u00e8re. La bonne mani\u00e8re c\u2019est, l\u2019\u00e9tat de maturit\u00e9 de l\u2019internaute qui va \u00eatre \u00e0 la recherche d\u2019information. Et ce n\u2019est pas une banni\u00e8re qui va lui fournir, c\u2019est du contenu, des flux produits, des comparateurs, des code r\u00e9ductions\u2026 Pour r\u00e9sumer, on va chercher \u00e0 multiplier les natures de pr\u00e9sence pour les rendre pertinentes au regard de l\u2019attente des clients.<\/p>\n<h3>Quels sont les plans d\u2019Effinity pour le futur pour l&rsquo;affiliation marketing<\/h3>\n<p>Les plans pour le futur sont de plusieurs natures\u00a0: il y a tout d\u2019abord le pr\u00e9sent que nous souhaitons mettre en place. Outre le lancement de plusieurs projets que l\u2019on vient de d\u00e9crire (Home, <a class=\"zem_slink\" title=\"Business-to-business\" href=\"https:\/\/en.wikipedia.org\/wiki\/Business-to-business\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">B2B<\/a>, Style), nous allons lancer Effinity Travel pour le tourisme, Effinity Family pour l\u2019univers de la famille et Effinity Lifestyle pour les loisirs. Le deuxi\u00e8me point c\u2019est l\u2019univers <span class=\"removed_link\" title=\"http:\/\/www.effinity.partners\/effinity-weaver\/\">Weaver<\/span> qui est la mise \u00e0 disposition d\u2019un g\u00e9n\u00e9rateur d\u2019outils et de liens pour g\u00e9rer son partenariat et son affiliation. Le constat c\u2019est qu\u2019\u00e0 un certain moment, un certain nombre de nos clients, qu\u2019ils soient agence, annonceurs ou \u00e9diteurs ont besoin d\u2019un outil pour \u00e9tayer leur r\u00e9seau, le valoriser et \u00e9ventuellement le r\u00e9mun\u00e9rer. Nous avons tout de m\u00eame un outil qui a m\u00fbri depuis plus de 15 ans et probablement ce qu\u2019il a de mieux sur le march\u00e9, et nous souhaitons en faire b\u00e9n\u00e9ficier nos clients. Nous avons commenc\u00e9 \u00e0 commercialiser ces offres avec \u00e9norm\u00e9ment de succ\u00e8s. Nous voulons ainsi donner un souffle plus grand, et autour de ce projet de marque blanche, nous souhaitons cr\u00e9er des univers de formation avec notre structure R&amp;D de <a class=\"zem_slink\" title=\"Bordeaux, Port of the Moon\" href=\"http:\/\/whc.unesco.org\/en\/list\/1256\" target=\"_blank\" rel=\"unesco noopener noreferrer\">Bordeaux<\/a>. Nous souhaitons cr\u00e9er des universit\u00e9s du partenariat et de <a title=\"affinit\u00e9\" href=\"http:\/\/fr.wikipedia.org\/wiki\/Affinit%C3%A9#Communication\">l\u2019affinit\u00e9<\/a>.<\/p>\n<h3>M\u00eame une petite agence peut ainsi devenir affilieur.<\/h3>\n<p>Absolument. L\u2019agence de web marketing se retrouve souvent entre le marteau et l\u2019enclume\u00a0: le client d\u2019une part et la plateforme de l\u2019autre avec une gestion de sa valeur ajout\u00e9e souvent difficile. On va mettre ainsi \u00e0 disposition notre technologie et notre r\u00e9seau d\u2019affili\u00e9s et la logistique de la relation et des flux. Weaver permettra de proposer une offre tr\u00e8s simple pour permettre aux agences de g\u00e9rer pour le compte de ses clients la relation avec les affili\u00e9s, la logistique des paiements et s\u2019enrichir en permanence avec les offre de formation que nous allons mettre en place. Ce sont des mati\u00e8res infiniment vivantes donc passionnantes du fait que nous sommes en d\u00e9couverte permanente au niveau des concepts, des outils et des tendances. Nous sommes dans une dynamique perp\u00e9tuelle d\u2019acquisition de connaissance et d\u2019exp\u00e9rience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing de l&rsquo;affiliation : il est temps de passer \u00e0 l&rsquo;affinit\u00e9. Deux ans apr\u00e8s notre derni\u00e8re interview avec Fran\u00e7ois Deltour, patron d\u2019Effinity (nouveau nom d\u2019Effiliation*) il nous fallait faire un nouveau point sur l\u2019affiliation et o\u00f9 elle allait. Parle-t-on encore d\u2019 \u201caffiliation \u00e9quitable\u201d ? Celle-ci fait-elle partie au contraire d\u2019un paysage en pleine reconfiguration ? &hellip;<\/p>\n","protected":false},"author":2,"featured_media":76219,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-16220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>marketing affiliation : il faut passer \u00e0 l&#039;affinit\u00e9<\/title>\n<meta name=\"description\" content=\"L&#039;affiliation marketing est un march\u00e9 en pleine reconfiguration. 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