{"id":22688,"date":"2017-03-28T09:00:47","date_gmt":"2017-03-28T07:00:47","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=22688"},"modified":"2023-12-27T07:49:03","modified_gmt":"2023-12-27T06:49:03","slug":"strategie-digitale-e-commerce","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2017\/03\/28\/strategie-digitale-e-commerce\/","title":{"rendered":"Les 5 points d’une strat\u00e9gie digitale pour le e-commerce"},"content":{"rendered":"

Internet est semblable \u00e0 une vaste rue marchande dans laquelle de nombreux commerces sont en comp\u00e9tition. Chacun redoublant d\u2019innovation et de cr\u00e9ativit\u00e9 pour se d\u00e9marquer des autres et attirer le regard des passants. Sur le web, la concurrence est encore plus accrue et l\u2019efficacit\u00e9 d\u2019une strat\u00e9gie\u00a0digitale se mesure dans sa capacit\u00e9 \u00e0 g\u00e9n\u00e9rer et mon\u00e9tiser un trafic qualifi\u00e9.<\/em><\/p>\n

\"strat\u00e9gie
Voici les 5 points pour r\u00e9ussir de fa\u00e7on parfaite votre strat\u00e9gie digitale.<\/figcaption><\/figure>\n

La strat\u00e9gie de communication num\u00e9rique<\/h2>\n

La condition sine qua non pour r\u00e9aliser une vente sur son site est de g\u00e9n\u00e9rer du trafic qualifi\u00e9. Il convient alors d\u2019\u00e9tablir un plan de communication, qui s\u2019\u00e9chelonne g\u00e9n\u00e9ralement sur 3 ans. Celui-ci d\u00e9crit le segment de client\u00e8le vis\u00e9, les objectifs \u00e0 atteindre, les canaux utilis\u00e9s et le retour sur investissement attendu.<\/p>\n

Pour un web entrepreneur novice, l\u2019utilisation des r\u00e9seaux sociaux est la premi\u00e8re id\u00e9e qui vient \u00e0 l\u2019esprit<\/strong> lorsqu\u2019il est question de communication. Toutefois, la communication online suppose la mise en place d\u2019autres canaux tels que la publicit\u00e9 Adwords<\/a>. Celle-ci permettra d\u2019afficher des publicit\u00e9s cibl\u00e9es \u00e0 c\u00f4t\u00e9 des recherches Google<\/a> des internautes. Au-del\u00e0 d\u2019\u00eatre un moyen de communication, \u00a0Adwords repr\u00e9sente \u00e9galement un outil de pilotage int\u00e9ressant permettant d\u2019estimer les tendances des recherches, et ainsi mieux cibler les besoins des clients.<\/p>\n

<\/p>\n

Pr\u00e9cisons que le choix des canaux de communication et le calcul du retour sur investissement pr\u00e9suppose de connaitre son cout d\u2019acquisition client. Cet indicateur mesure les investissements en marketing et communication n\u00e9cessaires pour acqu\u00e9rir un nouveau client. Il se calcul ainsi\u00a0:\u00a0Co\u00fbt d’Acquisition Client = Budget communication\/ Nouveaux Clients.<\/strong><\/p>\n

Exemple\u00a0:<\/strong>
\nPrenons pour exemple un site internet commercialisant des accessoires de d\u00e9coration. Si \u00e0 l\u2019issue d\u2019une campagne publicitaire de 2\u00a0000\u20ac, le site g\u00e9n\u00e8re 50 nouveaux clients, alors le co\u00fbt d\u2019acquisition client est de 40\u20ac.<\/p><\/blockquote>\n

\u00a0Le r\u00e9f\u00e9rencement<\/h2>\n

Le r\u00e9f\u00e9rencement, aussi appel\u00e9 SEO (Search Engine Optimization), permet de devenir un site de r\u00e9f\u00e9rence sur une th\u00e9matique en apparaissant dans les premiers r\u00e9sultats d\u2019un moteur de recherche. L\u2019ambition est de g\u00e9n\u00e9rer davantage de visiteurs uniques et d\u00e9velopper la cr\u00e9dibilit\u00e9 d\u2019un site. Une pratique qui am\u00e9liore le trafic, et par cons\u00e9quent les ventes d\u2019une plateforme e-commerce.<\/p>\n

Afin d\u2019optimiser son r\u00e9f\u00e9rencement, il est important de publier du contenu de qualit\u00e9. C\u2019est pourquoi les sites e-commerce disposent g\u00e9n\u00e9ralement d\u2019un espace \u00ab\u00a0blog\u00a0\u00bb qui traite de la th\u00e9matique concern\u00e9e. En d\u00e9finissant les bons mots cl\u00e9s pour ses articles, en particulier gr\u00e2ce \u00e0 Adwords, il est possible de monter dans les classements de Google.<\/p>\n

Le SEO \u00e9tant un canal de recrutement client comme un autre, il est possible d\u2019en mesurer le retour sur investissement (ROI). Le ROI peut-\u00eatre obtenu via la formule suivante\u00a0:\u00a0ROI = (Gains li\u00e9s \u00e0 l\u2019investissement \u2013 Co\u00fbts de l\u2019investissement) \/ Co\u00fbts de l\u2019investissement.<\/strong><\/p>\n

Exemple\u00a0:<\/strong><\/p>\n

Une plateforme de e-commerce investit 16 000\u20ac en publicit\u00e9 et r\u00e9f\u00e9rencement. Un investissement qui lui permet de g\u00e9n\u00e9rer 40 nouveaux clients. Imaginons que chacun de ces nouveaux clients r\u00e9alise une commande de 450\u20ac, alors le retour sur investissement sera de\u00a0:<\/p>\n

(450*40 \u2013 16 000)\/16 000 = (18 000 \u2013 16 000)\/ 16 000= 12,5 %<\/strong><\/p><\/blockquote>\n

Dans son business plan<\/a>, il est important de pr\u00e9senter le retour sur investissement attendu pour chacun des canaux.<\/p>\n

\"strat\u00e9gie
Garder une proximit\u00e9 avec vos clients avec une strat\u00e9gie d’emailing.<\/figcaption><\/figure>\n

La newsletter<\/h2>\n

L\u2019e-mailing<\/a>, et plus particuli\u00e8rement l\u2019envoi de newsletters<\/a>, est un outil qui allie communication et fid\u00e9lisation. Pour qu\u2019un internaute re\u00e7oive une newsletter, il faut au pr\u00e9alable qu\u2019il s\u2019y soit inscrit, ce qui valide son int\u00e9r\u00eat pour le site. L\u2019objectif d\u2019une strat\u00e9gie d\u2019e-mailing va alors \u00eatre de transformer cet int\u00e9r\u00eat en vente et maintenir une certaine proximit\u00e9 avec la personne.<\/p>\n

La premi\u00e8re \u00e9tape va \u00eatre le choix du service d\u2019envoi (MailChimp<\/a> ou MailingList<\/span> par exemple). Il faudra ensuite d\u00e9finir le format de la newsletter ainsi que les contenus \u00e0 envoyer. Sachant qu\u2019un internaute porte souvent peu d\u2019attention \u00e0 la newsletter, celle-ci se doit d\u2019\u00eatre percutante. Il convient de privil\u00e9gier les contenus courts avec des illustrations qui interpellent le regard du lecteur.<\/p>\n

En automatisant l\u2019envoi de ces emails, le retour du investissement est tr\u00e8s int\u00e9ressant car cela demande peu de gestion. Dans l\u2019optique de mesurer les performances d\u2019une strat\u00e9gie d\u2019e-mailing, il est important de suivre un certain nombre d\u2019indicateurs. Parmi eux, le taux d\u2019ouverture qui se calcul en \u00e9tablissant le ratio entre les emails ouverts et ceux d\u00e9livr\u00e9s.<\/strong><\/p>\n

Pour pr\u00e9server l\u2019e-reputation du site internet, l\u2019utilisation de l\u2019e-mailing ne doit pas se r\u00e9v\u00e9ler trop intrusive ou insistante.<\/p>\n

 <\/p>\n

Soigner sa e-r\u00e9putation<\/h2>\n

\u00ab\u00a0La r\u00e9putation p\u00e8se 70% de la valeur des entreprises<\/a>\u00ab\u00a0<\/strong>, estime\u00a0Jo\u00ebl Chaudy<\/a>, expert en e-r\u00e9putation.<\/p>\n

Les professionnels de l\u2019e-commerce ont d\u00e9montr\u00e9 que la majorit\u00e9 des clients s\u2019informent sur Internet au sujet d\u2019une entreprise avant de d\u2019entrer en contact ou r\u00e9aliser un achat. Par cons\u00e9quent, la rubrique \u00ab\u00a0avis des consommateurs\u00a0\u00bb, devient une vitrine de l\u2019entreprise qu\u2019il convient d\u2019optimiser.<\/p>\n

De nombreux outils existent pour permettre de garder un \u0153il sur son image de marque sur internet. \u00a0\u00c0 titre d\u2019exemple, le logiciel Mention<\/a> permet de surveiller en temps r\u00e9el, tous les commentaires, articles ou publications\u00a0 en lien avec votre site Internet.<\/p>\n

En 2013, le Syndicat National de la Communication Directe<\/a>\u00a0a pr\u00e9sent\u00e9 un document \u00e9tablissant l\u2019importance d\u2019int\u00e9grer les r\u00e9seaux sociaux \u00e0 sa strat\u00e9gie digitale. Deux donn\u00e9es m\u00e9ritent qu\u2019on leur porte attention : 38% des internautes sont fans ou abonn\u00e9s \u00e0 au moins une marque, et 75% des abonn\u00e9es le sont par attachement<\/strong>. Des chiffres qui d\u00e9montrent l\u2019int\u00e9r\u00eat des consommateurs \u00e0 l\u2019\u00e9gard des\u00a0marques\u00a0et la forte dimension affective qu\u2019il convient de pr\u00e9server.<\/p>\n

Vous l\u2019avez sans soute remarqu\u00e9, le succ\u00e8s d\u2019une strat\u00e9gie digitale repose sur des synergies entre divers supports. Un marketing avis\u00e9 s\u2019appuie sur une connaissance pr\u00e9cise de sa client\u00e8le afin d\u2019\u00eatre au plus proche de celle-ci. Le plan d\u2019action pr\u00e9sent\u00e9 dans le business plan en d\u00e9pend en grande partie.<\/p>\n","protected":false},"excerpt":{"rendered":"

Internet est semblable \u00e0 une vaste rue marchande dans laquelle de nombreux commerces sont en comp\u00e9tition. Chacun redoublant d\u2019innovation et de cr\u00e9ativit\u00e9 pour se d\u00e9marquer des autres et attirer le regard des passants. Sur le web, la concurrence est encore plus accrue et l\u2019efficacit\u00e9 d\u2019une strat\u00e9gie\u00a0digitale se mesure dans sa capacit\u00e9 \u00e0 g\u00e9n\u00e9rer et mon\u00e9tiser …<\/p>\n","protected":false},"author":48,"featured_media":23771,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2898,1613],"tags":[],"class_list":["post-22688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-digitale","category-marketing-digital-marketing"],"yoast_head":"\nLes 5 points d'une strat\u00e9gie digitale pour e-commerce<\/title>\n<meta name=\"description\" content=\"Sur le web, la concurrence est accrue et l\u2019efficacit\u00e9 d\u2019une strat\u00e9gie digitale se mesure dans sa capacit\u00e9 \u00e0 g\u00e9n\u00e9rer et mon\u00e9tiser un trafic.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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