{"id":30321,"date":"2019-03-19T08:30:08","date_gmt":"2019-03-19T07:30:08","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=30321"},"modified":"2024-05-05T19:22:34","modified_gmt":"2024-05-05T17:22:34","slug":"mobile-first","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2019\/03\/19\/mobile-first\/","title":{"rendered":"Mobile First : histoire et perspectives pour le Web"},"content":{"rendered":"<p><em>Depuis 2011, et la parution du livre <strong>mobile first<\/strong> de\u00a0<a href=\"https:\/\/www.lukew.com\/about\/\" target=\"_blank\" rel=\"noopener\">Luke Wroblewski<\/a>, le <a href=\"https:\/\/visionarymarketing.com\/2017\/12\/barometre-du-numerique-2017-essor-mobile\/\" target=\"_blank\" rel=\"noopener\">web mobile<\/a> n&rsquo;a cess\u00e9 de se d\u00e9velopper. Aujourd&rsquo;hui il est absolument n\u00e9cessaire d&rsquo;adapter nos contenus au mobile, voire m\u00eame de prioriser ce support lors de la conception.<\/em><\/p>\n<h2>Mobile first : un sujet incontournable<\/h2>\n<figure id=\"attachment_80468\" aria-describedby=\"caption-attachment-80468\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-80468 size-large\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2024\/05\/mobile-phone-1019862-e1714929182585-1024x536.jpg\" alt=\"Mobile first\" width=\"1024\" height=\"536\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2024\/05\/mobile-phone-1019862-e1714929182585-1024x536.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2024\/05\/mobile-phone-1019862-e1714929182585-500x262.jpg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2024\/05\/mobile-phone-1019862-e1714929182585-768x402.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2024\/05\/mobile-phone-1019862-e1714929182585.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-80468\" class=\"wp-caption-text\">Plus la peine de demander quel est le terminal qui compte le plus aujourd&rsquo;hui.<\/figcaption><\/figure>\n<p>Un utilisateur de smartphone passe environ 90% de son temps sur des applications contre seulement 10% sur le Web. Certaines entreprises comme Instagram ou Snapchat ont m\u00eame pris le pari de n&rsquo;\u00eatre disponibles que sur smartphone, et de ne garder une pr\u00e9sence Web que pour la d\u00e9couverte de l&rsquo;application.<\/p>\n<p><a href=\"https:\/\/viuz.com\/2019\/03\/12\/2019-an-i-de-la-revolution-des-contenus-par-le-mobile\/\" target=\"_blank\" rel=\"noopener\">Dans une interview parue chez Viuz<\/a>, j&rsquo;ai demand\u00e9 \u00e0\u00a0<a href=\"http:\/\/AlexJubien.com\" target=\"_blank\" rel=\"noopener\"><strong>Alexandre Jubien<\/strong><\/a>, conf\u00e9rencier et <a href=\"http:\/\/AlexJubien.com\" target=\"_blank\" rel=\"noopener\">expert mobile<\/a> (et un de mes profs dans le master sp\u00e9cialis\u00e9 Digital Business Strategy de GEM), de nous faire part de son exp\u00e9rience et de sa <strong>vision du web sur smartphone<\/strong>, depuis l&rsquo;av\u00e8nement du mobile first, jusqu&rsquo;au mobile only.<!--more--><\/p>\n<p><iframe title=\"Du responsive design au mobile only\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/QQH2OUooVZg?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<p>Ce texte est inspir\u00e9 d&rsquo;une interview vid\u00e9o que j&rsquo;ai int\u00e9gr\u00e9e ci-dessus. Dans cette video, j&rsquo;aborde \u00e9galement avec Alex le sujet des r\u00e9seaux sociaux. Ils repr\u00e9sentent <strong>25% de l&rsquo;usage sur t\u00e9l\u00e9phone portable<\/strong>, avec de nouvelles formes de contenu adapt\u00e9es au mobile tels que les formats <strong>\u00ab\u00a0Brut\u00a0\u00bb<\/strong> ou \u00ab\u00a0<a href=\"https:\/\/www.fastory.io\/fr\/\" target=\"_blank\" rel=\"noopener\">fastory<\/a>\u00ab\u00a0.<\/p>\n<h3>Ce qu&rsquo;il faut retenir de cette interview vid\u00e9o<\/h3>\n<p><strong>Il y a un premier \u00e2ge dans le marketing sur smartphone c&rsquo;est environ 2011 la p\u00e9riode du responsive design : \u00a0<\/strong>Avec le responsive design on concevait d&rsquo;abord sur mobile puis sur desktop et tablettes. Mais il s&rsquo;agissait surtout d&rsquo;un angle technique, d&rsquo;une m\u00e9thode de conception.<\/p>\n<figure id=\"attachment_30373\" aria-describedby=\"caption-attachment-30373\" style=\"width: 250px\" class=\"wp-caption alignright\"><img decoding=\"async\" class=\"wp-image-30373 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/03\/MobileFirstVSdesktopFirst-e1552991315466.png\" alt=\"mobile first\" width=\"250\" height=\"240\" \/><figcaption id=\"caption-attachment-30373\" class=\"wp-caption-text\">Le smartphone implique de revoir compl\u00e8tement la fa\u00e7on dont on con\u00e7oit et valide les contenus.<\/figcaption><\/figure>\n<p><strong>Deuxi\u00e8mement, la p\u00e9riode 2015-16 : c&rsquo;est l&rsquo;av\u00e8nement de ce qu&rsquo;on a appel\u00e9 le mobile-only<\/strong> pour certaines applications comme Instagram ou Snapchat. Ces applications sont disponibles seulement sur mobile. Mais cela ne concerne qu&rsquo;une partie des utilisateurs qui n&rsquo;utilisent quasiment plus que leur t\u00e9l\u00e9phone portable&rsquo; pour naviguer sur Internet. \u00a0Cela ne s&rsquo;est pas \u00e9tendu \u00e0 des domaines plus larges.<\/p>\n<p>Il existe une<strong> troisi\u00e8me p\u00e9riode et c&rsquo;est celle qu&rsquo;on est en train de vivre c&rsquo;est l&rsquo;av\u00e8nement du marketing mobile first. <\/strong>L&rsquo;enjeu de cet av\u00e8nement, au-del\u00e0 des sites, concerne l&rsquo;ensemble de nos supports de communication et marketing. La mani\u00e8re dont on concevait nos supports marketing aujourd&rsquo;hui \u00e9tait inadapt\u00e9e. Les cr\u00e9a \u00e9taient affich\u00e9es sur nos \u00e9crans 27&Prime;. Nous les validions ensuite sur desktop et de temps en temps on pensait au mobile.<\/p>\n<p>Ce temps est r\u00e9volu.\u00a0Sont en train d&rsquo;appara\u00eetre tout un tas de nouvelles solutions comme <a href=\"https:\/\/www.fastory.io\/fr\/\" target=\"_blank\" rel=\"noopener\">fastory<\/a> par exemple qui changent la donne. <strong>Les solutions d&rsquo;hier<\/strong> pour faire des contenus, notamment publicitaires, ou produire nos formats de communication \u00e9taient plut\u00f4t faites pour le monde <strong>desktop first<\/strong>. <strong>Les solutions d&rsquo;aujourd&rsquo;hui sont plut\u00f4t orient\u00e9es mobiles<\/strong>.<\/p>\n<p><strong>Le gros enjeu du futur<\/strong> est de <strong>changer nos m\u00e9thodes de conception et de validation des contenus<\/strong> et au moins de les valider sur smartphone. Si le mobile est plus important pour nos posts sur les r\u00e9seaux sociaux, il semble assez logique d&rsquo;aller valider ces contenus sur t\u00e9l\u00e9phone portable d&rsquo;abord.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Depuis 2011, et la parution du livre mobile first de\u00a0Luke Wroblewski, le web mobile n&rsquo;a cess\u00e9 de se d\u00e9velopper. Aujourd&rsquo;hui il est absolument n\u00e9cessaire d&rsquo;adapter nos contenus au mobile, voire m\u00eame de prioriser ce support lors de la conception. Mobile first : un sujet incontournable Un utilisateur de smartphone passe environ 90% de son temps &hellip;<\/p>\n","protected":false},"author":2,"featured_media":80468,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-30321","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 v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mobile First : histoire et perspectives pour le Web<\/title>\n<meta name=\"description\" content=\"Depuis 2011, et la parution du livre mobile first, l&#039;utilisation des smartphones n&#039;a cess\u00e9 de se cro\u00eetre. 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