{"id":8119,"date":"2013-06-24T07:20:31","date_gmt":"2013-06-24T05:20:31","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=8119"},"modified":"2022-09-08T09:33:48","modified_gmt":"2022-09-08T07:33:48","slug":"publicite-facebook-trace","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/06\/24\/publicite-facebook-trace\/","title":{"rendered":"Publicit\u00e9 Facebook innove (enfin) en suivant (encore plus) les consommateurs \u00e0 la trace"},"content":{"rendered":"

Quand la publicit\u00e9 sur Internet est innovante, il y a fort \u00e0 parier qu’on suive les internautes encore plus \u00e0 la trace. Dans cet article de Business Insider, on d\u00e9couvre une innovation que Facebook lance dans le domaine de la publicit\u00e9 en ligne<\/a>. Il est encore un peu t\u00f4t pour se prononcer sur la r\u00e9ussite future de ce nouveau service de Facebook, mais ce qui est ind\u00e9niable, c’est que le g\u00e9ant des r\u00e9seaux sociaux est en train d’innover, enfin, autour de la publicit\u00e9 dans les r\u00e9seaux sociaux. \u00c9ni\u00e8me, et probablement ultime \u00e9tape de la mercantilisation des r\u00e9seaux sociaux, cette invention d\u00e9nomm\u00e9e \u00ab partner categories \u00bb est en train de sonner le glas d\u00e9finitif du Web 2.0<\/a>.<\/em><\/p>\n

Publicit\u00e9 Facebook innove (enfin) en suivant (encore plus) les consommateurs \u00e0 la trace<\/h2>\n
\"\"
Publicit\u00e9 Facebook et la guerre entre \u00e9diteurs : Ah ! le Web et ses bonnes vieilles m\u00e9taphores guerri\u00e8res…<\/figcaption><\/figure>\n

Partner categories, c’est la possibilit\u00e9 de, de fa\u00e7on pr\u00e9dictive, savoir non pas ce que vous aimez (\u201clikez\u201d en termes Facebook), ce qui n\u2019a qu\u2019un int\u00e9r\u00eat limit\u00e9, mais ce que vous achetez ou allez acheter (parce que vous vous \u00eates renseign\u00e9 sur un produit). \u00c0 l’\u00e9vidence, ce service va faire grincer les dents de ce c\u00f4t\u00e9-ci de l’Atlantique, et on peut imaginer notamment quel accueil va lui \u00eatre r\u00e9serv\u00e9 dans les pays particuli\u00e8rement sensibles \u00e0 la protection des donn\u00e9es personnelles que sont l’Autriche et l’Allemagne par exemple. En France, o\u00f9 la proportion d’utilisateurs aux m\u00e9dias sociaux selon le Figaro, vient de passer les 80 %, on continuera de couiner et de r\u00e2ler, mais de se laisser suivre \u00e0 la trace, sans nul doute.<\/p>\n

Cette invention fait peur \u00e0 Yahoo! (comme cela est indiqu\u00e9 dans l’article de business insider ci-dessous). La guerre est lanc\u00e9e, car le monde de l\u2019Internet est friand de ces \u201cguerres\u201d : guerre des navigateurs, guerre des moteurs de recherche et des portails, il y 10 ans, et maintenant guerre de la publicit\u00e9. Et il n\u2019y a pas que Yahoo! Car dans un sens, plus que Yahoo!, c’est Google qui est vis\u00e9 ; le champion de la publicit\u00e9 sur Internet. Gr\u00e2ce \u00e0 ce nouveau syst\u00e8me, Facebook tient enfin un moyen de concurrencer le g\u00e9ant am\u00e9ricain de la publicit\u00e9 en ligne.<\/p>\n

\u00c0 moins que le caract\u00e8re intrusif de cette personnalisation outrance n’ait un caract\u00e8re plus contre-productif que productif. \u00c0 voir \u00e9galement si le r\u00e9sultat de ce nouveau dispositif ne va pas finir par \u00eatre stigmatis\u00e9 par les utilisateurs, \u00e0 la mani\u00e8re du retargeting, qui tend \u00e0 vous proposer les produits que vous avez d\u00e9j\u00e0 visit\u00e9s en ligne de fa\u00e7on un peu insistante.<\/p>\n

Ce qui est marquant ici aussi, c’est le renforcement de la tendance que nous observions d\u00e9j\u00e0 il y a quelque temps sur le mariage du commerce en ligne et du commerce physique. Les r\u00e9seaux sociaux s’en m\u00ealent \u00e9galement, c’est cela v\u00e9ritablement le social commerce et non pas les boutiques sur Facebook qui ont fleuri il y a 2 ou 3 ans et qui ont fait Pschitt!<\/p>\n

Affaire \u00e0 suivre donc\u2026<\/p>\n<\/a> cibler les clients sur la base de ce qu\u2019ils ach\u00e8tent et non plus de ce qu\u2019ils \u201clikent\u201d \u2026 (image marketingland<\/a>)<\/em><\/strong>\n

Le produit anti-Yahoo! est enfin n\u00e9 \u2013 Business Insider<\/strong><\/h3>\n

A l\u2019Automne dernier, une source proche de Yahoo! nous a confi\u00e9 que Facebook \u00e9tait en train de travailler \u00e0 un produit destin\u00e9 \u00e0 \u201cnous [tuer]\u201d.\u00a0 Il nous disait :<\/p>\n

\u201cIl y a des rumeurs qui couvent \u00e0 propos de la prochaine grosse op\u00e9ration qu\u2019ils montent \u2013 un nouveau business qui viendrait concurrencer Yahoo! sur son produit publicitaire phare et qui nous tuerait\u201d.<\/span><\/em><\/p>\n

Ce produit est enfin arriv\u00e9. Il s\u2019appelle \u201cpartner categories\u201d. Il permet aux annonceurs Facebook d’afficher des banni\u00e8res aux utilisateurs qui ont achet\u00e9, ou qui ont montr\u00e9 un int\u00e9r\u00eat prononc\u00e9 pour l’achat, de cat\u00e9gories sp\u00e9cifiques de produits hors Internet <\/em>: cela va des produits de grande consommation, aux voitures et au-del\u00e0. Ce nouveau produit Facebook est possible du fait d\u2019un partenariat avec une entreprise appel\u00e9e Datalogix. Datalogix analyse l’utilisation des cartes de fid\u00e9lit\u00e9 dans les magasins physiques.<\/p>\n

Facebook est donc capable, et cela a un impact non n\u00e9gligeable sur la confidentialit\u00e9 des donn\u00e9es personnelles, de dire qui a achet\u00e9 environ 50 % de tous les produits de grande consommation vendus aux \u00c9tats-Unis<\/strong>.<\/p>\n

Datalogix c’est aussi capable de suivre \u00e0 la trace les gens qui ont donn\u00e9 des informations d’identification au vendeur \u00e0 chaque fois qu’ils ont demand\u00e9 des informations sur leurs produits.<\/p>\n

\u2026<\/p>\n

via Yahoo-Killing Facebook Product Is Finally Here – Business Insider<\/a>.<\/p>\n

>> voir aussi l\u2019aricle de Marketingland<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Quand la publicit\u00e9 sur Internet est innovante, il y a fort \u00e0 parier qu’on suive les internautes encore plus \u00e0 la trace. Dans cet article de Business Insider, on d\u00e9couvre une innovation que Facebook lance dans le domaine de la publicit\u00e9 en ligne. Il est encore un peu t\u00f4t pour se prononcer sur la r\u00e9ussite …<\/p>\n","protected":false},"author":2,"featured_media":62002,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-8119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nPublicit\u00e9 Facebook innove en suivant plus les consommateurs \u00e0 la trace<\/title>\n<meta name=\"description\" content=\"Publicit\u00e9 Facebook et innovation : En publicit\u00e9 sur Internet quand innove il y a fort \u00e0 parier qu'on suive les internautes encore \u00e0 la trace.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2013\/06\/24\/publicite-facebook-trace\/\" \/>\n<meta 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/8119","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=8119"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/8119\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/62002"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=8119"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=8119"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=8119"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}