{"id":584,"date":"2016-12-05T18:09:00","date_gmt":"2023-09-07T18:09:37","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=584"},"modified":"2023-11-14T17:10:37","modified_gmt":"2023-11-14T17:10:37","slug":"permission-marketing-douceur-monde-brutes","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/permission-marketing-douceur-monde-brutes\/","title":{"rendered":"Permission marketing : un peu de douceur dans un monde de brutes"},"content":{"rendered":"\n

Et s\u2019il suffisait de demander \u00e0 vos clients leur accord pour qu\u2019ils acceptent de vous \u00e9couter ? Le permission marketing s\u2019impose comme un changement de paradigme, apr\u00e8s des d\u00e9cennies de marketing de masse o\u00f9 la t\u00e9l\u00e9vision, le mailing et l\u2019affichage ont repr\u00e9sent\u00e9 l\u2019alpha et l\u2019om\u00e9ga de la communication publicitaire.<\/b><\/p>\n\n\n\n

Pour Michel de Montaigne, \u00ab la politesse co\u00fbte peu et ach\u00e8te tout \u00bb. \u00c9crite \u00e0 une \u00e9poque o\u00f9 la publicit\u00e9 se r\u00e9sumait \u00e0 quelques affiches et flyers typographi\u00e9s, la formule du philosophe p\u00e9rigourdin rev\u00eat, appliqu\u00e9e au marketing de masse, un sens in\u00e9dit. Elle pr\u00e9figure tout simplement l\u2019invention du permission marketing, qui pose l\u2019accord du consommateur comme pr\u00e9alable \u00e0 l\u2019envoi de toute publicit\u00e9. Id\u00e9e lumineuse, presque aveuglante de bon sens, le permission marketing a \u00e9t\u00e9 formalis\u00e9 par Seth Godin, qui fut responsable du marketing direct de Yahoo. Il rompt clairement avec le marketing de l\u2019interruption qui, \u00e0 l\u2019instar des pr\u00e9-rolls et des spams, d\u00e9balle son message sans pr\u00e9liminaire.<\/p>\n\n\n\n

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Focus sur le marketing, 9\u00e8me \u00e9dition <\/h2>\n\t\t\t\t\t\t\t

Les plus grandes tendances du marketing n’auront plus de secret pour vous.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tLire le rapport<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\"Couverture\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n

Un indispensable travail de SEO et de content marketing<\/h2>\n\n\n\n

Concr\u00e8tement, pour inciter le consommateur \u00e0 entamer une relation consentie, une marque doit cr\u00e9er des contenus \u00e0 haute valeur ajout\u00e9e, int\u00e9ressants et cibl\u00e9s, qui m\u00e8neront, si tout se passe bien, jusqu\u2019\u00e0 l\u2019acte d\u2019achat. Pour obtenir l\u2019autorisation d\u2019un prospect, il faut naturellement prendre contact avec lui. Comment ? Gr\u00e2ce au content marketing. Publi\u00e9s sur les blogs, sites et r\u00e9seaux sociaux, ces contenus pertinents (textes, infographies, vid\u00e9os, livres blancs, jeux\u2026) doivent b\u00e9n\u00e9ficier d\u2019un SEO optimis\u00e9 pour remonter en t\u00eate des r\u00e9sultats propos\u00e9s par les moteurs de recherche. Un passage oblig\u00e9 quand on sait que 91 % des clics se font sur la premi\u00e8re page.<\/p>\n\n\n\n

Ce contenu, gratuit et informatif, est le point d\u2019entr\u00e9e du prospect dans l\u2019univers de votre marque. C\u2019est le moment de briser la glace. Gr\u00e2ce \u00e0 un \u00ab call to action \u00bb appropri\u00e9, il devient possible de lui demander ses coordonn\u00e9es sans para\u00eetre d\u00e9plac\u00e9, par exemple pour recevoir un contenu suppl\u00e9mentaire (livre blanc \u00e0 t\u00e9l\u00e9charger, inscription \u00e0 une newsletter ou \u00e0 un jeu-concours). Le module \u00ab click to chat \u00bb, qui permet d\u2019entrer en contact direct avec un conseiller client, repr\u00e9sente \u00e9galement un point d\u2019entr\u00e9e efficace (82 % des consommateurs sont rassur\u00e9s par une conversation directe).<\/p>\n\n\n\n

Le permission marketing emprunte \u00e9galement des voies plus d\u00e9tourn\u00e9es. Un partenaire peut proposer l\u2019abonnement \u00e0 votre newsletter \u00e0 un client qui s\u2019inscrit sur son propre site. Un exemple ? Un service de locations de v\u00e9hicules adoss\u00e9 \u00e0 une cha\u00eene d\u2019h\u00f4tellerie ou \u00e0 une compagnie a\u00e9rienne. Dans tous les cas, il s\u2019agit d\u2019une proposition que l\u2019internaute peut refuser ou accepter.<\/p>\n\n\n\n

Une relation de confiance<\/h2>\n\n\n\n

Obtenir l\u2019accord d\u2019un prospect et son e-mail n\u2019est pas un but en soi. Surtout, il ne faut pas prendre cette autorisation pour une invitation \u00e0 faire n\u2019importe quoi. Celle-ci a \u00e9t\u00e9 donn\u00e9e dans un contexte pr\u00e9cis (jeu, t\u00e9l\u00e9chargement d\u2019un livre blanc\u2026) et r\u00e9pond \u00e0 une attente concr\u00e8te. La communication (e-mail, newsletter) doit rester en phase avec cette permission : actualisation d\u2019un dossier, compl\u00e9ments, nouveau jeu, offre sp\u00e9ciale\u2026 Elle peut \u00e9galement faire l\u2019objet d\u2019une autre demande d\u2019autorisation : inscription \u00e0 une nouvelle publication, cr\u00e9ation d\u2019un profil\u2026<\/p>\n\n\n\n

Puisqu\u2019il engage une relation privil\u00e9gi\u00e9e, le marketing de permission exige une personnalisation de la communication gr\u00e2ce \u00e0 des outils CRM appropri\u00e9s. La fr\u00e9quence de l\u2019envoi de mails est \u00e9galement \u00e0 \u00e9tudier pour ne pas spammer, ni se faire oublier. Car le but ultime de cette strat\u00e9gie est d\u2019instaurer un climat de confiance pour conduire le prospect \u00e0 devenir client, un client satisfait et un client fid\u00e8le. C\u2019est toute la promesse du permission marketing.<\/p>\n\n\n\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Le permission marketing repr\u00e9sente un changement de paradigme, apr\u00e8s des d\u00e9cennies de marketing de masse o\u00f9 la t\u00e9l\u00e9vision, la mailing et l\u2019affichage repr\u00e9sentaient l\u2019alpha et l\u2019om\u00e9ga de la communication publicitaire.<\/p>\n","protected":false},"author":1,"featured_media":586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[6],"sf_content_type":[],"blog":[357],"coauthors":[27],"class_list":["post-584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","blog-marketing"],"yoast_head":"\nPermission marketing : un peu de douceur dans un monde de brutes \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Le permission marketing repr\u00e9sente un 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