{"id":6541,"date":"2019-07-25T15:49:14","date_gmt":"2019-07-25T14:49:14","guid":{"rendered":"http:\/\/www.e-works.fr\/blog\/?p=6541"},"modified":"2019-07-25T15:49:14","modified_gmt":"2019-07-25T14:49:14","slug":"marketing-automation-definition-et-exemple-en-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.e-works.fr\/blog\/marketing-automation-definition-et-exemple-en-marketing-automation\/","title":{"rendered":"Marketing Automation : d\u00e9finition et exemple en marketing automation"},"content":{"rendered":"

Le Marketing Automation, c’est quoi ?<\/h2>\n

Le Marketing Automation signifie par d\u00e9finition, l’automatisation du marketing. Par automatisation, nous entendons le d\u00e9clenchement automatique d’actions marketing selon un \u00e9l\u00e9ment d\u00e9clencheur mais cela va bien plus loin. En effet, le Marketing Automation est, en quelque sorte, la version \u00e9volu\u00e9e du Trigger Marketing<\/a> qui se base uniquement sur l’automatisation.<\/p>\n

<\/p>\n

Il y a une dizaine d’ann\u00e9es, l’automatisation du marketing a vu le jour avec les sp\u00e9cialistes am\u00e9ricains du marketing qui ont mis au point des syst\u00e8mes pour surveiller le comportement des destinataires d\u2019e-mails, avec des KPIs<\/a> plus pr\u00e9cis qu\u2019un simple taux de clic ou d’ouverture… Aujourd\u2019hui, le Marketing Automation permet de suivre le comportement des prospects\/clients et d’identifier leurs besoins et autres \u00e9l\u00e9ments pertinents, pour finalement automatiser un message marketing adapt\u00e9 et augmenter l’impact de celui-ci en l’envoyant au bon moment.<\/p>\n

Exemple d’usage du Marketing Automation<\/h2>\n

Comme exemple de r\u00e9ussite, nous pouvons choisir Meetic. Le site de rencontre leader avait mis en place une strat\u00e9gie de Marketing Automation en 2015 avec la mise en place de campagnes pour plus de 30 parcours clients diff\u00e9rents soit presque 40\u00a0000 phrases automatis\u00e9es ! Parmi ces nombreuses campagnes, voici un exemple de sc\u00e9nario automatis\u00e9 concernant une offre d\u2019\u00e9valuation gratuite d\u2019un mois pour les nouveaux inscrits :<\/p>\n

– \u00c1 son inscription, l\u2019internaute re\u00e7oit un email de bienvenue qui valide sa p\u00e9riode d\u2019\u00e9valuation gratuite.<\/p>\n

– \u00c1 J+6 donc 6 jours apr\u00e8s l’inscription, Meetic envoie un email \u00e0 tous les nouveaux abonn\u00e9s \u00e0 l\u2019\u00e9valuation gratuite pour les inviter \u00e0\u00a0compl\u00e9ter leur profil.<\/p>\n

– Enfin, quelques jours avant l’expiration de l\u2019\u00e9valuation gratuite, Meetic alerte les abonn\u00e9s avec un e-mail d\u2019avertissement. L’objectif de ce dernier e-mail qui conclue le sc\u00e9nario est d\u2019inciter les abonn\u00e9s \u00e0 souscrire \u00e0 la version Premium payante.<\/p>\n

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

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