{"id":1536,"date":"2023-08-25T16:24:57","date_gmt":"2023-08-25T16:24:57","guid":{"rendered":"http:\/\/www.test.hiboucommunication.com\/?p=1536"},"modified":"2024-03-02T19:24:10","modified_gmt":"2024-03-02T18:24:10","slug":"why-is-personalisation-important","status":"publish","type":"post","link":"https:\/\/www.hiboucommunication.com\/fr\/marketing\/why-is-personalisation-important\/","title":{"rendered":"Parlons de personnalisation"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"1536\" class=\"elementor elementor-1536\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-783d712 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"783d712\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-468e4ebc\" data-id=\"468e4ebc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-11a4842 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"11a4842\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 15-04-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"387\" height=\"387\" src=\"https:\/\/www.hiboucommunication.com\/wp-content\/uploads\/2023\/08\/Personalisation-s.jpg\" class=\"attachment-large size-large wp-image-1540\" alt=\"\" srcset=\"https:\/\/www.hiboucommunication.com\/wp-content\/uploads\/2023\/08\/Personalisation-s.jpg 387w, https:\/\/www.hiboucommunication.com\/wp-content\/uploads\/2023\/08\/Personalisation-s-300x300.jpg 300w, https:\/\/www.hiboucommunication.com\/wp-content\/uploads\/2023\/08\/Personalisation-s-150x150.jpg 150w\" sizes=\"(max-width: 387px) 100vw, 387px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-158e777f elementor-widget elementor-widget-text-editor\" data-id=\"158e777f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 15-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Nous aimons tous penser que nous sommes sp\u00e9ciaux, n'est-ce pas ?&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>En tant que consommateurs, nous r\u00e9agissons g\u00e9n\u00e9ralement positivement lorsque les entreprises savent intuitivement ce que nous cherchons \u00e0 acheter (pensez \u00e0 Amazon, Spotify \u2013 m\u00eame Coca Cola avec ses bouteilles \u00ab nom \u00bb) et adaptons nos recherches en cons\u00e9quence.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>C'est ce qu'on appelle la personnalisation.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Le d\u00e9fi auquel sont confront\u00e9s les sp\u00e9cialistes du marketing dans les ann\u00e9es 2020 est d'adapter les strat\u00e9gies de marketing et de contenu pour r\u00e9pondre \u00e0 ce besoin, en d\u00e9veloppant des sites Web, des produits ou des exp\u00e9riences d'une mani\u00e8re que les consommateurs consid\u00e8rent comme personnelle. Apr\u00e8s tout, c'est une t\u00e2che ardue, car des recherches ont montr\u00e9 que plus de 90 % du trafic vers le site Web d'une entreprise ne devient jamais un client. Mais comme on dit, l\u00e0 o\u00f9 il y a un d\u00e9fi, il y a des opportunit\u00e9s\u2026<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>C'est l\u00e0 que les outils de personnalisation \u2013 le micro-marketing si vous pr\u00e9f\u00e9rez \u2013 jouent un r\u00f4le cl\u00e9. Identifier les clients individuels d'une mani\u00e8re incroyablement pr\u00e9cise et leur proposer une \u00ab solution \u00bb.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Facebook progresse in\u00e9vitablement, en utilisant par exemple Messenger pour permettre aux entreprises de cibler des personnes.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Bien entendu, la personnalisation n\u2019est pas sans risques pour le consommateur : il d\u00e9pend de nous pour partager des donn\u00e9es avec d\u2019autres en \u00e9change d\u2019une exp\u00e9rience plus personnalis\u00e9e. Et malgr\u00e9 les pr\u00e9occupations concernant la protection des donn\u00e9es, la confidentialit\u00e9 et la s\u00e9curit\u00e9 g\u00e9n\u00e9rale, nous (tendons) \u00e0 accepter ces risques.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>D\u00e9velopper une strat\u00e9gie personnalis\u00e9e pour votre entreprise demande en fin de compte du temps et des efforts, la constitution d'une base de donn\u00e9es, la pr\u00e9paration de campagnes et le choix d'une strat\u00e9gie de contenu cibl\u00e9e.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Cependant, les avantages sont \u00e9normes et durables : par exemple, pouvoir proposer des promotions sp\u00e9ciales sur mesure \u00e0 une client\u00e8le, commercialiser des produits et services dans une r\u00e9gion sp\u00e9cifique ou adapter des produits \u00e0 des clients ayant des exigences sur mesure.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>La personnalisation n'est pas une victoire rapide : mais si vous consid\u00e9rez les \u00e9normes avantages li\u00e9s \u00e0 la conversion d'une petite proportion des 90 % de visiteurs de votre site qui ne reviennent jamais, cela en vaut finalement la peine.<\/p>\n<!-- \/wp:paragraph -->\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>We all like to think we\u2019re special, don\u2019t we?&nbsp; As consumers, we generally respond positively when businesses know intuitively what we are looking to buy (think Amazon, Spotify \u2013 even Coca Cola with its \u2018name\u2019 bottles) and tailor our searches accordingly. It\u2019s called personalisation. The challenge facing marketers in the 2020\u2019s is to adapt marketing [&hellip;]<\/p>","protected":false},"author":1,"featured_media":1540,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[4],"tags":[21,20],"class_list":["post-1536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-digitalmarketing","tag-personalisation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Let\u2019s talk about personalisation - Hibou Communication<\/title>\n<meta name=\"description\" content=\"Why is personalisation important in digital marketing? For consumers, personalisation is critical. 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