{"id":3085,"date":"2016-11-08T11:53:49","date_gmt":"2016-11-08T11:53:49","guid":{"rendered":"https:\/\/yeeply.com\/fr\/blog\/?p=3085"},"modified":"2024-05-07T13:06:22","modified_gmt":"2024-05-07T11:06:22","slug":"outils-marketing-mobile-attirer-fideliser-clients","status":"publish","type":"post","link":"https:\/\/yeeply.com\/fr\/blog\/marketing\/outils-marketing-mobile-attirer-fideliser-clients\/","title":{"rendered":"Les outils de marketing mobile pour fid\u00e9liser ses clients"},"content":{"rendered":"

Quand on sait que le monde comptera bient\u00f4t 2 milliards d\u2019utilisateurs de smartphones<\/a>, on ne peut pas s\u2019\u00e9tonner que les marques investissent lourdement dans le marketing mobile<\/a>. Mais le mobile est bien plus qu\u2019une passerelle vers le march\u00e9. Il met \u00e0 disposition des entreprises des outils de marketing efficaces et pas forc\u00e9ment co\u00fbteux, tels que la g\u00e9olocalisation<\/a>, le Bluetooth<\/a> et les notifications push\u2026 Nous avons pr\u00e9par\u00e9 pour vous une liste d\u2019outils de marketing mobile pour vous aider \u00e0 faire le bon choix.<\/p>\n

BESOIN D'UN SOUTIEN MARKETING ? TROUVEZ VOTRE \u00c9QUIPE<\/a><\/div>\n
<\/div>\n

Les outils de marketing mobile<\/h2>\n

1. L\u2019application Wallet (anciennement Passbook).<\/strong><\/h3>\n

L\u2019application Wallet permet d\u2019avoir toujours sur soi les cartes d\u2019embarquement, les tickets de cin\u00e9ma, les coupons et les cartes cadeau. Pour les utiliser, le client n\u2019a qu\u2019\u00e0 scanner son smartphone lors de son passage au comptoir d\u2019enregistrement ou \u00e0 la caisse. L\u2019application Wallet a \u00e9t\u00e9 lanc\u00e9e en 2012 par Apple lors de la sortie d\u2019iOS 6, mais il existe maintenant des applications Android \u00e9quivalentes telles que PassWallet ou Pass2U Wallet. Certaines cartes stock\u00e9es dans l\u2019application comprennent des informations bas\u00e9es sur l\u2019heure ou l\u2019endroit et s\u2019affichent automatiquement \u00e0 l\u2019heure ou \u00e0 l\u2019emplacement appropri\u00e9.\u00a0Avec cet outil, vous pouvez rappeler \u00e0 vos clients, alors que ceux-ci passent pr\u00e8s de votre magasin, qu\u2019ils ont un coupon de promotion disponible. En synchronisant votre application avec Passbook vous pourrez offrir plus de confort aux clients, sans avoir \u00e0 faire beaucoup d\u2019efforts.<\/p>\n

2. Le SMS.<\/strong><\/h3>\n

Les SMS ont quelques avantages incontestables pour le marketing mobile. Leur taux de lecture va jusqu\u2019\u00e0 95%, dont 90% dans les 10 minutes apr\u00e8s la r\u00e9ception du SMS<\/a>, ce qui fait de cet outil l\u2019une des armes de marketing mobile les plus efficaces. Ni l\u2019exp\u00e9diteur ni le destinataire n\u2019ont besoin de la connexion internet pour pouvoir communiquer, et les SMS peuvent \u00eatre lus sur tous les t\u00e9l\u00e9phones mobiles, pas seulement sur les smartphones. Enfin, il est aussi possible de n\u2019envoyer les SMS qu\u2019aux utilisateurs qui se trouvent pr\u00e8s du magasin physique pour les informer sur les offres et les promotions.<\/p>\n

3. Le code QR.<\/strong><\/h3>\n

Bien que cette technologie existe d\u00e9j\u00e0 depuis quelques ann\u00e9es, elle ne gagne en popularit\u00e9 qu\u2019\u00e0 pr\u00e9sent. En raison de son taux d\u2019engagement relativement bas, le code QR est utilis\u00e9 comme un compl\u00e9ment aux autres outils de marketing mobile<\/a>. C\u2019est avant tout une bonne solution pour donner les informations sur des produits ou des services aux consommateurs qui souhaitent les obtenir. S\u2019il reste inefficace pour attirer de nouveaux clients, il peut servir \u00e0 fid\u00e9liser ceux qui connaissent d\u00e9j\u00e0 votre marque.<\/p>\n

4. iBeacon.<\/strong><\/h3>\n

Le boitier iBeacon fonctionne comme un phare diffusant\u00a0un signal au smartphone qui se trouve \u00e0 sa proximit\u00e9. Celui-ci \u00e9mettra alors un message ou une notification push. R\u00e9pandue surtout dans le commerce de proximit\u00e9 pour envoyer des offres aux clients qui passent \u00e0 c\u00f4t\u00e9 du magasin physique, la technologie iBeacon peut aussi \u00eatre utilis\u00e9e pour les paiements sans contact avec les t\u00e9l\u00e9phones mobiles. Pour en faire usage, il faut d\u2019abord cr\u00e9er une application iBeacon<\/a> que le client devra installer sur son smartphone.<\/p>\n

\u00a0\"application<\/p>\n

5. L\u2019e-mail<\/strong><\/h3>\n

L\u2019email marketing peut sembler d\u00e9mod\u00e9, mais les chiffres nous disent autre chose. Selon une \u00e9tude d\u2019IAB Spain, le taux d\u2019ouverture d\u2019email en Espagne est de 78%<\/a>\u00a0! Il existe de nombreuses plateformes d\u2019envoi d\u2019email. Assurez-vous d\u2019en choisir une qui vous donne acc\u00e8s aux donn\u00e9es sur la performance de vos campagnes d\u2019emailing telles que le taux d\u2019ouverture, le temps de lecture et le nombre de clics sur les liens. Vous pourrez vous en inspirer pour am\u00e9liorer votre strat\u00e9gie de marketing.<\/p>\n

6. L\u2019appvertising.<\/strong><\/h3>\n

L\u2019appvertising, ou la publicit\u00e9 dans les applications mobiles, s\u2019est r\u00e9pandu gr\u00e2ce \u00e0 la mont\u00e9e sur le march\u00e9 des applications mobiles du mod\u00e8le gratuit qui fait des publicit\u00e9s une source principale de revenues. Il existe plusieurs types de publicit\u00e9s sur mobile. Par exemple, dans le cas des jeux, il est possible d\u2019inciter le joueur \u00e0 visualiser une vid\u00e9o publicitaire en lui offrant un jeton qu\u2019il pourra ensuite utiliser dans le jeu. \u00c0 ce propos, rappelons que les publicit\u00e9s ne devraient jamais alt\u00e9rer l\u2019exp\u00e9rience utilisateur d\u2019une application<\/a> ou d\u2019un site mobile.<\/p>\n

7. Les applications mobiles.<\/strong><\/h3>\n

Certaines marques, en plus de faire recours aux publicit\u00e9s sur mobile, d\u00e9cident de cr\u00e9er leur propre application. Il s\u2019agit certes d\u2019un choix de strat\u00e9gie marketing bien co\u00fbteux<\/a>, mais dans certains secteurs d\u2019activit\u00e9 tels que le tourisme et l\u2019e-commerce<\/a>, la cr\u00e9ation d\u2019une application mobile permet d\u2019augmenter sensiblement les ventes.<\/p>\n

Les exemples de campagnes de marketing mobile r\u00e9ussies<\/h2>\n

Domino\u2019s Pizza.<\/strong> La c\u00e9l\u00e8bre pizzeria a lanc\u00e9 Domino\u2019s Pizza Hero, un jeu sur iPad qui invite les utilisateurs \u00e0 cr\u00e9er leurs propres pizzas. Tr\u00e8s vite, elle est devenue la troisi\u00e8me application la plus t\u00e9l\u00e9charg\u00e9e sur iPad.<\/p>\n

\"application<\/p>\n

The North Face.<\/strong> L’un des principaux fabricants de mat\u00e9riel et de v\u00eatement de montagne, The North Face utilise le g\u00e9orep\u00e9rage pour permettre aux clients de trouver facilement ses magasins. En s\u2019inscrivant au programme de fid\u00e9lit\u00e9, le client fournit son num\u00e9ro de t\u00e9l\u00e9phone mobile et doit activer le GPS. Puis, quand il s\u2019approche \u00e0 une certaine distance de l’un des magasins, il re\u00e7oit un texto lui communicant son adresse.<\/p>\n

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

Quand on sait que le monde comptera bient\u00f4t 2 milliards d\u2019utilisateurs de smartphones, on ne peut pas s\u2019\u00e9tonner que les marques investissent lourdement dans le …<\/p>\n","protected":false},"author":2,"featured_media":9391,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[305],"tags":[],"class_list":["post-3085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"\nMarketing mobile : quels outils pour fid\u00e9liser ses clients ?<\/title>\n<meta name=\"description\" content=\"iBeacon, SMS, appvertising... 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