{"id":4188,"date":"2018-05-11T13:30:15","date_gmt":"2018-05-11T13:30:15","guid":{"rendered":"https:\/\/yeeply.com\/fr\/blog\/?p=4188"},"modified":"2024-05-07T13:06:19","modified_gmt":"2024-05-07T11:06:19","slug":"marketing-mobile-deep-linking","status":"publish","type":"post","link":"https:\/\/yeeply.com\/fr\/blog\/marketing\/marketing-mobile-deep-linking\/","title":{"rendered":"Le deep linking dans le marketing mobile"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p style=\"text-align: justify;\">Le deep link est une technique qui a pris une importance consid\u00e9rable au cours des derni\u00e8res ann\u00e9es du fait de son efficacit\u00e9 dans le marketing mobile. En effet, cette technologie a permis aux sp\u00e9cialistes du marketing <strong>d&rsquo;am\u00e9liorer grandement l&rsquo;engagement<\/strong> aupr\u00e8s des utilisateurs d&rsquo;applications mobiles. Les deep links \u2014 \u00ab\u00a0liens profonds\u00a0\u00bb \u2014\u00a0fournissent aux propri\u00e9taires d&rsquo;applications une fa\u00e7on claire et simple d&rsquo;identifier, d&rsquo;adresser, et de diriger les utilisateurs vers un contenu sp\u00e9cifique. De mani\u00e8re g\u00e9n\u00e9rale, ces liens peuvent aider les \u00e9diteurs d&rsquo;applications \u00e0 augmenter leur nombre de t\u00e9l\u00e9chargements, le taux de conversions et <a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/outils-marketing-mobile-attirer-fideliser-clients\/\">l&rsquo;engagement des utilisateurs<\/a>. Ces trois points font partie des statistiques clefs de la r\u00e9ussite d&rsquo;une application.<\/p>\n<div class=\"bt-proyecto\"><a href=\"https:\/\/yeeply.com\/fr\/?rel=FR-BT-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\">BESOIN D'UN SOUTIEN MARKETING ? TROUVEZ VOTRE \u00c9QUIPE<\/a><\/div>\n<div style=\"text-align: center;\"><\/div>\n<h2 style=\"text-align: justify;\">Qu&rsquo;est-ce qu&rsquo;un Deep Link ?<\/h2>\n<p style=\"text-align: justify;\">Comme expliqu\u00e9 pr\u00e9c\u00e9demment, un deep link est un lien qui vous emm\u00e8ne directement \u00e0 un contenu sp\u00e9cifique au sein de l&rsquo;application ou de la page web. Dans le domaine du marketing mobile, cela est une r\u00e9elle innovation puisqu&rsquo;il devient beaucoup plus facile et efficace de <strong>promouvoir ou partager un produit<\/strong>. Afin de mieux imager ce concept, voici deux exemples de liens :<\/p>\n<figure id=\"attachment_5371\" aria-describedby=\"caption-attachment-5371\" style=\"width: 748px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-5371 size-full\" title=\"capture ecran fiche produit amazon\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2017\/05\/Capture-d\u2019ecran-2017-05-15-a-11.33.55-768x4371.jpg\" alt=\"capture ecran fiche produit amazon\" width=\"748\" height=\"426\" srcset=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2017\/05\/Capture-d\u2019ecran-2017-05-15-a-11.33.55-768x4371.jpg 748w, https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2017\/05\/Capture-d\u2019ecran-2017-05-15-a-11.33.55-768x4371-300x171.jpg 300w\" sizes=\"(max-width: 748px) 100vw, 748px\" \/><figcaption id=\"caption-attachment-5371\" class=\"wp-caption-text\">Image de Yeeply<\/figcaption><\/figure>\n<ul style=\"text-align: justify;\">\n<li>Exemple de lien profond :\u00a0<a href=\"https:\/\/www.amazon.fr\/GoPro-HERO5-Cam%C3%A9ra-daction-m%C3%A9gapixels\/dp\/B01LY6MH08\/ref=sr_1_1?ie=UTF8&amp;qid=1494841157&amp;sr=8-1-spons&amp;keywords=gopro&amp;psc=1\">https:\/\/www.amazon.fr\/GoPro-HERO5-Cam\u00e9ra-daction-m\u00e9gapixels\/<\/a> . Ceci est un lien qui dirige directement vers un produit sur le site de Amazon.<\/li>\n<li>Exemple de lien non-profond :\u00a0<a href=\"https:\/\/www.amazon.fr\/\">https:\/\/www.amazon.fr\/<\/a> . Ceci est le lien de la page d&rsquo;accueil d&rsquo;Amazon.<\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\">Que se passe-t-il avec le <em>Deep Linking<\/em> dans les applications ?<\/h2>\n<p style=\"text-align: justify;\">Le probl\u00e8me est que lorsque vous partagez une adresse URL avec une personne\u00a0\u2014 amis, famille, connaissance\u00a0\u2014 et qu&rsquo;elle l&rsquo;ouvre, le lien l&#8217;emm\u00e8ne sur le navigateur internet de son mobile, o\u00f9 elle acc\u00e8de \u00e0 la version mobile du site internet. Et cela arrive m\u00eame si l&rsquo;utilisateur poss\u00e8de l&rsquo;application du site internet sur son smartphone. En effet, les liens profonds ne sont pas compatibles avec <a href=\"https:\/\/yeeply.com\/fr\/blog\/developpement-applications-mobiles\/application-native-hybride-ou-web\/\">les applications mobiles natives<\/a>. Dans ce cas, l&rsquo;utilisateur doit ouvrir lui-m\u00eame son application, et trouver le produit \u00e0 l&rsquo;int\u00e9rieur. Ce genre de t\u00e2che peut tr\u00e8s rapidement devenir compliqu\u00e9, surtout sur un site aussi grand qu&rsquo;Amazon.<\/p>\n<h3 style=\"text-align: justify;\">Que pouvons-nous faire ?<\/h3>\n<p style=\"text-align: justify;\">La solution passe par <strong>les Deep Link sp\u00e9cifiques aux applications<\/strong>, des liens qui pointent directement vers le contenu au sein de l&rsquo;application. C&rsquo;est \u00e0 dire que si nous souhaitions partager un produit, ce lien am\u00e8ne directement sur la page du produit dans l&rsquo;application, et non sur la page du site web.<\/p>\n<figure id=\"attachment_5374\" aria-describedby=\"caption-attachment-5374\" style=\"width: 748px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-5374 size-full\" title=\"photo de smartphone dans une main\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2018\/05\/Deep-Linking-_-Featured-Image-_-RESIZED-2.jpg\" alt=\"photo de smartphone dans une main\" width=\"748\" height=\"561\" srcset=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2018\/05\/Deep-Linking-_-Featured-Image-_-RESIZED-2.jpg 748w, https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2018\/05\/Deep-Linking-_-Featured-Image-_-RESIZED-2-300x225.jpg 300w\" sizes=\"(max-width: 748px) 100vw, 748px\" \/><figcaption id=\"caption-attachment-5374\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Image de <\/span><a href=\"https:\/\/unsplash.com\/@suika\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Suika Ibuki<\/span><\/a><span style=\"font-weight: 400;\"> via <\/span><a href=\"https:\/\/unsplash.com\/photos\/kknrCfZHsyo\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Unsplash<\/span><\/a><\/figcaption><\/figure>\n<h2 style=\"text-align: justify;\">Les diff\u00e9rents types de\u00a0Deep Links<\/h2>\n<h3 style=\"text-align: justify;\">A. Deep Link traditionnel<\/h3>\n<p style=\"text-align: justify;\">Ce type de lien ne s&rsquo;ouvre que si le destinataire a l&rsquo;application sur son smartphone. Dans ce cas un message appara\u00eetra afin d&rsquo;autoriser l&rsquo;ouverture du lien via l&rsquo;application. Dans le cas contraire, l&rsquo;utilisateur ne pourra pas acc\u00e9der au lien. Il devra d&rsquo;abord rechercher et t\u00e9l\u00e9charger l&rsquo;application sur le store. Ensuite il devra re-cliquer sur le lien pour acc\u00e9der au contenu. Ce genre de Deep Link est le plus utilis\u00e9, car il donne plus de temps entre chaque application.<\/p>\n<figure id=\"attachment_5681\" aria-describedby=\"caption-attachment-5681\" style=\"width: 748px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-5681 size-full\" title=\"schema du processus de creation de liens\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2018\/05\/deep-link.001-1.jpg\" alt=\"schema du processus de creation de liens\" width=\"748\" height=\"421\" \/><figcaption id=\"caption-attachment-5681\" class=\"wp-caption-text\">Image de Yeeply<\/figcaption><\/figure>\n<h3 style=\"text-align: justify;\">B. Deep Link diff\u00e9r\u00e9<\/h3>\n<p style=\"text-align: justify;\">Dans ce cas, le lien am\u00e8ne au contenu, quoi qu&rsquo;il arrive. Si l&rsquo;utilisateur dispose d\u00e9j\u00e0 de l&rsquo;application, le lien montre tout simplement le contenu <strong>au sein de l&rsquo;application native<\/strong>. En reprenant le cas du d\u00e9but d&rsquo;article, l&rsquo;utilisateur tomberait directement sur le page d&rsquo;Amazon au sein de son application native.<\/p>\n<p style=\"text-align: justify;\">Dans le cas d&rsquo;un Deep Link diff\u00e9r\u00e9, si l&rsquo;utilisateur n&rsquo;a pas install\u00e9 l&rsquo;application, le lien l&rsquo;am\u00e8ne directement sur la page de l&rsquo;application de son store. Une fois que l&rsquo;application est install\u00e9e, l&rsquo;utilisateur acc\u00e8de directement au contenu partag\u00e9.<\/p>\n<h3 style=\"text-align: justify;\">C. Deep Link contextuel<\/h3>\n<p style=\"text-align: justify;\">Ce type de lien est similaire au Deep Link diff\u00e9r\u00e9, \u00e0 la diff\u00e9rence pr\u00e8s qu&rsquo;il a d&rsquo;autres avantages. Ces liens conservent des informations \u00e0 propos des utilisateurs, selon les clics qu&rsquo;ils ont effectu\u00e9, le lien par lequel ils ont acc\u00e9d\u00e9 \u00e0 la page, et d&rsquo;autres informations.<\/p>\n<p style=\"text-align: justify;\">Les Deep Links contextuels ajoutent des informations tr\u00e8s pertinentes, \u00e0 la fois pour les d\u00e9veloppeurs et les utilisateurs. Ces informations peuvent permettre aux d\u00e9veloppeurs d&rsquo;applications d&rsquo;ajouter des pages d&rsquo;accueil ou contenus <strong>personnalis\u00e9s<\/strong>. Sans aucun doute, ce type de lien s&rsquo;av\u00e8re tr\u00e8s utile et am\u00e9liore grandement l&rsquo;exp\u00e9rience utilisateur.<\/p>\n<h2 style=\"text-align: justify;\">Deep Link sur iOS : <em>Universal Links<\/em><\/h2>\n<p style=\"text-align: justify;\">Depuis le lancement de iOS 9.0, Apple a lanc\u00e9 ce qu&rsquo;on appelle aujourd&rsquo;hui les <em>Universal Links<\/em> (liens universels). Cette solution a \u00e9t\u00e9 cr\u00e9\u00e9e dans le but de pallier au manque de fonctionnalit\u00e9 des URI pour les Deep Links au sein des applications.<\/p>\n<p style=\"text-align: justify;\">Dans ce cas, les <em>Universal Links<\/em> sont des liens web standards qui visent \u00e0 la fois le web et une partie du contenu au sein de l&rsquo;application. Lorsque l&rsquo;on ouvre le lien iOS, celui-ci recherche si l&rsquo;application est install\u00e9e sur le smartphone. Si oui, le contenu est ouvert via l&rsquo;application. Dans le cas contraire, le lien ouvre une version web du contenu via Safari. Selon une \u00e9tude, les <em>Universal Links<\/em> permettraient d&rsquo;<strong>augmenter la conversion<\/strong> jusqu&rsquo;\u00e0 40% !<\/p>\n<h2 style=\"text-align: justify;\">Deep Link sur Android : <em>App Links<\/em><\/h2>\n<p style=\"text-align: justify;\">Les Google <em>App Links<\/em> sont l&rsquo;\u00e9quivalent Android des <em>Universal Links<\/em> d&rsquo;iOS. Au final ils fonctionnent de fa\u00e7on tr\u00e8s similaire. Tout comme les <em>Universal Links<\/em>, les <em>App Links<\/em> visent le web et \u00e9galement une partie du contenu au sein de l&rsquo;application. Tout comme son \u00e9quivalent iOS, les <em>App Links<\/em> permettent d&rsquo;am\u00e9liorer l&rsquo;exp\u00e9rience utilisateur et donc la conversion. Cependant, du fait de la fragmentation des versions d&rsquo;Android, l&rsquo;adoption de ces liens est pour le moment lente. Le probl\u00e8me \u00e9tant que toutes les versions ne supportent pas les <em>App Links<\/em>.<\/p>\n<p><a href=\"https:\/\/yeeply.com\/fr\/landing\/telechargement-ebook-checklist-app\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2020\/04\/FR-Te\u0301le\u0301charger-ebook-5-checklist-app.jpg\" alt=\"Ebook 5 Checklist app\" \/><\/a><\/p>\n<h2 style=\"text-align: justify;\">Le Deep Linking aussi sur Facebook<\/h2>\n<p style=\"text-align: justify;\">En 2014, Facebook a cr\u00e9\u00e9 un standard d&rsquo;App Links pour r\u00e9soudre les limitations des URI des Deep Links. Ces App Links ont deux composants principaux :<\/p>\n<ol>\n<li><strong>Des Metatags<\/strong> qui sont ajout\u00e9s au format de la page web gr\u00e2ce \u00e0 \u00ab\u00a0http:\/\/\u00a0\u00bb. Ces \u00e9tiquettes indiquent l&rsquo;URI sp\u00e9cifique contenu dans l&rsquo;application. Elles enregistrent \u00e9galement le comportement si l&rsquo;application n&rsquo;est pas install\u00e9e.<\/li>\n<li><strong>Un syst\u00e8me de routage<\/strong> pour l&rsquo;ouverture des liens. Ce syst\u00e8me v\u00e9rifie la destination du lien avant de l&rsquo;ouvrir. Comme avec les autres liens, la commande est ex\u00e9cut\u00e9e au sein de l&rsquo;application. Dans le cas o\u00f9 l&rsquo;app n&rsquo;est pas install\u00e9e, l&rsquo;ouverture du lien se fera de mani\u00e8re classique.<\/li>\n<\/ol>\n<p style=\"text-align: center;\">Ceci pourrait vous int\u00e9resser: <a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/marketing-mobile-guide-complet\/\"><em>Le guide complet du marketing mobile [2020]<\/em><\/a><\/p>\n<p><strong>Conclusion<\/strong><\/p>\n<p style=\"text-align: justify;\">Cet article a repris plusieurs exemples d&rsquo;utilisation du Deep Linking. M\u00eame si au final son utilisation est tr\u00e8s similaire sur toutes les plateformes, chacune d&rsquo;entre elles n\u00e9cessite une pr\u00e9paration diff\u00e9rente. Sans aucun doute, c&rsquo;est une technique qui, au niveau de l&rsquo;exp\u00e9rience utilisateur et l&rsquo;utilisabilit\u00e9, doit \u00eatre implant\u00e9e dans les applications mobiles. Bien s\u00fbr, pour y parvenir un sp\u00e9cialiste en d\u00e9veloppement d&rsquo;application \/ web sera n\u00e9cessaire.<\/p>\n<p><a href=\"https:\/\/yeeply.com\/fr\/?rel=FR-BP-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2020\/04\/FR-CTA-projet-marketing.png\" alt=\"Proyecto Marketing\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Le deep link est une technique qui a pris une importance consid\u00e9rable au cours des derni\u00e8res ann\u00e9es du fait de son efficacit\u00e9 dans le &#8230;<\/p>\n","protected":false},"author":2,"featured_media":5374,"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-4188","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Deep link et marketing mobile : comment \u00e7a marche ?<\/title>\n<meta name=\"description\" content=\"Le deep link est une technique qui est de plus en plus utilis\u00e9e dans le monde du marketing mobile. 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