{"id":20672,"date":"2019-05-15T15:56:35","date_gmt":"2019-05-15T15:56:35","guid":{"rendered":"https:\/\/are-agency.be\/marketing-mobile\/"},"modified":"2026-11-03T13:26:41","modified_gmt":"2026-11-03T13:26:41","slug":"marketing-mobile","status":"publish","type":"post","link":"https:\/\/are-agency.be\/fr\/marketing-mobile\/","title":{"rendered":"Marketing mobile"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text]\n<h2>Qu&#8217;est-ce que le marketing mobile ?<\/h2>\n<h2>Le marketing mobile est<\/h2>\n<p> une strat\u00e9gie de marketing num\u00e9rique multicanal qui vous permet d&#8217;atteindre vos clients sur leurs smartphones, tablettes et autres appareils mobiles. Vous pouvez ainsi les atteindre via des sites web, des e-mails, des SMS, les r\u00e9seaux sociaux et des applications.<\/p>\n<p>De plus en plus de personnes d\u00e9laissent leur ordinateur de bureau pour se tourner vers leurs appareils mobiles. Ainsi, environ 80 % des internautes poss\u00e8dent un smartphone. De plus, ils consacrent 60 % du temps qu&#8217;ils passent en ligne \u00e0 l&#8217;utilisation d&#8217;appareils mobiles.<\/p>\n<p>Il est donc important que nous \u00e9largissions notre strat\u00e9gie de marketing en ligne en y int\u00e9grant un marketing mobile solide. \u00c0 cet \u00e9gard, il est essentiel que nous comprenions bien notre public cible sur mobile et que nous concevions notre contenu en tenant compte des plateformes mobiles.<\/p>\n<h2>Comment \u00e9laborer une bonne strat\u00e9gie de marketing mobile ?<\/h2>\n<p><strong>\u00c9tape 1. Cr\u00e9ez un profil d&#8217;acheteur mobile<\/strong><\/p>\n<p>Comme premi\u00e8re \u00e9tape de toute strat\u00e9gie marketing, il est important que vous compreniez bien votre public cible. Les profils d&#8217;acheteurs (buyer personas) constituent \u00e0 cet \u00e9gard une aide pr\u00e9cieuse. Accordez donc une attention particuli\u00e8re au comportement de navigation mobile de vos personas. Posez-vous notamment les questions suivantes : quelle part de leur trafic num\u00e9rique s&#8217;effectue sur un appareil mobile ? Se sentent-ils \u00e0 l&#8217;aise pour effectuer un achat via un smartphone ou une tablette ?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7759 size-large\" src=\"https:\/\/are-agency.be\/wp-content\/uploads\/2019\/04\/people-using-smartphones-JZUQGAD-1024x624.jpg\" alt=\"\" width=\"1024\" height=\"624\"><\/p>\n<p><strong>\u00c9tape 2. Fixez-vous des objectifs<\/strong><\/p>\n<p>Pour savoir si votre strat\u00e9gie est efficace, il est important de vous fixer des objectifs. Que souhaitez-vous atteindre gr\u00e2ce \u00e0 cette strat\u00e9gie de marketing mobile ? Cela vous permettra ensuite de d\u00e9terminer dans quelle mesure la strat\u00e9gie que vous mettez en place est r\u00e9ellement efficace.<\/p>\n<ul>\n<li><em>Que faites-vous d\u00e9j\u00e0 dans le domaine du mobile<\/em>? Cette question vous permettra de d\u00e9finir un point de d\u00e9part.<\/li>\n<li><em>Si vous vous consacrez d\u00e9j\u00e0 au marketing mobile, quels en sont les r\u00e9sultats ?<\/em> Cela vous permettra de d\u00e9terminer ce qui fonctionne et ce qui ne fonctionne pas.<\/li>\n<li><em>Quels sont vos principaux objectifs en int\u00e9grant le marketing mobile dans votre strat\u00e9gie globale ?<\/em><\/li>\n<li><em>Quels sont vos principaux publics cibles pour le marketing mobile ? Dans quelle mesure l&#8217;utilisation mobile des diff\u00e9rents profils est-elle similaire ou diff\u00e9rente ?<\/em><\/li>\n<\/ul>\n<p><strong>\u00c9tape 3. D\u00e9finissez des indicateurs cl\u00e9s de performance (KPI)<\/strong><\/p>\n<p>Tout comme vos autres strat\u00e9gies marketing, les campagnes de marketing mobile doivent \u00eatre test\u00e9es et, le cas \u00e9ch\u00e9ant, optimis\u00e9es. D\u00e9terminez donc quels indicateurs cl\u00e9s de performance (KPI) r\u00e9alistes et mesurables permettent d&#8217;\u00e9valuer le succ\u00e8s de votre campagne mobile.<\/p>\n<ul>\n<li><strong>Engagement<\/strong>: proposez un contenu adapt\u00e9 aux appareils mobiles aux clients potentiels qui recherchent des informations sur votre produit ou service. Veillez \u00e0 ce que votre site web soit responsive afin d&#8217;am\u00e9liorer le r\u00e9f\u00e9rencement mobile.<\/li>\n<li><strong>Acquisition<\/strong>: veillez \u00e0 ce que les e-mails de maturation des prospects soient adapt\u00e9s aux appareils mobiles et comportent des appels \u00e0 l\u2019action clairs. Les boutons dans les e-mails doivent \u00eatre plac\u00e9s pr\u00e8s du haut du message et \u00eatre suffisamment grands pour \u00eatre facilement s\u00e9lectionnables et faciliter le clic.<\/li>\n<li><strong>Service client<\/strong>: veillez \u00e0 ce que vos clients puissent vous contacter facilement depuis n\u2019importe quelle plateforme.<\/li>\n<\/ul>\n<p>Voici quelques questions que vous pouvez vous poser lors de la d\u00e9finition de vos indicateurs cl\u00e9s de performance (KPI) :<\/p>\n<ul>\n<li>Souhaitez-vous augmenter le taux de conversion des e-mails ?<\/li>\n<li>Est-ce que j&#8217;essaie d&#8217;am\u00e9liorer le trafic vers les pages de vente ?<\/li>\n<li>Dans quelle mesure est-il important pour moi de g\u00e9n\u00e9rer davantage de prospects ?<\/li>\n<li>Notre marque doit-elle stimuler les ventes en convertissant davantage de trafic sur certaines pages ?<\/li>\n<\/ul>\n<p><strong>\u00c9tape 4. Suivi des statistiques mobiles<\/strong><\/p>\n<p>Gr\u00e2ce \u00e0 Google Analytics, vous pouvez facilement suivre l&#8217;utilisation mobile de votre site web<\/p>\n<ul>\n<li>Les donn\u00e9es de conversion mobile vous indiquent si certaines de vos pages de destination doivent encore \u00eatre optimis\u00e9es pour une utilisation sur mobile ou non.<\/li>\n<li>Les donn\u00e9es relatives au comportement sur mobile, quant \u00e0 elles, montrent dans quelle mesure votre contenu mobile s\u00e9duit votre public cible.<\/li>\n<\/ul>\n<p>En r\u00e9sum\u00e9, la technologie mobile n\u2019est pas pr\u00e8s de dispara\u00eetre. L\u2019optimisation de votre strat\u00e9gie marketing pour les appareils mobiles donnera donc \u00e0 votre marque une longueur d\u2019avance sur la concurrence.[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text] Qu&#8217;est-ce que le marketing mobile ? Le&#8230;<\/p>\n","protected":false},"author":1,"featured_media":20675,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[98],"tags":[],"class_list":["post-20672","post","type-post","status-publish","format-standard","has-post-thumbnail","category-base-de-connaissances"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing mobile : d\u00e9finition - Are Agency<\/title>\n<meta name=\"description\" content=\"Le marketing mobile est une strat\u00e9gie multicanal pour atteindre vos clients sur smartphone et tablette, via sites web, e-mails, SMS et r\u00e9seaux sociaux.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/are-agency.be\/fr\/marketing-mobile\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing mobile : d\u00e9finition - 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