{"id":2356,"date":"2012-10-02T10:18:04","date_gmt":"2012-10-02T09:18:04","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=2356"},"modified":"2014-11-27T11:42:24","modified_gmt":"2014-11-27T10:42:24","slug":"comment-construire-une-strategie-digitale-efficace-2","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2012\/10\/comment-construire-une-strategie-digitale-efficace-2\/","title":{"rendered":"Comment construire une strat\u00e9gie digitale efficace ?"},"content":{"rendered":"

Les grandes entreprises ayant compris l\u2019int\u00e9r\u00eat de mener une strat\u00e9gie digitale (r\u00e9seaux sociaux, blogs, sites,\u2026), ce dispositif y est donc de plus en plus int\u00e9gr\u00e9. Cependant, il est n\u00e9cessaire d\u2019en conna\u00eetre les fondamentaux afin d\u2019avoir une strat\u00e9gie coh\u00e9rente et efficace.<\/p>\n

\n

Un client digitalis\u00e9 est avant tout un client\u2026 fid\u00e9lis\u00e9\u00a0!<\/h2>\n<\/div>\n

Ce sont les chiffres qui le disent : selon une r\u00e9cente \u00e9tude InsightNow portant sur le syst\u00e8me bancaire, les entreprises les plus investies sur la sph\u00e8re digitale sont \u00e9galement celles qui fid\u00e9lisent le plus leur base client.<\/p>\n

Mais ces r\u00e9sultats ne sont pas \u00e0 proprement parler surprenants. L\u2019int\u00e9r\u00eat des canaux digitaux pour l\u2019entreprise dans la communication, la relation client, et m\u00eame la co-construction d\u2019offre s\u2019est impos\u00e9 comme une \u00e9vidence ces derni\u00e8res ann\u00e9es.<\/p>\n

Cela est plut\u00f4t r\u00e9v\u00e9lateur de la n\u00e9cessit\u00e9 de construire une strat\u00e9gie digitale coh\u00e9rente. L\u2019objectif est de r\u00e9pondre \u00e0 la question \u00ab\u00a0Quelle est la valeur ajout\u00e9e du digital dans ma strat\u00e9gie marketing\u00a0?\u00a0\u00bb<\/p>\n

Ainsi, plus cette strat\u00e9gie sera en phase avec la strat\u00e9gie marketing globale, plus elle sera efficace. En ce sens, il est toujours utile de rappeler qu\u2019il est difficile de penser le digital compl\u00e9tement \u00e0 part de la strat\u00e9gie globale.<\/p>\n

D\u2019ailleurs les exemples de r\u00e9ussite de strat\u00e9gie digitale compl\u00e9tement int\u00e9gr\u00e9e ne manquent pas\u00a0:\u00a0B&You<\/a>, Sosh<\/a>, iDTGV<\/a>, \u2026\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong>
\n<\/strong><\/p>\n

\n

Stop aux exp\u00e9rimentations<\/h2>\n<\/div>\n

En r\u00e9alit\u00e9, tr\u00e8s rares sont les grandes structures qui ne prennent pas la parole sur les canaux digitaux.\u00a0Un fil Twitter, une page Facebook, une FAQ interactive, un blog\u2026 Souvent de nombreuses briques sont d\u00e9j\u00e0 pr\u00e9sentes cot\u00e9 client.<\/p>\n

Malheureusement, il arrive parfois que tout cela soit mis en ligne avant m\u00eame que les bases d\u2019une strat\u00e9gie digitale ne soient pos\u00e9es.\u00a0En effet, en interne ces prises de parole peuvent \u00eatre le fruit d\u2019exp\u00e9rimentations, parfois par des entit\u00e9s internes de l\u2019entreprise tr\u00e8s diff\u00e9rentes (communication, marketing, relation client, DSI, \u2026). En vision client ces diff\u00e9rences sont bien s\u00fbr invisibles et il est alors incompr\u00e9hensible que le message ne soit pas unifi\u00e9.<\/p>\n

Les risques d\u2019image et de fid\u00e9lisation sont r\u00e9els. Un message trait\u00e9 de mani\u00e8re diff\u00e9rente sur un fil Twitter ou sur le canal t\u00e9l\u00e9phone peut provoquer une tr\u00e8s mauvaise publicit\u00e9, voire un d\u00e9part du client.\u00a0En outre, sans objectif, ces initiatives peuvent se r\u00e9v\u00e9ler couteuses et non porteuses de valeur.<\/p>\n

Courage\u00a0! Passons du test au dispositif efficace\u00a0!<\/h2>\n

Pour faire simple, de nombreuses entreprises passent aujourd\u2019hui de l\u2019\u00e9tape \u00ab\u00a0il faut qu\u2019on soit sur Facebook\u00a0! \u00bb \u00e0 \u00ab\u00a0que faire de ma visibilit\u00e9 acquise sur Facebook\u00a0? \u00bb.<\/p>\n

Mais comment prendre le probl\u00e8me\u00a0?<\/p>\n

Il est d\u2019abord n\u00e9cessaire de \u00a0faire un \u00e9tat des lieux pr\u00e9cis de la vision client des tous ces dispositifs afin de rationaliser les prises de paroles et repositionner l\u2019existant pour qu\u2019il soit au service de la strat\u00e9gie globale<\/p>\n

Quelques r\u00e8gles g\u00e9n\u00e9riques de bonnes pratiques permettent de transformer l\u2019essai\u00a0:<\/p>\n

    \n
  • Centraliser le pilotage des canaux digitaux\u00a0;<\/li>\n
  • Repositionner les dispositifs pour qu\u2019ils servent un ou plusieurs des enjeux de la strat\u00e9gie marketing globale\u00a0;<\/li>\n
  • Mettre en place de vrais indicateurs avec objectifs comme pour les canaux physiques\u00a0;<\/li>\n
  • Mesurer l\u2019apport r\u00e9el de chaque canal \u00e0 l\u2019entreprise (vente, contacts commerciaux, image, \u2026).<\/li>\n<\/ul>\n

     <\/p>\n

    Enfin, gardez en t\u00eate qu\u2019un dispositif digital est propre \u00e0 chaque industrie et chaque entreprise. \u00a0Inutile donc de tenter de calquer une strat\u00e9gie sur un concurrent\u00a0!<\/p>\n

    Le temps montrera tr\u00e8s certainement que les entreprises les plus innovantes, ayant trait\u00e9 ces enjeux digitaux avant leurs concurrents, auront gagn\u00e9 une vraie avance concurrentielle.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Les grandes entreprises ayant compris l\u2019int\u00e9r\u00eat de mener une strat\u00e9gie digitale (r\u00e9seaux sociaux, blogs, sites,\u2026), ce dispositif y est donc de plus en plus int\u00e9gr\u00e9. Cependant, il est n\u00e9cessaire d\u2019en conna\u00eetre les fondamentaux afin d\u2019avoir une strat\u00e9gie coh\u00e9rente et efficace….<\/p>\n","protected":false},"author":1352,"featured_media":6344,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32,35],"tags":[676,110,106,675],"coauthors":[3187],"class_list":["post-2356","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","category-strategie-projets-it","tag-fidelisation","tag-marketing","tag-reseaux-sociaux","tag-strategie-digitale"],"acf":[],"yoast_head":"\nComment construire une strat\u00e9gie digitale efficace ? - RiskInsight<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.riskinsight-wavestone.com\/2012\/10\/comment-construire-une-strategie-digitale-efficace-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment construire une strat\u00e9gie digitale efficace ? - RiskInsight\" \/>\n<meta property=\"og:description\" content=\"Les grandes entreprises ayant compris l\u2019int\u00e9r\u00eat de mener une strat\u00e9gie digitale (r\u00e9seaux sociaux, blogs, sites,\u2026), ce dispositif y est donc de plus en plus int\u00e9gr\u00e9. 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