Customer Acquisition (Acquisition client)

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Mais aujourd’hui, acquérir de nouveaux clients en ligne n’est pas une mince affaire. Les prospects utilisent de multiples appareils et canaux, et sont en permanence exposés à différents contenus et annonces. Cibler et toucher les bons consommateurs, avec les bons messages et des campagnes aux coûts raisonnables peut vite devenir un vrai défi.</p> <p>Si vous avez lancé, ou planifiez de lancer une campagne marketing d’acquisition client en ligne, certaines stratégies peuvent vous permettre de maximiser votre ROI.</p> <p>Mais commençons par le commencement avec une définition.</p> <h4><strong>Qu’est-ce que l’acquisition client ?</strong></h4> <p>Comme son nom l’indique, l’acquisition client consiste à acquérir de nouveaux clients. Elle englobe toutes les méthodes, à la fois online et offline, permettant de trouver une nouvelle clientèle et d’inciter à l’achat. Les techniques classiques d’acquisition client incluent par exemple les appels téléphoniques impromptus et les courriers, ou encore les e-mails, les réseaux sociaux, les contenus marketing, le SEO, les annonces display payantes et la publicité payante sur les moteurs de recherche.</p> <p>Cet article traite principalement de l’acquisition en ligne, et plus particulièrement des annonces display qui, selon nos données, font partie des stratégies d’acquisition de plus de la moitié des marketeurs du monde entier.</p> <p><img decoding="async" class="aligncenter" src="http://www.criteo.com/fr/wp-content/uploads/sites/4/2023/01/FR-SEO-2-900.jpeg" width="100%" height="100%" /><br /> Alors quels sont les stratégies à adopter pour améliorer le ROI de vos campagnes d’acquisition client ?</p> <h4><strong>1. Misez sur les bonnes données et technologies</strong></h4> <p>La réussite d’une stratégie d’acquisition client dépend entièrement des données auxquelles vous avez accès, et de la technologie choisie pour les exploiter. Vous devez pouvoir distinguer les prospects des nouveaux clients, identifier les prospects les plus susceptibles d’acheter vos produits, et les cibler sur les différents appareils, navigateurs et applications.</p> <p>Pour toutes ces raisons, il est essentiel d’opter pour une solution d’acquisition client dotée d’un grand volume de données consommateur – plus il y en a, mieux c’est. Chez certains fournisseurs, l’accès aux données est payant – lisez bien toutes leurs conditions.</p> <p>Pour analyser et optimiser un tel volume de données, votre solution doit aussi être dotée de fonctionnalités de machine learning. Des outils seront aussi nécessaires pour analyser précisément les données comportementales et les habitudes d’achat, ainsi que pour perfectionner la campagne en fonction du rendement obtenu par rapport aux objectifs. Le machine learning est essentiel pour maximiser le ROI, car les données à synthétiser sont nombreuses, et doivent être constamment optimisées.</p> <h4><strong>2. Quantifiez votre reach</strong></h4> <p>Pour acquérir un grand nombre de nouveaux clients, la portée de votre campagne doit être maximale. Vos annonces sont-elles par exemples limitées à un réseau unique ? Quels sont les différents types de partenariats avec les annonceurs ? Autrement dit, combien d’annonceurs peuvent diffuser vos publicités ? Avez-vous accès à un inventaire premium ?</p> <p>La bonne solution sera celle capable de vous donner accès au plus grand nombre d’annonceurs, de bien placer vos annonces et de les diffuser auprès d’un maximum de prospects de qualité, au moment où ils sont le plus susceptibles d’acheter.</p> <h4><strong>3. Choisissez le bon modèle de tarification</strong></h4> <p>Les programmes d’acquisition client sont généralement tarifés sur la base du CPC ou du CPM. Le modèle de tarification idéal dépend de vos objectifs.</p> <p>Avec le CPC, ou coût par clic, vous ne payez que pour le nombre de clics générés. Le CPC est donc la meilleure solution pour les marketeurs qui cherchent à atteindre des objectifs spécifiques, comme par exemple améliorer le chiffre d’affaires, le trafic ou les ventes.</p> <p>Avec le CPM, ou coût par mille impressions, vous payez un montant fixe pour mille impressions, qu’elles génèrent des clics sur vos annonces ou non.</p> <p>Si le ROI fait partie des indicateurs de performance clés de votre campagne, il est préférable d’opter pour une solution aux tarifs basés sur le CPC, afin de mieux contrôler l’efficacité et les résultats.</p> <h4><strong>4. Diffusez des contenus dynamiques</strong></h4> <p>Selon les données des études de marché, les annonces personnalisées génèrent plus de ventes, et permettent d’obtenir un meilleur ROI. Par ailleurs, 88 % des marketeurs américains disent avoir noté une amélioration significative grâce à la personnalisation – plus de la moitié ont même enregistré une hausse de plus de 10 %. (<a href="http://www.evergage.com/blog/press/new-evergage-study-shows-compelling-personalization-benefits/" target="_blank" rel="noopener">Evergage</a>)</p> <p>La plupart des solutions d’acquisition client ne proposent que des contenus statiques – vous créez un inventaire fixe d’annonces diffusées à certains groupes de personnes, en fonction de règles que vous avez définies. D’autres offrent quelques fonctionnalités dynamiques, limitées aux produits les plus vendus ou à une liste de produits fournie manuellement.</p> <p>Pour maximiser la performance de vos initiatives d’acquisition client, il est essentiel de miser sur des contenus dynamiques. De cette façon, chaque prospect est exposé à des annonces personnalisées en fonction de son comportement d’achat et des types de produits qui l’intéressent. <a href="https://www.criteo.com/fr/technology/dco/">Notre technologie Dynamic creative optimization</a> détermine automatiquement la meilleure combinaison de couleurs, design et call-to-action, tout en respectant scrupuleusement l’identité de votre marque, pour générer un maximum de conversions, à chaque annonce.<img decoding="async" class="aligncenter" src="http://www.criteo.com/fr/wp-content/uploads/sites/4/2023/01/FR-SEO-3-for-glossary-min.jpeg" width="100%" height="100%" /></p> <h4><strong>5. Exploitez les avantages des technologies de recommandation de produits</strong></h4> <p>Selon nos données, près de la moitié des produits vendus ne sont pas consultés sur les sites des marques. Autrement dit, le consommateur n’aurait peut-être jamais acheté d’article s’il n’avait pas vu l’annonce.</p> <p><img decoding="async" class="aligncenter" src="http://www.criteo.com/fr/wp-content/uploads/sites/4/2023/01/FR-SEO-4-900.jpeg" width="100%" height="100%" /><br /> Il est aussi conseillé d’inclure des <a href="https://www.criteo.com/fr/technology/product-recommendations/">recommandations de produits</a> à vos campagnes d’acquisition. Avec une technologie de recommandation de produits, vous ne vous contentez pas d’afficher une liste statique des produits les plus vendus mais vous montrez aux consommateurs les articles qui les intéressent vraiment. Si Alice montre un forte propension à acheter des chaussures, une annonce pour des vêtements n’attirera pas son attention. En revanche, une annonce proposant plusieurs paires de chaussures pourrait faire pencher la balance et convertir Alice en cliente.</p> <h4><strong>6. Optez pour des enchères prédictives pour optimiser l’utilisation du budget</strong></h4> <p>Vous souhaitez tirer pleinement profit de votre budget d’acquisition client ? Misez sur une solution avec une technologie d’enchères prédictives. Les enchères prédictives utilisent le machine learning pour analyser les grands volumes de données, et déterminer quand et combien enchérir pour augmenter le ROI d’une campagne. <a href="https://www.criteo.com/fr/technology/predictive-bidding/">Predictive bidding</a> vous permet aussi d’optimiser un modèle en fonction de vos objectifs, qu’il s’agisse du rendement des investissements publicitaires (ROAS), du coût par vente (CPO) ou du retour sur investissement de la campagne (COS).</p> <h4><strong>Conclusion : les 6 éléments clés pour développer une stratégie imparable d’acquisition client en ligne</strong></h4> <ol> <li>Accéder à un volume de données suffisamment grand, et utiliser une technologie sophistiquée pour analyser et optimiser ces informations.</li> <li>Opter pour une solution qui offre la plus grande portée possible.</li> <li>Choisir le modèle de tarification adapté aux objectifs.</li> <li>Miser sur une technologie dynamique d’optimisation de création pour des annonces personnalisées en temps réel.</li> <li>Utiliser une technologie de recommandation de produits pour améliorer le potentiel de conversion.</li> <li>Tirer parti d’une technologie d’enchères prédictives pour optimiser les dépenses.</li> </ol> </div></div> </div> </div> <style>.body-lc-regular-font{font-weight:400}#single-post-share #share-content,.body-lc-medium-font{font-weight:500}.body-lc-semibold-font{font-weight:600}.bnw-filters{filter:grayscale(100) brightness(1) contrast(2);mix-blend-mode:multiply}#single-post-share{margin-top:24px;margin-bottom:48px}@media (min-width:768px){#single-post-share{margin-bottom:56px}}#single-post-share #share-content{display:-ms-flexbox;display:flex;-ms-flex-direction:column;flex-direction:column;-ms-flex-align:start;align-items:flex-start;font-size:17px;line-height:27px;color:#000}@media (min-width:768px){#single-post-share #share-content{-ms-flex-align:center;align-items:center;-ms-flex-direction:row;flex-direction:row}}#single-post-share 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