?<\/strong><\/p>\n\n\n\nLes donn\u00e9es \"Zero Party\" sont d\u00e9finies comme des donn\u00e9es fournies volontairement et en toute connaissance de cause par le client.<\/p>\n\n\n\n
Ces donn\u00e9es peuvent concerner les intentions d'achat, le contexte personnel ou m\u00eame la mani\u00e8re dont le client souhaite \u00eatre reconnu par la marque.<\/p>\n\n\n\n
Ils permettent aux marques d'\u00e9tablir des relations directes avec les consommateurs et, en retour, de mieux personnaliser leurs efforts de marketing, leurs services, leurs offres et leurs recommandations de produits.<\/p>\n\n\n\n
En \u00e9tablissant un lien direct avec les consommateurs, plut\u00f4t que de faire des d\u00e9ductions et des suppositions, vous recueillez ces donn\u00e9es simplement en posant des questions.<\/p>\n\n\n\n
Si les clients ont confiance et appr\u00e9cient leurs interactions avec une marque, ils partageront leurs donn\u00e9es de mani\u00e8re proactive et intentionnelle. Les marques peuvent alors utiliser les donn\u00e9es, les informations et les autorisations fournies par les clients pour mettre en \u0153uvre un marketing plus personnalis\u00e9.<\/p>\n\n\n\n
Les diff\u00e9rents types de donn\u00e9es en fonction de leur source<\/strong><\/p>\n\n\n\n\nDonn\u00e9es du parti z\u00e9ro<\/strong><\/strong><\/li>\n<\/ul>\n\n\n\nLes marques collectent des donn\u00e9es de premi\u00e8re source directement aupr\u00e8s du client, g\u00e9n\u00e9ralement lors de la vente ou en remplissant des formulaires ; ce type de donn\u00e9es peut inclure les achats pass\u00e9s, les adresses postales, les pr\u00e9f\u00e9rences en mati\u00e8re de produits et les dates de naissance.<\/p>\n\n\n\n
Parce qu'elles proviennent directement de la source, elles fournissent des informations pr\u00e9cieuses sur la mani\u00e8re dont un client interagit avec la marque et sur l'\u00e9volution de son comportement au fil du temps.<\/p>\n\n\n\n
\nDonn\u00e9es des tiers<\/strong><\/li>\n<\/ul>\n\n\n\nIl s'agit des donn\u00e9es de premi\u00e8re source d'une autre organisation. Elles sont partag\u00e9es - et non vendues - entre deux entreprises de confiance, puis combin\u00e9es aux donn\u00e9es de premi\u00e8re source pour cibler des publics connus et inconnus.<\/p>\n\n\n\n
\nDonn\u00e9es de tiers<\/strong><\/li>\n<\/ul>\n\n\n\nIl s'agit de donn\u00e9es collect\u00e9es par divers fournisseurs, qui sont ensuite achet\u00e9es par les marques.<\/p>\n\n\n\n
Ce type de donn\u00e9es peut inclure une myriade de donn\u00e9es personnelles ou anonymes, telles que des informations d\u00e9mographiques et d'activit\u00e9 en ligne, \u00e0 partir desquelles les int\u00e9r\u00eats et les pr\u00e9f\u00e9rences d'un consommateur peuvent \u00eatre d\u00e9duits.<\/p>\n\n\n\n
Les donn\u00e9es de tiers pr\u00e9sentent une certaine valeur pour les sp\u00e9cialistes du marketing, mais comportent des risques importants.<\/p>\n\n\n\n
\nComment collecter des donn\u00e9es sur les tiers ?<\/strong> <\/li>\n<\/ul>\n\n\n\nLa collecte de ce type de donn\u00e9es n\u00e9cessite une approche r\u00e9fl\u00e9chie et strat\u00e9gique. Les marques doivent s'efforcer de cr\u00e9er des exp\u00e9riences personnalis\u00e9es qui soient faciles, transparentes et utiles pour le consommateur, en veillant \u00e0 ce qu'il comprenne comment ses donn\u00e9es seront utilis\u00e9es et quel est l'int\u00e9r\u00eat pour lui de les fournir.<\/p>\n\n\n\n
Les marques doivent proposer un \u00e9change de valeur qui en vaille la peine. Que ce soit du point de vue du sp\u00e9cialiste du marketing ou de celui du client, cet \u00e9change de valeur est simple : demander, obtenir, donner, r\u00e9p\u00e9ter.<\/p>\n\n\n\n
Les questionnaires, les enqu\u00eates, les tirages au sort, les codes QR sur les points de vente, les t\u00e9moignages sur les m\u00e9dias sociaux, pour n'en citer que quelques-uns, peuvent int\u00e9grer des m\u00e9canismes de r\u00e9compense qui donnent aux consommateurs une v\u00e9ritable raison de participer et de soumettre leurs donn\u00e9es.<\/p>\n\n\n\n
Les avantages de la personnalisation<\/strong><\/p>\n\n\n\nLes consommateurs adorent la personnalisation fond\u00e9e sur des donn\u00e9es de premi\u00e8re source. La cl\u00e9 est d'\u00e9tablir une strat\u00e9gie de messagerie intelligente qui va au-del\u00e0 de l'\"envoi \u00e0 tous\" ou de la personnalisation qui consiste simplement \u00e0 mettre un nom dans la ligne d'objet.<\/p>\n\n\n\n
Les messages doivent proposer des produits pour lesquels le client a manifest\u00e9 de l'int\u00e9r\u00eat, correspondre au budget qu'il s'est fix\u00e9 et contenir un contenu dynamique \u00e0 l'aide de mots-cl\u00e9s connus pour g\u00e9n\u00e9rer de l'engagement.<\/p>\n\n\n\n
\u00c9tablir des relations avec les clients<\/strong><\/p>\n\n\n\nLes donn\u00e9es \"Zero Party\" sont l'avenir du marketing relationnel et ont un impact sur l'ensemble du cycle de vie du client, de l'acquisition \u00e0 la fid\u00e9lisation en passant par la r\u00e9tention.<\/p>\n\n\n\n
Commencez d\u00e8s maintenant \u00e0 construire des relations durables avec vos clients, en leur offrant un \u00e9change de valeur engageant qui les fait avancer dans leur parcours.<\/p>\n\n\n\n
En outre, les donn\u00e9es de premi\u00e8re source sont essentielles \u00e0 une \u00e9poque o\u00f9 la protection de la vie priv\u00e9e et la personnalisation sont des priorit\u00e9s absolues pour les consommateurs.<\/p>\n\n\n\n
Selon des \u00e9tudes, telles que celles men\u00e9es par Salesforce, qui indiquent que 76% des consommateurs attendent des entreprises qu'elles comprennent leurs besoins et leurs attentes, la collecte d'informations sur leurs besoins et leurs attentes est un \u00e9l\u00e9ment cl\u00e9 d'une strat\u00e9gie commerciale r\u00e9ussie. Donn\u00e9es du parti z\u00e9ro <\/strong>n'est pas seulement b\u00e9n\u00e9fique pour personnaliser l'exp\u00e9rience du client, mais aussi pour \u00e9tablir une base solide de confiance entre la marque et le consommateur.<\/p>\n\n\n\nCette approche directe et consensuelle de la collecte de donn\u00e9es garantit que les marques restent align\u00e9es sur les r\u00e9glementations relatives \u00e0 la protection de la vie priv\u00e9e, telles que le GDPR et le CCPA, qui donnent aux consommateurs le contr\u00f4le de leurs propres donn\u00e9es.<\/p>\n\n\n\n
L'int\u00e9gration de ces donn\u00e9es dans la strat\u00e9gie marketing d'une entreprise peut lui conf\u00e9rer un avantage concurrentiel significatif en lui permettant de personnaliser et d'anticiper en profondeur les besoins et les d\u00e9sirs des consommateurs, favorisant ainsi une relation plus forte et plus durable.<\/p>\n\n\n\nLe marketing relationnel se concentre sur le d\u00e9veloppement de relations \u00e0 long terme directement avec les consommateurs, en comprenant leurs v\u00e9ritables besoins et d\u00e9sirs afin d'offrir des produits et des services plus personnalis\u00e9s.<\/p>","protected":false},"author":239642484,"featured_media":7067,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[1414,1422],"class_list":["post-9748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing","tag-zero-party-data"],"yoast_head":"\n
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