{"id":664,"date":"2010-03-04T23:46:10","date_gmt":"2010-03-05T02:46:10","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=664"},"modified":"2010-03-04T23:46:10","modified_gmt":"2010-03-05T02:46:10","slug":"como-puede-un-cliente-hacer-dano-a-sus-propias-campanas","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/comment-un-client-peut-il-endommager-ses-propres-cloches\/","title":{"rendered":"Comment un client peut-il nuire \u00e0 ses propres campagnes?"},"content":{"rendered":"

Bien que travailler avec certains clients soit un plaisir et que vous ayez l'impression de faire partie d'un duo dynamique capable de prendre une racl\u00e9e de la concurrence, il y a des moments o\u00f9 vous pouvez vous sentir vraiment mal \u00e0 l'aise de travailler avec quelqu'un.<\/p>\n

Lorsque cette situation d'inconfort se r\u00e9p\u00e8te tr\u00e8s souvent, cela peut m\u00eame aller \u00e0 l'extr\u00eame de devoir licencier notre client (oui, on peut aussi licencier son client).<\/p>\n

La plupart du temps, cela se produit parce que vous n'avez pas \u00e9tabli au pr\u00e9alable des crit\u00e8res de travail solides ou en raison de leur violation r\u00e9p\u00e9t\u00e9e, pour illustrer la situation, je vous laisse un dialogue inv\u00e9rifiable mais pas impossible qui peut survenir \u00e0 un moment donn\u00e9 avec l'un de vos clients:<\/p>\n

Client:<\/strong> Je souhaite que les modifications suivantes soient apport\u00e9es \u00e0 la campagne et que tout le reste soit supprim\u00e9.<\/p>\n

<\/p>\n

Responsable marketing: <\/strong>Ces changements entra\u00eeneront une augmentation du co\u00fbt par conversion, une perte de positions publicitaires, une perte de niveau de qualit\u00e9 et feront avancer la fin du monde pour 2011.
\n
\nClient:<\/strong> Peu importe, ces changements ont \u00e9t\u00e9 sugg\u00e9r\u00e9s par les sup\u00e9rieurs de l'entreprise. (traduction: mon salaire est en p\u00e9ril et le r\u00e9sultat compte peu ou rien pour moi, je n'obtiens pas d'augmentation pour cela de toute fa\u00e7on)<\/p>\n

Responsable marketing:<\/strong> Que savez-vous du marketing en ligne?<\/p>\n

Client:<\/strong> Hier, ils ont appris \u00e0 faire "R\u00e9pondre \u00e0 tous" dans Outlook.<\/p>\n

Responsable marketing:<\/strong> Si votre m\u00e9decin vous dit que vous avez une chirurgie cardiaque, lui diriez-vous que vous pr\u00e9f\u00e9rez subir une op\u00e9ration de la t\u00eate? (ceci \u00e9videmment dit de mani\u00e8re totalement indirecte et avec de nombreux euph\u00e9mismes)<\/p>\n

Client:<\/strong> Bla bla bla bla bla bla bla! (\u00c0 ce stade, peu importe ce que vous dites, vous faites ce que le client dit ou vous ne faites rien)
\n
\nResponsable marketing:<\/p>\n

\"Pas<\/a><\/strong>
Pas d'autre fois...<\/figcaption><\/figure>\n

<\/strong><\/p>\n

Pour \u00e9viter ces situations ennuyeuses tant pour le marketeur que pour le client, la premi\u00e8re chose \u00e0 faire est de renseigner le client sur le fonctionnement du canal que nous utilisons, dans le cas o\u00f9 nous faisons de la publicit\u00e9 avec Google Adwords. Nous devons expliquer au client quels sont les aspects les plus importants d'une campagne.<\/strong><\/p>\n

Bien que beaucoup de choses puissent nous para\u00eetre \u00e9videntes, il y a de tr\u00e8s bonnes chances que le client n'ait aucune id\u00e9e de leur existence ou qu'il ne sache pas quelle est sa v\u00e9ritable fonction.<\/p>\n

Par exemple, modifier ou supprimer une annonce tr\u00e8s r\u00e9ussie (bonnes conversions et bon CTR) au milieu d'une campagne peut conduire \u00e0 l'\u00e9chec total de la campagne ENTIER d'une seconde \u00e0 l'autre, car Google prend en compte l'historique des annonces lors de l'attribution de positions<\/strong> ou m\u00eame de d\u00e9cider d'arr\u00eater de le montrer.<\/p>\n

Comment un client peut-il contribuer \u00e0 am\u00e9liorer votre campagne?<\/strong><\/p>\n

Une communication agile et bonne avec le client fait une diff\u00e9rence abyssale dans le succ\u00e8s d'une campagne, le client peut offrir des informations sur les produits les plus populaires, avec lesquels il tire le plus de b\u00e9n\u00e9fices, nous informer \u00e0 l'avance de ses prochaines promotions, etc.<\/p>\n

Ces informations sont tr\u00e8s pr\u00e9cieuses pour cr\u00e9er de nouvelles campagnes visant, par exemple, \u00e0 faire conna\u00eetre une promotion sp\u00e9ciale et qui bien appliqu\u00e9e peut MULTIPLIER les ventes du jour au lendemain.<\/p>\n

Maintenant bien, Comment un client peut-il nuire \u00e0 ses propres campagnes?<\/strong><\/p>\n

1)<\/strong> Passer des commandes sans \u00e9couter l'avis du Marketer<\/p>\n

2)<\/strong> Accorder une importance extr\u00eame \u00e0 vos pr\u00e9f\u00e9rences et go\u00fbts personnels (couleurs, mots, styles, etc.)<\/p>\n

3)<\/strong>Ignorer le fait que personne ne se soucie autant de sa marque que lui<\/p>\n

En bref:<\/strong> Les clients potentiels se soucient de ce que nous avons \u00e0 leur offrir, il s'agit d'eux, pas de nous.<\/p>","protected":false},"excerpt":{"rendered":"

Si bien trabajar con algunos clientes es un placer y uno se siente parte de un duo din\u00e1mico capaz de dar una tremenda paliza a toda la competencia, hay veces donde uno puede llegar a sentirse realmente inc\u00f3modo de trabajar con alguien. Cuando esa situaci\u00f3n de incomodidad se repite muy seguidamente incluso se puede llegar…<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[31,10],"class_list":["post-664","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-asesoramiento-online-empresas","tag-marketing-online"],"aioseo_notices":[],"yoast_head":"\nC\u00f3mo puede un Cliente hacer Da\u00f1o a sus Propias Campa\u00f1as? - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"C\u00f3mo puede un Cliente hacer Da\u00f1o a sus Propias Campa\u00f1as? 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