{"id":3765,"date":"2020-03-02T13:27:06","date_gmt":"2020-03-02T13:27:06","guid":{"rendered":"https:\/\/scal-e.com\/?p=3765"},"modified":"2022-09-15T21:10:40","modified_gmt":"2022-09-15T21:10:40","slug":"etude-de-cas-marketing-distribue","status":"publish","type":"post","link":"https:\/\/scal-e.com\/fr\/etude-de-cas-marketing-distribue\/","title":{"rendered":"Etude de cas | Le Marketing distribu\u00e9"},"content":{"rendered":"\n
<\/div>\n\n\n\n

Le probl\u00e8me souvent pos\u00e9 dans une strat\u00e9gie de communication est celle de l’harmonie entre les contenus cr\u00e9es par le si\u00e8ge, et les filiales\/franchises\/partenaires. <\/h3>\n\n\n\n

Le si\u00e8ge, quartier g\u00e9n\u00e9ral, est souvent consid\u00e9r\u00e9 comme le gardien de l’image de marque. Les filiales, franchises, et autres partenaires, trop souvent remis\u00e9s au second plan, doivent souvent se d\u00e9brouiller avec le PDF de la charte graphique pour faire vivre la marque. On doit alors adopter une strat\u00e9gie globale de l’entreprise, que l’on appelle Marketing Distribu\u00e9<\/strong><\/a>.<\/p>\n\n\n\n

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

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<\/span>
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LES 10 OBJECTIFS DU MARKETING DISTRIBUE <\/strong><\/h2>\n\n\n\n
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???? Activer en local la strat\u00e9gie groupe de la marque <\/p>\n\n\n\n

???? Donner de la latitude aux entit\u00e9s locales <\/p>\n\n\n\n

???? D\u00e9charger le central pour se concentrer sur des t\u00e2ches \u00e0 valeur ajout\u00e9e <\/p>\n\n\n\n

???? Augmenter le ROI<\/a> et gagner en efficacit\u00e9<\/p>\n\n\n\n

???? G\u00e9rer la gouvernance de la marque sur le r\u00e9seau <\/p>\n\n\n\n

???? Garantir une exp\u00e9rience utilisateur unique <\/p>\n\n\n\n

???? Respecter les contraintes des r\u00e9glementations sur la data <\/p>\n\n\n\n

???? Valoriser l’image de la marque <\/p>\n\n\n\n

???? Obtenir une meilleure connaissance client<\/p>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

<\/em><\/strong><\/h4>\n\n\n\n

\u00ab Il faut 20 ans pour construire une r\u00e9putation et cinq minutes pour la d\u00e9truire \u00bb (Warren Buffet)<\/em><\/strong><\/h4>\n\n\n\n

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

L’image de marque, c’est l’essence d’une entreprise. Le processus pour la cr\u00e9er, et la faire conna\u00eetre, est long et p\u00e9rilleux. Plus l’entreprise grandit, et plus on rencontre de risques de d\u00e9vier du chemin trac\u00e9 par la marque. <\/p>\n\n\n\n

C’est \u00e0 travers le besoin des clients que Scal-e a d\u00e9velopp\u00e9 une plateforme <\/strong>permettant de g\u00e9rer cette harmonisation, cette organisation du marketing distribu\u00e9. Il en r\u00e9sulte une interface pens\u00e9e pour le travail collaboratif, le partage de templates <\/em>entre entit\u00e9s de l’entreprise, et la personnalisation<\/a> des contenus d’apr\u00e8s des supports fix\u00e9s par la marque. Voici un exemple illustr\u00e9 de ce que nos clients peuvent accomplir dans notre plateforme.<\/p>\n\n\n

\n
\"Etude<\/a><\/figure>\n<\/div>\n\n\n

Voir l’\u00e9tude de cas sur instagram <\/a><\/em><\/p>\n\n\n

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\n \"\"\/\n <\/div>\n <\/div>\n
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<\/h2>\n
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Cette probl\u00e9matique vous parle ? Avez-vous des outils ad\u00e9quats dans votre entreprise ? Parlons-en !<\/p>\n\n\n

\n Nous contacter<\/a>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n

Suivez-nous sur LinkedIn<\/a> & Instagram<\/a> pour ne pas manquer nos prochains articles sur ce sujet.<\/p>\n\n\n\n

__________<\/p>\n\n\n\n

Scal-e est une CDP (Customer Data Platform) permettant de connecter plusieurs flux de donn\u00e9es (site internet, points de vente, et autres) dans un seul datamart. Ainsi les marques ont acc\u00e8s \u00e0 des donn\u00e9es propres : des profils clients unifi\u00e9s, des informations \u00e0 jour en temps r\u00e9el, pour mieux conna\u00eetre leurs clients et r\u00e9pondre \u00e0 leurs besoins au bon moment, par le bon canal. Dans la m\u00eame plateforme, les marques peuvent construire leur strat\u00e9gie marketing (audience builder, sc\u00e9narisation, planification, programme de fid\u00e9lit\u00e9) et l\u2019appliquer sans changer de logiciel.<\/em> <\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Le probl\u00e8me souvent pos\u00e9 dans une strat\u00e9gie de communication est celle de l’harmonie entre les contenus cr\u00e9es par le si\u00e8ge, et les filiales\/franchises\/partenaires. Le si\u00e8ge, quartier g\u00e9n\u00e9ral, est souvent consid\u00e9r\u00e9 comme le gardien de l’image de marque. Les filiales, franchises, et autres partenaires, trop souvent remis\u00e9s au second plan, doivent souvent se d\u00e9brouiller avec le […]<\/p>\n","protected":false},"author":9,"featured_media":6931,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[146],"tags":[39,40,48,80,81,82,104,204],"class_list":["post-3765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etude-de-cas","tag-martech","tag-cdp","tag-marketing-automation","tag-image-de-marque","tag-marketing-distribue","tag-strategie-marketing","tag-marketing","tag-strategie-de-communication"],"acf":[],"yoast_head":"\nEtude de cas | Le Marketing distribu\u00e9 - Scal-e<\/title>\n<meta name=\"description\" content=\"Etude de cas | Le Marketing distribu\u00e9 - Episode 1. 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