{"id":1445,"date":"2024-03-12T16:24:04","date_gmt":"2024-03-12T16:24:04","guid":{"rendered":"https:\/\/imagino.com\/france\/resource\/how-to-stay-clear-from-creepy-marketing\/"},"modified":"2026-04-09T08:17:53","modified_gmt":"2026-04-09T07:17:53","slug":"blog-comment-rester-a-lecart-des-pratiques-marketing-douteuses","status":"publish","type":"resources","link":"https:\/\/imagino.com\/fr\/resource\/blog-comment-rester-a-lecart-des-pratiques-marketing-douteuses\/","title":{"rendered":"Gestion et optimisation de la pression marketing : comment rester \u00e0 l\u2019\u00e9cart des pratiques marketing douteuses ?"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-6a5073759a3b4\" class=\"hero-legal-section u-gradient--blue-purple u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/fr\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Gestion et optimisation de la pression marketing&nbsp;: comment rester \u00e0 l\u2019\u00e9cart des pratiques marketing douteuses ?<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        par Mathieu Lavedrine, Vice President of Customer &amp; Technology                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-6a5073759df4b\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                    <div class=\"unify-header js-animate animate__fadeIn\">\r\n                                    <h2 class=\"tl\"><span class=\"text-gradient--purple\">\u00ab Vous n\u2019\u00eates qu\u2019\u00e0 2 minutes de notre magasin ! \u00bb<\/span><\/h2>\r\n                \r\n                            <\/div>\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <p>Souvenez-vous des d\u00e9buts du geofencing, lorsque l\u2019id\u00e9e novatrice consistait \u00e0 interpeller les gens passant \u00e0 proximit\u00e9 d\u2019un lieu et les inciter \u00e0 \u00ab venir faire un saut \u00bb \u2026 Quelle intrusion ! Essayez de soumettre cette id\u00e9e \u00e0 votre \u00e9quipe marketing aujourd\u2019hui et, dans la grande majorit\u00e9 des cas, vous obtiendrez un retentissant \u00ab\u00a0C\u2019est hyper-intrusif, on ne peut pas faire \u00e7a !\u00a0\u00bb<\/p>\n<p class=\"p1\">Le fait que les smartphones \u00e0 l\u2019\u00e9poque autorisaient cette pratique sans le consentement explicite de l\u2019utilisateur montre \u00e0 quel point le paysage juridique et technique a chang\u00e9, de m\u00eame que la perception du consommateur quant \u00e0 ce qui est innovant et ce qui tend vers une atteinte \u00e0 la vie priv\u00e9e.<\/p>\n<p><strong>Autrement dit, ce n\u2019est pas parce que quelque chose est possible ou l\u00e9gal, que c\u2019est une bonne id\u00e9e de le faire\u00a0!<\/strong><\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate image--container animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-6a5073759df50\" class=\"image__inner u-gradient--blue-purple\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2024\/03\/creepy-web-3.jpg\" alt=\"Comment optimiser sa pression marketing ?\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a5073759e31d\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"text-gradient--purple\">\u00ab La pression marketing d\u00e9signe l\u2019\u00e9quilibre subtil entre la fr\u00e9quence, la pertinence et la valeur per\u00e7ue des communications adress\u00e9es \u00e0 un client. Trop forte, elle fragilise la relation ; bien pilot\u00e9e, elle la renforce. \u00bb<\/span><\/h2>\r\n                                                                                <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a5073759ee82\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><strong>Tout est une question de traitement des donn\u00e9es\u2026<\/strong><\/h2>\n<p>Il y a quelques jours, je lisais l\u2019index des tendances mondiales de consommation en 2024 qui pr\u00e9sentait le r\u00e9sultat d\u2019une enqu\u00eate originale sur le \u00ab\u00a0cool vs creepy\u00a0\u00bb marketing (sympa ou malsain). Dans cette enqu\u00eate, les pratiques qui ressortent comme les plus pertinentes et appr\u00e9ci\u00e9es sont les offres d\u2019anniversaire personnalis\u00e9es, les recommandations bas\u00e9es sur les achats pass\u00e9s ou encore les emails de panier abandonn\u00e9. L<strong>es moins pl\u00e9biscit\u00e9es, en revanche, incluent les publicit\u00e9s de marques tierces non-reconnues<\/strong> (bas\u00e9es sur la localisation g\u00e9ographique par exemple) et <strong>les publicit\u00e9s bas\u00e9es sur des techniques de tracking indirect<\/strong> (comme les cookies tiers).<\/p>\n<p>Cela peut sembler \u00e9vident, mais il est int\u00e9ressant de constater que <strong>ces cinq pratiques les plus courantes correspondent exactement au clivage entre les donn\u00e9es \u00ab\u00a0first party\u00a0\u00bb et les donn\u00e9es \u00ab\u00a0third party\u00a0\u00bb<\/strong>. Autrement dit, il semblerait que les pratiques les plus engageantes reposent en effet sur des donn\u00e9es provenant des premiers cercles d\u2019informations, tandis que les moins all\u00e9chantes sont bas\u00e9es sur des donn\u00e9es indirectes ou de tiers.<\/p>\n<p class=\"p1\">Je ne doute pas qu\u2019il soit possible de cr\u00e9er des exp\u00e9riences client attrayantes bas\u00e9es sur des donn\u00e9es tierces et des exp\u00e9riences non d\u00e9sirables bas\u00e9es sur des donn\u00e9es issues du premier cercle d\u2019informations.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><strong>Mais je crois que, d\u00e8s les premiers \u00e9changes, il existe un accord tacite entre une marque de confiance et ses clients.<\/strong> Les deux parties connaissent la port\u00e9e des donn\u00e9es partag\u00e9es explicitement ou implicitement, et il existe des attentes fortes et non-exprim\u00e9es sur la mani\u00e8re dont elles peuvent et doivent \u00eatre utilis\u00e9es.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u00c9viter les sentiments de malaise : \u00ab\u00a0Mon t\u00e9l\u00e9phone m\u2019\u00e9coute, c\u2019est certain !\u00a0\u00bb<\/strong><\/h2>\n<p><strong>Le sentiment de malaise survient lorsque les consommateurs voient quelque chose se produire, mais qu\u2019ils ne comprennent pas comment cela s\u2019est produit.<\/strong> Par exemple, une publicit\u00e9 qui appara\u00eet sur le portable d\u2019un ami sur Meta \u00e0 propos d\u2019un produit dont nous avons discut\u00e9 sur WhatsApp quelques heures plus t\u00f4t\u2026 Ce m\u00eame sentiment peut \u00e9galement se produire quand le sujet devient trop personnel pour le consommateur (voir fr\u00e9quemment, par exemple, des publicit\u00e9s sur la perte de cheveux !?).<\/p>\n<p>&nbsp;<br \/>\nVouloir \u00eatre ing\u00e9nieux ou malin ne vaut pas le coup si cela met mal \u00e0 l\u2019aise les gens. \u00catre franc et transparent sur la raison pour laquelle les consommateurs voient le contenu qui leur est pr\u00e9sent\u00e9 est une bien meilleure approche.<\/p>\n<p>&nbsp;<br \/>\nPar exemple, les recommandations peuvent \u00eatre pr\u00e9sent\u00e9es comme \u00ab\u00a0bas\u00e9es sur votre derni\u00e8re visite\u00a0\u00bb ou \u00ab\u00a0quelques bonnes alternatives au produit en rupture de stock que vous avez laiss\u00e9 dans votre panier\u00a0\u00bb.<\/p>\n<p><strong>Aucun de ces concepts n\u2019est intrins\u00e8quement compliqu\u00e9, mais les mettre en \u0153uvre correctement n\u2019est pas aussi simple qu\u2019il n\u2019y para\u00eet.<\/strong> Comme toujours, je vous encourage \u00e0 examiner la qualit\u00e9 et l\u2019exhaustivit\u00e9 de vos donn\u00e9es, ainsi que <a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/campaign-activation\/\">votre capacit\u00e9 \u00e0 les activer de mani\u00e8re sens\u00e9e<\/a> \u00e0 travers les canaux les plus pertinents, dans un d\u00e9lai raisonnable. Cela n\u2019est pas toujours aussi simple que \u00e7a en a l\u2019air !<\/p>\n<p>&nbsp;<\/p>\n<h2>Et factuellement, quels sont les impacts d\u2019une pression marketing excessive ?<\/h2>\n<p>Une pression mal calibr\u00e9e ne se traduit pas seulement par de l\u2019agacement, elle impacte directement la relation client et la performance des campagnes :<\/p>\n<ul>\n<li><strong>Hausse des d\u00e9sabonnements<\/strong> (dont 57% des d\u00e9sabonnements dus \u00e0 un volume d&#8217;email re\u00e7u consid\u00e9r\u00e9 trop \u00e9lev\u00e9)<\/li>\n<li><strong>Augmentation des plaintes et signalements en spam<\/strong> (<a href=\"https:\/\/www.cnil.fr\/sites\/cnil\/files\/2025-04\/rapport_annuel_2024.pdf\" target=\"_blank\" rel=\"noopener\">dans son rapport annuel 2024<\/a>, la CNIL confirme que la sur sollicitation est l\u2019une des premi\u00e8res causes de r\u00e9clamations li\u00e9es au marketing direct en France)<\/li>\n<li><strong>D\u00e9t\u00e9rioration de l\u2019image de marque<\/strong> et risque d&rsquo;agacement<\/li>\n<li><strong>Baisse de l\u2019efficacit\u00e9 des campagnes<\/strong> : la lassitude (fatigue marketing) r\u00e9duit significativement les taux d\u2019ouverture et d\u2019engagement \u00e0 mesure que la fr\u00e9quence augmente<\/li>\n<\/ul>\n<p>Trop solliciter vos clients \u2013 ou de mani\u00e8re non qualitative &#8211; ne se limite ainsi pas \u00e0 une baisse <a href=\"https:\/\/imagino.com\/fr\/resource\/aller-plus-loin-avec-sa-cdp-de-la-performance-marketing-a-laugmentation-de-la-satisfaction-client-et-des-ventes\/\" target=\"_blank\" rel=\"noopener\">des taux d\u2019ouverture ou de certains KPI de performance marketing<\/a> : c\u2019est un risque business qui fragilise la fid\u00e9lit\u00e9, alourdit la charge de conformit\u00e9 et d\u00e9grade la perception de votre marque.<\/p>\n<p>&nbsp;<\/p>\n<h2>Les bonnes pratiques d\u2019optimisation de la pression marketing sont connues, c\u2019est leur mise en \u0153uvre qui est parfois complexe !<\/h2>\n<p>Bien g\u00e9rer la pression marketing ne consiste ainsi pas seulement \u00e0 limiter le nombre de messages envoy\u00e9s. C\u2019est avant tout un \u00e9quilibre : adresser la bonne sollicitation, au bon moment, via le bon canal, sans g\u00e9n\u00e9rer de lassitude ni d\u2019agacement. Il est facilit\u00e9 par :<\/p>\n<ul>\n<li>Une segmentation fine et comportementale<\/li>\n<li>La d\u00e9finition de r\u00e8gles m\u00e9tiers<\/li>\n<li>Le pilotage des indicateurs cl\u00e9s (fr\u00e9quence, ouverture, conversion, d\u00e9sabonnement)<\/li>\n<li>Un contenu utile, personnalis\u00e9 et transparent<\/li>\n<li>Un testing &amp; adaptation continue<\/li>\n<li>Le respect des r\u00e9glementations, du cadre europ\u00e9en et la libert\u00e9 de choisir facilement (Trust Center\u2026)<\/li>\n<\/ul>\n<p><strong>Ces bonnes pratiques reposent en particulier sur la capacit\u00e9 \u00e0 <a href=\"https:\/\/imagino.com\/fr\/resource\/blog-de-la-fragmentation-a-lunification-reprenez-le-controle-de-vos-donnees-clients\/\">unifier vos donn\u00e9es clients<\/a>, et orchestrer vos campagnes d\u2019activation ainsi que le parcours client multicanal. Elles sont au c\u0153ur de la <a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/customer-engagement-platform\/\">Customer Engagement Platform d\u2019imagino<\/a>.<\/strong><\/p>\n<p>Par exemple, Toyota Financial Services, gr\u00e2ce \u00e0 la solution imagino, a am\u00e9lior\u00e9 son orchestration des campagnes : +65\u202f% de taux d\u2019ouverture et +25\u202f% d\u2019engagement.<\/p>\n<p><strong>Si vous avez du mal \u00e0 mettre en place ce type d\u2019exp\u00e9rience client, <a href=\"https:\/\/imagino.com\/fr\/contactez-nous\/\">discutons-en<\/a>, nous pouvons vous aider !<\/strong><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-6a5073759f91a\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--blue-purple gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/04\/Screenshot-2025-04-29-at-12.20.42-300x210.png\" alt=\"Livre blanc - Comment am\u00e9liorer l\u2019efficacit\u00e9 des Cloud Marketing pour vos \u00e9quipes CRM? - Identifier les obstacles et mettre en place les bonnes pratiques\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-blue\">Livre Blanc<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">Fran\u00e7ais<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">Comment am\u00e9liorer l\u2019efficacit\u00e9 des Cloud Marketing pour vos \u00e9quipes CRM ?<\/h2>\n                                                    <div class=\"description\"><p>Pour en savoir plus \u2013 Vous pouvez explorer notre livre blanc.<\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imagino.com\/fr\/resource\/marketing-clouds-are-failing\/\" target=\"_blank\" class=\"btn--small btn btn--gradient-purple\">En savoir plus<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><\/p>\n<\/blockquote>\n<\/blockquote>\n<\/blockquote>\n<\/blockquote>\n<\/blockquote>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Comment optimiser la gestion de la pression marketing pour renforcer la relation client et \u00e9viter la sur-sollicitation ? 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