{"id":2833,"date":"2014-07-03T10:06:00","date_gmt":"2014-07-03T10:06:00","guid":{"rendered":"https:\/\/www.spot-hit.fr\/ressources\/?p=2833"},"modified":"2025-12-08T14:15:09","modified_gmt":"2025-12-08T14:15:09","slug":"cles-reussite-marketing-mobile","status":"publish","type":"post","link":"https:\/\/www.spot-hit.fr\/ressources\/cles-reussite-marketing-mobile","title":{"rendered":"Campagne SMS\u00a0marketing mobile : 5 cl\u00e9s pour la r\u00e9ussir"},"content":{"rendered":"\n

Un taux de retour plus important<\/strong> que les campagnes radio pour un co\u00fbt plus faible qu’un mailing papier, les marques ont \u00e0 pr\u00e9sent r\u00e9alis\u00e9 l’int\u00e9r\u00eat des campagnes SMS marketing.<\/p>\n\n\n\n

La technique consiste \u00e0 envoyer par SMS des informations ou des messages commerciaux, des concours ou des jeux avec l’accord du destinataire. Quelques donn\u00e9es et conseils sur cette mani\u00e8re particuli\u00e8re de toucher sa cible…<\/p>\n\n\n\n

D\u00e9finir le but de sa campagne SMS<\/h2>\n\n\n\n

Tr\u00e8s nombreux sont les outils que l’on peut utiliser pour lancer sa campagne SMS de marketing mobile. Il est donc n\u00e9cessaire de faire le bon choix<\/strong> en fonction de l’objectif poursuivi. <\/p>\n\n\n\n

Il est certain que l’annonce d’un nouveau produit au design r\u00e9volutionnaire sera plus efficace accompagn\u00e9e d’une photo ou d’une vid\u00e9o du produit en question. En revanche, l’annonce d’un concours ou la communication d’un code promotionnel peuvent tr\u00e8s bien se faire par le biais d’une campagne SMS.<\/p>\n\n\n\n

Conna\u00eetre son public pour mieux l’atteindre<\/h2>\n\n\n\n

Un annonceur pourra trouver environ 4 millions de num\u00e9ros de t\u00e9l\u00e9phone portable (soit environ 10% des abonn\u00e9s mobile) mais chaque SMS envoy\u00e9 aura un co\u00fbt. Il para\u00eet donc indispensable de bien cibler<\/strong> la part de ces num\u00e9ros qui sera int\u00e9ress\u00e9e par le contenu du message.<\/p>\n\n\n\n

On peut examiner la tranche d’\u00e2ge des destinataires : une discoth\u00e8que plut\u00f4t ‘jeune’ souhaitant annoncer des soir\u00e9es \u00e0 th\u00e8mes visera plut\u00f4t les 16-25 ans dans sa campagne SMS, alors qu’un restaurant traditionnel essaiera d’attirer les 35 ans et plus avec un nouveau plat principal.<\/p>\n\n\n\n

Bien d’autres \u00e9l\u00e9ments peuvent \u00eatre pris en compte : les cat\u00e9gories socio-professionnelles, la localisation g\u00e9ographique, etc.
Nous pouvons \u00e9tudier votre ciblage parmis plus de 150 crit\u00e8res<\/strong> gr\u00e2ce \u00e0 notre base de donn\u00e9es OPT-IN<\/a>.<\/p>\n\n\n\n

Pour vous faciliter la t\u00e2che, il est important de segmenter votre base de donn\u00e9es clients<\/a>.<\/p>\n\n\n\n

Ecrire un message efficace<\/h2>\n\n\n\n

L’avantage essentiel de la campagne SMS est que les messages envoy\u00e9s sont quasiment tous ouverts<\/strong> par leurs destinataires (95%<\/strong> de taux d’ouverture). Rien \u00e0 voir donc avec les campagnes d’emailing qui franchissent rarement les filtres anti-spam.<\/p>\n\n\n\n

Une fois ouvert, il faut encore que ce message convertisse le destinataire (qu’il le d\u00e9cide \u00e0 faire ce qu’on esp\u00e8re de lui). Le SMS pro, limit\u00e9 \u00e0 160 caract\u00e8res, devra \u00eatre percutant et r\u00e9dig\u00e9 avec soin<\/strong> : toutes les informations n\u00e9cessaires en moins de 30 mots<\/strong> environ.<\/p>\n\n\n\n

Envoyer la campagne SMS au bon moment<\/h2>\n\n\n\n

Les destinataires des SMS ne veulent pas les recevoir \u00e0 des heures indues, bien entendu. Les horaires d’envoi des campagnes SMS sont d’ailleurs r\u00e9glement\u00e9s par la loi<\/strong>. Ainsi, il est interdit d’envoyer des messages publicitaires le dimanche et les jours f\u00e9ri\u00e9s. De plus, l’envoi de la camapgne SMS doit avoir lieu entre 8h et 20h.<\/p>\n\n\n\n

L\u00e0 encore, une bonne connaissance de sa cible<\/strong> sera gage d’efficacit\u00e9.
Le mercredi en d\u00e9but d’apr\u00e8s-midi, on annoncera aux filles de 15 \u00e0 22 ans que leur magasin de v\u00eatements pr\u00e9f\u00e9r\u00e9 propose des r\u00e9ductions. De m\u00eame, on proposera un tout nouveau produit cosm\u00e9tique vendu en supermarch\u00e9 le lundi apr\u00e8s-midi car beaucoup de femmes feront leurs courses de la semaine ce jour-l\u00e0 en revenant du travail.<\/p>\n\n\n\n

N’importe quelle campagne SMS li\u00e9e au tourisme sera envoy\u00e9e de pr\u00e9f\u00e9rence juste avant le weekend ou les p\u00e9riodes de vacances scolaires.<\/p>\n\n\n\n

Respecter une r\u00e9glementation europ\u00e9enne stricte<\/h2>\n\n\n\n

La chasse aux messages commerciaux non sollicit\u00e9s est ouverte depuis plusieurs ann\u00e9es.<\/p>\n\n\n\n

Le destinataire qui re\u00e7oit un SMS doit d’abord avoir donn\u00e9 son accord<\/strong> en cochant une case ‘j’accepte de recevoir des messages publicitaires’ par le biais d’un formulaire quelconque.
Il fera alors partie de ces 2 millions d’abonn\u00e9s<\/strong> qui peuvent faire l’objet de campagnes SMS marketing mobile (syst\u00e8me de l’Opt-In).<\/p>\n\n\n\n

Si toutefois un annonceur envoyait des messages non sollicit\u00e9s, le destinataire pourrait demander \u00e0 son op\u00e9rateur de le retrouver et de s’expliquer dans un d\u00e9lai de 48 \u00e0 72 heures.
Ce d\u00e9lai pass\u00e9, l’annonceur fautif devra payer une amende de 1000 euros par num\u00e9ro spamm\u00e9.<\/p>\n\n\n\n

Le mobile marketing (ou m-marketing) est donc un jeu dont il vaut mieux conna\u00eetre les r\u00e8gles<\/strong>…<\/p>\n","protected":false},"excerpt":{"rendered":"

Un taux de retour plus important que les campagnes radio pour un co\u00fbt plus faible qu’un mailing papier, les marques ont \u00e0 pr\u00e9sent r\u00e9alis\u00e9 l’int\u00e9r\u00eat des campagnes SMS marketing. La technique consiste \u00e0 envoyer par SMS des informations ou des messages commerciaux, des concours ou des jeux avec l’accord du destinataire. Quelques donn\u00e9es et conseils […]<\/p>\n","protected":false},"author":2,"featured_media":5466,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-2833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"\nCampagne SMS\u00a0marketing mobile : 5 cl\u00e9s pour la r\u00e9ussir - Spot-Hit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spot-hit.fr\/ressources\/cles-reussite-marketing-mobile\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campagne SMS\u00a0marketing mobile : 5 cl\u00e9s pour la r\u00e9ussir - Spot-Hit\" \/>\n<meta property=\"og:description\" content=\"Un taux de retour plus important que les campagnes radio pour un co\u00fbt plus faible qu’un mailing papier, les marques ont \u00e0 pr\u00e9sent r\u00e9alis\u00e9 l’int\u00e9r\u00eat des campagnes SMS marketing. 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