{"id":9907,"date":"2020-08-05T20:42:52","date_gmt":"2020-08-05T18:42:52","guid":{"rendered":"https:\/\/www.fbf-bff.be\/le-marketing-digital-local-un-outil-meconnu-des-franchises\/"},"modified":"2020-08-05T20:42:52","modified_gmt":"2020-08-05T18:42:52","slug":"le-marketing-digital-local-un-outil-meconnu-des-franchises","status":"publish","type":"post","link":"https:\/\/www.fbf-bff.be\/fr\/le-marketing-digital-local-un-outil-meconnu-des-franchises\/","title":{"rendered":"Le marketing digital local : un outil m\u00e9connu des franchis\u00e9s"},"content":{"rendered":"<p style=\"font-weight: 400\"><strong>Le canal digital vient de profiter d&rsquo;un \u00e9norme coup de booster, \u00e0 la faveur de la crise, rendant plus indispensable que jamais la pratique d&rsquo;un v\u00e9ritable marketing digital local. Celui-ci est pourtant m\u00e9connu et mal g\u00e9r\u00e9 par la plupart des commer\u00e7ants franchis\u00e9s, priv\u00e9s des rudiments de ma\u00eetrise des outils essentiels.<\/strong><\/p>\r\n<p style=\"font-weight: 400\">Il y a de nombreuses le\u00e7ons \u00e0 tirer de cette crise, et pour certaines, il nous manque encore le recul n\u00e9cessaire. Mais il en est au moins une qui s&rsquo;impose avec \u00e9vidence: le canal digital a encore gagn\u00e9 en l&rsquo;espace d&rsquo;un trimestre davantage d&rsquo;adeptes et d&rsquo;influence qu&rsquo;au cours de longues ann\u00e9es de spectaculaire progression. Impossible d&rsquo;\u00eatre encore un commer\u00e7ant avis\u00e9, y compris \u00e0 l&rsquo;\u00e9chelon local, sans ma\u00eetriser les bases du marketing digital.<\/p>\r\n\r\n<h2><strong>Des exploitants ou g\u00e9rants de magasins locaux mal pr\u00e9par\u00e9s \u00e0 cet enjeu<\/strong><\/h2>\r\n<p style=\"font-weight: 400\">Beaucoup trop de commer\u00e7ants franchis\u00e9s manquent de connaissances pour g\u00e9rer correctement des outils tels que Google My Business, Store Locator ou leur page Facebook.\u00a0<em>Malgr\u00e9 l&rsquo;omnipr\u00e9sence des r\u00e9seaux sociaux et de Google comme pourvoyeur de trafic &lsquo;web-to-store&rsquo;, nous remarquons au quotidien que le niveau de connaissance local est insuffisant<\/em><em>.\u00a0<\/em>L&rsquo;acc\u00e9l\u00e9ration formidable que vient encore de prendre le canal digital cr\u00e9e une v\u00e9ritable urgence \u00e0 se former pour agir.<\/p>\r\n<p style=\"font-weight: 400\">80% des consommateurs font au moins une recherche locale par semaine sur Google, et 75% d&rsquo;entre elles sont converties en achat local. La diff\u00e9rence entre une bonne et une mauvaise impl\u00e9mentation correspond \u00e0 un multiplicateur par 5, selon M. Hanin, CEO de Mobilosoft.<\/p>\r\n<p style=\"font-weight: 400\">Informer le client au bon moment et au bon endroit est un d\u00e9fi permanent pour chaque franchis\u00e9.\u00a0<em>80% des consommateurs ont l&rsquo;habitude de faire au moins une recherche locale par semaine sur Google. Et 75% d&rsquo;entre elles sont converties en un achat local. La diff\u00e9rence entre une bonne et une mauvaise impl\u00e9mentation est \u00e9norme: on parle d&rsquo;une multiplication par 5 du nombre d&rsquo;interactions locales ! Lorsque ces interactions sont au nombre de 70.000 par mois, cela compte !<\/em><\/p>\r\n\r\n<h2><strong>D\u00e9j\u00e0 800 commer\u00e7ants locaux \u00e0 former chez Carrefour<\/strong><\/h2>\r\n<p style=\"font-weight: 400\">Cette initiative a fait l&rsquo;objet d&rsquo;une intense pr\u00e9paration, afin de construire une formation taill\u00e9e aux mesures des besoins des commer\u00e7ants locaux. Christophe Polsenaere, Digital Activation Manager chez Carrefour, confirme la priorit\u00e9 que repr\u00e9sente pour son enseigne le d\u00e9veloppement des connaissances de ses partenaires franchis\u00e9s, les rendant capables d&rsquo;effectuer de fa\u00e7on optimale leurs transformations digitales.\u00a0<em>\u00ab\u00a0<\/em><em>Pour atteindre cet objectif,\u00a0\u00bb\u00a0<\/em><em>dit-il,<\/em><em>\u00a0\u00ab\u00a0nous devions trouver une solution qualitative pour augmenter leur niveau de connaissance sur les enjeux du marketing digital local.<\/em><\/p>\r\n<p style=\"font-weight: 400\">Source: Gondola<\/p>","protected":false},"excerpt":{"rendered":"<p>Le canal digital vient de profiter d&rsquo;un \u00e9norme coup de booster, \u00e0 la faveur de la crise, rendant plus indispensable que jamais la pratique d&rsquo;un v\u00e9ritable marketing digital local. Celui-ci est pourtant m\u00e9connu et mal g\u00e9r\u00e9 par la plupart des commer\u00e7ants franchis\u00e9s, priv\u00e9s des rudiments de ma\u00eetrise des outils essentiels.<\/p>\n","protected":false},"author":1,"featured_media":6421,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[37],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le marketing digital local : un outil m\u00e9connu des franchis\u00e9s - F\u00e9d\u00e9ration Belge de la Franchise<\/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.fbf-bff.be\/fr\/le-marketing-digital-local-un-outil-meconnu-des-franchises\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le marketing digital local : un outil m\u00e9connu des franchis\u00e9s - F\u00e9d\u00e9ration Belge de la Franchise\" \/>\n<meta property=\"og:description\" content=\"Le canal digital vient de profiter d&#039;un \u00e9norme coup de booster, \u00e0 la faveur de la crise, rendant plus indispensable que jamais la pratique d&#039;un v\u00e9ritable marketing digital local. 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