{"id":83176,"date":"2020-02-28T09:02:42","date_gmt":"2020-02-28T08:02:42","guid":{"rendered":"http:\/\/2020.flojoagency.com\/?page_id=83176"},"modified":"2025-07-05T20:01:30","modified_gmt":"2025-07-05T18:01:30","slug":"definitions-glossaire-webmarketing","status":"publish","type":"page","link":"https:\/\/studjoow.com\/en\/fiches\/definitions\/definitions-glossaire-webmarketing\/","title":{"rendered":"Web Marketing"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-parent=\"true\" class=\"vc_row style-color-283245-bg row-container onepage-section\" data-label=\"About Us\" data-name=\"about-us\" id=\"row-unique-0\"><div class=\"row-background background-element\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"background-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"background-inner\" style=\"background-image: url(https:\/\/studjoow.com\/wp-content\/uploads\/2025\/01\/Studjoow-Slider-Background-2.png);background-repeat: no-repeat;background-position: center top;background-attachment: scroll;background-size: cover;\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div><div class=\"row triple-top-padding triple-bottom-padding single-h-padding full-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-middle pos-center align_center column_parent col-lg-12 double-internal-gutter\"><div class=\"uncol style-dark\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h1 class=\"fontsize-160206\" ><span>Webmarketing : d\u00e9finitions des principaux termes<\/span><\/h1><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-0\" data-row=\"script-row-unique-0\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-0\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-1\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>C\u2019est quoi Google Adword ? Adwords ? <\/strong><strong>Affiliation ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Google AdWords est le programme de publicit\u00e9 de Google, appel\u00e9 aussi commun\u00e9ment \u00ab achat de mot cl\u00e9s \u00bb.<\/p>\n<p>Google AdWords permet de cr\u00e9er des annonces et de les pr\u00e9senter aux internautes qui recherchent activement des informations en rapport avec votre activit\u00e9.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-1\" data-row=\"script-row-unique-1\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-1\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-2\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>Pourquoi une campagne marketing ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Une campagne marketing est l\u2019ensemble des actions marketing mises en place sur une m\u00eame p\u00e9riode et ayant pour objectif de promouvoir le m\u00eame produit ou service.<\/p>\n<p>Les actions peuvent \u00eatre: relations presse, le web (affiliation, comparateurs de pris, Marketplace, r\u00e9f\u00e9rencement naturel, r\u00e9f\u00e9rencement payant, \u2026), l\u2019Emailing, les jeux concours, le sponsoring, l\u2019organisation d\u2019\u00e9v\u00e9nements, \u2026 .<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-2\" data-row=\"script-row-unique-2\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-2\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-3\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>Qu\u2019est ce qu\u2019un Community Manager ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Le Community Manager est un m\u00e9tier qui consiste \u00e0 animer et \u00e0 f\u00e9d\u00e9rer des communaut\u00e9s sur Internet pour le compte d&rsquo;une soci\u00e9t\u00e9, d&rsquo;une marque, d\u2019une c\u00e9l\u00e9brit\u00e9 ou d\u2019une institution.<\/p>\n<p>Profond\u00e9ment li\u00e9 au web 2.0 et au d\u00e9veloppement des r\u00e9seaux sociaux, le m\u00e9tier est aujourd&rsquo;hui encore en \u00e9volution.<\/p>\n<p>Le c\u0153ur de la profession r\u00e9side dans l&rsquo;interaction et l&rsquo;\u00e9change avec les internautes (animation, mod\u00e9ration) ; mais le gestionnaire de communaut\u00e9 peut occuper des activit\u00e9s diverses selon les contextes.<\/p>\n<p>Missions communes \u00e0 la plupart des gestionnaires de communaut\u00e9 :<\/p>\n<ul>\n<li>Organiser et favoriser les \u00e9changes au sein de la communaut\u00e9<\/li>\n<li>Pr\u00e9ciser \/ animer l&rsquo;objectif des \u00e9changes au sein de la communaut\u00e9<\/li>\n<li>Rappeler les r\u00e8gles de bonne communication (n\u00e9tiquette)<\/li>\n<li>Tracer une strat\u00e9gie de pr\u00e9sence sur les r\u00e9seaux sociaux<\/li>\n<li>Faire de la veille sur la e-r\u00e9putation du client<\/li>\n<\/ul>\n<p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-3\" data-row=\"script-row-unique-3\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-3\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-4\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>C&rsquo;est quoi un Cookie ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Un cookie est un petit fichier texte au format alphanum\u00e9rique d\u00e9pos\u00e9 sur le disque dur de l&rsquo;internaute par le serveur du site visit\u00e9 ou par un serveur tiers (r\u00e9gie publicitaire, service de web analytique, etc.)<\/p>\n<p>On consid\u00e8re g\u00e9n\u00e9ralement qu&rsquo;un cookie permet de reconnaitre un visiteur lorsqu&rsquo;il revient sur un site web.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-4\" data-row=\"script-row-unique-4\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-4\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-5\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>C&rsquo;est quoi un Emaling ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>L\u2019e-mailing est une m\u00e9thode de marketing direct qui utilise le courrier \u00e9lectronique comme moyen de communication commerciale de masse pour envoyer des messages \u00e0 un auditoire.<\/p>\n<p>Le terme est g\u00e9n\u00e9ralement utilis\u00e9 pour d\u00e9signer :<\/p>\n<ul>\n<li>L&rsquo;envoi de courriels dans le but de renforcer les relations d&rsquo;un annonceur avec ses clients actuels ou anciens, afin d&rsquo;encourager la fid\u00e9lit\u00e9 des clients.<\/li>\n<li>L&rsquo;envoi de courriels commerciaux dans le but d&rsquo;acqu\u00e9rir de nouveaux clients ou de persuader les clients existants d&rsquo;acheter un bien ou un service maintenant ou dans l&rsquo;avenir.<\/li>\n<li>L&rsquo;envoi de lettres d&rsquo;information dans le but de fournir du contenu \u00e0 valeur ajout\u00e9e \u00e0 ses clients afin de les fid\u00e9liser, d&rsquo;\u00eatre relay\u00e9 et de gagner en image de marque.<\/li>\n<\/ul>\n<p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-5\" data-row=\"script-row-unique-5\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-5\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-6\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>C\u2019est quoi Google Analytics ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Google Analytics est l\u2019outil statistique de Google, qui permet \u00e0 chaque administrateur de site web de pouvoir analyser son audience.<\/p>\n<p>Totalement gratuit, il a \u00e9t\u00e9 mis en place par l\u2019entreprise am\u00e9ricaine en mars 2005. Et s\u2019il est aujourd\u2019hui utilis\u00e9 par plus de \u00be du march\u00e9 international, c\u2019est parce qu\u2019il est tr\u00e8s simple d\u2019utilisation et de compr\u00e9hension, mais aussi parce que les statistiques fournies sont multiples et d\u2019une grande utilit\u00e9.<\/p>\n<p>En effet, en plus de fournir l\u2019\u00e9volution graphique et chiffr\u00e9e de l\u2019audience d\u2019un site, les rapports de Google Analytics indiquent \u00e9galement comment les visiteurs naviguent sur le site, ce qu\u2019ils y font et comment ils y sont arriv\u00e9s.<\/p>\n<p>Google Analytics est un outil puissant et flexible qui permet notamment les fonctionnalit\u00e9s suivantes:<\/p>\n<ul>\n<li>G\u00e9n\u00e8rer des donn\u00e9es pour n&rsquo;importe quel p\u00e9riode. Il suffit d&rsquo;entrer la date de d\u00e9but et la date de fin.<\/li>\n<li>Nombreuses donn\u00e9es possible incluant le nombre de visiteurs, les pages vues, la dur\u00e9e de visite moyenne, le taux de rebond, taux de nouveaux visiteurs&#8230;<\/li>\n<li>D\u00e9tails sur les sites r\u00e9f\u00e9rents. Cela permet de savoir quels sites web apportent le plus de visiteurs \u00e0 un site et d&rsquo;avoir des statistiques sur ces visiteurs.<\/li>\n<li>D\u00e9tails sur les visiteurs en provenance des moteurs de recherche. Id\u00e9al pour savoir quels mots-cl\u00e9s apportent le plus de trafic et la qualit\u00e9 de ces visiteurs.<\/li>\n<li>G\u00e9olocalisation des visiteurs en termes de pays ou de r\u00e9gions\/villes. Id\u00e9al pour les sites sp\u00e9cifiques \u00e0 une r\u00e9gion particuli\u00e8re.<\/li>\n<li>Possibilit\u00e9 de coupler Google AdSense avec Google Analytics pour avoir des statistiques d\u00e9taill\u00e9es sur les revenus publicitaires.<\/li>\n<li>La liste des options est encore tr\u00e8s longue et de nombreuses fonctions sont flexibles. Pour en savoir plus, il est possible de tester directement cet outil.<\/li>\n<\/ul>\n<p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-6\" data-row=\"script-row-unique-6\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-6\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-7\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>C\u2019est quoi l\u2019Inbound Marketing ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>L&rsquo;inbound marketing est une strat\u00e9gie marketing visant \u00e0 faire venir le client \u00e0 soi (sur Internet) plut\u00f4t que d&rsquo;aller le chercher avec les techniques de marketing traditionnelles de type outbound marketing.<\/p>\n<p>Il faut attirer l&rsquo;attention des prospects en produisant du contenu de qualit\u00e9 sur son site Internet, afin qu&rsquo;il soit fortement identifiable par les moteurs de recherche et partag\u00e9 sur les r\u00e9seaux sociaux. L&rsquo;objectif est de gagner l&rsquo;attention du prospect.<\/p>\n<p>On parle aussi de Earned Customers (ou client acqui), par opposition aux Paid Customers ou clients achet\u00e9s par de la publicit\u00e9, du r\u00e9f\u00e9rencement payant, etc.<\/p>\n<p>L&rsquo;inbound marketing englobe l&rsquo;ensemble du processus de marketing-vente, du premier contact d&rsquo;un visiteur avec votre marque, jusqu&rsquo;\u00e0 l&rsquo;achat renouvel\u00e9.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-7\" data-row=\"script-row-unique-7\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-7\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-8\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>Qu\u2019est ce que le Pixel Facebook ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Le pixel Facebook est un outil d\u2019analyse qui vous permet de mesurer l\u2019efficacit\u00e9 de votre publicit\u00e9 en suivant les actions entreprises par les personnes sur votre site web. Vous pouvez utiliser les donn\u00e9es du pixel pour<\/p>\n<ul>\n<li>vous assurer que vos publicit\u00e9s sont diffus\u00e9es aupr\u00e8s des bonnes personnes ;<\/li>\n<li>d\u00e9velopper des audiences pour vos publicit\u00e9s ;<\/li>\n<li>profiter des outils publicitaires suppl\u00e9mentaires de Facebook.<\/li>\n<\/ul>\n<p>Configurez le pixel Facebook en ajoutant le code du pixel \u00e0 l\u2019en-t\u00eate de votre site web. Lorsqu\u2019une personne consulte votre site web et effectue une action (par exemple un achat), cela d\u00e9clenche le pixel Facebook, qui lui-m\u00eame signale cette action. De cette fa\u00e7on, vous saurez lorsqu\u2019un client effectue une action et vous serez capable de toucher \u00e0 nouveau ce client avec vos futures publicit\u00e9s facebook.<\/p>\n<p>Vous pouvez utiliser de plusieurs mani\u00e8res les donn\u00e9es collect\u00e9es \u00e0 partir du suivi du pixel facebook afin d\u2019affiner votre strat\u00e9gie publicitaire sur Facebook.<br \/>\nGr\u00e2ce au pixel Facebook, vous pouvez effectuer les actions suivantes :<\/p>\n<ul>\n<li>Touchez les bonnes personnes<br \/>\nTrouvez de nouveaux clients ou atteignez les personnes qui ont consult\u00e9 une page en particulier ou entrepris une action qui vous importe sur votre site web. Cr\u00e9ez \u00e9galement des audiences similaires pour toucher plus de personnes semblables \u00e0 vos meilleurs clients. En savoir plus.<\/li>\n<li>G\u00e9n\u00e9rer davantage de ventes<br \/>\nUtilisez l\u2019ench\u00e8re automatique pour cibler les personnes les plus susceptibles d\u2019entreprendre une action qui vous int\u00e9resse, comme effectuer un achat. D\u00e9couvrez comment optimiser vos ensembles de publicit\u00e9s pour les conversions.<\/li>\n<li>Mesurez les r\u00e9sultats de vos publicit\u00e9s<br \/>\nComprenez les performances de votre publicit\u00e9 en d\u00e9couvrant les r\u00e9sultats qu\u2019elle g\u00e9n\u00e8re. Vous pouvez consulter des informations telles que vos conversions et vos ventes. D\u00e9couvrez les donn\u00e9es auxquelles vous avez acc\u00e8s sur la page de votre pixel Facebook.<\/li>\n<\/ul>\n<p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-8\" data-row=\"script-row-unique-8\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-8\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-9\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>Qu\u2019est ce que le SEA ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Le r\u00e9f\u00e9rencement payant, en anglais Search Engine Advertising (SEA) consiste en la mise en place de liens sponsoris\u00e9s dans les r\u00e9sultats de moteur de recherche, via une r\u00e9gie de publicit\u00e9 sp\u00e9cifique comme Google AdWords ou Bing Ads par exemple.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-9\" data-row=\"script-row-unique-9\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-9\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-10\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>C\u2019est quoi le SEO ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>L\u2019optimisation pour les moteurs de recherche, r\u00e9f\u00e9rencement naturel ou SEO (Search Engine Optimization), est un ensemble de techniques visant \u00e0 optimiser la visibilit\u00e9 d&rsquo;une page web dans les r\u00e9sultats de recherches.<\/p>\n<p>Ces techniques cherchent \u00e0 am\u00e9liorer la compr\u00e9hension de la th\u00e9matique et du contenu d&rsquo;une ou de l&rsquo;ensemble des pages d&rsquo;un site web par les robots d&rsquo;indexation, et \u00e0 augmenter le trafic naturel du site, ce qui r\u00e9sulte g\u00e9n\u00e9ralement \u00e0 une meilleure visibilit\u00e9 de l&rsquo;entreprise ainsi qu&rsquo;\u00e0 une augmentation du chiffre d&rsquo;affaires.<\/p>\n<p>L&rsquo;objectif est d&rsquo;am\u00e9liorer le positionnement d&rsquo;une page web dans les pages de r\u00e9sultats de recherche.<\/p>\n<p>On consid\u00e8re que le positionnement d&rsquo;un site est bon lorsqu&rsquo;il est class\u00e9 dans la premi\u00e8re page des r\u00e9sultats de recherche, et dans l&rsquo;une des dix premi\u00e8res r\u00e9ponses naturelles d&rsquo;une recherche sur des mots-cl\u00e9s correspondant pr\u00e9cis\u00e9ment \u00e0 sa th\u00e9matique.<\/p>\n<p>Le SEO se concentre \u00e0 g\u00e9n\u00e9rer des r\u00e9sultats organiques, contrairement au SEA (Search Engine Advertising) qui va chercher \u00e0 am\u00e9liorer le positionnement gr\u00e2ce \u00e0 des moyens payants comme des liens sponsoris\u00e9s ou des publicit\u00e9s payantes.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-10\" data-row=\"script-row-unique-10\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-10\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-11\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>C\u2019est quoi le SXO ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Le SXO (Search Experience Optimization) permet d&rsquo;am\u00e9liorer la qualit\u00e9 d&rsquo;un contenu pour r\u00e9pondre aux attentes des utilisateurs via un travail de maillage s\u00e9mantique.<\/p>\n<p>Il fait r\u00e9ponse \u00e0 l&rsquo;\u00e9volution des tendances de recherche des internautes et notamment de l&rsquo;utilisation croissante des recherches vocales. Le SXO se base ainsi sur l&rsquo;exp\u00e9rience utilisateur (UX) pour am\u00e9liorer la visibilit\u00e9 d&rsquo;un site internet.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-11\" data-row=\"script-row-unique-11\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-11\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-12\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>Qu\u2019y a t\u2019il dans une strat\u00e9gie marketing ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Une strat\u00e9gie marketing d&rsquo;entreprise est une d\u00e9marche d\u2019\u00e9tude et de r\u00e9flexion dont le but serait de s&rsquo;approcher au plus pr\u00e8s de l\u2019ad\u00e9quation offre-demande.<\/p>\n<p>Cette d\u00e9marche s&rsquo;inscrit au sein de la strat\u00e9gie de l&rsquo;entreprise.<\/p>\n<p>Il s&rsquo;agit pour l&rsquo;entreprise de viser \u00e0 augmenter le chiffre d&rsquo;affaires, les parts de march\u00e9 et la permanence des clients par diff\u00e9renciation, motivation ou adaptation de l&rsquo;offre solvable augmentant ainsi les \u00e9conomies d&rsquo;\u00e9chelle.<\/p>\n<p>Dans ce cadre, le marketing strat\u00e9gique, composante de la strat\u00e9gie marketing, s&rsquo;assure aupr\u00e8s des autres fonctions cl\u00e9s de l&rsquo;entreprise (gestion de la qualit\u00e9, logistique, management du syst\u00e8me d&rsquo;information, gestion des ressources humaines) de la faisabilit\u00e9 de l&rsquo;offre.<\/p>\n<p>La strat\u00e9gie marketing se confond souvent avec la strat\u00e9gie d&rsquo;entreprise notamment dans les organisations faisant appel \u00e0 un nombre restreint de m\u00e9tiers (de DAS) et n\u00e9gocie ainsi directement l&rsquo;optimisation des synergies (ou flexibilit\u00e9) de l&rsquo;organisation et la rentabilit\u00e9 attendue par le service financier.<\/p>\n<p>En fait, elle se r\u00e9sume souvent \u00e0 l&rsquo;\u00e9laboration d&rsquo;un marketing-mix dont la cible d\u00e9sign\u00e9e est le client.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-12\" data-row=\"script-row-unique-12\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-12\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-13\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>Quels sont les Syst\u00e8mes d\u2019exploitation mobiles ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Un syst\u00e8me d&rsquo;exploitation mobile est un syst\u00e8me d&rsquo;exploitation con\u00e7u pour fonctionner sur un appareil mobile.<\/p>\n<p>Ce type de syst\u00e8me d&rsquo;exploitation se concentre entre autres sur la gestion de la connectivit\u00e9 sans fil et celle des diff\u00e9rents types d&rsquo;interface.<\/p>\n<p>On trouve ces syst\u00e8mes d&rsquo;exploitation sur les smartphones : Symbian OS de Nokia, iOS de Apple, BlackBerry OS de RIM, Windows Phone de Microsoft, Palm webOS, Android de Google, Bada de Samsung.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-13\" data-row=\"script-row-unique-13\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-13\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-14\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>C\u2019est quoi le taux d\u2019engagement Facebook ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Sur Facebook, le taux d\u2019engagement correspond au nombre de gens qui ont aim\u00e9, partag\u00e9, comment\u00e9 ou cliqu\u00e9 sur une publication par rapport au nombre total de gens qui ont vu cette publication.<\/p>\n<p>Cet indicateur permet de mesurer l\u2019int\u00e9r\u00eat des internautes pour une publication en particulier.<\/p>\n<p>Il peut \u00eatre consid\u00e9r\u00e9 comme l\u2019\u00e9quivalent du Taux de Clic (CTR) dans le domaine des liens sponsoris\u00e9s.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-14\" data-row=\"script-row-unique-14\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-14\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-15\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>C\u2019est quoi le taux d\u2019impression ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Le taux d&rsquo;impressions est un indicateur disponible dans les rapports Adwords.<\/p>\n<p>Il permet de conna\u00eetre la proportion d&rsquo;impressions obtenues (affichages des annonces) par rapport au nombre maximal d&rsquo;impressions th\u00e9oriques pouvant \u00eatre obtenue pour une campagne.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-15\" data-row=\"script-row-unique-15\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-15\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-16\"><div class=\"row col-double-gutter quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-3 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap \"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span><strong>Taux de clics \/ taux de conversion ?<\/strong><\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-9 col-md-50 double-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p>Le taux de clics (abr\u00e9g\u00e9 TDC) est un rapport entre le nombre de clics qu&rsquo;un \u00e9l\u00e9ment re\u00e7oit et le nombre d&rsquo;affichages de celui-ci.<\/p>\n<p>Il s&rsquo;exprime en pourcentage. Si une banni\u00e8re publicitaire est affich\u00e9e 1 000 fois et re\u00e7oit 10 clics, le taux de clics sera de 1 %.<\/p>\n<p>Le taux de clic est tr\u00e8s utilis\u00e9 en marketing \u00e9lectronique pour mesurer l&rsquo;efficacit\u00e9 de la publicit\u00e9 en ligne.<\/p>\n<p>On peut aussi parler de taux de clic pour les clics effectu\u00e9s dans les pages de r\u00e9sultats d&rsquo;un moteur de recherche (SERP)<\/p>\n<p>Le taux de clics uniques d\u00e9signe le rapport entre le nombre d&rsquo;affichages d&rsquo;une publicit\u00e9 et le nombre de personnes.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-16\" data-row=\"script-row-unique-16\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-16\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container mobile-hidden\" id=\"row-unique-18\"><div class=\"row unequal col-half-gutter single-top-padding single-bottom-padding single-h-padding full-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-middle pos-center align_left column_parent col-lg-4 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell single-block-padding style-color-xsdn-bg  unradius-hg\" ><div class=\"uncont\" style=\" max-width:85%;\" ><div class=\"uncode_text_column\" ><h2><strong>Une question ?<br \/>\nUn projet en t\u00eate ?<\/strong><\/h2>\n<p>Besoin d\u2019une agence de communication pour concr\u00e9tiser vos id\u00e9es ? Une interrogation sur les informations de notre site ?<\/p>\n<p>Contactez notre \u00e9quipe sans h\u00e9siter ! 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Adwords ? Affiliation ?Google AdWords est le programme de publicit\u00e9 [...]","protected":false},"author":1,"featured_media":88411,"parent":84619,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"class_list":["post-83176","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Glossaire Webmarketing\u00a0: d\u00e9finitions des principaux termes par Studjoow<\/title>\n<meta name=\"description\" content=\"Explorez notre glossaire webmarketing : SEO, PPC, contenu, email, social media\u2026 Parlez comme un professionnel du marketing en ligne.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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