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Rencontres Tourisma / 123 en ligne - Premiers pas dans le marketing Internet

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Atelier "Premiers pas dans le marketing Internet" animé par 123 en ligne lors des Rencontres Tourisma de janvier 2008.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Rencontres Tourisma / 123 en ligne - Premiers pas dans le marketing Internet

  1. 2. Premiers pas dans le Marketing Internet Sophie ERHARD - 123 en ligne Virginie DROIT - RédiCom
  2. 3. Premiers pas dans le marketing Internet <ul><li>Attirer des visiteurs sur le site : le référencement </li></ul><ul><li>Convaincre les visiteurs du site : la web rédaction </li></ul><ul><li>L’incitation à l’action </li></ul><ul><li>Garder le contact avec les prospects et clients : la newsletter </li></ul>
  3. 4. Attirer des visiteurs sur le site : le référencement <ul><li>Qu’est-ce que le référencement ? </li></ul><ul><li>Les liens sponsorisés ? </li></ul><ul><li>Quels sont les critères de classement d’une page web ? </li></ul><ul><li>A qui confier le référencement de mon site ? </li></ul><ul><li>Combien ça coute ? </li></ul>
  4. 5. Attirer des visiteurs sur le site : le référencement
  5. 6. Convaincre et fidéliser les visiteurs : la web rédaction <ul><li>Comprendre l’internaute : </li></ul><ul><ul><li>50% des fixations oculaires sur les titres </li></ul></ul><ul><ul><li>Les internautes avisés ne s’arrêtent pas sur les images </li></ul></ul><ul><ul><li>L’internaute lit 25% moins vite que sur le papier. </li></ul></ul><ul><ul><li>Il veut se sentir acteur, maître de sa navigation. </li></ul></ul>
  6. 7. Convaincre et fidéliser les visiteurs : la web rédaction <ul><li>Soigner la forme : </li></ul><ul><ul><li>Respecter les codes du support </li></ul></ul><ul><ul><li>S’adapter au fonctionnement de </li></ul></ul><ul><ul><li>l’internaute </li></ul></ul><ul><ul><li>Favoriser le positionnement du site </li></ul></ul><ul><ul><li>Une charte éditoriale cohérente </li></ul></ul><ul><li>On n’écrit pas sur le web comme sur le papier. </li></ul><ul><li>Emergence de : </li></ul><ul><li>la web rédaction </li></ul><ul><li>et du web marketing . </li></ul>
  7. 8. Convaincre et fidéliser les visiteurs : la web rédaction <ul><li>Soigner le fond : </li></ul><ul><ul><li>La gratuité, véritable pouvoir pour le site. L’information est gratuite . </li></ul></ul><ul><ul><li>Produire des contenus homogènes en accord avec la charte éditoriale. </li></ul></ul><ul><ul><li>Le contenu, enjeu majeur de la communication web. </li></ul></ul>
  8. 9. Convaincre et fidéliser les visiteurs : la web rédaction <ul><li>« Ce n'est pas la peine d'avoir du talent à la cinquième ligne si le lecteur ne dépasse pas la troisième. » </li></ul><ul><li>Françoise Giroud </li></ul>
  9. 10. Convaincre et fidéliser les visiteurs : la web rédaction <ul><li>Chaque phrase, chaque lien, chaque mot doit contribuer à : </li></ul><ul><li>Garder l’internaute sur le site le plus longtemps possible </li></ul><ul><li>Le conduire de page en page à travers le site </li></ul><ul><li>Le fidéliser </li></ul><ul><li>Le faire parler de ce site à d’autres </li></ul>
  10. 11. Convaincre et fidéliser les visiteurs : la web rédaction <ul><li>Quelques règles  : </li></ul><ul><li>Proposer un contenu ciblé </li></ul><ul><li>Personnaliser l’information le plus possible </li></ul><ul><li>Proposer un contenu original (« produits éditoriaux ») </li></ul><ul><li>Mettre à jour l’information </li></ul><ul><li>Adopter un style direct et clair </li></ul><ul><li>Faire disparaître les fautes d’orthographe !  </li></ul>
  11. 12. Inciter à passer à l'action : <ul><li>Qu’est-ce qu’une incitation à l’action ? </li></ul><ul><li>Les 4 points clés d’une incitation à l’action efficace </li></ul><ul><li>Mon incitation à l’action est-elle efficace ? </li></ul><ul><li>Comment intégrer une incitation à l’action ? </li></ul><ul><li>Combien ça coute ? </li></ul>
  12. 13. Garder le contact, fidéliser les prospects et clients : la newsletter <ul><li>Newsletter : lettre d’information </li></ul><ul><li>Quelles composantes pour réaliser une newsletter ? </li></ul><ul><li>Les facteurs clé de succès </li></ul>
  13. 14. Garder le contact, fidéliser les prospects et clients : la newsletter <ul><li>Réalisation de votre newsletter : </li></ul><ul><ul><li>Outil d’administration des contenus </li></ul></ul><ul><ul><li>Gestion des envois </li></ul></ul><ul><ul><li>Graphisme </li></ul></ul><ul><li>Rédaction : </li></ul><ul><ul><li>Choix des sujets </li></ul></ul><ul><ul><li>Rédaction web des contenus </li></ul></ul><ul><li>Analyse marketing </li></ul>
  14. 15. Garder le contact, fidéliser les prospects et clients : la newsletter <ul><li>Facteurs clé de succès : </li></ul><ul><ul><li>Contenu ciblé, pertinent </li></ul></ul><ul><ul><li>Graphisme adapté et cohérent </li></ul></ul><ul><ul><li>Périodicité , régularité </li></ul></ul>
  15. 16. <ul><li>Sophie Erhard </li></ul><ul><li>Société : 123 en ligne </li></ul><ul><li>E-mail : [email_address] </li></ul><ul><li>Tel. : 04.92.97.63.79 </li></ul><ul><li>www.123enligne.com </li></ul><ul><li>Audit de sites Internet, </li></ul><ul><li>Création et développement, </li></ul><ul><li>Référencement & positionnement, </li></ul><ul><li>Formations au référencement. </li></ul>
  16. 17. Premiers pas dans le marketing Internet

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