{"id":15051,"date":"2018-08-21T17:00:49","date_gmt":"2018-08-21T16:00:49","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=15051"},"modified":"2018-08-30T10:28:20","modified_gmt":"2018-08-30T09:28:20","slug":"carriere-comment-passer-du-marketing-au-webmarketing","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/web-et-e-business\/carriere-comment-passer-du-marketing-au-webmarketing-2018-08-21","title":{"rendered":"Carri\u00e8re : comment passer du marketing au webmarketing ?"},"content":{"rendered":"

Si aujourd\u2019hui la grande majorit\u00e9 des entreprises int\u00e8gre le webmarketing dans leurs strat\u00e9gies marketing ou de communication, il n\u2019est pas toujours \u00e9vident, pour tous les professionnels issus du marketing dit \u00ab\u00a0traditionnel\u00a0\u00bb, de passer le cap.\u00a0Strat\u00e9gie, outils, vision, bien des choses peuvent para\u00eetre similaires mais sont pourtant beaucoup plus sp\u00e9cifiques quand on parle de webmarketing.<\/p>\n

Alors comment \u00e9largir ses comp\u00e9tences au webmarketing quand on a un profil orient\u00e9 marketing\u00a0? Quels sont les pi\u00e8ges \u00e0 \u00e9viter\u00a0? Petit tour d\u2019horizon des choses \u00e0 savoir avant de se lancer vers ce nouvel horizon.<\/p>\n

Quand marketing digital et marketing traditionnel ne font plus qu\u2019un<\/h2>\n

S\u2019ils sont diff\u00e9rents par bien des aspects, on peut tout de m\u00eame consid\u00e9rer le marketing traditionnel comme l\u2019anc\u00eatre du webmarketing<\/a>.
\n<\/b>Pour tous les professionnels souhaitant s\u2019orienter davantage vers le webmarketing, des bases en marketing seront donc tr\u00e8s utiles. Appr\u00e9hender un march\u00e9, savoir y positionner son produit ou encore conna\u00eetre sa cible pour lui adresser le bon message<\/b> sont autant de comp\u00e9tences qu\u2019il faut pouvoir ma\u00eetriser pour passer du marketing au webmarketing.<\/p>\n

A l\u2019\u00e9poque du marketing traditionnel, les campagnes de communication \u00e9taient diffus\u00e9es par des entreprises \u00e0 destination de consommateurs, dans un message uniforme et une vision sur le long terme. Mais depuis, le digital a chang\u00e9 la donne. A l\u2019\u00e8re du marketing digital, les consommateurs ont pris le pouvoir et sont devenus un canal de communication \u00e0 eux seuls. Les r\u00e9seaux sociaux diffusent un message de moins en moins contr\u00f4l\u00e9 par les marques et les entreprises\u00a0: bref, la communication est devenue omni-canal.<\/p>\n

La proximit\u00e9 avec les clients s\u2019en est vue renforc\u00e9e, elle est plus imm\u00e9diate et le discours est devenu plus personnalis\u00e9.\u00a0Bref la vision que doivent adopter les professionnels du marketing souhaitant aller vers le webmarketing n\u2019est plus tout \u00e0 fait la m\u00eame, et ils doivent en plus appr\u00e9hender de nouvelles donn\u00e9es.<\/p>\n

\"Is-Data-the-New-Gold-1\"<\/a>Source image : Google image<\/h6>\n

L\u2019une des donn\u00e9es qui a vraisemblablement modifi\u00e9 le paysage du marketing, c\u2019est la data<\/a>\u00a0<\/a>!<\/p>\n

En plus d\u2019avoir modifi\u00e9 la vision des strat\u00e9gies marketing, elle a permis d\u2019apporter une connaissance extr\u00eamement fine et pr\u00e9cise des consommateurs\u00a0: l\u00e0 o\u00f9 auparavant on s\u2019adressait \u00e0 une cible en masse, la Data a apport\u00e9 au marketing plus de pr\u00e9cision et de personnalisation.
\n<\/b>Les professionnels du webmarketing peuvent aujourd\u2019hui tout mesurer. Savoir combien de personnes consultent votre site internet, en simultan\u00e9e, \u00e0 un instant T. Combien ont ouvert l\u2019email que vous avez envoy\u00e9 ou encore, gr\u00e2ce aux cookies, conna\u00eetre le parcours pr\u00e9cis des visiteurs sur votre site. Mais pour exploiter pleinement toutes ces donn\u00e9es, encore faut-il maitriser les outils tels que Google Analytics<\/a>.<\/p>\n

Avec le digital, le ROI a \u00e9galement fait son apparition dans les strat\u00e9gies marketing. Si auparavant, les budgets de communication \u00e9taient investis de fa\u00e7on macro, on peut aujourd\u2019hui mesurer le Retour sur Investissement de chaque euro investi. Un bon choix de mots cl\u00e9s ou les possibilit\u00e9s de ciblage offertes par certains canaux vont permettre d\u2019avoir des co\u00fbts d\u2019investissement divis\u00e9s par 2, par 5 voire m\u00eame par 10.
\nL\u2019approche est donc plus que jamais strat\u00e9gique.<\/p>\n

Mais alors comment s\u2019y retrouver parmi tous ces outils et nouvelles fa\u00e7ons de concevoir une strat\u00e9gie marketing ou de communication<\/b>\u00a0?<\/strong>
\nPas toujours facile avec des expertises qui deviennent \u00e0 la fois tr\u00e8s pointues et tr\u00e8s concr\u00e8tes et un vocabulaire d\u00e9di\u00e9 qui s\u2019est d\u00e9velopp\u00e9 autour de toutes ces nouvelles comp\u00e9tences.<\/p>\n

\"TPVManager_o2c\"<\/a>Source image : Google image<\/h6>\n

Professionnels du marketing, comment parvenir \u00e0 des postes en webmarketing ?<\/h2>\n

Avant de vous lancer dans le grand bain du webmarketing, il vous faudra acqu\u00e9rir les bases d\u2019un nouveau langage et de nouveaux outils.
\n<\/a>Plan de Web Marketing,\u00a0emailing d’acquisition, buzz marketing, web lobbying, affiliation, social advertising, Google display,\u00a0Facebook Ads\u2026\u00a0sont autant d\u2019outils que vous devrez conna\u00eetre pour mettre en place les strat\u00e9gies marketing les plus efficaces.<\/p>\n

Les formations sont aussi un excellent moyen pour \u00eatre op\u00e9rationnel sur l’univers du Webmarketing et \u00eatre capable de l’int\u00e9grer dans vos actions de communication et de marketing.Google Analytics<\/a>\u00a0est par exemple l’un des outils qu’il est important de conna\u00eetre si vous souhaitez pr\u00e9tendre \u00e0 un poste dans le Webmarketing.\u00a0 En le ma\u00eetrisant, vous serez capable d\u2019analyser le trafic de votre site Internet pour en cultiver les forces et en limiter les faiblesses, d\u2019optimiser vos d\u00e9penses en suivant votre\u00a0ROI\u00a0et d\u2019am\u00e9liorer votre ergonomie et vos contenus. De m\u00eame, savoir construire et utiliser des tableaux de bord marketing<\/a>\u00a0sera un plus.\u00a0Une formation qui vous apportera aussi de la m\u00e9thodologie, indispensable lorsque l\u2019on souhaite mesurer les performances, dans une d\u00e9marche d\u2019am\u00e9lioration constante.<\/p>\n

M\u00eame si les bases du webmarketing sont tr\u00e8s similaires \u00e0 celles du marketing, les outils, les usages et certains comportements ont chang\u00e9s et sont devenus tr\u00e8s sp\u00e9cifiques au webmarketing.\u00a0Pour faciliter votre transition, vous former restera une n\u00e9cessit\u00e9.\u00a0En effet, l\u2019analyse des performances sera un \u00e9l\u00e9ment cl\u00e9 pour mener \u00e0 bien vos campagnes webmarketing tout comme le r\u00e9f\u00e9rencement <\/a>ou la cr\u00e9ation de trafic.<\/p>\n

La formation pourra donc aider les professionnels du marketing\u00a0souhaitant s’orienter vers de nouveaux horizons avec le webmarketing, \u00e0\u00a0passer ce cap avec toutes les comp\u00e9tences n\u00e9cessaires.<\/p>\n","protected":false},"excerpt":{"rendered":"

Si aujourd\u2019hui la grande majorit\u00e9 des entreprises int\u00e8gre le webmarketing dans leurs strat\u00e9gies marketing ou de communication, il n\u2019est pas toujours \u00e9vident, pour tous les professionnels issus du marketing dit \u00ab\u00a0traditionnel\u00a0\u00bb, de passer le cap.\u00a0Strat\u00e9gie,…<\/p>\n","protected":false},"author":3,"featured_media":15101,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[305,307,306,608,452,304,595,607,161],"tags":[1113,1155,244],"class_list":["post-15051","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture-et-transformation-digitale","category-droit-de-l-internet","category-e-commerce-web-et-e-business","category-growth-hacking-web-et-e-business","category-inbound-marketing-web-et-e-business","category-web-marketing","category-marketing-automation","category-optimiser-sa-veille-et-recherches-web","category-web-et-e-business","tag-digitalisation","tag-innovation","tag-webmarketing-2"],"yoast_head":"\nCarri\u00e8re : comment passer du marketing au webmarketing ? - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"Si aujourd\u2019hui la grande majorit\u00e9 des entreprises int\u00e8gre le webmarketing dans leurs strat\u00e9gies marketing ou de communication, il n\u2019est pas toujours\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/academy.visiplus.com\/blog\/web-et-e-business\/carriere-comment-passer-du-marketing-au-webmarketing-2018-08-21\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Carri\u00e8re : comment passer du marketing au webmarketing ? - VISIPLUS academy\" \/>\n<meta property=\"og:description\" content=\"Si aujourd\u2019hui la grande majorit\u00e9 des entreprises int\u00e8gre le webmarketing dans leurs strat\u00e9gies marketing ou de communication, il n\u2019est pas toujours\" \/>\n<meta property=\"og:url\" content=\"https:\/\/academy.visiplus.com\/blog\/web-et-e-business\/carriere-comment-passer-du-marketing-au-webmarketing-2018-08-21\" \/>\n<meta property=\"og:site_name\" content=\"Blog VISIPLUS academy\" \/>\n<meta property=\"article:published_time\" content=\"2018-08-21T16:00:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-08-30T09:28:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2018\/08\/Pimagic-super-photo-12.png\" \/>\n\t<meta property=\"og:image:width\" content=\"780\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Aur\u00e9lie Lasselin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aur\u00e9lie Lasselin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/academy.visiplus.com\\\/blog\\\/web-et-e-business\\\/carriere-comment-passer-du-marketing-au-webmarketing-2018-08-21#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/academy.visiplus.com\\\/blog\\\/web-et-e-business\\\/carriere-comment-passer-du-marketing-au-webmarketing-2018-08-21\"},\"author\":{\"name\":\"Aur\u00e9lie Lasselin\",\"@id\":\"https:\\\/\\\/academy.visiplus.com\\\/blog\\\/#\\\/schema\\\/person\\\/d283924f98e425c6e066d85e2755a6f0\"},\"headline\":\"Carri\u00e8re : comment passer du marketing au webmarketing ?\",\"datePublished\":\"2018-08-21T16:00:49+00:00\",\"dateModified\":\"2018-08-30T09:28:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/academy.visiplus.com\\\/blog\\\/web-et-e-business\\\/carriere-comment-passer-du-marketing-au-webmarketing-2018-08-21\"},\"wordCount\":937,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/academy.visiplus.com\\\/blog\\\/web-et-e-business\\\/carriere-comment-passer-du-marketing-au-webmarketing-2018-08-21#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/academy.visiplus.com\\\/blog\\\/wp-content\\\/uploads\\\/2018\\\/08\\\/Pimagic-super-photo-12.png\",\"keywords\":[\"digitalisation\",\"innovation\",\"webmarketing\"],\"articleSection\":[\"Culture et Transformation Digitale\",\"Droit de l'internet\",\"E-commerce\",\"Growth Hacking\",\"Inbound Marketing\",\"Le Web Marketing\",\"Marketing Automation\",\"Optimiser sa veille et ses recherches sur le Web\",\"Web et e-business\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/academy.visiplus.com\\\/blog\\\/web-et-e-business\\\/carriere-comment-passer-du-marketing-au-webmarketing-2018-08-21#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/academy.visiplus.com\\\/blog\\\/web-et-e-business\\\/carriere-comment-passer-du-marketing-au-webmarketing-2018-08-21\",\"url\":\"https:\\\/\\\/academy.visiplus.com\\\/blog\\\/web-et-e-business\\\/carriere-comment-passer-du-marketing-au-webmarketing-2018-08-21\",\"name\":\"Carri\u00e8re : comment passer du marketing au webmarketing ? 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