{"id":7061,"date":"2022-05-31T11:04:02","date_gmt":"2022-05-31T09:04:02","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=7061"},"modified":"2025-05-24T17:46:20","modified_gmt":"2025-05-24T15:46:20","slug":"la-messagerie-nouvel-outil-de-communication-des-marques","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/actualites\/la-messagerie-nouvel-outil-de-communication-des-marques\/","title":{"rendered":"La messagerie : nouvel outil de communication des marques ?"},"content":{"rendered":"

Aujourd\u2019hui, la messagerie instantan\u00e9e (MI) s\u2019invite dans la strat\u00e9gie de communication d\u2019une marque<\/a>. \u00c0 l\u2019image de la r\u00e9cente campagne Dior<\/em> men\u00e9e sur WhatsApp<\/strong> ayant offert une exp\u00e9rience aussi in\u00e9dite que personnalis\u00e9e \u00e0 sa communaut\u00e9. Pour corroborer cette tendance, le groupe Meta vient tout juste d\u2019annoncer la possibilit\u00e9 de personnaliser les messages pour les marques via Facebook Messenger<\/em><\/strong>. Nul doute que ce canal, jug\u00e9 jusqu\u2019ici secondaire, va vite devenir essentiel \u00e0 leur communication\u2026<\/p>\n

Dior Beauty<\/em> s\u2019affiche sur WhatsApp<\/em> via la chanteuse Jisoo<\/h2>\n

Pour la premi\u00e8re fois dans l\u2019industrie du luxe, la marque Dior <\/em>s\u2019invite sur nos fils de conversation WhatsApp<\/em>, par le biais de la chanteuse de K-Pop, Jisoo<\/strong>. Concr\u00e8tement, la campagne s\u2019est orchestr\u00e9e sur les Stories d\u2019Instagram de Dior, dans lesquelles Jisoo invitait ses utilisateurs \u00e0 la rejoindre sur son \u00ab groupe WhatsApp exclusif \u00bb<\/strong>. <\/p>\n

En suivant le lien, ils s\u2019inscrivaient et pouvaient alors d\u00e9couvrir des contenus exclusifs<\/strong>, des vid\u00e9os et discuter avec un chatbot repr\u00e9sentant la chanteuse. Libre \u00e0 chacun de choisir le contenu qu\u2019il d\u00e9sirait recevoir. Mais, dans tous les cas, ils pouvaient acheter le nouveau rouge \u00e0 l\u00e8vres Dior Addict Shine<\/em><\/strong>, objet de la campagne.
En offrant une exp\u00e9rience \u00e0 la fois plus interactive et plus personnalis\u00e9e, Dior<\/em> vient de bouleverser la relation entre une marque et ses utilisateurs ! Avec la messagerie instantan\u00e9e, les entreprises sont mieux positionn\u00e9es pour r\u00e9pondre aux v\u0153ux\/besoins de leurs client<\/strong>s\u2026<\/p>\n

Facebook Messenger lance la personnalisation des messages pour les marques<\/h2>\n

Conscient de d\u00e9tenir les cl\u00e9s d\u2019une nouvelle tendance, le groupe Meta vient d\u2019annoncer l\u2019arriv\u00e9e d\u2019une nouvelle fonctionnalit\u00e9<\/strong> pour Facebook Messenger<\/em> : les marques pourront personnaliser leur message, par le biais de notifications r\u00e9currentes. <\/p>\n

Jusqu\u2019\u00e0 aujourd\u2019hui, seuls les clients pouvaient envoyer des messages<\/a> aux marques ; d\u00e9sormais, les entreprises peuvent faire le premier pas <\/strong>et tenter d\u2019engager les internautes \u00e0 diff\u00e9rents niveaux (d\u00e9couverte, consid\u00e9ration, conversion ou engagement). \u00c0 noter que l\u2019internaute doit avoir donn\u00e9 son accord, s\u2019inscrire pour recevoir les messages et d\u00e9terminer leur r\u00e9currence.
Disponible gratuitement<\/strong>, cette option risque de devenir payante \u00e0 l\u2019avenir<\/strong> : en attendant, cette \u00ab p\u00e9riode d\u2019essai \u00bb n\u2019est pas d\u00e9finie\u2026 Sur Instagram, cette fonctionnalit\u00e9 devrait faire son apparition \u00e0 l\u2019automne 2022.<\/p>\n

Sources<\/strong> | Fashion Network<\/a> | Odigo<\/a> | Blog du mod\u00e9rateur<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Aujourd\u2019hui, la messagerie instantan\u00e9e (MI) s\u2019invite dans la strat\u00e9gie de communication d\u2019une marque. \u00c0 l\u2019image de la r\u00e9cente campagne Dior men\u00e9e sur WhatsApp ayant offert […]<\/p>\n","protected":false},"author":24,"featured_media":7062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"yoast_head":"\nLa messagerie : nouvel outil de communication des marques ? - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment les marques int\u00e8grent la messagerie instantan\u00e9e, comme WhatsApp et Messenger, pour cr\u00e9er des exp\u00e9riences clients personnalis\u00e9es.\" \/>\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.odw.fr\/blog\/actualites\/la-messagerie-nouvel-outil-de-communication-des-marques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La messagerie : nouvel outil de communication des marques ? 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