{"id":1119,"date":"2016-10-17T11:50:32","date_gmt":"2016-10-17T10:50:32","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=1119"},"modified":"2016-10-25T12:11:40","modified_gmt":"2016-10-25T11:11:40","slug":"le-drive-to-store-ultra-local-sur-facebook","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/le-drive-to-store-ultra-local-sur-facebook\/","title":{"rendered":"Le drive-to-store ultra local sur Facebook"},"content":{"rendered":"<p style=\"text-align: justify;\">Si les pubs Facebook se sont souvent montr\u00e9es efficaces pour les e-commer\u00e7ants, 90% des ventes globales se font encore en points de vente physiques. D\u2019apr\u00e8s Facebook, 49% des achats en magasins sont influenc\u00e9s par une interaction digitale en amont, dont la moiti\u00e9 se fait sur mobile. Pour les non matheux : une vente en magasin sur quatre est influenc\u00e9e par une interaction web mobile.<\/p>\n<p style=\"text-align: justify;\">Facebook se lance donc dans le drive-to-store avec une approche micro-localis\u00e9e. Le r\u00e9seau social teste actuellement des publicit\u00e9s dynamiques aliment\u00e9es par les catalogues des commerces locaux et permettant aux annonceurs d\u2019int\u00e9grer des informations propres \u00e0 chacun de leurs points de vente : disponibilit\u00e9 des produits, prix, promotions en cours&#8230; En plus des donn\u00e9es Facebook, le ciblage s\u2019effectue par g\u00e9olocalisation mobile des utilisateurs, ce qui permet de leur diffuser les informations du magasin le plus proche \u00e0 l\u2019instant pr\u00e9cis o\u00f9 ils sont expos\u00e9s \u00e0 la publicit\u00e9. Un format relativement int\u00e9ressant pour une enseigne qui souhaiterait cr\u00e9er une promotion au niveau national tout en optimisant le trafic en magasin et m\u00e9nageant une exp\u00e9rience client positive.<\/p>\n<p style=\"text-align: justify;\">Pour mesurer la performance de ces campagnes, Facebook introduit l\u2019indicateur Store Visits (nombre de visites en magasin) calcul\u00e9 en fonction des donn\u00e9es de g\u00e9olocalisation des utilisateurs, de la localisation des magasins et par extrapolation de r\u00e9sultats de sondages.<\/p>\n<p style=\"text-align: justify;\">En France comme aux US, ce format est actuellement en cours de test chez quelques annonceurs s\u00e9lectionn\u00e9s. L\u2019\u00e9quipe Social Media de Keyade, qui observe des r\u00e9sultats encourageants sur ces campagnes-tests, se rapprochera de ses annonceurs lors du d\u00e9ploiement d\u00e9finitif de ces publicit\u00e9s par Facebook.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si les pubs Facebook se sont souvent montr\u00e9es efficaces pour les e-commer\u00e7ants, 90% des ventes globales se font encore en points de vente physiques. D\u2019apr\u00e8s Facebook, 49% des achats en magasins sont influenc\u00e9s par une interaction digitale en amont, dont la moiti\u00e9 se fait sur mobile. Pour les non matheux : une vente en magasin [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1081,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137],"tags":[155,109,153,59],"class_list":["post-1119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-drivetostore","tag-facebook","tag-local","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le drive-to-store ultra local sur Facebook | Keyade<\/title>\n<meta name=\"description\" content=\"Facebook teste actuellement des publicit\u00e9s dynamiques permettant d\u2019int\u00e9grer les informations propres \u00e0 chacun de vos diff\u00e9rents points de vente\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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