{"id":8335,"date":"2019-11-20T15:27:50","date_gmt":"2019-11-20T14:27:50","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8335"},"modified":"2020-01-22T14:47:46","modified_gmt":"2020-01-22T13:47:46","slug":"quelques-tips-pour-un-black-friday-reussi","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/quelques-tips-pour-un-black-friday-reussi\/","title":{"rendered":"Quelques tips pour un Black Friday r\u00e9ussi"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Black-Friday-2019-1024x348.jpg\" alt=\"\" class=\"wp-image-8337\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Black-Friday-2019-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Black-Friday-2019-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Black-Friday-2019-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Black-Friday-2019-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Alors\nqu\u2019Alibaba a d\u00e9pass\u00e9 les 35 milliards d\u2019euros de ventes en 24h ce 11 novembre<a href=\"#_ftn1\">[1]<\/a>\nlors du <a href=\"https:\/\/www.keyade.com\/le-single-day-arrive-en-france\">Singles Day<\/a> en Chine, le Black Friday, plus\nc\u00e9l\u00e8bre en Europe, approche \u00e0 grand pas. Jour J&nbsp;: 29 novembre.<\/p>\n\n\n\n<p>L\u2019\u00e9dition\n2018 du Black Friday avait prouv\u00e9 l\u2019int\u00e9r\u00eat grandissant des consommateurs fran\u00e7ais\n\u00e0 l\u2019\u00e9gard de cet \u00e9v\u00e9nement shopping&nbsp;: <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>+13 points de requ\u00eates \u2018Black Friday\u2019<\/strong> par rapport \u00e0 2017<a href=\"#_ftn2\">[2]<\/a>.\n<\/li><li><strong>50 millions de transactions<\/strong> r\u00e9alis\u00e9es en 2018 soit +20% par\nrapport \u00e0 20172. <\/li><\/ul>\n\n\n\n<p>En\n2013, aux d\u00e9buts du Black Friday en France, le panier moyen des acheteurs\natteignait 107\u20ac. En 5 ans, il a augment\u00e9 de 134% pour atteindre 256\u20ac en 2018<a href=\"#_ftn3\">[3]<\/a>.<\/p>\n\n\n\n<p>Quand\non sait que les consommateurs commencent de plus en plus leurs recherches de\nproduits sur Amazon<a href=\"#_ftn4\">[4]<\/a>,\non ne peut qu\u2019imaginer la place pr\u00e9pond\u00e9rante et le r\u00f4le de cette marketplace\nlors du Black Friday. L\u2019ann\u00e9e derni\u00e8re, Amazon avait attir\u00e9 la foule lors du\nBlack Friday avec 49,2% des fran\u00e7ais qui se sont rendus sur le site ou l\u2019app de\nla firme en 2018<a href=\"#_ftn5\">[5]<\/a>.<\/p>\n\n\n\n<p>Le\nBlack Friday est devenu un \u00e9v\u00e9nement incontournable qui contribue tr\u00e8s\nlargement \u00e0 l\u2019activit\u00e9 de fin d\u2019ann\u00e9e et sur lequel les marques ont tout\nint\u00e9r\u00eat \u00e0 maximiser leur pr\u00e9sence&nbsp;en ligne.<\/p>\n\n\n\n<p><strong>Quelques tips pour\nr\u00e9ussir votre Black Friday en SEA et sur les plateformes Social Media<\/strong><\/p>\n\n\n\n<p>Au\nfil des ann\u00e9es, nous avons tir\u00e9 plusieurs enseignements sur la mise en place de\ncampagnes d\u00e9di\u00e9es au Black Friday&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>SEA<\/strong><\/li><li>Chaque\nann\u00e9e, des annonceurs manquent des opportunit\u00e9s de ventes en raison du capping.\nPour profiter au maximum du Black Friday, vous pouvez observer vos r\u00e9sultats de\nl\u2019ann\u00e9e pass\u00e9e afin d\u2019ajuster vos budgets en fonction et pr\u00e9voir si n\u00e9cessaire\nun budget additionnel.&nbsp; <\/li><li>Il\nest recommand\u00e9 d\u2019adapter le message de vos annonces et les extensions\nsp\u00e9cifiquement pour le Black Friday. Par exemple, dans les campagnes\nexistantes, vous pouvez ajouter \u2018Black Friday\u2019 dans vos titres, descriptions et\nmots-cl\u00e9s.<\/li><li>Afin\nd\u2019\u00e9viter les risques de suspension, il est conseill\u00e9 d\u2019int\u00e9grer vos extensions\nde promotions et de prix au moins 24H \u00e0 l\u2019avance. Dans la mesure du possible,\n\u00e9vitez de modifier vos annonces au dernier moment&nbsp;car ces derni\u00e8res sont alors\nenvoy\u00e9es (de nouveau) en r\u00e9vision, ce qui peut vous faire perdre un temps\npr\u00e9cieux au moment du lancement.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Social<\/strong><\/li><\/ul>\n\n\n\n<p>En Social, le Black Friday est\nl\u2019\u00e9v\u00e9nement id\u00e9al pour \u00e9largir les audiences, atteindre davantage d\u2019internautes,\nd\u00e9velopper la notori\u00e9t\u00e9 de votre marque et\nacqu\u00e9rir de nouveaux clients. Au fil des ann\u00e9es, nous avons pu observer que les\nmarques qui ont su tirer profit de ce moment sont celles qui ont travaill\u00e9\nleurs audiences et produit des cr\u00e9ations adapt\u00e9es pour le mobile.<\/p>\n\n\n\n<p>Cette\nann\u00e9e (encore), le Black Friday donne le coup d\u2019envoi des achats de No\u00ebl. En\n2018, 62% des acheteurs avaient profit\u00e9 de ces \u00e9v\u00e9nements pour acheter une\npartie des cadeaux offerts \u00e0 No\u00ebl et 7% avaient profit\u00e9 de ces \u00e9v\u00e9nements pour\nacheter la totalit\u00e9<a href=\"#_ftn6\">[6]<\/a>.\n<\/p>\n\n\n\n<p>Et\nvous, \u00eates-vous pr\u00eats pour le Black Friday 2019&nbsp;?<br><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><a href=\"#_ftnref1\">[1]<\/a> Strategies<\/p>\n\n\n\n<p><a href=\"#_ftnref2\">[2]<\/a> Google<\/p>\n\n\n\n<p><a href=\"#_ftnref3\">[3]<\/a> Retail Me Not \u201cCyber weekend\nspotlight november 2018\u201d, Retail Research, Nov 2018<\/p>\n\n\n\n<p><a href=\"#_ftnref4\">[4]<\/a> Etude The Future Shopper 2019,\nWunderman Thompson (WPP)<\/p>\n\n\n\n<p><a href=\"#_ftnref5\">[5]<\/a> Statista,\nsur un \u00e9chantillon de 1000 personnes + 18 ans &amp; eMarketer, Western Europe\nEcommerce Trends in 2019, \u00e9tude r\u00e9alis\u00e9e sur les +18 ans<\/p>\n\n\n\n<p>[6] M\u00e9diam\u00e9trie &#8211; \u00c9tude FEVAD &#8211; Octobre 2018 sur un ensemble de 2970 acheteurs<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors qu\u2019Alibaba a d\u00e9pass\u00e9 les 35 milliards d\u2019euros de ventes en 24h ce 11 novembre[1] lors du Singles Day en Chine, le Black Friday, plus c\u00e9l\u00e8bre en Europe, approche \u00e0 grand pas. Jour J&nbsp;: 29 novembre. L\u2019\u00e9dition 2018 du Black Friday avait prouv\u00e9 l\u2019int\u00e9r\u00eat grandissant des consommateurs fran\u00e7ais \u00e0 l\u2019\u00e9gard de cet \u00e9v\u00e9nement shopping&nbsp;: +13 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8339,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,133,137,295],"tags":[519,5,59],"class_list":["post-8335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-sea","category-social-media","category-fil-actualite","tag-black-friday","tag-sea","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quelques tips pour un Black Friday r\u00e9ussi - Keyade<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez dans cet article, quelques chiffres cl\u00e9s de l&#039;\u00e9dition\u00a02018 ainsi que nos recommandations pour maximiser votre pr\u00e9sence en SEA et en Social Media.\" \/>\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.keyade.com\/fr\/blog\/quelques-tips-pour-un-black-friday-reussi\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quelques tips pour un Black Friday r\u00e9ussi - 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