{"id":443,"date":"2023-03-27T12:23:28","date_gmt":"2023-03-27T12:23:28","guid":{"rendered":"http:\/\/lineup7-blog.zynala.eu\/?p=443"},"modified":"2023-06-15T12:26:22","modified_gmt":"2023-06-15T12:26:22","slug":"le-nouveau-plan-danimation-dune-logique-product-centric-a-une-logique-consumer-centric","status":"publish","type":"post","link":"https:\/\/www.lineup7.fr\/blog-cdp\/guide-customer-data-platform\/articles-complementaires\/le-nouveau-plan-danimation-dune-logique-product-centric-a-une-logique-consumer-centric\/","title":{"rendered":"Le nouveau plan d\u2019animation : d\u2019une logique &#8220;product centric&#8221; \u00e0 une logique &#8220;consumer centric&#8221;"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Vers une red\u00e9finition du plan d\u2019animation\u2026<\/h3>\n\n\n\n<p>Historiquement, le&nbsp;<strong>plan d\u2019animation a d\u2019abord \u00e9t\u00e9 un plan d\u2019animation commercial<\/strong>&nbsp;: \u00e0 savoir, l\u2019ensemble des actions marketing lanc\u00e9es sur les temps forts de l\u2019ann\u00e9e (les soldes, No\u00ebl, la f\u00eate des m\u00e8res, etc\u2026). Ces \u00e9v\u00e8nements cl\u00e9s pour les services Marketing sont venus rythmer la saisonnalit\u00e9 des produits \/ services, du renouvellement de gammes, du discours marketing associ\u00e9, des prix\u2026 Bref, les \u00e9v\u00e8nements calendaires se sont impos\u00e9s comme les metteurs en sc\u00e8ne des messages marketing v\u00e9hicul\u00e9s.<\/p>\n\n\n\n<p>Aujourd\u2019hui, face aux nouvelles exigences de personnalisation de l\u2019exp\u00e9rience, d\u2019instantan\u00e9it\u00e9 et de fluidit\u00e9 dans la relation,<strong>&nbsp;le plan d\u2019animation a pris un autre tournant<\/strong>&nbsp;et s\u2019est naturellement enrichi d\u2019actions autour du temps du client. Et c\u2019est tout aussi naturellement qu\u2019une vari\u00e9t\u00e9 de termes sont apparus pour le red\u00e9finir : plan d\u2019animation, plan de contact omnicanal, plan de sollicitation, plan Marketing relationnel, plan Marketing client, plan de dialogue client\u2026 tout ce jargon, parfois confusant, d\u00e9signe finalement une seule et m\u00eame chose : une strat\u00e9gie globale de dialogue avec le client dans tous ses aspects et sur tous les&nbsp;<strong>canaux<\/strong>.<\/p>\n\n\n\n<p>Dans tous ses aspects car\u00a0<strong>le plan d\u2019animation permet d\u2019identifier toutes les prises de parole<\/strong>\u00a0qu\u2019une marque souhaite avoir avec ses prospects \/ clients, \u00e0 savoir :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les moments li\u00e9s \u00e0 la marque : ouverture d\u2019une nouvelle boutique, sortie d\u2019une nouvelle collection, \u00e9v\u00e8nements, etc\u2026<\/li>\n\n\n\n<li>Les moments client : premier achat, adh\u00e9sion au programme de fid\u00e9lit\u00e9, abandon de panier, etc\u2026<\/li>\n\n\n\n<li>Et les fameux moments commerciaux (ou temps forts, \u00e9voqu\u00e9s pr\u00e9c\u00e9demment)<\/li>\n<\/ul>\n\n\n\n<p>Sur tous les&nbsp;<strong>canaux<\/strong>&nbsp;car&nbsp;<strong>le plan d\u2019animation permet d\u2019optimiser l\u2019usage des diff\u00e9rents canaux<\/strong>&nbsp;de communication (courrier, emailing, site internet, SMS, etc\u2026) en les adaptant \u00e0 chacune des cibles pour offrir au client une exp\u00e9rience omnicanale fluide.<\/p>\n\n\n\n<p>Et enfin, une strat\u00e9gie globale de dialogue car&nbsp;<strong>le plan d\u2019animation permet d\u2019assurer une coh\u00e9rence<\/strong>&nbsp;(en termes d\u2019image de marque, de contenu et format des messages v\u00e9hicul\u00e9s,\u2026) de toutes les prises de parole sur les diff\u00e9rents&nbsp;<strong>canaux<\/strong>&nbsp;de contact et ce, tout au long du&nbsp;<strong>cycle de vie du client<\/strong>&nbsp;(de l\u2019acquisition \u00e0 la fid\u00e9lisation). Ceci, afin d\u2019adresser syst\u00e9matiquement le bon message, au bon moment et sur le bon canal.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Et concr\u00e8tement : que comprend un plan d\u2019animation ?<\/h3>\n\n\n\n<p>Pour \u00eatre complet et efficace,\u00a0<strong>un plan d\u2019animation doit contenir les \u00e9l\u00e9ments suivants<\/strong>\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Une s\u00e9rie d\u2019objectifs auxquels les diff\u00e9rents dispositifs d\u2019animation imagin\u00e9s vont r\u00e9pondre : am\u00e9liorer la satisfaction client, augmenter le panier moyen, fid\u00e9liser les clients les plus engag\u00e9s, etc\u2026<\/li>\n\n\n\n<li>Les cibles prioritaires \u00e0 qui on va adresser les messages : les nouveaux utilisateurs, les abonn\u00e9s, les ambassadeurs, etc\u2026<\/li>\n\n\n\n<li>Un ensemble d\u2019actions de communication : c\u2019est-\u00e0-dire les\u00a0<strong>campagnes<\/strong>\u00a0imagin\u00e9es pour r\u00e9pondre aux objectifs et le d\u00e9tail des sc\u00e9narii qui vont \u00eatre d\u00e9ploy\u00e9s<\/li>\n\n\n\n<li>Un calendrier pour prioriser les\u00a0<strong>campagnes<\/strong>\u00a0en diff\u00e9rents lots et mettre en oeuvre des actions efficaces et rentables<\/li>\n\n\n\n<li>Une liste d\u2019indicateurs de performance pour mesurer les objectifs (NPS, panier moyen, etc\u2026)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Le plan d\u2019animation : un travail essentiel pour \u00e9viter une mauvaise gestion de la pression commerciale<\/h3>\n\n\n\n<p>L\u2019un des objectifs principaux du plan d\u2019animation est d\u2019avoir une&nbsp;<strong>vision de la pression commerciale<\/strong>&nbsp;et de l\u2019ensemble des points de contact \u00e9tablis avec le prospect \/ client. Il s\u2019agit en effet de doser correctement la quantit\u00e9 des messages envoy\u00e9s et de trouver le bon timing pour les diffuser. La gestion de la&nbsp;<strong>pression commerciale permet en particulier d\u2019\u00e9viter que les communications se retrouvent dans les spams<\/strong>, l\u2019agacement \/ l\u2019\u00e9nervement du prospect \/ client, le d\u00e9sengagement ou la d\u00e9sinscription suite \u00e0 une sur-sollicitation. Un enjeu primordial pour \u00e9tablir une relation de long terme et de confiance avec le client.<\/p>\n\n\n\n<p>Le plan d\u2019animation s\u2019inscrit dans une r\u00e9flexion plus globale li\u00e9e \u00e0 la strat\u00e9gie d\u2019une entreprise et sert des objectifs Marketing tels que l\u2019augmentation de la Life Time Value des clients, comme cela a \u00e9t\u00e9 pens\u00e9 pour\u00a0<a href=\"https:\/\/www.lineup7.fr\/references\/la-france-mutualiste\/\" target=\"_blank\" rel=\"noreferrer noopener\">notre client La France Mutualiste<\/a>.<\/p>\n\n\n\n<p class=\"has-text-align-right\"><strong><em>Anouk RADUREAU, Consultante Conseil &amp; Activation<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vers une red\u00e9finition du plan d\u2019animation\u2026 Historiquement, le&nbsp;plan d\u2019animation a d\u2019abord \u00e9t\u00e9 un plan d\u2019animation commercial&nbsp;: \u00e0 savoir, l\u2019ensemble des actions marketing lanc\u00e9es sur les temps forts de l\u2019ann\u00e9e (les soldes, No\u00ebl, la f\u00eate des m\u00e8res, etc\u2026). Ces \u00e9v\u00e8nements cl\u00e9s pour les services Marketing sont venus rythmer la saisonnalit\u00e9 des produits \/ services, du renouvellement [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":444,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[10],"class_list":["post-443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-complementaires","tag-conseilactivation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le nouveau plan d\u2019animation : d\u2019une logique &quot;product centric&quot; \u00e0 une logique &quot;consumer centric&quot; - Data Platform by LineUP7<\/title>\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.lineup7.fr\/blog-cdp\/guide-customer-data-platform\/articles-complementaires\/le-nouveau-plan-danimation-dune-logique-product-centric-a-une-logique-consumer-centric\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le nouveau plan d\u2019animation : d\u2019une logique &quot;product centric&quot; \u00e0 une logique &quot;consumer centric&quot; - Data Platform by LineUP7\" \/>\n<meta property=\"og:description\" content=\"Vers une red\u00e9finition du plan d\u2019animation\u2026 Historiquement, le&nbsp;plan d\u2019animation a d\u2019abord \u00e9t\u00e9 un plan d\u2019animation commercial&nbsp;: \u00e0 savoir, l\u2019ensemble des actions marketing lanc\u00e9es sur les temps forts de l\u2019ann\u00e9e (les soldes, No\u00ebl, la f\u00eate des m\u00e8res, etc\u2026). 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