{"id":10435,"date":"2026-01-27T00:00:00","date_gmt":"2026-01-27T05:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/le-but-ultime-du-marketing-passer-de-la-conversation-a-la-conversion-lors-du-plus-grand-tournoi-de-football-de-lannee\/"},"modified":"2026-04-18T18:28:06","modified_gmt":"2026-04-18T22:28:06","slug":"football-marketing-conversational-conversions","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/fr\/blog\/football-marketing-conversational-conversions\/","title":{"rendered":"Le but ultime du marketing\u00a0: passer de la conversation \u00e0 la conversion lors du plus grand tournoi de football de l\u2019ann\u00e9e"},"content":{"rendered":"\n<h2 id=\"vos-concurrents-sont-deja-en-train-de-prevoir-leur-strategie-marketing-autour-du-football-et-vous\" class=\"wp-block-heading has-brand-green-color has-text-color has-link-color wp-elements-f973b8307436e5bf8f398e2a79e65be3\">Vos concurrents sont d\u00e9j\u00e0 en train de pr\u00e9voir leur strat\u00e9gie marketing autour du football. Et vous\u00a0?<\/h2>\n\n<p class=\"wp-block-paragraph\">Le tournoi international de football de 2026 repr\u00e9sente une opportunit\u00e9 marketing colossale qui attire l\u2019attention du monde entier. Des milliards de consommateurs seront \u00e9motionnellement investis, intens\u00e9ment impliqu\u00e9s et pr\u00eats \u00e0 agir.<\/p>\n\n<p class=\"wp-block-paragraph\">Toutefois, le d\u00e9fi est de taille pour les \u00e9quipes marketing\u00a0: comment se faire remarquer quand toutes les marques se battent pour attirer l\u2019attention d\u2019une m\u00eame audience\u00a0?<\/p>\n\n<p class=\"wp-block-paragraph\">La solution ne passe pas par des publicit\u00e9s plus tapageuses ni par des budgets plus cons\u00e9quents. Il s\u2019agit de retrouver la client\u00e8le dans ses conversations en cours et de transformer ces moments en conversions mesurables.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>73,3\u00a0% des adultes disposant d\u2019un acc\u00e8s \u00e0 Internet dans le monde pr\u00e9f\u00e8rent communiquer avec les entreprises par le biais de messages<\/b> <sup>1<\/sup><\/p>\n\n<p class=\"wp-block-paragraph\">Cette pr\u00e9f\u00e9rence est encore plus marqu\u00e9e pendant le tournoi. Les fans envoient des messages au sujet des matchs, partagent leurs r\u00e9actions et d\u00e9cident d\u2019acheter des billets en temps r\u00e9el. Les marques qui permettent les conversations instantan\u00e9es pourront saisir l\u2019intention \u00e0 son apog\u00e9e. Au contraire, les annonceurs qui redirigent les fans vers des formulaires et des pages de destination verront cette intention dispara\u00eetre.<\/p>\n\n<h2 id=\"une-opportunite-aux-enjeux-decisifs\" class=\"wp-block-heading has-brand-green-color has-text-color has-link-color wp-elements-3c4922a8a510b63fd65efa7e60edec8d\">Une opportunit\u00e9 aux enjeux d\u00e9cisifs<\/h2>\n\n<p class=\"wp-block-paragraph\">Pendant plus d\u2019un mois \u00e0 partir de juin, votre client\u00e8le cible sera plus \u00e9motionnellement investie, plus connect\u00e9e socialement et plus r\u00e9ceptive aux marques que jamais auparavant.<\/p>\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><b>89\u00a0% des fans ont effectu\u00e9 une action<\/b>, notamment un achat ou une interaction avec les marques, apr\u00e8s avoir vu du contenu sportif sur les plateformes\u00a0Meta<sup>2<\/sup>.<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><b>41\u00a0% interagissent davantage<\/b> avec le contenu sportif sur WhatsApp que l\u2019ann\u00e9e derni\u00e8re<sup>2<\/sup>.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">La client\u00e8le recherche activement de nouvelles mani\u00e8res de vivre ce moment.<\/p>\n\n<h2 id=\"generez-des-prospects-et-maximisez-votre-roi\" class=\"wp-block-heading has-brand-green-color has-text-color has-link-color wp-elements-adec334c66592cd975a18b10579d2591\">G\u00e9n\u00e9rez des prospects et maximisez votre ROI<\/h2>\n\n<p class=\"wp-block-paragraph\">La g\u00e9n\u00e9ration de prospects traditionnelle demande \u00e0 la client\u00e8le de remplir un formulaire et d\u2019attendre d\u2019\u00eatre recontact\u00e9e. Lors de grands \u00e9v\u00e9nements footballistiques, quand les \u00e9motions sont fortes et l\u2019attention est fugace, ce point de friction pourrait compromettre les opportunit\u00e9s.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/whatsappbusiness.com\/fr\/products\/ads-that-click-to-whatsapp\/\">Les publicit\u00e9s clic vers WhatsApp<\/a>, associ\u00e9es aux capacit\u00e9s compl\u00e8tes de la <a href=\"https:\/\/whatsappbusiness.com\/fr\/products\/business-platform\/\">plateforme WhatsApp\u00a0Business<\/a>, permettent de combler le foss\u00e9 entre l\u2019int\u00e9r\u00eat et la conversation\u00a0:<\/p>\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><b>88\u00a0% des \u00e9quipes marketing ont augment\u00e9 le nombre de prospects de qualit\u00e9<\/b> g\u00e9n\u00e9r\u00e9s gr\u00e2ce aux publicit\u00e9s clic vers WhatsApp par rapport \u00e0 d\u2019autres publicit\u00e9s num\u00e9riques<sup>3<\/sup>.<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><b>78\u00a0% ont b\u00e9n\u00e9fici\u00e9 d\u2019un ROAS plus \u00e9lev\u00e9<\/b> par rapport \u00e0 d\u2019autres publicit\u00e9s num\u00e9riques<sup>3<\/sup>.<\/li>\n\n\n\n<li class=\"wp-block-list-item\">Les entreprises ont enregistr\u00e9 des <b>taux de conversion des prospects en client\u00e8le<\/b> de 15,3\u00a0% sup\u00e9rieurs \u00e0 ceux obtenus par SMS, 17,6\u00a0% sup\u00e9rieurs \u00e0 ceux obtenus par e-mail et 13,1\u00a0% sup\u00e9rieurs \u00e0 ceux obtenus sur d\u2019autres applications de messagerie<sup>3<\/sup>.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Comment cela se traduit-il dans le cadre du plus grand \u00e9v\u00e9nement du football\u00a0?<\/p>\n\n<p class=\"wp-block-paragraph\">\u00c0 la mi-temps, un fan voit votre publicit\u00e9 pour des produits exclusifs au tournoi. Plut\u00f4t que d\u2019\u00eatre redirig\u00e9 vers une page produit, il appuie pour ouvrir WhatsApp. En quelques secondes, il re\u00e7oit un message personnalis\u00e9, voit des produits pertinents en fonction de son \u00e9quipe pr\u00e9f\u00e9r\u00e9e et est guid\u00e9 jusqu\u2019au paiement, tout cela dans le m\u00eame fil de discussion. L\u2019interaction doit \u00eatre imm\u00e9diate lorsque l\u2019intention est la plus \u00e9lev\u00e9e.<\/p>\n\n<h2 id=\"guide-de-conversation-5-strategies-marketing-pour-le-tournoi\" class=\"wp-block-heading has-brand-green-color has-text-color has-link-color wp-elements-70e8489cb70afe2f95484324c5315c2c\">Guide de conversation\u00a0: 5\u00a0strat\u00e9gies marketing pour le tournoi<\/h2>\n\n<h3 id=\"1-inscriptions-avant-les-matchs\" class=\"wp-block-heading\">1. Inscriptions avant les matchs<\/h3>\n\n<p class=\"wp-block-paragraph\">D\u00e9veloppez votre audience avant le coup d\u2019envoi. Invitez les fans \u00e0 s\u2019inscrire pour recevoir des alertes les jours de match, du contenu exclusif ou des concours de pronostics. Enregistrez leurs pr\u00e9f\u00e9rences, comme leur \u00e9quipe favorite et les produits qui les int\u00e9ressent, pour permettre l\u2019envoi de messages personnalis\u00e9s pendant et apr\u00e8s le tournoi international.<\/p>\n\n<h3 id=\"2-experiences-dachat-consultatives\" class=\"wp-block-heading\">2. Exp\u00e9riences d\u2019achat consultatives<\/h3>\n\n<p class=\"wp-block-paragraph\">Les achats au co\u00fbt significatif m\u00e9ritent des exp\u00e9riences sur mesure. Utilisez les flux conversationnels pour guider la client\u00e8le lors de d\u00e9cisions complexes, telles que l\u2019achat d\u2019offres de voyage, d\u2019articles en \u00e9dition limit\u00e9e ou de forfaits pour regarder les matchs \u00e0 plusieurs.<\/p>\n\n<h3 id=\"3-recuperation-des-paniers-abandonnes-en-indiquant-le-contexte\" class=\"wp-block-heading\">3. R\u00e9cup\u00e9ration des paniers abandonn\u00e9s en indiquant le contexte<\/h3>\n\n<p class=\"wp-block-paragraph\">Le panier peut \u00eatre abandonn\u00e9 lors des matchs en direct, lorsque les fans sont distraits par un but ou une d\u00e9cision controvers\u00e9e. Assurez le suivi pendant la mi-temps \u00e0 travers des rappels personnalis\u00e9s et des encouragements en temps r\u00e9el.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Exemple de d\u00e9clencheur\u00a0:<\/b> le client abandonne son panier pendant le match \u2192 Son \u00e9quipe gagne<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Exemple de message\u00a0: <\/b> <i>Vous pensez encore \u00e0 ce maillot\u00a0? Votre \u00e9quipe a gagn\u00e9\u00a0! C\u00e9l\u00e9brez la victoire gr\u00e2ce \u00e0 la livraison gratuite. Offre valable pendant 2\u00a0heures\u00a0\u2192<\/i><\/p>\n\n<h3 id=\"4-interactions-ludiques\" class=\"wp-block-heading\">4. Interactions ludiques<\/h3>\n\n<p class=\"wp-block-paragraph\">Les concours de pronostics, les sondages et les d\u00e9fis stimulent les interactions tout en alimentant votre base de donn\u00e9es. R\u00e9compensez la participation par des offres exclusives ou un acc\u00e8s anticip\u00e9. Chaque interaction est une opportunit\u00e9 d\u2019en savoir plus sur votre client\u00e8le.<\/p>\n\n<h3 id=\"5-marketing-en-temps-reel\" class=\"wp-block-heading\">5. Marketing en temps r\u00e9el<\/h3>\n\n<p class=\"wp-block-paragraph\">Lorsque quelque chose d\u2019inattendu se produit, comme un retournement de situation, un but spectaculaire ou un moment viral, soyez pr\u00eat \u00e0 en tirer parti. Les mod\u00e8les de messages WhatsApp pr\u00e9approuv\u00e9s permettent une activation instantan\u00e9e.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Exemple de d\u00e9clencheur\u00a0:<\/b> l\u2019\u00e9quipe pr\u00e9f\u00e9r\u00e9e du client marque un but.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Exemple de message\u00a0:<\/b>\u26bd\u00a0<i>BUT\u00a0! C\u00e9l\u00e9brez-le avec 20\u00a0% de remise sur toutes les tenues de l\u2019\u00e9quipe de [\u00c9quipe]\u00a0: offre valable pendant 90\u00a0minutes seulement\u00a0\u2192<\/i><\/p>\n\n<h2 id=\"lavantage-des-messages-utilitaires-la-cle-pour-multiplier-les-interactions\" class=\"wp-block-heading has-brand-green-color has-text-color has-link-color wp-elements-217f470a712602df5859717b5329b2d1\">L\u2019avantage des messages utilitaires\u00a0: la cl\u00e9 pour multiplier les interactions<\/h2>\n\n<p class=\"wp-block-paragraph\">Pour les \u00e9quipes marketing de CRM, le but ultime d\u00e9passe les conversions\u00a0: il s\u2019agit de stimuler la valeur globale. Les messages transactionnels \u00e0 valeur \u00e9lev\u00e9e, tels que les confirmations de commande, les informations sur la livraison et les rappels de rendez-vous, \u00e9tablissent la confiance qui rend la client\u00e8le r\u00e9ceptive aux futures actions marketing.<\/p>\n\n<p class=\"wp-block-paragraph\">Sur WhatsApp, les <a href=\"https:\/\/whatsappbusiness.com\/fr\/products\/conversation-categories\/utility\/\">messages utilitaires<\/a> rendent ces notifications de grande valeur possibles. Les marques utilisant la plateforme WhatsApp\u00a0Business ont constat\u00e9 les r\u00e9sultats suivants gr\u00e2ce aux messages utilitaires\u00a0:<\/p>\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><b>Am\u00e9lioration des taux d\u2019ouverture<\/b> (54\u00a0%)<sup>3<\/sup><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><b>Augmentation de la satisfaction client\u00e8le (CSAT)<\/b> (47\u00a0%)<sup>3<\/sup><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><b>Hausse du taux de pr\u00e9sentation aux rendez-vous<\/b> (40\u00a0%)<sup>3<\/sup><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Pendant le tournoi, les cas d\u2019utilisation des messages utilitaires prennent une importance capitale.<\/p>\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><i>Votre commande est en cours de livraison\u00a0: elle arrivera avant le match de ce soir\u00a0! <\/i>\u26bd<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><i>Votre r\u00e9servation au [Restaurant] est confirm\u00e9e pour le coup d\u2019envoi \u00e0 20\u00a0heures.<\/i><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">84\u00a0% des entreprises indiquent que les clients qui utilisent les messages utilitaires ou les messages d\u2019authentification sur WhatsApp ont <b>une valeur globale plus \u00e9lev\u00e9e<\/b><sup>3<\/sup>.<\/p>\n\n<p class=\"wp-block-paragraph\">Chaque message utile et non promotionnel renforce l\u2019id\u00e9e que votre marque apporte de la valeur. L\u2019envoi d\u2019un message marketing pendant le tournoi permet de susciter des interactions.<\/p>\n\n<h2 id=\"votre-plan-daction-marketing-dacquisition-et-de-crm\" class=\"wp-block-heading has-brand-green-color has-text-color has-link-color wp-elements-20d162aeb3eb496c6530cdb8d0f901b2\">Votre plan d\u2019action marketing d\u2019acquisition et de CRM<\/h2>\n\n<h4 id=\"des-maintenant-%e2%86%92-30-jours-avant-le-coup-denvoi\" class=\"wp-block-heading\">D\u00e8s maintenant\u00a0\u2192 30\u00a0jours avant le coup d\u2019envoi\u00a0:<\/h4>\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">D\u00e9finissez entre\u00a03 et 5\u00a0campagnes prioritaires en fonction des moments du tournoi<\/li>\n\n\n\n<li class=\"wp-block-list-item\">Cr\u00e9ez et envoyez des mod\u00e8les de message pour approbation<\/li>\n\n\n\n<li class=\"wp-block-list-item\">Configurez des flux d\u2019automatisation pour entretenir la relation avec les prospects et r\u00e9cup\u00e9rer les paniers abandonn\u00e9s<\/li>\n\n\n\n<li class=\"wp-block-list-item\">Configurez le suivi de l\u2019attribution sur l\u2019int\u00e9gralit\u00e9 du tunnel de conversion<\/li>\n<\/ul>\n\n<h4 id=\"pendant-le-tournoi\" class=\"wp-block-heading\">Pendant le tournoi\u00a0:<\/h4>\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">Lancez des campagnes ax\u00e9es sur des moments cl\u00e9s autour des \u00e9v\u00e9nements des matchs<\/li>\n\n\n\n<li class=\"wp-block-list-item\">Surveillez les performances et optimisez-les en temps r\u00e9el<\/li>\n\n\n\n<li class=\"wp-block-list-item\">Activez les mod\u00e8les pr\u00e9approuv\u00e9s en r\u00e9action aux moments cl\u00e9s<\/li>\n<\/ul>\n\n<h4 id=\"apres-le-tournoi\" class=\"wp-block-heading\">Apr\u00e8s le tournoi\u00a0:<\/h4>\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">Comparez les performances d\u2019un groupe du tournoi avec la r\u00e9f\u00e9rence<\/li>\n\n\n\n<li class=\"wp-block-list-item\">Convertissez les inscriptions pendant le tournoi en abonnements \u00e0 long terme<\/li>\n\n\n\n<li class=\"wp-block-list-item\">Mesurez la valeur globale d\u2019un groupe du tournoi par rapport \u00e0 d\u2019autres canaux d\u2019acquisition<\/li>\n\n\n\n<li class=\"wp-block-list-item\">Consignez les enseignements tir\u00e9s pour les prochains grands \u00e9v\u00e9nements<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Le tournoi est un puissant moteur d\u2019acquisition. Mais l\u2019opportunit\u00e9 que repr\u00e9sente le CRM va bien au-del\u00e0. Exploitez les pr\u00e9f\u00e9rences recueillies, notamment l\u2019\u00e9quipe favorite, l\u2019int\u00e9r\u00eat pour les produits et les mod\u00e8les d\u2019interactions, afin de personnaliser vos campagnes tout au long de l\u2019ann\u00e9e. Les abonn\u00e9s que vous aurez acquis entre juin et juillet pourraient devenir vos clients les plus importants d\u2019ici d\u00e9cembre.<\/p>\n\n<h2 id=\"loccasion-est-la\" class=\"wp-block-heading has-brand-green-color has-text-color has-link-color wp-elements-f794931c7ffc51a4e34baa6fb1b3f19e\">L\u2019occasion est l\u00e0<\/h2>\n\n<p class=\"wp-block-paragraph\">L\u2019\u00e9dition\u00a02026 du tournoi international de football sera l\u2019\u00e9v\u00e9nement sportif le plus suivi et le plus comment\u00e9. Pour vos \u00e9quipes marketing, cela repr\u00e9sente une opportunit\u00e9 unique de toucher la client\u00e8le et d\u2019interagir avec elle au moment o\u00f9 elle est la plus active, et de convertir ces interactions en r\u00e9sultats mesurables.<\/p>\n\n<p class=\"wp-block-paragraph\">Le marketing conversationnel sur WhatsApp peut vous aider \u00e0 g\u00e9n\u00e9rer plus de prospects, \u00e0 obtenir de meilleures conversions et \u00e0 am\u00e9liorer votre ROI. Pendant le tournoi, quand les interactions et les messages foisonneront, ces avantages se multiplieront.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Participerez-vous \u00e0 la conversation ou la suivrez-vous \u00e0 distance\u00a0?<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Pr\u00e9parez-vous \u00e0 d\u00e9finir votre strat\u00e9gie pour le plus grand \u00e9v\u00e9nement du football\u00a0! <a href=\"https:\/\/whatsappbusiness.com\/messaging\/business-platform-guide\">T\u00e9l\u00e9chargez votre guide sur la plateforme WhatsApp\u00a0Business<\/a> pour commencer.<\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" style=\"margin-top:var(--wp--preset--spacing--24-40);margin-bottom:var(--wp--preset--spacing--24-40)\"\/>\n\n<h3 id=\"references\" class=\"wp-block-heading has-brand-green-color has-text-color has-link-color wp-elements-deac128cb5cfdb8ba872bd0557c807f4\">R\u00e9f\u00e9rences<\/h3>\n\n<p class=\"wp-block-paragraph\"><sup>1<\/sup>\u00a0\u00c9tude sur l\u2019utilisation des messages professionnels, Kantar. (\u00c9tude en ligne command\u00e9e par Meta incluant 11\u00a0056\u00a0adultes disposant d\u2019un acc\u00e8s \u00e0 Internet dans les pays suivants\u00a0: US, FR, DE, GB, ES, IN, MX, BR, ID, TH, VN, MY, PH, CA, AR, CO, TR, SG, SA, AE, NZ et AU, avril\/septembre\u00a02025)<\/p>\n\n<p class=\"wp-block-paragraph\"><sup>2 <\/sup>\u00ab\u00a0<a href=\"https:\/\/www.facebook.com\/business\/news\/sports-consumer-research-2025\">Au-del\u00e0 des temps forts\u00a0: \u00e9tude Meta sur le sport chez les consommateur\u00b7ices 2025<\/a>\u00a0\u00bb, Meta et National Research Group (NRG), septembre\u00a02025<\/p>\n\n<p class=\"wp-block-paragraph\"><sup>3 <\/sup><a href=\"\/\">\u00c9tude sur l\u2019impact \u00e9conomique total de WhatsApp pour les entreprises<\/a>, command\u00e9e par Meta et r\u00e9alis\u00e9e par Forrester\u00a0Consulting en juin\u00a02025 (mise \u00e0 jour en octobre\u00a02025)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Transformez les interactions avec les fans de football en 2026 en conversions marketing gr\u00e2ce \u00e0 WhatsApp. D\u00e9couvrez des strat\u00e9gies de g\u00e9n\u00e9ration de prospects, d\u2019augmentation du ROI et de commerce conversationnel.<\/p>\n","protected":false},"author":12,"featured_media":10436,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[],"class_list":["post-10435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-messages-professionnels"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Le but ultime du marketing\u00a0: passer de la conversation \u00e0 la conversion lors du plus grand tournoi de football de l\u2019ann\u00e9e<\/title>\n<meta name=\"description\" content=\"Transformez les interactions avec les fans de football en 2026 en 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