{"id":13222,"date":"2024-08-08T00:00:00","date_gmt":"2024-08-08T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/liberer-le-potentiel-des-conversations\/"},"modified":"2026-04-30T02:47:42","modified_gmt":"2026-04-30T06:47:42","slug":"unlocking-the-power-of-conversations","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/fr\/blog\/unlocking-the-power-of-conversations\/","title":{"rendered":"Lib\u00e9rer le potentiel des conversations"},"content":{"rendered":"\n<h2 id=\"personnaliser-les-parcours-dachat-complexes-et-stimuler-la-croissance-de-marque-grace-aux-messages\" class=\"wp-block-heading\">Personnaliser les parcours d\u2019achat complexes et stimuler la croissance de marque gr\u00e2ce aux messages<\/h2>\n\n<ul class=\"wp-block-list\">\n\n<li class=\"wp-block-list-item\"><b>Les entreprises risquent de perdre chaque ann\u00e9e 3\u00a0100 milliards de dollars, soit 6,7\u00a0% de leur chiffre d\u2019affaires total, en d\u00e9penses de consommation, \u00e0 cause d\u2019une exp\u00e9rience client\u00e8le de mauvaise qualit\u00e9<\/b><\/li>\n\n\n<li class=\"wp-block-list-item\"><b>En ligne, 71\u00a0% des personnes adultes sont plus enclines \u00e0 acheter aupr\u00e8s d\u2019une entreprise qu\u2019elles peuvent contacter par message<\/b><\/li>\n\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><b>Nouveau livre blanc de WARC et Meta\u00a0: lib\u00e9rer le potentiel des conversations<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Alors que les parcours d\u2019achat se complexifient, la cr\u00e9ation d\u2019une interaction bidirectionnelle plus personnalis\u00e9e avec la client\u00e8le n\u2019est plus une option pour les marques et peut devenir un avantage significatif pour les entreprises.<\/p>\n\n<p class=\"wp-block-paragraph\"><![CDATA[<a href=\"https:\/\/www.warc.com\/content\/article\/warc-exclusive\/unlocking-the-potential-of-conversations-how-business-messaging-drives-value-throughout-the-customer-lifecycle\/en-gb\/156063?utm_source=&#038;utm_medium=&#038;utm_campaign=meta-marketing\">]]>\u00ab\u00a0Unlocking the potential of conversations: How Business Messaging drives value throughout the customer lifecycle\u00a0\u00bb<![CDATA[<\/a>]]> est une nouvelle \u00e9tude de <![CDATA[<a href=\"https:\/\/www.warc.com\" data-creative-detail=\"Warc_Warc_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;Warc_Warc_Body_InlineLink&quot;}\">]]>WARC<![CDATA[<\/a>]]> en partenariat avec Meta qui analyse des recherches r\u00e9centes sur le parcours d\u2019achat afin d\u2019aider les marques \u00e0 nouer des relations client\u00e8le plus proches, plus fiables et plus pr\u00e9cieuses.<\/p>\n\n<p class=\"wp-block-paragraph\">Comme le dit <b>Aditya Kishore, Insight Director chez WARC<\/b>, <i>\u00ab\u00a0les points de contact avec la client\u00e8le se multiplient depuis plusieurs ann\u00e9es. Si le funnel reste une structure de base r\u00e9pandue pour comprendre le processus marketing, nous constatons que la mani\u00e8re dont nous attirons, entretenons, convertissons et interagissons avec la client\u00e8le comporte un nombre croissant d\u2019\u00e9l\u00e9ments mobiles.<\/i><\/p>\n\n<p class=\"wp-block-paragraph\"><i>\u00ab\u00a0La capacit\u00e9 \u00e0 s\u2019adapter aux diff\u00e9rents parcours, \u00e0 soutenir la client\u00e8le et \u00e0 interagir avec elle tout au long du processus d\u2019achat (et m\u00eame apr\u00e8s\u00a0!) devrait \u00eatre un atout de taille pour stimuler les interactions, les relations client\u00e8le et le chiffre d\u2019affaires d\u2019une marque.\u00a0\u00bb<\/i><\/p>\n\n<p class=\"wp-block-paragraph\">Selon <b>Shekhar Deshpande, responsable strat\u00e9gie, Global Clients, Meta<\/b>, <i>\u00ab\u00a0chez Meta, nous consid\u00e9rons la Messagerie professionnelle comme un outil de transformation qui r\u00e9volutionne la fa\u00e7on dont les entreprises et la client\u00e8le communiquent entre elles. Les meilleures conversations sont personnelles, pertinentes et instantan\u00e9es, et permettent de nouer des liens plus forts et durables.<\/i><\/p>\n\n<p class=\"wp-block-paragraph\"><i>\u00ab\u00a0Il est toutefois primordial que les messages soient bas\u00e9s sur les donn\u00e9es et respectueux de la confidentialit\u00e9, pour plus d\u2019utilit\u00e9 et de s\u00e9curit\u00e9. Gr\u00e2ce \u00e0 l\u2019IA et au machine learning, les entreprises peuvent proposer des exp\u00e9riences personnalis\u00e9es et pertinentes qui satisfont la client\u00e8le et offrent des avantages significatifs en termes de co\u00fbts pour les entreprises.\u00a0\u00bb<\/i><\/p>\n\n<p class=\"wp-block-paragraph\">Les principaux enseignements tir\u00e9s de l\u2019\u00e9tude \u00ab\u00a0Unlocking the potential of conversations: How Business Messaging drives value throughout the customer lifecycle\u00a0\u00bb sont les suivants\u00a0:<\/p>\n\n<ul class=\"wp-block-list\">\n\n<li class=\"wp-block-list-item\"><b>Les entreprises risquent de perdre chaque ann\u00e9e 3\u00a0100 milliards de dollars (6,7\u00a0% de leur chiffre d\u2019affaires total) en d\u00e9penses de consommation \u00e0 cause d\u2019une exp\u00e9rience client\u00e8le de mauvaise qualit\u00e9<\/b><\/li>\n\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Des publicit\u00e9s sur les r\u00e9seaux sociaux au marketing d\u2019influence, en passant par le commerce social et les m\u00e9dias retail, le nombre de points de contact digitaux ne cesse d\u2019augmenter, modifiant la mani\u00e8re dont on prend connaissance des produits et services, dont on les ach\u00e8te et dont on en fait l\u2019acquisition. Les marques s\u2019efforcent de r\u00e9pondre aux attentes en mati\u00e8re de consommation, alors que les parcours d\u2019achat deviennent de plus en plus individualis\u00e9s et impr\u00e9visibles.<\/p>\n\n<p class=\"wp-block-paragraph\">Les donn\u00e9es de <![CDATA[<a href=\"https:\/\/www.qualtrics.com\/en-gb\/lp\/uk-ppc-experience-management\/?utm_source=google&#038;utm_medium=ppc&#038;utm_campaign=UKI-EN%7CSRC%7CBRD%7CQualtricsPure%7CEXACT&#038;campaignid=18929419113&#038;utm_content=&#038;adgroupid=141970574285&#038;utm_keyword=qualtrics&#038;utm_term=qualtrics&#038;matchtype=e&#038;device=c&#038;placement=&#038;network=g&#038;creative=635228579269&#038;gad_source=1&#038;gclid=CjwKCAjwm_SzBhAsEiwAXE2Cv6U4_KsZUvNxSyuVwuBrQXTmjkbXWBldJmlB7Ev0W_cYKHB6Vvg_LBoCr9sQAvD_BwE\">]]>Qualtrics<![CDATA[<\/a>]]> montrent qu\u2019au niveau mondial, les entreprises risquent de perdre chaque ann\u00e9e 3\u00a0100 milliards de dollars en d\u00e9penses de consommation \u00e0 cause d\u2019une exp\u00e9rience client\u00e8le de mauvaise qualit\u00e9, ce qui repr\u00e9sente 6,7\u00a0% de leur chiffre d\u2019affaires total. De plus, 80\u00a0% des consommateurs et des consommatrices d\u00e9clarent avoir chang\u00e9 de marque en raison d\u2019une mauvaise exp\u00e9rience client\u00e8le, et selon <![CDATA[<a href=\"https:\/\/www.zendesk.co.uk\/blog\/cx-trends-2023-immersive-cx\/#\" data-creative-detail=\"ZendeskCXTrends2023_Zendesk_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;ZendeskCXTrends2023_Zendesk_Body_InlineLink&quot;}\">]]>Zendesk<![CDATA[<\/a>]]>, 62\u00a0% des consommateurs et des consommatrices pensent que les entreprises devraient faire plus pour personnaliser leurs services.<\/p>\n\n<p class=\"wp-block-paragraph\">Selon Abhishek Jadon, VP, Global Media Transformation chez PepsiCo,<i> \u00ab\u00a0on assiste \u00e0 une \u00e9volution fondamentale des impressions m\u00e9diatiques ponctuelles vers un engagement \u00e0 long terme&#8230; Les changements les plus marqu\u00e9s dans le monde digital concernent la mani\u00e8re dont on vous d\u00e9couvre et dont on interagit avec vous. La priorit\u00e9 est de nouer des liens significatifs avec la client\u00e8le. En adoptant une approche centr\u00e9e sur l\u2019humain, vous cr\u00e9ez du lien\u00a0\u00bb<\/i>.<\/p>\n\n<p class=\"wp-block-paragraph\">Pour relever ce d\u00e9fi, les marques ont besoin de nouveaux mod\u00e8les de communication pour susciter l\u2019int\u00e9r\u00eat \u00e0 grande \u00e9chelle, convertir l\u2019int\u00e9r\u00eat en relations significatives, tirer parti des relations tout au long du cycle de vie de la client\u00e8le, mesurer les r\u00e9sultats et optimiser le m\u00e9dia mix pour r\u00e9ussir.<\/p>\n\n<ul class=\"wp-block-list\">\n\n<li class=\"wp-block-list-item\"><b>En ligne, 71\u00a0% des personnes adultes sont plus enclines \u00e0 acheter aupr\u00e8s d\u2019une entreprise qu\u2019elles peuvent contacter par message<\/b><\/li>\n\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Pr\u00e8s de la moiti\u00e9 de la population mondiale (3,6 milliards de personnes) utilise des applications de messagerie. Plus de 600 millions de conversations entre particuliers et entreprises ont lieu chaque jour sur les plateformes Meta. WeChat est utilis\u00e9 par plus d\u2019un milliard de personnes en Chine et 97\u00a0% de la population sud-cor\u00e9enne utilise KakaoTalk pour communiquer.<\/p>\n\n<p class=\"wp-block-paragraph\">Pourtant, de nombreuses marques ont mis du temps \u00e0 capitaliser sur le ph\u00e9nom\u00e8ne, malgr\u00e9 les \u00e9tudes montrant un engouement certain pour les messages comme mode d\u2019interaction familier, pratique et facile \u00e0 contr\u00f4ler. Les donn\u00e9es de <a href=\"https:\/\/www.kantar.com\/marketplace\" data-creative-detail=\"KantarMarketplace_Kantar_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;KantarMarketplace_Kantar_Body_InlineLink&quot;}\">Kantar<\/a> montrent que 80\u00a0% des personnes adultes en ligne s\u2019accordent \u00e0 dire que les messages permettent de communiquer rapidement et facilement avec une entreprise. 71\u00a0% sont d\u2019ailleurs plus enclines \u00e0 faire des affaires ou \u00e0 acheter aupr\u00e8s d\u2019une entreprise qu\u2019elles peuvent contacter par message, et 69\u00a0% pr\u00e9f\u00e8rent envoyer un message \u00e0 une entreprise plut\u00f4t que de l\u2019appeler.<\/p>\n\n<p class=\"wp-block-paragraph\">Les messages devenant de plus en plus mesurables et \u00e9volutifs et les progr\u00e8s de l\u2019IA et des bots gagnant en vitesse, les marques qui int\u00e8grent des solutions de messagerie dans leur m\u00e9dia mix peuvent cr\u00e9er des liens plus directs et plus personnalis\u00e9s avec leur client\u00e8le \u00e0 grande \u00e9chelle. Elles peuvent \u00e9galement obtenir des statistiques client\u00e8le uniques afin d\u2019\u00e9tablir des relations durables et de stimuler la croissance tout au long du parcours d\u2019achat.<\/p>\n\n<p class=\"wp-block-paragraph\">Selon Rodrigo Silva Menezes, Senior Marketing Manager, Mobile Experience chez Samsung Br\u00e9sil, \u00ab\u00a0<i>les messages rendent les organisations plus accessibles gr\u00e2ce \u00e0 une interface famili\u00e8re. C\u2019est tr\u00e8s important. En menant une campagne impliquant des publicit\u00e9s clic vers WhatsApp, nous r\u00e9duisons de 80\u00a0% le nombre de clics dans le parcours d\u2019utilisation\u00a0\u00bb.<\/i><\/p>\n\n<ul class=\"wp-block-list\">\n\n<li class=\"wp-block-list-item\"><b>Repenser le parcours d\u2019achat\u00a0: 70\u00a0% des paniers d\u2019achat en ligne sont abandonn\u00e9s<\/b><\/li>\n\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Si le funnel d\u2019achat traditionnel reste utile du point de vue de la mesure, sa stricte lin\u00e9arit\u00e9 semble de plus en plus d\u00e9pass\u00e9e.<\/p>\n\n<p class=\"wp-block-paragraph\">Les nouveaux mod\u00e8les, tels que le <a href=\"https:\/\/www.warc.com\/content\/feed\/a-more-realistic-representation-of-the-path-to-purchase\/3229\" data-creative-detail=\"WarcAMoreRealisticRepresentationOfThePathToPurchase_HankinsHexagon_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;WarcAMoreRealisticRepresentationOfThePathToPurchase_HankinsHexagon_Body_InlineLink&quot;}\">Hankins Hexagon<\/a>, montrent que les parcours d\u2019achat sont tr\u00e8s personnels et extr\u00eamement fluides et que l\u2019exp\u00e9rience faite d\u2019un produit peut conduire \u00e0 un nouvel achat. De m\u00eame, si l\u2019exp\u00e9rience est d\u00e9cevante ou si la marque ne parvient pas \u00e0 s\u00e9duire sa client\u00e8le, elle peut l\u2019encourager activement \u00e0 envisager d\u2019autres options.<\/p>\n\n<p class=\"wp-block-paragraph\">Lorsqu\u2019une personne initie une interaction par message, elle indique qu\u2019elle souhaite aller plus loin. Les marques peuvent ainsi entamer une conversation bidirectionnelle de qualit\u00e9. O\u00f9 qu\u2019ils se trouvent dans leur parcours, les messages peuvent attirer la client\u00e8le\u00a0:<\/p>\n\n<p class=\"wp-block-paragraph\">En <b>encourageant<\/b> la d\u00e9couverte. Pour sensibiliser, les marques peuvent investir dans des campagnes sociales payantes, ajouter des codes QR sur des supports imprim\u00e9s ou int\u00e9grer des messages sur les sites Web et les pages produits.<\/p>\n\n<p class=\"wp-block-paragraph\">En <b>organisant<\/b> le parcours vers la conversion. Une conversation individuelle peut permettre \u00e0 une personne de prendre une marque en consid\u00e9ration. La personnalisation est essentielle, car la consid\u00e9ration ouvre la voie \u00e0 la conversion.<\/p>\n\n<p class=\"wp-block-paragraph\">En <b>optimisant<\/b> l\u2019exp\u00e9rience d\u2019achat et l\u2019apr\u00e8s. Selon une <a href=\"https:\/\/baymard.com\/lists\/cart-abandonment-rate\" data-creative-detail=\"BaymardCartAbandonmentRateStatistics2024_ResearchByTheBaymardInstitute_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;BaymardCartAbandonmentRateStatistics2024_ResearchByTheBaymardInstitute_Body_InlineLink&quot;}\">\u00e9tude r\u00e9alis\u00e9e par Baymard\u00a0Institute<\/a>, 70\u00a0% des paniers d\u2019achats en ligne sont abandonn\u00e9s. S\u2019il existe de nombreuses raisons \u00e0 cela, les messages peuvent permettre de r\u00e9soudre ce probl\u00e8me.<\/p>\n\n<p class=\"wp-block-paragraph\">En <b>fournissant<\/b> des raisons pertinentes de revenir. Plusieurs \u00e9tudes ont montr\u00e9 que le d\u00e9veloppement de la p\u00e9n\u00e9tration aupr\u00e8s des personnes qui n\u2019ach\u00e8tent pas ou peu repr\u00e9sente la <a href=\"https:\/\/www.warc.com\/content\/feed\/why-light-and-non-buyers-are-key-for-cpg-growth\/9045\" data-creative-detail=\"WarcWhyLightAndNonBuyersAreKeyForCpgGrowth_PrimarySourceOfGrowth_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;WarcWhyLightAndNonBuyersAreKeyForCpgGrowth_PrimarySourceOfGrowth_Body_InlineLink&quot;}\">principale source de croissance<\/a>, par le biais des promotions, des comp\u00e9titions et des r\u00e9compenses.<\/p>\n\n<p class=\"wp-block-paragraph\">Selon Isabelle Lafont, Global Head of Care &#038; Consumer Experience chez L\u2019Or\u00e9al, <![CDATA[<i>]]>\u00a0\u00bbpour moi, les messages sont vraiment la solution id\u00e9ale. Ils sont tr\u00e8s utiles au marketing, mais \u00e9galement \u00e0 la r\u00e9solution des probl\u00e8mes. C\u2019est un grand changement en termes d\u2019efficacit\u00e9 par rapport aux autres canaux.\u00a0\u00bb<![CDATA[<\/i>]]><\/p>\n\n<ul class=\"wp-block-list\">\n\n<li class=\"wp-block-list-item\"><b>Cinq principes fondamentaux pour mettre en \u0153uvre des solutions de messagerie de mani\u00e8re efficace<\/b><\/li>\n\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Les messages ont un pouvoir transformateur. Par leur polyvalence, ils sont un outil puissant pour les \u00e9quipes de logistique, de vente et de service client\u00e8le. Guid\u00e9es par cinq principes fondamentaux, les entreprises peuvent d\u00e9marrer \u00e0 petite \u00e9chelle avant de se d\u00e9velopper\u00a0:<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Priorit\u00e9s<\/b> : bien qu\u2019il puisse \u00eatre avantageux de viser des gains rapides au moment du lancement, visez les besoins cl\u00e9s de la marque et de la client\u00e8le en priorit\u00e9, en accord avec la strat\u00e9gie globale.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>C<\/b>onfidentialit\u00e9\u00a0: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/telecommunications\/connectivity-mobile-trends-survey\/2023\/data-privacy-and-security.html\" data-creative-detail=\"DeloitteDataPrivacyAndSecurityWorriesAreOnTheRise_AccordingToDeloitte_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;DeloitteDataPrivacyAndSecurityWorriesAreOnTheRise_AccordingToDeloitte_Body_InlineLink&quot;}\">selon Deloitte<\/a>, seulement 34\u00a0% des consommateur\u00b7ices consid\u00e8rent que les entreprises communiquent clairement sur la fa\u00e7on dont les donn\u00e9es personnelles sont utilis\u00e9es. Chaque personne doit avoir le sentiment que chaque interaction se fait avec son plein consentement, et les marques doivent respecter les normes les plus strictes.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Partenaires<\/b>\u00a0: les partenaires peuvent proposer des plateformes d\u2019analyse pr\u00eates \u00e0 l\u2019emploi permettant aux organisations de lancer les fonctionnalit\u00e9s de messagerie plus rapidement, de faire des tests plus approfondis et de se d\u00e9velopper de mani\u00e8re plus efficace.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Performances<\/b>\u00a0: les marques doivent constamment chercher de nouveaux moyens de surprendre et de ravir leur client\u00e8le. En termes de messages, cela signifie que les interactions sont de plus en plus personnalis\u00e9es, pr\u00e9dictives et multim\u00e9dias.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Proactivit\u00e9<\/b>\u00a0: pour garder une longueur d\u2019avance sur la concurrence, les marques doivent faire preuve d\u2019agilit\u00e9, int\u00e9grer un cycle constant de tests et d\u2019apprentissage, et se tenir inform\u00e9es de l\u2019\u00e9volution des plateformes de messagerie.<\/p>\n\n<p class=\"wp-block-paragraph\">Une copie gratuite du rapport complet est disponible <![CDATA[<a href=\"\/resources\/resource-library\/whatsapp-business-platform-resources\/unlock-the-potential-of-conversations\" data-creative-detail=\"UnlockThePotentialOfConversations_Here_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;UnlockThePotentialOfConversations_Here_Body_InlineLink&quot;}\">]]>ici<![CDATA[<\/a>]]>. Un <![CDATA[<a href=\"https:\/\/page.warc.com\/warc-advisory-meta-webinar-2024.html?utm_campaign=advisory-meta-whitepaper-july-2024&#038;utm_medium=pr&#038;utm_source=google-whitepaper-july&#038;utm_content=nocontent&#038;utm_term=noterm\">]]>webinaire<![CDATA[<\/a>]]> sur les conclusions du rapport sera organis\u00e9 en septembre.<\/p>\n\n<p class=\"wp-block-paragraph\">D\u00e9couvrez comment la <a href=\"https:\/\/www.facebook.com\/business\/business-messaging\" data-creative-detail=\"MetaBusinessMessaging_BusinessMessaging_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;MetaBusinessMessaging_BusinessMessaging_Body_InlineLink&quot;}\">messagerie professionnelle<\/a> de Meta aide les entreprises \u00e0 \u00e9tablir des relations bidirectionnelles pour mieux s\u2019approprier l\u2019exp\u00e9rience client\u00e8le.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>\u00c0 propos de WARC, l\u2019autorit\u00e9 mondiale en mati\u00e8re d\u2019efficacit\u00e9 marketing<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Depuis plus de 35 ans, WARC contribue au segment marketing en fournissant des preuves rigoureuses et impartiales, son expertise et des conseils pour un marketing plus efficace. Sur quatre plateformes, WARC Strategy, WARC Creative, WARC Media et WARC Digital Commerce, ses services comprennent plus de 100\u00a0000 \u00e9tudes de cas, des guides de recommandations, des documents de recherche, des rapports sp\u00e9ciaux, des donn\u00e9es sur les tendances publicitaires, des articles d\u2019actualit\u00e9 et d\u2019opinion, ainsi que des r\u00e9compenses, des \u00e9v\u00e8nements et des services de conseil. WARC m\u00e8ne ses activit\u00e9s depuis Londres, New York, Singapour et Shanghai, au service d\u2019une communaut\u00e9 de plus de 75\u00a0000 sp\u00e9cialistes du marketing dans plus de 1\u00a0300 entreprises sur plus de 100 march\u00e9s et collabore avec plus de 50 partenaires sectoriels.<\/p>\n\n<p class=\"wp-block-paragraph\">WARC fait partie d\u2019Ascential plc.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Personnaliser les parcours d\u2019achat complexes et stimuler la croissance de marque gr\u00e2ce aux messages<\/p>\n","protected":false},"author":0,"featured_media":13223,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[],"class_list":["post-13222","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) - 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