{"id":9786,"date":"2022-10-28T00:00:00","date_gmt":"2022-10-28T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/mercedes-benz-turquie-acceleration-des-ventes-grace-a-une-approche-marketing-hybride\/"},"modified":"2026-04-30T17:23:20","modified_gmt":"2026-04-30T21:23:20","slug":"mercedes-benz-turkey-accelerated-sales-through-a-hybrid-marketing-approach","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/fr\/blog\/mercedes-benz-turkey-accelerated-sales-through-a-hybrid-marketing-approach\/","title":{"rendered":"Mercedes-Benz\u00a0Turquie\u00a0: acc\u00e9l\u00e9ration des ventes gr\u00e2ce \u00e0 une approche marketing hybride"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Mercedes-Benz, entreprise allemande qui n\u2019a pas besoin de pr\u00e9sentation, est synonyme de v\u00e9hicules utilitaires de haute qualit\u00e9 depuis plus d\u2019un si\u00e8cle. La Turquie a toujours \u00e9t\u00e9 un march\u00e9 important pour Mercedes-Benz, avec <a href=\"https:\/\/www.statista.com\/statistics\/418574\/mercedes-car-sales-in-turkey\/\" data-creative-detail=\"Statista_MercedesCarSalesInTurkey_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;Statista_MercedesCarSalesInTurkey_Link&quot;}\">plusieurs milliers de v\u00e9hicules<\/a> vendus dans le pays au cours de la derni\u00e8re d\u00e9cennie.<\/p>\n\n<p class=\"wp-block-paragraph\">Afin de stimuler les ventes de ses c\u00e9l\u00e8bres fourgonnettes Sprinter, Vito et Classe\u00a0V dans tout le pays, Mercedes-Benz Turquie a d\u00e9cid\u00e9 d\u2019int\u00e9grer la plateforme WhatsApp\u00a0Business \u00e0 ses initiatives marketing.<\/p>\n\n<h2 id=\"le-probleme-les-conversions-retardees\" class=\"wp-block-heading\"><b>Le probl\u00e8me\u00a0: les conversions retard\u00e9es<\/b><\/h2>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-1.jpg\" alt=\"\" class=\"wp-image-601\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-1.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-1.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-1.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Mercedes-Benz\u00a0Turquie a attir\u00e9 des prospects pour ses vans avec des campagnes sur les r\u00e9seaux sociaux, mais a eu du mal \u00e0 les convertir rapidement et efficacement en ventes. Les personnes int\u00e9ress\u00e9es devaient remplir de longs formulaires et attendre que le centre d\u2019appel les contacte avant de pouvoir acheter un v\u00e9hicule.<\/p>\n\n<p class=\"wp-block-paragraph\">Les personnes qui \u00e9taient pr\u00eates \u00e0 patienter pouvaient finaliser l\u2019achat en deux jours environ. Mercedes-Benz\u00a0Turquie souhaitait acc\u00e9l\u00e9rer le processus. L\u2019objectif \u00e9tait de permettre aux personnes qui avaient manifest\u00e9 un vif int\u00e9r\u00eat pour l\u2019achat d\u2019un utilitaire Mercedes de prendre livraison de leur Sprinter, Vito ou Classe\u00a0V le jour m\u00eame de leur visite.<\/p>\n\n<h2 id=\"la-solution-associer-le-contact-social-a-la-messagerie-whatsapp\" class=\"wp-block-heading\"><b>La solution\u00a0: associer le contact social \u00e0 la messagerie WhatsApp<\/b><\/h2>\n\n<p class=\"wp-block-paragraph\">Lorsqu\u2019il s\u2019est agi de trouver des moyens de convertir des prospects, Mercedes\u00a0Benz a rapidement r\u00e9alis\u00e9 que WhatsApp s\u2019imposait comme une solution \u00e9vidente.<\/p>\n\n<p class=\"wp-block-paragraph\">C\u2019est l\u2019un des outils de communication les plus utilis\u00e9s en Turquie, avec 41\u00a0millions de personnes sur WhatsApp en 2021, <a href=\"https:\/\/www.statista.com\/forecasts\/1146270\/whatsapp-users-in-turkey\" data-creative-detail=\"Statista_WhatsAppUsersInTurkey_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;Statista_WhatsAppUsersInTurkey_Link&quot;}\">selon Statista<\/a>.<sup class=\"wab-note\" data-title=\"Pr\u00e9visions du nombre d\u2019utilisateur\u00b7ices de WhatsApp en Turquie entre 2017 et 2025, Statista, juillet\u00a02021\">1<\/sup><\/p>\n\n<p class=\"wp-block-paragraph\">Les campagnes num\u00e9riques de Mercedes-Benz Turquie via les r\u00e9seaux sociaux capturaient bien les prospects, donc WhatsApp ne voulait pas annuler ces publicit\u00e9s. Elle a plut\u00f4t suppos\u00e9 que l\u2019utilisation de WhatsApp<i> avec<\/i> des campagnes sociales serait la meilleure solution.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"684c3a\" data-has-transparency=\"false\" style=\"--dominant-color: #684c3a;\" loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-1306396213523606.jpg\" alt=\"Deux personnes qui conduisent une voiture au coucher de soleil\" class=\"wp-image-645 not-transparent\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-1306396213523606.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-1306396213523606.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-1306396213523606.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Pour tester cette id\u00e9e, Mercedes-Benz\u00a0Turquie a suivi la progression de trois campagnes pendant un mois\u00a0:<\/p>\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><b>Business as usual (BAU) : <\/b>La campagne actuelle de g\u00e9n\u00e9ration de prospects inchang\u00e9e de l&rsquo;entreprise sans WhatsApp (annonces sur les m\u00e9dias sociaux suivies de formulaires\/en attente que les agents nous contactent)<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><b>Cliquez vers WhatsApp (CTWA) :<\/b> Une nouvelle campagne avec des engagements directs WhatsApp (une publicit\u00e9 avec un appel \u00e0 l&rsquo;action (CTA) pour commencer une conversation via WhatsApp)<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><b>Campagne traditionnelle + CTWA\u00a0:<\/b> les deux campagnes fonctionnent de pair (les applications de r\u00e9seaux sociaux actuelles de l\u2019entreprise avec un CTA pour d\u00e9marrer une conversation sur WhatsApp au lieu de remplir un formulaire)<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Mercedes-Benz Turkey a int\u00e9gr\u00e9 l&rsquo;API Conversions de Meta \u00e0 la plateforme WhatsApp Business pour que les connexions entre les \u00e9v\u00e9nements marketing et les actions des clients puissent \u00eatre suivies en toute s\u00e9curit\u00e9.<\/p>\n\n<p class=\"wp-block-paragraph\">Avec chacune des trois m\u00e9thodes de campagne, Mercedes-Benz Turkey a test\u00e9 six variantes publicitaires ax\u00e9es sur des appels distincts des clients (comme les capacit\u00e9s des v\u00e9hicules). Mercedes-Benz\u00a0Turkey n\u2019a pas tard\u00e9 \u00e0 constater que la campagne combin\u00e9e \u00e9tait la plus efficace.<\/p>\n\n<h2 id=\"les-resultats-93-daugmentation-des-conversions\" class=\"wp-block-heading\"><b>Les r\u00e9sultats\u00a0: 93\u00a0% d\u2019augmentation des conversions<\/b><\/h2>\n\n<p class=\"wp-block-paragraph\">En utilisant WhatsApp en conjonction avec les publicit\u00e9s sur les r\u00e9seaux sociaux pour faciliter la communication directe avec les clients, Mercedes-Benz Turquie a pu augmenter \u00e0 la fois les prospects et les conversions. Gr\u00e2ce \u00e0 cette nouvelle approche hybride, l\u2019entreprise a constat\u00e9 les r\u00e9sultats suivants en seulement un mois\u00a0:<\/p>\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">93 % de boost des conversions incr\u00e9mentales<\/li>\n\n\n\n<li class=\"wp-block-list-item\">2,7 fois plus de leads qualifi\u00e9s<\/li>\n\n\n\n<li class=\"wp-block-list-item\">78 % de r\u00e9duction du co\u00fbt par piste qualifi\u00e9e<\/li>\n\n\n\n<li class=\"wp-block-list-item\">44\u00a0% de consommateur\u00b7ices en plus touch\u00e9\u00b7es pour le m\u00eame investissement<\/li>\n\n\n\n<li class=\"wp-block-list-item\">63\u00a0% d\u2019augmentation du nombre de client\u00b7es qui ont franchi l\u2019\u00e9tape suivant l\u2019achat apr\u00e8s l\u2019expression d\u2019un int\u00e9r\u00eat initial<\/li>\n\n\n\n<li class=\"wp-block-list-item\">+\u00a0de 300\u00a0nouveaux prospects et +\u00a0de 100\u00a0prospects incr\u00e9mentaux qualifi\u00e9s<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">\u00ab L&rsquo;int\u00e9gration de la plateforme WhatsApp Business \u00e0 nos canaux traditionnels de marketing et de vente nous permet de r\u00e9pondre aux besoins des clients en mati\u00e8re de communication rapide et directe \u00bb, a d\u00e9clar\u00e9 Nergis Sevinc, coordinateur du marketing num\u00e9rique Mercedes-Benz Turquie.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-3-842x474-1.jpg\" alt=\"Personne en voiture effectuant un achat via WhatsApp\" class=\"wp-image-680\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-3-842x474-1.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-3-842x474-1.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-3-842x474-1.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n<h2 id=\"le-futur-integrer-whatsapp-aux-canaux-marketing-traditionnels\" class=\"wp-block-heading\"><b>Le futur\u00a0: int\u00e9grer WhatsApp aux canaux marketing traditionnels<\/b><\/h2>\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s un mois aussi r\u00e9ussi, Mercedes-Benz Turquie pr\u00e9voit d&rsquo;introduire la messagerie WhatsApp \u00e0 de nombreux autres cha\u00eenes en dehors des campagnes publicitaires sur les r\u00e9seaux sociaux.<\/p>\n\n<p class=\"wp-block-paragraph\">L&rsquo;objectif est de r\u00e9pondre plus rapidement aux demandes de renseignements directes des clients et d&rsquo;acc\u00e9l\u00e9rer le processus d&rsquo;int\u00e9gration des acheteurs d\u00e9j\u00e0 int\u00e9ress\u00e9s dans leurs nouveaux camionnettes.<\/p>\n\n<p class=\"wp-block-paragraph\">\u00ab Avec la plateforme WhatsApp Business, nous avons permis un soutien plus percutant, une meilleure r\u00e9activit\u00e9 et un plus grand nombre de personnes au volant de nos camionnettes commerciales d&rsquo;\u00e9lite, \u00bb a d\u00e9clar\u00e9 Serhat Yaka, directeur de l&rsquo;\u00e9quipe de communication Mercedes-Benz Turquie.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-4-842x474-1.jpg\" alt=\"Un couple qui se prom\u00e8ne en voiture dans les bois\" class=\"wp-image-712\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-4-842x474-1.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-4-842x474-1.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-4-842x474-1.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/whatsappbusiness.com\/fr\/blog\/mercedes-benz-turkey-accelerated-sales-through-a-hybrid-marketing-approach\/mercedes-benz-2\/\" data-creative-detail=\"BusinessWhatsApp_MercedezBenz_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;BusinessWhatsApp_MercedezBenz_Link&quot;}\">Lisez l\u2019\u00e9tude de cas compl\u00e8te ici<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment Mercedes-Benz Turquie a int\u00e9gr\u00e9 la plateforme WhatsApp\u00a0Business dans sa strat\u00e9gie marketing pour g\u00e9n\u00e9rer des prospects et des conversions.<\/p>\n","protected":false},"author":23,"featured_media":9787,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[282],"tags":[],"class_list":["post-9786","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clientele"],"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>Success story de Mercedes-Benz Turquie | WhatsApp for Business<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment Mercedes-Benz Turquie a int\u00e9gr\u00e9 la plateforme WhatsApp\u00a0Business dans sa strat\u00e9gie marketing pour g\u00e9n\u00e9rer des prospects et des conversions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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