human talk - traffic manager - marion meynand
TRANSCRIPT
![Page 1: Human talk - Traffic Manager - Marion Meynand](https://reader033.vdocuments.pub/reader033/viewer/2022042611/58eceeab1a28abd7118b45b5/html5/thumbnails/1.jpg)
Traffic manager : le trader du trafic web ?
Marion MeynandTraffic Manager @Hopwork
Le 7 février 2017
![Page 2: Human talk - Traffic Manager - Marion Meynand](https://reader033.vdocuments.pub/reader033/viewer/2022042611/58eceeab1a28abd7118b45b5/html5/thumbnails/2.jpg)
OBJECTIFS
TUNNEL DE CONVERSION
![Page 3: Human talk - Traffic Manager - Marion Meynand](https://reader033.vdocuments.pub/reader033/viewer/2022042611/58eceeab1a28abd7118b45b5/html5/thumbnails/3.jpg)
Tunnel de conversion
ACQUISITION
CONVERSION
FIDELISATION
![Page 4: Human talk - Traffic Manager - Marion Meynand](https://reader033.vdocuments.pub/reader033/viewer/2022042611/58eceeab1a28abd7118b45b5/html5/thumbnails/4.jpg)
Acquérir
du trafic et construire une audience qualifiée
Identifier
les visiteurs et recueillir des informations de contact
Accompagner
dans le processus de décision jusqu’à l’objectif
Fidéliser
le client et l’amener à devenir un ambassadeur de la marque
INCONNU
VISITEUR
PROSPECT
CLIENT
AMBASSADEUR
AC
QU
ISIT
ION
CO
NV
ERSI
ON
FID
ELIS
ATI
ON
![Page 5: Human talk - Traffic Manager - Marion Meynand](https://reader033.vdocuments.pub/reader033/viewer/2022042611/58eceeab1a28abd7118b45b5/html5/thumbnails/5.jpg)
Pour chaque étape du tunnel de conversion
Objectif Levier Campagne
Mot-clé
Message
CPA (coût par acquisition)
ROI (Return on investment)
SupportLanding
page
Stratégie
![Page 6: Human talk - Traffic Manager - Marion Meynand](https://reader033.vdocuments.pub/reader033/viewer/2022042611/58eceeab1a28abd7118b45b5/html5/thumbnails/6.jpg)
DIFFERENTS LEVIERS
DIFFERENTS SUPPORTS
![Page 7: Human talk - Traffic Manager - Marion Meynand](https://reader033.vdocuments.pub/reader033/viewer/2022042611/58eceeab1a28abd7118b45b5/html5/thumbnails/7.jpg)
SEM (Search Engine Marketing)
SEA (Search Engine Advertising)
Référencement payant
SEO (Search Engine Optimization)
Référencement naturel
= +
SEARCHOptimisation pour les moteurs de recherches
Et aussi… SMO (Social Marketing Optimization)
![Page 8: Human talk - Traffic Manager - Marion Meynand](https://reader033.vdocuments.pub/reader033/viewer/2022042611/58eceeab1a28abd7118b45b5/html5/thumbnails/8.jpg)
DISPLAY
AFFILIATION
EMAIL MARKETING
RETARGETING
Autres leviers
![Page 9: Human talk - Traffic Manager - Marion Meynand](https://reader033.vdocuments.pub/reader033/viewer/2022042611/58eceeab1a28abd7118b45b5/html5/thumbnails/9.jpg)
MESURE
Tracking
Web analytics
Test A/B
![Page 10: Human talk - Traffic Manager - Marion Meynand](https://reader033.vdocuments.pub/reader033/viewer/2022042611/58eceeab1a28abd7118b45b5/html5/thumbnails/10.jpg)
Merci !
Marion MeynandTraffic Manager @Hopwork
Le 7 février 2017