{"id":1427201,"date":"2015-11-15T13:29:52","date_gmt":"2015-11-15T12:29:52","guid":{"rendered":"https:\/\/www.hypemedias.fr\/portfolio\/?p=1427201"},"modified":"2015-11-15T13:29:52","modified_gmt":"2015-11-15T12:29:52","slug":"strategie-marketing-drive-to-store-avec-waze","status":"publish","type":"post","link":"https:\/\/othnielsanvee.fr\/en\/strategie-marketing-drive-to-store-avec-waze\/","title":{"rendered":"Transformation digitale &#038; drive-to-store : mon intervention chez Google Paris avec Waze"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"1427201\" class=\"elementor elementor-1427201\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-19a9b4f9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"19a9b4f9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4a0ba05e\" data-id=\"4a0ba05e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fb9635d elementor-widget elementor-widget-text-editor\" data-id=\"fb9635d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">Dans un secteur automobile en pleine mutation, <span class=\"s1\"><b>innover dans les strat\u00e9gies d\u2019acquisition locale<\/b><\/span> devient indispensable.<\/p><p class=\"p1\">En tant que <span class=\"s1\"><b>Responsable Marketing, CRM &amp; Digital<\/b><\/span>, je cherchais \u00e0 tester une nouvelle approche du <span class=\"s1\"><b>drive-to-store<\/b><\/span>, plus fine, plus contextuelle, et surtout plus connect\u00e9e \u00e0 la r\u00e9alit\u00e9 des conducteurs.<\/p><p class=\"p1\">C\u2019est ainsi que je me suis tourn\u00e9 vers un acteur que l\u2019on ne pr\u00e9sente plus : <span class=\"s1\"><b>Waze<\/b><\/span>, r\u00e9cemment int\u00e9gr\u00e9 \u00e0 l\u2019\u00e9cosyst\u00e8me <span class=\"s1\"><b>Google<\/b><\/span>.<\/p><hr \/><h3><b>Pourquoi Waze ? Un GPS communautaire, intelligent et puissant<\/b><\/h3><p class=\"p1\">Waze, c\u2019est bien plus qu\u2019un simple GPS.<\/p><p class=\"p1\">Gr\u00e2ce \u00e0 sa <span class=\"s1\"><b>communaut\u00e9 d\u2019utilisateurs actifs<\/b><\/span>, l\u2019application propose une <span class=\"s1\"><b>cartographie en temps r\u00e9el ultra-fiable<\/b><\/span>, permettant d\u2019<span class=\"s1\"><b>optimiser les trajets<\/b><\/span> en contournant bouchons, ralentissements et incidents.<\/p><p class=\"p1\">\ud83c\udfaf C\u2019est cette intelligence contextuelle que j\u2019ai voulu exploiter \u00e0 des fins marketing.<\/p><hr \/><h3><b>Mon id\u00e9e : r\u00e9inventer le drive-to-store automobile<\/b><\/h3><p class=\"p3\"><span class=\"s2\">Objectif : <\/span><b>r\u00e9f\u00e9rencer nos concessions automobiles<\/b><span class=\"s2\"> dans l\u2019application et <\/span><b>pousser des messages cibl\u00e9s<\/b><span class=\"s2\"> aux automobilistes\u2026<\/span><\/p><p class=\"p1\">\u27a1\ufe0f <span class=\"s1\"><b>uniquement lorsqu\u2019ils sont \u00e0 l\u2019arr\u00eat<\/b><\/span> (feux rouges, embouteillages, stationnements)<\/p><p class=\"p1\">\ud83d\udd27 Une approche qui combine :<\/p><ul><li><p class=\"p1\"><b>g\u00e9olocalisation intelligente<\/b><b><\/b><\/p><\/li><li><p class=\"p1\"><b>exp\u00e9rience utilisateur non intrusive<\/b><b><\/b><\/p><\/li><li><p class=\"p1\"><b>marketing contextualis\u00e9 &amp; mesurable<\/b><\/p><\/li><\/ul><hr \/><h3><b>Une prise de parole chez Google France<\/b><\/h3><p class=\"p3\"><span class=\"s2\">C\u2019est dans ce cadre que j\u2019ai \u00e9t\u00e9 invit\u00e9 \u00e0 <\/span><b>prendre la parole lors d\u2019un \u00e9v\u00e9nement organis\u00e9 chez Google Paris<\/b><span class=\"s2\">, d\u00e9di\u00e9 \u00e0 la <\/span><b>transformation digitale du secteur automobile<\/b><span class=\"s2\">.<\/span><\/p><p class=\"p1\">\ud83c\udfa4 Aux c\u00f4t\u00e9s des \u00e9quipes Waze et d\u2019autres professionnels du secteur, j\u2019ai partag\u00e9 :<\/p><ul><li><p class=\"p1\"><span class=\"s1\">Notre <\/span><b>retour d\u2019exp\u00e9rience sur cette campagne drive-to-store<\/b><b><\/b><\/p><\/li><li><p class=\"p1\"><span class=\"s1\">Les <\/span><b>r\u00e9sultats obtenus en concession<\/b><b><\/b><\/p><\/li><li><p class=\"p1\"><span class=\"s1\">Notre <\/span><b>vision de l\u2019innovation marketing centr\u00e9e utilisateur<\/b><\/p><\/li><\/ul><hr \/><h3><b>\ud83c\udfa5 D\u00e9couvrez mon intervention en vid\u00e9o<\/b><\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-74b7be8 e-flex e-con-boxed e-con e-parent\" data-id=\"74b7be8\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-81c54af elementor-widget elementor-widget-video\" data-id=\"81c54af\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/EOqqMd2sJd8&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9ee683b e-grid e-con-boxed e-con e-parent\" data-id=\"9ee683b\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f31802f elementor-widget elementor-widget-text-editor\" data-id=\"f31802f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p3\"><span class=\"s2\">Un moment enrichissant, inspirant, et surtout r\u00e9v\u00e9lateur de <\/span><b>tout ce que l\u2019on peut faire quand le digital sert le physique intelligemment.<\/b><b><\/b><\/p><hr \/><h2><b>Conclusion<\/b><\/h2><p class=\"p1\">Le marketing automobile n\u2019a jamais \u00e9t\u00e9 aussi excitant \u00e0 repenser.<\/p><p class=\"p1\">Gr\u00e2ce \u00e0 des partenaires comme <span class=\"s1\"><b>Waze<\/b><\/span> et des \u00e9v\u00e9nements tels que celui organis\u00e9 chez <span class=\"s1\"><b>Google<\/b><\/span>, nous avons l\u2019opportunit\u00e9 de construire des strat\u00e9gies plus pertinentes, plus humaines, et surtout <span class=\"s1\"><b>connect\u00e9es au r\u00e9el<\/b><\/span>.<\/p><p class=\"p3\"><b>R\u00e9inventer l\u2019acquisition locale, c\u2019est possible. Il suffit d\u2019oser et de tester.<\/b><b><\/b><\/p><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Dans un secteur automobile en pleine mutation, innover dans les strat\u00e9gies d\u2019acquisition locale devient indispensable. En tant que Responsable Marketing, CRM &amp; Digital, je cherchais \u00e0 tester une nouvelle approche du drive-to-store, plus fine, plus contextuelle, et surtout plus connect\u00e9e \u00e0 la r\u00e9alit\u00e9 des conducteurs. C\u2019est ainsi que je me suis tourn\u00e9 vers un acteur&#8230;<\/p>\n<p><a class=\"read-more\" href=\"https:\/\/othnielsanvee.fr\/en\/strategie-marketing-drive-to-store-avec-waze\/\">Read More<\/a><\/p>","protected":false},"author":2,"featured_media":1427534,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36,53],"tags":[179,336,400,698,780,882,1092],"class_list":["post-1427201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-strategie-de-marque","tag-automobile","tag-crm-et-digital","tag-drive-to-store","tag-mobilite","tag-othniel-sanvee","tag-responsable-marketing","tag-waze"],"_links":{"self":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/posts\/1427201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/comments?post=1427201"}],"version-history":[{"count":0,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/posts\/1427201\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/media\/1427534"}],"wp:attachment":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/media?parent=1427201"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/categories?post=1427201"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/tags?post=1427201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}