{"id":2498,"date":"2024-06-26T20:16:54","date_gmt":"2024-06-26T20:16:54","guid":{"rendered":"https:\/\/ursa.marketing\/?p=2498"},"modified":"2024-07-30T18:02:02","modified_gmt":"2024-07-30T18:02:02","slug":"les-nouveautes-du-mois-en-marketing-numerique-juillet-2024","status":"publish","type":"post","link":"https:\/\/ursa.marketing\/fr\/les-nouveautes-du-mois-en-marketing-numerique-juillet-2024\/","title":{"rendered":"Les nouveaut\u00e9s du mois en marketing num\u00e9rique | Juillet 2024"},"content":{"rendered":"<h2><b>TikTok annonce de nouveaux outils pour am\u00e9liorer les performances marketing\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Lors de l\u2019\u00e9v\u00e9nement TikTok World 2024, le g\u00e9ant du web a d\u00e9voil\u00e9 plusieurs mises \u00e0 jour visant \u00e0 simplifier l\u2019utilisation de ses outils publicitaires :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/xpndai.medium.com\/what-is-tiktok-symphony-ai-tool-and-how-does-it-help-increase-revenue-ef7ef6c05220\"><span style=\"font-weight: 400;\">TikTok Symphony<\/span><\/a><span style=\"font-weight: 400;\"> : une suite cr\u00e9ative d\u2019intelligence artificielle (IA) regroupant tous les outils d\u2019IA existant \u00e0 ce jour sur TikTok pour faciliter la production de contenu (\u00e9criture de scripts, production de vid\u00e9os, etc.).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/ads.tiktok.com\/business\/creativecenter\/\"><span style=\"font-weight: 400;\">TikTok One Creative Suite<\/span><\/a><span style=\"font-weight: 400;\"> : une plateforme centralisant tous les outils de marketing pr\u00e9sents sur TikTok pour g\u00e9rer efficacement les campagnes marketing.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Am\u00e9liorations d\u2019IA : TikTok a annonc\u00e9 l\u2019am\u00e9lioration de certains outils de pr\u00e9diction et d\u2019automatisation pour un ciblage publicitaire plus pr\u00e9cis.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">TikTok Unified Lift : une nouvelle approche de mesure de performance qui combine les \u00e9tudes d\u2019impact sur la marque (Brand Lift Studies) et les \u00e9tudes de conversion (Conversion Lift Studies). Cette plateforme aide les annonceurs \u00e0 comprendre de mani\u00e8re plus compl\u00e8te la performance de leurs campagnes publicitaires sur TikTok.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Finalement, TikTok a \u00e9galement indiqu\u00e9 que des tests sont en cours pour une fonctionnalit\u00e9 similaire \u00e0 Instagram, permettant d\u2019ajouter des collaborateurs au sein de ses publications. <\/span><a href=\"https:\/\/www.socialmediatoday.com\/news\/tiktoks-testing-collaboration-feature-posts\/715994\/\"><span style=\"font-weight: 400;\">D\u00e9couvrez-en plus ici.<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Nouveaut\u00e9s annonc\u00e9es par Google lors de son \u00e9v\u00e9nement Google Marketing Live (GML)<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Google a d\u00e9voil\u00e9, lors de Google Marketing Live (GML), plusieurs nouveaut\u00e9s pour rendre ses publicit\u00e9s encore plus pertinentes. Gr\u00e2ce \u00e0 l\u2019intelligence artificielle g\u00e9n\u00e9rative, Google propose de nouvelles fa\u00e7ons de cr\u00e9er des exp\u00e9riences publicitaires immersives, de produire des contenus cr\u00e9atifs performants et d\u2019accompagner les consommateurs dans des parcours d\u2019achat de plus en plus complexes. Les am\u00e9liorations incluent :\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Des outils qui augmentent la productivit\u00e9 dans la cr\u00e9ation d\u2019\u00e9l\u00e9ments visuels en permettant d\u2019int\u00e9grer sa charte graphique directement sur Google Ads. De plus, divers outils d\u2019\u00e9dition d\u2019images seront disponibles aux annonceurs pour modifier leurs visuels \u00e0 m\u00eame Google Ads.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le lancement d\u2019annonces immersives, qui donnent vie aux produits pr\u00e9sent\u00e9s par les annonceurs, pour renforcer la confiance des clients. Google offre la possibilit\u00e9 d\u2019int\u00e9grer des essayages virtuels aux annonces Google Shopping et de g\u00e9n\u00e9rer des \u00e9l\u00e9ments 3D pour une meilleure visualisation des produits.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">De nouveaux outils d\u2019intelligence artificielle, appel\u00e9s AI Overview, sont en phase de test aux \u00c9tats-Unis pour les campagnes Search. Ils ont pour objectif d\u2019am\u00e9liorer la pertinence des r\u00e9sultats de recherche de Google, bien que leur d\u00e9ploiement mondial n\u2019ait pas encore \u00e9t\u00e9 annonc\u00e9 officiellement. On vous invite \u00e0 lire cet article pour <\/span><a href=\"https:\/\/nellykempf.substack.com\/p\/les-incroyables-nouveautes-ia-de\"><span style=\"font-weight: 400;\">plus de d\u00e9tails.<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Des am\u00e9liorations de mesure de conversions gr\u00e2ce \u00e0 Google Ads Data Manager qui permettront de combiner plusieurs sources de donn\u00e9es \u00e0 travers une seule et m\u00eame plateforme pour faciliter leur analyse.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>R\u00e9v\u00e9lation de documents sur l\u2019algorithme de recherche Google<\/b><b><\/b><\/h2>\n<p><a href=\"https:\/\/www.theverge.com\/2024\/5\/29\/24167407\/google-search-algorithm-documents-leak-confirmation\"><span style=\"font-weight: 400;\">Plusieurs documents<\/span><\/a><span style=\"font-weight: 400;\"> ont d\u00e9montr\u00e9 que Google n\u2019\u00e9tait pas transparent quant aux crit\u00e8res qu\u2019il pr\u00e9tend utiliser dans son algorithme de recherche. Ces documents fournissent des informations sur les donn\u00e9es que Google recueille, susceptibles d\u2019\u00eatre employ\u00e9es pour le classement des r\u00e9sultats de recherche. Cette fuite pourrait avoir un impact significatif sur les strat\u00e9gies d\u2019optimisation SEO des entreprises.<\/span><b><\/b><\/p>\n<h2><\/h2>\n<h2><b>Avez-vous d\u00e9j\u00e0 envisag\u00e9 d\u2019appara\u00eetre dans les r\u00e9sultats de recherche g\u00e9n\u00e9r\u00e9s par ChatGPT?<\/b><b><\/b><\/h2>\n<p><a href=\"https:\/\/ursa.marketing\/fr\/les-nouveautes-du-mois-en-marketing-numerique-mai-2024\/\"><span style=\"font-weight: 400;\">Dans un pr\u00e9c\u00e9dent article<\/span><\/a><span style=\"font-weight: 400;\">, nous avons explor\u00e9 les impacts potentiels de l\u2019intelligence artificielle sur les r\u00e9sultats de recherche. En effet, l\u2019IA a transform\u00e9 la mani\u00e8re dont les utilisateurs effectuent leurs recherches, d\u2019o\u00f9 l\u2019opportunit\u00e9 int\u00e9ressante pour les entreprises d\u2019\u00eatre pr\u00e9sentes sur ChatGPT.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mais alors, comment fonctionne l\u2019algorithme d\u2019OpenAI? Neil Patel, sp\u00e9cialiste du marketing, a identifi\u00e9 plusieurs crit\u00e8res pris en compte par ChatGPT pour l\u2019affichage des r\u00e9sultats, notamment :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le nombre de mentions de votre marque sur le web<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les avis positifs laiss\u00e9s par les utilisateurs sur votre marque, que ce soit sur votre propre site, Amazon ou d\u2019autres plateformes<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La pertinence des mots-cl\u00e9s entre la requ\u00eate de l\u2019utilisateur et la page de destination<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019anciennet\u00e9 de votre entreprise, avec une pr\u00e9f\u00e9rence accrue pour les entreprises \u00e9tablies depuis plus longtemps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le nombre de recommandations re\u00e7ues d\u2019autres sites web, y compris les articles d\u2019affiliation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019autorit\u00e9 globale de votre entreprise<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pour en savoir plus, consultez <\/span><a href=\"https:\/\/neilpatel.com\/blog\/how-to-rank-your-website-on-chatgpt\/\"><span style=\"font-weight: 400;\">l\u2019article complet<\/span><\/a><span style=\"font-weight: 400;\"> de Neil Patel.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Google Ads lance une nouvelle interface<\/b><\/h2>\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/14846754?hl=fr#:~:text=%C3%80%20partir%20du%2030%20ao%C3%BBt,et%20fonctionnalit%C3%A9s%20existants%20resteront%20disponibles.\"><span style=\"font-weight: 400;\">Google Ads d\u00e9ploie une nouvelle interface<\/span><\/a><span style=\"font-weight: 400;\"> d\u00e9sormais accessible aux annonceurs. M\u00eame si l\u2019ancienne interface reste utilisable, les annonceurs devront obligatoirement adopter le nouveau design de Google Ads \u00e0 partir du 30 ao\u00fbt 2024, date \u00e0 laquelle l\u2019ancienne interface sera d\u00e9finitivement abandonn\u00e9e.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les pages sont maintenant structur\u00e9es autour de cinq cat\u00e9gories principales : campagnes, objectifs, outils, facturation et administration. Nous vous encourageons \u00e0 vous familiariser d\u00e8s aujourd\u2019hui avec cette nouvelle plateforme!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>TikTok annonce de nouveaux outils pour am\u00e9liorer les performances marketing\u00a0 Lors de l\u2019\u00e9v\u00e9nement TikTok World 2024, le g\u00e9ant du web &hellip;<\/p>\n","protected":false},"author":7,"featured_media":2500,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10,25,8,16],"tags":[],"class_list":["post-2498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google","category-marketing-numerique","category-reseaux-sociaux","category-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Actualit\u00e9 en marketing | Juillet 2024 | Blogue | Ursa<\/title>\n<meta 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