{"id":3046,"date":"2025-05-06T16:52:26","date_gmt":"2025-05-06T16:52:26","guid":{"rendered":"https:\/\/ursa.marketing\/?p=3046"},"modified":"2025-05-06T16:52:26","modified_gmt":"2025-05-06T16:52:26","slug":"les-tendances-de-mai-2025-en-marketing-numerique","status":"publish","type":"post","link":"https:\/\/ursa.marketing\/fr\/les-tendances-de-mai-2025-en-marketing-numerique\/","title":{"rendered":"Les tendances de mai 2025 en marketing num\u00e9rique | Copilot, TikTok et la r\u00e9ponse de Google sur l\u2019utilisation de l\u2019IA"},"content":{"rendered":"<h2><b>Recherche Copilot dans Bing : tout ce qu\u2019il faut savoir<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Peu apr\u00e8s le lancement r\u00e9cent du nouveau mod\u00e8le d\u2019intelligence artificielle <\/span><a href=\"https:\/\/blog.google\/products\/search\/ai-mode-search\/\"><span style=\"font-weight: 400;\">AI Mode<\/span><\/a><span style=\"font-weight: 400;\"> par Google, Microsoft annonce \u00e0 son tour le <\/span><a href=\"https:\/\/blogs.bing.com\/search\/April-2025\/Introducing-Copilot-Search-in-Bing?\"><span style=\"font-weight: 400;\">d\u00e9ploiement officiel de Copilot<\/span><\/a> <span style=\"font-weight: 400;\">dans son moteur de recherche Bing. Apr\u00e8s plusieurs mois de d\u00e9veloppement, cette nouvelle fonctionnalit\u00e9 promet de transformer l\u2019exp\u00e9rience de recherche en offrant des r\u00e9ponses plus pertinentes, synth\u00e9tiques et adapt\u00e9es aux besoins des utilisateurs \u00e0 l\u2019aide de l\u2019intelligence artificielle.<\/span><\/p>\n<h3><b>Comment \u00e7a fonctionne?\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Acc\u00e9dez \u00e0 Copilot directement par <\/span><a href=\"http:\/\/bing.com\"><span style=\"font-weight: 400;\">Bing.com<\/span><\/a><span style=\"font-weight: 400;\"> en le s\u00e9lectionnant dans la barre de navigation en haut de la page. Vous pouvez ensuite formuler votre requ\u00eate dans la barre pr\u00e9vue \u00e0 cet effet, ou encore explorer les suggestions propos\u00e9es par Copilot juste en dessous.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Copilot Search in Bing\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/XcUdsQABpzQ?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/ursa.marketing\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><a href=\"https:\/\/copilot.microsoft.com\/chats\/qFrCM7zBqXNvakNz9xSLF\"><span style=\"font-weight: 400;\">Source : Copilot<\/span><\/a><\/p>\n<h3><b>Copilot transforme l\u2019exp\u00e9rience de recherche des utilisateurs\u00a0<\/b><\/h3>\n<p><a href=\"https:\/\/blogs.bing.com\/search\/April-2025\/Introducing-Copilot-Search-in-Bing?\"><span style=\"font-weight: 400;\">Les avantages<\/span><\/a><span style=\"font-weight: 400;\"> d\u2019un tel outil pour les utilisateurs sont nombreux. En effet, Copilot offre des r\u00e9ponses claires, pr\u00e9cises et directement adapt\u00e9es \u00e0 la requ\u00eate, \u00e9vitant ainsi de devoir naviguer parmi de multiples r\u00e9sultats comme sur un moteur de recherche traditionnel. En plus de pr\u00e9senter des informations fiables accompagn\u00e9es de leurs sources, il permet d\u2019approfondir facilement ses recherches gr\u00e2ce \u00e0 des suggestions contextuelles. Aussi, accessible depuis le site Bing ou \u00e0 m\u00eame l\u2019application mobile, Copilot est une solution pratique et intelligente pour obtenir rapidement l\u2019information recherch\u00e9e par l\u2019utilisateur.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3047\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/Capture-decran-le-2025-04-30-a-11.21.48.png\" alt=\"Exemple de l'interface de Copilot\" width=\"769\" height=\"396\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/Capture-decran-le-2025-04-30-a-11.21.48.png 3836w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/Capture-decran-le-2025-04-30-a-11.21.48-300x154.png 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/Capture-decran-le-2025-04-30-a-11.21.48-1024x527.png 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/Capture-decran-le-2025-04-30-a-11.21.48-768x395.png 768w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/Capture-decran-le-2025-04-30-a-11.21.48-1536x790.png 1536w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/Capture-decran-le-2025-04-30-a-11.21.48-2048x1054.png 2048w\" sizes=\"auto, (max-width: 769px) 100vw, 769px\" \/><\/p>\n<p><a href=\"https:\/\/copilot.microsoft.com\/chats\/qFrCM7zBqXNvakNz9xSLF\"><span style=\"font-weight: 400;\">Source : Copilot<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Voil\u00e0, vous \u00eates maintenant pr\u00eat.e \u00e0 optimiser vos recherches et \u00e0 profiter d\u2019une exp\u00e9rience enrichie, plus rapide et plus intelligente \u00e0 l\u2019aide de Copilot par Microsoft!<\/span><\/p>\n<h3><b>Gardez une longueur d\u2019avance : optimisez votre pr\u00e9sence sur Bing\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">M\u00eame si Google conserve une position dominante dans l\u2019univers des moteurs de recherche, <\/span><a href=\"https:\/\/embryo.com\/blog\/top-facts-microsoft-advertising\/?utm_source=chatgpt.com\"><span style=\"font-weight: 400;\">Microsoft progresse r\u00e9guli\u00e8rement en misant sur l\u2019innovation<\/span><\/a><span style=\"font-weight: 400;\">. Gr\u00e2ce \u00e0 l\u2019arriv\u00e9e de Copilot, \u00e0 des outils de ciblage plus performants, \u00e0 une concurrence publicitaire moins f\u00e9roce et \u00e0 des co\u00fbts par clic souvent plus avantageux, Microsoft Advertising s\u2019impose de plus en plus comme une alternative strat\u00e9gique pour les entreprises cherchant \u00e0 maximiser leurs investissements publicitaires.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019arriv\u00e9e de Copilot marque donc une opportunit\u00e9 id\u00e9ale pour commencer \u00e0 envisager s\u00e9rieusement la publicit\u00e9 sur Bing et pour veiller \u00e0 ce que votre fiche entreprise y soit \u00e0 jour. Alors que la plateforme continue de gagner en performance et pr\u00e9voit une croissance soutenue dans les ann\u00e9es \u00e0 venir, il devient essentiel pour les entreprises de demeurer proactives et de garder une longueur d\u2019avance dans un \u00e9cosyst\u00e8me num\u00e9rique en constante \u00e9volution.<\/span><\/p>\n<h2><b>Performances SEO : les \u00e9valuateurs de qualit\u00e9 de Google prennent d\u00e9sormais en compte le contenu g\u00e9n\u00e9r\u00e9 par l\u2019IA<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">En janvier 2025, <\/span><a href=\"https:\/\/searchengineland.com\/google-quality-raters-content-ai-generated-454161\"><span style=\"font-weight: 400;\">Google a mis \u00e0 jour ses directives destin\u00e9es aux \u00e9valuateurs de la qualit\u00e9 de recherche<\/span><\/a><span style=\"font-weight: 400;\">, en int\u00e9grant pour la premi\u00e8re fois une d\u00e9finition explicite de l\u2019IA g\u00e9n\u00e9rative. Bien que Google reconnaisse que l\u2019IA peut \u00eatre un outil utile pour la cr\u00e9ation de contenu, il souligne \u00e9galement les risques d\u2019abus. Les \u00e9valuateurs de Google sont maintenant invit\u00e9s \u00e0 attribuer la note la plus basse aux pages dont le contenu principal est essentiellement g\u00e9n\u00e9r\u00e9 par des outils automatis\u00e9s ou d\u2019IA, surtout si ce contenu manque d\u2019originalit\u00e9, d\u2019effort ou de valeur ajout\u00e9e pour les utilisateurs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cette mise \u00e0 jour refl\u00e8te l\u2019engagement de Google \u00e0 promouvoir un contenu authentique et utile. Les marketers et r\u00e9dacteurs sont donc encourag\u00e9s \u00e0 privil\u00e9gier la qualit\u00e9, l\u2019originalit\u00e9 et l\u2019expertise humaine pour r\u00e9pondre aux attentes des utilisateurs et maintenir une bonne visibilit\u00e9 dans les r\u00e9sultats de recherche.<\/span><\/p>\n<h3><b>Qu\u2019est-ce que les \u00e9valuateurs de qualit\u00e9 Google?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Les \u00e9valuateurs de qualit\u00e9 de Google jouent un r\u00f4le essentiel dans l\u2019am\u00e9lioration des r\u00e9sultats de recherche en analysant les pages selon les crit\u00e8res du <\/span><a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/creating-helpful-content?hl=fr#eat\"><span style=\"font-weight: 400;\">mod\u00e8le E-E-A-T<\/span><\/a> <span style=\"font-weight: 400;\">(exp\u00e9rience, expertise, autorit\u00e9, fiabilit\u00e9). Une fois les contenus pertinents identifi\u00e9s, Google cherche \u00e0 mettre de l\u2019avant ceux qui semblent les plus utiles. C\u2019est l\u00e0 que les \u00e9valuateurs interviennent : leurs retours permettent \u00e0 la plateforme de tester et d\u2019ajuster ses algorithmes pour mieux prioriser les contenus jug\u00e9s fiables et pertinents. Ainsi, un <\/span><i><span style=\"font-weight: 400;\">score<\/span><\/i><span style=\"font-weight: 400;\"> de qualit\u00e9 \u00e9lev\u00e9 peut indirectement renforcer la visibilit\u00e9 organique de votre marque.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3049\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/1701346266625.png\" alt=\"Mod\u00e8le EEAT de Google\" width=\"575\" height=\"302\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/1701346266625.png 1200w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/1701346266625-300x158.png 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/1701346266625-1024x538.png 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/1701346266625-768x403.png 768w\" sizes=\"auto, (max-width: 575px) 100vw, 575px\" \/><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/pulse\/understanding-googles-e-e-a-t-game-changer-seo-content-rahul-tripathi-ujrbf\"><span style=\"font-weight: 400;\">Source : LinkedIn<\/span><\/a><\/p>\n<h2><b>Nouvelle strat\u00e9gie publicitaire sur TikTok : Messaging Ads<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">TikTok continue d\u2019innover en mati\u00e8re de publicit\u00e9 num\u00e9rique en lan\u00e7ant <\/span><a href=\"https:\/\/ads.tiktok.com\/help\/article\/about-tiktok-messaging-ads?lang=fr\"><span style=\"font-weight: 400;\">les annonces de messagerie directe<\/span><\/a><span style=\"font-weight: 400;\">, une fonctionnalit\u00e9 qui permet aux marques d\u2019engager la conversation avec les utilisateurs directement depuis la plateforme. Gr\u00e2ce \u00e0 l\u2019option \u00ab Envoyer un message \u00bb int\u00e9gr\u00e9e aux annonces, les entreprises peuvent susciter une interaction imm\u00e9diate, r\u00e9duisant ainsi le d\u00e9lai d\u2019action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En plus de cr\u00e9er une relation plus directe avec les consommateurs, cette nouvelle fonctionnalit\u00e9 constitue une occasion strat\u00e9gique de capter des prospects qualifi\u00e9s. En \u00e9tant pr\u00e9sents sur une plateforme aussi influente que TikTok, les annonceurs rejoignent leur audience l\u00e0 o\u00f9 elle se trouve.<\/span><\/p>\n<h3><b>Comment \u00e7a fonctionne?\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Lorsqu\u2019un utilisateur clique sur le bouton \u00ab Envoyer un message \u00bb visible sur l\u2019annonce TikTok, il est imm\u00e9diatement redirig\u00e9 vers une interface de messagerie pour entrer en contact avec la marque. Cette redirection peut se faire soit vers la messagerie directe de TikTok, soit vers une application tierce comme Facebook Messenger ou WhatsApp, selon les pr\u00e9f\u00e9rences de l\u2019annonceur. Ce m\u00e9canisme simplifie l\u2019\u00e9change et permet d\u2019engager une conversation en temps r\u00e9el, favorisant une exp\u00e9rience plus fluide et une relation client plus directe.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3051\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/5jqet0ab9qci-68WD9VPUfh2ppsuZGH11JN.png\" alt=\"Exemple d'annonces de messagerie directe de TikTok\" width=\"664\" height=\"392\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/5jqet0ab9qci-68WD9VPUfh2ppsuZGH11JN.png 1906w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/5jqet0ab9qci-68WD9VPUfh2ppsuZGH11JN-300x177.png 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/5jqet0ab9qci-68WD9VPUfh2ppsuZGH11JN-1024x605.png 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/5jqet0ab9qci-68WD9VPUfh2ppsuZGH11JN-768x454.png 768w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/5jqet0ab9qci-68WD9VPUfh2ppsuZGH11JN-1536x907.png 1536w\" sizes=\"auto, (max-width: 664px) 100vw, 664px\" \/><\/p>\n<p><a href=\"https:\/\/ads.tiktok.com\/help\/article\/about-tiktok-messaging-ads?lang=fr\"><span style=\"font-weight: 400;\">Source : TikTok<\/span><\/a><\/p>\n<h2><b>La fin de TikTok Notes le 8 mai 2025<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Dans le but de rivaliser avec Instagram, TikTok avait lanc\u00e9 <\/span><a href=\"https:\/\/notes.tiktok.com\/\"><span style=\"font-weight: 400;\">TikTok Notes<\/span><\/a><span style=\"font-weight: 400;\">, une application d\u00e9di\u00e9e au partage de photos, con\u00e7ue pour compl\u00e9ter l\u2019exp\u00e9rience TikTok. Toutefois, en raison d\u2019un faible taux d\u2019adoption et d\u2019un engagement utilisateur tr\u00e8s limit\u00e9, <\/span><a href=\"https:\/\/www.radiofrance.fr\/mouv\/podcasts\/culture-internet\/culture-internet-du-jeudi-10-avril-2025-6135610\"><span style=\"font-weight: 400;\">TikTok a annonc\u00e9 la fermeture d\u00e9finitive de l\u2019application d\u00e8s le 8 mai, peu de temps apr\u00e8s son introduction.<\/span><\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3053\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/tiktoknotes.webp\" alt=\"Visualisation de l'interface de TikTok Notes\" width=\"723\" height=\"375\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/tiktoknotes.webp 1439w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/tiktoknotes-300x156.webp 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/tiktoknotes-1024x531.webp 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/tiktoknotes-768x398.webp 768w\" sizes=\"auto, (max-width: 723px) 100vw, 723px\" \/><\/p>\n<p><a href=\"https:\/\/www.theverge.com\/news\/643063\/tiktok-notes-shutting-down-instagram-rival\"><span style=\"font-weight: 400;\">Source : The Verge\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Elle est remplac\u00e9e par <\/span><a href=\"https:\/\/www.lemon8-app.com\/\"><span style=\"font-weight: 400;\">Lemon8<\/span><\/a><span style=\"font-weight: 400;\">, une autre plateforme du groupe TikTok, qui permet aux utilisateurs de partager des photos et des vid\u00e9os, en mettant l\u2019accent sur des contenus ax\u00e9s sur le <\/span><i><span style=\"font-weight: 400;\">lifestyle<\/span><\/i><span style=\"font-weight: 400;\">, tout en gardant en t\u00eate les commentaires sur TikTok Notes, afin d\u2019offrir une exp\u00e9rience optimale aux utilisateurs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Malgr\u00e9 sa croissance \u00e0 l\u2019international, la popularit\u00e9 de la plateforme reste \u00e0 confirmer au Canada. En effet, Lemon8 compte un peu plus d\u2019<\/span><a href=\"https:\/\/www.nbcchicago.com\/news\/local\/what-is-lemon8-heres-what-to-know-as-supreme-court-weighs-tiktok-ban\/3643001\/#:~:text=Data%20from%20the%20research%20firm,active%20users%20in%20the%20U.S.\"><span style=\"font-weight: 400;\">un million d\u2019utilisateurs actifs quotidiens aux \u00c9tats-Unis, et environ 12,5 millions d\u2019utilisateurs mensuels dans le monde.<\/span><\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3055\" src=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/IMG_6890.jpeg\" alt=\"Visualisation de l'interface de Lemon8\" width=\"764\" height=\"393\" srcset=\"https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/IMG_6890.jpeg 1978w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/IMG_6890-300x154.jpeg 300w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/IMG_6890-1024x527.jpeg 1024w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/IMG_6890-768x395.jpeg 768w, https:\/\/ursa.marketing\/app\/uploads\/2025\/05\/IMG_6890-1536x791.jpeg 1536w\" sizes=\"auto, (max-width: 764px) 100vw, 764px\" \/><\/p>\n<p><a href=\"https:\/\/techcrunch.com\/2023\/04\/07\/lemon8-bytedance-copy-from-china\/\"><span style=\"font-weight: 400;\">Source : TechCrunch<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recherche Copilot dans Bing : tout ce qu\u2019il faut savoir Peu apr\u00e8s le lancement r\u00e9cent du nouveau mod\u00e8le d\u2019intelligence artificielle &hellip;<\/p>\n","protected":false},"author":12,"featured_media":3058,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25],"tags":[],"class_list":["post-3046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-numerique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - 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