{"id":1414,"date":"2020-08-01T11:00:20","date_gmt":"2020-08-01T09:00:20","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=1414"},"modified":"2023-11-13T11:00:42","modified_gmt":"2023-11-13T10:00:42","slug":"quest-ce-que-le-rgpd-et-quel-est-son-impact-sur-le-marketing-numerique","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/quest-ce-que-le-rgpd-et-quel-est-son-impact-sur-le-marketing-numerique\/","title":{"rendered":"Qu’est-ce que le RGPD et quel est son impact sur le marketing num\u00e9rique ?"},"content":{"rendered":"

Le RGPD (GDPR en anglais) est un r\u00e8glement g\u00e9n\u00e9ral concernant la protection des donn\u00e9es. Mise en vigueur depuis bient\u00f4t 3 ans, le sujet suscite encore et toujours des inqui\u00e9tudes. Nous allons vous donner un aper\u00e7u des nouvelles r\u00e8gles, afin de vous aider \u00e0 comprendre comment la l\u00e9gislation peut influencer votre strat\u00e9gie de marketing num\u00e9rique.<\/p>\n

Qu\u2019est-ce que le RGPD\u00a0?<\/h2>\n

Le R\u00e8glement G\u00e9n\u00e9ral de Protection de donn\u00e9es est entr\u00e9 en vigueur dans l’Union europ\u00e9enne en mai 2018. Il vise \u00e0 donner aux citoyens plus de pouvoir concernant l’acc\u00e8s et l’utilisation de leurs donn\u00e9es. Il a \u00e9merg\u00e9 avec l’objectif de rendre les internautes, propri\u00e9taires de leurs donn\u00e9es et informations personnelles. On entend par l\u00e0 leur adresse (physique ou num\u00e9rique), leur e-mail, leur num\u00e9ro de t\u00e9l\u00e9phone, ainsi que leurs donn\u00e9es personnelles sur les r\u00e9seaux sociaux ou toute autre information utilis\u00e9e dans les m\u00e9dias num\u00e9riques. Alors qu\u2019est-ce que \u00e7a change\u00a0?<\/p>\n

Les internautes, qui sont en m\u00eame temps des clients, disposent d’une plus grande autonomie en ce qui concerne l’utilisation de leurs donn\u00e9es par les entreprises. D’autre part, les entreprises doivent se prot\u00e9ger, dans le respect des dispositions du RGPD. Par cons\u00e9quent, elles doivent redoubler d\u2019attention concernant l\u2019utilisation, l’acc\u00e8s et le traitement des donn\u00e9es personnelles des utilisateurs.<\/p>\n

Quelles sont les bonnes pratiques de marketing num\u00e9rique pour se conformer au RGPD\u00a0?<\/h2>\n

Utilisez le consentement pour capturer des pistes<\/h3>\n

Lorsque vous voulez prospecter via des pages de destination, des formulaires ou des fen\u00eatres contextuelles, utilisez toujours l’option \u00ab Consentement \u00bb, qui s’affiche dans la zone \u00ab\u00a0Param\u00e8tres\u00a0\u00bb (de vos pages de destination et formulaires). \u00c0 l\u2019int\u00e9rieur, une nouvelle bo\u00eete de confirmation s’affiche pour vos prospects. Le but est d\u2019obtenir leur consentement expr\u00e8s en vue de l’acc\u00e8s \u00e0 leurs donn\u00e9es personnelles.<\/p>\n

Utilisez la fonction \u00ab Double opt-in \u00bb pour confirmer les donn\u00e9es de vos utilisateurs et clients<\/h3>\n

Utilisez la fonctionnalit\u00e9 \u00ab\u00a0Double opt-in\u00a0\u00bb pour g\u00e9n\u00e9rer une double confirmation de vos prospects par e-mail. Une fois les prospects convertis, ils recevront un nouvel e-mail dans leur bo\u00eete de r\u00e9ception, leur demandant de confirmer leur consentement \u00e0 l’utilisation de leurs donn\u00e9es.<\/p>\n

Montrez que vous surveillez les donn\u00e9es et comment elles sont contr\u00f4l\u00e9es\u00a0<\/span><\/h3>\n

La fonctionnalit\u00e9 de suivi des prospects consiste \u00e0 tracer les pages auxquelles vos utilisateurs acc\u00e8dent sur votre site Web. Si vous l’utilisez, cr\u00e9ez un message indiquant aux utilisateurs que vous utilisez ces donn\u00e9es. Cela rendra le processus transparent et fiable.\u00a0Pour ce faire, il vous suffit d’acc\u00e9der \u00e0 la zone \u00ab Gestion des leads \u00bb puis \u00e0 \u00ab Lead Tracking \u00bb. Puis effectuez la configuration comme il vous sera indiqu\u00e9.<\/p>\n

Envoyez des e-mails uniquement aux utilisateurs qui ont exprim\u00e9 leur consentement<\/h3>\n

Lorsque vous menez une campagne de marketing par e-mail, vous pouvez utiliser l’option \u00ab\u00a0Envoyer uniquement aux contacts avec le consentement expr\u00e8s\u00a0\u00bb. Pour ne pas enfreindre au RGPD, il est essentiel de n\u2019envoyer des mails qu\u2019aux internautes qui ont exprim\u00e9 leur consentement \u00e0 figurer dans votre base de donn\u00e9es.<\/p>\n

Fournissez des informations sur votre entreprise<\/h3>\n

Lorsque vous effectuez des campagnes de marketing par e-mail, fournissez toujours des informations compl\u00e8tes sur votre entreprise, nom, adresse, description et site Web. Ces informations sont essentielles pour vos clients, mais aussi pour vous. Pourquoi ? Pour s\u00e9curiser votre messagerie et obtenir de meilleurs taux de r\u00e9ception.<\/p>\n

N\u2019obtenez jamais de donn\u00e9es sans le consentement de vos prospects<\/h3>\n

Enfin, il est toujours bon de ne jamais acheter de listes de diffusion. Obtenez toujours les donn\u00e9es de vos prospects et clients de mani\u00e8re transparente, fiable et organique. Si vous n’avez pas encore de liste de prospects, essayez d\u2019en cr\u00e9er une. Pour cela, r\u00e9cup\u00e9rez les donn\u00e9es de vos prospects et produisez un contenu de qualit\u00e9. Ainsi, en plus d’\u00eatre en conformit\u00e9 avec le RGPD, vous serez \u00e9galement en phase avec les meilleures pratiques du Marketing Digital.<\/p>\n

\"D\u00e9couvrez<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Le RGPD (GDPR en anglais) est un r\u00e8glement g\u00e9n\u00e9ral concernant la protection des donn\u00e9es. Mise en vigueur depuis bient\u00f4t 3…<\/p>\n","protected":false},"author":6,"featured_media":3199,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[857,4],"tags":[],"class_list":["post-1414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-blog-pour-les-clients-comeup","category-web"],"yoast_head":"\nLe RGPD et son impact sur le marketing digital | Experts ComeUp<\/title>\n<meta name=\"description\" content=\"Le RGPD est en vigueur depuis bient\u00f4t 3 ans. 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