{"id":111666,"date":"2019-03-20T20:00:00","date_gmt":"2019-03-21T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/instagram-annonce-un-pas-en-avant-important-pour-le-magasinage\/"},"modified":"2024-12-31T05:03:40","modified_gmt":"2024-12-31T10:03:40","slug":"instagram-annonce-un-pas-en-avant-important-pour-le-magasinage","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/instagram-annonce-un-pas-en-avant-important-pour-le-magasinage\/","title":{"rendered":"Instagram annonce un \u00ab\u2009pas en avant important pour le magasinage\u2009\u00bb"},"content":{"rendered":"<p>Le 19 mars 2019, Instagram a annonc\u00e9 qu\u2019on ajouterait un nouveau moyen d\u2019acheter des produits d\u00e9couverts sur l\u2019application. Les consommateurs am\u00e9ricains peuvent acheter directement sur l\u2019application Instagram des articles de plus de 20 marques diff\u00e9rentes, y inclus Zara, H &#038; M, Outdoor Voices et Uniqlo. La fonctionnalit\u00e9 de paiement permettra aux gens de faire des achats sans avoir recours au navigateur et sans avoir besoin de se connecter et d\u2019entrer leurs informations plusieurs fois.<\/p>\n<p>Les derni\u00e8res nouvelles font suite \u00e0 la s\u00e9rie de mises \u00e0 jour de la derni\u00e8re ann\u00e9e visant \u00e0 faciliter la t\u00e2che des amateurs de magasinage, notamment des balises de produits dans Feed, des \u00e9tiquettes de produits dans Stories et une destination de magasinage dans Explore.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-39540 aligncenter\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Instagram-shopping-update-1.jpg\" alt=\"Screenshots of Instagram's new in-app shopping feature.\" width=\"860\" height=\"430\" \/><\/p>\n<h2>De nouvelles r\u00e8gles de jeu dans l\u2019univers du shopping mobile<\/h2>\n<p>Il est clair qu\u2019Instagram estime que le magasinage repr\u00e9sente une \u00e9norme opportunit\u00e9 d\u2019affaires. Selon <a href=\"https:\/\/www.recode.net\/2019\/3\/19\/18271705\/instagram-shopping-retail-direct-checkout-commerce\" target=\"_blank\" rel=\"noopener\">Ashley Yuki<\/a>, un dirigeant de produit chez Instagram, 130 millions de personnes consultent chaque mois les \u00e9tiquettes de produits dans l\u2019application, contre les 90 millions qu\u2019elles \u00e9taient en septembre. En fait, <a href=\"https:\/\/www.theverge.com\/2018\/9\/4\/17819766\/instagram-shopping-app-e-commerce\" target=\"_blank\" rel=\"noopener\">The Verge<\/a> a annonc\u00e9 l\u2019ann\u00e9e derni\u00e8re que la soci\u00e9t\u00e9 d\u00e9veloppait une application distincte sp\u00e9cialement pour les achats.<\/p>\n<p>La fonctionnalit\u00e9 de paiement sur Instagram a le potentiel de r\u00e9duire consid\u00e9rablement les frictions dans l\u2019exp\u00e9rience d\u2019achat en mode mobile et de raccourcir le parcours de l\u2019acheteur. \u00c9tant donn\u00e9 que les acheteurs pourront stocker une carte de cr\u00e9dit et une adresse de livraison dans l\u2019application, cela signifie que l\u2019achat ne n\u00e9cessitera que quelques clics. Moins les \u00e9tapes n\u00e9cessaires pour effectuer un achat sont nombreuses, plus il est probable que les gens m\u00e8neront le processus \u00e0 terme.<\/p>\n<p>En tant que sp\u00e9cialistes du marketing, nous devons r\u00e9fl\u00e9chir de mani\u00e8re critique au parcours de nos acheteurs et au r\u00f4le que jour chaque canal dans le mix num\u00e9rique. En r\u00e9alit\u00e9, nous ne contr\u00f4lons plus totalement le parcours de l\u2019acheteur, et nous devons aller \u00e0 la rencontre des consommateurs l\u00e0 o\u00f9 ils se trouvent.<\/p>\n<h2>Ce que cela signifie pour les marques et les annonceurs<\/h2>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d065f850529'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d065f850529');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'abac2954-39ca-4f0f-a2d7-0f175625a82e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/abac2954-39ca-4f0f-a2d7-0f175625a82e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'abac2954-39ca-4f0f-a2d7-0f175625a82e'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr-ca\/merci\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>La fonctionnalit\u00e9 de paiement pourrait avoir un impact \u00e0 long terme sur les ventes des petites marques ind\u00e9pendantes, mais pour le moment, cette mise \u00e0 jour semble viser les grandes entreprises bien \u00e9tablies. Adidas, Nike, Burberry et Prada sont quelques-unes des marques pour lesquelles le paiement deviendra disponible dans les prochaines semaines.<\/p>\n<p>Il est \u00e9galement important de noter que cette fonctionnalit\u00e9 est uniquement disponible aux \u00c9tats-Unis pour le moment, et que pour les publications \u00ab\u2009organiques\u2009\u00bb, ce qui signifie que les annonces ne sont pas \u00e9ligibles. Les d\u00e9taillants devront modifier leur strat\u00e9gie \u00ab\u2009organique\u2009\u00bb et se mettre \u00e0 r\u00e9fl\u00e9chir \u00e0 leur contenu en termes d\u2019influence sur la prise de d\u00e9cision, en plus d\u2019inspirer et d\u2019accro\u00eetre la notori\u00e9t\u00e9 de la marque, car le parcours d\u2019achat est maintenant beaucoup plus court.<\/p>\n<p>Toutefois, les publicit\u00e9s \u00e9quip\u00e9es d\u2019une fonction d\u2019achat pourraient bien devenir une mine d\u2019or pour Instagram \u00e0 long terme, en particulier en regard de sp\u00e9culations \u00e0 l\u2019effet que <a href=\"https:\/\/www.recode.net\/2018\/10\/9\/17938356\/facebook-instagram-future-revenue-croissance-kevin-systrom\" target=\"_blank\" rel=\"noopener\">Facebook s\u2019appuiera bient\u00f4t sur Instagram pour l\u2019essentiel de la croissance de ses revenus publicitaires<\/a>. Et avec la possibilit\u00e9 de passer \u00e0 la caisse sans quitter l\u2019application, Instagram sera d\u00e9sormais en mesure de collecter des donn\u00e9es sur ce que vos clients ach\u00e8tent r\u00e9ellement, plut\u00f4t que sur ce qui les int\u00e9resse.<\/p>\n<p>L\u2019av\u00e8nement du paiement direct indique clairement qu\u2019Instagram envisage d\u2019entrer de mani\u00e8re s\u00e9rieuse dans l\u2019ar\u00e8ne du commerce de d\u00e9tail, et nous entendons surveiller de pr\u00e8s l\u2019impact du d\u00e9ploiement de cette fonctionnalit\u00e9.<\/p>\n<p>Pour plus d\u2019informations sur la derni\u00e8re mise \u00e0 jour d\u2019Instagram, lisez <a href=\"https:\/\/business.instagram.com\/blog\/new-to-instagram-shopping-checkout\" target=\"_blank\" rel=\"noopener\">l\u2019annonce officielle<\/a>.<\/p>\n<p>Vous souhaitez savoir comment nous pouvons vous aider avec votre strat\u00e9gie et vos contenus dans les m\u00e9dias sociaux et faire cro\u00eetre votre entreprise ? <a href=\"\/fr-ca\/entrez-en-contact\/\">Contactez-nous<\/a>\u2009!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le 19 mars 2019, Instagram a annonc\u00e9 qu\u2019on ajouterait un nouveau moyen d\u2019acheter des produits d\u00e9couverts sur l\u2019application. Les consommateurs am\u00e9ricains peuvent acheter directement sur l\u2019application Instagram des articles de plus de 20 marques diff\u00e9rentes, y inclus Zara, H &#038; M, Outdoor Voices et Uniqlo. La fonctionnalit\u00e9 de paiement permettra aux gens de faire des [&hellip;]<\/p>\n","protected":false},"author":66,"featured_media":111637,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2892],"tags":[990,2542,2189,1540,1335,1080],"class_list":["post-111666","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media","tag-digital-marketing-6","tag-instagram-2","tag-retail-4","tag-social-media-5-2","tag-social-media-marketing-5","tag-strategy-4"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Instagram annonce un \u00ab\u2009pas en avant important pour le magasinage\u2009\u00bb | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/instagram-annonce-un-pas-en-avant-important-pour-le-magasinage\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Instagram annonce un \u00ab\u2009pas en avant important pour le magasinage\u2009\u00bb | DAC\" \/>\n<meta property=\"og:description\" content=\"Le 19 mars 2019, Instagram a annonc\u00e9 qu\u2019on ajouterait un nouveau moyen d\u2019acheter des produits d\u00e9couverts sur l\u2019application. Les consommateurs am\u00e9ricains peuvent acheter directement sur l\u2019application Instagram des articles de plus de 20 marques diff\u00e9rentes, y inclus Zara, H &#038; M, Outdoor Voices et Uniqlo. La fonctionnalit\u00e9 de paiement permettra aux gens de faire des [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/instagram-annonce-un-pas-en-avant-important-pour-le-magasinage\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-21T01:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-31T10:03:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Instagram-Update-POV.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"430\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tzvi Grosman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" 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