{"id":14755,"date":"2017-08-14T10:50:21","date_gmt":"2017-08-14T08:50:21","guid":{"rendered":"https:\/\/www.codeur.com\/blog\/?p=14755"},"modified":"2025-09-12T16:38:18","modified_gmt":"2025-09-12T14:38:18","slug":"marketing-chatbots-inspiration","status":"publish","type":"post","link":"https:\/\/www.codeur.com\/blog\/marketing-chatbots-inspiration\/","title":{"rendered":"Web marketing&nbsp;: 6 marques qui utilisent intelligemment les chatbots"},"content":{"rendered":"<p>Les chatbots sont pour les marques une nouvelle fa\u00e7on originale d\u2019interagir avec leurs clients, et l&#8217;utilisation massive des outils de messagerie comme Facebook Messenger les rend de plus en plus incontournables.<\/p>\n<p>Ces bots de conversation automatiques peuvent se montrer tr\u00e8s efficaces s&#8217;ils sont utilis\u00e9s intelligemment et, cerise sur le g\u00e2teau, ils peuvent \u00eatre cr\u00e9\u00e9s <a href=\"https:\/\/www.codeur.com\/blog\/creer-chatbot-sans-coder\/\" target=\"_blank\" rel=\"noopener noreferrer\">sans \u00e9crire une ligne de code<\/a>.<\/p>\n<p>Voici justement quelques exemples d&#8217;utilisation concr\u00e8te de chatbots par des marques dans leur strat\u00e9gie web marketing.<\/p>\n<h2>National Geographic<\/h2>\n<p>Pour promouvoir sa s\u00e9rie Genius, centr\u00e9e sur le personnage d&#8217;Albert Einstein, la cha\u00eene National Geographic a eu une tr\u00e8s bonne id\u00e9e promotionnelle&nbsp;: cr\u00e9er un chatbot qui vous permet de discuter avec le c\u00e9l\u00e8bre scientifique.<br \/>\n<img decoding=\"async\" class=\"aligncenter size-full wp-image-14757\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-1.png\" alt=\"\" width=\"300\" height=\"533\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-1.png 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-1-169x300.png 169w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-1-270x480.png 270w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><br \/>\nEn entrant dans l&#8217;intimit\u00e9 du personnage d&#8217;Einstein, qui r\u00e9agit avec beaucoup d&#8217;humour et d&#8217;esprit, l&#8217;utilisateur ne peut qu&#8217;avoir envie de regarder la s\u00e9rie pour le conna\u00eetre encore mieux.<br \/>\nMalheureusement, le bot est maintenant inactif, suite \u00e0 la diffusion de la s\u00e9rie.<\/p>\n<h2>Est\u00e9e Lauder<\/h2>\n<p>La marque de cosm\u00e9tique Est\u00e9e Lauder est bien implant\u00e9e au Royaume-Uni, o\u00f9 elle a lanc\u00e9 un chatbot tr\u00e8s pertinent.<\/p>\n<p>Il utilise habilement les informations Facebook (photos, notamment) de l&#8217;utilisateur pour lui recommander instantan\u00e9ment le fond de teint le plus adapt\u00e9 \u00e0 sa peau.<br \/>\n<img decoding=\"async\" class=\"aligncenter size-full wp-image-14758\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-2.png\" alt=\"\" width=\"300\" height=\"533\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-2.png 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-2-169x300.png 169w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-2-270x480.png 270w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><br \/>\nIl oriente ensuite l&#8217;utilisateur vers le magasin Est\u00e9e Lauder le plus proche afin d&#8217;essayer son maquillage&nbsp;: une utilisation intelligente du chatbot pour faire une offre personnalis\u00e9e et attirer le prospect en magasin.<\/p>\n<blockquote><p><strong>\u00c0 lire aussi&nbsp;:<\/strong> <a href=\"https:\/\/www.codeur.com\/pages\/combien-coute-chatbot\">Combien co\u00fbte un chatbot&nbsp;?<\/a><\/p><\/blockquote>\n<h2>Duolingo<\/h2>\n<p>Duolingo est l&#8217;une des meilleures plateformes d&#8217;apprentissage de langues \u00e9trang\u00e8res, et son utilisation des chatbots n&#8217;y est pas pour rien.<\/p>\n<p>Comme le PDG de Duilingo l&#8217;a expliqu\u00e9 <a href=\"https:\/\/www.theguardian.com\/technology\/2016\/oct\/06\/duolingo-chatbots-learning-language\" target=\"_blank\" rel=\"noopener noreferrer\">au journal The Guardian<\/a>, l&#8217;entreprise avait d&#8217;abord pour id\u00e9e de mettre en relation deux locuteurs de langues diff\u00e9rentes (par exemple un fran\u00e7ais souhaitant apprendre l&#8217;anglais avec un anglophone natif).<\/p>\n<p>Toutefois, il s&#8217;est rapidement rendu compte que beaucoup de gens \u00e9taient &#8220;g\u00ean\u00e9s de parler dans une langue \u00e9trang\u00e8re avec quelqu&#8217;un d&#8217;autre&#8221;, de surcro\u00eet avec un locuteur natif.<br \/>\n<img decoding=\"async\" class=\"aligncenter size-full wp-image-14759\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-4.png\" alt=\"\" width=\"300\" height=\"533\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-4.png 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-4-169x300.png 169w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-4-270x480.png 270w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><br \/>\nC&#8217;est pourquoi Duolingo a eu l&#8217;id\u00e9e de les remplacer par des chatbots, ce qui pr\u00e9sente diff\u00e9rents avantages&nbsp;:<\/p>\n<ul>\n<li>D&#8217;abord, ils sont disponibles \u00e0 toute heure du jour et de la nuit, contrairement \u00e0 un interlocuteur humain ;<\/li>\n<li>De plus, &#8220;les robots ne portent pas de jugement&#8221;, ce qui r\u00e9duit consid\u00e9rablement la g\u00eane ressentie par les utilisateurs lorsqu&#8217;ils pratiquent une langue \u00e9trang\u00e8re.<\/li>\n<\/ul>\n<h2>H&amp;M<\/h2>\n<p>La fameuse enseigne de pr\u00eat-\u00e0-porter H&amp;M ne pouvait pas passer \u00e0 c\u00f4t\u00e9 de la tendance chatbot.<br \/>\nDisponible sur Kik, le bot H&amp;M permet, en r\u00e9pondant \u00e0 quelques questions, d&#8217;obtenir des recommandations de tenues personnalis\u00e9es&nbsp;: homme ou femme&nbsp;? Plut\u00f4t \u00e9l\u00e9gant ou d\u00e9contract\u00e9&nbsp;?<br \/>\n<img decoding=\"async\" class=\"aligncenter size-full wp-image-14761\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-6.png\" alt=\"\" width=\"300\" height=\"533\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-6.png 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-6-169x300.png 169w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-6-270x480.png 270w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><br \/>\nSelon vos caract\u00e9ristiques et vos envies, le chatbot vous guide vers des v\u00eatements qui pourraient vous plaire et que vous pourriez avoir envie d&#8217;acheter.<\/p>\n<h2>Optimus Prime<\/h2>\n<p>Pour la promotion du dernier film de la saga Transformers, un chatbot mettant en sc\u00e8ne Optimus Prime, le chef des Autobots a \u00e9t\u00e9 cr\u00e9\u00e9.<\/p>\n<p>\u00c0 travers un jeu de questions-r\u00e9ponses, Optimus Prime tente de percer \u00e0 jour votre personnalit\u00e9 et de savoir si vous penchez plut\u00f4t du c\u00f4t\u00e9 des Autobots ou des cruels Decepticons.<br \/>\n<img decoding=\"async\" class=\"aligncenter size-full wp-image-14762\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-7.png\" alt=\"\" width=\"300\" height=\"533\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-7.png 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-7-169x300.png 169w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-7-270x480.png 270w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><br \/>\nUne promotion originale et interactive qui donne envie d&#8217;aller au cin\u00e9ma.<\/p>\n<h2>Franceinfo<\/h2>\n<p>L&#8217;actualit\u00e9 a aussi sa place parmi les chatbots.<\/p>\n<p>Celui de Franceinfo, par exemple, permet de recevoir des alertes info personnalis\u00e9es par th\u00e8me, \u00e0 la fr\u00e9quence que vous souhaitez&nbsp;: exit les notifications incessantes au moindre fait divers.<br \/>\n<img decoding=\"async\" class=\"aligncenter size-full wp-image-14760\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-5.png\" alt=\"\" width=\"300\" height=\"533\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-5.png 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-5-169x300.png 169w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/08\/chatbot-marketing-5-270x480.png 270w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><br \/>\nChoisissez les th\u00e9matiques qui vous int\u00e9ressent, ou encore la r\u00e9gion de votre c\u0153ur pour recevoir des actualit\u00e9s adapt\u00e9es \u00e0 vos envies.<\/p>\n<p>Besoin d&#8217;un chatbot personnalis\u00e9 et unique pour booster votre marketing web&nbsp;? <a href=\"https:\/\/www.codeur.com\/developpeur\" target=\"_blank\" rel=\"noopener noreferrer\">Trouvez un d\u00e9veloppeur freelance<\/a> sur codeur.com.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les chatbots sont pour les marques une nouvelle fa\u00e7on originale d\u2019interagir avec leurs clients, et l&#8217;utilisation massive des outils de messagerie comme Facebook Messenger les rend de plus en plus incontournables. Ces bots de conversation automatiques peuvent se montrer tr\u00e8s efficaces s&#8217;ils sont utilis\u00e9s intelligemment et, cerise sur le g\u00e2teau, ils peuvent \u00eatre cr\u00e9\u00e9s sans [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":14766,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11],"tags":[147],"class_list":["post-14755","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","tag-inspiration"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Web marketing : 6 marques qui utilisent intelligemment les chatbots<\/title>\n<meta name=\"description\" content=\"Les chatbots sont pour les marques une nouvelle fa\u00e7on originale d\u2019interagir avec leurs clients, et 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