investir en communication

Investir pour sa communication en ligne, c’est investir pour son avenir

De nombreux dirigeants d’entreprises persistent à considérer la communication comme un luxe ou un accessoire qu’ils peuvent ou non choisir d’exploiter pour développer leur entreprise. Mais la légèreté avec laquelle ils traitent parfois la communication en ligne pourrait bien leur être fatale.

Lorsque je présente à un dirigeant d’entreprise les diverses actions de communication qui pourraient renforcer les performances de son entreprise, il finit toujours par me poser deux questions : combien ça coûte ? combien ça va me rapporter ?
Si la réponse à la première interrogation est généralement assez facile à fournir (“Et bien, c’est écrit sur le devis…”), la réponse à la seconde est plus difficile à formuler en termes concrets.

Communication et entreprise

Mesurer le retour sur investissement (ROI) d’une action de communication est si compliqué que je constate bien souvent que la communication, surtout digitale, est plus perçue comme une dépense qu’un investissement. S’il est si difficile d’évaluer le ROI de la communication, c’est sans doute parce que les bénéfices d’une communication réussie concernent l’image de marque, la fidélisation, la réputation, valeurs particulièrement difficiles à traduire en chiffres.

Dans le secteur de la communication, il y a un domaine dans lequel il est encore plus compliqué de convaincre les clients de l’utilité d’une stratégie à long terme : c’est la communication digitale. Faute de supports physiques, il est très difficile de faire entendre qu’il s’agit d’un investissement rentable.

communication et entreprise

Pourtant, la communication traditionnelle, de l’entreprise vers ses cibles, ne porte rien d’autre que le message et l’image qu’elle contient. A l’inverse, les outils de la communication digitale, (sites internet, blogs, réseaux sociaux…) permettent d’obtenir des données qui peuvent s’avérer utiles pour mieux cerner ses cibles et leurs attentes.

Communication et marketing

Les informations ainsi collectées constituent les fondations de la transformation digitale qui devrait être le résultat final d’une stratégie de communication en ligne. Ce rapport à la collecte et à la valorisation des informations est d’ailleurs la marque des entreprises qui réussissent.

Selon une étude menée par le cabinet Roland Berger quant aux entreprises qui ont réalisé leur transformation digitale :

78% constatent une hausse du chiffre d’affaires grâce à une meilleure connaissance de leurs clients et à la création d’offres qui répondent mieux à leurs attentes ;

79% parviennent à optimiser leur fonctionnement en interne et ainsi à gagner en efficacité en réduisant leurs coûts.

A l’opposé, 80% des entreprises qui ont fait faillite en 2013 étaient absentes d’Internet…

Si le site Internet à lui tout seul n’est évidemment pas la raison du succès de certains, il peut être le point de départ et l’atout d’une entreprise performante et innovante.

Il facilite la communication en interne comme en externe. Il permet d’obtenir des renseignements stratégiques sur ses clients et ses prospects. Dans certains cas, il peut également devenir un canal de distribution qui contribuera à la hausse des ventes de l’entreprise.

Le couteau suisse digitale de l’entreprise

communication digitale

Pour résumer, un site internet bien conçu :

  • assure la visibilité de l’entreprise et de ses offres ;
  • centralise les diverses actions de communication en ligne ;
  • formalise le discours commercial ;
  • facilite les échanges internes ;
  • fournit des informations sur les clients et leurs besoins ;
  • peut devenir un canal de distribution.

Correctement traduit dans une langue étrangère, c’est un premier pas à l’international.
Il y peu d’investissements matériels qui peuvent se prévaloir d’être aussi multi-tâches.

Pas mal, pour une dépense de communication, vous ne trouvez pas ?

Céline Bouvier

Fondatrice de l'agence Novadeo, j'accompagne les entreprises dans le développement de leur présence en ligne par la mise en place de leur stratégie inbound marketing. Le reste du temps je me trouve en salle de répétition ou en cours de musique pour m'adonner à ma deuxième passion : le chant.

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