{"id":83767,"date":"2025-06-25T16:08:28","date_gmt":"2025-06-25T15:08:28","guid":{"rendered":"https:\/\/www.freshpies.co.uk\/?p=83767"},"modified":"2025-06-25T16:08:28","modified_gmt":"2025-06-25T15:08:28","slug":"mise-a-jour-du-2e-trimestre-tour-dhorizon-du-marketing-numerique","status":"publish","type":"post","link":"https:\/\/www.freshpies.co.uk\/fr\/q2-update-digital-marketing-roundup\/","title":{"rendered":"Mise \u00e0 jour du T2 - Tour d'horizon du marketing num\u00e9rique"},"content":{"rendered":"<h3><b>Nous sommes \u00e0 mi-parcours de l'ann\u00e9e. Je vais vous tenir la main pour vous demander ceci.... Chers sp\u00e9cialistes du marketing num\u00e9rique, \u00e7a va ?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Dans le prolongement de notre <a href=\"https:\/\/www.freshpies.co.uk\/fr\/bilan-du-premier-trimestre-en-matiere-de-marketing-numerique\/\">Mise \u00e0 jour du 1er trimestre<\/a> Pour tous ceux qui ne sont pas chroniquement en ligne, voici une liste rapide des choses qui m'ont emp\u00each\u00e9 de dormir au cours du deuxi\u00e8me trimestre. L'industrie du r\u00e9f\u00e9rencement s'arrache les cheveux \u00e0 cause de l'attribution opaque de l'AIO et de la baisse du trafic, et une r\u00e8gle pour le marketing des aliments moins sains au Royaume-Uni a \u00e9t\u00e9 report\u00e9e \u00e0 l'ann\u00e9e suivante. <\/span><a href=\"https:\/\/questions-statements.parliament.uk\/written-statements\/detail\/2025-05-22\/hcws652\"><span style=\"font-weight: 400;\">l'ann\u00e9e prochaine<\/span><\/a><span style=\"font-weight: 400;\">. Instagram est sur le point d'ouvrir son contenu aux robots des moteurs de recherche, de sorte que les utilisateurs consentants pourraient voir leurs photos et leurs histoires appara\u00eetre en mode AI et ChatGPT. A surveiller... WhatsApp a annonc\u00e9 l'arriv\u00e9e des publicit\u00e9s, TikTok n'a toujours pas disparu (de toute fa\u00e7on, tout le monde s'est d\u00e9sint\u00e9ress\u00e9 de cette histoire), et un repr\u00e9sentant de Google a qualifi\u00e9 l'internet de <\/span><a href=\"https:\/\/www.searchenginejournal.com\/google-ceo-sundar-pichai-discusses-fate-of-the-human-created-web\/548936\/\"><span style=\"font-weight: 400;\">Web cr\u00e9\u00e9 par l'homme<\/span><\/a><span style=\"font-weight: 400;\">... pas du tout inqui\u00e9tant, ni un aper\u00e7u d'un cauchemar dystopique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Comme il se doit, les principales mises \u00e0 jour de ce trimestre sont centr\u00e9es sur l'IA.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-left counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenu<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table des mati\u00e8res\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.freshpies.co.uk\/fr\/q2-update-digital-marketing-roundup\/#SEO_is_now_AEO_AIO_SXO_GEO%E2%80%A6\" >SEO est maintenant AEO, AIO, SXO, GEO...<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.freshpies.co.uk\/fr\/q2-update-digital-marketing-roundup\/#AI_Asset_Generation_for_Google_Meta_TikTok_Ads\" >G\u00e9n\u00e9ration d'actifs AI pour les publicit\u00e9s Google, Meta et TikTok<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.freshpies.co.uk\/fr\/q2-update-digital-marketing-roundup\/#Instagram_Is_Fighting_To_Stay_In_The_Game\" >Instagram se bat pour rester dans la course<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"SEO_is_now_AEO_AIO_SXO_GEO%E2%80%A6\"><\/span><b>SEO est maintenant AEO, AIO, SXO, GEO...<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Alors que les LLM comme ChatGPT atteignent 1 milliard d'utilisateurs par jour <\/span><a href=\"https:\/\/www.visualcapitalist.com\/chatgpt-lags-far-behind-google-in-daily-search-volume\/\"><span style=\"font-weight: 400;\">recherches<\/span><\/a><span style=\"font-weight: 400;\">et les aper\u00e7us de l'IA sur le moteur de recherche de votre choix sont clairement plac\u00e9s au premier plan, le travail consistant \u00e0 placer votre contenu sous les bons yeux est devenu exponentiellement plus difficile et plein d'acronymes nouveaux.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vous souvenez-vous de l'\u00e9poque o\u00f9 le r\u00e9f\u00e9rencement se r\u00e9sumait aux termes on, off et technical ? Ces colonnes ont \u00e9t\u00e9 redessin\u00e9es en Optimisation du moteur de r\u00e9ponse, Optimisation de l'IA, Optimisation de l'exp\u00e9rience de recherche et Optimisation du moteur Gen Ai.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Qu'est-ce que cela signifie pour les personnes qui ne travaillent pas dans le domaine du r\u00e9f\u00e9rencement mais qui savent que c'est important ? Les choses sont compliqu\u00e9es et le trafic diminue alors que les impressions semblent augmenter. Les moteurs de recherche ajoutent la fonction d'interpr\u00e9tation des r\u00e9sultats par l'IA et d\u00e9placent l'indexation de ces r\u00e9sultats plus bas dans la page. Cela entra\u00eene une baisse du trafic, m\u00eame si l'on peut esp\u00e9rer que ce trafic soit de meilleure qualit\u00e9. Cela reste \u00e0 voir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En ce qui concerne les donn\u00e9es de trafic de l <\/span><a href=\"https:\/\/www.linkedin.com\/pulse\/how-google-ai-mode-keeps-users-lily-ray-lp7ye\/?trackingId=BlgxzIHnQeGgMStTkPlEOw%3D%3D\"><span style=\"font-weight: 400;\">Mode AI<\/span><\/a><span style=\"font-weight: 400;\"> d\u00e9ploy\u00e9e par Google en <\/span><a href=\"http:\/\/searchengineland.com\/google-ai-mode-finally-rolling-out-to-all-users-in-the-u-s-456982\"><span style=\"font-weight: 400;\">Am\u00e9rique<\/span><\/a><span style=\"font-weight: 400;\">ou la vue d'ensemble de l'IA ? <\/span><a href=\"https:\/\/searchengineland.com\/google-ai-mode-traffic-data-search-console-457076\"><span style=\"font-weight: 400;\">Murky<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"AI_Asset_Generation_for_Google_Meta_TikTok_Ads\"><\/span><b>G\u00e9n\u00e9ration d'actifs AI pour les publicit\u00e9s Google, Meta et TikTok<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Une b\u00e9n\u00e9diction mitig\u00e9e arrive ce trimestre, avec les grandes plateformes qui introduisent le support Gen AI pour la cr\u00e9ation d'actifs dans leurs publicit\u00e9s. Les fonctionnalit\u00e9s varieront d'une plateforme \u00e0 l'autre, certaines permettant de transformer des images en vid\u00e9os, d'autres de g\u00e9n\u00e9rer enti\u00e8rement un mod\u00e8le portant votre article \u00e0 partir d'une image de base.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C'est une excellente nouvelle pour les sp\u00e9cialistes du marketing qui disposent de peu de ressources et pour les PME qui sont dans la m\u00eame situation, mais ce que cela signifie pour l'exp\u00e9rience des utilisateurs et les r\u00e9actions aux publicit\u00e9s n'est pas clair.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esp\u00e9rons que nous aurons plus de donn\u00e9es \u00e0 ce sujet d'ici le prochain trimestre. En attendant, si vos flux commencent \u00e0 se ressembler, vous aurez une id\u00e9e de ce qui suit <\/span><a href=\"https:\/\/www.nature.com\/articles\/s41562-025-02173-x?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=newsletter_axiosam&amp;stream=top\"><span style=\"font-weight: 400;\">pourquoi<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b><img decoding=\"async\" class=\"size-full wp-image-83771 aligncenter\" src=\"https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG.png\" alt=\"\" width=\"878\" height=\"572\" srcset=\"https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG.png 878w, https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG-300x195.png 300w, https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG-768x500.png 768w, https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG-18x12.png 18w, https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/IG-350x228.png 350w\" sizes=\"(max-width: 878px) 100vw, 878px\" \/><\/b><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Instagram_Is_Fighting_To_Stay_In_The_Game\"><\/span><b>Instagram se bat pour rester dans la course<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Il y a eu une avalanche de nouvelles fonctionnalit\u00e9s sur Instagram ces derniers temps, trop nombreuses pour \u00eatre list\u00e9es dans la mise \u00e0 jour Q2 pour \u00eatre honn\u00eate ! R\u00e9organiser votre grille et cr\u00e9er un lien vers votre Spotify, c'est bien. Mais les v\u00e9ritables am\u00e9liorations sont plus int\u00e9ressantes. Vous pouvez d\u00e9sormais poster discr\u00e8tement sans avertir vos followers, ce que j'appelle le mode furtif. Les r\u00e9capitulatifs de donn\u00e9es sont de plus en plus faciles d'acc\u00e8s. Et le d\u00e9ploiement des bobines d'essai est \u00e0 surveiller. Je n'\u00e9tais pas convaincu par le contenu prot\u00e9g\u00e9 par un mot de passe, mais tout ce qui ouvre la voie aux tests A\/B me pla\u00eet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nous attendons simplement que la plupart d'entre eux sortent au Royaume-Uni.<\/span><\/p>\n<h3><b>Derni\u00e8re tranche<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Voil\u00e0 pour le deuxi\u00e8me trimestre. Confus, un peu chaotique, parfois prometteur. Le grand th\u00e8me ? L'IA s'insinue dans tout, que nous soyons pr\u00eats ou non. Le SEO est en pleine crise d'identit\u00e9, les plateformes publicitaires poussent des outils d'IA g\u00e9n\u00e9riques sans r\u00e9ponses claires sur l'efficacit\u00e9, et Instagram fait tout son possible pour rester dans le groupe de discussion. Nous verrons bien ce qui restera.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En attendant, respirez profond\u00e9ment, hydratez-vous et ne croyez pas tout ce que vous dit votre rapport de trafic.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Pour tous ceux qui ne sont pas chroniquement en ligne, voici une liste rapide des choses qui m'ont emp\u00each\u00e9 de dormir au cours du deuxi\u00e8me trimestre. L'industrie du r\u00e9f\u00e9rencement s'arrache les cheveux \u00e0 cause de l'attribution opaque de l'AIO et de la baisse du trafic, et une r\u00e8gle pour le marketing des aliments moins sains au Royaume-Uni a \u00e9t\u00e9 repouss\u00e9e \u00e0 l'ann\u00e9e prochaine. Instagram est sur le point d'ouvrir son contenu aux robots des moteurs de recherche, de sorte que les utilisateurs consentants pourraient voir leurs photos et leurs histoires appara\u00eetre en mode AI et ChatGPT. A suivre... WhatsApp a annonc\u00e9 l'arriv\u00e9e des publicit\u00e9s, TikTok n'a toujours pas disparu (de toute fa\u00e7on, tout le monde s'est d\u00e9sint\u00e9ress\u00e9 de cette histoire), et un repr\u00e9sentant de Google a qualifi\u00e9 l'internet de \"web cr\u00e9\u00e9 par l'homme\"... ce qui n'est pas du tout inqui\u00e9tant, ni un aper\u00e7u d'un cauchemar dystopique.<\/p>","protected":false},"author":9,"featured_media":83769,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1174],"tags":[],"class_list":["post-83767","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Q2 Update - Digital Marketing Roundup - Fresh Pies<\/title>\n<meta name=\"description\" content=\"For everyone else not chronically online, here\u2019s a quick Q2 Update - Digital Marketing Roundup of everything that&#039;s happened last quarter.\" \/>\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.freshpies.co.uk\/fr\/mise-a-jour-du-2e-trimestre-tour-dhorizon-du-marketing-numerique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Q2 Update - Digital Marketing Roundup\" \/>\n<meta property=\"og:description\" content=\"For everyone else not chronically online, here\u2019s a quick Q2 Update - Digital Marketing Roundup of everything that&#039;s happened last quarter.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.freshpies.co.uk\/fr\/mise-a-jour-du-2e-trimestre-tour-dhorizon-du-marketing-numerique\/\" \/>\n<meta property=\"og:site_name\" content=\"Fresh Pies\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/freshpiesdigital\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-25T15:08:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/06\/q2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"890\" \/>\n\t<meta property=\"og:image:height\" content=\"590\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sonnie Spenser\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@freshpies\" \/>\n<meta name=\"twitter:site\" content=\"@freshpies\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sonnie Spenser\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/q2-update-digital-marketing-roundup\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/q2-update-digital-marketing-roundup\\\/\"},\"author\":{\"name\":\"Sonnie Spenser\",\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/#\\\/schema\\\/person\\\/8d381e059c7d72b8d27cd8d9f17d42c6\"},\"headline\":\"Q2 Update &#8211; 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