{"id":54421,"date":"2026-05-27T14:57:46","date_gmt":"2026-05-27T12:57:46","guid":{"rendered":"https:\/\/karma-communication-group.com\/?post_type=blog_post&#038;p=54421"},"modified":"2026-05-27T16:13:52","modified_gmt":"2026-05-27T14:13:52","slug":"ere-parcours-client-2","status":"publish","type":"blog_post","link":"https:\/\/karma-communication-group.com\/en\/blog-post\/ere-parcours-client-2\/","title":{"rendered":"La nouvelle \u00e8re du parcours client"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"54421\" class=\"elementor elementor-54421\" data-elementor-post-type=\"blog_post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-76e145b elementor-section-full_width elementor-section-stretched elementor-section-height-default elementor-section-height-default\" data-id=\"76e145b\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0351ebb\" data-id=\"0351ebb\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e35b904 elementor-widget elementor-widget-eael-content-ticker\" data-id=\"e35b904\" data-element_type=\"widget\" data-widget_type=\"eael-content-ticker.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"eael-ticker-wrap\" id=\"eael-ticker-wrap-e35b904\"><div class=\"ticker-badge\">\n                    <span>KARMA COMMUNICATION GROUP<\/span>\n                <\/div><div class=\"eael-ticker\">\n                <div class=\"swiper swiper-8 eael-content-ticker swiper-container-e35b904\" data-pagination=\".swiper-pagination-e35b904\" data-arrow-next=\".swiper-button-next-e35b904\" data-arrow-prev=\".swiper-button-prev-e35b904\" data-effect=\"slide\" data-speed=\"400\" data-autoplay=\"2000\" data-loop=\"1\" data-arrows=\"1\">\n                    <div class=\"swiper-wrapper\"><div class=\"swiper-slide\">\n        <div class=\"ticker-content\">\n            <a href=\"https:\/\/karma-communication-group.com\/en\/blog-post\/karma-honneur-grazia\/\" class=\"ticker-content-link\">Karma \u00e0 l&#8217;honneur dans Grazia<\/a>\n        <\/div>\n    <\/div><div class=\"swiper-slide\">\n        <div class=\"ticker-content\">\n            <a href=\"https:\/\/karma-communication-group.com\/en\/blog-post\/snack-content\/\" class=\"ticker-content-link\">Snack content : tendance ou menace pour votre strat\u00e9gie ?<\/a>\n        <\/div>\n    <\/div><div class=\"swiper-slide\">\n        <div class=\"ticker-content\">\n            <a href=\"https:\/\/karma-communication-group.com\/en\/blog-post\/podcast-marque\/\" class=\"ticker-content-link\">Podcast de marque : le format qui fid\u00e9lise<\/a>\n        <\/div>\n    <\/div><div class=\"swiper-slide\">\n        <div class=\"ticker-content\">\n            <a href=\"https:\/\/karma-communication-group.com\/en\/blog-post\/reach-suffit-plus\/\" class=\"ticker-content-link\">Le reach ne suffit plus : ce que les algorithmes attendent d\u00e9sormais<\/a>\n        <\/div>\n    <\/div><\/div>\n\t\t\t\t<\/div> <div class=\"content-ticker-pagination\"><div class=\"swiper-button-next swiper-button-next-e35b904\"><i class=\"fas fa-angle-right\"><\/i><\/div><div class=\"swiper-button-prev swiper-button-prev-e35b904\"><i class=\"fas fa-angle-left\"><\/i><\/div><\/div><\/div>\n\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-61d8012 elementor-widget elementor-widget-heading\" data-id=\"61d8012\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Le reach ne suffit plus : ce que les algorithmes attendent d\u00e9sormais<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5d4412f elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5d4412f\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4fa832c\" data-id=\"4fa832c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0ab7583 elementor-widget elementor-widget-image\" data-id=\"0ab7583\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"2560\" height=\"1440\" src=\"https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Le-reach-ne-suffit-plus_KarmaNews.jpg\" class=\"attachment-full size-full wp-image-54478\" alt=\"Karma Reach ne suffit plus\" srcset=\"https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Le-reach-ne-suffit-plus_KarmaNews.jpg 2560w, https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Le-reach-ne-suffit-plus_KarmaNews-300x169.jpg 300w, https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Le-reach-ne-suffit-plus_KarmaNews-1024x576.jpg 1024w, https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Le-reach-ne-suffit-plus_KarmaNews-768x432.jpg 768w, https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Le-reach-ne-suffit-plus_KarmaNews-1536x864.jpg 1536w, https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Le-reach-ne-suffit-plus_KarmaNews-2048x1152.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-0395f07 e-flex e-con-boxed e-con e-parent\" data-id=\"0395f07\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-8b0ca14 e-con-full e-flex e-con e-child\" data-id=\"8b0ca14\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-a3345a0 e-con-full e-flex e-con e-child\" data-id=\"a3345a0\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-a3aa36e e-con-full e-flex e-con e-child\" data-id=\"a3aa36e\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-737d0af e-con-full e-flex e-con e-child\" data-id=\"737d0af\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b9510c6 elementor-widget elementor-widget-heading\" data-id=\"b9510c6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Le parcours a chang\u00e9<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e5a0ea6 e-con-full e-flex e-con e-child\" data-id=\"e5a0ea6\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-b645028 e-con-full e-flex e-con e-child\" data-id=\"b645028\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-dc5d332 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"dc5d332\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"494\" height=\"582\" src=\"https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Rectangle-37-2.png\" class=\"attachment-large size-large wp-image-54343\" alt=\"\" srcset=\"https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Rectangle-37-2.png 494w, https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Rectangle-37-2-255x300.png 255w\" sizes=\"(max-width: 494px) 100vw, 494px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4633a34 e-con-full e-flex e-con e-child\" data-id=\"4633a34\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3fc4d42 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"3fc4d42\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"[content-visibility:auto] [contain-intrinsic-size:auto_400px] pb-8 -mb-8 print:[content-visibility:visible]\"><div data-test-render-count=\"2\"><div class=\"mb-1 mt-6 group\"><div class=\"flex flex-col items-end gap-1\"><div class=\"group relative inline-flex gap-2 bg-bg-300 rounded-xl pl-2.5 py-2.5 break-words text-text-100 transition-all max-w-[75ch] flex-col !px-4 max-w-[85%]\" data-user-message-bubble=\"true\"><div class=\"flex flex-row gap-2 relative\"><div class=\"flex-1\"><div class=\"font-large !font-user-message grid grid-cols-1 gap-2 py-0.5 relative [&amp;_ul]:!space-y-0 [&amp;_ol]:!space-y-0 [&amp;_ul]:pl-8 [&amp;_ol]:pl-8\" data-testid=\"user-message\"><p class=\"whitespace-pre-wrap break-words\">Le marketing n&#8217;est pas devenu plus complexe. Le parcours client, oui. Les ads ne sont plus le syst\u00e8me, mais le point d&#8217;entr\u00e9e. Aujourd&#8217;hui, le client navigue entre pub, r\u00e9seaux sociaux, site, avis, recherches et messages priv\u00e9s. Chaque \u00e9tape compte. Les clics ne convertissent pas les marques. Ce sont les \u00e9cosyst\u00e8mes qui font la diff\u00e9rence. Et les marques qui gagnent sont celles qui ont pens\u00e9 chaque point de contact comme une opportunit\u00e9 de renforcer la confiance, pas seulement de vendre.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-697e5f0 e-con-full e-flex e-con e-child\" data-id=\"697e5f0\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-2689464 e-con-full e-flex e-con e-child\" data-id=\"2689464\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-e70aa2e e-con-full e-flex e-con e-child\" data-id=\"e70aa2e\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e16ac56 elementor-widget elementor-widget-heading\" data-id=\"e16ac56\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Les r\u00e9seaux sociaux sont un espace de d\u00e9cision<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9c27c92 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"9c27c92\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Les r\u00e9seaux sociaux ne sont plus seulement du branding. Ils sont une couche de d\u00e9cision. C&#8217;est l\u00e0 que la confiance se construit et que l&#8217;intention se forme. Si vos r\u00e9seaux ne convainquent pas, rien d&#8217;autre ne compensera. Un beau site ne suffit pas non plus. Sans logique, psychologie et s\u00e9quen\u00e7age, le design reste d\u00e9coratif. Le visiteur ne cherche pas \u00e0 \u00eatre impressionn\u00e9 : il cherche \u00e0 \u00eatre rassur\u00e9, guid\u00e9, et convaincu que vous \u00eates la bonne r\u00e9ponse \u00e0 son probl\u00e8me.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b0f40cc e-con-full e-flex e-con e-child\" data-id=\"b0f40cc\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-695ff07 elementor-widget elementor-widget-image\" data-id=\"695ff07\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"494\" height=\"582\" src=\"https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Rectangle-36-2.png\" class=\"attachment-large size-large wp-image-54345\" alt=\"\" srcset=\"https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Rectangle-36-2.png 494w, https:\/\/karma-communication-group.com\/wp-content\/uploads\/2026\/05\/Rectangle-36-2-255x300.png 255w\" sizes=\"(max-width: 494px) 100vw, 494px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ad3106 elementor-widget elementor-widget-heading\" data-id=\"4ad3106\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Construire un parcours qui reconvertit <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e2fc1a elementor-widget elementor-widget-text-editor\" data-id=\"6e2fc1a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tVendre aujourd\u2019hui, c\u2019est orchestrer un syst\u00e8me coh\u00e9rent, pas multiplier les actions. La confiance pr\u00e9c\u00e8de le trafic, les r\u00e9seaux font partie du funnel, le site doit convertir et les messages s\u2019aligner \u00e0 chaque point de contact. \u2028 Les ads ne sont pas magiques : <span style=\"font-weight: bold;\">elles amplifient simplement ce qui existe d\u00e9j\u00e0.<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9427863 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"9427863\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/karma-communication-group.com\/contact-karma-agence-communication-globale\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Nous contacter<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b14d798 elementor-widget elementor-widget-spacer\" data-id=\"b14d798\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-57a7ce5 elementor-widget elementor-widget-spacer\" data-id=\"57a7ce5\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e769be2 elementor-widget elementor-widget-text-editor\" data-id=\"e769be2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Vous avez un projet de campagne de communication ? Nous serions ravis de vous aider \u00e0 concevoir et \u00e0 mettre en forme vos projets.<br>\n<a style=\"color: #3c9e75;\" href=\"https:\/\/karma-communication-group.com\/contact-us\/\" target=\"_blank\" rel=\"noopener\">Contactez notre agence de communication.<\/a><\/p>\n<p>Pour en savoir plus, d\u00e9couvrez nos prestations. L\u2019\u00e9quipe Karma Communication Group.<br>\n<a style=\"color: #3c9e75;\" href=\"https:\/\/www.instagram.com\/karma_communication_group\/\" target=\"_blank\" rel=\"noopener\">Suivez-nous sur les r\u00e9seaux sociaux.<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Dans la nouvelle \u00e8re du parcours client, ce ne sont plus les ads qui convertissent : ce sont les \u00e9cosyst\u00e8mes.<\/p>\n","protected":false},"author":12,"featured_media":54341,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","tags":[],"blog-category":[199],"class_list":["post-54421","blog_post","type-blog_post","status-publish","has-post-thumbnail","hentry","blog-category-homepage"],"acf":[],"_links":{"self":[{"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/blog_post\/54421"}],"collection":[{"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/blog_post"}],"about":[{"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/types\/blog_post"}],"author":[{"embeddable":true,"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/comments?post=54421"}],"version-history":[{"count":9,"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/blog_post\/54421\/revisions"}],"predecessor-version":[{"id":54461,"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/blog_post\/54421\/revisions\/54461"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/media\/54341"}],"wp:attachment":[{"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/media?parent=54421"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/tags?post=54421"},{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/karma-communication-group.com\/en\/wp-json\/wp\/v2\/blog-category?post=54421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}