{"id":178,"date":"2018-04-16T09:52:37","date_gmt":"2018-04-16T07:52:37","guid":{"rendered":"http:\/\/smilingpeople\/2018\/04\/16\/etude-conseil-des-ventes-les-reseaux-sociaux-et-le-marketing-des-ventes-aux-encheres-en-2018\/"},"modified":"2026-05-18T00:08:37","modified_gmt":"2026-05-17T22:08:37","slug":"etude-conseil-des-ventes-les-reseaux-sociaux-et-le-marketing-des-ventes-aux-encheres-en-2018","status":"publish","type":"post","link":"https:\/\/great-artmag.com\/en\/etude-conseil-des-ventes-les-reseaux-sociaux-et-le-marketing-des-ventes-aux-encheres-en-2018\/","title":{"rendered":"[\u00c9tude] Comment les r\u00e9seaux sociaux transforment les ench\u00e8res publiques ?"},"content":{"rendered":"

Le Conseil des Ventes a confi\u00e9 \u00e0 l’Observatoire Social Media une \u00e9tude sur les enjeux du web social. L’objectif est de d\u00e9terminer les leviers de visibilit\u00e9 pour les maisons de vente. En effet, l’engouement pour les ench\u00e8res “live” et l’utilisation d’Instagram red\u00e9finissent l’achat d’art en ligne.<\/b><\/p>\n

Qu’est-ce que le parcours d’achat digital aux ench\u00e8res ?<\/h3>\n

D\u00e9finition du parcours d’achat digital aux ench\u00e8res :<\/b> Il s’agit du processus par lequel un collectionneur d\u00e9couvre, suit et acquiert une \u0153uvre d’art via les r\u00e9seaux sociaux et les plateformes de vente en ligne. Ce parcours utilise les hashtags, le streaming vid\u00e9o en direct (live) et le commerce mobile pour d\u00e9clencher l’acte d’achat.<\/p>\n

L’impact du web social sur les maisons de vente<\/h3>\n

Les m\u00e9dias sociaux transforment profond\u00e9ment le secteur des ench\u00e8res publiques. Aujourd’hui, un acheteur peut d\u00e9couvrir une \u0153uvre sur son smartphone et finaliser son achat en quelques clics.<\/p>\n

Voici les chiffres cl\u00e9s qui illustrent cette transformation :<\/p>\n

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    450 000 internautes<\/b> ont suivi en direct la vente du Salvator Mundi<\/i> de L\u00e9onard de Vinci sur Facebook.<\/p>\n<\/li>\n

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    L’essor d’Instagram :<\/b> Les collectionneurs rep\u00e8rent d\u00e9sormais les \u0153uvres directement sur les comptes des maisons de vente, comme ce fut le cas pour une \u0153uvre de Kaws chez Tajan.<\/p>\n<\/li>\n

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    La visibilit\u00e9 par les mots-cl\u00e9s :<\/b> L’usage des hashtags (#) permet de cibler instantan\u00e9ment des acheteurs passionn\u00e9s dans le monde entier.<\/p>\n<\/li>\n<\/ul>\n

    Pourquoi le live et le mobile boostent-ils l’e-commerce ?<\/h3>\n

    Le march\u00e9 de l’art s’adapte \u00e0 la croissance globale du commerce \u00e9lectronique. Selon la Fevad, les volumes de commandes en ligne en France affichent une progression constante. De plus, les achats r\u00e9alis\u00e9s depuis un t\u00e9l\u00e9phone mobile connaissent une hausse spectaculaire. Les salles de ventes ont donc un int\u00e9r\u00eat strat\u00e9gique majeur \u00e0 renforcer leur pr\u00e9sence digitale. Le d\u00e9veloppement des ench\u00e8res “live” interactives devient un outil indispensable pour capter cette nouvelle client\u00e8le connect\u00e9e.<\/p>\n

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    Le Conseil des Ventes a confi\u00e9 \u00e0 l’Observatoire Social Media une \u00e9tude sur les enjeux du web social. L’objectif est de d\u00e9terminer les leviers de visibilit\u00e9 pour les maisons de vente. En effet, l’engouement pour les ench\u00e8res “live” et l’utilisation d’Instagram red\u00e9finissent l’achat d’art en ligne. Qu’est-ce que le parcours d’achat digital aux ench\u00e8res ? […]<\/p>\n","protected":false},"author":1,"featured_media":464,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1466],"tags":[26],"class_list":["post-178","post","type-post","status-publish","format-standard","has-post-thumbnail","category-social-media","tag-etude-web-social"],"yoast_head":"\n[\u00c9tude] Comment les r\u00e9seaux sociaux transforment les ench\u00e8res publiques ? - GREAT-ARTMAG<\/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:\/\/great-artmag.com\/en\/etude-conseil-des-ventes-les-reseaux-sociaux-et-le-marketing-des-ventes-aux-encheres-en-2018\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[\u00c9tude] Comment les r\u00e9seaux sociaux transforment les ench\u00e8res publiques ? - GREAT-ARTMAG\" \/>\n<meta property=\"og:description\" content=\"Le Conseil des Ventes a confi\u00e9 \u00e0 l’Observatoire Social Media une \u00e9tude sur les enjeux du web social. 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