{"id":1647,"date":"2022-01-17T09:00:00","date_gmt":"2022-01-17T09:00:00","guid":{"rendered":"https:\/\/fr.venngage.com\/blog\/?p=1647"},"modified":"2022-02-15T06:36:35","modified_gmt":"2022-02-15T06:36:35","slug":"depensent-budgets-de-marketing","status":"publish","type":"post","link":"https:\/\/fr.venngage.com\/blog\/depensent-budgets-de-marketing\/","title":{"rendered":"Comment les principaux directeurs de la communication d\u00e9pensent-ils leurs budgets de marketing ?"},"content":{"rendered":"<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-45321 lazy-loaded\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/Data-Story-Marketing-Budgets-Blog-Header.png\" alt=\"Data Story Marketing Budgets \" width=\"1999\" height=\"1000\" data-lazy-type=\"image\" data-src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/Data-Story-Marketing-Budgets-Blog-Header.png\"><br \/>\n<span style=\"font-weight: 400;\">Les budgets marketing explosent, alors m\u00eame que la pand\u00e9mie continue de se propager dans certains pays.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les experts pr\u00e9voient que les d\u00e9penses totales en marketing aux \u00c9tats-Unis d\u00e9passeront les 250 milliards de dollars en 2021.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mais comment les CMO d\u00e9pensent-ils r\u00e9ellement cet argent ?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Qu&#8217;est-ce qui est le plus important pour le r\u00e9sultat net \u00e0 l&#8217;avenir ?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Et comment vont-ils utiliser ces fonds de marketing dans une toute nouvelle \u00e8re ?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jetons un coup d&#8217;\u0153il.<\/span><\/p>\n<div style=\"margin: 0px auto; position: relative; height: 0px; overflow: hidden; max-width: 700px; padding-bottom: 600px;\"><iframe style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: 0px; overflow: hidden; max-width: 700px;\" src=\"https:\/\/venngage.net\/pe\/fFTjHuvEXRM?border=false\"><\/iframe><\/div>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<h2><b>Comment les CMO d\u00e9pensent-ils leur budget ?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Quel que soit le secteur dans lequel vous op\u00e9rez, il y a quelques \u00e9l\u00e9ments qui vont absorber une grande partie de votre budget marketing.<\/span><\/p>\n<p><a href=\"https:\/\/emtemp.gcom.cloud\/ngw\/globalassets\/en\/marketing\/documents\/cmo-spend-survey-part2.pdf\"><span style=\"font-weight: 400;\">Selon les principaux CMO,<\/span><\/a><span style=\"font-weight: 400;\"> il s<\/span><span style=\"font-weight: 400;\">&#8216;agit notamment de la main-d&#8217;\u0153uvre, des technologies de marketing, des services d&#8217;agence et des m\u00e9dias payants.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Comme vous pouvez le voir ci-dessous, chacune d&#8217;entre elles repr\u00e9sente une part \u00e0 peu pr\u00e8s \u00e9gale du budget total :<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-45326 lazy-loaded\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image8-3.png\" alt=\"Data Story Marketing Budgets\" width=\"600\" height=\"600\" data-lazy-type=\"image\" data-src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image8-3.png\"><\/p>\n<p><span style=\"font-weight: 400;\">En un an, la valeur totale de toutes les entreprises de marketing tech a augment\u00e9 de 22 % pour atteindre 121 milliards de dollars ! On peut donc s&#8217;attendre \u00e0 ce qu&#8217;une part plus importante du budget soit consacr\u00e9e aux technologies du marketing et \u00e0 l&#8217;automatisation \u00e0 l&#8217;avenir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D&#8217;autant plus que 68 % des CMO pr\u00e9voient de d\u00e9penser davantage en marketing tech en 2021.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les canaux num\u00e9riques, tels que les publicit\u00e9s num\u00e9riques, le marketing des m\u00e9dias sociaux et les recherches payantes, ont absorb\u00e9 81 % du budget, le reste \u00e9tant constitu\u00e9 d&#8217;\u00e9v\u00e9nements et d&#8217;efforts de marketing hors ligne.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-45331 lazy-loaded\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image1-1.png\" alt=\"Data Story Marketing Budgets\" width=\"600\" height=\"600\" data-lazy-type=\"image\" data-src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image1-1.png\"><\/p>\n<p><span style=\"font-weight: 400;\">\u00c0 l&#8217;avenir, de nombreux directeurs marketing affirment que les budgets consacr\u00e9s \u00e0 ces efforts vont en fait augmenter. En fait, 78 % d&#8217;entre eux pensent qu&#8217;ils d\u00e9penseront davantage pour les publicit\u00e9s num\u00e9riques et le marketing des m\u00e9dias sociaux en 2021.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-45327 lazy-loaded\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image7-1.png\" alt=\"Data Story Marketing Budgets\" width=\"600\" height=\"600\" data-lazy-type=\"image\" data-src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image7-1.png\"><\/p>\n<p><span style=\"font-weight: 400;\">Le marketing \u00e9v\u00e9nementiel et le marketing hors ligne subiront la plus forte baisse de budget, un quart des directeurs de la communication d\u00e9clarant qu&#8217;ils vont diminuer cette ann\u00e9e.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sans surprise, l&#8217;argent qui aurait \u00e9t\u00e9 consacr\u00e9 aux \u00e9v\u00e9nements et conf\u00e9rences en personne a \u00e9t\u00e9 r\u00e9duit, 44 % d&#8217;entre elles annulant des \u00e9v\u00e9nements ou passant au virtuel.<\/span><\/p>\n<div class=\"typeform-widget\" style=\"width: 100%; height: 500px;\" data-url=\"https:\/\/form.typeform.com\/to\/TPdGAmov?typeform-medium=embed-snippet\"><\/div>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<div class=\"typeform-widget\" style=\"width: 100%; height: 500px;\" data-url=\"https:\/\/form.typeform.com\/to\/TPdGAmov?typeform-medium=embed-snippet\"><\/div>\n<p><script>\/\/ <![CDATA[\n(function() { var qs,js,q,s,d=document, gi=d.getElementById, ce=d.createElement, gt=d.getElementsByTagName, id=\"typef_orm\", b=\"https:\/\/embed.typeform.com\/\"; if(!gi.call(d,id)) { js=ce.call(d,\"script\"); js.id=id; js.src=b+\"embed.js\"; q=gt.call(d,\"script\")[0]; q.parentNode.insertBefore(js,q) } })()<br \/>\n\/\/ ]]><\/script><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<h2><b>L&#8217;avenir<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Au milieu de la pand\u00e9mie, les d\u00e9penses de marketing ont chut\u00e9 \u00e0 244,7 milliards de dollars aux \u00c9tats-Unis, mais les experts pensent qu&#8217;elles remonteront \u00e0 250 milliards de dollars ou plus en 2021.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Environ la moiti\u00e9 des directeurs de la communication pensent que les d\u00e9penses reviendront \u00e0 la normale d&#8217;ici un an environ, lorsque le monde commencera \u00e0 se rouvrir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Toutefois, 44 % d&#8217;entre eux d\u00e9clarent que leurs budgets vont diminuer de 5 \u00e0 15 % apr\u00e8s des ann\u00e9es de stabilit\u00e9.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-45328 lazy-loaded\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image5-1.png\" alt=\"Data Story Marketing Budgets\" width=\"600\" height=\"600\" data-lazy-type=\"image\" data-src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image5-1.png\"><\/p>\n<p><span style=\"font-weight: 400;\">La plupart d&#8217;entre eux semblent vouloir rester dans leur voie et ne pas introduire une tonne de nouveaux produits sur de nouveaux march\u00e9s. Seuls 6 % des directeurs marketing ont d\u00e9clar\u00e9 que leurs entreprises adopteraient cette approche en 2021.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-45329 lazy-loaded\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image4-1.png\" alt=\"Data Story Marketing Budgets\" width=\"600\" height=\"600\" data-lazy-type=\"image\" data-src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image4-1.png\"><\/p>\n<p><span style=\"font-weight: 400;\">La majorit\u00e9, soit environ 80 %, a d\u00e9clar\u00e9 qu&#8217;elle s&#8217;en tiendrait aux produits existants et n&#8217;introduirait de nouveaux produits que sur un march\u00e9 existant.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<h2><b>L&#8217;image de marque, l&#8217;image de marque, l&#8217;image de marque<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">En 2021, l&#8217;image de marque sera tr\u00e8s importante dans tous les secteurs, 33 % des directeurs de la communication ayant d\u00e9clar\u00e9 qu&#8217;il s&#8217;agissait de l&#8217;une de <\/span><a href=\"https:\/\/emtemp.gcom.cloud\/ngw\/globalassets\/en\/marketing\/documents\/cmo-spend-survey-part1.pdf\"><span style=\"font-weight: 400;\">leurs principales capacit\u00e9s strat\u00e9giques<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-45330 lazy-loaded\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image3-1.png\" alt=\"Data Story Marketing Budgets\" width=\"600\" height=\"600\" data-lazy-type=\"image\" data-src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image3-1.png\"><\/p>\n<p><span style=\"font-weight: 400;\">C&#8217;est la premi\u00e8re ann\u00e9e que la strat\u00e9gie de marque occupe l&#8217;une des premi\u00e8res places et d\u00e9passe l&#8217;analyse marketing, comme vous pouvez le voir ci-dessus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L&#8217;analyse semble avoir perdu de son importance car de nombreux directeurs marketing ne savent toujours pas comment mettre en \u0153uvre une plateforme d&#8217;analyse efficace. Il est donc beaucoup plus difficile de prouver au reste de l&#8217;entreprise la n\u00e9cessit\u00e9 d&#8217;une plateforme d&#8217;analyse marketing co\u00fbteuse lorsque les budgets sont serr\u00e9s.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c0 l&#8217;avenir, de nombreux directeurs de la communication <\/span><a href=\"https:\/\/emtemp.gcom.cloud\/ngw\/globalassets\/en\/marketing\/documents\/cmo-spend-survey-part1.pdf\"><span style=\"font-weight: 400;\">estiment que la sant\u00e9 de la marque <\/span><\/a><span style=\"font-weight: 400;\">sera plus importante que sa notori\u00e9t\u00e9, ce qui est tout \u00e0 fait logique.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-45332 lazy-loaded\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image2-1.png\" alt=\"Data Story Marketing Budgets\" width=\"600\" height=\"600\" data-lazy-type=\"image\" data-src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/04\/image2-1.png\"><\/p>\n<p><span style=\"font-weight: 400;\">Lors d&#8217;une pand\u00e9mie ou d&#8217;une autre perturbation de la vie &#8220;normale&#8221;, il sera beaucoup plus facile de vendre davantage aux clients actuels plut\u00f4t que de se lancer dans de nouvelles industries ou de nouveaux groupes d\u00e9mographiques.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Il est donc crucial de veiller \u00e0 ce que votre marque continue \u00e0 toucher les clients actuels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<h2><b>Sources<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Guttmann, A. &#8220;Sujet : Technologie du marketing&#8221;. <\/span><i><span style=\"font-weight: 400;\">Statista<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><a href=\"http:\/\/www.statista.com\/topics\/4317\/marketing-technology\/\"><span style=\"font-weight: 400;\">www.statista.com\/topics\/4317\/marketing-technology\/&nbsp;<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Statista. &#8221; Taille de l&#8217;industrie des technologies de marketing dans le monde entier 2018-2019 &#8220;. <\/span><i><span style=\"font-weight: 400;\">Statista<\/span><\/i><span style=\"font-weight: 400;\">, 22 juillet 2020, www.statista.com\/statistics\/661020\/marketing-technology-revenue.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Statista. &#8221; Allocation des budgets marketing dans le monde 2020, par segment &#8220;. <\/span><i><span style=\"font-weight: 400;\">Statista<\/span><\/i><span style=\"font-weight: 400;\">, 18 mars 2021, www.statista.com\/statistics\/254393\/allocation-of-marketing-budgets-worldwide-by-channel.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">&#8220;The Annual CMO Spend Survey Research&#8221;. <\/span><i><span style=\"font-weight: 400;\">Gartner<\/span><\/i><span style=\"font-weight: 400;\">, www.gartner.com\/en\/marketing\/research\/annual-cmo-spend-survey-research. Consult\u00e9 le 26 avril 2021.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Les budgets marketing explosent, alors m\u00eame que la pand\u00e9mie continue de se propager dans certains pays. Les experts pr\u00e9voient que les d\u00e9penses totales en marketing aux \u00c9tats-Unis d\u00e9passeront les 250 milliards de dollars en 2021. Mais comment les CMO d\u00e9pensent-ils r\u00e9ellement cet argent ? Qu&#8217;est-ce qui est le plus important pour le r\u00e9sultat net \u00e0 [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":1655,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[9],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Les experts pr\u00e9voient que les d\u00e9penses totales de marketing aux \u00c9tats-Unis d\u00e9passeront les 250 milliards de dollars en 2021. Mais comment les directeurs marketing d\u00e9pensent-ils r\u00e9ellement cet argent ? 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