{"id":665818,"date":"2021-09-27T05:41:00","date_gmt":"2021-09-27T05:41:00","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?post_type=research-and-insight&#038;p=665818"},"modified":"2025-03-04T04:42:49","modified_gmt":"2025-03-04T03:42:49","slug":"un-nouveau-guide-pour-les-responsables-marketing","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/un-nouveau-guide-pour-les-responsables-marketing\/","title":{"rendered":"Un nouveau guide pour les responsables marketing"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable is-style-default header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2021\/09\/2022-FR-CRI-Nv-guide-pour-les-responsables-marketing.webp?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2021\/09\/2022-FR-CRI-Nv-guide-pour-les-responsables-marketing.webp?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2021\/09\/2022-FR-CRI-Nv-guide-pour-les-responsables-marketing.webp?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2021\/09\/2022-FR-CRI-Nv-guide-pour-les-responsables-marketing.webp?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2021\/09\/2022-FR-CRI-Nv-guide-pour-les-responsables-marketing.webp?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2021\/09\/2022-FR-CRI-Nv-guide-pour-les-responsables-marketing.webp?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2021\/09\/2022-FR-CRI-Nv-guide-pour-les-responsables-marketing.webp?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2021\/09\/2022-FR-CRI-Nv-guide-pour-les-responsables-marketing.webp?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2021\/09\/2022-FR-CRI-Nv-guide-pour-les-responsables-marketing.webp\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer First<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Un nouveau guide pour les responsables marketing<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/04\/Final-Web-Version-CMO-Playbook-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Rapport<\/span><span class=\"type\">2 Mo  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/04\/Final-Infographic-CMO-Playbook-2-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Infographie<\/span><span class=\"type\">451 Ko  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/04\/CMO-Playbook_Synhtese-francais-2-1.pdf\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Synth\u00e8se fran\u00e7aise<\/span><span class=\"type\">868 Ko  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/un-nouveau-guide-pour-les-responsables-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/un-nouveau-guide-pour-les-responsables-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Pourquoi les CMO doivent appliquer le marketing en temps r\u00e9el pour favoriser une croissance durable.<\/h2><p class=\"intro-para-content\">L\u2019avenir du marketing passe par les donn\u00e9es<\/p><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<figure class=\"wp-block-image alignleft size-full is-resized\"><a href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/04\/Final-Web-Version-CMO-Playbook-1.pdf\"><img loading=\"lazy\" decoding=\"async\" width=\"369\" height=\"499\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/08\/2022-FR-Cover-Nouveau-guide-responsable-marketing.jpg\" alt=\"\" class=\"wp-image-682843\" style=\"width:218px;height:295px\" srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/08\/2022-FR-Cover-Nouveau-guide-responsable-marketing.jpg 369w, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/08\/2022-FR-Cover-Nouveau-guide-responsable-marketing.jpg?resize=222,300 222w\" sizes=\"auto, (max-width: 369px) 100vw, 369px\" \/><\/a><\/figure>\n\n\n\n<p>L\u2019essor de la num\u00e9risation et du e-commerce au cours de la derni\u00e8re d\u00e9cennie a connu un pic l\u2019an dernier avec la pand\u00e9mie, d\u00e9clenchant une v\u00e9ritable explosion de donn\u00e9es. Une fois l\u2019effervescence retomb\u00e9e, les entreprises ont pris conscience de l\u2019importance du marketing dans leurs activit\u00e9s et de l\u2019\u00e9largissement des attributions du directeur marketing. Mais les fonctions marketing ont-elles la capacit\u00e9 de produire des r\u00e9sultats ? C\u2019est ce que nous avons voulu savoir.<\/p>\n\n\n\n<p>Pour le dernier rapport du Capgemini Research Institute, \u00ab&nbsp;Un guide pour les responsables marketing : pourquoi les responsables marketing devraient permettre au marketing en temps r\u00e9el de stimuler une croissance durable&nbsp;\u00bb, nous avons interrog\u00e9 1 600 responsables marketing B2C dans les secteurs de l\u2019automobile, de la banque, des biens de consommation, de l\u2019assurance, de la vente au d\u00e9tail, des t\u00e9l\u00e9communications et des services publics dans le monde entier. Nous avons \u00e9galement discut\u00e9 avec 25 directeurs marketing et autres responsables marketing.<\/p>\n\n\n\n<p>Nous avons constat\u00e9 que les donn\u00e9es aident le marketing \u00e0 r\u00e9aliser son potentiel en tant que moteur de croissance et que le marketing en temps r\u00e9el peut aider \u00e0 collecter des donn\u00e9es sur les clients, \u00e0 guider le parcours client, \u00e0 engager les clients de mani\u00e8re proactive, \u00e0 soutenir un contenu personnalis\u00e9 et \u00e0 am\u00e9liorer l\u2019exp\u00e9rience du commerce \u00e9lectronique. Cependant, de nombreux sp\u00e9cialistes du marketing sont confront\u00e9s \u00e0 de s\u00e9rieux d\u00e9fis en termes de capacit\u00e9s, d\u2019acc\u00e8s et de talents. <\/p>\n\n\n\n<p>En fait, seuls 11% des sp\u00e9cialistes du marketing interrog\u00e9s dans le cadre de notre enqu\u00eate sont consid\u00e9r\u00e9s comme des sp\u00e9cialistes du marketing ax\u00e9 sur les donn\u00e9es. Ils m\u00e8nent des initiatives efficaces de marketing en temps r\u00e9el et tirent une grande valeur de leur utilisation \u2013 en obtenant de meilleurs r\u00e9sultats commerciaux et en disposant d\u2019une \u00e9quipe bien rod\u00e9e, comp\u00e9tente en mati\u00e8re de donn\u00e9es et de technologie, ainsi qu\u2019en marketing de base et en comp\u00e9tences g\u00e9n\u00e9rales.<\/p>\n\n\n\n<p>Pour rejoindre les rangs de ces sp\u00e9cialistes du marketing ax\u00e9 sur les donn\u00e9es, les directeurs marketing doivent avoir une vision claire de la strat\u00e9gie marketing et un processus de collecte de donn\u00e9es encadr\u00e9. Ils doivent s\u2019assurer que les talents sont dot\u00e9s d\u2019une base de donn\u00e9es et de comp\u00e9tences cr\u00e9atives, et qu\u2019il existe une collaboration au sein de l\u2019\u00e9cosyst\u00e8me marketing. Enfin, ils doivent r\u00e9imaginer le parcours client avec un engagement en temps r\u00e9el et int\u00e9grer la construction de la marque \u00e0 long terme et les engagements marketing \u00e0 court terme.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/04\/Final-Web-Version-CMO-Playbook-1.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">T\u00e9l\u00e9chargez<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Pourquoi les CMO doivent appliquer le marketing en temps r\u00e9el pour favoriser une croissance durable<\/p>\n","protected":false},"author":103,"featured_media":677702,"template":"","meta":{"cg_dt_proposed_to":[21],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"{\"uuid\":\"c1f8a61e-0377-447d-95cc-5ac32d81108d\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"984c1014-0eec-4de5-a6d0-9ce6fecacee4\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":true,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":46,"primary_term":"","featured_focal_points":""},"tags":[174],"research-and-insight-type":[41],"theme":[46],"brand":[30],"service":[],"industry":[],"partners":[],"content-group":[],"class_list":["post-665818","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-ia-et-data","research-and-insight-type-cri-report","theme-customer-first","brand-capgemini"],"yoast_head":"<!-- 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