{"id":677281,"date":"2022-03-25T09:33:00","date_gmt":"2022-03-25T09:33:00","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?post_type=research-and-insight&#038;p=677281"},"modified":"2025-04-29T14:04:39","modified_gmt":"2025-04-29T12:04:39","slug":"conversations-for-tomorrow-4","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/conversations-for-tomorrow-4\/","title":{"rendered":"Conversations for Tomorrow #4 : Le nouveau visage du marketing"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?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\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:59% 37%\" 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 class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Conversations for Tomorrow #4<\/h1><\/div><h2 class=\"reasearchInsightTitle\">Le nouveau visage du marketing<\/h2><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\/07\/Rapport-Conversations-for-Tomorrow-4.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Rapport<\/span><span class=\"type\">12 MB  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\/07\/Final-Infographic-Conversations-Edition-4.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Infographie<\/span><span class=\"type\">1 MB  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\/conversations-for-tomorrow-4\/\" 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\/conversations-for-tomorrow-4\/\" 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\">Chez Capgemini, nous croyons qu\u2019il est important de recueillir et de comparer les opinions franches de diverses parties prenantes sur les questions commerciales qui fa\u00e7onneront notre avenir collectif.<\/h2><p class=\"intro-para-content\">De cette fa\u00e7on, nous sommes mieux pr\u00e9par\u00e9s \u00e0 saisir les nouvelles opportunit\u00e9s et \u00e0 relever les d\u00e9fis li\u00e9s \u00e0 la complexit\u00e9 de l\u2019environnement \u00e9conomique actuel.<\/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<h2 class=\"wp-block-heading\" id=\"h-le-marketing-se-transforme-pour-demain\">LE MARKETING SE TRANSFORME POUR DEMAIN<\/h2>\n\n\n\n<p>Le marketing \u00e9volue \u2013 en bien et pour le meilleur. Les attentes des parties prenantes ont \u00e9t\u00e9 red\u00e9finies et l\u2019on attend des marques qu\u2019elles agissent de mani\u00e8re responsable et durable et qu\u2019elles apportent une r\u00e9elle valeur aux individus et \u00e0 la soci\u00e9t\u00e9.<\/p>\n\n\n\n<p>Dans la derni\u00e8re \u00e9dition de notre revue trimestrielle,&nbsp;<em>Conversations for Tomorrow<\/em>, nous avons consult\u00e9 plus de 20 leaders d\u2019opinion, dont des dirigeants d\u2019entreprise, des entrepreneurs, des universitaires et nos propres experts, pour discuter des questions qui refl\u00e8tent le nouveau visage du marketing et expliquer comment les directeurs marketing peuvent commencer \u00e0 se pr\u00e9parer \u00e0 relever ces d\u00e9fis.<\/p>\n\n\n\n<p>Ce que nous avons constat\u00e9, c\u2019est que les organisations ax\u00e9es sur un objectif sont gagnantes \u2013 les consommateurs \u00e9prouvent de la reconnaissance \u00e0 l\u2019\u00e9gard des entreprises qui ont \u00ab&nbsp;contribu\u00e9&nbsp;\u00bb pendant la crise sanitaire actuelle et donnent la priorit\u00e9 \u00e0 ces organisations lorsqu\u2019ils envisagent des achats. De mani\u00e8re plus g\u00e9n\u00e9rale, les deux derni\u00e8res ann\u00e9es ont d\u00e9montr\u00e9 qu\u2019il est \u00e0 la fois essentiel et particuli\u00e8rement difficile de cr\u00e9er des liens \u00e9motionnels et de confiance avec les clients dans un monde plus distant.<\/p>\n\n\n\n<p>Les nouveaux modes d\u2019interaction ont \u00e9galement mis l\u2019accent sur les donn\u00e9es en temps r\u00e9el, qui constituent le principal atout des sp\u00e9cialistes marketing. Mais malgr\u00e9 leur utilit\u00e9 \u00e9vidente, elles restent sous-utilis\u00e9es par les organisations marketing, et le d\u00e9veloppement et la reconstruction des comp\u00e9tences autour des donn\u00e9es sont devenus une priorit\u00e9 urgente. Enfin, la collaboration est devenue indispensable, s\u2019\u00e9tendant aux clients et aux nouveaux partenaires alors que les CMO cherchent \u00e0 naviguer dans le nouveau paysage du marketing.<\/p>\n\n\n\n<p>Pour en savoir plus sur la transformation du paysage marketing et le r\u00f4le du CMO,&nbsp;<a href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Rapport-Conversations-for-Tomorrow-4.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">t\u00e9l\u00e9chargez le rapport<\/a>.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing \u00e9volue \u2013 en bien et pour le meilleur. Les attentes des parties prenantes ont \u00e9t\u00e9 red\u00e9finies et l\u2019on attend des marques qu\u2019elles agissent de mani\u00e8re responsable et durable et qu\u2019elles apportent une r\u00e9elle valeur aux individus et \u00e0 la soci\u00e9t\u00e9.<\/p>\n","protected":false},"author":201,"featured_media":677284,"template":"","meta":{"cg_dt_proposed_to":[41],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"02eb9377-c7e1-49ab-8d71-213c0ca0f292\",\"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":"Customer first","featured_focal_points":""},"tags":[],"research-and-insight-type":[42],"theme":[46],"brand":[368],"service":[45],"industry":[],"partners":[],"content-group":[],"class_list":["post-677281","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-conversations-for-tomorrow","theme-customer-first","brand-capgemini-research-institute","service-customer-experience-customer-first"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - 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