Cet article a pour source l’étude « L’avenir des compétences et des technologies dans la zone ANZ »
Le rapport de Marketo intitulé « Marketing 2025 : The future of skills and technology in marketing across Australia and New Zealand » – développé en partenariat avec Which-50 et ADMA – a demandé aux spécialistes du marketing de prédire quels seront leurs priorités et outils marketing en 2025.
Il est prévu que d’ici 2025 :
- la valeur de la vie du client deviendra la priorité numéro un
- la génération de prospects sera beaucoup moins importante
- le marketing deviendra un centre technologique, et
- les compétences générales en marketing seront presque totalement démodées.
Marketing 2025 – Priorités
Aujourd’hui, les trois principaux indicateurs clés de performance (ICP) du marketing sont la fidélisation de la clientèle, la génération de pistes et la valeur du cycle de vie des clients. D’ici 2025, les spécialistes du marketing s’attendent à ce que la fidélisation de la clientèle passe au deuxième rang et que la génération de pistes tombe au sixième rang des priorités. La valeur du cycle de vie des clients sera le principal indicateur clé de performance en 2025.
Pourquoi cette baisse de la génération de leads ? Les spécialistes du marketing pensent que l’indicateur clé de performance diminuera à mesure que la relation avec les consommateurs passera du stade de la transaction à celui de l’expérience. Cette baisse attendue est la plus forte dans les petites entreprises – 65 % des responsables marketing des petites entreprises pour lesquelles la génération de leads est une priorité aujourd’hui ne pensent pas qu’elle le sera en 2025. Cette évolution est l’un des changements les plus importants de l’enquête.
Marketing 2025 – Compétences
D’énormes changements sont prévus dans le domaine des compétences en marketing. De nombreuses compétences marketing niches et émergentes qui commencent à prendre de l’importance aujourd’hui dirigeront les équipes en 2025, tandis que quelques tâches actuelles déclineront ou seront « automatisées jusqu’à l’oubli ».
Le marketing deviendra un pôle technologique. Les compétences les plus demandées couvriront l’analyse, les données, les insights, le CX, l’UX, l’IA et l’apprentissage automatique, pour n’en citer que quelques-unes.
Les compétences qui connaissent la croissance la plus rapide en termes d’importance attendue sont l’IA et le neuromarketing. Aujourd’hui, 6 % des spécialistes du marketing disent avoir besoin de capacités d’IA pour l’apprentissage automatique, et 60 % disent qu’ils en auront besoin en 2025. Le neuromarketing fait un bond de 8% à 52% sur la même échelle. L’analyse sophistiquée des données, la technologie fondamentale derrière ces deux tendances, sera la compétence la plus importante de l’équipe marketing en 2025, selon les répondants.
Les compétences marketing généralistes devraient être totalement démodées. Aujourd’hui, 65 % des personnes interrogées citent le marketing généraliste comme une compétence de leur équipe, alors que 13 % seulement pensent qu’elle sera l’une des plus importantes en 2025.
La technologie en 2025
Aujourd’hui, les trois principaux outils utilisés par les spécialistes du marketing sont le marketing par courrier électronique, le marketing sur les médias sociaux et la gestion de la relation client. Aucun de ces outils ne figure dans le trio de tête prévu pour 2025. La pile technologique « rêvée » en 2025 est la suivante :
- Analyse/visualisation des données
- IA/apprentissage automatique pour la diffusion de contenu
- La gestion des relations clients.
La gestion de la relation client est tombée à la cinquième place, tandis que le marketing par courrier électronique et les médias sociaux n’ont pas fait partie du top 10. L’e-mail et les médias sociaux feront toujours partie de ce mélange de rêve, mais les spécialistes du marketing prévoient qu’il sera dirigé par l’IA. La micro-segmentation avancée, la RV et les chatbots ont également le vent en poupe.
« Le jury n’a pas encore tranché », déclare un responsable marketing d’une grande banque qui a participé à l’étude. « De nouvelles technologies et de nouveaux canaux apparaissent à un rythme toujours plus rapide. L’apprentissage automatique et l’IA seront sans aucun doute des domaines de croissance, mais je ne suis pas si sûr que l’email et les médias sociaux soient ce qu’ils vont remplacer – ils pourraient plutôt les améliorer. »
Également, vous pouvez consulter notre article sur le marketing durable en 2022.
Incredible! This blog looks exactly like my old one! It’s on a totally different topic but
it has pretty much the same page layout and design. Outstanding choice of colors!
Wow, wonderful blog layout! How long have you been blogging for?
you made blogging look easy. The overall look of your web site is great, let alone the content!
Helpful info. Fortunate me I discovered your web site by accident, and I am
shocked why this coincidence did not came about earlier! I bookmarked it.
When I originally commented I clicked the « Notify me when new comments are added » checkbox and now each time a comment is added
I get three emails with the same comment. Is there any
way you can remove me from that service? Thanks a
lot!
Thanks for another wonderful article. Where else
could anyone get that type of info in such a perfect manner of writing?
I’ve a presentation next week, and I’m at the look for
such info.
Can I simply just say what a relief to discover somebody who genuinely
knows what they are talking about on the net. You
certainly realize how to bring an issue to light and make it important.
More and more people have to read this and understand this side of the story.
I was surprised that you’re not more popular since you certainly have the gift.
It’s really a nice and helpful piece of information. I’m happy that
you just shared this useful information with us.
Please stay us informed like this. Thanks for sharing.
23159 635429You must take part in a contest for among the top blogs on the internet. I will suggest this internet web site! 463804
Hello! I know this is kinda off topic however ,
I’d figured I’d ask. Would you be interested in exchanging links
or maybe guest writing a blog post or vice-versa? My blog goes over a lot of the same subjects as yours and I think we could
greatly benefit from each other. If you might be interested feel free to send me an email.
I look forward to hearing from you! Fantastic blog by the way!
Hello mates, how is the whole thing, and what you desire to say regarding this paragraph, in my view
its truly awesome in support of me.
It’s going to be finish of mine day, except before
end I am reading this enormous piece of writing to improve my experience.
I don’t even understand how I ended up right here, however I assumed this publish was once
great. I do not recognize who you are but certainly you are going to a
famous blogger if you aren’t already. Cheers!
Hi just wanted to give you a brief heads up and let you know a
few of the pictures aren’t loading properly. I’m not sure why but I think
its a linking issue. I’ve tried it in two different browsers and both show
the same outcome.
Hi! I could have sworn I’ve been to this site before but after browsing through a few
of the articles I realized it’s new to me. Anyhow, I’m certainly delighted I
found it and I’ll be bookmarking it and checking
back often!
Heya i’m for the first time here. I came across this board and I
find It really useful & it helped me out much.
I am hoping to present something back and help others like you aided me.
Great article.
I have read so many articles or reviews concerning the blogger lovers however this paragraph is actually a
fastidious post, keep it up.
What’s up to every body, it’s my first go to see of this weblog; this web site
carries amazing and in fact good stuff for visitors.
Thanks for sharing your thoughts about Sex Dating. Regards
Hello! Do you know if they make any plugins to help with SEO?
I’m trying to get my blog to rank for some targeted
keywords but I’m not seeing very good success.
If you know of any please share. Thanks!
Hi, Neat post. There is an issue along with your site in internet explorer, may check this?
IE nonetheless is the marketplace chief and a big section of
people will pass over your wonderful writing due to this problem.
Magnificent beat ! I would like to apprentice
while you amend your web site, how could i subscribe for a blog web
site? The account helped me a acceptable deal. I had been tiny bit acquainted of
this your broadcast offered bright clear idea
constantly i used to read smaller articles that as well
clear their motive, and that is also happening with this paragraph which
I am reading now.
Heya are using WordPress for your blog platform? I’m new to the blog world but I’m trying to get
started and set up my own. Do you require any html coding expertise to make your own blog?
Any help would be greatly appreciated!
I’m not that much of a internet reader to be honest but your sites
really nice, keep it up! I’ll go ahead and bookmark your
site to come back down the road. All the best
This paragraph provides clear idea designed for the new people of
blogging, that really how to do blogging.
Thanks for another wonderful article. The place else may anybody get that kind
of info in such an ideal manner of writing? I’ve a presentation subsequent week,
and I am at the search for such information.
What’s Taking place i’m new to this, I stumbled
upon this I have found It absolutely useful and it has
helped me out loads. I am hoping to contribute & aid different users like its aided me.
Good job.
Remarkable! Its actually awesome piece of writing, I have got much clear idea about from this
article.
Thanks for finally writing about > Marketing 2025 : Comment
allons-nous évoluer ? < Liked it!
Very good information. Lucky me I found your site by accident (stumbleupon).
I’ve saved as a favorite for later!
With havin so much written content do you ever run into any issues
of plagorism or copyright infringement? My site has a lot of completely unique content I’ve either authored myself or outsourced but it seems a lot of it is popping it up all over the web without my authorization. Do you know any methods to help stop content from being ripped off?
I’d truly appreciate it.
Hello, after reading this awesome post i am as well cheerful to share my know-how here with mates.
An impressive share! I’ve just forwarded this onto a colleague who has been doing a little homework
on this. And he actually bought me lunch due to the fact that I stumbled upon it for him…
lol. So let me reword this…. Thank YOU for the meal!!
But yeah, thanx for spending some time to discuss this issue here on your
website.
Simply desire to say your article is as astounding.
The clarity on your submit is just great and i can suppose you are an expert on this subject.
Fine along with your permission allow me to seize your feed to keep up to date
with imminent post. Thanks a million and please carry on the
enjoyable work.
Thanks for sharing such a nice thinking, paragraph is nice, thats why
i have read it entirely
Useful info. Fortunate me I discovered your web site by accident, and I am surprised why this accident didn’t came about earlier!
I bookmarked it.
wonderful publish, very informative. I ponder why the other
specialists of this sector don’t realize this.
You must proceed your writing. I’m sure, you have a huge readers’ base already!
I blog frequently and I genuinely appreciate your content.
This great article has really peaked my interest.
I will book mark your site and keep checking for new information about once a week.
I opted in for your Feed as well.
We stumbled over here coming from a different page and thought I
should check things out. I like what I see so i am just following
you. Look forward to exploring your web page repeatedly.
We are a group of volunteers and starting a new scheme in our community.
Your site offered us with valuable information to work on. You have done a
formidable job and our entire community will be grateful to you.
Hey, I think your blog might be having browser compatibility issues.
When I look at your blog in Chrome, it looks fine
but when opening in Internet Explorer, it has some overlapping.
I just wanted to give you a quick heads up! Other
then that, excellent blog!
Have you ever thought about creating an e-book or guest authoring on other websites?
I have a blog based on the same information you
discuss and would love to have you share some stories/information.
I know my readers would value your work. If you are even remotely interested, feel free to send me an email.
Excellent beat ! I wish to apprentice whilst you amend your website, how can i subscribe for a weblog web site?
The account helped me a applicable deal. I had been a little bit familiar of this your broadcast offered bright clear
concept
I blog quite often and I genuinely thank you for your information. Your article has
truly peaked my interest. I’m going to book mark your website and keep checking for new
details about once per week. I opted in for your Feed as
well.
Nice blog here! Also your web site loads up fast!
What web host are you using? Can I get your affiliate link to your host?
I wish my site loaded up as quickly as yours lol
Hey! Quick question that’s completely off topic. Do you know how to make your site mobile friendly?
My website looks weird when viewing from my iphone4. I’m trying to find a template or plugin that might be able
to fix this issue. If you have any suggestions, please share.
Appreciate it!
You should take part in a contest for one of the highest
quality websites online. I am going to recommend this site!
Appreciate the recommendation. Will try it out.
You made some decent points there. I checked on the net to find out more about the issue and found most people will
go along with your views on this web site.
It’s very simple to find out any topic on web as compared
to books, as I found this piece of writing at this web site.
Greetings from Carolina! I’m bored to tears at work so I decided to check out your
blog on my iphone during lunch break. I love the information you provide here and can’t wait to take a look when I get home.
I’m shocked at how fast your blog loaded on my mobile ..
I’m not even using WIFI, just 3G .. Anyways, wonderful blog!
I love your blog.. very nice colors & theme.
Did you make this website yourself or did you hire someone to do it for you?
Plz respond as I’m looking to construct my own blog and would like to find out
where u got this from. cheers
It’s awesome to go to see this website and reading the views of all mates concerning this paragraph, while
I am also eager of getting experience.
There is certainly a great deal to learn about this issue.
I like all the points you’ve made.
Hello, i believe that i saw you visited my site so i came
to go back the favor?.I’m attempting to to find things to enhance my website!I assume its adequate to make use of a few of your ideas!!
Hello everybody, here every one is sharing such knowledge, thus it’s nice to read this website,
and I used to pay a visit this blog all the time.
My spouse and I stumbled over here by a different website and thought I
may as well check things out. I like what I see so now i am following you.
Look forward to exploring your web page yet again.
My spouse and I stumbled over here from a different website and thought I may as well
check things out. I like what I see so i am just following you.
Look forward to exploring your web page yet again.
Hi, the whole thing is going sound here and ofcourse every one
is sharing information, that’s genuinely good, keep up writing.
397183 61473appreciate the effort you put into finding us this info 615114
It’s fantastic that you are getting ideas from this piece of writing as well as from our
dialogue made at this place.