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.
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