{"id":7444,"date":"2016-08-19T10:22:27","date_gmt":"2016-08-19T09:22:27","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=7444"},"modified":"2016-08-23T09:07:37","modified_gmt":"2016-08-23T08:07:37","slug":"un-marketer-senior-performant-doit-necessairement-comprendre-le-marketing-tech","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/web-et-e-business\/un-marketer-senior-performant-doit-necessairement-comprendre-le-marketing-tech-2016-08-19","title":{"rendered":"Un Marketer senior performant doit n\u00e9cessairement comprendre le Marketing Tech !"},"content":{"rendered":"<p>De nombreux professionnels du marketing d\u00e9placent aujourd\u2019hui leurs budgets pour les allou\u00e9s \u00e0 la technologie marketing. Leur leitmotiv\u00a0: profiter des opportunit\u00e9s offertes par le digital\u00a0!<\/p>\n<p>Plus de 2\/3 des professionnels du marketing seniors occidentaux d\u00e9clarent la compr\u00e9hension de la technologie marketing importante pour le succ\u00e8s de leur strat\u00e9gie, rapporte <a href=\"https:\/\/www.emarketer.com\/home\" target=\"_blank\">eMarketer<\/a>.<\/p>\n<p>Pour \u00eatre plus pr\u00e9cis\u00a0: plus de trois quarts des responsables commerciales am\u00e9ricains estiment que la compr\u00e9hension de la technologie marketing est devenue facteur de succ\u00e8s, r\u00e9v\u00e8le l\u2019\u00e9tude. En Europe occidentale, pr\u00e8s des deux tiers des commer\u00e7ants seniors partagent cette opinion.<\/p>\n<p>Au total\u00a0: plus de deux tiers des personnes interrog\u00e9es aux \u00c9tats-Unis comme en Europe occidentale d\u00e9clarent la technologie marketing comme une comp\u00e9tence aujourd&rsquo;hui primordial. Un ensemble de comp\u00e9tences digitales identifi\u00e9 comme \u00e9tant le deuxi\u00e8me plus important derri\u00e8re la cr\u00e9ativit\u00e9, en comparaison d\u2019autres comp\u00e9tences telles que la compr\u00e9hension des m\u00e9dias num\u00e9riques et de la gestion la relation client, class\u00e9es l\u00e9g\u00e8rement en dessous.<\/p>\n<p><a href=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/08\/emarketerSkillsMarkTech1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7445\" alt=\"emarketerSkillsMarkTech1\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/08\/emarketerSkillsMarkTech1.png\" width=\"460\" height=\"654\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/08\/emarketerSkillsMarkTech1.png 460w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/08\/emarketerSkillsMarkTech1-211x300.png 211w\" sizes=\"auto, (max-width: 460px) 100vw, 460px\" \/><\/a><\/p>\n<p>La technologie marketing est une priorit\u00e9 pour de nombreux professionnels du marketing depuis un certain temps maintenant. Dor\u00e9navant ils n\u2019h\u00e9sitent plus \u00e0 lui allouer davantage de budget et d\u2019attention.<\/p>\n<p>Avec plus de pr\u00e9cision, les donn\u00e9es de <a href=\"http:\/\/rocketfuel.com\/fr\/\" target=\"_blank\">Rocket Fuel <\/a>(plateformes d&rsquo;achats m\u00e9dias programmatiques capable d&rsquo;exploiter le big data) mettent en exergue deux tendances e-marketing cette ann\u00e9e\u00a0: l\u2019achat programmatique pour la t\u00e9l\u00e9vision et la gestion des donn\u00e9es par le biais de plateformes ou DMP.<\/p>\n<p>Par ailleurs, les d\u00e9penses en technologie de marketing continuent de cro\u00eetre. En effet, une enqu\u00eate de l&rsquo;Alliance mondiale des associations de marketing Data-Driven (GDMA) et Winterberry Group (cabinet de conseil strat\u00e9gique) r\u00e9v\u00e8le une augmentation des d\u00e9penses sur les activit\u00e9s pilot\u00e9es par les donn\u00e9es \u00e0 travers le monde en 2016 comparativement aux ann\u00e9es pr\u00e9c\u00e9dentes.<\/p>\n<p><a href=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/08\/emarketerSkillsMarkTech2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7446\" alt=\"emarketerSkillsMarkTech2\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/08\/emarketerSkillsMarkTech2.png\" width=\"460\" height=\"533\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/08\/emarketerSkillsMarkTech2.png 460w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/08\/emarketerSkillsMarkTech2-258x300.png 258w\" sizes=\"auto, (max-width: 460px) 100vw, 460px\" \/><\/a><\/p>\n<p>Professionnels du marketing, vous l\u2019aurez donc compris\u00a0: il est indispensable de s\u2019adapter et d\u2019appr\u00e9hender les enjeux de <a href=\"https:\/\/academy.visiplus.com\/formation-culture-et-transformation-digitale.php\" target=\"_blank\">la transformation digitale<\/a> comme du<a href=\"https:\/\/academy.visiplus.com\/formation-big-data.php\" target=\"_blank\"> Big Data<\/a> pour rester comp\u00e9titif. Des comp\u00e9tences n\u00e9cessaires qui s\u2019acqui\u00e8rent notamment par le biais de diff\u00e9rents <a href=\"https:\/\/academy.visiplus.com\/catalogue-formations.php\" target=\"_blank\">dispositifs de formation<\/a>, de v\u00e9ritables atouts en termes de ressources comme d\u2019employabilit\u00e9.<\/p>\n<p>*Pour information, cette \u00e9tude a \u00e9t\u00e9 r\u00e9alis\u00e9e aupr\u00e8s de responsables seniors occupant les postes de direction tels que les managers marketing, les CMO ou encore les CDO et ce, aux \u00c9tats-Unis, en \u00a0France, en Allemagne, en Italie, en Espagne et au Royaume-Uni.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De nombreux professionnels du marketing d\u00e9placent aujourd\u2019hui leurs budgets pour les allou\u00e9s \u00e0 la technologie marketing. Leur leitmotiv\u00a0: profiter des opportunit\u00e9s offertes par le digital\u00a0! Plus de 2\/3 des professionnels du marketing seniors occidentaux d\u00e9clarent&#8230;<\/p>\n","protected":false},"author":5,"featured_media":7503,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[305,306,304,161],"tags":[453,552,262],"class_list":["post-7444","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture-et-transformation-digitale","category-e-commerce-web-et-e-business","category-web-marketing","category-web-et-e-business","tag-big-data","tag-marketing-technologie","tag-transformation-digitale"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Un Marketer senior performant doit n\u00e9cessairement comprendre le Marketing Tech ! - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"De nombreux professionnels du marketing d\u00e9placent aujourd\u2019hui leurs budgets pour les allou\u00e9s \u00e0 la technologie marketing. 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