{"id":3503,"date":"2022-05-12T15:39:35","date_gmt":"2022-05-12T15:39:35","guid":{"rendered":"https:\/\/new.rithum.com\/blog\/uncategorized\/nouvelle-ere-du-digital-marketing-tendances-cles-pour-2022\/"},"modified":"2022-05-12T15:39:35","modified_gmt":"2022-05-12T15:39:35","slug":"nouvelle-ere-du-digital-marketing-tendances-cles-pour-2022","status":"publish","type":"post","link":"https:\/\/www.rithum.com\/blog\/nouvelle-ere-du-digital-marketing-tendances-cles-pour-2022\/","title":{"rendered":"Nouvelle \u00e8re du Digital Marketing\u00a0: tendances cl\u00e9s pour 2022"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">Les marques font tout pour attirer l\u2019attention des consommateurs et la concurrence est rude. En tant que marque, votre objectif est de renforcer votre visibilit\u00e9, de capter l\u2019attention du consommateur et d\u2019am\u00e9liorer l\u2019efficacit\u00e9 de vos d\u00e9penses publicitaires afin de rester comp\u00e9titif. M\u00eame quand tout va bien, la t\u00e2che est compliqu\u00e9e. \u00c0 l\u2019heure o\u00f9 <\/span><a href=\"https:\/\/www.thinkwithgoogle.com\/future-of-marketing\/digital-transformation\/buying-online-new-normal\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">73\u00a0% des consommateurs utilisent plusieurs canaux<\/span><\/a><span style=\"font-weight: 400;\"> tout au long de leur parcours d\u2019achat, la difficult\u00e9 consiste \u00e0 assurer la visibilit\u00e9 de votre marque aux moments cl\u00e9s.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lors de notre s\u00e9minaire, <\/span><a href=\"https:\/\/go.rithum.com\/UK-Event-DigitalMarketingSeminar-Q421.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The New Era of Digital Marketing<\/span><\/a><span style=\"font-weight: 400;\"> (La nouvelle \u00e8re du Digital Marketing), nous avons abord\u00e9 deux th\u00e8mes majeurs qui r\u00e9gissent le paysage e-commerce actuel\u00a0: l\u2019\u00e9mergence du Retail Media et la croissance des r\u00e9seaux sociaux. Ces canaux vous permettent de vous rapprocher du consommateur comme jamais auparavant, et ainsi, de conqu\u00e9rir une plus grande part de la Digital Shelf et d\u2019amplifier vos strat\u00e9gies de Digital Marketing pour 2022 et au-del\u00e0.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">L\u2019essor du Retail Media<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Les consommateurs se montrent davantage ouverts \u00e0 de nouvelles exp\u00e9riences\u00a0: <\/span><a href=\"https:\/\/www.rithum.com\/blog\/industry-trends\/how-have-shopper-perspectives-changed-survey-says\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">34\u00a0% des consommateurs am\u00e9ricains<\/span><\/a><span style=\"font-weight: 400;\"> ont achet\u00e9 des articles en ligne qu\u2019ils n\u2019avaient jamais achet\u00e9s avant la pand\u00e9mie de Covid-19 et 30\u00a0% d\u2019entre eux sont pass\u00e9s par un nouveau canal. Pour les marques, cela signifie qu\u2019il ne suffit plus de miser simplement sur des belles pages produit. Il est imp\u00e9ratif de b\u00e9n\u00e9ficier d\u2019une visibilit\u00e9 sur les moments cl\u00e9s du parcours client. De plus en plus de retailers et de marketplaces d\u00e9veloppent des plateformes visant \u00e0 intensifier les efforts publicitaires et faciliter la r\u00e9ussite des marques sur leurs sites.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dans notre s\u00e9minaire, nos experts soulignent que l\u2019affectation d\u2019un budget publicitaire, la mise en \u0153uvre d\u2019une gestion automatis\u00e9e des publicit\u00e9s et l\u2019optimisation de vos donn\u00e9es produit pour chaque canal constituent les bases solides de toute strat\u00e9gie Retail Media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tout porte \u00e0 croire que le Retail Media continuera \u00e0 repr\u00e9senter une part importante des investissements publicitaires des marques dans les ann\u00e9es qui viennent. Dans ce contexte, il sera essentiel de mettre en place une strat\u00e9gie solide pour profiter d\u2019une bonne visibilit\u00e9 et d\u2019une pr\u00e9sence forte.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Amazon m\u00e8ne la barque<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Amazon ouvre la voie aux plateformes et aux fonctionnalit\u00e9s publicitaires. Dans sa pr\u00e9sentation, Bjoern\u00a0M.\u00a0Schaele, Agency Lead Sponsored Ads chez Amazon, a d\u00e9voil\u00e9 certaines \u00e9volutions \u00e0 pr\u00e9voir et expliqu\u00e9 comment en tirer parti, notamment\u00a0:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vid\u00e9o Sponsored Brands<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Publicit\u00e9s Display<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Amazon Attribution<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Selon Bjoern\u00a0M.\u00a0Schaele, le format vid\u00e9o continue de gagner en popularit\u00e9 et en influence, et <\/span><a href=\"https:\/\/optinmonster.com\/video-marketing-statistics-what-you-must-know\/\"><span style=\"font-weight: 400;\">84\u00a0%<\/span><\/a><span style=\"font-weight: 400;\"> des consommateurs affirment avoir achet\u00e9 un produit ou un service apr\u00e8s avoir regard\u00e9 la vid\u00e9o d\u2019une marque. Les placements publicitaires contenant de la vid\u00e9o sont l\u2019une des nouvelles fonctionnalit\u00e9s d\u2019Amazon. De plus, la vid\u00e9o peut \u00eatre int\u00e9gr\u00e9e aux r\u00e9sultats de recherche pour aider les marques \u00e0 se diff\u00e9rencier. \u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">L\u2019importance de la pr\u00e9sence sur les r\u00e9seaux sociaux<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">En 2021, les d\u00e9penses retail ont enregistr\u00e9 un niveau record, atteignant <\/span><a href=\"https:\/\/nrf.com\/media-center\/press-releases\/retail-sales-now-exceed-444-trillion-2021-nrf-revises-annual-forecast\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">4,4\u00a0billions de dollars<\/span><\/a><span style=\"font-weight: 400;\">. L\u2019\u00e9volution rapide du march\u00e9 pr\u00e9sente de r\u00e9elles opportunit\u00e9s, et les marques doivent faire preuve de rigueur pour rester au centre de l\u2019attention des consommateurs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">YouTube aussi est devenu un canal publicitaire de plus en plus pris\u00e9 par les marques. Ryan\u00a0Rikki, Head of Agency chez Google, a rejoint notre s\u00e9minaire pour aborder la digitalisation de la d\u00e9couverte des marques ainsi que le r\u00f4le cl\u00e9 que YouTube peut jouer dans ce contexte.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Avec YouTube, les marques ont la certitude que lorsqu\u2019un consommateur visite la plateforme, il recherche forc\u00e9ment de la vid\u00e9o\u00a0\u2013 ce qui constitue un avantage certain. Selon lui, 95\u00a0% des utilisateurs de YouTube visionnent les vid\u00e9os en activant le son et la moiti\u00e9 d\u2019entre eux utilisent le mode Plein \u00e9cran. Le consommateur b\u00e9n\u00e9ficie ainsi d\u2019une exp\u00e9rience diff\u00e9rente dont les marques peuvent tirer parti. Les marques doivent s\u2019attacher \u00e0 cr\u00e9er une exp\u00e9rience utile et convaincante, susceptible d\u2019inciter les clients \u00e0 aller plus loin dans leur d\u00e9marche. Par exemple, elles peuvent lister les produits sous la vid\u00e9o pour faciliter l\u2019exp\u00e9rience d\u2019achat.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En 2021, les utilisateurs du monde entier passaient en moyenne <\/span><a href=\"https:\/\/www.statista.com\/chart\/26272\/global-average-daily-time-spent-on-social-media-per-internet-user\/#:~:text=According%20to%20figures%20in%20the,90%20minutes%20recorded%20in%202012.\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">142\u00a0minutes par jour<\/span><\/a><span style=\"font-weight: 400;\"> sur les r\u00e9seaux sociaux. Plus les gens passent de temps sur ces canaux, plus le nombre d\u2019achats augmente. Essentiels pour atteindre des audiences plus jeunes, ces canaux soulignent en outre la n\u00e9cessit\u00e9 de comprendre votre audience afin de trouver le bon canal. Lorsque votre strat\u00e9gie ne fonctionne pas aussi bien que pr\u00e9vu, il peut s\u2019av\u00e9rer utile de revoir les plateformes que vous utilisez et de v\u00e9rifier si elles sont les plus \u00e0 m\u00eame de vous permettre d\u2019atteindre votre audience cible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lors de notre s\u00e9minaire, les experts nous ont conseill\u00e9 de se pencher sur le Metavers et la publicit\u00e9 dans les espaces de r\u00e9alit\u00e9 virtuelle et augment\u00e9e. Une chose est claire\u00a0: les canaux, les plateformes et les opportunit\u00e9s \u00e9voluent constamment. Les marques doivent rester vigilantes quant \u00e0 l\u2019impact que cette \u00e9volution pourrait avoir sur leurs performances et leur champ d\u2019action.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">R\u00e9sum\u00e9<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">En tant que marque cherchant \u00e0 se frayer un chemin parmi la foule et \u00e0 atteindre ses consommateurs cibles, vous savez mieux que personne pourquoi une strat\u00e9gie de Digital Marketing efficace est essentielle \u00e0 votre r\u00e9ussite.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Acc\u00e9dez d\u00e8s maintenant au s\u00e9minaire complet <\/span><a href=\"https:\/\/go.rithum.com\/UK-Event-DigitalMarketingSeminar-Q421.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The New Era of Digital Marketing: Must-Know Retail Media and Social Commerce Trends<\/span><\/a><span style=\"font-weight: 400;\"> (La nouvelle \u00e8re du Digital Marketing\u00a0: les tendances incontournables du Retail Media et des r\u00e9seaux sociaux) disponible \u00e0 la demande, pour d\u00e9couvrir comment adapter vos strat\u00e9gies \u00e0 un paysage en constante \u00e9volution, tout en \u00e9vitant de prendre du retard.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Les marques font tout pour attirer l\u2019attention des consommateurs et la concurrence est rude. En tant que marque, votre objectif est de renforcer votre visibilit\u00e9, de capter l\u2019attention du consommateur et d\u2019am\u00e9liorer l\u2019efficacit\u00e9 de vos d\u00e9penses publicitaires afin de rester comp\u00e9titif. M\u00eame quand tout va bien, la t\u00e2che est compliqu\u00e9e. \u00c0 l\u2019heure o\u00f9 73\u00a0% des [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3504,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[366],"tags":[],"coauthors":[],"class_list":["post-3503","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Nouvelle \u00e8re du Digital Marketing\u00a0: tendances cl\u00e9s pour 2022 | Rithum<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rithum.com\/blog\/nouvelle-ere-du-digital-marketing-tendances-cles-pour-2022\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nouvelle \u00e8re du Digital Marketing\u00a0: tendances cl\u00e9s pour 2022\" \/>\n<meta property=\"og:description\" content=\"Reading Time:  3 minutesLes marques font tout pour attirer l\u2019attention des consommateurs et la concurrence est rude. En tant que marque, votre objectif est de renforcer votre visibilit\u00e9, de capter l\u2019attention du consommateur et d\u2019am\u00e9liorer l\u2019efficacit\u00e9 de vos d\u00e9penses publicitaires afin de rester comp\u00e9titif. 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