{"id":1258,"date":"2022-07-09T13:19:32","date_gmt":"2022-07-09T13:19:32","guid":{"rendered":"https:\/\/oppizi.com\/post\/marketing-budget-split-2020-2022p-know-where-marketers-spend\/"},"modified":"2025-04-01T16:50:55","modified_gmt":"2025-04-01T16:50:55","slug":"marketing-budget-split-2020-2022p-know-where-marketers-spend","status":"publish","type":"post","link":"https:\/\/oppizi.com\/ca\/fr\/blog\/marketing-trends\/marketing-budget-split-2020-2022p-know-where-marketers-spend\/","title":{"rendered":"R\u00e9partition du budget marketing 2020-2022P : Savoir o\u00f9 les marketeurs d\u00e9pensent"},"content":{"rendered":"<h2 class=\"wp-block-heading\">Comment les d\u00e9penses ont rebondi apr\u00e8s la pand\u00e9mie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les d\u00e9penses publicitaires annuelles ont connu une forte volatilit\u00e9 au cours des quatre derni\u00e8res ann\u00e9es ; l'ann\u00e9e 2020 montre une baisse marqu\u00e9e des d\u00e9penses annuelles de publicit\u00e9 et de marketing des entreprises aux \u00c9tats-Unis.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il y a eu une <strong id=\"\">4.8% d\u00e9clin<\/strong> des d\u00e9penses en 2020, ce qui peut \u00eatre attribu\u00e9 \u00e0 la r\u00e9duction consid\u00e9rable des d\u00e9penses publicitaires en ligne et hors ligne en raison des incertitudes caus\u00e9es par la pand\u00e9mie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-1024x576.jpg\" alt=\"\" class=\"wp-image-1259 lazyload\"\/><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-1024x576.jpg\" alt=\"\" class=\"wp-image-1259 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">D\u00e9penses annuelles de publicit\u00e9 et de marketing aux \u00c9tats-Unis 2018 - 2021 ($BB)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il est int\u00e9ressant de noter qu'en d\u00e9pit d'une baisse globale des d\u00e9penses de marketing, les deux <strong id=\"\">les d\u00e9penses en ligne et hors ligne \u00e9taient \u00e0 peu pr\u00e8s \u00e9gales en 2020.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-1024x576.jpg\" alt=\"\" class=\"wp-image-1261 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-1024x576.jpg\" alt=\"\" class=\"wp-image-1261 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">D\u00e9penses marketing des \u00c9tats-Unis sur les canaux hors ligne et en ligne 2020 - 2022P ($BB)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avec l'assouplissement des restrictions sur les covidus, le passage aux d\u00e9penses pr\u00e9pand\u00e9miques est en bonne voie, le marketing hors ligne prenant une place plus importante dans le mix marketing. Selon les pr\u00e9visions, les entreprises d\u00e9penseront en 2022 <strong id=\"\">45% de leur budget marketing allou\u00e9 aux m\u00e9thodes hors ligne<\/strong>tandis que le reste de leur budget (55%) sera consacr\u00e9 \u00e0 leurs homologues en ligne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-1024x576.jpg\" alt=\"\" class=\"wp-image-1262 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-1024x576.jpg\" alt=\"\" class=\"wp-image-1262 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Relation entre % du budget d\u00e9pens\u00e9 hors ligne<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les donn\u00e9es sugg\u00e8rent que les entreprises obtiennent un retour sur investissement marketing maximal lorsqu'elles consacrent au moins 50-55% au marketing hors ligne. Cela nous am\u00e8ne \u00e0 la conclusion que c'est une combinaison de strat\u00e9gies en ligne et hors ligne qui rapporte le plus aux entreprises.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O\u00f9 les professionnels du marketing pr\u00e9voient-ils de d\u00e9penser hors ligne ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-1024x576.jpg\" alt=\"\" class=\"wp-image-1263 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-1024x576.jpg\" alt=\"\" class=\"wp-image-1263 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">D\u00e9penses de marketing hors ligne aux \u00c9tats-Unis, 2022P ($BB) Total : $207.6BB<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Malheureusement, les menaces de Covid ne sont pas encore \u00e9cart\u00e9es. Cependant, la demande de marketing hors ligne augmente, car les gens ont commenc\u00e9 \u00e0 accepter la nouvelle normalit\u00e9.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On s'attend \u00e0 ce que le marketing hors ligne connaisse une forte augmentation des d\u00e9penses annuelles. <strong id=\"\">$207,6 milliards d'euros d'investissements sont pr\u00e9vus pour 2022<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il est int\u00e9ressant de noter que 21% des d\u00e9penses proviendront des entreprises am\u00e9ricaines, soit environ 1,5 milliard d'euros.<strong id=\"\"> 43,4 milliards d'euros de d\u00e9penses annuelles de marketing seront consacr\u00e9s au publipostage <\/strong>et 10% suppl\u00e9mentaires pour la publicit\u00e9 imprim\u00e9e et l'affichage traditionnel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/oppizi.com\/ca\/fr\/us\/en\/get-started\/\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png\" alt=\"cliquez pour r\u00e9server une version de d\u00e9monstration\" class=\"wp-image-4634 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"262\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png\" alt=\"cliquez pour r\u00e9server une version de d\u00e9monstration\" class=\"wp-image-4634 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-400x102.png 400w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-768x197.png 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1.png 1250w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/a><figcaption class=\"wp-element-caption\">Cliquez pour r\u00e9server une version de d\u00e9monstration<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Que nous dit l'histoire ?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong id=\"\">Importance du publipostage<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-1024x576.jpg\" alt=\"\" class=\"wp-image-1264 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-1024x576.jpg\" alt=\"\" class=\"wp-image-1264 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">D\u00e9penses en services de marketing aux \u00c9tats-Unis de 2017 \u00e0 2021, par cat\u00e9gorie (en milliards de dollars am\u00e9ricains)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les entreprises am\u00e9ricaines ont toujours consacr\u00e9 une part \u00e9gale de leur budget marketing \u00e0 la distribution de publipostage. Les chiffres montrent que les d\u00e9penses de marketing pour le publipostage sont non seulement rest\u00e9es stables, mais qu'elles ont \u00e9galement augment\u00e9 d'ann\u00e9e en ann\u00e9e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-1024x576.jpg\" alt=\"\" class=\"wp-image-1265 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-1024x576.jpg\" alt=\"\" class=\"wp-image-1265 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">D\u00e9penses de marketing hors ligne aux \u00c9tats-Unis, 2021 ($BB) Total : $196.0BB<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En 2021, les d\u00e9penses de marketing ont connu un fort rebond, le publipostage et la publicit\u00e9 ext\u00e9rieure traditionnelle ont connu une hausse consid\u00e9rable, le premier enregistrant une augmentation de 10,4% et le second de 9%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Forte augmentation des d\u00e9penses consacr\u00e9es \u00e0 l'identification des caract\u00e9ristiques d\u00e9mographiques des clients<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le succ\u00e8s de toute activit\u00e9 de marketing, qu'elle soit en ligne ou hors ligne, d\u00e9pend de la pr\u00e9cision des donn\u00e9es d\u00e9mographiques des clients.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s l'affaire COVID, les entreprises s'int\u00e9ressent de plus en plus aux donn\u00e9es, \u00e0 l'identit\u00e9, aux services et aux d\u00e9penses li\u00e9es aux plateformes. Tout cela souligne l'importance de <strong id=\"\">donn\u00e9es d\u00e9mographiques sur les clients et personnalisation <\/strong>des services pour r\u00e9pondre aux besoins sp\u00e9cifiques des utilisateurs cibles. Cela s'est traduit par une <strong id=\"\">4.7% augmentation<\/strong> l'utilisation du publipostage, qui a en effet connu un rebond positif \u00e0 partir de 2020.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-1024x576.jpg\" alt=\"\" class=\"wp-image-1266 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-1024x576.jpg\" alt=\"\" class=\"wp-image-1266 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">D\u00e9penses des \u00c9tats-Unis en mati\u00e8re de donn\u00e9es, d'identit\u00e9, de services et de plateformes de donn\u00e9es, par canal, 2021 ($BB) Total : $29.3BB<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-1024x576.jpg\" alt=\"\" class=\"wp-image-1268 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-1024x576.jpg\" alt=\"\" class=\"wp-image-1268 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Volumes de publipostage 2018-2021<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depuis 2018, le volume de publipostage a connu une baisse g\u00e9n\u00e9rale, mais le regain d'int\u00e9r\u00eat pour les donn\u00e9es, l'identit\u00e9 et l'expansion des plateformes lui a permis de rebondir avec un taux de croissance de 1,5 %. <strong id=\"\">4.7% augmentation <\/strong>en 2021 par rapport \u00e0 2020.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Contribution au publipostage<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-1024x576.jpg\" alt=\"\" class=\"wp-image-1269 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-1024x576.jpg\" alt=\"\" class=\"wp-image-1269 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les d\u00e9penses d'acquisition et de fid\u00e9lisation dans le domaine du marketing direct ont connu une r\u00e9duction significative en 2020. Toutefois, l'ann\u00e9e 2021 semble prosp\u00e8re \u00e0 cet \u00e9gard, puisqu'elle a rebondi avec une croissance de 14%. On s'attend \u00e0 ce que les d\u00e9penses atteignent et d\u00e9passent les chiffres d'avant la pand\u00e9mie en 2022.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les envois de suivi et de renouvellement connaissent les baisses les plus marqu\u00e9es parmi les formats de fid\u00e9lisation, le premier subissant une baisse de -25,7% et le second de -23,4%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La croissance en 2021 s'explique par l'augmentation de 14,1% des ventes crois\u00e9es et de 10,1% des envois de fid\u00e9lisation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/oppizi.com\/ca\/fr\/us\/en\/get-started\/\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png\" alt=\"cliquez pour r\u00e9server une version de d\u00e9monstration\" class=\"wp-image-4634 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"262\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png\" alt=\"cliquez pour r\u00e9server une version de d\u00e9monstration\" class=\"wp-image-4634 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-400x102.png 400w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-768x197.png 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1.png 1250w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/a><figcaption class=\"wp-element-caption\">Cliquez pour r\u00e9server une version de d\u00e9monstration<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Priorit\u00e9s des directeurs marketing en 2021<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Un grand nombre de directeurs g\u00e9n\u00e9raux de l'entreprise estiment que les donn\u00e9es et l'analyse ont un impact profond sur leurs strat\u00e9gies de marketing, leurs d\u00e9penses et leurs programmes d'acquisition de clients.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-1024x576.jpg\" alt=\"\" class=\"wp-image-1270 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-1024x576.jpg\" alt=\"\" class=\"wp-image-1270 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Principales priorit\u00e9s en mati\u00e8re de marketing selon les CMO aux \u00c9tats-Unis en ao\u00fbt 2021<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong id=\"\">43% des OCM<\/strong> qui ont particip\u00e9 \u00e0 l'enqu\u00eate aux \u00c9tats-Unis ont d\u00e9clar\u00e9 avoir donn\u00e9 la priorit\u00e9 \u00e0 la technologie, aux donn\u00e9es et \u00e0 l'analyse dans le cadre de leurs activit\u00e9s de marketing pour 2021.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-1024x576.jpg\" alt=\"\" class=\"wp-image-1271 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-1024x576.jpg\" alt=\"\" class=\"wp-image-1271 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Changements pr\u00e9vus dans les d\u00e9penses en technologie marketing (MarTech) selon les sp\u00e9cialistes du marketing B2B aux \u00c9tats-Unis \u00e0 partir de mai 2021<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong id=\"\">67% des professionnels du marketing aux \u00c9tats-Unis qui ont particip\u00e9 \u00e0 l'enqu\u00eate ont d\u00e9clar\u00e9 qu'ils pr\u00e9voyaient d'augmenter leurs d\u00e9penses en technologie marketing en 2022 et au-del\u00e0.&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>30% a pr\u00e9vu de l'augmenter de mani\u00e8re significative.&nbsp;<\/li>\n\n\n\n<li>37% a pr\u00e9vu de l'augmenter mod\u00e9r\u00e9ment.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Seuls 16% des professionnels du marketing ont d\u00e9clar\u00e9 qu'ils envisageraient de r\u00e9duire les d\u00e9penses de marketing, tandis que 17% ont d\u00e9clar\u00e9 qu'ils avaient l'intention de maintenir les d\u00e9penses de marketing au m\u00eame niveau qu'en 2021.<\/p>","protected":false},"excerpt":{"rendered":"<p>How Spendings Rebounded in Post Pandemic Days Yearly advertising spend has seen high volatility during the last four years; with 2020 showing a marked decline in annual advertising and marketing spend by businesses in the US.&nbsp; There has been a 4.8% decline of spend in 2020, this can be attributed to the considerable reduction in&#8230;<\/p>","protected":false},"author":8,"featured_media":1273,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"meta_title":"Marketing Budget Split 2020-2022P: Know Where Marketers Spend","meta_description":"The key to successful marketing is getting the most for your budget. Find out how marketers in the US split their budget to get maximum returns","schema_type":"","footnotes":""},"categories":[5],"tags":[34],"channel":[],"class_list":["post-1258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-trends","tag-marketing-report"],"acf":[],"author_meta":{"display_name":"Shelly Parker","avatar":"https:\/\/secure.gravatar.com\/avatar\/5adbc252faae64d73388f384d4adb910be56305abe65462704f45f9d1d0e9ea1?s=96&d=mm&r=g"},"featured_image":"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a35c64b174b4ae64768c_Surfer-blogs.jpg","tags_meta":["Marketing Report"],"_links":{"self":[{"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/posts\/1258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/comments?post=1258"}],"version-history":[{"count":1,"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/posts\/1258\/revisions"}],"predecessor-version":[{"id":14617,"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/posts\/1258\/revisions\/14617"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/media\/1273"}],"wp:attachment":[{"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/media?parent=1258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/categories?post=1258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/tags?post=1258"},{"taxonomy":"channel","embeddable":true,"href":"https:\/\/oppizi.com\/ca\/fr\/wp-json\/wp\/v2\/channel?post=1258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}