{"id":18780,"date":"2023-02-10T10:51:16","date_gmt":"2023-02-10T09:51:16","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=193333"},"modified":"2024-11-19T05:13:06","modified_gmt":"2024-11-19T04:13:06","slug":"marken-investieren-2023-verstaerkt-in-content-erstellung-und-workflow-optimierungen","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2023-02-10\/marken-investieren-2023-verstaerkt-in-content-erstellung-und-workflow-optimierungen\/","title":{"rendered":"Les marques investissent davantage dans la cr\u00e9ation de contenu et l'optimisation du flux de travail en 2023"},"content":{"rendered":"<p><img class=\"aligncenter wp-image-193334 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/02\/Adobe-Digital-Trends-2023_de-1.jpg\" alt=\"Contenu Adobe\" width=\"1200\" height=\"900\" \/><\/p>\r\n<p>Dans l'\u00e9tude d'Adobe, 89% des cadres interrog\u00e9s indiquent que la demande de contenu a nettement augment\u00e9. Pourtant, malgr\u00e9 ce d\u00e9sir croissant des clients de vivre des exp\u00e9riences num\u00e9riques dynamiques sur un nombre croissant de canaux, seule une minorit\u00e9 de marques s'estime r\u00e9ellement bien plac\u00e9e pour cr\u00e9er et fournir du contenu.<\/p>\r\n<p>En r\u00e9ponse \u00e0 cela, les marques leaders repensent, optimisent et acc\u00e9l\u00e8rent leurs m\u00e9thodes de travail tout au long de la cha\u00eene d'approvisionnement en contenu, y compris la planification, l'analyse des donn\u00e9es, la cr\u00e9ation et la diffusion des campagnes. L'accent est surtout mis sur l'efficacit\u00e9 et la r\u00e9duction des co\u00fbts. Plus d'un cadre sur deux (62%) interrog\u00e9s ont d\u00e9clar\u00e9 avoir d\u00e9j\u00e0 rendu leurs processus de contenu plus efficaces.<\/p>\r\n<p>\"La mise \u00e0 disposition d'exp\u00e9riences personnalis\u00e9es et riches en contenu n'a jamais \u00e9t\u00e9 aussi importante qu'aujourd'hui. Apr\u00e8s tout, c'est surtout un contenu de qualit\u00e9 qui permet de cr\u00e9er un lien plus profond avec les consommateurs. Le contenu est donc la cl\u00e9 des ventes \u00e0 court terme et de la fid\u00e9lit\u00e9 \u00e0 long terme\", explique Alvaro Del Pozo, vice-pr\u00e9sident du marketing international chez Adobe. \"A une \u00e9poque o\u00f9 les marques doivent atteindre davantage de personnes par le biais de plus de canaux, la quantit\u00e9 de contenu n\u00e9cessaire est \u00e9norme. La cha\u00eene d'approvisionnement en contenu est donc devenue le pivot de toute leur organisation marketing. Les dirigeants ont donc tout \u00e0 fait raison d'investir dans de nouvelles possibilit\u00e9s d'insuffler une nouvelle vie \u00e0 leurs concepts de contenu\".<img class=\"aligncenter size-full wp-image-193338\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/02\/Adobe-Digital-Trends-2023_de-20.jpg\" alt=\"\" width=\"1200\" height=\"559\" \/><\/p>\r\n<h3><strong>Le flux de travail devient une priorit\u00e9 absolue<\/strong><\/h3>\r\n<p>Les efforts d\u00e9ploy\u00e9s jusqu'\u00e0 pr\u00e9sent pour acc\u00e9l\u00e9rer la cr\u00e9ation de contenu l'ont \u00e9t\u00e9 au d\u00e9triment du temps et de la libert\u00e9 cr\u00e9ative des collaborateurs. Or, pr\u00e8s de la moiti\u00e9 (44 %) des professionnels du marketing indiquent dans l'\u00e9tude d'Adobe que le manque de temps pour la cr\u00e9ativit\u00e9 est un obstacle majeur \u00e0 la fourniture d'exp\u00e9riences client exceptionnelles. A cela s'ajoute<\/p>\r\n<ul>\r\n\t<li>Seul un tiers (33 %) des professionnels du marketing estiment que leur entreprise est \"bonne\" ou \"tr\u00e8s bonne\" lorsqu'il s'agit de planifier, de classer, de hi\u00e9rarchiser et d'attribuer le contenu de mani\u00e8re cibl\u00e9e pour obtenir des r\u00e9sultats mesurables.<\/li>\r\n\t<li>43 % des personnes interrog\u00e9es consid\u00e8rent que le flux de travail du contenu constitue avant tout un d\u00e9fi majeur.<\/li>\r\n<\/ul>\r\n<p><img class=\"aligncenter size-full wp-image-193335\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/02\/Adobe-Digital-Trends-2023_de-6.jpg\" alt=\"\" width=\"1200\" height=\"612\" \/><img class=\"aligncenter size-full wp-image-193336\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/02\/Adobe-Digital-Trends-2023_de-7.jpg\" alt=\"\" width=\"1200\" height=\"713\" \/><\/p>\r\n<p>Pour r\u00e9soudre ce probl\u00e8me et renforcer leur production de contenu en 2023, les grandes marques ont plac\u00e9 la gestion du flux de travail et la collaboration num\u00e9rique au sein de leurs \u00e9quipes de contenu en t\u00eate de leurs priorit\u00e9s :<\/p>\r\n<ul>\r\n\t<li>Deux dirigeants sur cinq (41%) ont d\u00e9clar\u00e9 que la gestion des flux de travail serait l'une des principales priorit\u00e9s technologiques en 2023.<\/li>\r\n\t<li>Ils sont presque aussi nombreux (39%) \u00e0 miser notamment sur la rationalisation ou l'automatisation des processus de coop\u00e9ration pour permettre \u00e0 leurs \u00e9quipes de travailler plus vite et mieux.<\/li>\r\n\t<li>38 % ont l'intention d'am\u00e9liorer encore l'utilisation de l'automatisation des flux de travail pour accro\u00eetre l'efficacit\u00e9 de leurs processus de marketing et d'exp\u00e9rience client.<\/li>\r\n<\/ul>\r\n<h3><strong>Am\u00e9lioration des technologies actuelles<\/strong><\/h3>\r\n<p>Les investissements dans les flux de travail de contenu et de cr\u00e9ation le montrent clairement : les entreprises leaders accordent la plus haute priorit\u00e9 \u00e0 l'optimisation des processus et des technologies pour r\u00e9ussir dans le climat \u00e9conomique actuel. Pr\u00e8s de la moiti\u00e9 d'entre elles (48 %) ont indiqu\u00e9 dans la derni\u00e8re \u00e9tude d'Adobe qu'elles souhaitaient maximiser la valeur de leurs technologies de marketing et de donn\u00e9es existantes cette ann\u00e9e.<\/p>\r\n<p>Les plans d'avenir de certaines marques pourraient \u00eatre affect\u00e9s par la situation \u00e9conomique : 76 pour cent des cadres sup\u00e9rieurs des agences soulignent \u00e0 cet \u00e9gard que leurs clients se concentrent sur des chiffres cl\u00e9s et des objectifs de vente \u00e0 court terme. Dans le m\u00eame temps, 73 % des responsables de marques rapportent que la concentration sur les besoins imm\u00e9diats se fait au d\u00e9triment de la planification et de la strat\u00e9gie \u00e0 plus long terme. Une partie des personnes interrog\u00e9es se projette toutefois d\u00e9j\u00e0 dans l'avenir et se penche d\u00e8s aujourd'hui sur de nouvelles plateformes et formes d'engagement num\u00e9riques. 22% indiquent que leur entreprise r\u00e9fl\u00e9chit par exemple \u00e0 des mesures de marketing dans le metaverse.<img class=\"aligncenter size-full wp-image-193337\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/02\/Adobe-Digital-Trends-2023_de-16.jpg\" alt=\"\" width=\"1200\" height=\"748\" \/><\/p>\r\n<hr \/>\r\n<p><em>Le site <strong>Rapport Adobe sur les tendances num\u00e9riques<\/strong> <strong>2023<\/strong> examine comment les entreprises leaders utilisent les technologies de pointe pour aider leurs collaborateurs \u00e0 transformer leur activit\u00e9 et \u00e0 entrer en contact avec leurs clients. Pour sa 13e ann\u00e9e, le Digital Trends Report compare les leaders et les retardataires du secteur afin d'identifier les strat\u00e9gies, les technologies et les th\u00e8mes cl\u00e9s sur lesquels les marques doivent se concentrer pour r\u00e9ussir et se d\u00e9marquer.<\/em><\/p>\r\n<p><em><strong>L'\u00e9tude <\/strong>se base sur une enqu\u00eate en ligne men\u00e9e de septembre \u00e0 novembre 2022. Les r\u00e9sultats sont bas\u00e9s sur les r\u00e9ponses de 9 247 r\u00e9pondants qualifi\u00e9s. <\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>89 Prozent der befragten F\u00fchrungskr\u00e4fte geben in der Adobe-Studie an, dass die Nachfrage nach Content deutlich gestiegen ist. Doch trotz dieses wachsenden Kundenwunsches nach dynamischen digitalen Erlebnissen auf immer mehr Kan\u00e4len sieht sich nur eine Minderheit der Marken wirklich gut aufgestellt f\u00fcr die Erstellung und Bereitstellung von Content. Als Reaktion darauf \u00fcberdenken, optimieren und beschleunigen [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Adobe Content","_yoast_wpseo_metadesc":"Adobe-Studie: 89% der F\u00fchrungskr\u00e4fte sehen wachsende Nachfrage nach Content. Effiziente Content-Prozesse als Schl\u00fcssel.","articlekey":"","footnotes":""},"categories":[29],"tags":[3618],"class_list":["post-18780","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-adobe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marken investieren 2023 verst\u00e4rkt in Content-Erstellung und Workflow-Optimierungen - Organisator<\/title>\n<meta name=\"description\" content=\"Adobe-Studie: 89% der F\u00fchrungskr\u00e4fte sehen wachsende Nachfrage nach Content. 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