{"id":23848,"date":"2023-12-14T07:07:06","date_gmt":"2023-12-14T06:07:06","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=23848"},"modified":"2023-12-14T08:51:34","modified_gmt":"2023-12-14T07:51:34","slug":"fuenf-trends-fuer-das-performance-marketing-2024","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2023-12-14\/fuenf-trends-fuer-das-performance-marketing-2024\/","title":{"rendered":"Cinq tendances pour le marketing \u00e0 la performance en 2024"},"content":{"rendered":"
\"\"\r\n
L'intelligence artificielle continuera d'apporter de profonds changements dans le monde du marketing en 2024. (Image : www.pexels.com)<\/figcaption>\r\n<\/figure>\r\n

L'IA accompagnera et soutiendra le travail du sp\u00e9cialiste du marketing tel un copilote et optimisera ainsi de plus en plus les activit\u00e9s op\u00e9rationnelles de mani\u00e8re autonome. De plus, avec les plateformes personnalis\u00e9es et \u00e0 commande vocale, une nouvelle forme de communication entre l'homme et la machine gagne en importance. Les canaux qui proposent des exp\u00e9riences et des contenus personnalis\u00e9s g\u00e9n\u00e9r\u00e9s par l'IA vont conna\u00eetre un regain de popularit\u00e9. Pour le marketing, ils pourront bient\u00f4t \u00eatre disponibles en tant que nouveaux canaux publicitaires. Gr\u00e2ce \u00e0 ces d\u00e9veloppements technologiques, les sp\u00e9cialistes du marketing de la performance pourront se concentrer davantage sur leurs t\u00e2ches strat\u00e9giques. Les experts de la start-up d'IA marketing analytics Nexoya r\u00e9v\u00e8lent les cinq tendances qui, avec cette \u00e9volution, seront importantes pour les sp\u00e9cialistes du marketing de performance en 2024.<\/p>\r\n

1. de nouvelles cha\u00eenes pertinentes pour la publicit\u00e9 apparaissent<\/strong><\/h3>\r\n

L'\u00e9volution rapide des informations gr\u00e2ce \u00e0 l'IA g\u00e9n\u00e9rative peut donner naissance \u00e0 de nouvelles plateformes en peu de temps. Les mod\u00e8les d'IA g\u00e9n\u00e9rative apprennent les mod\u00e8les et les structures des donn\u00e9es saisies, comme les textes, les images ou d'autres m\u00e9dias. Sur cette base, ils d\u00e9veloppent de nouvelles donn\u00e9es de mani\u00e8re automatis\u00e9e, y compris des contenus ou des publicit\u00e9s personnalis\u00e9s, qui sont g\u00e9n\u00e9r\u00e9s et diffus\u00e9s en temps r\u00e9el. La croissance rapide de la plateforme audio Clubhouse, par exemple, a montr\u00e9 comment un effet de r\u00e9seau extr\u00eame peut soudainement appara\u00eetre.<\/p>\r\n

2. l'IA g\u00e9n\u00e9rative d\u00e9termine le contenu<\/strong><\/h3>\r\n

Cette tendance est la suite logique de ce que nous avons observ\u00e9 en 2023 : L'IA cr\u00e9e des contenus textuels, visuels et vid\u00e9o toujours plus nombreux et de meilleure qualit\u00e9. Dans le domaine de la production vid\u00e9o, nous voyons d\u00e9j\u00e0 aujourd'hui des plateformes comme Synthesia et HeyGen. Elles cr\u00e9ent du contenu avec des avatars bas\u00e9s sur de vraies personnes. Les outils d'IA et l'IA g\u00e9n\u00e9rative seront de plus en plus adapt\u00e9s \u00e0 des secteurs, des marques et des groupes cibles sp\u00e9cifiques. L'objectif est d'obtenir des contenus hautement personnalis\u00e9s et contextuels. Un exemple actuel est le lancement de Performance Max pour les campagnes Google avec des images g\u00e9n\u00e9r\u00e9es par IA pour les supports publicitaires. Bient\u00f4t, la g\u00e9n\u00e9ration de textes, de graphiques et de vid\u00e9os sera disponible par d\u00e9faut sur chaque plateforme publicitaire et sera test\u00e9e et appliqu\u00e9e automatiquement. Cela signifie une m\u00e9thode de travail in\u00e9dite et des possibilit\u00e9s suppl\u00e9mentaires pour les experts en marketing de contenu.<\/p>\r\n

3. acc\u00e8s sans \u00e9cran \u00e0 l'IA<\/strong><\/h3>\r\n

La technologie devient ind\u00e9pendante des \u00e9crans des smartphones ou des tablettes. Nous assistons au d\u00e9veloppement de nouveaux supports gr\u00e2ce auxquels la technologie accompagnera les gens en permanence. Un exemple est le \"Humane AI Pin\", une puce avec IA int\u00e9gr\u00e9e qui peut \u00eatre port\u00e9e sur les v\u00eatements et qui projette du contenu sur la main. L'IA devient ainsi plus accessible et portable. Cela changera consid\u00e9rablement la mani\u00e8re dont le marketing interagit avec la technologie et dans la vie des gens.<\/p>\r\n

4. l'approche omnicanale devient obligatoire<\/strong><\/h3>\r\n

L'int\u00e9gration multiplateforme pour une exp\u00e9rience de marque homog\u00e8ne du client et une analyse globale par le sp\u00e9cialiste du marketing seront d\u00e9cisives. C'est en effet la seule fa\u00e7on pour les sp\u00e9cialistes du marketing de la performance d'identifier les tendances rapides et d'y r\u00e9agir. Marco Hochstrasser, co-fondateur et CEO de Nexoya, explique : \"Concr\u00e8tement, cela signifie aussi que l'on s'\u00e9loigne compl\u00e8tement de la planification budg\u00e9taire statique et bas\u00e9e sur les vols pour adopter une approche dynamique, always-on, ax\u00e9e sur les donn\u00e9es. Face \u00e0 la multiplicit\u00e9 des canaux, les \u00e9quipes marketing ne peuvent plus \u00e9valuer manuellement quel canal est le plus important. Au lieu de cela, le budget est de plus en plus utilis\u00e9 de mani\u00e8re automatis\u00e9e et intelligente au bon endroit - pour toutes les r\u00e9gions, tous les canaux et toutes les campagnes. Cela se fait le plus efficacement \u00e0 l'aide de solutions bas\u00e9es sur l'IA pour l'optimisation des campagnes\". Les sp\u00e9cialistes du marketing de la performance sont soulag\u00e9s par la technologie des t\u00e2ches de routine qui prennent beaucoup de temps. Ils gagnent ainsi du temps pour se consacrer \u00e0 des t\u00e2ches strat\u00e9giques importantes.\u00a0<\/p>\r\n

5. l'IA devient un copilote strat\u00e9gique<\/strong><\/h3>\r\n

L'utilisation d'un plus grand nombre de canaux dans le cadre de l'IA permet g\u00e9n\u00e9ralement d'augmenter les possibilit\u00e9s de test, d'am\u00e9liorer la port\u00e9e et d'offrir davantage de possibilit\u00e9s d'optimiser le retour sur investissement (ROI), car il y a tout simplement plus de \"masse mobile\". La technologie permet en outre de r\u00e9aliser des simulations : Des sc\u00e9narios de simulation peuvent \u00eatre test\u00e9s et planifi\u00e9s. Pour les sp\u00e9cialistes du marketing de la performance, penser \u00e0 de tels sc\u00e9narios facilite \u00e9galement la communication avec le management : avant que le budget ne soit effectivement d\u00e9pens\u00e9 et que des pr\u00e9visions soient faites quant \u00e0 l'effet escompt\u00e9 - comme le nombre de leads ou le retour sur investissement publicitaire (ROAS) - il est ainsi possible de repr\u00e9senter diff\u00e9rentes r\u00e9alit\u00e9s possibles. Au final, la d\u00e9cision prise est bas\u00e9e sur des donn\u00e9es et non sur des suppositions.<\/p>\r\n

Source : www.nexoya.com<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"

L'intelligence artificielle (IA) continuera d'entra\u00eener de profonds changements dans le monde du marketing en 2024. Le marketing de performance strat\u00e9gique en profitera tout particuli\u00e8rement. En effet, les algorithmes sont imbattables pour analyser de grandes quantit\u00e9s de donn\u00e9es d\u00e9termin\u00e9es sur les interactions, les comportements guid\u00e9s par les int\u00e9r\u00eats et les transactions des clients, et pour optimiser les activit\u00e9s de marketing de mani\u00e8re globale. <\/p>","protected":false},"author":58,"featured_media":23851,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Trends","_yoast_wpseo_metadesc":"K\u00fcnstliche Intelligenz (KI) wird in der Marketingwelt auch 2024 f\u00fcr tiefgreifende Ver\u00e4nderungen sorgen.","articlekey":"","footnotes":""},"categories":[29],"tags":[319,339,485,492],"class_list":["post-23848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-kuenstliche-intelligenz","tag-marketing","tag-trends","tag-unternehmen"],"acf":[],"yoast_head":"\nF\u00fcnf Trends f\u00fcr das Performance-Marketing 2024 - 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