{"id":29154,"date":"2024-08-20T16:48:21","date_gmt":"2024-08-20T14:48:21","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=221814"},"modified":"2024-11-08T12:40:48","modified_gmt":"2024-11-08T11:40:48","slug":"marketing-in-den-usa-hat-tech-nachholbedarf","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-08-20\/marketing-in-den-usa-hat-tech-nachholbedarf\/","title":{"rendered":"Le marketing aux \u00c9tats-Unis a un retard technologique \u00e0 combler"},"content":{"rendered":"<figure id=\"attachment_221815\" class=\"wp-caption aligncenter\" style=\"width: 1200px\" aria-describedby=\"caption-attachment-221815\"><img class=\"aligncenter wp-image-221815 size-full\" src=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2024\/08\/2024-CMO-Survey_Martech.jpg\" alt=\"Enqu\u00eate CMO\" width=\"1200\" height=\"864\" \/>\r\n<figcaption id=\"caption-attachment-221815\" class=\"wp-caption-text\">Aper\u00e7u des r\u00e9sultats de l'enqu\u00eate CMO. (Graphique : Cmosurvey.org)<\/figcaption>\r\n<\/figure>\r\n<p>Ce pronostic est valable malgr\u00e9 le fait que seuls 56,4 % des outils Martech achet\u00e9s sont utilis\u00e9s, comme le montre l'enqu\u00eate. En outre, pr\u00e8s de la moiti\u00e9 des responsables marketing estiment qu'il existe un \u00e9cart consid\u00e9rable entre les avantages de la technologie marketing et leurs espoirs quant \u00e0 ces avantages.<\/p>\r\n<h3><strong>Les grands mod\u00e8les linguistiques sont rarement utilis\u00e9s<\/strong><\/h3>\r\n<p>En m\u00eame temps, l'enqu\u00eate montre que les marketeurs am\u00e9ricains ne sont pas s\u00fbrs de savoir comment exploiter tout le potentiel des technologies pour am\u00e9liorer les performances. L'enqu\u00eate a \u00e9galement r\u00e9v\u00e9l\u00e9 que seulement 10 % des entreprises utilisent des mod\u00e8les linguistiques \u00e0 grande \u00e9chelle pour les activit\u00e9s de marketing, alors que l'IA g\u00e9n\u00e9rative a d\u00e9j\u00e0 un impact positif sur les entreprises, sous la forme d'une r\u00e9duction des frais g\u00e9n\u00e9raux (7 %), d'une augmentation de la satisfaction des clients (6,1 %) et d'une am\u00e9lioration de la productivit\u00e9 des ventes (5,1 %). \"Nos donn\u00e9es montrent qu'il existe un \u00e9norme potentiel pour la poursuite de l'introduction de l'IA dans les entreprises et donc une grande opportunit\u00e9 pour le marketing\", d\u00e9clare Christine Moorman, responsable de l'enqu\u00eate CMO.<\/p>\r\n<p>Cependant, les responsables marketing qui ont int\u00e9gr\u00e9 l'IA g\u00e9n\u00e9rative dans leurs processus font \u00e9tat dans l'enqu\u00eate d'obstacles importants tels que le manque de moyens pour investir dans le mat\u00e9riel n\u00e9cessaire. De plus, \"m\u00eame les \u00e9valuations pour les d\u00e9fis strat\u00e9giques cl\u00e9s, comme s'assurer que l'IA g\u00e9n\u00e9rative correspond bien \u00e0 la marque et aux march\u00e9s cibles, sont moyennes, ce qui indique que les outils doivent \u00eatre optimis\u00e9s pour de meilleures performances\", selon Moorman. <em>(pte\/swi)<\/em><\/p>\r\n<hr \/>\r\n<p><em>Le r\u00e9cent\u00a0<strong><a href=\"https:\/\/cmosurvey.org\/\" rel=\"noopener\">Enqu\u00eate CMO<\/a><\/strong> a \u00e9t\u00e9 r\u00e9alis\u00e9e pour la 32e fois. Pour cette enqu\u00eate, 292 marketeurs occupant des postes de direction ont \u00e9t\u00e9 interrog\u00e9s.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Les entreprises am\u00e9ricaines consacrent en moyenne 19,9 % de leur budget marketing \u00e0 la technologie (Martech). Selon The CMO Survey, ce pourcentage devrait passer \u00e0 30,9 % dans cinq ans.<\/p>","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":"CMO-Befragung","_yoast_wpseo_metadesc":"CMO-Befragung zeigt Diskrepanz zwischen Nutzen und Erwartungen an Martech. Gro\u00dfe Sprachmodelle selten genutzt.","articlekey":"","footnotes":""},"categories":[29],"tags":[4343,4403,459,2421],"class_list":["post-29154","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-markom","tag-martech","tag-studie","tag-usa"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing in den USA hat Tech-Nachholbedarf - Organisator<\/title>\n<meta name=\"description\" content=\"CMO-Befragung zeigt Diskrepanz zwischen Nutzen und Erwartungen an Martech. 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