{"id":2840,"date":"2022-11-02T10:12:00","date_gmt":"2022-11-02T10:12:00","guid":{"rendered":"https:\/\/www.spot-hit.fr\/ressources\/?p=2840"},"modified":"2024-05-28T15:21:12","modified_gmt":"2024-05-28T15:21:12","slug":"communication-marketing-integre","status":"publish","type":"post","link":"https:\/\/www.spot-hit.fr\/ressources\/communication-marketing-integre","title":{"rendered":"Communication marketing int\u00e9gr\u00e9e : d\u00e9finition et objectifs"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Vous avez entendu parler de la communication marketing int\u00e9gr\u00e9e, mais ce concept demeure encore un peu flou pour vous&nbsp;? Voici quelques explications pr\u00e9cises qui vous apporteront un maximum de r\u00e9ponses en minium de temps quant \u00e0 cette pratique marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comment d\u00e9finir le marketing int\u00e9gr\u00e9, ou encore quels en sont les avantages et les objectifs ? C\u2019est ce que vous allez d\u00e9couvrir d\u00e8s maintenant.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>La communication marketing int\u00e9gr\u00e9e, c\u2019est quoi&nbsp;?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les d\u00e9partements marketing se composent de diff\u00e9rentes \u00e9quipes avec un r\u00f4le bien d\u00e9fini. Bien souvent, chaque \u00e9quipe a pour mission de travailler sur un canal de communication d\u00e9di\u00e9 (r\u00e9seaux sociaux, site internet, emailing, chatbot, campagne SMS, etc.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chaque collaborateur travaille donc en parall\u00e8le avec ses coll\u00e8gues sur la cr\u00e9ation de diff\u00e9rents projets de communication bien distincts. Avec cette m\u00e9thode, il arrive souvent que les projets donnent lieu \u00e0 des messages divergents qui peuvent pr\u00eater \u00e0 confusion pour le client final.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est l\u00e0 qu\u2019entre en jeu la communication marketing int\u00e9gr\u00e9e, aussi appel\u00e9e CMI. Son objectif ultime est simple : contrer la probl\u00e9matique du marketing d\u00e9sorganis\u00e9 et r\u00e9unir toutes les \u00e9quipes autour d\u2019un message unique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La CMI favorise la synergie des activit\u00e9s entre les diff\u00e9rentes \u00e9quipes marketing qui composent un d\u00e9partement, assurant ainsi la coh\u00e9rence du message final propos\u00e9 aux clients. Avec la communication marketing int\u00e9gr\u00e9e, l\u2019entreprise diffuse un message commun, et ce, quel que soit le support.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pourquoi la communication marketing int\u00e9gr\u00e9e est-elle incontournable ?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Si vous vous demandez pourquoi utiliser le marketing int\u00e9gr\u00e9, sachez que la r\u00e9ponse \u00e0 cette question est plurielle. En effet, il existe plusieurs arguments capables de convaincre n\u2019importe quelle entreprise d\u2019adopter cette solution marketing afin de rationaliser sa strat\u00e9gie marketing. Mais en voici les principaux :<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1 \u2013 Assurer la coh\u00e9rence du discours<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Un discours coh\u00e9rent et pertinent a toutes les chances de marquer les esprits. Il est important de noter qu\u2019un consommateur peut \u00eatre expos\u00e9 \u00e0 plus de 300 publicit\u00e9s par jour. Parmi celles-ci, seule une centaine parviendront \u00e0 retenir son attention. Celles dont il se souviendra dans les jours qui suivent ne s\u2019\u00e9l\u00e8vent plus qu\u2019\u00e0 une mince poign\u00e9e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Maximiser les chances de marquer les esprits est donc essentiel, d\u2019autant plus que la concurrence est rude, et ce, dans n\u2019importe quel secteur d\u2019activit\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2 \u2013 Optimiser les performances des strat\u00e9gies de communication<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Assurer la coh\u00e9rence des messages d\u2019une m\u00eame strat\u00e9gie marketing permet d\u2019en optimiser les performances. \u00c9tant donn\u00e9 que l\u2019entreprise tient le m\u00eame discours sur ses diff\u00e9rents canaux de communication, les performances peuvent \u00eatre envisag\u00e9es de fa\u00e7on globale et non individuelle \u00e0 chaque canal afin de gagner en visibilit\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3 \u2013 R\u00e9duire le budget de communication et mieux utiliser les ressources<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Harmoniser un message dans le cadre de la communication marketing int\u00e9gr\u00e9e permet aussi de r\u00e9duire les co\u00fbts et d\u2019optimiser le budget comme les frais g\u00e9n\u00e9raux. Un message coh\u00e9rent permet de cr\u00e9er du contenu pouvant \u00eatre r\u00e9utilis\u00e9 sur diff\u00e9rents canaux, qu\u2019ils soient en ligne ou hors ligne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Celui-ci peut aussi \u00eatre r\u00e9utilis\u00e9 par les diff\u00e9rentes \u00e9quipes commerciales, quel que soit leur situation g\u00e9ographique ou l\u2019\u00e9v\u00e8nement organis\u00e9. Ce qui repr\u00e9sente un gain de temps ainsi qu\u2019un gain mon\u00e9taire.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4 \u2013 Offrir une exp\u00e9rience client plus coh\u00e9rente<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Il ne faut pas oublier que, si adopter la communication marketing int\u00e9gr\u00e9e est profitable aux \u00e9quipes marketing, elle l\u2019est aussi et surtout pour les clients de l\u2019entreprise. En effet, proposer un message global et coh\u00e9rent permet aux clients de mieux comprendre une offre de biens ou de services. Pour l\u2019entreprise, il s\u2019agit d\u2019un enjeu essentiel qui lui permettra d\u2019acqu\u00e9rir, mais \u00e9galement de fid\u00e9liser sa client\u00e8le afin d\u2019\u00e9viter qu\u2019elle ne migre vers la concurrence.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Communication marketing int\u00e9gr\u00e9e, quels sont ses avantages ?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En plus de favoriser la cr\u00e9ation d\u2019une strat\u00e9gie de communication unifi\u00e9e, le marketing int\u00e9gr\u00e9 a de nombreux autres avantages. La cr\u00e9ation d\u2019un message coh\u00e9rent para\u00eet \u00eatre un concept simple, pourtant, les enjeux vis-\u00e0-vis d\u2019une marque sont immenses. Voici quelques exemples de points positifs sur lesquels la CMI a un impact significatif :<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1 \u2013 L\u2019am\u00e9lioration de la notori\u00e9t\u00e9<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Adopter la communication marketing int\u00e9gr\u00e9e au sein de ses services permet de travailler sur l\u2019am\u00e9lioration de la notori\u00e9t\u00e9 d\u2019une marque en renfor\u00e7ant son image de marque. Celle-ci se positionne sur le march\u00e9 comme une marque fiable et qui inspire confiance, tout en affichant une unit\u00e9 qui s\u2019av\u00e8re extr\u00eamement rassurante pour les clients.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2 \u2013 L\u2019augmentation des ventes<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsqu\u2019une strat\u00e9gie de communication marketing int\u00e9gr\u00e9e est mise en place et correctement orchestr\u00e9e, les r\u00e9sultats sur les chiffres de vente sont toujours au rendez-vous. Lorsque l\u2019ensemble des activit\u00e9s marketing sont ax\u00e9es dans la m\u00eame direction, la force de vente en ressent imm\u00e9diatement les b\u00e9n\u00e9fices, ce qui conduit l\u2019entreprise vers une augmentation de son chiffre d\u2019affaires.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3 \u2013 L\u2019augmentation des performances du d\u00e9partement marketing<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Adopter une strat\u00e9gie de communication globale permet de d\u00e9ployer plus efficacement le message de l\u2019entreprise sur les diff\u00e9rents canaux choisis. Les messages g\u00e9n\u00e9r\u00e9s sont aussi plus pertinents et plus percutants. \u00c0 terme, cela influence l\u2019efficacit\u00e9 des \u00e9quipes qui s\u2019en trouve d\u00e9cupl\u00e9e, permettant ainsi un gain de temps non-n\u00e9gligeable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>La communication marketing int\u00e9gr\u00e9e a-t-elle des limites ?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Si la communication marketing int\u00e9gr\u00e9e ne semble poss\u00e9der que des avantages comme nous l\u2019avons vu jusqu\u2019ici, il est important d\u2019en conna\u00eetre les quelques inconv\u00e9nients. Une fois anticip\u00e9s, ceux-ci peuvent \u00eatre contourn\u00e9s de sorte que l\u2019entreprise puisse profiter pleinement de l\u2019ensemble des b\u00e9n\u00e9fices de la CMI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La principale limite de cette m\u00e9thode se situe au niveau de la Direction qui peut parfois se montrer r\u00e9ticente \u00e0 regrouper un m\u00eame budget pour l\u2019ensemble d\u2019un d\u00e9partement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De plus, adopter un message global \u00ab force \u00bb toutes les \u00e9quipes d\u2019un m\u00eame d\u00e9partement \u00e0 partager une responsabilit\u00e9 commune. Certaines peuvent parfois se montrer r\u00e9ticentes face \u00e0 cette id\u00e9e, d\u2019autant plus que la pression peut s\u2019en retrouver augment\u00e9e. Il s\u2019agit pour la direction de montrer les b\u00e9n\u00e9fices pour les diff\u00e9rentes \u00e9quipes et \u00e0 terme, pour l\u2019entreprise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dor\u00e9navant, la communication marketing int\u00e9gr\u00e9e ne devrait plus avoir de secret pour vous. Malgr\u00e9 les quelques limites facilement g\u00e9rables, les nombreux avantages qu\u2019offre la communication marketing int\u00e9gr\u00e9e en valent largement la chandelle. Alors si les messages de vos campagnes marketing actuelles n\u2019atteignent pas les objectifs fix\u00e9s, testez la communication marketing int\u00e9gr\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous avez entendu parler de la communication marketing int\u00e9gr\u00e9e, mais ce concept demeure encore un peu flou pour vous&nbsp;? Voici quelques explications pr\u00e9cises qui vous apporteront un maximum de r\u00e9ponses en minium de temps quant \u00e0 cette pratique marketing. Comment d\u00e9finir le marketing int\u00e9gr\u00e9, ou encore quels en sont les avantages et les objectifs ? [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3003,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-2840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Communication marketing int\u00e9gr\u00e9e : d\u00e9finition et objectifs - Spot-Hit<\/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.spot-hit.fr\/ressources\/communication-marketing-integre\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Communication marketing int\u00e9gr\u00e9e : d\u00e9finition et objectifs - Spot-Hit\" \/>\n<meta property=\"og:description\" content=\"Vous avez entendu parler de la communication marketing int\u00e9gr\u00e9e, mais ce concept demeure encore un peu flou pour vous&nbsp;? 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