{"id":550,"date":"2019-01-22T14:20:12","date_gmt":"2019-01-22T14:20:12","guid":{"rendered":"https:\/\/blog2.botnation.ai\/?p=550"},"modified":"2022-02-04T18:49:17","modified_gmt":"2022-02-04T18:49:17","slug":"marketing-planning","status":"publish","type":"post","link":"https:\/\/blog2.botnation.ai\/fr\/marketing-planning\/","title":{"rendered":"Marketing planning : comment r\u00e9aliser un plan marketing ?"},"content":{"rendered":"\n<p><strong>Le marketing<\/strong> est un \u00e9l\u00e9ment indispensable dans la r\u00e9ussite de toute entreprise. Le principal mission du marketing et de d\u00e9cider quels sont les clients qu&rsquo;il faut cibler en fonction des services ou produits de l&rsquo;entreprise. Le marketing permet \u00e9galement de savoir de quelle mani\u00e8re il faudra proc\u00e9der afin d&rsquo;atteindre les clients.<\/p>\n\n\n\n<p>Le <a href=\"https:\/\/blog2.botnation.ai\/fr\/agence-marketing-digital\/\">marketing planning ou plan marketing est la cl\u00e9 de la r\u00e9ussite de votre strat\u00e9gie<\/a> de communication, quel que soit votre domaine d&rsquo;activit\u00e9. Il permet d&rsquo;avoir un plan coh\u00e9rent qu&rsquo;il faut suivre afin d&rsquo;augmenter vos ventes et par extension, votre chiffre d&rsquo;affaires. Dans cet article, vous allez tout <a href=\"https:\/\/blog2.botnation.ai\/fr\/plezi-marketing-automation\/\">d\u00e9couvrir \u00e0 propos du marketing<\/a> planning et des \u00e9l\u00e9ments \u00e0 prendre en compte pour le r\u00e9ussir.<\/p>\n\n\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Sommaire<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog2.botnation.ai\/fr\/marketing-planning\/#Lanalyse_externe_afin_de_reussir_son_marketing_planning\" >L&rsquo;analyse externe afin de r\u00e9ussir son marketing planning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog2.botnation.ai\/fr\/marketing-planning\/#Un_marketing_planning_avec_lanalyse_SWOT\" >Un marketing planning avec l&rsquo;analyse SWOT<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog2.botnation.ai\/fr\/marketing-planning\/#La_definition_de_votre_objectif_dans_le_marketing_planning\" >La d\u00e9finition de votre objectif dans le marketing planning<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"l-analyse-externe-afin-de-reussir-son-marketing-planning\"><span class=\"ez-toc-section\" id=\"Lanalyse_externe_afin_de_reussir_son_marketing_planning\"><\/span>L&rsquo;analyse externe afin de r\u00e9ussir son marketing planning<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La premi\u00e8re \u00e9tape du <strong>marketing planning<\/strong> et de r\u00e9aliser une analyse de l&rsquo;environnement externe de l&rsquo;entreprise. Pour cela, vous devrez tenir compte de plusieurs environnements :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Politique : il s&rsquo;agit des diff\u00e9rentes d\u00e9cisions qui impactent la fiscalit\u00e9 ainsi que les diff\u00e9rentes aides de l&rsquo;\u00c9tat aux entreprises.<\/li><li>\u00c9conomique : il faudra prendre en compte le taux d&rsquo;int\u00e9r\u00eat, le taux de change, le SMIG, etc.<\/li><li>Social : il s&rsquo;agit de tenir compte des diff\u00e9rentes habitudes des consommateurs ainsi que des diff\u00e9rents changements dans leur mode de vie.<\/li><li>Technologique : on parle des diff\u00e9rentes nouvelles techniques utilis\u00e9es dans le productions par exemple, dans le domaine dans lequel exerce votre entreprise ou des nouvelles innovations comme <a href=\"\/fr\/\">l&rsquo;am\u00e9lioration du service client<\/a> par la mise en place d&rsquo;un chatbot.<\/li><li>\u00c9cologique : il ne faut pas oublier de tenir compte des diff\u00e9rentes mesures \u00e9cologiques et du d\u00e9veloppement durable.<\/li><li>L\u00e9gal : il s&rsquo;agit des diff\u00e9rentes lois qui r\u00e9gissent votre secteur d&rsquo;activit\u00e9 en tant qu&rsquo;entreprise.<\/li><\/ul>\n\n\n\n<p>En plus de tout cela, il est primordial d&rsquo;analyser votre environnement concurrentiel. Quel est votre <a href=\"https:\/\/blog2.botnation.ai\/fr\/marketing-reseaux-sociaux\/\">positionnement marketing<\/a> par rapport aux concurrents par exemple, vos parts de march\u00e9, l&rsquo;avis des consommateurs, etc. N&rsquo;oubliez pas \u00e9galement de r\u00e9aliser un \u00e9tude compl\u00e8te \u00e0 propos de votre r\u00e9putation ainsi que votre e-r\u00e9putation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"un-marketing-planning-avec-l-analyse-swot\"><span class=\"ez-toc-section\" id=\"Un_marketing_planning_avec_lanalyse_SWOT\"><\/span>Un marketing planning avec l&rsquo;analyse SWOT<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>L&rsquo;analyse SWOT<\/strong> ou FFOM d\u00e9signe l&rsquo;analyse des forces et faiblesse en interne et des opportunit\u00e9s et menaces en externe. Tout d&rsquo;abord, l&rsquo;analyse des forces d\u00e9signe l&rsquo;\u00e9tude de vos points forts, cela peut \u00eatre une grande expertise dans le domaine, des employ\u00e9s d\u00e9vou\u00e9s, de grandes parts de march\u00e9, etc. Notez ce qui vous d\u00e9marque r\u00e9ellement des concurrents.<\/p>\n\n\n\n<p>Les faiblesses sont, au contraire, ce que vous devez am\u00e9liorer, cela peut \u00eatre une communication publicitaire insuffisante, le retard pris sur la mise place nouveaux outils (crm, <a href=\"https:\/\/blog2.botnation.ai\/fr\/escalade-vers-humain\/\">livechat<\/a>, chatbot, etc..), une rotation d&#8217;employ\u00e9s trop fr\u00e9quente (taux de d\u00e9mission ou d&rsquo;abandon \u00e9lev\u00e9), etc.<\/p>\n\n\n\n<p>Les opportunit\u00e9s et menaces sont des facteurs externes sur lesquels vous n&rsquo;avez pas le contr\u00f4le, mais vous devez vous en servir afin de r\u00e9ussir votre planning marketing. Par exemple, le changement de mode de vie du consommateur peut aussi bien \u00eatre une menace qu&rsquo;une opportunit\u00e9. Afin de <strong>r\u00e9ussir votre planning marketing<\/strong>, le cl\u00e9 est l&rsquo;anticipation.<\/p>\n\n\n\n<p>En r\u00e9sum\u00e9, l&rsquo;analyse FFOM peut vous permettre d&rsquo;identifier les meilleurs clients \u00e0 cibler et comment proc\u00e9der \u00e0 un meilleur ciblage. Vous aurez \u00e9galement quels sont les meilleurs canaux \u00e0 utiliser pour diffuser votre message publicitaire gr\u00e2ce \u00e0 cette analyse.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"la-definition-de-votre-objectif-dans-le-marketing-planning\"><span class=\"ez-toc-section\" id=\"La_definition_de_votre_objectif_dans_le_marketing_planning\"><\/span>La d\u00e9finition de votre objectif dans le marketing planning<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Tout bon plan doit avoir des objectifs. Afin que votre entreprise puisse avancer et <strong>r\u00e9aliser de grands b\u00e9n\u00e9fices<\/strong>, il faudra d\u00e9terminer vos objectifs. Cela peut \u00eatre par exemple doubler les ventes sur une ann\u00e9e, cibler 1 000 clients suppl\u00e9mentaires chaque mois, am\u00e9liorer la qualit\u00e9 de vos produits, etc. Quels que soient vos objectifs, ces derniers doivent \u00eatre <strong>SMART<\/strong> afin d&rsquo;\u00e9viter de vous perdre :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>S<\/strong>trat\u00e9giques : fixez-vous un seul objectif strat\u00e9gique bien pr\u00e9cis, comme dit pr\u00e9c\u00e9demment, cela peut \u00eatre le ciblage de nouveaux clients.<\/li><li><strong>M<\/strong>esurables : il est important que vos objectifs soient mesurables afin de constamment v\u00e9rifier le progr\u00e8s.<\/li><li><strong>A<\/strong>tteignables : il faudra veiller \u00e0 disposer de toutes les ressources n\u00e9cessaires qui vous aideront \u00e0 atteindre vos objectifs. Par exemple, vous ne pourrez pas augmenter votre production si vous n&rsquo;avez pas d&rsquo;appareils ou outils marketing suppl\u00e9mentaires.<\/li><li><strong>R<\/strong>\u00e9alisables : vos objectifs doivent \u00eatre r\u00e9alistes et raisonnables, ne vous fixez pas d&rsquo;objectifs trop grands, cela risquerait de vous d\u00e9motiver et de faire \u00e9chouer votre planning marketing.<\/li><li>dans les <strong>T<\/strong>emps : bien entendu, vous devez vous donner une date limite car vos objectifs ne doivent pas s&rsquo;\u00e9tendre dans le temps. Cela peut \u00eatre un mois, une ann\u00e9e ou bien m\u00eame 10 ans.<\/li><\/ul>\n\n\n\n<p>Si vous ne parvenez pas \u00e0 vous fixer des objectifs afin de<strong> r\u00e9aliser votre marketing planning<\/strong>, il est possible de faire appel \u00e0 un professionnel du marketing pour vous aider \u00e0 le faire.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Le marketing est un \u00e9l\u00e9ment indispensable dans la r\u00e9ussite de toute entreprise. Le principal mission du marketing et de d\u00e9cider quels sont les clients qu&rsquo;il faut cibler en fonction des &hellip; <\/p>\n","protected":false},"author":1,"featured_media":548,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-550","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actu"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing planning : comment r\u00e9aliser un plan marketing ? - Actualit\u00e9 Chatbot, IA Conversationnelle &amp; G\u00e9n\u00e9ration d&#039;Images IA<\/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:\/\/blog2.botnation.ai\/fr\/marketing-planning\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing planning : comment r\u00e9aliser un plan marketing ? - Actualit\u00e9 Chatbot, IA Conversationnelle &amp; G\u00e9n\u00e9ration d&#039;Images IA\" \/>\n<meta property=\"og:description\" content=\"Le marketing est un \u00e9l\u00e9ment indispensable dans la r\u00e9ussite de toute entreprise. Le principal mission du marketing et de d\u00e9cider quels sont les clients qu&rsquo;il faut cibler en fonction des &hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog2.botnation.ai\/fr\/marketing-planning\/\" \/>\n<meta property=\"og:site_name\" content=\"Actualit\u00e9 Chatbot, IA Conversationnelle &amp; G\u00e9n\u00e9ration d&#039;Images IA\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/botnationAI\" \/>\n<meta property=\"article:published_time\" content=\"2019-01-22T14:20:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-02-04T18:49:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog2.botnation.ai\/wp-content\/uploads\/2022\/01\/marketing-planning.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"1132\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Amandine Carpentier\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@l_love_y0u\" \/>\n<meta name=\"twitter:site\" content=\"@botnationai\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Amandine Carpentier\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/marketing-planning\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/marketing-planning\\\/\"},\"author\":{\"name\":\"Amandine Carpentier\",\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/#\\\/schema\\\/person\\\/2d617349293f41f91c76f9f8b01915da\"},\"headline\":\"Marketing planning : comment r\u00e9aliser un plan marketing ?\",\"datePublished\":\"2019-01-22T14:20:12+00:00\",\"dateModified\":\"2022-02-04T18:49:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/marketing-planning\\\/\"},\"wordCount\":863,\"publisher\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/marketing-planning\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog2.botnation.ai\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/marketing-planning.jpg\",\"articleSection\":[\"Actu\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/marketing-planning\\\/\",\"url\":\"https:\\\/\\\/blog2.botnation.ai\\\/fr\\\/marketing-planning\\\/\",\"name\":\"Marketing planning : comment r\u00e9aliser un plan marketing ? 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