{"id":3649,"date":"2021-03-25T18:17:05","date_gmt":"2021-03-25T17:17:05","guid":{"rendered":"https:\/\/www.sortlist.fr\/blog\/?p=3649"},"modified":"2025-02-12T09:04:29","modified_gmt":"2025-02-12T08:04:29","slug":"barometre-marketing-2021","status":"publish","type":"post","link":"https:\/\/www.sortlist.fr\/blog\/barometre-marketing-2021\/","title":{"rendered":"Barom\u00e8tre marketing : Budgets, tendances, et inspirations pour les PME"},"content":{"rendered":"<p>En 2020, Sortlist a publi\u00e9 <a href=\"https:\/\/www.sortlist.fr\/blog\/category\/marketing\/insights\/\" target=\"_blank\" rel=\"noopener noreferrer\">plusieurs articles<\/a> qui expliquaient l&rsquo;impact du COVID-19 sur le marketing. Pour prolonger cette s\u00e9rie, nous avons interrog\u00e9 500 dirigeants de PME actives partout en Europe. L&rsquo;objectif \u00e9tait de comprendre comment ces PME allaient adapter leurs strat\u00e9gies marketing et leurs budgets pour 2021.<\/p>\n<p><strong>Voici ce que nous avons d\u00e9couvert :&nbsp;<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Les budgets marketing sont impact\u00e9s diff\u00e9remment \u00e0 travers l&rsquo;Europe. Avec des augmentations et des diminutions significatives.<\/li>\n<li><span style=\"font-weight: 400;\">La pand\u00e9mie dicte encore quelles comp\u00e9tences marketing sont les plus recherch\u00e9es.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Les entreprises font preuve d&rsquo;innovation pour utiliser leurs ressources au maximum.<\/span><\/li>\n<\/ul>\n<p>Face \u00e0 ces derni\u00e8res tendances, nous ne pouvons que recommander de s&rsquo;entourer et de travailler avec les bons partenaires. \u00c0 cette fin, nous pouvons vous mettre en relation avec une <a href=\"https:\/\/www.sortlist.fr\/s\/conseil-marketing\/paris-fr\" target=\"_blank\" rel=\"noopener\">agence de marketing paris<\/a>, par exemple.<\/p>\n<h2 class=\"wp-block-heading\">L&rsquo;impact de la pand\u00e9mie sur les budgets marketing en 2021<\/h2>\n<p>Le COVID-19 a rendu certains canaux marketing in\u00e9vitables et a influenc\u00e9 <a href=\"https:\/\/https:\/\/www.sortlist.fr\/datahub\/reports\/covid-19-digitalisation-pme\/\/\" target=\"_blank\" rel=\"noopener noreferrer\">la strat\u00e9gie de digitalisation des PME<\/a>.<\/p>\n<p>De plus, notre dernier barom\u00e8tre montrait un impact ind\u00e9niable sur les budgets consacr\u00e9s au marketing.&nbsp;Sur les principaux march\u00e9s de Sortlist (Allemagne, France, Belgique, Espagne, Pays-Bas), 47% des PME interrog\u00e9es d\u00e9claraient que leur budget marketing serait plus petit en 2021 qu&rsquo;en 2020.&nbsp;Cela dit, 23,7% des PME disaient le contraire et allaient augmenter leur budget pour 2021.<\/p>\n<p>Pendant ce temps, 19,7% n&rsquo;ont pas encore pris de d\u00e9cision quant au montant de leur budget et 7,4% l&rsquo;ont laiss\u00e9 inchang\u00e9 pour 2021.<\/p>\n<p>Si on regarde de plus pr\u00e8s ces 5 pays, on se rend vite compte que la pand\u00e9mie a impact\u00e9 les investissements marketing de diff\u00e9rentes mani\u00e8res.<\/p>\n<h3 class=\"wp-block-heading\">Les Pays-Bas<\/h3>\n<p>Selon notre \u00e9tude, un tiers des PME n\u00e9erlandaises (30%) vont augmenter leur budget marketing en 2021. La plupart de ces augmentations iront de 11 \u00e0 25%.<\/p>\n<p><span style=\"font-weight: 400;\">Autrement dit, cela veut dire que 25% des entreprises interrog\u00e9es comptent investir entre 10.000 et 100.000\u20ac dans leur marketing cette ann\u00e9e. Et un autre 25% a pour objectif d&rsquo;investir entre 5.000 et 10.000\u20ac.&nbsp;<\/span><\/p>\n<p>D&rsquo;un autre c\u00f4t\u00e9, 39% des dirigeants d&rsquo;entreprises ont d\u00e9clar\u00e9 qu&rsquo;ils investiraient moins et 23% n&rsquo;avaient pas encore pris leur d\u00e9cision.<\/p>\n<p>Avec ces chiffres, les Pays-Bas ont le plus haut taux de PME avec un budget marketing en croissance, et ce par rapport aux autres pays interrog\u00e9s dans le cadre de ce barom\u00e8tre.<\/p>\n<h3 class=\"wp-block-heading\">L&rsquo;Espagne<\/h3>\n<p>L&rsquo;Espagne arrive deuxi\u00e8me en mati\u00e8re de budget marketing en croissance : 20,8% des dirigeants de PME espagnoles ont l&rsquo;intention d&rsquo;augmenter leurs investissements marketing.<\/p>\n<p>La plupart de ces augmentations vont de 6 \u00e0 25%. Par cons\u00e9quent, la plupart des budgets marketing investis par les PME espagnoles iront de 1.000 \u00e0 10.000\u20ac, avec 20% d&rsquo;entre elles allant jusqu&rsquo;\u00e0 100.000\u20ac.<\/p>\n<p>D&rsquo;apr\u00e8s notre \u00e9tude, l&rsquo;Espagne est proche de la moyenne europ\u00e9enne en mati\u00e8re de stabilit\u00e9 et de r\u00e9duction des budgets. Dans ce pays, 44% des dirigeants d&rsquo;entreprises ont l&rsquo;intention de r\u00e9duire leurs investissements marketing tandis que 7% vont les laisser inchang\u00e9s par rapport \u00e0 2020.<\/p>\n<p>Enfin, 20% des PME n&rsquo;avaient pas encore pris de d\u00e9cision au moment d&rsquo;\u00eatre interrog\u00e9es.<\/p>\n<h3 class=\"wp-block-heading\">L&rsquo;Allemagne<\/h3>\n<p>En 2021, une PME allemande sur quatre aura un budget marketing en croissance. De mani\u00e8re g\u00e9n\u00e9rale, les investissements marketing pr\u00e9vus par les PME allemandes sont plus \u00e9lev\u00e9s qu&rsquo;en Espagne : pr\u00e8s de 25% de ces derni\u00e8res investiront entre 10.000 et 100.000\u20ac cette ann\u00e9e.<\/p>\n<p>De la m\u00eame mani\u00e8re qu&rsquo;aux Pays-Bas, 39% des dirigeants allemands vont diminuer leurs budgets.&nbsp;Enfin, les augmentations et diminutions de ces budgets iront de 6 \u00e0 25%.<\/p>\n<h3 class=\"wp-block-heading\">La Belgique<\/h3>\n<p>22,4% des PME belges vont augmenter leur budget marketing en 2021. Ce budget peut \u00eatre tr\u00e8s vari\u00e9 : on retrouve des PME qui comptent investir entre 1.000 et 5.000\u20ac, tandis que d&rsquo;autres planifient d&rsquo;investir jusqu&rsquo;\u00e0 100.000\u20ac.<\/p>\n<p>Cependant, plus de la moiti\u00e9 des PME belges interrog\u00e9es vont diminuer leur budget (53,1%). De plus, 4,1% vont maintenir leur budget tandis que 19,4% n&rsquo;ont pas encore pris de d\u00e9cision.<\/p>\n<p>La plupart des r\u00e9ductions de budget vont jusqu&rsquo;\u00e0 25%, tandis que les augmentations vont de 6 \u00e0 25%.<\/p>\n<h3 class=\"wp-block-heading\">La France<\/h3>\n<p>C&rsquo;est en France qu&rsquo;on retrouve les plus fortes r\u00e9ductions de budget marketing : 60% des PME fran\u00e7aises interrog\u00e9es vont diminuer leurs investissements en 2021. \u00c0 contrario, seules 14% augmenteront leur budget.<\/p>\n<p>De plus, 12% ne changeront pas leur budget et 12% n&rsquo;ont pas encore pris de d\u00e9cision.<\/p>\n<p>Enfin, ces budgets peuvent \u00eatre tr\u00e8s vari\u00e9s. Par exemple, on retrouve 20% de PME avec un budget marketing allant de 1.000 \u00e0 5.000\u20ac, tandis qu&rsquo;un autre 20% est pr\u00eat \u00e0 investir entre 5.000 et 10.000\u20ac.<\/p>\n<h2 class=\"wp-block-heading\">Quelles sont les expertises o\u00f9 les PME europ\u00e9ennes investiront en 2021 ?<\/h2>\n<p>En plus de regarder comment les budgets sont impact\u00e9s par la pand\u00e9mie, nous avons demand\u00e9 aux PME comment elles allaient investir leurs budgets en 2021. Les r\u00e9sultats montrent que les canaux de communication digitale restent une priorit\u00e9.<\/p>\n<p>Dans tous les pays interrog\u00e9s, le top 3 des canaux digitaux utilis\u00e9s en 2021 seront <strong>les r\u00e9seaux sociaux, les sites Internet d\u2019entreprises,<\/strong> et <strong>le marketing par email.<\/strong><\/p>\n<p>Par cons\u00e9quent, la cr\u00e9ation de <strong>strat\u00e9gie digitale<\/strong>, la cr\u00e9ation de <strong>site web<\/strong>, et le <strong>social media<\/strong> seront les 3 expertises marketing les plus demand\u00e9es en 2021. Pour les PME souhaitant renforcer leur communication, faire appel \u00e0 une <a href=\"https:\/\/www.sortlist.fr\/relations-presse\/france-fr\">agence relation presse<\/a> peut s&rsquo;av\u00e9rer tr\u00e8s b\u00e9n\u00e9fique.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1826\" height=\"910\" src=\"https:\/\/www.sortlist.fr\/blog\/wp-content\/uploads\/2021\/01\/capture-decran-2021-01-26-a-17.04.51.png\" alt=\"screenshot online butcher\" class=\"wp-image-3657\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51.png 1826w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-768x383.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-1536x765.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-50x25.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-288x144.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-576x287.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-339x169.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-678x338.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-373x186.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-746x372.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-691x344.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-1382x689.png 1382w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-973x485.png 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-1048x522.png 1048w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-478x238.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-956x476.png 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-516x257.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-1032x514.png 1032w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-680x339.png 680w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.04.51-1360x678.png 1360w\" sizes=\"auto, (max-width: 1826px) 100vw, 1826px\" \/><br \/>\n<img loading=\"lazy\" decoding=\"async\" width=\"1814\" height=\"1134\" src=\"https:\/\/www.sortlist.fr\/blog\/wp-content\/uploads\/2021\/01\/capture-decran-2021-01-26-a-17.23.18.png\" alt=\"campagne publicaverti\" class=\"wp-image-3659\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18.png 1814w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-768x480.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-1536x960.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-50x31.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-288x180.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-576x360.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-339x212.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-678x424.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-373x233.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-746x466.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-691x432.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-1382x864.png 1382w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-973x608.png 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-1048x655.png 1048w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-478x299.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-956x598.png 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-516x323.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-1032x645.png 1032w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-680x425.png 680w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/3\/2021\/01\/capture-decran-2021-01-26-a-17.23.18-1360x850.png 1360w\" sizes=\"auto, (max-width: 1814px) 100vw, 1814px\" \/><\/p>\n<h2 class=\"wp-block-heading\"><b>Conclusion<\/b><\/h2>\n<p>Les mesures sanitaires et les restrictions budg\u00e9taires annoncent la couleur du marketing de 2021.<\/p>\n<p>La strat\u00e9gie digitale et la publicit\u00e9 en ligne sont dans le top 3 des expertises marketing les plus demand\u00e9es. Et ce, \u00e0 travers tous les pays interrog\u00e9s. De plus, la cr\u00e9ation de site web et de e-commerce est l&rsquo;un des premiers choix dans 3 des 5 pays \u00e9tudi\u00e9s. De m\u00eame pour les r\u00e9seaux sociaux.<\/p>\n<p>Cela pourrait \u00eatre li\u00e9 au fait que les points de vente physiques soient ferm\u00e9s. De plus, nos r\u00e9sultats montrent qu&rsquo;il y a une corr\u00e9lation entre la nationalit\u00e9 des PME qui envisagent des restrictions budg\u00e9taires pour leur marketing et les pays europ\u00e9ens qui ont connu <a href=\"https:\/\/www.oecd-ilibrary.org\/sites\/39a88ab1-en\/1\/3\/1\/index.html?itemId=\/content\/publication\/39a88ab1-en&amp;_csp_=fd64cf2a9a06f738f45c7aeb5a6f5024&amp;itemIGO=oecd&amp;itemContentType=issue\" target=\"_blank\" rel=\"noopener noreferrer\">une chute de leur PIB<\/a> en 2020.<\/p>\n<p>Cela dit, beaucoup de PME europ\u00e9ennes ont d\u00e9cid\u00e9 d&rsquo;augmenter leur budget marketing. Sans compter les exemples mentionn\u00e9s dans cet article. Ils montrent qu&rsquo;il est possible de s&rsquo;en sortir en investissant des petits budgets intelligemment.<\/p>\n<h2 class=\"wp-block-heading\"><b>M\u00e9thodologie<\/b><\/h2>\n<p>Sortlist a interrog\u00e9 498 dirigeants de PME europ\u00e9ennes, r\u00e9parties entre l&rsquo;Espagne, la France, l&rsquo;Allemagne, la Belgique, et les Pays-Bas.<\/p>\n<p>Une PME est une entreprise avec moins de 250 employ\u00e9s et un chiffre d&rsquo;affaire annuel qui ne d\u00e9passe pas 50 millions d&rsquo;euros.<\/p>\n<p>Enfin, nous avons men\u00e9 notre \u00e9tude entre le 27 novembre et le 7 d\u00e9cembre 2020 via un questionnaire en ligne.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2020, Sortlist a publi\u00e9 plusieurs articles qui expliquaient l&rsquo;impact du COVID-19 sur le marketing. Pour prolonger cette s\u00e9rie, nous avons interrog\u00e9 500 dirigeants de PME actives partout en Europe. L&rsquo;objectif \u00e9tait de comprendre comment ces PME allaient adapter leurs strat\u00e9gies marketing et leurs budgets pour 2021. Voici ce que nous avons d\u00e9couvert :&nbsp; Les [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":3650,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sb_show_comment_boards":false,"content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[48],"class_list":["post-3649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Barom\u00e8tre marketing : Budgets, tendances, et inspirations pour les PME<\/title>\n<meta name=\"description\" content=\"Ce barom\u00e8tre r\u00e9sume les r\u00e9sultats d&#039;une \u00e9tude men\u00e9e aupr\u00e8s de 500 PME europ\u00e9ennes pour comprendre leurs investissements marketing en 2021.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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