{"id":1350,"date":"2021-04-30T09:00:00","date_gmt":"2021-04-30T08:00:00","guid":{"rendered":"https:\/\/www.sortlist.fr\/datahub\/?post_type=reports&#038;p=1350"},"modified":"2024-03-07T13:24:17","modified_gmt":"2024-03-07T12:24:17","slug":"marketing-in-house-vs-agence-marketing","status":"publish","type":"reports","link":"https:\/\/www.sortlist.fr\/datahub\/reports\/marketing-in-house-vs-agence-marketing\/","title":{"rendered":"Marketing In-House vs. Agence Externe : Quelle option est plus rentable ?"},"content":{"rendered":"\n<div id=\"section-636a431247ccb\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p><a href=\"https:\/\/sortlist.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sortlist<\/a>\u00a0a r\u00e9cemment publi\u00e9 un\u00a0<a href=\"https:\/\/www.sortlist.fr\/blog\/budget-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Barom\u00e8tre d\u00e9di\u00e9 aux budgets marketing des PME<\/a>. Dans ce barom\u00e8tre, nous avions interrog\u00e9 500 dirigeants de PME Europ\u00e9ennes pour comprendre leurs budgets et leurs strat\u00e9gies marketing.<\/p>\n\n\n\n<p>Pour faire suite \u00e0 ce barom\u00e8tre, nous nous sommes demand\u00e9 s\u2019il \u00e9tait plus int\u00e9ressant pour les PME d\u2019opter pour une&nbsp;<strong>strat\u00e9gie de marketing in-house<\/strong>, ou plut\u00f4t&nbsp;<strong>d\u2019engager une agence sp\u00e9cialis\u00e9e<\/strong>.<\/p>\n\n\n\n<p>Nous r\u00e9pondons \u00e0 cette question dans les lignes qui suivent. Concr\u00e8tement, nous y comparons les co\u00fbts du marketing in-house \u00e0 ceux d\u2019une agence marketing.<\/p>\n\n\n\n<p><strong>Voici nos principales d\u00e9couvertes :&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La majorit\u00e9 des PME interrog\u00e9es pr\u00e9voient de <strong>diminuer leurs budgets marketing<\/strong> en 2021.<\/li>\n\n\n\n<li>Seulement 14,8% des PME ont <strong>un nombre suffisant d\u2019employ\u00e9s dans leur \u00e9quipe <\/strong>marketing.<\/li>\n\n\n\n<li>Engager une agence marketing peut \u00eatre <strong>50% plus rentable<\/strong> qu\u2019une \u00e9quipe marketing in-house.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:82px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Dans cette \u00e9tude marketing :<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#section-636a431247d10\">L\u2019impact de la pand\u00e9mie sur les budgets marketing<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247db5\">\u00c0 quoi ressemblent les budgets marketing en 2021<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247def\">Marketing In-House vs Agence Marketing<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247e37\">Le Marketing chez les PME<\/a><\/li>\n\n\n\n<li><a href=\"#section-636a431247e96\">Avantages et Inconv\u00e9nients<\/a><\/li>\n\n\n\n<li><a href=\"#section-conclusion\">En conclusion<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:86px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>60 %<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">PME qui comptent investir entre 1 000 et 100 000 euros dans leur marketing en 2021<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>302 877 \u20ac<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">Co\u00fbts annuels d&rsquo;une \u00e9quipe marketing in house<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>&#8211; de 50 %<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-medium-font-size\" style=\"font-style:normal;font-weight:400\">PME qui ont des projets marketing men\u00e9s par une \u00e9quipe in house<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247d10\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">L\u2019impact de la pand\u00e9mie sur les budgets marketing<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247d2b\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div class=\"wp-block-columns are-vertically-aligned-bottom is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-bottom is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<p>Chaque ann\u00e9e, les entreprises analysent leurs besoins marketing et d\u00e9finissent un budget selon cette analyse. En 2021, beaucoup d\u2019entreprises ont du pr\u00e9voir leurs budgets diff\u00e9remment. L\u2019objectif \u00e9tant de g\u00e9rer les <strong>difficult\u00e9s financi\u00e8res<\/strong> induites par la pand\u00e9mie de Covid-19.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"496\" height=\"279\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Pandemic-impact-on-budgets-FR.png\" alt=\"\" class=\"wp-image-2682\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Pandemic-impact-on-budgets-FR.png 496w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Pandemic-impact-on-budgets-FR-300x169.png 300w\" sizes=\"auto, (max-width: 496px) 100vw, 496px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>Un an apr\u00e8s le d\u00e9but de la crise, seules 23,7% des PME actives en Belgique, France, Espagne, Allemagne et Pays-Bas d\u00e9clarent vouloir augmenter leurs budgets marketing en 2021. 19,7% d\u00e9clarent qu\u2019aucun budget n\u2019a encore \u00e9t\u00e9 clairement d\u00e9fini. De plus, 7,4% d\u00e9clarent que leur budget restera identique \u00e0 l\u2019ann\u00e9e 2020. Cela veut aussi dire que pour 47% des PME interrog\u00e9es, <strong>le budget marketing de 2021 sera inf\u00e9rieur \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente<\/strong>.<\/p>\n<\/div>\n<\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247db5\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">\u00c0 quoi ressemblent les budgets marketing en 2021<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247dc3\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Combien allez-vous d\u00e9penser en marketing en 2021 ?<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">Dans chacun des pays \u00e9tudi\u00e9s,&nbsp;en moyenne 60% des PME comptent investir entre 1000 et 100.000 euros dans leur marketing en 2021.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"496\" height=\"279\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-How-much-are-you-going-to-spend-on-marketing-in-2021.png\" alt=\"\" class=\"wp-image-2683\" style=\"width:624px;height:351px\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-How-much-are-you-going-to-spend-on-marketing-in-2021.png 496w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-How-much-are-you-going-to-spend-on-marketing-in-2021-300x169.png 300w\" sizes=\"auto, (max-width: 496px) 100vw, 496px\" \/><\/figure><\/div>\n\n\n<p>De plus, seules 4 \u00e0 14% des PME interrog\u00e9es iront au del\u00e0 des 100.000 euros.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h2 class=\"wp-block-heading\">France<\/h2>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>En France, ce r\u00e9sultat est directement li\u00e9 \u00e0 l\u2019impact de la pand\u00e9mie. Avec <strong>60% des PME fran\u00e7aises qui d\u00e9clarent avoir l\u2019intention de r\u00e9duire leur budget marketing<\/strong>, et \u00e0 peine 4% qui ont l\u2019intention de l\u2019augmenter. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"496\" height=\"279\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-How-much-are-you-going-to-spend-on-marketing-in-2021-1.png\" alt=\"\" class=\"wp-image-2685\" style=\"width:590px;height:332px\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-How-much-are-you-going-to-spend-on-marketing-in-2021-1.png 496w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-How-much-are-you-going-to-spend-on-marketing-in-2021-1-300x169.png 300w\" sizes=\"auto, (max-width: 496px) 100vw, 496px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>De plus, la France est aussi le march\u00e9 avec le plus grand nombre de PME qui investiront moins de 1000 euros en 2021 (31%).<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h2 class=\"wp-block-heading\">Pays-Bas<\/h2>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>On observe des r\u00e9sultats oppos\u00e9s aux Pays-Bas, qui est le march\u00e9 avec <strong>le plus grand nombre de PME qui vont augmenter leur budget (30%)<\/strong>. De plus, 14% des PME qui y sont bas\u00e9es investiront plus de 100.000 euros en marketing cette ann\u00e9e. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"496\" height=\"279\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/How-much-are-you-going-to-spend-on-marketing-in-2021-FR.png\" alt=\"\" class=\"wp-image-2686\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/How-much-are-you-going-to-spend-on-marketing-in-2021-FR.png 496w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/How-much-are-you-going-to-spend-on-marketing-in-2021-FR-300x169.png 300w\" sizes=\"auto, (max-width: 496px) 100vw, 496px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>C\u2019est aussi le pays avec le <strong>plus faible taux de PME qui s\u2019appr\u00eatent \u00e0 diminuer leur budget (12%).<\/strong><\/p>\n\n\n\n<p>Avec une moyenne de seulement 7,75% des entreprises qui conservent le m\u00eame budget qu\u2019en 2020, la plupart des r\u00e9pondants devront restructurer leur approche marketing, et ce afin d\u2019<strong>optimiser leurs d\u00e9penses et maximiser leurs revenus<\/strong>. Par exemple, les entreprises devront prendre des d\u00e9cisions pour savoir si certains projets devront \u00eatre men\u00e9s en interne ou men\u00e9s par une agence marketing.<\/p>\n\n\n\n<p>Mais laquelle de ces deux solutions est plus rentable et laquelle choisir ? Nous comparons marketing in-house et agence marketing dans la suite de cet article.<\/p>\n<\/div>\n<\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247def\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Marketing In-House vs Agence Marketing<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247dfd\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Quand une entreprise a une id\u00e9e de projet marketing, elle doit se poser la question de savoir quelles personnes en seront charg\u00e9es. Dans certains cas, il est possible que l\u2019entreprise ait d\u00e9j\u00e0 toutes les ressources n\u00e9cessaires en interne. Mais si ce n\u2019est pas le cas, l\u2019entreprise doit <strong>\u00e9tendre son d\u00e9partement marketing<\/strong> en travaillant avec une agence sp\u00e9cialis\u00e9e.<\/p>\n\n\n\n<p>Cela dit, le fait d\u2019avoir toutes les ressources n\u00e9cessaires \u00e0 un projet n\u2019est pas une garantie de succ\u00e8s. Prenons le temps d\u2019<strong>\u00e9tudier le co\u00fbt d\u2019une \u00e9quipe marketing interne<\/strong> et de le comparer avec les honoraires d\u2019une agence.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:30px\">\u00c9quipe Marketing In-House : Quels sont les co\u00fbts annuels ?<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>De plus, au-del\u00e0 des salaires, une \u00e9quipe marketing a besoin d\u2019une multitude d\u2019outils pour fonctionner correctement. Il convient de prendre ces co\u00fbts en consid\u00e9ration.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"410\" height=\"1024\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-in-house-marketing-team-410x1024.jpg\" alt=\"\" class=\"wp-image-2687\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-in-house-marketing-team-410x1024.jpg 410w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-in-house-marketing-team-120x300.jpg 120w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-in-house-marketing-team-768x1920.jpg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-in-house-marketing-team.jpg 800w\" sizes=\"auto, (max-width: 410px) 100vw, 410px\" \/><\/figure><\/div>\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"chapter_agence-marketing-quels-sont-les-couts-a-prevoir_3_2\" style=\"font-size:30px\">Agence Marketing : Quels sont les co\u00fbts \u00e0 pr\u00e9voir ?<\/h3>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>De mani\u00e8re g\u00e9n\u00e9rale, l\u2019\u00e9quipe d\u2019une agence marketing est compos\u00e9e de plusieurs profils, que vous pouvez voir ci-dessous :<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"724\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-Marketing-agency-1024x724.png\" alt=\"\" class=\"wp-image-2688\" style=\"width:720px;height:509px\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-Marketing-agency-1024x724.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-Marketing-agency-300x212.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-Marketing-agency-768x543.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-Marketing-agency-1536x1086.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-Marketing-agency-2048x1448.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00c0 la diff\u00e9rence d\u2019une \u00e9quipe in-house, le fait de <strong>collaborer avec une agence marketing permet aux entreprises de travailler par projet<\/strong>. Et ce, sur des dur\u00e9es limit\u00e9es en sollicitant les comp\u00e9tences dont elles ont besoin \u00e0 des moments pr\u00e9cis. Pour le dire autrement : collaborer avec une agence permet d\u2019\u00eatre plus souple et plus agile.<\/p>\n\n\n\n<p>Pour en venir \u00e0 la question des budgets \u00e0 pr\u00e9voir, tout d\u00e9pend du projet que l\u2019entreprise veut mener \u00e0 bien et de son ampleur. Nous traitons cette question dans notre article d\u00e9di\u00e9 aux&nbsp;<a href=\"https:\/\/www.sortlist.fr\/blog\/budget-marketing-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">budgets marketing<\/a>&nbsp;et voici les chiffres que nous avons observ\u00e9s :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>En strat\u00e9gie digitale, le budget moyen \u00e0 investir est de 35 621\u20ac<\/li>\n\n\n\n<li>Ce chiffre descend \u00e0 26 766\u20ac pour de la cr\u00e9ation de site web<\/li>\n\n\n\n<li>Les projets publicitaires se rapprochent de la strat\u00e9gie digitale, avec un budget moyen de 37 490\u20ac<\/li>\n\n\n\n<li>Le branding n\u00e9cessite un budget l\u00e9g\u00e8rement inf\u00e9rieur, \u00e0 hauteur de 31 247\u20ac en moyenne<\/li>\n\n\n\n<li>On observe un budget pour les projets de e-commerce presque \u00e9quivalent \u00e0 ceux de la strat\u00e9gie digitale. La somme moyenne \u00e9tant de 35 945\u20ac<\/li>\n\n\n\n<li>Enfin, en design graphique, on remarque un budget moyen de 33 231\u20ac<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247e37\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Le Marketing chez les PME<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247e45\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>En moyenne, <strong>seulement 14,85% des PME ont plus de 5 marketers \u00e0 temps plein<\/strong> dans leur \u00e9quipe. Le chiffre le plus bas \u00e9tant celui des PME belges, avec 11%. <\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"496\" height=\"279\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Pandemic-impact-on-budgets-FR-1.png\" alt=\"\" class=\"wp-image-2689\" style=\"width:699px;height:393px\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Pandemic-impact-on-budgets-FR-1.png 496w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Pandemic-impact-on-budgets-FR-1-300x169.png 300w\" sizes=\"auto, (max-width: 496px) 100vw, 496px\" \/><\/figure><\/div>\n\n\n<p>De mani\u00e8re g\u00e9n\u00e9rale, <strong>la taille la plus commune d\u2019une \u00e9quipe marketing au sein des PME est de 3 personnes<\/strong>. \u00c0 l\u2019exception de la Belgique, o\u00f9 26% des PME interrog\u00e9es n\u2019ont qu\u2019une seule personne \u00e0 temps plein d\u00e9di\u00e9e \u00e0 leur marketing.<\/p>\n\n\n\n<p>De plus, nous avons aussi demand\u00e9 aux PME de notre \u00e9tude comment se composaient leurs ressources humaines d\u00e9di\u00e9es au marketing.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"496\" height=\"279\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Pandemic-impact-on-budgets-FR-2.png\" alt=\"\" class=\"wp-image-2690\" style=\"width:645px;height:363px\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Pandemic-impact-on-budgets-FR-2.png 496w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Pandemic-impact-on-budgets-FR-2-300x169.png 300w\" sizes=\"auto, (max-width: 496px) 100vw, 496px\" \/><\/figure><\/div>\n\n\n<p>Moins de 50% des PME d\u00e9clarent que leurs projets marketing sont men\u00e9s par une \u00e9quipe in house. Le taux le plus bas \u00e9tant celui des Pays-Bas avec seulement 36,5%.<\/p>\n\n\n\n<p>En moyenne, <strong>30% des PME travaillent avec une agence marketing<\/strong>.<\/p>\n\n\n\n<p>Avec seulement 14,85% des PME qui ont un nombre suffisant de personnes d\u00e9di\u00e9es \u00e0 leur marketing en interne, et seulement 30% des PME qui collaborent avec une agence, cela signifie que plus de 50% des PME de notre \u00e9tude ont une marge de progression \u00e9norme.<\/p>\n<\/div>\n<\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247e96\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Avantages et Inconv\u00e9nients<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247ea3\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Le nombre d\u2019employ\u00e9s au sein d\u2019une \u00e9quipe marketing n\u2019est pas le seul facteur qui permettra \u00e0 une entreprise de r\u00e9ussir ses projets. Dans cette infographie, nous listons tous les avantages et inconv\u00e9nients de soit travailler avec une agence, soit travailler avec une \u00e9quipe en interne :<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"451\" height=\"1024\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-In-house-vs-agency-451x1024.png\" alt=\"\" class=\"wp-image-2691\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-In-house-vs-agency-451x1024.png 451w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-In-house-vs-agency-132x300.png 132w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-In-house-vs-agency-768x1745.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-In-house-vs-agency-676x1536.png 676w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/05\/Copy-of-In-house-vs-agency.png 880w\" sizes=\"auto, (max-width: 451px) 100vw, 451px\" \/><\/figure><\/div>\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-conclusion\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">En conclusion<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-conclusion-paragraphes\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>La pand\u00e9mie de Covid-19 a un impact \u00e9norme sur le monde de l\u2019entreprise. Une partie des PME r\u00e9ussissent \u00e0 traverser cette p\u00e9riode difficile.<\/p>\n\n\n\n<p>Cependant, presque chacune d\u2019entre elles fait face \u00e0 des difficult\u00e9s financi\u00e8res. Les entreprises doivent restructurer leurs budgets marketing et doivent trouver des moyens d\u2019optimiser leurs investissements. Travailler avec une agence marketing pourrait \u00eatre l\u2019une des meilleures solutions.<\/p>\n\n\n\n<p>Si vous \u00eates \u00e0 la recherche d\u2019une agence,&nbsp;<a href=\"https:\/\/www.sortlist.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sortlist<\/a>&nbsp;couvre plus de 26 expertises marketing diff\u00e9rentes. Nous connaissons&nbsp;<a href=\"https:\/\/www.sortlist.fr\/project\/new\" target=\"_blank\" rel=\"noreferrer noopener\">l\u2019agence qu\u2019il vous faut<\/a>.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-636a431247ece\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h2 class=\"wp-block-heading has-text-align-center\" style=\"font-size:40px\">Featured in<\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div id=\"block_a8fca99831a0e3f86631776314b58eda\" class=\"gutenberg-block gutenberg--partners-slider\">\n            <section class=\"partners js-partners-slider-reports\">\n            <div class=\"partners__wrapper wrapper\">\n                \n                \n                    <div class=\"js-carousel-slider\">\n                        <div class=\"track\" data-glide-el=\"track\">\n                             <ul class=\"responsive tns-slider slides\">\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/the-drum-logo-vector-2.png\" alt=\"The Drum\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/logo-strategies-1.png\" alt=\"Strat\u00e9gies\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/Entrepreneur_logo-3.png\" alt=\"Entrepreneur\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/CB_News_2011_logo.svg_-2.png\" alt=\"CBNews\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/forbes-logo-7-1-3.png\" alt=\"Forbes\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/les-echos-logo-png-transparent-1.png\" alt=\"Les Echos\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/statista-logo-3.png\" alt=\"Statista\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/the-london-economic-logo-stacked-3.png\" alt=\"The London Economic\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/Fashionunited-logo-3.png\" alt=\"FashionUnited\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/02\/Article-Covers-for-COM-and-UK-88.png\" alt=\"Le Monde\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/telechargement-3.png\" alt=\"Techcrunch\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/Logo_t3n_mit_Schriftzug-2.png\" alt=\"T3N\">\n                                                                            <\/li>\n                                                                    <li class=\"slide\">\n                                                                                    <img decoding=\"async\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/18\/2023\/01\/trends-tendances-logo-png-transparent-1.png\" alt=\"Trends Tendances\">\n                                                                            <\/li>\n                                                            <\/ul>\n                        <\/div>\n                    <\/div>\n\n                    \n                                <\/div>\n            <\/div>\n        <\/section>\n    \n\n    <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>14,85 % des PME ont plus de 5 marketers \u00e0 temps plein dans leur \u00e9quipe<\/p>\n","protected":false},"author":102,"featured_media":2681,"template":"","reports_categories":[11,14],"class_list":["post-1350","reports","type-reports","status-publish","has-post-thumbnail","hentry","reports_categories-rapports-marketing","reports_categories-strategie-digitale-et-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing In-House vs. Agence Externe : Quelle option est plus rentable ?<\/title>\n<meta name=\"description\" content=\"Est-il plus rentable de construire une \u00e9quipe marketing in house ou de travailler avec une agence externe ? 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