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Tendances du marché de Logiciel d'automatisation du marketing en Italie Industrie
Des outils de marketing d'influence pour assister à une croissance significative
Le marketing d'influence se concentre sur l'utilisation de leaders clés pour transmettre le message de la marque sur un marché plus large. Plutôt que de commercialiser directement auprès d'un grand groupe de consommateurs, l'entreprise inspire/embauche/paye des influenceurs pour faire connaître la marque. Selon Assocom, les dépenses en publicité numérique en Italie s'élevaient à 2,23 milliards d'euros en 2019 et devraient atteindre 2,39 milliards d'euros en 2020. Le marketing d'influence joue un rôle essentiel dans la publicité sur les plateformes de médias sociaux, telles qu'Instagram, Facebook et Youtube. Dans le marketing dinfluence, le taux de rétention est denviron 37 % plus élevé que celui des clients qui rejoignent la marque par dautres méthodes. Ainsi, non seulement le marketing dinfluence génère plus de clients, mais ces clients sont aussi instantanément plus fidèles. Les multinationales, les petites et moyennes entreprises (PME) et les startups se concentrent fortement sur linvestissement dans de tels outils marketing. Les marques italiennes de mode et de luxe se concentrent sur la création d'un engagement sur les réseaux sociaux pour lequel elles font appel à des outils de marketing d'influence. Des acteurs tels que Prada, Gucci, Versace, Valentino et bien dautres utilisent ces outils. LaunchMetrics donne accès aux mesures de campagne, y compris les résultats de portée et d'engagement via des plateformes telles qu'Instagram et Youtube, pour un examen approfondi des performances des marques de mode de luxe, telles que Gucci et Fendi. Selon NapoleonCat, il y avait 20 millions d'utilisateurs d'Instagram en Italie en janvier 2020, ce qui représentait 34,6% de sa population totale, alors que ce nombre s'est élevé à 21 550 000 utilisateurs en avril 2020, ce qui représentait 36,4% de sa population totale. Cette plateforme offre une croissance significative du marché aux outils de marketing dinfluence destinés aux marques de mode et de vente au détail. De plus, l'acteur italien d'automatisation du marketing, Buzzoole Srl, utilise une technologie exclusive pour comprendre et mesurer l'efficacité des investissements en marketing d'influence. Il offre des rapports en temps réel sur tous les KPI, le suivi du commerce électronique et des conversions, la véritable portée et l'amélioration de la marque, ainsi que l'analyse des sentiments. Il est intégré aux PME et à certaines entreprises multinationales. De plus, elle s'est associée à plus de 200 marques, dont Amazon Italie, pour soutenir les campagnes de marketing d'influence. De nos jours, les plateformes de marketing d'influence basées sur SaaS prennent de l'ampleur, grâce à leurs offres complètes qui fournissent des solutions de bout en bout aux spécialistes du marketing des PME en Italie. Onalytica est une plateforme de marketing d'influence basée sur SaaS qui fournit des outils et des solutions de bout en bout pour aider les marques à développer leurs stratégies, à se connecter avec les influenceurs, à obtenir des analyses de campagne et à accéder à un responsable du service client dédié. Les offres SaaS offrent une marge de manœuvre importante pour le marché.
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Les outils de marketing par e-mail représentent une part importante
Le marketing par e-mail est loutil le plus utilisé par les entreprises pour engager des clients existants ou acquérir des clients potentiels. Alors que les entreprises se sont tournées vers le numérique et que de nombreux secteurs ont utilisé Internet au début des années 2000, la dépendance à légard du marketing par courrier électronique sest considérablement accrue au fil des années. Le taux combiné de réception d'e-mails B2B et B2C est de 98,5% parmi les entreprises italiennes. En outre, en Italie, des acteurs tels que E-Business Consulting peuvent accompagner toutes les entreprises étrangères intéressées à faire des affaires sur le marché italien, à la recherche d'une base de données profilée pour proposer des offres commerciales. Ils gèrent la base de données des consommateurs B2C pour le marché italien, avec plus de 5 millions d'utilisateurs et une base de données B2B de plus de 1,5 million d'entreprises italiennes. De plus, le taux douverture des e-mails est plus élevé en B2C quen B2B. L'intégration avec l'activité CRM permet de fournir un contact marketing plus personnalisé, efficace et direct avec les clients potentiels. Diverses PME préfèrent adopter des solutions avec CRM. Par exemple, HubSpot Email est automatiquement connecté à HubSpot CRM, où l'on peut personnaliser les e-mails pertinents en fonction de détails, tels que les soumissions de formulaires et l'activité du site Web. De plus, grâce au CRM, on peut inclure du contenu personnalisé dans les e-mails. De plus, l'outil HubSpot est gratuit jusqu'à 2 000 e-mails par mois, avec des solutions de mise à niveau à partir de 50 USD avec Marketing Hub Starter. Selon MailUp, 13,6 % de la part des e-mails avec clic pour ouverture du marketing direct par e-mail en Italie en 2019 dans les secteurs du logement/bâtiment, de l'industrie et des médias/sociaux. En outre, 15,6 % de la part des e-mails présentait un taux de clics des journaux en 2019 dans la catégorie vente au détail et commerce électronique. Ces secteurs pourraient avoir une forte demande doutils de marketing par e-mail automatisés pour la période future. Avec l'avènement du commerce électronique et des smartphones, le nombre d'utilisateurs utilisant le service de messagerie électronique a augmenté au cours de la décennie précédente, ce qui a amélioré la portée du marketing par courrier électronique. De plus, en octobre 2019, Campaign Monitor a dévoilé CM Commerce, un nouveau produit construit à partir de la populaire plateforme de commerce électronique Conversio. Cette offre de produits est conçue pour les entreprises de vente au détail, afin d'accélérer leur croissance grâce à l'utilisation d'un marketing par courrier électronique avancé. Les clients incluent Cafe Joe et Pastreez. CM Commerce aide ces clients à surmonter les défis spécifiques du commerce électronique rencontrés au cours de leur processus de croissance en leur donnant la possibilité de créer facilement des campagnes par e-mail professionnelles et automatisées qui rationalisent l'engagement tout au long de leur cycle de vie, augmentent les conversions et construisent des marques dignes de confiance.
Analyse de la taille et de la part du marché des logiciels dautomatisation du marketing en Italie – Tendances de croissance et prévisions (2024 - 2029)
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