Pour 1 euro investi en communication, une moyenne de 7,85 euros de bénéfices !
Deloitte, dans sa dernière étude, met en avant la grande rentabilité du levier com’ sur la totalité de l’économie française.
Traditionnellement vue comme un art, la communication est pourtant devenue une industrie florissante. Pesant 12 milliards d’euros, elle nourrit l’économie et fait vivre plus de 500 000 personnes. Une industrie dans laquelle le ROI de chacune des actions menées sont aujourd’hui mesurées.
Une nouvelle vision de la communication
Très loin des années folles relatées dans 99 francs ou dans Mad Men, les agences de com’ ou les médias, s’appuient désormais sur les nouveaux outils numériques et le big data pour développer leur créativité et des campagnes de plus en plus ciblées, personnalisées, et efficaces.
Avant, sur les media offline, on diffusait à tout le monde, et on attendait de voir ce qui se passe, ce qui ne pouvait à la limite être valable que pour des produits très grand public. Désormais, les leviers de communication traditionnels s’effacent peu à peu pour laisser place au digital permettant de tracker et garantir le retour sur investissement des euros investis.
Parallèlement, on assiste depuis quelques années dans les grandes entreprises à une fusion des directions commerciales et marketing car ces grandes entreprises recherchent aujourd’hui du retour sur investissement, plus que de la créativité. Sans nul doute que les anciens leviers publicitaires ne permettant ni one to one ni ciblage auront ainsi quasiment disparu d’ici une décennie. En effet, avoir un joli site internet c’est bien, mais le rentabiliser en créant du trafic ciblé dessus, c’est beaucoup mieux ! Autrement, c’est un peu comme imprimer des cartes de visite et ne pas les distribuer…
Une crédibilité à faire valoir
Pourtant, on n’en est pas encore à parler de l’industrie de la communication comme d’un secteur. Le leadership de la France dans les métiers de la communication n’est pas encore assez mis en avant sur le devant de la scène mondiale, car la culture des ingénieurs reste perçue comme plus noble. Il n’y a qu’à observer le niveau réglementaire qui pèse sur la publicité en France par rapport aux autres pays ou simplement le débat sur la télévision publique pour s’apercevoir que les pouvoirs publics délaissent le marché publicitaire français au lieu de le booster.
Bien que la communication soit devenue une industrie rentable et pérenne, elle reste malgré tout encore dévalorisée. Cette étude va donc dans le bon sens en mettant en exergue la valeur ajoutée apportée par celle-ci, mais il faut évidemment continuer à se battre pour acquérir enfin une véritable reconnaissance sectorielle.
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