{"id":15946,"date":"2017-12-05T10:50:14","date_gmt":"2017-12-05T09:50:14","guid":{"rendered":"https:\/\/www.codeur.com\/blog\/?p=15946"},"modified":"2025-09-19T12:23:17","modified_gmt":"2025-09-19T10:23:17","slug":"plan-marketing","status":"publish","type":"post","link":"https:\/\/www.codeur.com\/blog\/plan-marketing\/","title":{"rendered":"Comment faire un plan marketing&nbsp;? [Mod\u00e8les gratuits]"},"content":{"rendered":"\n<p>Le <strong>plan marketing<\/strong>, c&#8217;est la feuille de route qui oriente votre strat\u00e9gie marketing.<br>Ce document d\u00e9crit les actions marketing op\u00e9rationnelles pr\u00e9vues pour la p\u00e9riode \u00e0 venir (souvent une ann\u00e9e) et leurs diff\u00e9rentes modalit\u00e9s, tout en chiffrant leur co\u00fbt.<br>C&#8217;est aussi un \u00e9l\u00e9ment qu&#8217;il peut \u00eatre tr\u00e8s int\u00e9ressant d&#8217;int\u00e9grer dans un <a href=\"https:\/\/www.codeur.com\/blog\/logiciel-business-plan-gratuit\/\" target=\"_blank\" rel=\"noreferrer noopener\">business plan<\/a>.<br>Alors, <strong>comment faire un plan marketing solide et bien structur\u00e9<\/strong>&nbsp;?<br>Voici un dossier complet sur les grandes \u00e9tapes \u00e0 suivre pour r\u00e9ussir cette d\u00e9marche et r\u00e9pondre aux enjeux du plan marketing, augment\u00e9 de plusieurs ressources et mod\u00e8les \u00e0 remplir.<\/p>\n\n\n\n<p><strong>SOMMAIRE&nbsp;:<\/strong><br><a href=\"#analyse\">1) L&#8217;analyse interne et externe<\/a><br><a href=\"#objectifs\">2) Les objectifs<\/a><br><a href=\"#cible\">3) Le ciblage<\/a><br><a href=\"#canaux\">4) Les canaux marketing<\/a><br><a href=\"#budget\">5) Le budget marketing<\/a><br><a href=\"#indicateurs\">6) Les indicateurs de performance<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"analyse\">1) R\u00e9alisez une analyse interne et externe de l&#8217;entreprise<\/h2>\n\n\n\n<p>Il est grand temps de faire le point sur la situation de votre entreprise et sur l&#8217;environnement dans lequel elle \u00e9volue&nbsp;:<br>Apprendre \u00e0 mieux vous conna\u00eetre, mais aussi \u00e0 mieux conna\u00eetre vos concurrents et le monde qui vous entoure, est la meilleure fa\u00e7on de prendre des d\u00e9cisions marketing \u00e9clair\u00e9es.<br>Une premi\u00e8re \u00e9tape indispensable de votre plan, donc.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">L&#8217;analyse SWOT<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.codeur.com\/blog\/analyse-swot\/\" target=\"_blank\" rel=\"noopener\">L&#8217;analyse SWOT<\/a> (qui signifie &#8220;Forces Faiblesses Opportunit\u00e9s Menaces&#8221;) permet de diagnostiquer la situation de l&#8217;entreprise sur les plans interne et externe&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le niveau interne&nbsp;:<\/li>\n<\/ul>\n\n\n\n<p>Identifier les forces et les faiblesses de l\u2019entreprise vous permet de d\u00e9celer des qualit\u00e9s et des comp\u00e9tences qui peuvent vous aider \u00e0 prendre l&#8217;avantage sur votre march\u00e9, mais aussi des failles \u00e0 combler ou \u00e0 prot\u00e9ger.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le niveau externe&nbsp;:<\/li>\n<\/ul>\n\n\n\n<p>Les opportunit\u00e9s et les menaces repr\u00e9sentent les possibilit\u00e9s de croissance et de d\u00e9veloppement de l&#8217;entreprise ou, au contraire, les obstacles qui peuvent lui nuire.<br>Pour r\u00e9aliser votre analyse SWOT en toute simplicit\u00e9, nous vous proposons une <strong>matrice vierge \u00e0 remplir<\/strong>, t\u00e9l\u00e9chargeable gratuitement&nbsp;:<\/p>\n\n\n\n<p><a href=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2018\/05\/matrice-swot-a-remplir-v2.docx\">T\u00e9l\u00e9charger le tableau SWOT<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">L\u2019analyse PESTEL<\/h3>\n\n\n\n<p>Pour encore plus d&#8217;efficacit\u00e9, la matrice SWOT peut \u00eatre compl\u00e9t\u00e9e par une <a href=\"https:\/\/www.codeur.com\/blog\/analyse-pestel\/\" target=\"_blank\" rel=\"noopener\">analyse PESTEL<\/a>.<br>Cette derni\u00e8re se focalise sur l&#8217;analyse externe, en \u00e9valuant 6 p\u00f4les de l&#8217;environnement de l&#8217;entreprise&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Politique<\/li>\n\n\n\n<li>\u00c9conomique<\/li>\n\n\n\n<li>Socioculturel<\/li>\n\n\n\n<li>Technologique<\/li>\n\n\n\n<li>\u00c9cologique<\/li>\n\n\n\n<li>L\u00e9gal<\/li>\n<\/ul>\n\n\n\n<p>Elle donne une vision plus compl\u00e8te et plus structur\u00e9e de l&#8217;environnement de l&#8217;organisation, permettant une prise de d\u00e9cision plus fond\u00e9e.<br>Pour gagner du temps, t\u00e9l\u00e9chargez gratuitement notre <strong>tableau PESTEL \u00e0 remplir<\/strong>&nbsp;:<\/p>\n\n\n\n<p><a href=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-analyse-pestel.docx\">T\u00e9l\u00e9charger le tableau PESTEL<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">L&#8217;analyse concurrentielle<\/h3>\n\n\n\n<p>Pour aller plus loin que les matrices SWOT et PESTEL, il peut \u00eatre tr\u00e8s utile de r\u00e9aliser une <strong>analyse concurrentielle<\/strong> afin de&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mieux conna\u00eetre vos concurrents ;<\/li>\n\n\n\n<li>D\u00e9terminer les facteurs cl\u00e9s de succ\u00e8s dans votre secteur d&#8217;activit\u00e9 ;<\/li>\n\n\n\n<li>Identifier un avantage concurrentiel qui vous aidera \u00e0 vous d\u00e9velopper.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">L&#8217;\u00e9tude de march\u00e9<\/h3>\n\n\n\n<p>L&#8217;\u00e9tude de march\u00e9 trouve plus souvent son utilit\u00e9 lors du lancement d&#8217;un nouveau produit, mais elle constitue quoi qu&#8217;il en soit une source d&#8217;information importante pour votre plan marketing, surtout si vous l&#8217;utilisez dans le cadre d&#8217;un business plan.<br>L&#8217;\u00e9tude vous renseigne sur la viabilit\u00e9 de votre projet, mais aussi et surtout sur les caract\u00e9ristiques de votre march\u00e9, ce qui vous aidera dans la phase de ciblage (voir plus bas).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"objectifs\">2) D\u00e9finissez vos objectifs<\/h2>\n\n\n\n<p><strong>L&#8217;\u00e9laboration d&#8217;un plan marketing solide<\/strong> repose sur des objectifs concrets, qui peuvent prendre de multiples formes&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Augmenter vos ventes ;<\/li>\n\n\n\n<li>Gagner des parts de march\u00e9 sur un march\u00e9 cible ;<\/li>\n\n\n\n<li>Fid\u00e9liser vos clients (ou un segment de client\u00e8le) ;<\/li>\n\n\n\n<li>Augmenter votre notori\u00e9t\u00e9 ;<\/li>\n\n\n\n<li>Am\u00e9liorer la perception de votre marque, vos produits ou services par le public ;<\/li>\n\n\n\n<li>Augmenter le trafic de votre site web ;<\/li>\n\n\n\n<li>Gagner des abonn\u00e9s dans votre mailing list&#8230;<\/li>\n<\/ul>\n\n\n\n<p>En fonction des le\u00e7ons que vous avez tir\u00e9 de vos diagnostics internes et externes (mais aussi de votre secteur d&#8217;activit\u00e9 et d&#8217;autres facteurs), <strong>fixez les objectifs d&#8217;affaires le plus appropri\u00e9s<\/strong> pour faire cro\u00eetre votre entreprise, vous prot\u00e9ger contre la menace d&#8217;un concurrent, ou encore profiter d&#8217;une nouvelle opportunit\u00e9 \u00e9conomique&#8230;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"cible\">3) D\u00e9crivez votre march\u00e9 cible<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"550\" height=\"367\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/ciblage-plan-marketing.jpeg\" alt=\"ciblage dans un plan marketing\" class=\"wp-image-16746\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/ciblage-plan-marketing.jpeg 550w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/ciblage-plan-marketing-300x200.jpeg 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/ciblage-plan-marketing-370x247.jpeg 370w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/ciblage-plan-marketing-270x180.jpeg 270w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/figure><\/div>\n\n\n<p>Les actions marketing sont efficaces lorsqu&#8217;elles sont <strong>judicieusement cibl\u00e9es<\/strong>&nbsp;:<br>Visez trop large ou ratez la cible, et c&#8217;est l&#8217;\u00e9chec assur\u00e9.<br>D&#8217;o\u00f9 l&#8217;importance de cette \u00e9tape, qui consiste \u00e0 d\u00e9terminer un (ou plusieurs) segment de march\u00e9, c&#8217;est-\u00e0-dire <strong>une cat\u00e9gorie de clients particuli\u00e8re<\/strong>, que vous souhaitez atteindre.<br><br>Pour effectuer une bonne segmentation on se base g\u00e9n\u00e9ralement sur 3 types de crit\u00e8res (bien que de nombreux autres puissent \u00eatre envisag\u00e9s)&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les crit\u00e8res <strong>socio-d\u00e9mographiques&nbsp;:<\/strong> \u00e2ge, sexe, niveau de revenu, niveau d&#8217;\u00e9ducation&#8230;<\/li>\n\n\n\n<li>Les crit\u00e8res <strong>g\u00e9ographiques<\/strong>&nbsp;: lieu d&#8217;habitation, type d&#8217;habitation, climat&#8230;<\/li>\n\n\n\n<li>Les crit\u00e8res <strong>psychographiques<\/strong>&nbsp;: opinions, lifestyles, attitudes&#8230;<\/li>\n<\/ul>\n\n\n\n<p>L&#8217;id\u00e9e est de dresser le portrait du consommateur qui est susceptible d&#8217;acheter votre gamme de produits ou services, et \u00e0 qui vos actions marketing seront destin\u00e9es.<br>Crucial pour construire une strat\u00e9gie coh\u00e9rente et indispensable pour la suite de votre plan marketing.<br>Le concept de <strong>buyer personas<\/strong> peut \u00e9galement vous aider \u00e0 construire des profils d&#8217;acheteurs tr\u00e8s personnalis\u00e9s et pertinents \u00e0 cibler.<br><strong>Lire aussi&nbsp;:<\/strong> <a href=\"https:\/\/www.codeur.com\/blog\/outils-creer-buyers-persona\/\" target=\"_blank\" rel=\"noopener\">5 outils pour cr\u00e9er ses buyers persona<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"canaux\">4) Choisissez vos canaux marketing<\/h2>\n\n\n\n<p>Autre \u00e9tape d\u00e9cisive&nbsp;: le choix des <strong>canaux marketing<\/strong> que vous allez utiliser pour vos actions de promotion.<br>En fonction de vos objectifs, de votre cible et des autres informations rassembl\u00e9es gr\u00e2ce \u00e0 vos analyses, choisissez les outils les plus appropri\u00e9s parmi les nombreuses options disponibles&nbsp;:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>R\u00e9seaux sociaux<\/li>\n\n\n\n<li>Emailing<\/li>\n\n\n\n<li>Vid\u00e9o<\/li>\n\n\n\n<li><a href=\"https:\/\/www.codeur.com\/blog\/meilleurs-outils-techniques-seo\/\" target=\"_blank\" rel=\"noopener\">R\u00e9f\u00e9rencement naturel<\/a><\/li>\n\n\n\n<li>Campagnes Google Ads<\/li>\n\n\n\n<li>Publicit\u00e9 display<\/li>\n<\/ol>\n\n\n\n<p>En plus des outils digitaux, les canaux &#8220;traditionnels&#8221; ne doivent pas non plus \u00eatre ignor\u00e9s&nbsp;:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Publicit\u00e9 (radio, TV, presse&#8230;)<\/li>\n\n\n\n<li>Brochures, courriers et autres supports de communication papier.<\/li>\n\n\n\n<li>Affichage<\/li>\n\n\n\n<li>Relations presse<\/li>\n\n\n\n<li>\u00c9v\u00e9nementiel<\/li>\n<\/ol>\n\n\n\n<p>Envisagez \u00e9galement des techniques plus originales comme le street marketing ou le guerilla marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"budget\">5) Planifiez votre budget marketing<\/h2>\n\n\n\n<p>\u00c0 ce stade, votre strat\u00e9gie marketing est d\u00e9j\u00e0 bien ficel\u00e9e&#8230; Du moins, sur le papier.<br>Pour concr\u00e9tiser tout cela, il est indispensable de quantifier les actions que vous avez pr\u00e9vues et de bien planifier votre budget marketing.<br>Chaque canal de distribution s\u00e9lectionn\u00e9 repr\u00e9sente un poste de d\u00e9pense \u00e0 part enti\u00e8re et vous devez avoir une vue d&#8217;ensemble de la r\u00e9partition de votre budget sur la p\u00e9riode \u00e0 venir (g\u00e9n\u00e9ralement sur une ann\u00e9e).<br>Cela tombe bien, nous avons cr\u00e9\u00e9 un <strong>mod\u00e8le de budget marketing gratuit<\/strong> qui vous permettra de planifier vos d\u00e9penses sur une ann\u00e9e enti\u00e8re en gagnant un temps consid\u00e9rable.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"950\" height=\"599\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/12\/modele-budget-marketing.webp\" alt=\"\" class=\"wp-image-98354\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/12\/modele-budget-marketing.webp 950w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/12\/modele-budget-marketing-300x189.webp 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/12\/modele-budget-marketing-768x484.webp 768w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/12\/modele-budget-marketing-60x38.webp 60w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/12\/modele-budget-marketing-370x233.webp 370w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/12\/modele-budget-marketing-270x170.webp 270w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/12\/modele-budget-marketing-570x359.webp 570w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/12\/modele-budget-marketing-740x467.webp 740w\" sizes=\"(max-width: 950px) 100vw, 950px\" \/><\/figure><\/div>\n\n\n<div class=\"side-all newsletter_box\">\n<p class=\"h4 widget-title\" style=\"margin-top: 0;\">Recevez gratuitement votre mod\u00e8le de budget marketing&nbsp;!<\/p>\n\t<form action=\"https:\/\/newsletter.codeur.com\/sendy\/subscribe\" method=\"POST\" accept-charset=\"utf-8\" target=\"_blank\" class=\"subscription\">\n\t\t\t\t\t\t\t<input type=\"email\" name=\"email\" id=\"email\" autocomplete=\"on\" placeholder=\"Votre adresse email\" class=\"email form-control\">\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"list\" value=\"yxhmbjNNHjmxeX6x8kPJiA\">\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"subform\" value=\"yes\">\n<button class=\"mks_button mks_button_medium button_side_all rounded\" type=\"submit\" aria-label=\"Inscription\" style=\"background-color: #006CF1; color: #fff;\">Recevoir le mod\u00e8le\n<\/button>\n<\/form><p class=\"small\">Vous consentez \u00e0 recevoir les communications de Codeur SAS, \u00e9diteur de Codeur.com, par email. Consultez notre <a href=\"https:\/\/www.codeur.com\/pages\/politique-de-confidentialite\" target=\"_blank\">Politique de Confidentialit\u00e9<\/a>.\n\t<\/p><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"indicateurs\">6) Mesurez les performances de vos actions marketing<\/h2>\n\n\n\n<p>Les actions marketing n&#8217;ont de sens que si leur impact peut \u00eatre mesur\u00e9 \u00e0 l&#8217;aide d&#8217;indicateurs fiables et bien d\u00e9finis.<br>Avec Internet, la mesure de l&#8217;efficacit\u00e9 marketing a v\u00e9cu un tournant&nbsp;: la majorit\u00e9 des canaux marketing online peuvent \u00eatre analys\u00e9s et chiffr\u00e9s facilement.<br>Si le choix des indices mesurant vos performances vous revient, il existe des indicateurs &#8220;classiques&#8221;, \u00e0 commencer par les statistiques de visites de votre site web (consultables gr\u00e2ce \u00e0 Google Analytics)&nbsp;:<\/p>\n\n\n<div class=\"wp-block-image wp-image-16588 size-full\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"650\" height=\"186\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/statistiques-site-web-analytics.jpg\" alt=\"statistiques d'un site web\" class=\"wp-image-16588\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/statistiques-site-web-analytics.jpg 650w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/statistiques-site-web-analytics-300x86.jpg 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/statistiques-site-web-analytics-370x106.jpg 370w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/statistiques-site-web-analytics-270x77.jpg 270w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/statistiques-site-web-analytics-570x163.jpg 570w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><figcaption class=\"wp-element-caption\">Pages vues, taux de rebond ou temps pass\u00e9 sur la page sont des statistiques basiques mais indispensables pour suivre les performances de vos actions, notamment de content marketing.<\/figcaption><\/figure><\/div>\n\n\n<p>Mais il y a bien d&#8217;autres indicateurs \u00e0 ne pas louper, par exemple pour les r\u00e9seaux sociaux&nbsp;:<\/p>\n\n\n<div class=\"wp-block-image wp-image-13819\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"752\" height=\"355\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/05\/conversions-reseaux-sociaux-analytics.jpg\" alt=\"indicateurs de performance social media\" class=\"wp-image-13819\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/05\/conversions-reseaux-sociaux-analytics.jpg 752w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/05\/conversions-reseaux-sociaux-analytics-300x142.jpg 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/05\/conversions-reseaux-sociaux-analytics-370x175.jpg 370w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/05\/conversions-reseaux-sociaux-analytics-270x127.jpg 270w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/05\/conversions-reseaux-sociaux-analytics-570x269.jpg 570w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/05\/conversions-reseaux-sociaux-analytics-740x349.jpg 740w\" sizes=\"(max-width: 752px) 100vw, 752px\" \/><figcaption class=\"wp-element-caption\">Trafic issu des r\u00e9seaux sociaux sur Google Analytics.<\/figcaption><\/figure><\/div>\n\n\n<p>Ou encore pour l&#8217;emailing&nbsp;:<\/p>\n\n\n<div class=\"wp-block-image wp-image-16573 size-full\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"650\" height=\"340\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/stats-emailing.jpg\" alt=\"performances emailing\" class=\"wp-image-16573\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/stats-emailing.jpg 650w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/stats-emailing-300x157.jpg 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/stats-emailing-370x194.jpg 370w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/stats-emailing-270x141.jpg 270w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/11\/stats-emailing-570x298.jpg 570w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><figcaption class=\"wp-element-caption\">Les taux d&#8217;ouverture et de clic sont des indicateurs incontournables pour mesurer l\u2019efficacit\u00e9 d&#8217;un email marketing.<\/figcaption><\/figure><\/div>\n\n\n<p>Si elle permet de d\u00e9celer des axes d\u2019am\u00e9lioration et de vous am\u00e9liorer au fur et \u00e0 mesure, la mesure des performances a aussi l&#8217;int\u00e9r\u00eat de vous aider \u00e0 rendre compte des performances de votre strat\u00e9gie marketing, \u00e0 intervalles r\u00e9guliers.<br>Il s&#8217;agit d&#8217;un pr\u00e9requis obligatoire \u00e0 la r\u00e9daction d&#8217;un <strong>rapport marketing<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>Ce guide vous aidera \u00e0 <strong>construire un plan marketing complet et pertinent<\/strong>, indispensable pour concr\u00e9tiser votre strat\u00e9gie.<br>Mais, aussi bien con\u00e7u qu&#8217;il soit, ce plan ne vous aidera pas \u00e0 obtenir un bon r\u00e9f\u00e9rencement naturel, \u00e0 performer sur les r\u00e9seaux sociaux ou encore \u00e0 r\u00e9ussir vos campagnes AdWords.<br>C&#8217;est pourquoi il est tr\u00e8s important d&#8217;envisager d&#8217;externaliser votre marketing digital.<br>Trouvez d\u00e8s maintenant <a href=\"https:\/\/www.codeur.com\/consultant\/webmarketing\" target=\"_blank\" rel=\"noopener\">un consultant web marketing freelance<\/a> sur Codeur.com.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le plan marketing, c&#8217;est la feuille de route qui oriente votre strat\u00e9gie marketing.Ce document d\u00e9crit les actions marketing op\u00e9rationnelles pr\u00e9vues pour la p\u00e9riode \u00e0 venir (souvent une ann\u00e9e) et leurs diff\u00e9rentes modalit\u00e9s, tout en chiffrant leur co\u00fbt.C&#8217;est aussi un \u00e9l\u00e9ment qu&#8217;il peut \u00eatre tr\u00e8s int\u00e9ressant d&#8217;int\u00e9grer dans un business plan.Alors, comment faire un plan marketing [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":16758,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11],"tags":[39,79],"class_list":["post-15946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","tag-conseils","tag-ressources"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment faire un plan 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