{"id":69336,"date":"2026-11-05T17:07:59","date_gmt":"2026-11-05T16:07:59","guid":{"rendered":"https:\/\/isarta.fr\/infos\/?p=69336"},"modified":"2026-11-12T17:08:13","modified_gmt":"2026-11-12T16:08:13","slug":"marketing-numerique-la-tendance-est-aux-outils-proprietaires","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/marketing-numerique-la-tendance-est-aux-outils-proprietaires\/","title":{"rendered":"Marketing num\u00e9rique : la tendance est aux outils propri\u00e9taires"},"content":{"rendered":"\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2026\/10\/Philippe-Bussiere-1024x1024.jpg\" alt=\"\" style=\"aspect-ratio:1;width:1024px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Avec l\u2019essor de l\u2019IA, une tendance de fond se dessine<\/strong> : <strong>b\u00e2tir ses propres applications internes (dits propri\u00e9taires) plut\u00f4t que de constamment d\u00e9pendre de logiciels factur\u00e9s \u00e0 fort prix, pour une utilisation parfois partielle des fonctionnalit\u00e9s. Cette tendance touche le monde du marketing, comme nous le rapporte Philippe Buissi\u00e8re, consultant en marketing num\u00e9rique.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Philippe Buissi\u00e8re implante en entreprise des CRM depuis plus d\u2019une dizaine d\u2019ann\u00e9es, avec tous les d\u00e9fis que cela comporte. &nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Ces outils-l\u00e0 sont assez rigides. Ils n\u2019offrent pas tant de place \u00e0 la personnalisation de l\u2019interface utilisateur, ce qui fait que l\u2019adoption est souvent difficile&nbsp;\u00bb, explique-t-il.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Or, avec l\u2019arriv\u00e9e de Claude et consorts, le volet num\u00e9rique est en train de se m\u00e9tamorphoser. &nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Avec l\u2019intelligence artificielle, les entreprises sont capables de d\u00e9velopper des applications \u00e0 leur image et \u00e0 leur fa\u00e7on de travailler. Si elles ont envie d\u2019avoir un bouton rouge en bas \u00e0 droite, elles vont \u00eatre capables de l\u2019avoir,&nbsp;\u00bb poursuit-il.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">La domination du mod\u00e8le SaaS (<em>Software as a Service<\/em>), o\u00f9 les grands joueurs comme Salesforce et HubSpot se partagent la part du lion, tire-t-elle \u00e0 sa fin ? Selon lui, le march\u00e9 devrait se morceler en un \u00e9ventail de solutions hybrides, incluant un retour en arri\u00e8re vers des solutions logiciels \u00ab&nbsp;maison&nbsp;\u00bb \u2013 comme c\u2019\u00e9tait le cas, il y a une vingtaine d\u2019ann\u00e9es.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Ce que j\u2019observe en ce moment, c\u2019est que de plus en plus d\u2019agences marketing d\u00e9veloppent leurs outils propri\u00e9taires pour amener de nouvelles sources de revenus. Les agences de publicit\u00e9 traditionnelles deviennent des agences de marketing, tandis que ces derni\u00e8res deviennent des agences de donn\u00e9es, qu\u2019elles exploitent en d\u00e9veloppant leurs propres outils.&nbsp;\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Pas besoin de chercher bien loin des exemples de ce cr\u00e9neau qui se d\u00e9veloppe. Tout r\u00e9cemment, nous avons couvert sur Isarta le <a href=\"https:\/\/isarta.com\/infos\/comment-ursa-marketing-a-cree-sa-plateforme-dagents-dia-pour-optimiser-ses-campagnes-dachats-medias\/\">projet de l\u2019agence Ursa marketing<\/a>, qui a d\u00e9velopp\u00e9 une solution d\u2019IA nomm\u00e9e \u00ab&nbsp;Kuma Agents\u00bb pour \u00e9pauler les gestionnaires de campagne dans leur travail.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Vers des solutions hybrides<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si les agences ou les entreprises ne veulent pas d\u00e9velopper leurs propres applications, elles peuvent n\u00e9anmoins utiliser l\u2019IA pour faciliter l\u2019adoption de leurs plateformes SaaS.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Convaincre son \u00e9quipe de vendeurs d\u2019utiliser un CRM ne sera jamais facile. Il y aura toujours des enjeux d\u2019adoption. Toutefois, avec l\u2019IA, \u00e7a devient possible de simplifier l\u2019interaction avec ce type de logiciel.\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Le consultant donne un exemple. Le consultant en IA, Jean-Marc Lagac\u00e9, a d\u00e9velopp\u00e9 une \u201cadjointe num\u00e9rique\u201d nomm\u00e9e Gertude pour mettre \u00e0 jour les CRM. Sa solution peut alimenter le \u00abmini\u00bb CRM interne de Gertrude, ou \u00eatre int\u00e9gr\u00e9e \u00e0 un CRM commercial provenant d\u2019un grand joueur connu\u00a0: Pipedrive, Salesforce, ActiveCampaign, Microsoft Dynamics.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Un vendeur qui est sur la route peut rentrer dans son auto et converser avec son CRM, illustre Philippe Buissi\u00e8re. Il peut dire&nbsp;: \u00ab&nbsp;Cr\u00e9e-moi un nouveau <em>lead<\/em>, voici son pr\u00e9nom, son nom de famille, son adresse courriel\u00bb, etc. C\u2019est plus int\u00e9ressant que d\u2019ouvrir un laptop, puis taper chaque fois toute l\u2019information.&nbsp;\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Quand il est \u00e0 jour, un CRM est redoutablement efficace, insiste Philippe Buissi\u00e8re. Il permet d\u2019analyser un march\u00e9 en profondeur, de faire des pr\u00e9visions tout en rappelant aux vendeurs le moment de leurs relances. &nbsp;<\/p>\n\n\n<div class=\" content_cards_card content_cards_domain_formations-isarta-fr\">\n\t\t\t<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/formations.isarta.fr\/cours\/chatgpt-copilot-gemini-maitriser-lia-generative\/42?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/formations.isarta.com\/assets\/images\/6d\/6d56b4_ChatGPT-CoPilot-Gemini-2.jpg\" alt=\"Formation webinaire: ChatGPT, CoPilot, Gemini : Ma\u00eetriser l&#039;IA g\u00e9n\u00e9rative\">\t\t\t\t<\/a>\n\t\t<\/div>\n\t\n\t<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/formations.isarta.fr\/cours\/chatgpt-copilot-gemini-maitriser-lia-generative\/42?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\tFormation webinaire: ChatGPT, CoPilot, Gemini : Ma\u00eetriser l'IA g\u00e9n\u00e9rative\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/formations.isarta.fr\/cours\/chatgpt-copilot-gemini-maitriser-lia-generative\/42?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t<p>ChatGPT, CoPilot, Gemini : Ma\u00eetriser l&#039;IA g\u00e9n\u00e9rative. Exploitez ChatGPT, CoPilot, Gemini et d&#039;autres LLMs pour amplifier vos efforts, optimiser vos processus et gagner un temps pr\u00e9cieux<\/p>\n\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_site_name\">\n\t\t<img decoding=\"async\" src=\"https:\/\/formations.isarta.fr\/icons\/favicon-16x16.png\" alt=\"formations.isarta.fr\" class=\"content_cards_favicon\"\/>\t\tformations.isarta.fr\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Avec l\u2019essor de l\u2019IA, une tendance de fond se dessine : b\u00e2tir ses propres applications internes (dits propri\u00e9taires) plut\u00f4t que de constamment d\u00e9pendre de logiciels factur\u00e9s \u00e0 fort prix. Cette tendance touche le monde du marketing, comme nous le rapporte Philippe Buissi\u00e8re, consultant en marketing num\u00e9rique.<\/p>\n","protected":false},"author":73,"featured_media":69343,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-69336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articleswebrs"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing num\u00e9rique : la tendance est aux outils propri\u00e9taires - Isarta Infos<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/isarta.fr\/infos\/marketing-numerique-la-tendance-est-aux-outils-proprietaires\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing num\u00e9rique : la tendance est aux outils propri\u00e9taires - Isarta Infos\" \/>\n<meta property=\"og:description\" content=\"Avec l\u2019essor de l\u2019IA, une tendance de fond se dessine : b\u00e2tir ses propres applications internes (dits propri\u00e9taires) plut\u00f4t que de constamment d\u00e9pendre de logiciels factur\u00e9s \u00e0 fort prix. 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