{"id":178883,"date":"2021-06-14T16:46:31","date_gmt":"2021-06-14T14:46:31","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=178883"},"modified":"2021-06-21T11:41:51","modified_gmt":"2021-06-21T09:41:51","slug":"etude-du-bmma-et-dhavas-the-morale-of-communication-professionals","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/etude-du-bmma-et-dhavas-the-morale-of-communication-professionals\/","title":{"rendered":"\u00c9tude BMMA-Havas : &lsquo;The Morale of Communication Professionals&rsquo;"},"content":{"rendered":"<p>Entre le 22 avril et le 17 mai, <strong>Havas<\/strong> et <strong>BMMA<\/strong> ont interrog\u00e9 65 sp\u00e9cialistes de la communication (de Head of au C-level), r\u00e9partis \u00e9galement parmi des annonceurs, des agences de communication et les m\u00e9dias. L&rsquo;enqu\u00eate montre que la situation varie d&rsquo;une entreprise \u00e0 l&rsquo;autre. De mani\u00e8re g\u00e9n\u00e9rale, la crise sanitaire a eu un impact n\u00e9gatif sur les activit\u00e9s. Mais pour une entreprise sur quatre, cela s&rsquo;est av\u00e9r\u00e9 positif.<\/p>\n<p>La plupart des entreprises ont d\u00fb adapter leur communication. Dans 2 cas sur 3, elles ont vu leur budget de communication diminuer de mani\u00e8re plus ou moins importante. Non seulement elles ont d\u00fb reporter des campagnes et num\u00e9riser des \u00e9v\u00e9nements, mais elles ont \u00e9galement d\u00fb jongler entre communication fonctionnelle et positionnement social.<\/p>\n<p>Sur une \u00e9chelle de 1 \u00e0 10, les professionnels du secteur ont peu confiance en une reprise rapide de l&rsquo;activit\u00e9 \u00e9conomique (5,9). Cependant, l\u00e0 aussi, les perceptions sont tr\u00e8s variables (de 3 \u00e0 10). Les craintes concernant les nombreuses faillites, la hausse du ch\u00f4mage et des in\u00e9galit\u00e9s ne sont que partiellement compens\u00e9es par les pr\u00e9visions de d\u00e9penses diff\u00e9r\u00e9es des Belges et d&rsquo;investissements des entreprises dans leur transition. D&rsquo;autant plus que ces pr\u00e9visions de report de d\u00e9penses et de relance de la consommation ne sont consid\u00e9r\u00e9es comme acquises que par 40% des personnes interrog\u00e9es.<\/p>\n<p>S&rsquo;il y a une le\u00e7on importante \u00e0 tirer de cette \u00e9tude, c&rsquo;est bien celle-ci. Les personnes interrog\u00e9es pensent presque unanimement que la crise aura un impact positif sur la volont\u00e9 des entreprises de faire des affaires s\u00e9rieuses. Elles anticipent ainsi l&rsquo;impact que la crise peut avoir sur l&rsquo;attention que les consommateurs portent au sens que les marques apportent. Les avis sont partag\u00e9s quant \u00e0 savoir si cette volont\u00e9 des entreprises de donner du sens sera mieux int\u00e9gr\u00e9e \u00e0 l&rsquo;avenir dans la mani\u00e8re dont les marques communiquent (et agissent ?). Bien que la plupart des interrog\u00e9s soient convaincus que l&rsquo;attention que les entreprises portent \u00e0 la signification entra\u00eenera un changement durable dans les attentes du public.<\/p>\n<p>La confiance dans une relance de l&rsquo;\u00e9conomie nationale est peut-\u00eatre faible, mais les professionnels semblent plus optimistes pour leur propre entreprise (7,3 sur une \u00e9chelle de 1 \u00e0 10). Souvent, les opportunit\u00e9s de croissance et de transition offertes par ce changement profond sont d\u00e9tect\u00e9es (77%). Le march\u00e9 est principalement concern\u00e9 par les nouveaux mod\u00e8les d&rsquo;entreprise, l&rsquo;innovation, le d\u00e9veloppement du commerce \u00e9lectronique et les nouvelles m\u00e9thodes de travail. Mais aussi avec le d\u00e9veloppement et le lancement de nouveaux produits et services, et ce dans une ann\u00e9e de transition o\u00f9 la prudence budg\u00e9taire est de mise.<\/p>\n<p><strong>Mathias Beke<\/strong>, Chief Intelligence Officer Havas Village : <em>\u00ab\u00a0Nous voyons ce contraste entre l&rsquo;optimisme des professionnels de la communication quant \u00e0 leur propre activit\u00e9 et une certaine crainte de l&rsquo;activit\u00e9 \u00e9conomique dans son ensemble comme une forme d&#8217;empathie du secteur envers le monde professionnel en g\u00e9n\u00e9ral. Par ailleurs, selon notre \u00e9tude, les attentes des partenaires du groupe des annonceurs, des m\u00e9dias et des agences de communication tournent autour des notions d&rsquo;agilit\u00e9 et d&rsquo;innovation mais aussi d&#8217;empathie, de solidarit\u00e9 et de courage. Cette crise est une v\u00e9ritable opportunit\u00e9 de donner encore plus de sens \u00e0 ce que font nos entreprises, et de r\u00e9pondre aux attentes croissantes des parties prenantes dans ce domaine.\u00a0\u00bb<\/em><\/p>\n<p>L&rsquo;\u00e9tude compl\u00e8te peut \u00eatre consult\u00e9e <a href=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2021\/06\/Havas-BMMA.pdf\">ici.<\/a><\/p>\n<img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.bmma.be\/wp-content\/uploads\/2021\/06\/BMMA-Havas-Survey-morale-2021-1024x451.png\" \/>\n","protected":false},"excerpt":{"rendered":"<p>Entre le 22 avril et le 17 mai, Havas et BMMA ont interrog\u00e9 65 sp\u00e9cialistes de la communication. De mani\u00e8re g\u00e9n\u00e9rale, la crise sanitaire a eu un impact n\u00e9gatif sur les activit\u00e9s. Mais pour une entreprise sur quatre, cela s&rsquo;est av\u00e9r\u00e9 positif.<\/p>\n","protected":false},"author":25,"featured_media":178872,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[25],"tags":[9062,13951,9087,14210,15530],"class_list":["post-178883","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-fr","tag-bmma-fr","tag-coronavirus-fr","tag-havas-media-fr","tag-havas-village","tag-mathias-beke-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c9tude BMMA-Havas : &#039;The Morale of Communication Professionals&#039;<\/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:\/\/www.mediaspecs.be\/fr\/etude-du-bmma-et-dhavas-the-morale-of-communication-professionals\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c9tude BMMA-Havas : &#039;The Morale of Communication Professionals&#039;\" \/>\n<meta property=\"og:description\" content=\"Entre le 22 avril et le 17 mai, Havas et BMMA ont interrog\u00e9 65 sp\u00e9cialistes de la communication. 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