In digital marketing, retail channels will continue to gain importance , offering opportunities to impact consumers at the moment of purchase. Branding in digital environments and experimentation with new formats will be key to achieving business objectives, including search ads. However, the most important challenge is to measure their return, as well as to establish systems that reduce fraud and, through certifications, provide confidence in the purchase of advertising.
Resurgence of contextual advertising
As the digital advertising landscape changes, contextual advertising is emerging as a cookie-free alternative that allows users to be reached with relevant and timely content.
More agile, activist and consumer-focused brands
The brands that will stand out in 2024 will be those that are benin number data agile in marketing and consumer-focused, offering innovative proposals. Price management and attention to "microbrands" will be key strategies to adapt to changing consumer preferences.
When it comes to brand ideals , shoppers will continue to gravitate toward brands that espouse activist principles and align with their personal values. However, it should be noted that consumers don't always do what they say - this is what is known as the gap between purchase value and action.
Influencers will continue to be counted on , and 60% of global marketing professionals say that spending on these figures will increase in 2024. This will mean greater demands on brands.