The brands that will stand out in 2024 will be those that are 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 benin number data global marketing professionals say that spending on these figures will increase in 2024. This will mean greater demands on brands.
More competitive agencies
Agencies must prepare for a competitive and changing environment, with AI playing a central role in agile content generation. The fusion of marketing, advertising and technology will be essential in an omnichannel approach.
Corporate culture: sustainability and employee well-being
Sustainability, diversity and inclusion will be fundamental aspects of business culture. The advertising industry will seek solutions to limit its environmental impact and will consider employee well-being as a key factor for the growth of the collaborative economy in 2024. Likewise, diversity and inclusion will be very present in the roadmap of companies with a broad vision that does not only consider gender.