THEmarketing digital is on an accelerated transformation journey, and this year, as well as the coming ones, brings a horizon full of new opportunities and challenges for entrepreneurs. As technologies evolve, the need for constant adaptation becomes even more evident. According to data from Statista, Brazil projects an annual growth of 10% over the next three years, especially in the digital advertising and interactive content segment.
Still, with 94% of companies choosing digital marketing as their growth strategy, according to the Digital Marketing and Sales Maturity in Brazil survey, entrepreneurs need to stay alert to upcoming trends to stand out.One of them is thepersonalization. With the use of increasingly sophisticated artificial intelligence (AI), organizations will have the ability to offer unique experiences that are fully adapted to the needs and preferences of consumers.
The era of mass marketing is coming to an end, giving way to a model where each interaction is designed to create a deeper and more meaningful connection. "For entrepreneurs, this means that investing in automation and data analysis tools will be crucial to ensure more effective and assertive communication," he comments.Danilo Mazuquin, marketing specialist for over a decade and CEO of Mazukim.
With thecommunity marketingAs one of the most powerful strategies in the coming years, since the new consumer profile is no longer just looking for products or services but for experiences that provide a sense of belonging, brands that can create and nurture authentic communities around values will be ahead. "This translates to genuinely engaging with the audience, creating transformative experiences. The closer, the better," defines the specialist.
The evolution ofinteractive contentIt will also be a milestone in digital marketing in the coming years. "Immersive experiences, such as live broadcasts, short videos, and even the metaverse, are becoming essential to attract attention and engage the audience," says Mazuquin.The latest Global Consumer Insights Pulse Survey stated that 34% of consumers in Brazil are attracted to immersive digital experiences.
Furthermore, according to Descarbonize Soluções, 7 out of 10 Brazilians prefer to buy from companies withenvironmental commitmentThis survey highlights another important factor: the demand for good practices. The younger generations are increasingly attentive to companies' attitudes regarding ethics and sustainability, reflects the CEO. "Adopting transparent practices is not an option for those who own their own business, but a strategic necessity to attract and retain customers, especially the new generations."
In any case, the specialist emphasizes that defining the tips as permanent is not an option. For him, thecontinuous adaptationand speed will be the key to success. Digital marketing is a dynamic field, and entrepreneurs will need a mindset of continuous learning. Investing in training and always being open to experimentation and new tools will be essential for those who want to stand out in this competitive landscape, he concludes.
