According to exclusive data from the "Marketing Compass" study conducted by Croma Consulting, 74% of agency budgets will be allocated to digital media. Among the 26% allocated to other media, free-to-air TV stands out with 13%, followed by OOH with 7%. Social Networks (29%) and search engines (22%) lead as the main digital investment channels in 2025, reflecting the growing importance of performance and segmentation.

Of the 74% of the budget allocated to digital marketing, 29% will be allocated to social media. Among advertisers with annual revenue of up to R$300 million, this number rises to 35%. Search engines will receive 22% of the allocated funds. Among service companies, this percentage rises to 28%.  

Regarding resource allocation, there is a balance between different strategies: promotions (23%), influencers (22%), sponsorships (21%), and retail media (16%). While retail will intensify promotional actions (31%), the industry will increase investments in influencers (29%) and sponsorships, and retail media will gain more space among service companies (20%).

The revealed insights show a market increasingly driven by technology and performance. Artificial Intelligence will be one of the main drivers of innovation, with 75% of advertisers betting on it for automation and personalization. Retail Media is consolidating as a strategic force, transforming the relationship between brands and consumers within e-commerce ecosystems. At the same time, OOH maintains its relevance as a hybrid medium, combining physical presence and digital intelligence to impact audiences more precisely, explains Edmar Bulla, founder of Grupo Croma and creator of the study.

2025 is the year of Artificial Intelligence and the precision of marketing strategy

According to the survey, despite the decline in optimism from 53% in 2024 to 40% in 2025, companies remain intent on increasing marketing investments (52%), indicating a year of strategic adjustments and results analysis.

Artificial Intelligence will gain even more space in marketing and communication strategies, increasing from 64% in 2024 to 75% in 2025, expanding automation, personalization, and efficiency in campaigns.

A total of 151 interviews were conducted between December 12, 2024, and January 21, 2025, nationwide, with companies from various sectors representing the service, industry, and retail sectors, with a 95% confidence level.

Quantitative research is applied to decision-makers or influencers who have autonomy regarding the marketing and communication investments of advertising companies.

Consumer Day, celebrated on March 15th, was the subject of 6,245 publications on digital channels from January 1st to March 17th. In March, there were 5,945 publications, with the day with the most posts being March 15th, with over 2,600 publications on the subject and an average of 349 comments per day, according to STILINGUE by Blip monitoring, a multichannel platform aimed at creating better digital experiences between brands and consumers through social listening and the potential of artificial intelligence.

The analysis indicates that "Promotions," "Consumer Rights," "Fraud," "Expensive vs. Cheap," and "Thank You" were the most used terms in mentions of Consumer Day.According to the study, 63% of them were classified as positive, 31% considered neutral, and 16% observed as negative. Regarding the offers, there were over 1,300 interactions with the themes "exclusive promotions" and "unmissable discounts" to attract the attention of potential customers.

Regarding consumer rights, more than 400 publications mentioned the subject, warning buyers to be attentive to the Consumer Defense Code. The word "protection" was widely used in the posts, aiming to reinforce the importance of caring for consumers. Regarding "fraud," about 100 publications were related to false promotions, with "olive oil" being the product most frequently associated with the term, followed by "online shopping."

Of all the conversations, 33% were on X (formerly Twitter), 28% on news portals, 28% on Instagram, and 17% on Facebook.Another piece of information that monitoring reveals is that 70% of the buzz from posts came from organizations and companies, 21% from the female audience, and only 9.3% from men – which can help many brands define their strategies for next year's Consumer Day.

Companies in the food and beverage sectors were the most active in publishing, represented by supermarkets, markets, and wholesale networks. Chocolate shops also appeared with promotions, along with the automotive, travel, and technology sectors, which also stood out in the monitoring.

"Consumer Day has gained significant traction from retail and companies across various sectors, which take advantage of the date to sell more by using social media to promote promotions, delight customers, and attract new consumers. We see how social listening is also proactive for this period, where brands can monitor words, trends, and the most discussed topics to adapt and improve their promotional activations. Undoubtedly, some of the insights gained from social media monitoring become important tools in planning for upcoming commemorative dates and even for Consumer Day in 2026," concludes Menedjan Morgado, Insights Manager at Blip.  

STILINGUE methodology by Blip

The monitoring took into account channels such as X (formerly Twitter), Facebook, Instagram, blogs, portals, BlueSky, forums, Reclame Aqui, and YouTube. The data presented reflect the volume of mentions associated with Consumer Day. For data collection, the keywords "Consumer Day," "praise," "criticism," "discount," "most advertised products," and "daily promotions" were mapped.

According to exclusive data from the "Marketing Compass" study conducted by Croma Consulting, 74% of agency budgets will be allocated to digital media. Among the 26% allocated to other media, free-to-air TV stands out with 13%, followed by OOH with 7%. Social Networks (29%) and search engines (22%) lead as the main digital investment channels in 2025, reflecting the growing importance of performance and segmentation.

Of the 74% of the budget allocated to digital marketing, 29% will be allocated to social media. Among advertisers with annual revenue of up to R$300 million, this number rises to 35%. Search engines will receive 22% of the allocated funds. Among service companies, this percentage rises to 28%.  

Regarding resource allocation, there is a balance between different strategies: promotions (23%), influencers (22%), sponsorships (21%), and retail media (16%). While retail will intensify promotional actions (31%), the industry will increase investments in influencers (29%) and sponsorships, and retail media will gain more space among service companies (20%).

The revealed insights show a market increasingly driven by technology and performance. Artificial Intelligence will be one of the main drivers of innovation, with 75% of advertisers betting on it for automation and personalization. Retail Media is consolidating as a strategic force, transforming the relationship between brands and consumers within e-commerce ecosystems. At the same time, OOH maintains its relevance as a hybrid medium, combining physical presence and digital intelligence to impact audiences more precisely, explains Edmar Bulla, founder of Grupo Croma and creator of the study.

2025 is the year of Artificial Intelligence and the precision of marketing strategy

According to the survey, despite the decline in optimism from 53% in 2024 to 40% in 2025, companies remain intent on increasing marketing investments (52%), indicating a year of strategic adjustments and results analysis.

Artificial Intelligence will gain even more space in marketing and communication strategies, increasing from 64% in 2024 to 75% in 2025, expanding automation, personalization, and efficiency in campaigns.

A total of 151 interviews were conducted between December 12, 2024, and January 21, 2025, nationwide, with companies from various sectors representing the service, industry, and retail sectors, with a 95% confidence level.

Quantitative research is applied to decision-makers or influencers who have autonomy regarding the marketing and communication investments of advertising companies.

Despite the growth in e-commerce over the years, this sector has faced significant barriers related to user trust. According to a survey conducted by the Brazilian Federation of Banks (FEBRABAN), 8 out of 10 Brazilians fear being victims of online fraud, and 35% of respondents identify online shopping as the activity most vulnerable to unauthorized access to their personal data.

To Marlon Tseng, CEO ofSmiling, a payment gateway specializing in solutions that connect businesses to emerging markets, "people fear that their information will be leaked or used improperly, especially on unknown platforms or those that do not convey credibility. Additionally, the lack of clarity about privacy policies and the absence of security seals significantly contribute to this negative perception."

Another point highlighted by the research is the concern about fraud. With the increase in online scams, consumers are more cautious when entering sensitive data, such as credit card numbers and passwords. This caution, although justifiable, directly impacts companies' conversion rates, causing them to lose potential sales.

To reverse this scenario, Tseng emphasizes the importance of companies adopting measures that prioritize security on their platforms, with clarity in data handling and transparent communication about how information is protected. Diversification in payment options is also a key factor in reducing consumer resistance. Offering a variety of widely recognized methods, such as Pix, bank slips, and digital wallets, in addition to credit cards, can enhance the customer's sense of control.

Marlon highlights that this flexibility not only caters to individual preferences but also demonstrates that the company is aligned with the needs and expectations of its audience. Furthermore, the implementation of encryption certificates, such as SSL (Secure Sockets LayerThe display of trust seals recognized by the market and the simplification of privacy policy information can build a trusting relationship with the consumer.

"Investing in transparency and ensuring a secure digital experience for your users allows the company to fully leverage the potential of e-commerce, not only strengthening the brand but also gaining the loyalty of more customers," concludes the CEO.

Smishing, a form of phishing that uses text messages to deceive victims and steal personal data or click on malicious links, is on the rise in Brazil. With the visible trend of mobile devices being used for digital transactions, cybercriminals may exploit potential vulnerabilities to spread malware, access confidential information, and commit financial frauds. According to a recent survey byNorton, cybersecurity brand ofGen™ (NASDAQ: GEN), 32% of Brazilians experienced an attempted scam this year, with 54% of these attempts occurring via SMS. In this context, Norton emphasizes the importance of digital education and protection against scams in the digital world.

“Smishing is a combination of the terms 'phishing' and 'SMS' (Short Messaging Service) and refers to attacks carried out through fraudulent text messages. Unlike traditional phishing, which occurs via email, smishing exploits the credibility of well-known services to deceive people and make them share confidential information, such as passwords, credit card numbers, and banking credentials. These attacks can result in identity theft, financial losses, and malware installation on victims' devices," says Iskander Sanchez-Rola, Director of Innovation at Norton.

Common smishing scams 

There are several types of smishing scams and here are some of the most common ones:

• Fake package delivery notifications:One of the most frequent scams, especially during promotional seasons or holidays, involves fake messages from carriers like FedEx, UPS, or the Postal Service. These messages warn about package delivery issues or request tracking, with malicious links.
• Financial scams:Cybercriminals often impersonate banks or financial institutions to obtain confidential data such as passwords, credit card numbers, and banking information. Messages usually alert about suspicious activities or request data updates.
• Misleading confirmations:This scam uses fake purchase confirmations, commitments, or services, leading users to phishing sites where confidential information is requested.
• Fake customer service:In this type of smishing, scammers impersonate customer service representatives of trusted companies, such as online stores or service providers, claiming there is an issue with the consumer's account. The messages contain links directing to fake websites, where confidential data can be stolen.
• Fake Giveaways and Prizes:Nonexistent prize offers, such as raffles or giveaways, are often used to attract victims. The messages claim that the person has won something, but they ask to click on a link to "redeem the prize." This can infect the consumer's device with malware.

Iskander Sanchez-Rola shares how to stay safe by considering some digital security practices that can help reduce the risks of smishing:

• Do not share personal information via SMS:Never provide confidential data, such as passwords, credit card numbers, or email addresses, through text messages.
• Check the origin of suspicious messages:Be careful with unknown numbers or unusual formats, especially international ones.
• Use two-factor authentication:This increases the security of your online accounts and adds an extra layer of security, even if you fall victim to a scam and your password is compromised.
• Avoid clicking on suspicious links or files:An unknown link or file may secretly contain malware or lead to a fake website to steal personal information.
• Contact the institution or company directlyto confirm any requests received via SMS.
• Download a reliable antivirus softwareas theNorton 360, which protects against malware, phishing, and other digital threats.

The impact of coups on Brazilians 

In Brazil, four out of ten Brazilians (43%) who were targeted by scams ended up becoming victims. Of these (43%) consumers, 77% of the victims suffered financial losses. The average reported loss was R$ 1,211.46, with some cases reaching R$ 40,000.00. Similarly, in addition to financial losses, 33% of the victims had their personal data compromised.

Norton's research also highlights the main scams experienced by people (43%), who were victims of fraud. They are:

• Payment scams (37%)
• SMS attacks and smishing (25%)
• Social media messaging scams (18%)

Methodology 

The study was conducted online in Brazil by Dynata on behalf of Gen, from December 5 to 19, 2024, among 1,002 adults aged 18 and older.