Antonio Ramírez explains that “Another notable trend will be full funnel strategies, with which clients seek to address the consumer journey in a more complete way. In 2024, advertisers will have to adapt to offer more integrated campaigns , using data effectively to be able to influence all stages of the conversion funnel,” he says. He also highlights the role of the multi-channel and multi-device reality , which will force agencies to focus on the development and management of complex measurement models, but with affordable approaches adapted to the reality of each advertiser, allowing them to improve their marketing strategies.”
The emergence of Chinese actors
Álvaro Gómez points to the growing power of Chinese players in the eCommerce field as an unbalancing factor when it comes to allocating marketing budgets: “Miravia, Shein, Temu… will force us to rethink the product assortment, the choice of where we want to put which parts of the assortment and the selection of a pricing strategy and the incorporation of cameroon number data dynamic prices that allow us to make money. For many, it will mean a contraction in turnover that will allow a positive profit and loss account to guarantee the survival of the company without depending on external capital. Taking a step back, in order to be able to take two steps forward in the future.
For others, the solution will come from focusing on what makes you truly different, initiating a strategy of searching for integrated partners who can provide you with a high level of quality in the rest of the company's areas without having to dedicate as many resources as if you were 'doing it at home'.
Immersive shopping experiences
For Ignacio Rodés , the use of technological tools to create immersive shopping experiences will become more relevant : "The possibilities are endless, from a virtual clothing fitting room to using augmented reality applications that allow users to visualize how a piece of furniture would look in their home."