Study indicates 4 key pieces for marketing to help sell more in 2023
Posted: Tue Jan 21, 2025 3:59 am
To get even closer to people – and, consequently, sell more – companies' marketing departments will need to strengthen their partnerships with other business areas of the companies, mainly to keep up with increasingly hybrid consumer journeys.
Increased importance of digital channels. This approach to areas such as technology, supply and human resources, for example, is nothing new – but it has accelerated in the last 3 years, mainly due to the pandemic and the importance of digital channels in customer relations.
The growth of areas such as data intelligence, content and ESG are the themes that will feature in next year's marketing plans – and which should receive more attention and, consequently, greater investment.
This is one of the main findings highlighted by the Marketing qatar whatsapp data Insights 2023 report, produced by GoAd Media, which is sponsored by UOL and supported by the Brazilian Association of Advertisers (ABA).
The document analyzes movements and trends that should shape the marketing agenda and its professionals over the next year.
“People definitely don’t wake up thinking about advertising. However, throughout their journeys and daily routines, they are impacted hundreds of times by messages and approaches from companies. It is a responsibility that falls not only on business performance, but also on building a possible and sustainable future” – José Saad Neto, head of insights at GoAd.
According to Saad, factors external to the marketing areas – of a social, economic, political and technological nature – will bring caution in some fields and promises of innovation in others.
Combined with these external factors, changes emerge that the report defines as “systemic movements”, internal changes within companies that influence plans for 2023:
integration between marketing and technology,
consolidation of the digital transformation experienced in recent years and
the need for greater agility to deal with uncertain scenarios.
In the report, these themes are divided into four strategic areas, signaling important points of attention (and action) for marketing in the coming year. Check it out:
Data intelligence and emerging technologies : the race for primary consumer data, data collected by the company itself through its customer contact channels; marketing automation and immersive experiences with augmented reality;
Media & Storytelling : according to the report, consumers will have more and more points of contact with the brand, in different contexts – be it on connected TVs, in outdoor media connected to the digital world, games, content creators and even within e-commerce platforms.
Increased importance of digital channels. This approach to areas such as technology, supply and human resources, for example, is nothing new – but it has accelerated in the last 3 years, mainly due to the pandemic and the importance of digital channels in customer relations.
The growth of areas such as data intelligence, content and ESG are the themes that will feature in next year's marketing plans – and which should receive more attention and, consequently, greater investment.
This is one of the main findings highlighted by the Marketing qatar whatsapp data Insights 2023 report, produced by GoAd Media, which is sponsored by UOL and supported by the Brazilian Association of Advertisers (ABA).
The document analyzes movements and trends that should shape the marketing agenda and its professionals over the next year.
“People definitely don’t wake up thinking about advertising. However, throughout their journeys and daily routines, they are impacted hundreds of times by messages and approaches from companies. It is a responsibility that falls not only on business performance, but also on building a possible and sustainable future” – José Saad Neto, head of insights at GoAd.
According to Saad, factors external to the marketing areas – of a social, economic, political and technological nature – will bring caution in some fields and promises of innovation in others.
Combined with these external factors, changes emerge that the report defines as “systemic movements”, internal changes within companies that influence plans for 2023:
integration between marketing and technology,
consolidation of the digital transformation experienced in recent years and
the need for greater agility to deal with uncertain scenarios.
In the report, these themes are divided into four strategic areas, signaling important points of attention (and action) for marketing in the coming year. Check it out:
Data intelligence and emerging technologies : the race for primary consumer data, data collected by the company itself through its customer contact channels; marketing automation and immersive experiences with augmented reality;
Media & Storytelling : according to the report, consumers will have more and more points of contact with the brand, in different contexts – be it on connected TVs, in outdoor media connected to the digital world, games, content creators and even within e-commerce platforms.