Experts highlight AI and integration between physical and digital environments to redefine the customer experience in retail.
As 2024 approaches, companies are aligning their strategies with emerging trends in the dynamic global climate marketing digital. The main experts on the subject point out that technological transformations, associated with customer data management and Artificial Intelligencewill be key pieces in defining organizational success in 2024, improving the consumer experience.
We are witnessing a remarkable transformation in the marketing landscape. Efficient automation, Artificial Intelligence and constant innovation are imperative for companies that want to prosper. Marketing trends for 2024 promote a more customer-centric, sustainable and technologically advanced approach, explains Marcelo Caruana, head of Marketing at E-goi Digital Solutions.
Artificial Intelligence for Hypersegmentation
Today’s consumer seeks tailor-made experiences. With the vast amount of data available from various touchpoints, brands can leverage the information collected for sophisticated analysis. The expected result is marketing strategies hypersegmented by Artificial Intelligence, with content and product recommendations personalized for each consumer.
The ability to anticipate customer needs and deliver personalized messages is a significant competitive differentiator. As machine learning technologies evolve, personalization becomes more assertive, leaving mass marketing strategies increasingly obsolete, highlights Caruana.
Phygital Experience
According to data from the multinational EY, 36% of companies are investing in the digitalization of the customer journey. However, despite the focus on digital channels, the study carried out by Euromonitor International identified that 78% of all purchases made in the world will be made in physical stores by 2024. With the advancement of augmented (AR) and virtual (VR) reality, e-commerces will explore more immersive shopping experiences, while retail media will reshape the interaction with consumers, integrating advertising into the customer’s native shopping experience.
“O Phygital Experience will be a prominent trend, perfectly integrating the physical and digital environment. Brands will be able to create engaging and personalized shopping experiences, transcending the barriers between online and offline”, observes the head of Marketing at E-goi Digital Solutions.
Social responsibility and sustainability
With more critical consumers, growing environmental and social awareness will impact purchasing decisions. Companies will be challenged to incorporate sustainable practices and transparently communicate their efforts.
Marketing strategies must reflect ethical values, promoting a deeper connection with consumers, far beyond a simple commercial approach, highlights Caruana.
Videos and short content
Video marketing, especially on short-term platforms like TikTok eYouTube Shorts, dominates marketing strategies. Its immersive nature perfectly aligns with modern consumer expectations, with brands using videos not just for advertising, but also to tell stories and launch products.
The trends outline an exciting outlook for digital marketing in 2024, promoting a customer-centric and technologically advanced approach. The search for more efficient and sustainable solutions will be a growing trend, not only for 2024, but also for the years to come, concludes Marcelo.
Follow Adnews on Instagrame LinkedIn. #WhereTransformationHappens
