Panorama reveals that 70% of companies use WhatsApp and 55% have already adopted AI in their strategies.
A RD Station leader in technology solutions for digital marketing and sales in Brazil, launches this Tuesday (11/06) the second edition of Panorama de Marketing, the largest research in the sector in Brazil. The survey, carried out with professionals in the sector, shows that 75% of companies were unable to achieve their marketing goals in 2023, at the same time that 36% of marketing teams do not have defined them for 2024. Despite the challenging scenario, the Most respondents (78%) expect growth this year.
“We saw that companies continue to have difficulty meeting their marketing goals, maintaining the 75% of the last Marketing Panorama and, also, an increase from 25% to 36% compared to the previous edition of those that do not have defined goals. This reinforces our position on the importance of defining clear goals and performance indicators for the success of teams working in this area, so that they can know whether they are progressing or not in their strategies. Furthermore, it is essential to make correct use of channels in all marketing funnel processes, from lead generation, as well as adopting technologies to improve customer relationships and achieve better results”, highlights Bernardo Brandão, CMO at RD Station .
Among the companies that were successful in achieving their objectives, the most prominent sectors were retail (37%), e-commerce (34%) and health and beauty (33%). A positive highlight observed in the Panorama of Marketing 2024 was the fall in practically all data analysis difficulties, demonstrating progress in this strategic aspect for companies.
More investments and growth expectations in 2024
For 2024, even in the midst of a challenging scenario, 78% of those interviewed revealed that they had expectations for growth and 49% stated that they will invest more than in 2023 in marketing actions. Among the main objectives identified are generating more sales demands (34%); more brand recognition (29%); and innovate in Digital Marketing strategies (15%).
Photo: Disclosure/RD Station
Use of Artificial Intelligence in Marketing
With the popularization of artificial intelligence tools since 2023, the marketing sector has also started to use resources strategically. If in last year’s Marketing Panorama 73% of professionals highlighted AI as the main trend for increasing productivity, in this edition we can actually see its use by a large part of marketing teams (55% of respondents).
It is worth noting that 64% of companies that use AI achieved their objectives, while 34% of those that do not use it managed to achieve their goals. The highlight is mainly among marketing agencies, with 71% of achievement.
Conversational and WhatsApp
When asked about the use of channels, the WhatsApp continues to stand out as one of those that has seen the most growth since last year, being used by 70% of companies in their strategies – 60% declared to use it in the 2023 edition. B2C businesses are the ones that use it the most – 72%, compared to 61% of B2B business.
Among the main uses highlighted by professionals are: sending individual messages or via a transmission list manually (45%); capturing leads with a WhatsApp button (44%); capturing Leads from paid media ads (39%); with a platform that integrates WhatsApp and other digital channels, such as Facebook, Instagram, Telegram, etc. ( 34%); manually, managing WhatsApp groups (33%).
Photo: Disclosure/RD Station
In terms of trends, the use of WhatApp through omnichannel (multichannel) operations appears as the second trend most cited by respondents. Artificial intelligence remains the main one, with 61% of respondents highlighting its use for greater productivity and efficiency in operations.
“The 2024 Marketing Panorama highlights the uniqueness of Brazilian marketing in relation to what is seen in similar research from other markets, and is a true guide for teams. It is reflected as a monitoring index, in which, with each edition, we are able to see the evolution of data and understand the national scenario, proposing new solutions and products, as well as educational initiatives to enhance the effectiveness of strategic actions and the growth of companies ”, concludes Brandão.
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