Sample includes 119 industry professionals who responded about increasing investments in advertising and marketing by 84%
On the agenda of nine out of ten advertisers, artificial intelligence is one of the highlights of the 5th edition of the Marketing Compass survey, carried out by Croma with a sample of 119 executives and a predominance of 15% in the food and beverage segments. The idea is to observe the choices for 2024. The main diagnosis is that the digital environment will be a focus for operations growth projects.
It’s time to monitor media consumption, influenced by digital, something never seen before, and by the integrations promoted by technology. The use of artificial intelligence promises to assist in defining and refining strategies, generating evidence for better decision-making, as well as producing content on a large scale and quickly. Resilience, adaptability and creativity will be increasingly fundamental skills for marketing and communications executives, says Croma, remembering that 64% of respondents will be influenced by AI in strategic advertising definitions this year.
The work had institutional support from ABA (Brazilian Association of Advertisers), Abap (Brazilian Association of Advertising Agencies), Ampro (Promotional Marketing Association) and Cenp (Executive Council of Standard Norms). 84% of respondents want to increase or maintain investments in marketing actions. The automobile segment, for example, plans to increase its budget by 80%, the same percentage as the education area. Health aims to increase by 78% and household appliances by 75%. Media buying is on the marketing Compass radar: 50% of investments will be directed to this discipline. While another 50% goes to production.
Among the media most benefiting from investments, it is no longer possible to see the same relevance as television, whether broadcast or closed. Digital stands out in all segments. Even though there is proportionality in investments in media and production, digital stands out especially among advertisers who will invest more in 2024. Actions aimed at promotions, sponsorships and events also start to gain more relevance and obtain a greater share of investment in 2024, showing the potential complementarity between physical and digital activations and the integration of everything through technology. Experience promises to be the watchword, guaranteeing fluidity between the screens and the physical world, reports Croma.
Advertisers are optimistic that the scenario of growth in investments in marketing and communication will remain and that this will be a year of opportunities. The fact is that success is not only linked to the use of technologies, but knowing how to use them to be innovative. I need to challenge paradigms, says Sandra Martinelli, executive president of ABA. 89% of advertisers are confident.
In the dynamic universe of marketing and communication, knowledge is the fuel that drives strategies, guides decisions and shapes the future of brands, summarizes Heloisa Santana, executive president of Ampro. And giving a glimpse into what lies ahead for the brand experience market, the data reinforces our assumptions, she adds.
The study provides relevant information about the communications and marketing market, in a simple and objective way, making it a valuable document for decision-making based on data. And it makes me very happy to confirm that the transformative power of communication is increasingly being recognized and creativity will be a fundamental factor in overcoming challenges and maintaining the growth of the entire ecosystem. 2024 started with optimism, high expectations for growth and confidence, attests Marcia Esteves, CEO of LewLara\TBWA and president of Abap.
On the other hand, Regina Augusto, executive president of Cenp, welcomes the interdependence of marketing and technology. When we see that 65% of those consulted are aware that an asset like AI will have a direct influence on marketing strategies and 80% intend to invest more in this tool, we make tangible how decisive technology is for this advertising ecosystem, she urges.
The study identifies bets for the best use of the budget and provides recommendations that can guide these investments in the challenging and competitive Brazilian scenario, explains Edmar Bulla, CEO of Grupo Croma.
(Credit: Photo by Steve Johnson on Unsplash)
