A recent study by Grupo Croma showed that 40% of brands intend to invest in promotions, sponsorships, events and POS
The advertising market is like a living being. It evolves and learns over the years. He reinvents himself. And this is the case with all its ramifications, such as live marketing.
Over the last ten years, the sector has undergone considerable changes that were driven by volatility in human consumer behavior, which meant that the entire ecosystem, which includes agencies, advertisers and other partners, had to update the way it works.
Directly linked to this market, the Promotional Marketing Association (Ampro) has been following these changes closely for 30 years and currently has Heloisa Santana as its executive president. According to her, the evolution of the sector has followed advances in technology, driven by the need to stay alive in the midst of a complicated period in general terms, such as the coronavirus pandemic.
“I consider that this period challenged the market to the extreme. Digital/virtual projects were accelerated exponentially. Social distancing restrictions have ‘forced’ brands to migrate their experiences to the digital environment, leading to the emergence of new forms of virtual and hybrid events. This change brought with it challenges, but also opportunities to reach global audiences and explore new forms of online interaction”, explained the executive.
In addition to everything that was caused by the health crisis, it is also possible to say that there is a market before and after that moment. Advances in vaccination against Covid-19 were the kickstart for the return of events, whether entertainment or even business, which were fueled both by people’s desire to meet again and by brands wanting to be part of this recovery.
For Heloisa, the market is no longer made up of events or activations of isolated brands, but of a continuous and immersive journey for consumers facilitated by the use of technologies such as augmented and virtual reality, which allow brands to leave their experiences beyond space physical and reach a wider audience.
Another point raised by the executive president was the behavioral analyzes of audiences, which help brands to be more accurate in their decisions about the experience they want to promote. She points out that this movement includes product customization in all live marketing levers, such as events, promotions and incentive campaigns, and this generates “feedback” for future actions, generating an influencer marketing ecosystem.
Specifically for Ampro, the pandemic period was a welcome period for members and, to this end, the association invested in webinars, booklets and guides to clarify the safety and protection protocols for operations, in addition to individualized assistance. “Our council, as well as the legal and committees, were essential in keeping the climate of perseverance alive, in a segment that was the first to stop and one of the last to return (with financial recovery to this day)”, he highlighted.
Among so many new developments that have emerged over time, some trends should become part of the sector’s movements and Heloisa took the moment to list those that she believes to be the most exponents, such as the integration of technology and data for personalization and more effective segmentation; the emphasis on the omnichannel experience to create consumer journeys; prioritizing authenticity and emotional connection with the public; increased concern about ESG — with emphasis on governance — and hybrid content tracks that combine virtual and in-person elements.
“These trends have been influencing the sector’s strategies and are leading brands to invest more in data analysis, to offer consistent experiences across multiple channels, tell authentic stories and promote sustainable practices, always looking at consumer preferences to leave them as the ‘center of the story. ‘”, he explains.
Read the full article in the May 20, 2024 edition
