Digital marketing and advertising are two disciplines that are constantly changing and evolving, adapting to new technologies, consumer preferences and social context. Given this reality the experts from pulse Analyze some of the trends that shaped the sector in 2023 and will prove to be the key to success in 2024. From the Metaverse to NFTs using omnichannel and artificial intelligence, these trends They provide opportunities and challenges for brands looking to differentiate themselves in the highly competitive digital marketplace, and make the difference between success and failure.
Till date, The digital marketing and advertising sector in Spain is showing solid growth, with an investment of 2,345 million euros, which represents an increase of 12.3% compared to the previous year, according to the study on advertising investments in digital media by the IAB Spain. This positive development reflects the impact of technological advances and changing consumer behavior leading to new trends like the 32% growth in digital audio, which offers brands the opportunity to reach a loyal, diverse and segmented audience with high levels of engagement and advertising recall; He 28% increase in Digital Out of Home (DOOH), that combines the advantages of the traditional outdoor medium with those of digital advertising such as flexibility, interactivity and measurement; and that 26.9% increase in native advertising, It is becoming one of the most important digital trends for the advertising industry, offering added value to the user and brands, adapting to different platforms and formats.
For his part Audiovisual content, especially short videos, has shown its potential to attract users’ attention on different platforms, both social networks and video and audio OTTs, among which Atresplayer, Mitele or Spotify stand out. These services offer brands the opportunity to reach a engaged audience that seeks television and entertainment content by offering live and on-demand content and enabling strategic ad placement that can generate greater viewer resonance and memory. In fact, the last few years have seen an increase in subscribers and views, presenting an opportunity to reach a more segmented and personalized audience. Likewise, programmatic advertising has proven to be a powerful tool for optimizing online campaigns, enabling greater personalization and segmentation of messages and generating positive results for brands.
Sara G. Timón, Impulsion Country Manager, He shares his vision of the current exciting panorama the industry is experiencing, highlighting the accelerated growth and greater relevance of online strategies. However, he acknowledges this “We also face key challenges and opportunities to continue to thrive and evolve. In the midst of this dynamic scenario, the ability to adapt and take advantage of new trends becomes essential for continued success in the world of digital marketing, which is why it is very important to consider key issues such as adapting to the cookie-free environment , privacy regulation , the incorporation of artificial intelligence, and the proliferation of Metaverse, NFTS, and augmented reality, which will allow us to offer more creative, effective, and secure solutions that meet the needs of businesses and customers.”
With that in mind, Impulsion experts wanted to highlight some of the key trends of 2023 that they hope will shape the industry in 2024:
Metaverse, NFTs and Mixed Reality: the technologies that will shape the digital future
Through 2023, these trends are expected to continue growing and evolving, driven by the development of new platforms, apps, and devices.. The Metaverse is already evolving into a space for socializing, entertainment, work, and education. Here you can create and share personalized experiences. While NFTs have established themselves as an artistic, cultural and economic form of expression, where rare and valuable digital assets can be bought, sold and collected. Virtual Reality and Augmented Reality will increasingly integrate with Metaverse and NFTs, offering more realistic and interactive experiences.
As the sector continues to evolve, these technologies are expected to create a new digital paradigm in the near future, where the physical and the virtual will fully merge. In the case of the Metaverse, it is expected to become a fertile field for creativity and innovation, offering personalized experiences in virtual environments where different worlds and dimensions can be explored. And also that it is becoming an extension of reality where NFTs are viewed as a form of digital identity through which each user’s likes, interests and achievements can be showcased. For their part, virtual reality and augmented reality will also play a key role, becoming another form of communication in which messages, emotions and sensations can be transmitted, offering unforgettable experiences and interactive advertising campaigns to increase audience engagement and participation .
From impact to success: the revolution in experiential marketing
Throughout 2023, the focus on experiential marketing will intensify and anticipate further growth and evolution thanks to the latest technological innovations such as augmented reality, artificial intelligence, chatbots and native advertising, making it possible to create experiences that are more personalised, interactive and fun and adapt to the preferences and needs of each user. Native advertising, in particular, is proving to be an indispensable tool as it enables the integration of advertising content in a fluid manner, providing value to the audience while increasing engagement. Because native advertising is designed to blend into the surrounding content, it feels less intrusive and more closely resembles the user experience. This makes it an effective channel for delivering promotional messages in a subtle but effective way.
In 2024, experiential marketing will emerge as one of the most important forms of advertising as consumers increasingly demand authentic, relevant, and meaningful experiences. Experiential marketing needs to be more creative, innovative and surprising to capture users’ attention in an information saturated environment. Likewise, it must be more accountable, transparent, and ethical to instill trust and credibility with customers and society, as it becomes a means of expressing brands’ values and purpose and having a positive impact on the world.
no-code automation, the necessary push for personalization
Businesses have adopted this technology to streamline their digital marketing processes and automate tasks without the need for advanced coding skills. Faced with this reality and the direction in which this sector is moving in the digital realm, in 2024 technology will evolve and offer new functionalities that allow greater customization and optimization of marketing strategies.
No-code automation will emerge as an indispensable tool for data-driven decision-making, enabling brands to quickly adapt to changing market demands and providing the flexibility needed to meet future challenges. Its accessibility and ease of use make it one of the preferred options to maximize the effectiveness and impact of digital marketing campaigns in such a changing and competitive environment.