December 12, 2022 – 12:10
Some of the issues that 2022 will depart the world with are carefully associated to the state of the financial system. The battle in Ukraine, financial sanctions, inflation and the disaster in the world financial system are a few of the causes of the issues which were persistent. According to the International Monetary Fund, world financial development was revised from 6.1% in January 2022 to three.2% in June.
With the recession, the Interactive Advertising Bureau Brasil (IAB Brasil) exhibits that understanding the buyer in its numerous varieties is a vital a part of constructing a model that gives worth in consciousness. In phrases of “model disruption”, the company listed six promoting developments for subsequent yr in the Brand Disruption 2022 report.
Marketing (resumable): Any marketing
Reflecting the epidemic and accelerating digital transformation, e-commerce is the perfect software for marketing. According to the examine “Trends: Shopping on the Free Market”, e-commerce ought to characterize 21.5% of all gross sales worldwide. In addition, Latin America is seen in this development, with a distinction of 20.4% this yr – with Brazil because the chief.
The delivery battle will increase and exhibits that the client desires to purchase the product at residence to obtain it in the shortest potential time. Another factor is the so-called “phygital”, which, regardless of the necessity for technical strategies, the interplay of shoppers might be carried out in the actual world.
The energy of motive
Consumers anticipate modern and sustainable practices from firms. 76% agree that firms ought to work to eradicate discrimination, harassment of foreigners, amongst others; 74% consider that manufacturers have an necessary function in society; and 76% of Brazilians see sustainability in procuring. Data from the Foundational Kantar Sustainability 2021 world survey.
McDonald’s brings sustainable dialogue to shoppers
Combining information and consciousness, Natura took motion in favor of the Amazon on the Rock in Rio. Heineken, alternatively, has been working since 2020 to have all of its manufacturing operations run on inexperienced power. The model’s focus has arrived at Cannes. Among the perfect in 2022 is Amaro, who took Bronze in the Social & Influencer class and carried out “Virtual Node”.
Skin sensation: compatibility
This phenomenon was additionally evident after a interval of isolation because of the epidemic. The occasions and tourism sector was one other that benefited probably the most. Rock in Rio, for instance, gathered 700,000 folks and value greater than US$ 2 billion. Reinvigorated in the sport, the return of occasions led to the World Cup in Qatar.
The IAB highlighted the necessity for info, and occasions going down in Brazil. The on-line convention could have a replica in Rio de Janeiro from subsequent yr. The hope is that it’s going to convey collectively about 10,000 folks in its first version.
Money in the Clouds: Changing Money
Cryptocurrencies are already actual. About 21% of already linked folks say they’ve cash in cryptocurrency in 2022, based on Kantar Ibope Media. Nubank, for instance, plans to create its personal digital forex in 2023. In addition, fintech sells occasions in São Paulo, Real feat Digital.
However, easier than that, cell phones had been a revolution in enterprise: 67.1 billion in gross sales had been made by this methodology in 2021. This exhibits that the long run exhibits the tip of cash.
2022 was the yr of video and promoting. Kantar Inside Video 2022 exhibits that linked Brazilians register a median of 1.6 jobs in this class. Companies corresponding to Apple, Google and Amazon have been strengthening their providers, corresponding to Apple TV +, YouTube and Prime Video.
Netflix tries to purchase gamers to convey video games to its video games
Consumers’ preferences for promoting preferences transcend visible and show exterior influences, e.g. components of Strange Things in the subway of São Paulo and the launch of the collection in Vivo shops had been methods to advertise the product by promoting. This success additionally encourages the introduction of theme merchandise, as was the case with Burger King, with a menu of favorites Strange Things and O Boticário and particular merchandise from the record corresponding to bridgerton and La Casa de Papel🇧🇷
In the second half, producers additionally had the chance to place themselves in the manufacturing of applications by promoting, with the brand new plans of Netflix and Disney +, for instance.
Metaverse Destiny: Metaverse Destiny
Accepted by the migration of Facebook to Meta, the metaverse was one of the mentioned and controversial subjects in 2022. And this could not change. The rise of Web3.0 and its penalties are already in entrance of entrepreneurs. The IAB report brings Statista information that this market is anticipated to succeed in $ 47.48 billion by the tip of this yr. By 2030, development ought to attain $678.7 billion.
Digital presence extends past e-commerce and begins to achieve recognition with model avatars. Lu, from Magalu, is among the profitable circumstances in this regard. Other figures corresponding to CB, from Casas Bahia; Nat, from Natura; and Moça, from Leite Moça Nestlé, are additionally standard.
However, this examine focuses on the so-called “outdoors media world”, in which manufacturers promote in areas linked to the metaverse. In this fashion, Brahma took motion in Cidade Alta, one of many recreation servers of GTA V, to advertise the launch of Duplo Malte lengthy neck beer.