New models of communication marketing
Posted: Tue Jan 07, 2025 7:14 am
Soraya García Merino , from Tradedoubler, highlights the importance of content marketing, influencers and email marketing, pointing out their effectiveness in generating return on investment. In addition, looking ahead to 2024, Soraya anticipates that investments in digital marketing strategies will be defined, more than ever, by ROAS and that 3 clear trends will be seen:
The combination of influencers and video gives rise to live video shopping sessions , which are in the plans of both major brands and major publishing media. 2024 will be a good year to assess whether this strategy, which we saw during Black Friday with the first edition of Black Shopping , should be framed within branding or whether it can also be effective in terms of generated sales.
Rise of influencer marketing, especially for the fashion, health and beauty and tourism sectors.
Email marketing will continue to be a thing of the past and B2B email marketing strategies will become increasingly popular.
Antonio Ramírez believes that the continued digitalisation of traditional media, such as television, radio and outdoor advertising, is generating the “democratisation” of the upper part of the conversion funnel, allowing advertisers with smaller budgets to access them. He also explains that “the digitalisation of media allows campaigns to be created more immediately, the message and creatives can be changed, budgets can be adjusted and adapted to any context quickly, increasing the reactivity of campaigns. In this scenario, digital agencies are exploring new ways of advertising on traditionally offline channels.”
Sergio Simarro predicts an increase in the use of cameroon number data videos in marketing as an essential tool throughout the entire customer journey and the need for more integrated strategies between channels. In this sense, Carlos Estévez assures that brands will bet on TikTok as a critical platform within their strategies, both at the level of communication and social networks as well as for performance campaigns.
Along the same lines, Alvaro Santiago predicts that there will be a boom in sales through social networks . “These types of channels will be almost obligatory for companies, since they have become a solid way of reaching their public (…) The improvements and advances of the platforms will allow us to go further in social media campaigns,” he says.
Toni Sallent also believes that communication actions between Google and Amazon will be coordinated: "the combination of SEO strategies and advertising on Google, together with the presence in the Amazon marketplace, will help companies generate more visibility and online sales," he says .
In this new landscape where changes are increasingly rapid and unforeseen, Analía Orts says that “ marketing strategies must be flexible and creative, moving beyond static plans and encouraging a dynamic and adaptive approach. Experimentation in the creation of digital products, together with the implementation of agile marketing tactics, will allow companies to quickly test new ideas, evaluate their effectiveness and adjust them in real time to maximize their impact and efficiency.”
The combination of influencers and video gives rise to live video shopping sessions , which are in the plans of both major brands and major publishing media. 2024 will be a good year to assess whether this strategy, which we saw during Black Friday with the first edition of Black Shopping , should be framed within branding or whether it can also be effective in terms of generated sales.
Rise of influencer marketing, especially for the fashion, health and beauty and tourism sectors.
Email marketing will continue to be a thing of the past and B2B email marketing strategies will become increasingly popular.
Antonio Ramírez believes that the continued digitalisation of traditional media, such as television, radio and outdoor advertising, is generating the “democratisation” of the upper part of the conversion funnel, allowing advertisers with smaller budgets to access them. He also explains that “the digitalisation of media allows campaigns to be created more immediately, the message and creatives can be changed, budgets can be adjusted and adapted to any context quickly, increasing the reactivity of campaigns. In this scenario, digital agencies are exploring new ways of advertising on traditionally offline channels.”
Sergio Simarro predicts an increase in the use of cameroon number data videos in marketing as an essential tool throughout the entire customer journey and the need for more integrated strategies between channels. In this sense, Carlos Estévez assures that brands will bet on TikTok as a critical platform within their strategies, both at the level of communication and social networks as well as for performance campaigns.
Along the same lines, Alvaro Santiago predicts that there will be a boom in sales through social networks . “These types of channels will be almost obligatory for companies, since they have become a solid way of reaching their public (…) The improvements and advances of the platforms will allow us to go further in social media campaigns,” he says.
Toni Sallent also believes that communication actions between Google and Amazon will be coordinated: "the combination of SEO strategies and advertising on Google, together with the presence in the Amazon marketplace, will help companies generate more visibility and online sales," he says .
In this new landscape where changes are increasingly rapid and unforeseen, Analía Orts says that “ marketing strategies must be flexible and creative, moving beyond static plans and encouraging a dynamic and adaptive approach. Experimentation in the creation of digital products, together with the implementation of agile marketing tactics, will allow companies to quickly test new ideas, evaluate their effectiveness and adjust them in real time to maximize their impact and efficiency.”