Sustainability will be one of the big issues of 2024 , and brands must be aware of it in order to include it in their agenda without falling into reprehensible attitudes such as greenwashing . Thus, according to Ignacio Rodés , "we will see a greater emphasis on marketing practices that support sustainability and social responsibility. The consumer is not only interested in purchasing a product or service, but also in knowing the values of the brand, especially with regard to environmental and social responsibility."
Less investment, more vision
Jorge Arias believes that “the economic situation and the maturity of the sector will cause the collapse of some projects that grew exponentially at the cost of a negative ROI and low interest rates. We cameroon number data are already seeing significant drops in investment and we will probably be facing a period of closures, acquisitions, mergers or, at the very least, major adjustments. Strategy, vision, teams and the solidity of the projects will become more important than ever, and in all likelihood, they will lead to the emergence of true market leaders in each sector or vertical.”
In this sense, José Carlos Cortizo believes that “the eCommerce ecosystem is consolidating in large players and marketplaces, but other types of businesses such as SaaS are also going through complex times due to reduced investments and changes in trends. Marketing needs to be more growth-oriented than ever , evolving from a perspective focused solely on acquisition to a more realistic model aligned with the business where the entire funnel is worked on and where the channel mix is increasingly relevant. Bet on experimentation, more organic channels, more creative strategies and return to the roots of marketing.”