Com a aproxima\u00e7\u00e3o do final do ano, o mercado se aquece, e come\u00e7am os estudos, previs\u00f5es e mapeamentos de tend\u00eancias para o pr\u00f3ximo ou pr\u00f3ximos anos. Compilamos aqui alguns dos materiais j\u00e1 publicados que podem fornecer insumos e provocar reflex\u00f5es para o seu planejamento.<\/p>\n\n\n\n
Confira as tend\u00eancias para 2024:<\/h2>\n\n\n\n<\/div>\n\n\n\nRelat\u00f3rio anual Life Trends<\/h2>\n\n\n\n
O j\u00e1 esperado relat\u00f3rio anual Life Trends<\/a>, publicado pela Accenture, mapeou 5 tend\u00eancias relevantes. Entre elas, destacamos tr\u00eas abaixo no idioma original, mas o download completo do relat\u00f3rio pode ser feito aqui<\/a>. <\/p>\n\n\n\nO relat\u00f3rio prev\u00ea uma d\u00e9cada de transforma\u00e7\u00f5es desencadeadas por IA generativa, mudan\u00e7as nos valores do consumidor e inova\u00e7\u00e3o acelerada, fornecendo insights valiosos para orientar o seu planejamento estrat\u00e9gico e mant\u00ea-lo atualizado com as tend\u00eancias e inova\u00e7\u00f5es que moldar\u00e3o o futuro no seu campo de atua\u00e7\u00e3o.<\/p>\n\n\n\n
- Where’s the love?<\/em><\/strong><\/li><\/ul>\n\n\n\n
Necessary cuts across enterprises have shunted customer obsession down the priority list\u2014and customers are noticing.<\/em><\/p>\n\n\n\n- The great interface shift<\/em><\/strong><\/li><\/ul>\n\n\n\n
Generative AI is upgrading people\u2019s experience of the internet from transactional to personal, enabling them to feel more digitally understood and relevant than ever.<\/em><\/p>\n\n\n\n- Meh-diocrity<\/em><\/strong><\/li><\/ul>\n\n\n\n
Creativity was once about the audience, but has become dependent on playing the tech system. Is this what creative stagnation feels like?<\/em><\/p>\n\n\n\nBiggest Business Trends For 2024 by Forbes <\/h2>\n\n\n\n
A Forbes americana publicou, em setembro, o artigo “The 10 Biggest Business Trends For 2024 Everyone Must Be Ready For Now.”<\/a> Nele, Bernard Marr, autor, palestrante e consultor estrat\u00e9gico, fala sobre Intelig\u00eancia Artificial Generativa, Sustentabilidade e Diversidade e Inclus\u00e3o, al\u00e9m de outros temas, como personaliza\u00e7\u00e3o em escala e economia de dados. O conte\u00fado tamb\u00e9m est\u00e1 dispon\u00edvel no formato de v\u00eddeo<\/a>.<\/p>\n\n\n\n![\"\"](\"https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2023\/11\/image.png\")
<\/a><\/figure>\n\n\n\nGlobal Consumer Trends by Mintel<\/h2>\n\n\n\n
A Mintel, empresa especializada em Intelig\u00eancia de Mercado, publicou o Global Consumer Trends, que pode ser baixado gratuitamente atrav\u00e9s deste link<\/a>. De acordo com esse relat\u00f3rio, as tend\u00eancias para 2024+ abordam principalmente a humanidade e perspectivas positivas. Destacamos tr\u00eas delas no idioma original:<\/p>\n\n\n\n- Being Human:<\/strong><\/li><\/ul>\n\n\n\n
In a world increasingly dominated by algorithms, we will need human skills and emotion to make the most of this technological revolution.<\/em><\/p>\n\n\n\n- New Green Reality:<\/strong><\/li><\/ul>\n\n\n\n
Incorporating sustainability into the day-to-day is not enough; consumers and brands will be faced with the reality that survival within a new climate context has to be the priority.<\/p>\n\n\n\n
- Positive Perspectives: <\/strong><\/li><\/ul>\n\n\n\n
Brands and consumers will work together in new ways to deal with uncertainty.<\/p>\n\n\n\n
Marketing Trends That Will Rule in 2024<\/h2>\n\n\n\n
A ANA, Association of National Advertisers, que tem entre seus associados empresas como Google, Pinterest e Meta, divulgou em julho as “7 Previs\u00f5es de Marketing e Publicidade para 2024”<\/a>. A “Ascens\u00e3o do Marketing Impulsionado por Intelig\u00eancia Artificial” \u00e9 a primeira delas. <\/p>\n\n\n\nCom foco em performance e otimiza\u00e7\u00e3o do funil de vendas, a Gartner publicou, este m\u00eas, as “5 Tend\u00eancias de ABM (Account-Based Marketing) para Ficar de Olho em 2024 e al\u00e9m”. O conte\u00fado completo pode ser acessado aqui<\/a>.<\/p>\n\n\n\n Tend\u00eancias para 2024 por Oliver McAteer<\/h2>\n\n\n\n
Por fim, e de forma mais despretensiosa, Oliver McAteer, da ag\u00eancia Mischief, publicou em seu LinkedIn<\/a> o que ele considera as tr\u00eas tend\u00eancias do marketing para 2024. Destacamos tr\u00eas delas no idioma original:<\/p>\n\n\n\n- Creativity\u2019s value will continue to rise <\/strong><\/li><\/ol>\n\n\n\n
Marketers will place more and more smart bets on creativity solving their business problems as good agencies continue to prove its effectiveness. Creativity is the only thing in our industry that cannot be commoditised. That\u2019s because people cannot (or, at least, should not) be commoditised. Agencies and networks which treat their people as a commodity will lose (and deserve to).<\/p>\n\n\n\n
- A move away from mass consolidation: <\/strong><\/li><\/ol>\n\n\n\n
Has adland finally reached peak agencies-folded-into-agencies? There is immense value in an agency brand. These brands are diluted or obliterated with consolidation. Agencies with the clearest propositions will continue to be the biggest draw for the right marketers.<\/p>\n\n\n\n
- This AI\/new tech stuff isn\u2019t going away<\/strong><\/li><\/ol>\n\n\n\n
Agencies will view them as a weapon in the comms armory to find effiencies for their clients. As tech relates to creativity\u2014smart agencies will view it as a vehicle for the idea, versus the idea itself.<\/p>\n\n\n\n
Tend\u00eancias no mercado brasileiro<\/h2>\n\n\n\n
Caso tenha sentido a falta de um conte\u00fado voltado para o mercado brasileiro, vale a pena ler dois estudos feitos por empresas de pesquisa brasileiras:<\/p>\n\n\n\n
- Futuro Tensionado, da No One<\/strong><\/li><\/ul>\n\n\n\n
Trata-se da reedi\u00e7\u00e3o de um estudo publicado em 2020 que mapeou as mudan\u00e7as de comportamento causadas pela pandemia. Na vers\u00e3o de 2023<\/a>, a equipe da consultoria estrat\u00e9gica aborda temas que est\u00e3o moldando o futuro, como web3, intelig\u00eancia artificial, privacidade, pol\u00edtica e ci\u00eancia.<\/p>\n\n\n\n- Brasil Corre, da Consumoteca<\/strong><\/li><\/ul>\n\n\n\n
Relat\u00f3rio anual Life Trends<\/h2>\n\n\n\n
O j\u00e1 esperado relat\u00f3rio anual Life Trends<\/a>, publicado pela Accenture, mapeou 5 tend\u00eancias relevantes. Entre elas, destacamos tr\u00eas abaixo no idioma original, mas o download completo do relat\u00f3rio pode ser feito aqui<\/a>. <\/p>\n\n\n\n O relat\u00f3rio prev\u00ea uma d\u00e9cada de transforma\u00e7\u00f5es desencadeadas por IA generativa, mudan\u00e7as nos valores do consumidor e inova\u00e7\u00e3o acelerada, fornecendo insights valiosos para orientar o seu planejamento estrat\u00e9gico e mant\u00ea-lo atualizado com as tend\u00eancias e inova\u00e7\u00f5es que moldar\u00e3o o futuro no seu campo de atua\u00e7\u00e3o.<\/p>\n\n\n\n Necessary cuts across enterprises have shunted customer obsession down the priority list\u2014and customers are noticing.<\/em><\/p>\n\n\n\n Generative AI is upgrading people\u2019s experience of the internet from transactional to personal, enabling them to feel more digitally understood and relevant than ever.<\/em><\/p>\n\n\n\n Creativity was once about the audience, but has become dependent on playing the tech system. Is this what creative stagnation feels like?<\/em><\/p>\n\n\n\n A Forbes americana publicou, em setembro, o artigo “The 10 Biggest Business Trends For 2024 Everyone Must Be Ready For Now.”<\/a> Nele, Bernard Marr, autor, palestrante e consultor estrat\u00e9gico, fala sobre Intelig\u00eancia Artificial Generativa, Sustentabilidade e Diversidade e Inclus\u00e3o, al\u00e9m de outros temas, como personaliza\u00e7\u00e3o em escala e economia de dados. O conte\u00fado tamb\u00e9m est\u00e1 dispon\u00edvel no formato de v\u00eddeo<\/a>.<\/p>\n\n\n\n A Mintel, empresa especializada em Intelig\u00eancia de Mercado, publicou o Global Consumer Trends, que pode ser baixado gratuitamente atrav\u00e9s deste link<\/a>. De acordo com esse relat\u00f3rio, as tend\u00eancias para 2024+ abordam principalmente a humanidade e perspectivas positivas. Destacamos tr\u00eas delas no idioma original:<\/p>\n\n\n\n In a world increasingly dominated by algorithms, we will need human skills and emotion to make the most of this technological revolution.<\/em><\/p>\n\n\n\n Incorporating sustainability into the day-to-day is not enough; consumers and brands will be faced with the reality that survival within a new climate context has to be the priority.<\/p>\n\n\n\n Brands and consumers will work together in new ways to deal with uncertainty.<\/p>\n\n\n\n A ANA, Association of National Advertisers, que tem entre seus associados empresas como Google, Pinterest e Meta, divulgou em julho as “7 Previs\u00f5es de Marketing e Publicidade para 2024”<\/a>. A “Ascens\u00e3o do Marketing Impulsionado por Intelig\u00eancia Artificial” \u00e9 a primeira delas. <\/p>\n\n\n\n Com foco em performance e otimiza\u00e7\u00e3o do funil de vendas, a Gartner publicou, este m\u00eas, as “5 Tend\u00eancias de ABM (Account-Based Marketing) para Ficar de Olho em 2024 e al\u00e9m”. O conte\u00fado completo pode ser acessado aqui<\/a>.<\/p>\n\n\n\n Por fim, e de forma mais despretensiosa, Oliver McAteer, da ag\u00eancia Mischief, publicou em seu LinkedIn<\/a> o que ele considera as tr\u00eas tend\u00eancias do marketing para 2024. Destacamos tr\u00eas delas no idioma original:<\/p>\n\n\n\n Marketers will place more and more smart bets on creativity solving their business problems as good agencies continue to prove its effectiveness. Creativity is the only thing in our industry that cannot be commoditised. That\u2019s because people cannot (or, at least, should not) be commoditised. Agencies and networks which treat their people as a commodity will lose (and deserve to).<\/p>\n\n\n\n Has adland finally reached peak agencies-folded-into-agencies? There is immense value in an agency brand. These brands are diluted or obliterated with consolidation. Agencies with the clearest propositions will continue to be the biggest draw for the right marketers.<\/p>\n\n\n\n Agencies will view them as a weapon in the comms armory to find effiencies for their clients. As tech relates to creativity\u2014smart agencies will view it as a vehicle for the idea, versus the idea itself.<\/p>\n\n\n\n Caso tenha sentido a falta de um conte\u00fado voltado para o mercado brasileiro, vale a pena ler dois estudos feitos por empresas de pesquisa brasileiras:<\/p>\n\n\n\n Trata-se da reedi\u00e7\u00e3o de um estudo publicado em 2020 que mapeou as mudan\u00e7as de comportamento causadas pela pandemia. Na vers\u00e3o de 2023<\/a>, a equipe da consultoria estrat\u00e9gica aborda temas que est\u00e3o moldando o futuro, como web3, intelig\u00eancia artificial, privacidade, pol\u00edtica e ci\u00eancia.<\/p>\n\n\n\nBiggest Business Trends For 2024 by Forbes <\/h2>\n\n\n\n
<\/a><\/figure>\n\n\n\nGlobal Consumer Trends by Mintel<\/h2>\n\n\n\n
Marketing Trends That Will Rule in 2024<\/h2>\n\n\n\n
Tend\u00eancias para 2024 por Oliver McAteer<\/h2>\n\n\n\n
Tend\u00eancias no mercado brasileiro<\/h2>\n\n\n\n