Brands we want to connect with

When I decided to talk about digital marketing and its trends for 2024, I thought about how much a brand can drive the market. More than that: an effective branding strategy moves habits, routines, ideas, and values. Brands are in constant motion to enable innovation and enhance their potential for competitiveness.?

When I think about branding, the dynamic environment in Latin America comes to mind: it has been a constantly evolving market in the digital field. In addition to the pillars that sustain consistent marketing work – planning, market vision, strategy, and agility – there is an aspect that I wish to explore a little further in this article: experimentation, which Latin America is known for.

The search for increasingly personalized products and services that meet individual customer needs has grown rapidly in recent years. Similarly, the communication directed towards our audience must meet their expectations and be within their consumer profile.

This goes beyond commercial parameters. We are talking about stimulating positive emotions in people and a sense of belonging, identification with that particular brand, and how it influences our way of life.

It is true that, for this, we rely on technological resources and data that guide us towards more assertive marketing strategies, however, - and I always like to talk about this topic in my texts – there is a much more empathetic, human, and interpersonal side that brings us closer to our customers in a more genuine way.

When brands move towards creating a relationship of loyalty with their customers, they naturally provide a positive, emotional experience that gains space in the daily lives of their audience.

An example of this trend is in sustainable marketing. Consumers are increasingly aware of the environmental and social impact of their consumption choices, seeking brands that demonstrate their commitment to sustainability through real practices in their operations and effectively communicating these efforts to these consumers.

Another relevant trend is omnichannel, increasingly present throughout Latin America. Being able to interact with brands through a variety of channels - including physical stores, websites, social networks, and mobile devices - reflects the care in service and awareness of inclusion, considering the different customer profiles.

Brands are in constant transformation, just like the society we live in. Brands that adapt, innovate, and break outdated paradigms. Brands that drive the history of consumption, commercial relationships, and their emotional impacts. Brands that survive and leave a legacy are to be followed as an example. Which brand moves you?

Maria Paula Murad, Founder and President of Studio DMLA