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Quais s\u00e3o as tend\u00eancias de marketing e consumo<\/strong> que marcar\u00e3o este 2023<\/strong>? Neste documento analisamos duas dimens\u00f5es diferentes: na dimens\u00e3o<\/span> ex\u00f3gena,<\/b> encontramos tend\u00eancias que derivam de mudan\u00e7as nos h\u00e1bitos de consumo, e na dimens\u00e3o <\/span>end\u00f3gena,<\/b> outras que derivam da transforma\u00e7\u00e3o tecnol\u00f3gica das ferramentas e processos de trabalho dos Chief Marketing Officers. Mas, independentemente de serem fatores ex\u00f3genos ou end\u00f3genos, todos eles compartilham o impacto que a tecnologia (especialmente a Intelig\u00eancia Artificial) tem como motor.<\/span><\/p>\n Em tempos de grande incerteza e perspectivas macroecon\u00f4micas adversas, as empresas tendem a reduzir seus investimentos em marketing e comunica\u00e7\u00e3o (embora os dados mostrem que quem persevera em seu compromisso com o mercado tem mais chances de alcan\u00e7ar o sucesso, medido em termos de crescimento). Paralelamente, vivemos uma explos\u00e3o no consumo de intelig\u00eancia artificial onde a irrup\u00e7\u00e3o de modelos generativos e especialmente ChatGPT, que foi a tecnologia que demorou menos tempo para atingir a cifra de 1 milh\u00e3o de usu\u00e1rios em 5 dias, superando os 2,5 meses que custou ao Instagram.\u00a0 \u00c9 por isso que, neste contexto, parece especialmente fundamental analisar como a mistura entre o desenvolvimento exponencial destas tecnologias e a sua populariza\u00e7\u00e3o com as tens\u00f5es inerentes \u00e0 rela\u00e7\u00e3o entre consumidores e marcas determinam a que prestar aten\u00e7\u00e3o para continuar agregando valor, tanto para as empresas quanto para os consumidores.\u00a0<\/span><\/p>\n Esse contexto se traduz, por um lado, em tend\u00eancias que refletem avan\u00e7os tecnol\u00f3gicos, medi\u00e7\u00f5es e dados com tend\u00eancias como IA generativa, orquestra\u00e7\u00e3o CX (zero party data, personaliza\u00e7\u00e3o e aplica\u00e7\u00e3o a jornadas), modelos de atribui\u00e7\u00e3o ou an\u00e1lise de dados em todas as inst\u00e2ncias da estrat\u00e9gia. Por outro lado, existem aquelas tend\u00eancias mais ligadas a mudan\u00e7as nos h\u00e1bitos de consumo, relacionadas ao controle de gastos ou ao consumo de conte\u00fado monetizado. Ao mesmo tempo, quer\u00edamos explorar algumas das palavras-chave, como metaverso, super apps, economia comportamental ou com\u00e9rcio descentralizado, com o objetivo de entender onde estamos e como eles podem impactar nossa empresa, nossos clientes e nosso trabalho di\u00e1rio.\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n Para preparar este trabalho, partimos de 23 tend\u00eancias, sobre as quais uma equipe multidisciplinar de 10 especialistas seniores nas \u00e1reas de Consumer Engagement e Deep Digital Business da LLYC selecionou as 10 mais relevantes com base em 4 crit\u00e9rios. Estes foram: impacto no neg\u00f3cio, impacto no papel do CMO, sua capacidade de diferencia\u00e7\u00e3o e seu grau de novidade como tend\u00eancia.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" [et_pb_section bb_built=”1″ inner_width=”auto” inner_max_width=”none”][et_pb_row][et_pb_column type=”4_4″ custom_padding__hover=”|||” custom_padding=”|||”][et_pb_text _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ […]<\/p>\n","protected":false},"author":4,"featured_media":63512,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[87],"class_list":["post-60946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"\n