Between challenges and opportunities

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In these first months of 2024, numerous studies have highlighted the new trends in Digital Marketing, offering an overview of the challenges that the sector is facing. However, these challenges also bring about numerous opportunities. In this new MMR, we analyze some of the most significant news to better understand how to orient marketing strategies in the coming months

New challenges for purchasing power: consumer strategies and emerging trends
A recent NIQ study paints a grim picture of the purchasing power of Italian families. 30% of respondents said that, although 2023 was already a complex year in terms of finances, 2024 is likely to be even more challenging . The economic difficulties are being felt especially by millennials with children. Stagnant wages and rising prices are fueling a climate of uncertainty and pushing consumers to review their purchasing habits.

New strategies are therefore emerging to better manage the chinese student data family budget: greater attention is paid to waste, with a special eye on offers and promotions.

Despite the difficulties, however, Italian consumers do not give up sustainability and well-being, especially in environmental terms. Indeed, these values ​​are confirmed as priorities in purchasing choices. The demand for products with recycled packaging (+20.2%), recyclable (+17%) and with social sustainability certification (+16.6%) is growing .

Among the challenges, therefore, opportunities emerge. Companies will have to work on two levels:

build engagement paths for the family target : in particular strategies that can introduce elements of savings, perhaps connected to promotional activities, contests and games, that keep the consumer engaged and facilitate their daily spending. In this case it will therefore be appropriate to work on brand awareness and retention objectives by connecting reward opportunities to sell-out and cross-selling activities.
involve single-person families differently , therefore singles rather than couples without children, who will therefore have a different attitude to consumption but will not for this reason not be inclined to relate differently to the brand, even through value-based actions.
Differentiating your strategy and getting to know people and how they can bring value to the company from a business perspective rather than a data enrichment perspective will certainly be an opportunity to seize in 2024.

New investment opportunities in the digital world
Even in the Digital Advertising landscape, challenges and opportunities dictated by new trends are emerging. We explore three that will characterize 2024 and the years to follow: