The hope of marketing strategists is that 2021 may not be as bad as this year, but what do the forecasts indicate? To begin with, there is a hopeful figure: 41 percent of the companies assured that they will increase their advertising investment.
According to the study “Advertiser Expectations Media Ad Spend 2020-2021” by the Interactive Advertising Bureau (IAB) Mexico, the main digital advertising companies in the country reveal that compared to this fateful 2020 there will be a marked Egypt Email List recovery, although Despite having an encouraging outlook, 11 percent of the 46 companies surveyed will remain cautious by not making any adjustments to their ad spend. 20 percent still plan to reduce it.
And it is necessary to warn that it will be from the second quarter when everything begins to go better, when 46 percent of the firms incentive their advertising spending, since by July and September, 49 percent of the companies will increase their investments. During the third quarter of next year there would already be a clear recovery in investment, although 43 percent will reduce their advertising spending in this period.
To put what this means in perspective, you can compare the figures between April and June of this year, with only 20 percent of companies with the highest investment in marketing and next year, it would be 46 percent.
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Regarding marketing, it is clear that 47 percent will bet on audience segmentation, programmatic buying and the generation of messages that favor the value of the brand.
Meanwhile, from Talk walker they revealed that among the insights that marketing professionals should know before the beginning of 2021, according to data mobile lead obtained in surveys carried out on a database of more than 2,000 global brands, agencies and clients, there are four keys content: the concepts of community, non-contact, hygiene and compassion, which are set to set the tone for conversations in 2021.
And that social Gaming will be really important given the number of people who identify as games skyrocketing in recent months, going from 31.1 million in August 2019 to 41.2 million in July 2020, with a 32 percent rebound, especially as a result of the confinement.
Finally, from Mind share, the bankrupt young generations are identified as a key insight. Young people between 18 and 34 years of age were the most affected economically and those over 65 the least affected. Specifically in Mexico, the most affected are the 35- and 44-year-old labor force.