Japan’s largest advertising agency Dentsu has published the results of a two-year study that shows how businesses approach marketing. In this article, we discuss which channels for promotion experts consider promising, how they plan to use artificial intelligence, and what challenges they see for themselves.
To conduct this study, Dentsu marketers surveyed 600 companies and 1,600 consumers from the United States and Canada. The questions covered a wide range of topics, such as how a business’s involvement in environmental conservation and publicity influences consumer behavior.
One of the most important topics of the study is how companies’ interest in different promotion platforms has changed. To find out, Japanese marketers collected information on planned marketing expenses in 2024. The results were compared with the previous similar report.
What kind of advertising will companies invest more in?
Social Commerce
S-commerce, or social commerce, is a type of e-commerce, the mechanics of selling goods using the functionality of social networks. The most famous social denmark phone number list networks have their own marketplaces. They are designed in such a way that with their help, a business can increase its reach and recognition. Everything is much more complicated with traffic. Somewhere it is impossible to insert a link into a post, for example, in TikTok. In other social networks, posts with links may receive less coverage compared to posts without links.
Companies are forced to transfer some of the functionality
Their online stores to social networks. For example, a user adam seede director, contact centers / customer support can view a photo and description of a product on a social network platform, make a purchase decision, and go to the store to place an order. Thus, social networks take on the function of a storefront, and businesses have to pay for it.
Interest in traditional media remains stable, and they have philippines numbers a fairly high rating. New content formats cannot yet completely displace mass media. More than a quarter of respondents still allocate advertising budgets to them.
Comparison with last year: investment growth +1%. In the last survey, 27% of respondents answered that they allocated a budget for specialized media, local newspapers and other media. This year, 28% of respondents reported this.