Consolidating himself as one of the big executives of digital marketing, the Brazilian Tiago Ribeiro, known as Tito, is an expert in strategic content, social media, and digital transformation. He has a large experience in leading teams in several parts of the world. Now in Brazil, Tito intends to put into practice everything he learned during his almost 20 years of career.
Tito followed by close the evolution process of the communication industry and many different markets. He was an important figure for the development of new talents and contributed to the digital transformation of several companies in Latin America and Europe. Due to the covid-19 pandemic, his contract was cut short, and he ended up having time to dedicate to the RENAISSANCE PROJECT, a personal project that provides free consultancy to small companies to help them with the digital transformation process.
Below are five very important topics that should guide the strategies of big companies in several parts of the world: Companies are in a tight spot: immediate transformation is the only way to avoid the collapse. The climate changes should be the focus of the communication and marketing industry in 2024. We urgently need to develop new economic models. Today, many companies are already in this way, but most of the initiatives are still very shy. Unfortunately, few companies have made great investments and changes regarding a sustainable transformation and an ESG agenda.
The Goldman Sachs Research supports a relatively optimistic perspective, affirming that the main economies can probably avoid a recession in 2024, but other companies affirm that 2024 has to be the year for this change to enter the consumption journey, building a new culture that merges digital and sustainable transformation. Digital marketing features as the main ally for this new world to start taking shape.
In 2015, Tito started his international career. During his period abroad, he followed the digital transformation process of several companies from various segments. Before returning to Brazil, he worked as an innovation director at Biederman McCann. He also worked as digital director of WPP Group companies, including Y&R, as well as a teacher at a Miami school. He currently works at ALMAPBBDO.
While in Europe, he worked for the Hispanic and global markets by developing projects in Istanbul, Lisbon, Madrid, Amsterdam, London, and other cities. Then he returned to Latin America, first to Montevideo, Uruguay, working on projects for all of Latin America and the Caribbean, then in Mexico City. Finally, he worked in Asunción, Paraguay. His portfolio includes projects created for brands like McDonald’s, Carrefour, Coca-Cola, AB INBEV (ANHEUSER-BUSCH INBEV), and Diesel.
Below are five very important topics that should guide the strategies of big companies in several parts of the world:
1. Sustainable Changes in Brand Building
In the journey to create a sustainable and new future features the implementation of content digital solutions for its possibility of spreading information and building new habits for customers and companies. In a scenario in which the global capital seeks sustainable companies, giants like Adidas and Nike innovate with models that are made of recycled plastic, while Stella McCartney and Hermès adopt mushroom leather. The fusion between technology and digital communication features itself to approach ESG practices in a way that makes them more and more popular. However, there’s the threat of greenwashing, with some companies participating in the talk without actual effective practices.
There is also the social washing, and in the current society, creating opportunities for green marketing without considering all the production line can backfire and cause a big crisis in social media.
The European Commission estimates that by 2030 18 million new green jobs will be created in the whole world. And we are headed this way: in many countries, the green economy already employs more than half a million people, 2.5% of total jobs.
2. Generative AI for Content Curation
This year will without a doubt feature AI. Including artificial intelligence as part of the daily life of any marketing and communication company. According to IBM’s study ‘Generating ROI with IA’, some companies were surprised with the technology evolution, forgetting to harmonize projects with their strategy. In 2024, this might change.
The ‘surprising factor’ was left behind in 2023. Now, racing against time requires that companies speed up their implementations beyond tests and pilots’ phases. As IBM’s study showed, the mean return on investments (ROI) in AI initiatives is only 5.9%, but the study also showed that bold bets on technology result in growing profits as organizations find where and how to implement AI.
In 2024 scars of the pandemic will accelerate the use of generative AI in a way that was never seen before. From the digital content perspective, it will be necessary to create new working methodologies to make AI the main source of creative insights related to the social and BI departments.
3. Economic Uncertainties and Creative Solutions
Despite economic changes becoming more and more unpredictable, that is exactly why big companies should develop their marketing strategies thinking on the long term.
Two wars, elections in 70 countries, turbulence in the Middle East, and a small economic slowdown in Asia will force companies to stop thinking about a short-term business plan. In turn, brands with smaller investments will have to precisely balance the resources that’ll assure their survival during the short term with those that’ll make possible their existence in the future.
Creativity plays an essential role in this process, providing differentiation, resilience, and the capacity to connect with consumers innovatively. In 2024, the marketing industry will be forced to leave its comfort zone and seek non-traditional solutions. This year, the courage of the big executives in betting on disruptive ideas will be crucial. This, in a more and more plural world, will be able to strengthen their brand presence, or it’ll become just one more management crisis project in the digital environment with negative comments. Briefly, the order word for CMOs will be: COURAGE.
4. UGC (User-Generated Content) Will be the Focus of Creators Economy
The pandemic resulted in a big growth in the creators’ economy, which has already become one of the fundamental pieces of any marketing campaign or action. Global studies point out that in 2024 the impact of influencers’ marketing is stronger than ever and move US$250 billion this year. According to a study by the investment bank Goldman Sachs, the global market of the Creators Economy should double in the next few years, going beyond the current US$250 billion to US$480 by 2027.
If, in the last years, the DNVB dominated the market, bringing great investments and building big empires, everything indicates that 2024 will be the year of UGC.
The greatest challenge for this market still is to find specialized professionals who know how to build storytelling that amplifies itself beyond influencers’ social media and converts itself into culture.
5. Ephemeral Content Strategies
After a great explosion of the use of video content by brands and the growing investment in big productions for digital media, now it is time for the ‘short-lived’, which consolidates itself as a big trend for 2024. It is an excellent way to increase engagement, but it is necessary to be consolidated and within a big strategy.
As most marketing professionals of social media know very well, 86% of consumers say that authenticity is an important factor in deciding which brands they like and support. That is why is fundamental to remain personal, informal, or raw with content.
Like strategies in the social space, content is constantly evolving. Among the evolutions at the centre of the ephemeral content’s success is its appeal to what is inherently human. This form of content explores users’ fear of losing (or what we, marketing professionals, call ‘fear of missing out’ – FOMO).
6. Inclusive Communication
In the digital era, the importance of inclusion in communication and entertainment grows exponentially. To approach diversity, it is crucial to consider the structures that truly include. According to the Demographic Census of Brazilian Agencies, carried out by the group Gestão Kairós in partnership with other entities, only 15% of women occupy leadership positions in agencies. The LGBTQIAP+ community participation in agencies’ leadership is even smaller, only 8%, the same as black people’s.
This number does not only reflect Brazil’s reality but also the one of many developing countries, along with the creation of a very pasteurised communication, which does not reflect reality.
Cultivating inclusive working environments, promoting representativity in all hierarchy levels, and ensuring that narratives resonate with true diversity are crucial steps toward an authentically inclusive communication. We need to form and strengthen new leadership within our industry, and this is a constant challenge.