Global digital marketing investment is expected to grow by 14.7% in 2022

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Year after year, new trends are emerging in the digital marketing sector, with technological innovations being presented as a solution to the new “pains” brought by companies. This means that investment in the field continues to grow exponentially, season to season: The CMO Survey forecasts that in 2021 there will be an average of 14.7% growth in digital marketing financial investments worldwide in 2021, and only 5%. “Offline” marketing.

According to the same study, in order to apply this budget, companies focus on four main resources: website optimization (77.4%), paid media and SEO (69%), data analysis and AI (65.7%), digital platforms and more. some technologies. (61.6%). This outlook is reflected in the fact that Web 3.0 (or Web3) is gaining momentum in this segment.

According to experts, Web 3.0 has gradually replaced the second generation of the Internet, which began at the beginning of the millennium and characterized the use of social networks, giving users greater control over the data generated on the network, eliminating the use of complexes. operating systems and storing information in decentralized clouds. One of the pillars of the new system is the use of blockchain technology, which acts as part of a network-generated code that carries connected information and allows you to track and send and receive certain types of information over the Internet.

A Web 3.0 tool that is gradually consolidating in the digital marketplace is a metaverse, and according to a recent estimate by the Goldman Sachs financial group, it could already move around $ 8 trillion (about R $ 40 trillion) a year. – The most optimistic forecast is for a potential value of $ 12 trillion (something around $ 60 trillion).

For Eric Sheridan, a company analyst, “[A economia digital] it should continue to grow, and beyond that, we see in this digital economy and the economy (metaberse) that will grow with it. ”Web 3.0”.

New tools tend to gain strength

The exploration of Web 3.0 tools is also gaining ground in digital marketing. Diego Ortiz, CEO of Verse, for the company that develops digital marketing strategies in this area, this link is inherent and should dominate the market in the coming years. “What we are seeing today is an almost imperceptible transition between Web 2.0 and Web 3.0, where we already see social media and websites being used to create ‘buzz’, engagement and communities around digital space projects and news.”

For the executive, digital marketing, which is characterized by “communicating value propositions to the right people at the right time, with the right message, and in the right channels,” creating engagement and conversions, is gaining momentum with Web 3.0 tools. . and paid games.

“With this new perspective, it is possible to create landing pages to launch new projects and capture traffic and information, as well as develop social media channels like Discord and Twitter to create and nurture communities for projects,” says Ortiz. The executive’s statements are in line with a study by eMarketer, which states that by 2022, 83% of CEOs want to increase their investment in digital.

According to the CEO of Verse, the metaverse can be configured as one of the most promising tools for use in the context of Web 3.0. “Developing strategies for launching a product or brand and interacting with the communities established on this platform are opportunities that we still cannot measure the impact of their use,” he noted. “It’s all about consistency and interactivity,” he said.

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