Top 4 Marketing Trends in Portugal in 2024

Valerie Charoux
Sep 19, 2024
1 min read

Portugal news – The Top 4 Marketing Trends in Portugal in 2024 are revealed in a new Marketing Barometer published by The Portuguese Association of Marketing Professionals (APPM).

Top 4 Marketing Trends in Portugal in 2024

1 - Artificial Intelligence

Artificial Intelligence is the main marketing trend in Portugal, mentioned by 94% of participants in the study, reflecting the accelerated adaptation to new technologies.

2 – Sustainability

Sustainability is a major priority for the future, with a large number of companies investing in ESG (Environmental, Social, and Governance) metrics in their strategies.

3 - Digital Marketing

The main Digital Marketing strategies currently used in Portugal are:

1 - Social Networks

2 - Content Marketing

3 - Traditional Advertising

4 - Collaborations between Companies, Agencies and Freelancers – these are becoming a common and highly effective practice

5 - SEO (Search Engine Optimization)

6 - E-mail Marketing

4 - Customer Experience Management

The main marketing challenges highlighted by Portuguese companies are:

1 - Customer Attraction, Acquisition and Retention

2 - Overcoming technological and creative challenges

These marketing challenges reflect the growing competitiveness of the Portuguese market and the need for constant innovation to capture attention and maintain customer loyalty.

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