Online purchases dominate retail and have ceased to be a trend. It has become a palpable reality that a good portion of e-commerce spending is done through m-commerce apps. I closely follow every year the Mobile App Trends report from Adjust that reinforces this point. In 2023, there was a 43% growth in e-commerce app installations worldwide, 12% in Latin America. I also noticed that the Latin American region was the only one in the period that registered an increase in the use time of shopping apps, going from 8.4 to 8.6 minutes.
This shows that the competitive m-commerce market is experiencing acceleration in Brazil, becoming an endless source of information to delineate and enhance the strategies of app marketing professionals.
Commemorative dates, like Amazon Prime Day – held in July – bring even more valuable teachings since they are times when app usage intensifies, revealing important information about consumer behavior regarding brands and their consumption trends.
On the Amazon Prime Day of 2024, for example, the number of marketplace app installations increased by 18% in Brazil and 7% globally compared to the same period the previous year. When it comes to sessions – the period in which the user interacts with the app – they grew by 25% and 7%, respectively. The data from Brazil is particularly impressive when compared to global information.
It is only by analyzing it that one realizes how much enormous potential there is in the country’s market, indicating that Brazilian consumers take advantage of large events to install new applications, comparing prices with those of other e-commerce apps. This example highlights the power of real-time data analysis to drive the success of m-commerce.
To draw insights like these from a shopping season and be prepared for new major events, such as Black Friday, Cyber Monday, Children’s Day, and Christmas, app marketing professionals need to be aware of the latest innovations in terms of data intelligence and action planning. Best practices such as planning actions in advance for a celebratory date and diversifying advertising spending to ensure both brand awareness and retention, and therefore, reach your audience at different stages of the sales funnel, are some ways to refine the mobile strategy.
Preparation is vital for these moments. Therefore, it is also important to have mobile measurement partners (MMPs) and use campaign automation tools that can extract data intelligence and assist in analyzing metrics, such as: cost per install, cost per ad, session duration, cost per user acquisition, among other detailed information. This data turns app marketing into a true predictive science. And, more than that, it helps teams adjust their strategies in real time, adapting to trends and often giving the possibility to modify details of the strategies minute by minute in the weeks or days leading up to the event.
In summary, data analysis and trend monitoring are essential for success in this highly competitive market. As there is a significant growth in mobile commerce, marketing professionals should invest in meticulous preparation and the use of advanced measurement and automation tools. In my opinion, this is the only way they will be able to adapt to the necessary changes to achieve their goals in the dynamic m-commerce scenario.
