Online shopping dominates retail and has ceased to be a trend. It has become a tangible reality that a good part of e-commerce expenses are made through m-commerce apps. I closely follow the report every yearMobile App Trends, da Adjust,that reinforces this point. In 2023, there was a 43% increase in e-commerce app installations worldwide, and a 12% increase in Latin America. It also catches my attention that the Latin American region was the only one during the period to record an increase in the time spent on shopping apps, rising from 8.4 to 8.6 minutes.
This shows that the competitive m-commerce market is experiencing acceleration in Brazil, becoming an inexhaustible source of information to outline and improve the strategies of app marketing professionals.
Celebratory dates, such as Amazon Prime Day – held in July – bring even more valuable lessons, as these are times when the use of apps intensifies, revealing important information about consumer behavior in relation to brands and their consumption trends.
During Amazon Prime Day 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 – that is, the period during which the user interacts with the app – they increased by 25% and 7%, respectively. Brazil's data is particularly impressive when compared to global information.
Only by analyzing it can you see the enormous potential in the country's market, indicating that Brazilian consumers take advantage of major events to install new apps, comparing prices with those of other e-commerce apps. This example highlights the power of real-time data analysis to drive m-commerce success.
To gain 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 stay attentive to the most innovative developments in data intelligence and action planning. Good practices such as planning ahead for actions for a commemorative date and diversifying spending on advertising to ensure bothbrand awareness such as retention and, therefore, reaching your audience at different stages of the sales funnel, are some of the ways to refine your mobile strategy.
Preparation is vital for these moments. Therefore, it is also important to work with 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 makes app marketing a true predictive science. And more than that, they help teams adjust their strategies in real time, adapting to trends and often allowing for modifications to strategy details 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 mobile commerce experiences significant growth, marketing professionals should invest in meticulous preparation and the use of advanced measurement and automation tools. For me, this is the only way they will be able to adapt to the necessary changes to achieve their goals in the dynamic m-commerce landscape.
