Online shopping dominates retail and is no longer a trend. It has become a tangible reality that, two expenses with e-commerce, a good part is made by m-commerce apps. I closely follow the report every yearMobile App Trends, from Adjustthat reinforces this point. In 2023, there was a 43% increase in e-commerce app installations worldwide, 12% in Latin America. It catches my attention, inclusive, that the Latin American region was the only one during the period that recorded an increase in the time spent using shopping apps, passing 8,4 for 8,6 minutes
This shows that the competitive m-commerce market is experiencing an acceleration in Brazil, becoming an inexhaustible source of information to outline and enhance the strategies of app marketing professionals
Commemorative dates, like Amazon Prime Day – held in July – bring even more exquisite teachings, because these are times when the use of apps intensifies, revealing important information about consumer behavior regarding brands and their consumption trends
On 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 of the previous year. When the subject is the sessions – that is, the period in which the user interacts with the app – grew by 25% and 7%, respectively. Brazil's data is particularly impressive when compared to global information
It is only by doing your analysis that one notices how much enormous potential exists in the country's market, indicating that Brazilian consumers take advantage of large-scale 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 gain insights like these from a shopping season and be prepared for new major events, like Black Friday, Cyber Monday, Children's Day and Christmas, app marketing professionals need to pay attention to the most innovative aspects of 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 as retention and, therefore, reach your audience at different stages of the sales funnel, these are some ways to refine the mobile strategy
Preparation is vital for these moments. That's why, it is also important to have mobile measurement partners (MMPs) and to use campaign automation tools that can extract data intelligence and assist in metric analysis, like: cost per installation, cost per ad, session duration, cost per user acquisition, among other detailed information. These data make app marketing a true predictive science. AND, more than that, help teams adjust their strategies in real time, adapting to trends and, many times, 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. 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
