Braze, a leading global customer engagement platform, held its first "Grow With Braze" event in Brazil, bringing together leaders from brands such as Meta, iFood, Zé Delivery, Petlove, and DM to discuss trends, strategies, and the role of technology in relationship marketing. During the event, the company presented the new edition of its Global Customer Engagement Report, an annual study that maps the main challenges and opportunities for marketing professionals in 2025.
For the past five years, Braze has conducted its global Customer Engagement research to identify emerging marketing trends. The 2025 edition, conducted in partnership with Wakefield Research, surveyed 2,300 leaders in 18 countries. The report highlights three essential areas for strengthening the bond with consumers: adapting the message, building trust through transparency, and enhancing experiences with the use of artificial intelligence. In parallel, 85% of marketing executives express concern about the relevance of their communications.
In Latin America, the data reveals a promising scenario. Around 69% of marketing professionals in the region exceeded their revenue targets in the last 12 months, a performance aligned with more mature markets such as Europe and the United States. Messaging apps are also on the rise: 43% of leaders say they use or plan to use these channels in 2025, consolidating them as the favorites ahead of email and SMS in direct communication strategies with consumers.
Personalization with purpose is a competitive advantage.
Beyond automation, advanced personalization demands trust, transparency, and an emotional connection with the consumer. According to the report, 60% of brands that exceeded their revenue targets in 2024 were highly committed to creating emotional connections with their customers. In this scenario, the ability to understand the consumer individually ceases to be a differentiator and becomes a strategic requirement for brands that lead growth and relevance in the market.
Practical examples of personalization and engagement at scale were presented during Grow With Braze, with case studies from iFood, Petlove, Zé Delivery, Conta Azul, and DM, as well as insights from PMWeb and Dynamic Yield by Mastercard. The strategies demonstrated how the intelligent use of data, automation, and personalized content drives concrete results and accelerates the growth of the most innovative brands in the market.
Click here to see the full report.
