M-commerce: market expressiveness demands expertise and predictive data analysis

Online shopping dominates retail and is no longer a trend. It has become a palpable reality that, of e-commerce spending, a good part is made by m-commerce applications.I follow closely every year the report Mobile App Trends, by Adjust in 2023, there was a growth of 43% in e-commerce app installations worldwide, 12% in Latin America. It is noteworthy that the Latin American region was the only one in the period that registered an increase in the time of use of shopping apps, from 8.4 to 8.6 minutes.

This shows that the competitive market of m-commerce is undergoing an acceleration in Brazil, becoming an inexhaustible source of information to outline and improve the strategies of application marketers.

Celebratory dates, such as Amazon Prime Day io held in July 2 BRING even more exquisite teachings, as they are times when the use of applications intensifies, revealing important information about consumer behavior with regard to brands and their consumer trends.

On Amazon Prime Day 2024, for example, the number of installations of marketplaces apps increased by 18% in Brazil and 7% globally, compared to the same period of the previous year. When it comes to sessions ie the period in which the user interacts with the app 25% and 7% grew respectively. The data from Brazil is particularly impressive if equated to global information.

It is only by doing their analysis that one can see how much there is enormous potential 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 boost the success of m-commerce.

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 marketers need to be mindful of the most innovative in terms of data intelligence and action planning brand awareness like retention and therefore reaching your audience at different stages of the sales funnel, these are some of the ways to refine the mobile strategy.

Preparation is vital for these moments. Therefore, it is also important to have mobile measurement partners (the MMPs) and use campaign automation tools that can extract data intelligence and assist in the analysis of metrics, such as: cost per installation, cost per ad, session duration, cost per user acquisition, among other detailed information. These data make application marketing a true predictive science. And, more than that, help teams adjust their strategies in real time, adapting to trends and often giving the possibility to modify details of minute strategies in the weeks or days preceding the event.

In summary, data analysis and trend tracking are key to success in this very competitive market. As there is a significant growth in mobile commerce, marketers must invest in meticulous preparation and use of advanced measurement and automation tools.For me, this is the only way they will be able to adapt to the changes necessary to achieve their goals in the dynamic m-commerce landscape.