{"id":8622,"date":"2024-10-14T20:45:19","date_gmt":"2024-10-14T20:45:19","guid":{"rendered":"https:\/\/www.intergate.net.br\/blog\/?p=8622"},"modified":"2025-10-14T17:33:09","modified_gmt":"2025-10-14T20:33:09","slug":"aumento-do-m-commerce-no-mercado","status":"publish","type":"post","link":"https:\/\/www.intergate.net.br\/blog\/aumento-do-m-commerce-no-mercado\/","title":{"rendered":"Aumento do M-commerce no mercado"},"content":{"rendered":"\n

As compras online dominam o varejo e j\u00e1 deixaram de ser uma tend\u00eancia. Tornou-se uma realidade palp\u00e1vel o fato de que, dos gastos com e-commerce,<\/a> uma boa parte \u00e9 feita por aplicativos de m-commerce. <\/p>\n\n\n\n\n\n\n\n

Acompanho de perto todos os anos o relat\u00f3rio Mobile App Trends, da Adjust, que refor\u00e7a esse ponto. Em 2023, houve um crescimento de 43% em instala\u00e7\u00f5es de apps de e-commerce no mundo, 12% na Am\u00e9rica Latina. <\/p>\n\n\n\n

Me chama a aten\u00e7\u00e3o, inclusive, que a regi\u00e3o latino-americana foi a \u00fanica no per\u00edodo que registrou um acr\u00e9scimo no tempo de uso dos apps de compras, passando de 8,4 para 8,6 minutos.<\/p>\n\n\n\n

Isso mostra que o mercado competitivo do m-commerce est\u00e1 passando por uma acelera\u00e7\u00e3o no Brasil, tornando-se uma fonte inesgot\u00e1vel de informa\u00e7\u00f5es para delinear e aprimorar as estrat\u00e9gias dos profissionais de marketing de aplicativos.<\/p>\n\n\n\n

Datas comemorativas, como o Amazon Prime Day \u2013 realizado em julho \u2013 trazem ainda mais ensinamentos primorosos, pois s\u00e3o \u00e9pocas em que o uso dos aplicativos se intensifica, revelando informa\u00e7\u00f5es importantes sobre o comportamento dos consumidores com rela\u00e7\u00e3o \u00e0s marcas e suas tend\u00eancias de consumo.<\/p>\n\n\n\n

No Amazon Prime Day de 2024, por exemplo, o n\u00famero de instala\u00e7\u00f5es de apps de marketplaces aumentou 18% no Brasil e 7% globalmente, se comparado ao mesmo per\u00edodo do ano anterior. <\/p>\n\n\n\n

J\u00e1 quando o assunto s\u00e3o as sess\u00f5es \u2013 ou seja, o per\u00edodo em que o usu\u00e1rio interage com o app \u2013 cresceram 25% e 7%, respectivamente. Os dados do Brasil s\u00e3o particularmente impressionantes se equiparados \u00e0s informa\u00e7\u00f5es globais.<\/p>\n\n\n\n

\u00c9 somente fazendo sua an\u00e1lise que se nota o quanto existe um potencial enorme no mercado do pa\u00eds, indicando que os consumidores brasileiros aproveitam eventos de grande porte, para instalarem novos aplicativos, comparando pre\u00e7os com os de outros apps de com\u00e9rcio eletr\u00f4nico. <\/p>\n\n\n\n

Este exemplo evidencia o poder da an\u00e1lise de dados em tempo real para impulsionar o sucesso do m-commerce.<\/p>\n\n\n\n

Para tirar insights como estes de uma temporada de compras e estar preparado para novos grandes eventos, como Black Friday, Cyber Monday, Dia das Crian\u00e7as e Natal, os profissionais de marketing de aplicativos precisam estar atentos ao que h\u00e1 de mais inovador em termos de intelig\u00eancia de dados e planejamento de a\u00e7\u00f5es. <\/p>\n\n\n\n

Boas pr\u00e1ticas como planejar com anteced\u00eancia as a\u00e7\u00f5es para uma data comemorativa e diversificar gastos com publicidade para garantir tanto brand awareness como reten\u00e7\u00e3o e, portanto, atingir seu p\u00fablico em diferentes etapas do funil de vendas, s\u00e3o algumas das maneiras de refinar a estrat\u00e9gia mobile.<\/p>\n\n\n\n

A prepara\u00e7\u00e3o \u00e9 vital para estes momentos. Por isso, \u00e9 importante tamb\u00e9m contar com parceiros de mensura\u00e7\u00e3o mobile (os MMPs) e utilizar ferramentas de automa\u00e7\u00e3o<\/a> de campanhas que possam extrair intelig\u00eancia de dados e auxiliar na an\u00e1lise de m\u00e9tricas, como: <\/p>\n\n\n\n

Custo por instala\u00e7\u00e3o, custo por an\u00fancio, dura\u00e7\u00e3o de sess\u00e3o, custo por aquisi\u00e7\u00e3o de usu\u00e1rios, entre outras informa\u00e7\u00f5es minuciosas. Estes dados tornam o marketing de aplicativos uma verdadeira ci\u00eancia preditiva. <\/p>\n\n\n\n

E, mais que isso, auxiliam as equipes a ajustarem suas estrat\u00e9gias em tempo real, adaptando-se a tend\u00eancias e, muitas vezes, dando a possibilidade de modificar detalhes das estrat\u00e9gias minuto a minuto nas semanas ou dias que precedem o evento.<\/p>\n\n\n\n

Em resumo, a an\u00e1lise de dados e o acompanhamento de tend\u00eancias s\u00e3o fundamentais para o sucesso neste mercado t\u00e3o competitivo. <\/p>\n\n\n\n

\u00c0 medida que h\u00e1 um crescimento expressivo do com\u00e9rcio mobile, os profissionais de marketing devem investir na prepara\u00e7\u00e3o meticulosa e na utiliza\u00e7\u00e3o de ferramentas avan\u00e7adas de mensura\u00e7\u00e3o e automa\u00e7\u00e3o. <\/p>\n\n\n\n

Para mim, \u00e9 s\u00f3 assim que conseguir\u00e3o se adaptar \u00e0s mudan\u00e7as necess\u00e1rias para alcan\u00e7ar seus objetivos no din\u00e2mico cen\u00e1rio do m-commerce.<\/p>\n\n\n\n

Fl\u00e1vio Levi, Diretor de Vendas da Adjust para a Am\u00e9rica Latina.<\/p>\n\n\n\n

FONTE IMAGEM: Imagem de rawpixel.com no Freepik <\/p>\n\n\n\n

FONTE: Blog TI Inside<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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