O que causa o crescimento do m-commerce?
Ser digital é premissa básica para quem quer ser competitivo, e identificar as mudanças do comportamento dos consumidores é a primeira regra para entrar nessa nova era. Quer uma prova?
O m-commerce cresceu 41% em 2018, enquanto o e-commerce como um todo registrou apenas 12% no mesmo período, conforme dados do 39º Webshoppers, principal relatório sobre comércio eletrônico, realizado pela EBit.
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“Os varejistas estão de olho nesses números e na evolução do mercado de aplicativos. Se o m-commerce (ou e-commerce móvel) passou a ser uma grande oportunidade de negócios para as empresas do setor, o desafio agora é entender como explorar esse potencial no Brasil. Afinal, investir em mobile me trará sucesso no curto prazo?” aponta André Dylewski, country manager da RTB House no Brasil.
Para chegarmos a esta resposta precisamos antes analisar melhor alguns fatos:
A tendência de crescimento no volume de transações via dispositivos móveis se explica em boa parte pela facilidade e comodidade que o celular proporciona, mas também pelo aumento do tempo gasto nesses aparelhos. Segundo dados da Statista, empresa global de estatística, o brasileiro é o campeão mundial de tempo gasto no smartphone – a média nacional é de quatro horas e 48 minutos por dia. Lideramos o top 5 ao lado de China, Estados Unidos, Itália e Espanha, que não passam de três horas de conexão.
Evolução rápida rumo ao mobile
Podemos afirmar que o smartphone é o dispositivo preferido dos consumidores para acessar a internet, e é também onde passam a maior parte do tempo, superando a TV, rádio e veículos impressos. Se o cliente é “mobile”, as marcas que conseguirem explorar este canal de mídia da melhor forma certamente verão o impacto imediato na performance de suas campanhas.
A boa notícia é que tanto anunciantes quanto fornecedores já estão se preparando para este cenário. Segundo o estudo Digital AdSpend, produzido anualmente pela IAB Brasil, foram investidos R$ 16,12 bilhões em publicidade digital no Brasil em 2018. Sendo que 67% foram destinados ao mobile e 33% para desktop e tablets.
Ainda de acordo com o IAB, os investimentos em mobile no Brasil (67%) já ultrapassaram os gastos no mercado americano (65%) e do Canadá (52%), segundo dados da IAB Brasil. Essa realidade reflete que o mercado vem se adequando às mudanças dos consumidores, e já percebeu que é necessário estabelecer novas conexões com esse público.
Publicidade móvel também exige personalização
Uma das estratégias já bem conhecidas por alavancar o engajamento e as conversões das vendas online, o retargeting, também vem se mostrando bastante poderoso no ambiente mobile. O objetivo do retargeting móvel é impactar os consumidores em seu smartphones e guiá-los novamente para dentro do App do anunciante.
Na indústria da publicidade, as soluções baseadas em inteligência artificial estão se tornando obrigatórias para superar a concorrência. Os algoritmos de IA, sobretudo o deep learning, tornaram-se a resposta para o maior desafio do profissional de marketing: entender o potencial de conversão do usuário e seus interesses, para conseguir atrair sua atenção de forma relevante e não-invasiva.
Com o uso da inteligência artificial é possível ajustar inúmeros parâmetros da campanha, como frequência, conteúdo dos criativos e produtos exibidos, tudo isso de acordo com o perfil de cada consumidor. Esses anúncios segmentados e altamente personalizados são uma ferramenta poderosa para reengajar usuários e impulsionar as receitas via app.
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