The pandemic caused by Covid-19 has already completed one year in Brazil. Adaptation and resilience were fundamental.
However, if many businesses are still operating, even during lockdown, we owe a large part of this to digital marketing. Proof of this is the E-commerce Report in Brazil (April/2021) published by Conversion, which reports the 40% growth in Brazilian e-commerce.
Keep reading and understand more about the subject!
Digital marketing: how important is it in the current scenario?
There has never been so much talk about the importance of digital marketing as currently.
It was already a fact that it was on the rise, but this happened more quickly with the digital transformation caused by the lockdown and the closure of businesses, in this year that the Covid-19 pandemic has been extending in Brazil.
It is undeniable that investment in marketing strategies Digital was the salvation of many businesses, which needed to adapt and start and/or accelerate their sales online to survive the new scenario.
In fact, a survey carried out in 2019 by NZN Intelligence already showed that 74% of consumers prefer online shopping over shopping in physical stores. With the pandemic, there was often no other choice but to buy online and consumers also had to adapt.
The use of digital marketing tools, combined with strategies and well-designed planning, in addition to the analysis of metrics, allowed for an increase in sales opportunities for companies, making it possible to even reach people from other cities, which was previously not possible for many local businesses.
It's not hard to believe, but the number of Internet users in the world now reaches 4,66 billion (report produced by We Are Social and Hootsuite from January/2021). In other words, brands that do not guarantee their online presence run a great risk of being forgotten by consumers.
After all, take the test: when you have a question, I bet that most of the time you search on Google. This happens with products and services too, so it is extremely important to invest in all the potential that digital marketing has to offer.
Conversion Report 2021 proves the importance of digital marketing
Given this scenario, there is no doubt about the potential of digital marketing. And the data doesn't let us lie!
The report released by Conversion (April/2021) is living proof of this and brought some very interesting facts.
The study analyzed the traffic of the 200 largest websites in Brazil, with a total of 15 categories, with each category having a minimum of 10 websites.
The categories were divided into:
- Imported;
- Pets;
- Houses and furniture;
- Pharmacy and health;
- Fashion and accessories;
- Food and Drinks;
- Retail;
- Jewelry and watches;
- Sports;
- Education, books and stationery;
- Children's;
- Electronics and appliances;
- footwear;
- Cosmetics;
- Tourism.
National e-commerce, for example, registered a growth of 40% in the month that marks one year since the pandemic, totaling 20,61 billion hits on e-commerce sites.
Of the 15 sectors analyzed, 10 had an increase of more than 30% in YoY (Year over Year – which compares variables from one period of the year with the same period in the previous year).
Some examples are Imported (+91,72%), Pet (+88,04%), Home & Furniture (+86,62%) and Pharmacy & Health (+65,22%).
In a monthly comparison, 14 sectors showed an increase, with tourism being the only one to experience a drop, which was expected given the lockdown and the impossibility of this type of activity.
Of the 217 sites analyzed, more than 70% had annual and monthly growth. In the top 50 sites with the highest annual growth (Mar/21) versus March/20), 9 are from the Home & Furniture category. One example is Casas Bahia’s e-commerce, which grew 50% in the same period.
Food and beverage sector grows by 28%
The March lockdown boosted online food and drink purchases by 28%, representing a growth of 95,55% since the start of the pandemic.
This category includes not only supermarkets, such as Extra and Pão de Açúcar, but also stores such as Cacau Show, which grew more than 400% from one month to the next, due to the Easter holiday.
iFood, widely used in this niche, took the lead, with 42,4% of the market share.
Content marketing: the importance of investing in the subject
In the search, organic search is the second most important traffic channel, accounting for 28,1% of all e-commerce accesses in Brazil in March 2021.
Pharmacy & Health was the leading sector (48%). Next are Pets (36,8%), Education, Books & Stationery (36,5%) and Electronics & Appliances (35,8%).
We had already commented on this fact with the release of search results on Google in 2020, disclosed by Sparktoro in partnership with SimilarWeb, where there was also an increase in organic clicks.
Another important point to highlight is that mobile continues to grow, accounting for 2021% of total visits in March 66,5.
Therefore, your content needs to be responsive and ensure a good experience not only on desktop, but also on mobile.
What we are warning you about, once again, is that the need to invest in content marketing has never been greater!
To this end, we also remind you of the importance of understanding your company's market niche, your target audience and your person.
The use of strategies SEO It is also essential, since 45% of consumers do not click beyond the first page of results (Sherlock Communications report on Latin American habits).
So, for your content to be found, it is essential to understand the search intent of your ideal client, using keyword research, as well as other techniques such as creating an eye-catching title and using internal links to other texts on your website.
And your company, is it already prepared and investing in digital marketing?
If you need help, count on GS2 Marketing Digital.