The importance of the E-Commerce Brazil Forum 2022 for marketing strategies

Together with my team, I attended the two days of the E-Commerce Brazil Forum 2022, in São Paulo, to experience refreshing ideas, observing trends and creating new insights that are extremely important in my day-to-day work at the agency.  So, I want to start this text by talking about the importance I see in participating in events of this nature, which involves issues such as knowing what large companies are doing and how the market is behaving.  Getting away from the routine, the rush of deliveries and the formulation of strategies for clients for two days, provides the opportunity to get involved and connect with new ideas and receive provocations that push you to move from a certain level to a higher one, which is beyond what your mind was already used to.  At Forum '22, 30 simultaneous stages were opened, with main plenary sessions on Digital Transformation, Marketing and Sales, Technology and Innovation and Management and Operations, in addition to other rooms with subjects dedicated to themes that are no less important and enriching for the e-commerce ecosystem.  Participating in an event like this provides great personal and professional enrichment and even the chance to change your mindset, because it allows you to see from a broader point of view, hear new ideas that can be implemented and that are always capable of being adapted in some way to the realities of each business, mine and those of my clients.  What I observed at Forum'22 I want to bring here the perceptions I had during the lectures and visits to the stands, the hottest topics, the trends and the market movement that I was able to notice.  I want to start with the most anticipated issue when an e-commerce event comes up: technology, which is behind all the other trends.  This is a very important point for results because it enables strategies and drives business, through increasingly advanced platforms and apps.  Based on artificial intelligence and learning user behavior, technology increasingly helps us, marketing professionals, to put ideal strategies into practice.  One example is the structuring of e-commerce with headless, an architectural technology with which the front-end is decoupled from the back-end commerce functionality and can therefore be updated or edited without interference.  Just to cite one more example based on what I saw and heard at the E-Commerce Brazil Forum, another point is technology bringing the possibility of e-commerce granting cashback to customers associated with a partnership with fintechs, enabling, for example, them to use this benefit to make an investment in Tesouro Direto.  Technology enables a true win-win for all parties involved.  Communities Another insight I had during the event was about the strength of communities on and off the internet, which is a trend that has been taking hold in the market for a long time.  It is human nature to want to have this feeling of belonging, to participate in and defend a tribe, something greater than one's own individuality.  Even social media itself has already noticed this strength and encourages the formation of communities, with people who have similar thoughts and desires.  The community is alive and cannot be controlled, it reveals lines of thought that can be a reference for strategies around and in favor of a brand.  Entertainment Content has two very strong pillars: one is educational, which allows for tips and information about what the brand offers within a segment; while the other very strong side of the content is entertainment.  This entertainment has been driven by social networks such as Tik Tok and Twitch, dedicated almost exclusively to gamers.  So, what I see is that today it is a big challenge for brands to know how to use these networks as a way to gain more visibility, relevance, reach and create communities, through influencers, creators and streamers, who know how to talk much more directly to the audience.  On these networks, content creators can lead different and innovative strategies to help a specific brand stand out and reach and win new customers.  It is still a delicate issue because the brand itself cannot create entertainment content alone, but it can partner with creators to produce something different that will be considered significant for its audience.  At Forum '22, many lectures addressed the need for brands to ride the influencer wave, because they go hand in hand with the entertainment pillar and have been fundamental pieces in marketing strategies.  But one point to be highlighted is that to do this joint work, the brand must give influencers freedom so that they can create a tone of voice that is consistent with their audience.  Furthermore, this learning process through working together also involves being very agile so as not to miss out on the hype that can generate good results for brands.  This requires a different approval format between agencies and clients to avoid missing out on a good wave.  Customer Experience The need to reduce friction between brands and improve customer experience was very clear in the talks.  A better customer experience is essential both in terms of technology and content.  The question is: how is it possible to be clearer and more relevant in a world where the user has little time and a lot of information to absorb?  It is interesting to understand that even the most traditional brands can adopt new technologies and trends to improve their user experience.  An example presented at the E-Commerce Brazil Forum was the Granado brand, which emerged in 1870 and has survived this entire period in a world full of new developments.  One of the innovations adopted by the brand was the creation of a brand benefits club with NFTs.  Even the most traditional brands are already positioning themselves and making a move towards adopting new forms, such as the use of cryptocurrencies, to reach a more relevant portion of the population that values ​​this asset hype, such as celebrities and artists.  This is a way to make a big change and digital transformation in a well-done way, but always with a total focus on the customer.  As Andre Secco, head of digital channels at Granado and speaker at Forum '22, said, the brand needs to be where the customer is.  One proof that using innovation works is that one of Granado's perfumes, Époque Tropical, was considered the “Tik Tok perfume”, recommended by several influencers.  Result: it went viral organically!  Sales exploded and it became the brand's flagship product.  Even though it is a traditional brand, Granado knew how to ride the wave and enjoyed the benefits of a modern platform with incredible potential for the most diverse strategies.  Anyway, as I said above, it was two days of a lot of expanding ideas.  This break in the daily routine will certainly be the trigger for the emergence of new initiatives and good ideas for our clients.

The importance of the E-Commerce Brazil Forum 2022 for marketing strategies

By Carolina Schmidt

Together with my team, I was there on both days of the E-Commerce Forum Brazil 2022, in São Paulo, to experience refreshing ideas, observing trends and creating new insights that are extremely important in my day-to-day work at the agency.

So, I want to start this text by talking about the importance I see in participating in events of this nature, which involves issues such as knowing what large companies are doing and how the market is behaving. 

Getting away from the routine, the rush of deliveries and the formulation of marketing strategies for clients for two days provides the opportunity to get involved and connect with new ideas and receive provocations that push you to move from a certain level to a higher one, which is beyond what your mind was already used to.

At Forum '22, 30 simultaneous stages were opened, with main plenary sessions on Digital Transformation, Marketing and Sales, Technology and Innovation and Management and Operations, in addition to other rooms with subjects dedicated to themes that are no less important and enriching for the e-commerce ecosystem.

Participating in an event like this provides great personal and professional enrichment and even the chance to change your mindset, because it allows you to see from a broader point of view, hear new ideas that can be implemented and that are always capable of being adapted in some way to the realities of each business, mine and those of my clients.

What I observed at the E-commerce Brazil Forum

I want to share here the insights I had during the lectures and visits to the stands, the hottest topics, the trends and the market movement that I was able to notice.

I want to start with the most anticipated issue when an e-commerce event comes up: technology, which is behind all the other trends. This is a very important point for results because it enables strategies and drives business, through increasingly advanced platforms and apps.

Based on artificial intelligence and learning user behavior, technology increasingly helps us, marketing professionals, to put ideal strategies into practice.

One example is the structuring of e-commerce with headless, an architectural technology with which the front-end is decoupled from the back-end commerce functionality and can therefore be updated or edited without interference. 

Just to cite one more example based on what I saw and heard at the E-Commerce Brazil Forum, another point is technology bringing the possibility of e-commerce granting cashback to customers associated with a partnership with fintechs, enabling, for example, them to use this benefit to make an investment in Tesouro Direto. 

Technology enables a true win-win for all parties involved.

Generate Leads without the headache

Communities 

Another perception I had during the event was about the strength of communities on and off the internet, which is a trend that has been taking hold in the market for a long time. 

It is human nature to want to feel a sense of belonging, to participate in and defend a tribe, something greater than one's own individuality. Even social media has already realized this power and encourages the formation of communities with people who have similar thoughts and desires.

The community is alive and cannot be controlled, it reveals lines of thought that can be a reference for strategies around and in favor of a brand.

Entertainment

The content has two very strong pillars: one is educational, which allows for tips and information about what the brand offers within a segment; while the other very strong side of the content is entertainment.

This entertainment has been driven by social networks such as Tik Tok and Twitch, dedicated almost exclusively to gamers. 

So, what I see is that today it is a big challenge for brands to know how to use these networks as a way to gain more visibility, relevance, reach and create communities, through influencers, creators and streamers, who know how to talk much more directly to the audience.

On these networks, content creators can lead different and innovative strategies to help a specific brand stand out and reach and win new customers.

It is still a delicate issue because the brand itself cannot create entertainment content alone, but it can partner with creators to produce something different that will be considered significant for its audience.

At Forum '22, many lectures addressed the need for brands to ride the influencer wave, because they go hand in hand with the entertainment pillar and have been fundamental pieces in marketing strategies

But one point to be highlighted is that to do this joint work, the brand must give influencers freedom so that they can create a tone of voice that is consistent with their audience. 

Furthermore, this learning process through working together also involves being very agile so as not to miss out on the hype that can generate good results for brands. This requires a different approval format between agencies and clients so as not to miss out on a good trend.

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Together with my team, I attended the two days of the E-Commerce Brazil Forum 2022, in São Paulo, to experience refreshing ideas, observing trends and creating new insights that are extremely important in my day-to-day work at the agency.  So, I want to start this text by talking about the importance I see in participating in events of this nature, which involves issues such as knowing what large companies are doing and how the market is behaving.  Getting away from the routine, the rush of deliveries and the formulation of strategies for clients for two days, provides the opportunity to get involved and connect with new ideas and receive provocations that push you to move from a certain level to a higher one, which is beyond what your mind was already used to.  At Forum '22, 30 simultaneous stages were opened, with main plenary sessions on Digital Transformation, Marketing and Sales, Technology and Innovation and Management and Operations, in addition to other rooms with subjects dedicated to themes that are no less important and enriching for the e-commerce ecosystem.  Participating in an event like this provides great personal and professional enrichment and even the chance to change your mindset, because it allows you to see from a broader point of view, hear new ideas that can be implemented and that are always capable of being adapted in some way to the realities of each business, mine and those of my clients.  What I observed at Forum'22 I want to bring here the perceptions I had during the lectures and visits to the stands, the hottest topics, the trends and the market movement that I was able to notice.  I want to start with the most anticipated issue when an e-commerce event comes up: technology, which is behind all the other trends.  This is a very important point for results because it enables strategies and drives business, through increasingly advanced platforms and apps.  Based on artificial intelligence and learning user behavior, technology increasingly helps us, marketing professionals, to put ideal strategies into practice.  One example is the structuring of e-commerce with headless, an architectural technology with which the front-end is decoupled from the back-end commerce functionality and can therefore be updated or edited without interference.  Just to cite one more example based on what I saw and heard at the E-Commerce Brazil Forum, another point is technology bringing the possibility of e-commerce granting cashback to customers associated with a partnership with fintechs, enabling, for example, them to use this benefit to make an investment in Tesouro Direto.  Technology enables a true win-win for all parties involved.  Communities Another insight I had during the event was about the strength of communities on and off the internet, which is a trend that has been taking hold in the market for a long time.  It is human nature to want to have this feeling of belonging, to participate in and defend a tribe, something greater than one's own individuality.  Even social media itself has already noticed this strength and encourages the formation of communities, with people who have similar thoughts and desires.  The community is alive and cannot be controlled, it reveals lines of thought that can be a reference for strategies around and in favor of a brand.  Entertainment Content has two very strong pillars: one is educational, which allows for tips and information about what the brand offers within a segment; while the other very strong side of the content is entertainment.  This entertainment has been driven by social networks such as Tik Tok and Twitch, dedicated almost exclusively to gamers.  So, what I see is that today it is a big challenge for brands to know how to use these networks as a way to gain more visibility, relevance, reach and create communities, through influencers, creators and streamers, who know how to talk much more directly to the audience.  On these networks, content creators can lead different and innovative strategies to help a specific brand stand out and reach and win new customers.  It is still a delicate issue because the brand itself cannot create entertainment content alone, but it can partner with creators to produce something different that will be considered significant for its audience.  At Forum '22, many lectures addressed the need for brands to ride the influencer wave, because they go hand in hand with the entertainment pillar and have been fundamental pieces in marketing strategies.  But one point to be highlighted is that to do this joint work, the brand must give influencers freedom so that they can create a tone of voice that is consistent with their audience.  Furthermore, this learning process through working together also involves being very agile so as not to miss out on the hype that can generate good results for brands.  This requires a different approval format between agencies and clients to avoid missing out on a good wave.  Customer Experience The need to reduce friction between brands and improve customer experience was very clear in the talks.  A better customer experience is essential both in terms of technology and content.  The question is: how is it possible to be clearer and more relevant in a world where the user has little time and a lot of information to absorb?  It is interesting to understand that even the most traditional brands can adopt new technologies and trends to improve their user experience.  An example presented at the E-Commerce Brazil Forum was the Granado brand, which emerged in 1870 and has survived this entire period in a world full of new developments.  One of the innovations adopted by the brand was the creation of a brand benefits club with NFTs.  Even the most traditional brands are already positioning themselves and making a move towards adopting new forms, such as the use of cryptocurrencies, to reach a more relevant portion of the population that values ​​this asset hype, such as celebrities and artists.  This is a way to make a big change and digital transformation in a well-done way, but always with a total focus on the customer.  As Andre Secco, head of digital channels at Granado and speaker at Forum '22, said, the brand needs to be where the customer is.  One proof that using innovation works is that one of Granado's perfumes, Époque Tropical, was considered the “Tik Tok perfume”, recommended by several influencers.  Result: it went viral organically!  Sales exploded and it became the brand's flagship product.  Even though it is a traditional brand, Granado knew how to ride the wave and enjoyed the benefits of a modern platform with incredible potential for the most diverse strategies.  Anyway, as I said above, it was two days of a lot of expanding ideas.  This break in the daily routine will certainly be the trigger for the emergence of new initiatives and good ideas for our clients.

Customer Experience

The talks made it very clear that there was a need to reduce friction between brands and improve the customer experience.

A better one customer experience is fundamental both in terms of technology and content. The question is: how is it possible to be clearer and more relevant in a world in which the user has little time and a lot of information to absorb?

It is interesting to understand that even the most traditional brands can adopt new technologies and trends to improve their user experience.

An example presented at the E-Commerce Brazil Forum was the Granado brand, which emerged in 1870 and has survived this entire period in a world full of new developments.

One of the innovations adopted by the brand was the creation of a brand benefits club with NFTs.

Even the most traditional brands are already positioning themselves and making a move towards adopting new forms, such as the use of cryptocurrencies, to reach a more relevant portion of the population that values ​​this asset hype, such as celebrities and artists. 

This is a way to make a big change and digital transformation in a well-done way, but always with a total focus on the customer. As Andre Secco, head of digital channels at Granado and speaker at Forum '22, said, the brand needs to be where the customer is. 

One proof that using innovation works is that one of Granado's perfumes, Époque Tropical, was considered the “Tik Tok perfume”, recommended by several influencers. The result: it went viral organically! Sales exploded and it became the brand's flagship product.

Even though it is a traditional brand, Granado knew how to ride the wave and enjoyed the benefits of a modern platform with incredible potential for the most diverse strategies.

Anyway, as I said above, these were two days of a lot of brainstorming. This break from the daily routine will certainly be the trigger for the emergence of new initiatives and good ideas for our clients. It's really worth allowing yourself to do so!

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