“Panorama de Marketing e Vendas”, by RD Station, also points out that Brazilian e-commerce has only reached 25% of its sales targets
RD Station has released another extension of its annual “Sales and Marketing Panorama” survey, revealing that less than half of e-commerce companies managed to achieve their sales and marketing goals last year. The study found that only 25% of companies achieved their sales and marketing goals, while only 34% achieved them.
The survey also highlighted that 76% of e-commerce teams have invested in social media as their main digital marketing strategy, followed by paid media, 72%, and content marketing, 60%. The use of multiple marketing channels can help address the two main pain points in the sector, which, according to Panorama, are 35% to increase or engage leads and 12% to create offers and content that speak to the public. The survey also indicated that 89% of e-commerces are carrying out inbound marketing actions.
“Despite the challenges, we have a promising future in Brazil. Even though few companies have achieved their goals, we have noticed a growing appetite for innovation and a constant search for more effective strategies. In recent years, we have witnessed an unprecedented digital transformation, and e-commerce has been one of the main protagonists of this revolution”, says Nicolas Beschoren, product director for e-commerce at RD Station.
Furthermore, the study found that 55% of e-commerce marketing teams said they use artificial intelligence in their businesses. The main areas for using AI are content creation (45%), campaign personalization (29%) and planning (22%). However, only 12% use it to analyze data and reports. The survey says that 47% of companies have one or more people on their team focused on analysis and 35% have no one. For next year, 53% will continue using AI to increase productivity, 46% will use it for sales on social media and 39% will invest in audiovisual content.
Credit: Photo by Marvin Meyer on Unsplash
