O RD Summit 2024held from November 6th to 8th at Expo Center Norte, in São Paulo, brought a program full of innovations and strategies that moved the digital sector, focusing on marketing, sales and technology. With more than 20 thousand participants, the edition established itself as the largest event in Latin America in these segments, with more than 150 sessions and a diverse program that served everyone from digital marketing professionals to executives from large companies.
Denis Bevacqua, Director of Events at RD Station, highlighted the collaborative nature of the RD Summit, which integrates leaders from different sectors on an open and innovative platform. Bevacqua reaffirmed that attentive curation of content and the quest to meet public demands are essential to maintain the event’s relevance in the Latin American marketing calendar.
Shopee Debut and Trade Fair Highlights
This year, Shopee was present at the event for the first time, with an interactive stand that became one of the highlights of the fair. In its “live aquarium”, Shopee offered live broadcasts with influencers and experts, engaging both the audience and millions of online viewers. The action brought exclusive promotions and insights into the marketplace, reaffirming Shopee’s role as an essential player in the Brazilian e-commerce market.
Rodrigo Farah, Head of Brand and Live Commerce at Shopee Brasil, highlighted: “Shopee’s participation in RD Summit 2024 focused on giving visibility to the brand and highlighting its solutions for sellers, affiliates and consumers, especially in the growing live commerce segment. Shopee hosts live broadcasts where influencers and sellers interact with the public directly on the platform, allowing purchases without leaving the app, a differentiator compared to social networks.”
Rodrigo also highlighted Shopee and its advertising solutions for those who want to advertise on the platform, even if they don’t have an active store. “We offer Brand Packages, with personalized advertising solutions for big brands, including live streams and internal notifications in the App.”
The executive also highlighted the growth of the platform since the news was announced at the beginning of the year. “ In Brazil, Shopee focuses on supporting local entrepreneurs, who represent 90% of its sales. Currently, there are 3 million Brazilian sellers on the platform, and a third of them made their first online sales with the arrival of Shopee. The company sees live commerce as a tool for innovation and strategic investment to increase sales and promote national entrepreneurship.”
Alongside Shopee, companies such as TikTok, Unimed, Hotmart and Shopify also participated in the Business Fair, creating a dynamic environment for networking and presenting innovative solutions.
TikTok focuses on educating creators on monetization strategies within the platform
According to Raffaella Bottini Vieira, Head of SMB Sales in Latin America, TikTok has the biggest stand at the fair in this year’s edition and aims to empower people and companies to use the platform to achieve commercial results, providing education on digital performance and digital media.
“TikTok allows creators to monetize their content and companies to promote targeted ads, focusing on objectives such as lead generation, traffic and conversion. The platform also has features such as pixel and API to track conversions, as well as livestreams, which increase the reach of content by up to five times more than a published video.”
Asked about the AI algorithm to enhance user experience, she shared that: “Its algorithm is based on user interaction, prioritizing unique and creative content, without external influences or biases, maintaining the focus on authentic experience and engagement.”
Audience of more than 20 thousand people filled the stage with Content Trails and Main Lectures
The content program was organized into five main tracks: E-commerce, Marketing, Sales, Customer Experience and Personal Development, allowing participants to personalize their journeys at the event.
The e-commerce trail brought names like Bianca Andrade (CEO of Boca Rosa Company), who shared loyalty and digital interaction strategies. Brands like Amazon and MadeiraMadeira have addressed the use of artificial intelligence and automation to optimize sales and strengthen customer relationships.
Kyle Poyar’s (formerly OpenView) keynote was one of the highlights, with growth and branding strategies.
Juliette (ex-BBB and artist), João Branco (ex-CMO of McDonald’s) and Ana Paula Padrão (journalist and presenter) enriched the debate on storytelling and personal branding, highlighting the importance of authentic communication to connect with the public.
Experts like Dafna Blaschkauer (ex-Nike and Apple) and Aaron Ross discussed using conversational AI and CRM to personalize service and maximize conversion. It was strategic content for professionals focused on optimizing both digital and physical sales processes.
What’s Next? Innovations and Trends for the Future
Among the trends covered at RD Summit 2024, the highlight was discussions on artificial intelligence, predictive marketing and automation. The growing importance of these technologies for scaling businesses without compromising personalization in service was the topic of several talks.
Transformations in Digital Marketing
The event brought discussions about the impact of new generations on the job market, with professor Rita von Hunty, and the CMO of Itaú Unibanco, Eduardo Tracanella, who addressed the concept of invisible marketing.
Tracanella emphasized that relevant brands are those that authentically connect with their audiences, a point that resonated strongly with attendees.
Juliano Tubino, CEO of RD Station, announced new features of RD’s CRM with integration to WhatsApp, an advance expected for the first half of 2025.
Acquisition and Branding Strategies
Kyle Poyar discussed strategies for reducing Customer Acquisition Cost (CAC), suggesting that companies prioritize the user experience.
While Nathália Rodrigues, the CEO and founder of Nath Finanças, shared with the public valuable tips on how to organize your financial life in a simple and efficient way. She explained how to turn dreams into clear and practical goals, divided personal expenses into essential categories and talked about the importance of building an emergency fund.
Juliette, with her talk on building an authentic brand, moved the audience by sharing how her values influence her relationship with the public and the construction of her career. The artist emphasized that her personal brand began long before her participation in the reality show and was guided by her values of dignity and authenticity.
Data and Resilience in Business
Silvia Beluzzo, from TikTok, provided an analysis of the use of data in digital campaigns, while Bianca Andrade shared her experience with product launches.
Diego Ribas ended the day with a talk on resilience, inspiring participants with his story of overcoming in sport and entrepreneurship. In his speech, he discussed how to face career challenges and the importance of resilience, both in sport and in the corporate environment, emphasizing how to deal with pressure and maintain focus in the face of adversity.
With the success of the 2024 edition, RD Station is already starting to prepare for the RD Summit 2025, which promises to bring news, speakers and immersive experiences to the public
The announced date is November 5th to 7th and pre-sales are now available on the website: www.rdsummit.rdstation.com.
* This text does not necessarily reflect the opinion of the vehicle.
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