The digital marketing sector in Brazil is facing an efficiency crisis, reflecting significant challenges in resource optimization and generating tangible results. Companies have encountered difficulties in adapting their strategies to rapid market changes and consumer expectations, which compromises their performance. It is imperative that organizations reevaluate their approaches, incorporating innovative technologies and robust analytical practices to reverse this adverse scenario. The search for effective solutions thus becomes a priority to ensure competitiveness in the digital environment. Increased media costs and declining conversions force a reevaluation of strategies. Loyalty and automation are consolidating as paths to grow with margin in 2025.
The digital marketing sector in Brazil is undergoing a structural transformation in 2025. After years of growth driven by paid advertising, companies now face a saturation scenario, marked by rising media costs and a reduction in conversion rates. This context requires a shift in focus: from massive acquisition to strategic retention.
According to data from Shopify Brazil's blog, the average cost per thousand impressions (CPM) on Facebook reached R$ 51.00 in September 2024. In parallel, according to the Yampi platform, the average conversion rate in the national e-commerce market fell to 1.92%. The combination of these factors makes acquiring new customers more expensive and less effective.
Despite the challenging scenario, e-commerce continues to expand. According to the Brazilian Association of Electronic Commerce (ABComm), the sector is expected to generate R$ 224.7 billion in 2025, a growth of 10% compared to the previous year. The challenge, however, lies in achieving this growth with profitability.
Digital tools focused on customer loyalty are gaining traction as a viable alternative. The company Smartbis, specializing in a white-label cashback benefits club, reports an increase in demand for data-based repurchase strategies. "Our focus is to support retail in building long-lasting relationships with consumers, encouraging loyalty through real purchasing behaviors," says Eduardo Thomas, the company's founder.
In the field of automation, platforms integrated with WhatsApp also stand out. The company Whatsplaid GPT, which works with artificial intelligence solutions applied to messaging, emphasizes the importance of personalization. "WhatsApp is a high-engagement channel, but without intelligence and context, it can become just another broadcast. Our proposal is to use AI to create relevant and segmented journeys," explains the company's technical team.
A report published by edrone reinforces the trend: Brazilian e-commerce surpassed R$ 200 billion in revenue in 2024 and could reach R$ 234 billion in 2025, driven by technologies such as automation, artificial intelligence, and mobile commerce.
The shift in the operational model also impacts the profile of the marketing professional. The demand is increasing for skills in data analysis, customer retention, community building, and strategic use of predictive intelligence. Indicators like customer lifetime value (LTV), repurchase rate, and engagement now guide investment decisions.
In this new scenario, the model of continuous and accelerated acquisition gives way to the search for efficiency and depth in the consumer relationship. The sustainability of growth now relies on efficiency in consumer relations — before the investment turns into a loss.