Blog

This Tuesday (06), AppsFlyer’s MAMA returns to São Paulo and brings together leading representatives of the mobile universe to discuss the main market trends.

To celebrate the event, several panels were presented and many experiences were shared with the goal of reframing the performance of today’s marketing strategies.

The event connects valuable combinations: beyond the stories told by the professionals on stage, it offers networking opportunities, insights, interactive sessions, challenges, and new possibilities for the real world.

The new trend

Influencers as a performance marketing strategy

The topic presented by Ludmilla Veloso from Meitu is one of the main trends when it comes to digital marketing and engagement.

In this scenario, influencer marketing is one of the most efficient and relevant strategies. We tend to trust people close to us, and watching videos or receiving recommendations about a product influences those around us. This gives companies access to new possibilities with a controlled budget. Betting on small, medium, or large influencers means engaging people in the online environment—and it’s a mistake to think only celebrities can play this role, or that only big brands benefit.

Many times we are quickly influenced by other people’s experiences, even if they are not famous. The difference lies in the simplicity and lightness of the message. The main idea is to influence consumers naturally, always making it clear that it is a commercial action.

There are agencies specialized in facilitating the relationship between companies and influencers, with the goal of defining the campaign and ensuring effective results and strategic alignment.

Looking at the right metrics: lessons to improve performance

At the event, we also learned about actionable metrics to measure marketing investment and the efforts needed to achieve better engagement, with Bruna Amaya from Hotel Urbano.

Engagement is related to public interest, involvement, interaction, intimacy, and influence. This type of metric goes beyond likes or number of followers on social networks.

Creating quality content is essential for all segments—but that’s not all. Engagement is tied to content distribution and brand positioning. How is your brand positioned today? This is one of those questions we need to answer positively; if not, pay attention.

Start in a simple and practical way: there is straightforward work you can do to begin this process. Give proper importance to customer service and look for improvements. Position your brand in conversations, respond to comments, and suggest solutions—these are just a few tips to reach the top.

Campaigns can achieve good results in several ways. Only audience research can tell what is relevant for each niche to generate engagement and, consequently, conversion.

Beyond the presentations, the pleasant environment enabled knowledge exchange between the event speakers and the audience—covering business, solutions, and experiences focused on the mobile marketing market.