Digital marketing: from the efficiency crisis to growth with data and AI.

In-depth Analysis and Contextualization

Brazilian digital marketing entered 2025 at a turning point: the model based on mass acquisition via paid advertising has reached its efficiency limit. With media costs rising and conversion rates falling, brands and professionals are forced to rethink not only tactics, but the entire logic of growth. What was once driven by traffic volume now demands precision, retention, and profitability. This structural shift is repositioning the role of marketing, which is ceasing to be merely a cost center and becoming an engine for LTV, repeat purchases, and lasting relationships.

Data, Cases and Examples

In 2025, Brazilian e-commerce is expected to generate between R$224.7 billion and R$234 billion in revenue, but the challenge is no longer generating volume, but rather doing so with a profit margin. Companies like Smartbis report increased demand for loyalty programs based on real purchase data, while WhatsApp automation platforms, such as Whatsplaid GPT, are betting on AI to create segmented and contextualized journeys, avoiding generic messaging. At the same time, Retail Media is consolidating itself as the fastest-growing channel in the country, with players like Magalu Ads, Mercado Livre, and Amazon allowing brands to impact consumers at the exact moment of purchase decision, with proprietary data and direct conversion. This scenario shows that the future lies in digital-first strategies, focusing on integrated journeys, personalization, and data as a strategic foundation.

Consequences, Opportunities and Trends

This transformation demands profound changes: professionals need to master data analysis, LTV, repurchase rate, and engagement, not just reach and click metrics. Brands that insist on old mass acquisition models risk growing in revenue but shrinking in margin. The opportunity lies in rethinking the funnel: prioritizing retention, intelligent automation, communities, and strong narratives, aligned with the strategic use of AI for content classification, real-time translation, and collaborative audience measurement. Sustainable growth in 2025 and 2026 will belong to those who know how to transform data into relationships and conversion into customer lifetime value.

References

OnMarketing Digital – Digital Consumption in Brazil in 2025: Data and Trends for Your Brand
EcommerceBrasil – Advertising in Brazil in 2025: acceleration, transformation and the role of digital.
Terra – Brazilian digital marketing faces efficiency crisis
Rede Globo – The main trends for digital marketing in 2025