App, metaverse, AI: wave to wave, digital evolution can be dragged

ChatGPT and AI have taken publications by storm in recent months. The boom in 2022 was the Metaverse. A little ago, it was TikTok, selling on social networks and lives. Going back a few years, the trend was apps (for everything and in most cases without too many benchmarks).

So, we see a repeated behavior: Companies are chasing “lost” with every innovation, stand out from other projects and invest in innovation with the heat of the moment. Of course, these technologies are really important and will drive the market for years to come, but it has been clear for some time that digital demands consistency and continuous improvement, and sudden changes of direction do not make this possible.

It is no coincidence that most instant investments do not produce the desired results. Basically, resources are taken from technology that is ripe and can bear fruit, and put into another technology, which is at an earlier stage of preparation and therefore will not give immediate results.

We must have something clear. Putting it live or running is not the same as getting results (and profit). In addition to the financial issue, online purchasing requires training teams, testing, multiple adjustments and, above all, solid integrations with existing systems, partners and consumers.

At this stage, it is essential to keep in mind the importance of optimizing the sales process on the one hand and the purchasing experience on the other.

What’s the benefit of having a new cheap and modern channel, but whose availability is terrible or very limited?

Another issue is that the role of a particular resource can change over time. Take Instagram from a geolocation platform (celebrity check-ins), it has moved to the photo network and is now home to lives and lots of sales. WhatsApp is almost ubiquitous in Brazil and is also gaining features like making payments and transfers.

Given the diversity in behavior and the demand for customization, facilities need to increase. Some prefer to buy through the app, others via WhatsApp, and some from physical stores or retailers.

But an important caveat: Acting solely on customer demand or majority behavior is also a trap. It is necessary to monitor the market, trying to anticipate certain movements (I emphasize, without skipping the development stage and abandoning more mature projects).

The evolution of platforms and technologies, the behavior of different segments of the population, especially new generations, has been very rapid, making it all the more necessary to have diverse teams and a mindset of continuous evolution.

Digital maturity is more than just joining the wave of the moment faster; It ensures that future technologies are harmoniously integrated with existing technologies by creating integrated and organic ecosystems that have adaptive capacity but are above all functional and efficient.

• Nathália Dalla Corte is a partner and Vice President of Business and Strategy at Cadastra, a global company providing marketing, technology, business strategy, data and analytics solutions.