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“Bom Dia Mercado (BDM)” Portal Restructuring Case

The “Bom Dia Mercado (BDM)” project aimed to restructure an existing content sales portal into a comprehensive financial market news portal. The primary objective was to enhance audience engagement and generate revenue through programmatic advertising.

Challenges

The project inherited several issues from a previous attempt that was never executed, including:

  • Misestimated project scope.
  • Outdated technology stack.
  • A traditional organizational culture resistant to change.
  • The need for integration across previously siloed areas and migration of existing users.
  • The selection of a payment gateway to minimize churn.

Strategies Implemented

To overcome these challenges, the following strategies were employed:

  • Adoption of agile methodologies and kanban for project management.
  • Development of the platform with a focus on user experience (UX).
  • Implementation of inbound marketing strategies.
  • Launch of advertising campaigns on Google and social media platforms.
  • Utilization of a Minimum Viable Product (MVP) approach for validation.
  • Application of artificial intelligence for news sharing.
  • Creation of automated relationship funnels.

Outcomes

The project achieved remarkable results:

  • Achieved the highest rating on Google’s Core Web Vitals (CWV).
  • Increased website traffic by over 1500% in less than six months.
  • Doubled the lead base and achieved a 45% email open rate.
  • Doubled the number of Instagram followers.
  • Established a WhatsApp channel with over 65,000 followers.
  • Secured a master sponsor covering 50% of operational costs.

Key Metrics and KPIs

Key performance indicators included churn rate, page views, CWV scores, unique users, engagement rate, conversion rate, and email open rate.

Resources and Technologies Used

The project leveraged various resources and technologies, including Google Cloud Database, WordPress CMS, HTML, CSS, Google Tag Manager, Google Analytics, Google Search Console, Yoast SEO, Hotjar, RestAPI, Bootstrap, PHP, Ajax, jQuery, Jira, and Figma.

Insights

The project highlighted the importance of understanding the audience and identifying opportunities, the challenges of working with different levels of knowledge, the impact of incorrect product pricing due to low scalability, and the necessity of continuous team training and alignment.

Alignment with Overall Objectives

The BDM project aligned with the company’s overall objectives by transforming the portal into a trusted source of financial news, thereby increasing audience size and generating revenue through programmatic media. These efforts contributed significantly to the company’s growth and success in the online news market.

“Bom Dia Mercado (BDM)” Portal Restructuring Case
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