Savvy Brazilian Firms Embrace Digital Marketing Innovations – MarTech Series

September 13, 2022

Digital marketing has grown from a niche category to the prevailing form of marketing in Brazil, benefiting enterprises in several ways, according to a new research report published by Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm.
“They want to work with providers that have deep experience in this area and a focus on measurable results.”
The 2022 ISG Provider Lens™ MarTech Service Providers report for Brazil finds the country’s enterprises have discovered digital marketing technologies provide valuable data, higher efficiency and targeted messaging that can improve communication, brand-building, customer relationships and business strategies.
“Every marketing organization needs to harness the power of the ecosystem of MarTech possibilities to direct their core advertising and demand-generation initiatives,” said Paul Gottsegen, partner and president, ISG Research and Client Experience. “With so many potential options, it’s crucial to have an independent analysis of how this ecosystem stacks up across multiple dimensions.”
Enterprises in Brazil are increasingly aware of the value of data in digital marketing, the report says. Digital marketing allows for a multidirectional exchange of data, bringing advertisers information about consumers they can use to develop better products, improve service and sales channels and find new market segments.
The use of customer data platforms (CDP), a data management system, has soared in Brazil and become essential to developing targeted marketing campaigns, ISG says. Now, Brazilian companies in the most competitive industries are looking for providers that can go beyond CDP, crafting customized models to generate unique insights about customers.
Marketing Technology News:  AvePoint Establishes New $100 Million SGD International R&D Hub in Singapore

Brazil is now the third-largest country in the world in the use of social networking, so Brazilian enterprises are increasingly turning to social-media influencers to reach consumers, the report says. Some influencers in Brazil have bigger audiences than major offline media outlets.
“Companies in Brazil are recognizing that influencer marketing can be more effective than traditional approaches,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “They want to work with providers that have deep experience in this area and a focus on measurable results.”
Brazilian marketing technology providers are also exploring content creation for the metaverse, though they recognize there are still hurdles, such as hardware requirements, ISG says. The report also covers changes in advertising agency business models, growing use of content marketing, logistical challenges for Brazilian e-commerce and other trends.
The 2022 ISG Provider Lens™ MarTech Service Providers report for Brazil evaluates the capabilities of 39 providers across six quadrants: Strategic MarTech Services, Digital Presence and Digital Ads, Digital Experience and Content, Social and Relationship, Digital Commerce Optimization, and Analytics and Intelligence.
The report names Accenture Song as a Leader in all six quadrants. It names Raccoon and Stefanini Haus as Leaders in five quadrants each. Blinks Essence, Brivia and Cadastra are named as Leaders in three quadrants each, and Fbiz, Jussi, Keyrus and Mirum are named as Leaders in two quadrants each. CoreBiz, DP6, Driven.CX, Infracommerce, Mutato, Nação Digital, Rock Content, Soko and Vitrio are named as Leaders in one quadrant each.
Marketing Technology News: MarTech Interview With Rob Hall, CEO at Playground xyz
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Prev Post

Next Post

TVB Holds First Hybrid Forward Conference for Thousands of Local TV Broadcasters,…
JRNI Names Manish Barmecha as Senior Vice President of Product
New Metaverse Track at O3DCon to Tackle Big Questions and Practical Applications of…
mPhase Appoints Technology Veteran Chris Smith as Chief Technology Officer
Popular Posts
AdBeacon Releases New Ad Optimization Platform–The…
Aceyus and Five9 Expand Partnership to Help Contact Centers…
Immerse Platform Gets Upgrade Bringing New Possibilities to…
3BL Media’s Guide to Telling Your ESG Story to the…
Smartsheet Acquires Outfit Bolstering Its Industry-Leading…
Fortress Blockchain Technologies named ‘Web3 Innovator…
Validity Relaunches Partner Program to Empower Best-in-Class…
4imprint Earns Spot on Best Workplaces in Advertising &…
Tamr Welcomes Keith Barnes as Head of Public Sector

Copyright © 2022 MarTech Series. All Rights Reserved. Privacy Policy
Welcome, Login to your account.
Recover your password.
A password will be e-mailed to you.


Article Tags:
Article Categories:
Social Media · Technology

Leave a Reply

Your email address will not be published.

The maximum upload file size: 512 MB. You can upload: image, audio, video, document, spreadsheet, interactive, text, archive, code, other. Links to YouTube, Facebook, Twitter and other services inserted in the comment text will be automatically embedded. Drop file here