SAO PAULO–(BUSINESS WIRE)–Digital marketing has grown from a niche category to the dominant form of marketing in Brazil, benefiting businesses in multiple ways, according to a new research report released today by Information Services Group (ISG) (Nasdaq: III), a world-leading technology research and consulting firm.
The ISG Provider Lens™ MarTech Service Providers 2022 Report for Brazil reveals that companies in the country have discovered that digital marketing technologies deliver valuable data, greater efficiency and targeted messages that can improve communication, brand building , customer relations and business strategies.
“Every marketing organization needs to harness the power of the ecosystem of MarTech opportunities to drive their key advertising and demand generation initiatives,” said Paul Gottsegen, Partner and President, ISG Research and Client Experience. “With so many potential options, having an independent analysis of how this ecosystem stacks up across multiple dimensions is crucial.”
Brazilian companies are increasingly aware of the value of data in digital marketing, the report says. Digital marketing enables a multi-directional exchange of data, providing advertisers with consumer insights they can use to develop better products, improve services and sales channels, and find new market segments.
The use of customer data platforms (CDP), a data management system, has exploded in Brazil and become essential for developing targeted marketing campaigns, explains ISG. Today, Brazilian companies in the most competitive industries are looking for vendors who can go beyond CDP, creating custom models to generate unique customer insights.
Brazil is now the third largest country in the world to use social media, so Brazilian businesses are increasingly turning to social media influencers to reach consumers, the report says. Some influencers in Brazil have a wider audience than mainstream offline media.
“Brazilian companies recognize 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 vendors who have deep experience in this area and are focused on measurable results.”
Brazilian marketing technology vendors are also exploring creating content for the metaverse, though they acknowledge that there are still hurdles, such as hardware requirements, ISG says. The report also covers changes in the business models of advertising agencies, the increasing use of content marketing, the logistical challenges of Brazilian e-commerce and other trends.
The ISG Provider Lens™ MarTech Service Providers 2022 Report for Brazil assesses the capabilities of 39 providers in 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 identifies Accenture Song as a leader in all six quadrants. He names Raccoon and Stefanini Haus as leaders in five quadrants each. Blinks Essence, Brivia, and Cadastra are named leaders in three quadrants each, and Fbiz, Jussi, Keyrus, and Mirum are named leaders in two quadrants each. CoreBiz, DP6, Driven.CX, Infracommerce, Mutato, Nação Digital, Rock Content, Soko and Vitrio are named leaders in one quadrant each.
Additionally, Vitrio is designated as a rising star—a company with a “promising portfolio” and “high future potential” as defined by ISG—in three quadrants. Brivia, Jussi and Keyrus are named Rising Stars in one quadrant each.
Custom versions of the report are available from Brivia and Cadastra.
The ISG Provider Lens™ MarTech Service Providers 2022 report for Brazil is available for subscribers or one-time purchase on this webpage.
About ISG Provider Lens™ Research
The ISG Provider Lens™ Quadrant research series is the only service provider assessment of its kind to combine data-driven empirical research and market analysis with the consulting team’s real-world experience and insights. world of ISG. Companies will find a wealth of detailed data and market analysis to help them select appropriate sourcing partners, while ISG advisors will use the reports to validate their own market knowledge and make recommendations to client companies. from ISG. The search currently covers providers offering their services worldwide, across Europe, as well as in the US, Canada, Brazil, UK, France, Benelux, Germany, Switzerland , Nordics, Australia and Singapore/Malaysia, with additional markets to be added. in the future. For more information on the ISG Provider Lens research, please visit this webpage.
A complementary research series, the ISG Provider Lens Archetype Reports, offers a one-of-a-kind assessment of providers from the perspective of specific buyer types.
ISG (Information Services Group) (Nasdaq: III) is a global leader in technology research and consulting. A trusted business partner to more than 800 customers, including more than 75 of the world’s 100 largest enterprises, ISG is committed to helping enterprises, public sector organizations, and service and technology providers achieve operational excellence and faster growth. The company specializes in digital transformation services, including automation, cloud, and data analytics; procurement advice; governance and risk management managed services; network operator services; design of strategy and operations; change management; business intelligence and technology research and analysis. Founded in 2006 and headquartered in Stamford, Connecticut, ISG employs more than 1,300 digital-ready professionals operating in more than 20 countries – a global team known for its innovative thinking, market influence, deep expertise in industry and technology and its world-class expertise. research and analysis capabilities based on the most comprehensive market data in the industry. For more information, visit www.isg-one.com.