SÃO PAULO--(BUSINESS WIRE)--Marketing agencies and corporate marketing departments in Brazil are turning to marketing technology providers in increasing numbers to help them better engage with customers and increase sales, according to a new report published today by Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm.
The 2021 ISG Provider Lens™ MarTech Solutions and Service Providers Report for Brazil finds corporate marketing and communications agencies gradually moving to digital services over the last three years. Many agencies in the country are adopting artificial intelligence, machine learning and analytics tools to assist in their jobs and improve the quality and effectiveness of marketing content and engagement.
“Communications with both potential and existing customers is based on a dialogue that needs to be more agile and digital,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Many customers are demanding a seamless experience throughout their buying journeys, including past interactions, in the buying channel of their choice.”
The report notes that budgets previously controlled by CIOs are now the responsibility of CMOs, who are using these resources to fund specialized squads that use sprint methodologies to produce minimum viable products. Enterprises are also increasing their digital marketing budgets in response to changing buying behavior caused by the pandemic.
Many enterprises in Brazil are putting added focus on digital customer experience, the report says, as they strive for better customer engagement and greater retention that leads to increasing sales and improved ROI. To achieve greater customer centricity, marketing professionals are utilizing omnichannel tools and a variety of modern web technologies and applications to personalize real-time experience. Tools such as chatbots, augmented reality (AR), virtual reality (VR), and content management platforms (CMS) are helping to build strong relationships with customers.
Marketing technology providers are offering several tools to help marketing agencies understand which campaigns resonate with customers. Such analytics tools are helping marketing professionals determine the success of marketing efforts in near real-time, the report says. Some tools analyze individual channels such as email, social media or digital advertising, while others examine all marketing campaign data holistically.
The COVID-19 pandemic has also accelerated a change in the service offerings and roles of marketing and communications agencies in Brazil, the report adds. Agencies are managing and monitoring social networks, delivering content marketing materials and directing the purchasing of digital media. As a result, the MarTech industry in Brazil is growing rapidly.
The 2021 ISG Provider Lens™ MarTech Solutions and Service Providers Report for Brazil evaluates the capabilities of 48 providers across five quadrants: Analytics and Intelligence, Digital Experience and Content, Digital Presence and Digital Ads, E-Commerce, and Social and Relationship.
The report names Accenture Interactive and Nação Digital as leaders in four quadrants and Infracommerce, Isobar, Mutato and Raccoon as leaders in three. Keyrus, Semantix and STILINGUE are named as leaders in two quadrants, and B2W, Cortex, DP6, Hands, i-Cherry, Magalu, Mercado Livre, Olist, Rock Content, Squid, Tray and Vtex are named as leaders in one.
In addition, Approach, CDN, Driven.CX, i-Cherry and Nuvemshop were named Rising Stars—companies with “promising portfolios” and “high future potential” by ISG’s definition—in one quadrant each.
The 2021 ISG Provider Lens™ MarTech Solutions and Service Providers Report for Brazil is available to subscribers or for one-time purchase on this webpage.
About ISG Provider Lens™ Research
The ISG Provider Lens™ Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across Europe, as well as in the U.S., Germany, Switzerland, the U.K., France, the Nordics, Brazil and Australia/New Zealand, with additional markets to be added in the future. For more information about ISG Provider Lens research, please visit this webpage.
A companion research series, the ISG Provider Lens Archetype reports, offer a first-of-its-kind evaluation of providers from the perspective of specific buyer types.
ISG (Information Services Group) (Nasdaq: III) is a leading global technology research and advisory firm. A trusted business partner to more than 700 clients, including more than 75 of the world’s top 100 enterprises, ISG is committed to helping corporations, public sector organizations, and service and technology providers achieve operational excellence and faster growth. The firm specializes in digital transformation services, including automation, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis. Founded in 2006, and based in Stamford, Conn., 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 industry and technology expertise, and world-class research and analytical capabilities based on the industry’s most comprehensive marketplace data. For more information, visit www.isg-one.com.