ISG Provider Lens™ report finds marketing
professionals using artificial intelligence and machine learning to
improve content, engagement and customer experience
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.
Customized versions of the report are available from DP6 and
Driven.CX.
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.
About ISG
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.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210729005724/en/
Press Contacts: Will Thoretz, ISG +1 203 517 3119
will.thoretz@isg-one.com
Thábata Mondoni, Mondoni Press for ISG Mobile: +55 11 98671 5652
thabata@mondonipress.com.br
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