Bharat Book Bureau | 23 May 2018 : As one of the largest advertising markets in the world, Brazil poses a unique and exciting environment with a potential for digital marketers.
With Brazilians becoming the most active mobile users (ie. 90% of the population) and the country's tech space booming, Brazil one of the leading ad market in Latin America offers an exhilarating opportunity for today’s brands.
Compared to the rest of the world, Brazilians are the most active mobile users. This has led to a fast-growing mobile environment, where consumers feel secure using their smartphones to shop and participate in other types of online transactions. Brazilian mobile internet usage continues to grow rapidly and the number of users is estimated to become almost double in the coming years.
With a population of over 200 million people, it is believed that Brazil’s mobile phone user base is now pushing 136 million users, making it one of the largest in the world. A statistic shows that the total number of mobile phone users in Brazil from 2013 to 2014, with forecasts from 2015 to 2019. In 2014, there were an estimated 126.6 million mobile phone users in Brazil. This number was expected to increase to 139.2 by 2018. It is predicted that in 2018 there will be 72.5 million smartphone users in Brazil, a significant increase from 21.6 million users in 2012.
Majority of Latin America pays for mobile prepaid credit with cash, meaning often that there are long lines to convert cash to digital. However with the increased use of many mobile apps for payment purposes, users can not only make cash deposits and load prepaid cards but also pay utility bills, mobile phone bills, or even pay fares on public transportation.
As smartphone use continues to grow in Brazil, there are more opportunities for advertisers to increase their engagement with digital audiences. Due to the prevalence of mobile devices, marketing providers must have mobile tracking capabilities that include features designed to deal with the complexities in the mobile environment. Mobile advertisers should plan to reach consumers in Brazil with ads relevant to their location, language, device type, operating system, screen size and more.
More than a necessity, smartphones have become an ultimate gadget to our everyday usage. We need our smartphones to not only make our life easy but actually manage it. As the trend spreads, some of the untouched markets flourish with opportunities.
Successful digital marketing is dependent on the ability to see what’s working and what’s not, and to adjust the campaign policies accordingly. This demands real-time insight into marketing performance, including how the drives are performing across channels, partners, types of offers and creative strategies. Fortunately, today the marketers have access to large quantities of data that can provide this insight; however, without the right tools to evaluate massive quantities of data, the task can quickly become overwhelming.
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