This document discusses Brazil's large and growing digital market. It notes that Brazil has over 109 million internet users, the 4th largest number globally. Brazilian users spend on average 30 hours per month online and rank 2nd worldwide in social media engagement. While income distribution remains uneven, 38% of internet users are in socioeconomic classes AB. The market skews young, with 49% of users over 26. Mobile access is preferred, with fast 4G connections. The luxury market is also growing online as more Brazilians can afford luxury brands. Successful digital campaigns in Brazil test, learn, and adapt quickly using multiple channels. Both brands and agencies must work together using measurable goals to better understand customer behavior across cultures.

2. der brasilianische
Digital Market

3. der brasilianische
Digital Market
WELCOME TO THE JUNGLE

4. der brasilianische
Digital Market
WELCOME TO THE JUNGLE

5. der brasilianische
Digital Market
WELCOME TO THE JUNGLE HUGE INTERNET NUMBERS
more than 109 million users
(only 54% population)
en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_users

6. en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_users
der brasilianische
Digital Market
WELCOME TO THE JUNGLE HUGE INTERNET NUMBERS
more than 109 million users
(only 54% population)
Brazil is the 4th
most connected country
(China, USA, India, br, japan, russia, germany)
• 38% br users with daily access
• 87% br users at least once a week

7. en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_users
comscore media metrix / april 2014
der brasilianische
Digital Market
WELCOME TO THE JUNGLE HUGE INTERNET NUMBERS
more than 109 million users
(only 54% population)
Brazil is the 4th
most connected country
(China, USA, India, br, japan, russia, germany)
• 38% br users with daily access
• 87% br users at least once a week
Brazilian users spenD on average
30.3 hours/MONTH online

8. en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_users

9. comScore Brazil Digital Future 2014
der brasilianische
Digital Market
SOCIAL MEDIA LOVERS CONTENT PREFERENCES
Brazil ranks 2nd
Worldwide in Reach of the
Blogs Category (77.3%)

10. comScore Brazil Digital Future 2014
der brasilianische
Digital Market
SOCIAL MEDIA LOVERS CONTENT PREFERENCES
Brazil ranks 2nd
Worldwide in Reach of the
Blogs Category (77.3%)
Highly engaged with social content
• More time on Facebook than the
Mexican and Argentine Online Audiences
spend online combined (13 hours avg)
• Brands have seen +1000% increase in
Instagram since jan 2013
• SOCIAL MEDIA REFERRAL HAS MORE
RELEVANCE THAN REGULAR NEWS PORTALS

11. comScore Brazil Digital Future 2014 (DEZ 2013)

12. comScore Brazil Digital Future 2014 (DEZ 2013)

13. f/radar 14 DATA FOLHA
social MEDIA LOVERS user preferences
94% of the users log in at least on one
social network site frequently
(COMPARATIVE 2013 / 2014 PREFFERED SOCIAL NETWORK)
• VOLATILITY BETWEEN PLATFORM
PREFERENCES AND USAGE
der brasilianische
Digital Market

14. f/radar 14 DATA FOLHA (APRIL 2014)

15. der brasilianische
Digital Market
BRAZILIAN USERS
f/radar 14 DATA FOLHA
DEMOGRAPHICS &
ECONOMICS
EVENTHOUGH THE INCOME DISTRIBUTION IS
STILL UNEVEN IN THE COUNTRY, THE INTERNET
DISTRIBUTION HAS A DIFFERENT MIX
• 38% CLASS AB

16. f/radar 14 DATA FOLHA

17. f/radar 14 DATA FOLHA

18. f/radar 14 DATA FOLHA
der brasilianische
Digital Market
who are we talking to? DEMOGRAPHICS &
ECONOMICS
EVENTHOUGH THE INCOME DISTRIBUTION IS
STILL UNEVEN IN THE COUNTRY, THE INTERNET
DISTRIBUTION HAS A DIFFERENT MIX
• 38% CLASS AB
YOUNG MARKET & YOUNG PEOPLE
• 49% ABOVE 26

19. BOX1824 / WE ALL WANT TO BE YOUNG https://vimeo.com/16641689

20. f/radar 14 DATA FOLHA
der brasilianische
Digital Market
who are we talking to? mobile audience
PREFERED ACCESS POINT EVEN AT HOME
• CONVENIENCE
• FAST 4G CONNECTIONS AVAILABILITY
• SMARTPHONE NUMBERS GROWING
• LOOKING FOR A SEAMLESS EXPERIENCE

21. f/radar 14 DATA FOLHA (APRIL 2014)

22. GOOGLE THINK INSIGHTS | fashion-online-affluent-shoppers-luxury_research-studies.pdf
JANUARY 2013
der brasilianische
Digital Market
THE LUXURY MARKET
IN THE INTERNET
EMERGING COUNTRIES FINALLY HAVE ACCESS TO
BIG LUXURY BRANDS IN THE HOME MARKET AND
CUSTOMER BASE IS GROWING
• AVG. OF 3.3 CONNECTED DEVICES
• 97% ACCESS INTERNET DAILY
CUSTOMER JOURNEY
• 99% DID RESEARCH BEFORE BUYING
• AVG. OF 8.8 STEPS BEFORE BUYING
(54% OF THOSE STEPS USING ONLINE RESOURCES)

23. GOOGLE THINK INSIGHTS | fashion-online-affluent-shoppers-luxury_research-studies.pdf
JANUARY 2013

24. der brasilianische
Digital Market
THE LUXURY MARKET
IN THE INTERNET
WHY PEOPLE ARE WILLING TO EXPEND MORE
AND WHAT DO THEY EXPECT
• STATUS SYMBOL
• PAY MORE FOR BETTER QUALITY
• EXPECTS TAILORED CLIENT SERVICES
(BEFORE AND AFTER THE SALE)
GOOGLE THINK INSIGHTS | fashion-online-affluent-shoppers-luxury_research-studies.pdf
JANUARY 2013

25. GOOGLE THINK INSIGHTS | fashion-online-affluent-shoppers-luxury_research-studies.pdf
JANUARY 2013

26. der brasilianische
Digital Market
CASES
FIAT LIVE STORE
CANNES AWARDED

27. der brasilianische
Digital Market
CASES
HELLMANN’S #PREPARAPRAMIM
CANNES AWARDED

28. der brasilianische
Digital Market
CASES
NIVEA SUN KIDS
CANNES AWARDED

29. der brasilianische
Digital Market
CUSTOMER BEHAVIOR
& BRAND PROPOSITION
Creating and delivering values for a
sustainable brand return
• FROM PRODUCT PUSH TO CONSUMER PULL
(CHANGE COMMUNICATION MIND SET)
• Better understanding of consumer
behavior through Digital media
• Brand humanization process for
affinity building and leverage against
competitION
• Psychographic targetING

30. LACAN, Jacque Tripod
Real, Imaginary and Subjective.
der brasilianische
Digital Market
CUSTOMER BEHAVIOR
& BRAND PROPOSITION
Affinity building through consistent use
of communication messages AND CHANNELS
• mapping multiple channels
• different messages and formats
• coordinate actions and campaigns
PASSION
MASTERYBUSINESS

31. der brasilianische
Digital Market
LEARNING PROCESS TAKING ADVANTAGE OF THE DIGITAL MEDIA
VELOCITY AND LOW COST
• FLOW OF INSIGHTS DRIVEN CAMPAIGNS
• TEST, VALIDADE AND ADJUST
BEFORE GOING ON MAINSTREAM MEDIA
• MORE FREQUENCY / LESS VOLUME
• CREATE A LEARNING ENVIRONMENT
ABOUT GLOBAL CUSTOMERS DIFFERENCES
• ESTABLISH ROI
RETURN OVER INSIGHT

32. CRITICAL MASS
DAVID ARMANO

33. der brasilianische
Digital Market
CONVERTION FUNNEL
& MULTICHANNEL MGMT
MANAGING DIFFERENT CHANNELS AND
BUILDING A STRONG BRAND IMAGE INSIDE THE
CUSTOMER MIND.
• TAKE ADVANTAGE OF MULTIPLE MEDIAS
AND MULTIPLE FORMATS TO REACH CUSTOMER
• COORDINATE MARKETING & SALES
• SET MEASURABLE STEPS TO DIAGNOSE
COMMUNICATION / OPERATIONAL FAULTS
• RELY ON REAL TIME DATA TO TRACK
PERFORMANCE AND REACT FASTER

34. E-CONSULTANCY | CONVERTION FUNNEL
OLIVER ELLIOT

35. der brasilianische
Digital Market
AD AGENCIES
& CLIENTS NEEDS
AGENCIES AND CLIENTS HAVE TO WORK
TOGETHER TO REACH DESIRED GROWTH RESULTS
• CLIENTS NEED TO UNDERSTAND BETTER
HOW TO USE COMMUNICATION TOOLS
• AGENCY HAS TO TEACH CLIENTS ABOUT IT
• AGENCY & CLIENTS NEED TO SHARE THE
SAME MEASURABLE OBJECTIVES
• DIGITAL ENVIROMENT CAN BE EASILY
MONITORED AND TRACKED AS LONG AS YOU
KNOW WHAT KPIS YOUR LOOKING FOR
• BY THE END OF THE DAY, BOTH SIDES HAVE
TO TRACK SALES TO SEE IF GOAL WAS ACHIEVED

36. der brasilianische
Digital Market
what can we expect for
the near future
BETTER USING OF DIGITAL MEDIA AS AN
EXPERIMENTAL PLATFORM
INTEGRATE DIGITAL METRICS TO HELP KEEP
TRACK OF RESULTS IN FOREIGN MARKETS
SHARE KNOWLEDGE ABOUT LOCAL MARKETS TO
SUPPORT GLOBAL STRATEGY ON BUILDING
BRAND VALUE ACROSS DIFFERENT CULTURES
EMBRACE GLOBAL STRATEGY AND EDUCATE
LOCAL CLIENTS ON THE BEST RESULT IT BRINGS

37. Though this be madness,
yet there is method in 't.
hamlet
william shakespeare

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