Aloisio Pinto

Isobar Chief Strategy Officer

thought leadership

Before the Digital Maturity Index in Brazil (IMD), launched by Isobar in December 2019, was born, an intriguing question for the agency: How are brands using digital for business? "We have parameters in the market to identify how companies are in relation to others in terms of communication and engagement, but it didn't have on how Brazilian companies use digital to bill more, win consumers, generate preference, frequency," says Aloisio Pinto, Chief Product Officer at Isobar Brazil.

And then Isobar left for research, inspired by the experiences of units of the agency outside the country, creating its own methodology, in partnership with Cosin Consulting. Both companies are part of the Dentsu Aegis Network Group (DAN). The study analyzed 284 Brazilian brands, with only 12 reaching the highest level of digital maturity, with Nike, Magazine Luiza and Havan in the top positions. In other words, the reality of the numbers showed that digital is still underused by brands in Brazil.

Aloisio lists three great learning about the Brazilian market from the study. The first of them is that in general the search strategies and SEO of the brands, to increase their relevance in Internet search engines, are still very basic. "Companies are very bad at organic printing. The brands have a very strong word purchase strategy, but people avoid the links purchased".

Another point is that few companies work with integrated data. "The data that companies have and collect from search, mobile and social do not connect. Few have DMP or a database with data management. Others have bought DMP and do not use it. And all of this you can put together in a smart way to build relationships with the consumer, to deliver the best communication, which is not forced but relevant, almost like offering the service of helping you understand and choose what you need".

Digital has also been little used to generate business efficiency itself, Aloisio points out. "When we look at the top-ranked companies, they use digital very well to relieve their call center, offer services to people, create shopping experiences. They use the digital in a way that reduces other internal costs," says the advertiser. But, in general, in the other levels of the ranking, the brands are still far from that reality. "There's still a lot to evolve."

With this market diagnosis in hand, Isobar confirmed the notion that there is room for agencies to position themselves in the market to assist brands in their digital transformation processes. "It has an open lode that is to act as a great consultant, thinking about how we can transform the lives of people and brands, at the business level. Because advertising is not only communication. With technology, it permeates everything".

Aloisio advocates a proactive role for the agency in the relationship with its clients. "Many times we don't wait for the brief and we already identify the potential problems and gains for the brand, thinking about sales efficiency and what actions we can propose," he says.

He lists Isobar cases in which this type of action is already underway, such as with GM clients and Accor Hotels, with which the agency also works in the construction of products and services. "It's less about which insight of communication and more about which insight helps me transform the life of the consumer. At the end of the story, it's how to increase the value of brands in people's lives using technology".

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