Curious about digital advertising in Brazil? Gabriel Alves, Triggit Brazil’s Accounts Operations Manager, recently paid us a visit from our São Paulo office, and here’s what he had to say about digital advertising, his expert retargeting advice, and why he loves this industry.
What did you do before starting at Triggit?
My first “business” experience in the digital space happened when I was just 15. I bought some shoes from China and resold them online in Brazil. Many years have passed since then, and seven years ago I first joined the technology industry when I began selling B2B integration solutions. Later, I switched to work with marketing technology, providing the market with software solutions that enable large enterprises to communicate cross-channel with millions of people, on a 1:1 basis. Through this experience with web analytics, behavioral targeting and product recommendation technology, I discovered my passion for behavioral targeting media and the programmatic advertising space.
What do you love about working in the digital advertising industry?
I see tremendous growth potential for this industry in the next 10+ years. We’re still at an early growth stage in Brazil, and I want to be part of this innovation process, creating solutions to help the market deliver better, personalized experiences to connect brands and users. I love being part of the industry’s disruptive change in the way we buy media and present relevant, personalized advertising at massive scale.
How does digital advertising differ in Brazil compared to the rest of the world?
Brazil makes up the fifth largest Internet audience in the world and represents 40% of the entire Latin American audience (comScore). While close to 50% of the population uses the Internet in Brazil, compared to 80% in the U.S., Japan and Germany, most people are still in the early stages of knowing what this channel can provide to them. Given these facts, I believe Brazil has huge opportunity for growth in this area, and companies have been investing in people and technology to minimize this gap. It’s exciting to see the changes as users are getting more comfortable using the Internet to communicate and engage with their favorite brands in the digital space.
Another difference comes from the cultural aspect of Brazilians. We are people who love to socialize, and we like to be active in groups and discussions. This element of socialization is what makes Facebook and other social networks really huge here. Social networks have become a great channel for brands to engage with potential and existing consumers.
What advice do you have for your clients to drive successful retargeting campaigns?
Segment your audience! Users who put a product in their shopping cart but do not convert should be treated differently than someone who merely looked at a product, or someone who looked at a product and clicked to chat with an online attendant. A good segmentation strategy can have a huge impact on conversion rates.
Segment by products as well. Not all products have the same performance, or drive the same margin. Segmenting your products by best performers, for example, allows you to test different optimization strategies to drive even better performance for these products.
Tell a consistent message both online and offline. Users need consistent messaging even though they interact with your brand differently across various online and offline channels. Make sure you are telling the same brand message, and then adjust as necessary for each channel.
Leverage your retargeting partner’s expertise. Triggit provides full service account management, and our team provides significant value to our clients as our #1 goal is to drive better performance while increasing volume.
What digital marketing blogs/publications do you follow regularly?
If you weren’t in digital marketing, what would you be doing?
I would probably be in technology sales, or following one of my hobbies as a photographer or chef.
Just for fun…
What do you love most about living in Brazil?
Here is where I have all my family and close friends. People are friendly and very communicative. Our tropical weather and beaches are lovely. Food is great, and we like to party
Tell us something interesting about yourself!
I’m passionate about good food. I love creating new dishes in the kitchen – but do not put a recipe in front of me — I can’t even read through all the steps! I prefer creations from scratch. I also love extreme board sports such as wakeboarding and surfing, and different from what you might expect from a Brazilian, soccer and Carnaval are not my favorite things.
Contact us to learn more about Triggit’s international retargeting solutions.