Marketers in Brazil Double Down on Social Media

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The FINANCIAL — A February 2012 white paper from Microsoft Advertising, “Driving Word of Mouth with Social Advertising,” reported that 55% of heavy social media advertisers worldwide were planning on increasing their social media ad budgets in 2012.


According to eMarketer , a majority of marketers in Brazil and the US saw room for growing social media ad budgets in their countries, at 81% and 64%, respectively, compared to a minority of marketers in countries such as France, the UK and Canada. Marketers in Brazil have good reason to expect increases in social ad budgets: eMarketer forecasts social network users in Brazil will reach 75.7 million in 2012, for an internet user penetration rate of 87.6%.

According to the white paper, the No. 1 worldwide goal of social media marketers was increasing word-of-mouth, whether through rebroadcasting ratings and reviews or generating product and brand conversations on blogs or discussion boards. With social networks reaching so many internet users in Brazil, online word-of-mouth’s importance is almost a given.



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