NUMATEC, the leading independent MarTech conglomerate, unveiled today the NUMEES (New Marketing & Advertising Technology...Read More
NUMATEC, the MarTech company which recently acquired HEX in the U.S. market, is also expanding in Brazil; its subsidiary, EKN Solutions, is entering the Brazilian market. Portada interviewed NUMATEC‘s managing director and partner in Brazil, Alexandre Jordão, and NUMATEC COO Alejandro Leon about the Brazilian expansion.
With revenue of US $50 million and plans to reach US $100 million by 2024, NUMATEC is poised for significant growth organically and through M&A. A major market the company is betting on is Brazil. As a data-driven, omnichannel buy-side media company boasting one of LATAM’s most significant independent trading desks, EKN Solutions will strengthen NUMATEC‘s presence in Brazil. Its entry into the Brazilian market follows the departure of large-scale companies like Yahoo!, Canon, and Sony. Portada interviewed NUMATEC‘s managing director and partner in Brazil, Alexandre Jordão, and NUMATEC COO Alejandro Leon about the Brazilian expansion.
Asked about what types of customer needs are unmet in the Brazilian Marketing sector after the recent departures of global giants Yahoo, Canon, and Sony, Jordão, and Leon note that with “EKN, we’ve provided access to digital advertising services for search, display, video, social, mobile, and native. We know that traditional media consumption in Latin America continues to decline, which paves the way for the innovative MarTech companies held by NUMATEC. Some other unmet needs we can meet include localized data analytics and insights, multichannel attribution, data privacy and compliance, and cross-channel marketing.”
“Unmet needs we can meet include localized data analytics and insights, multichannel attribution, data privacy and compliance, and cross-channel marketing.”
“Latin America is a fascinating region with endless opportunities, but companies must understand local business operations’ market challenges and intricacies to succeed. We take very seriously our responsibility to recruit, retain and empower hyperlocal business leaders to service our valued clients,” says Leon. Successful marketing in Brazil also needs to address the legal and regulatory framework; laws governing the media sector, including broadcast licensing requirements, ownership restrictions, and advertising regulations, is unique in Latin America. “EKN complies with the regulations by CONAR (National Council for Self-Regulation in Advertising) and the General Data Protection law.,” the executive adds.
Marketing in Brazil: Large and Diverse
“Brazil is the fastest-growing market in Latin America, with nearly US $200 million invested in marketing technology startups and 30 mergers in 2020 alone. While Latin America averaged 73% of Internet penetration in 2021, that number was 85% for Brazil. Additionally, Brazil is the largest country in area and population in Latin America, which presents NUMATEC with a large and diverse market ripe with growth opportunities for MarTech businesses, Leon and Jordão assert. They add that “the technology and digital market is constantly changing. Only companies with the vision to anticipate what’s coming and make timely changes can adapt quickly and continue their sustained growth.” Leon and Jordão see growth opportunities because “many technologies and companies in the sector need help growing independently.” “At NUMATEC, we are prepared with multidisciplinary and multicultural teams that bring us closer to and accelerate the development of products and services that add value to brands and agencies. This can involve acquiring specific companies or developing and adding products to those we currently operate, for example, in EKN.”
Opportunities in E-Commerce, Social, and Influence
Since the pandemic has subsided, Brazilian consumer expectations are returning to pre-2020 levels. According to Jordão and Leon, “this new scenario requires businesses to improve their digital marketing capabilities to create personalized and consistent content that drives sales, loyalty, and brand awareness. NUMATEC can provide services in high-growth areas, including e-commerce solutions, social media and influencer marketing, data analytics and customer insights, and mobile marketing.” In terms of which economic sectors they see the highest growth opportunities in, they claim that “beauty, food, beverages, and pharmacies, have grown tremendously in the last two years.” “These are sophisticated categories with high standards, and at EKN, we are prepared to reach and surpass those standards. We have invested in a team that, on average, has over 20 years of experience in the industry, with backgrounds in companies like Yahoo!, OLX, Microsoft, Terra, Google, advertising agencies, media, etc., which allows us to offer tailored solutions with a thorough understanding of the business,” Jordão and Leon conclude.
“Latin America is a fascinating region with endless opportunities, but companies must understand local business operations’ market challenges and intricacies to succeed.”
Editorial Staff @portada_online
Portada’s mission is to help business and marketing professionals understand and reach consumers in the U.S. and Latin America. Our team members are based in New York City, Los Angeles, Miami, Mexico City, and Buenos Aires, Argentina. Credibility is our biggest asset: The Portada team is passionate about producing high-quality, independent content that helps drive forward Business and Marketing throughout the Americas.