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Cashback: a estratégia que fideliza e mantém o cliente conectado à marca

E-Commerce Update
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Cashback: a estratégia que fideliza e mantém o cliente conectado à marca

Imagine being rewarded for shopping? This is the cycle promoted by the benefit called cashback, which is nothing more than the company's action of returning part of the amount spent on a purchase to the customer to be used in a new opportunity in the store. This strategy, according to a study by IZIO&Co, which analyzed the purchasing behavior of over 5 million consumers across 24 retail chains, guarantees a 4.8 times higher retention in the six months following the purchase. Furthermore, the average spending of those who use cashback is 85% higher than that of consumers who do not have access to the benefit. In an increasingly competitive market, this technique has proven to be an effective strategy for customer loyalty.

According to Hygor Roque, Director of Brands and Partnerships at Uappi, a company specializing in e-commerce, “Cashback is a powerful strategy because it creates the perfect repurchase cycle. When the customer receives part of the purchase amount back, they start to see the store as a place that values relationships and offers real advantages.”

The importance of cashback in the omnichannel strategy

However, no one wants to have the surprise of accumulating cashback on a virtual purchase and upon arriving to use it in-store, being surprised by the phrase: "this cashback is only valid on the website." And vice versa. That's why the true differentiator happens when cashback is integrated into an omnichannel strategy. "Imagine the customer shopping online, using cashback in a physical store, and then being encouraged to return to the online environment with a new offer? This fluidity creates a continuous consumption ecosystem, keeping the customer engaged and loyal to the brand across all channels," explains Roque.

Cashback goes beyond simple money return; it creates an emotional incentive that strengthens the consumer's bond with the brand. When well implemented, cashback increases cross-selling and upselling opportunities, sales techniques used to raise the average ticket of customers by offering a more complete, up-to-date, or larger option of a product or service that the consumer was already going to buy.

Cashback Challenges and Customization

Despite the benefits, implementing an effective cashback program requires planning. Omnichannel integration is one of the main challenges, as the consumer expects a seamless experience across different purchasing channels. For this, the company needs to invest in a system that ensures synchronization between online and offline sales systems, with real-time updates.

Personalization is also essential to meet different customer profiles. Cashback programs can be adjusted based on purchasing behavior, offering greater benefits in favorite categories or creating incentives on special dates, such as birthdays. "CRM tools and data analysis are essential here, as they help segment the database and create more relevant and personalized experiences," he adds.

Metrics to evaluate cashback success

Some metrics can help measure the effectiveness of the cashback program:

  • Repurchase Rate: Indicates whether the cashback is effectively bringing the customer back.
  • Increase in Average Ticket: Measures whether the customer is spending more to enjoy the benefit.
  • Omnichannel Engagement: Evaluates how many customers are using cashback on more than one channel.
  • Retention Rate: Tracks loyalty over time.
  • Lifetime Value (LTV): Analyzes the impact of cashback on generating continuous value for the brand.

"Monitoring these indicators helps to understand if the program is delivering a positive return on investment and what adjustments can be made to further improve the customer experience," completes Hygor.

From reactive to proactive defense: The new cybersecurity landscape in 2025

Alessandro Buonopane
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From reactive to proactive defense: The new cybersecurity landscape in 2025

The cybersecurity landscape is about to undergo a significant transformation in 2025, primarily driven by the evolution of Artificial Intelligence (AI) and the sharp increase in costs associated with cyberattacks. With average global losses ofUS$ 3.32 millionper company in the last three years, according to a survey by PwC, and a third of Brazilian companies suffering losses of at least US$ 1 million in the same period, the need to strengthen digital defenses has become more critical than ever.

AI is emerging as a protagonist in this new phase of cybersecurity, shifting from being just an auxiliary tool to becoming an autonomous active defense agent. According to thereportCybersecurity Forecast 2025 by Google Cloud, 2025 will mark a significant turning point, with the consolidation of semi-autonomous operations and preparation for a future of fully automated digital protection. In Brazil, this movement is already evident, with 85% of companies increasing their investments in generative AI in the last 12 months, surpassing the global average of 78%.

However, this evolution brings new challenges and concerns. OnegivenAlarming revelation this year shows that 89% of IT leaders fear impacts on cybersecurity due to failures in Generative AI. Additionally, 87% of professionals express concern about the potential lack of responsibility for digital security due to overconfidence in technology. This scenario is even more complex when considering that only 2% of global organizations have fully implemented resilience actions in the area.

The use of AI to detect anomalies, respond to incidents, and anticipate threats will become increasingly prevalent, enabling much faster response times, one of the main current challenges in cybersecurity. However, this progress will not be without challenges. The maturation of AI models, trust in automated systems, and governance issues will be crucial to ensure that these technologies help without compromising the security and privacy of organizations. For companies, this will mean the need to review their governance policies, ensuring that AI is used ethically and in compliance with increasingly strict regulations.

The World Economic Forumhe addsanother layer of complexity by highlighting that 54% of corporate representatives consider thesupply chainInformation System (IS) as the greatest obstacle to cyber resilience. This concern is amplified by the increasing interconnection of supply chains, geopolitical tensions, and the rise of emerging technologies such as new AI languages and quantum computing. In other words, cybersecurity will therefore be a shared responsibility, requiring collaboration between companies, governments, and other entities.

In the Brazilian context, regulations have played a crucial role in strengthening digital security. A large portion of Brazilian leaders recently stated that regulations have encouraged increased security investments over the past 12 months, with 89% recognizing that these standards have helped strengthen their security postures. However, there remains a trust gap between CEOs and CISOs regarding the ability to meet regulatory requirements, especially concerning AI and cyber resilience.

Organizations also face significant financial challenges related to the implementation of Generative AI. While 75% of IT leaders agree that the costs of Generative AI in cybersecurity products are difficult to quantify, 87% believe that the savings generated by the technology will offset the investments. This positive outlook is counterbalanced by concern over the pressure to reduce the number of cybersecurity professionals, expressed by 84% of respondents.

In the national context, there is also a growing concern about financial scams, particularly those related to PIX. According to areportRegarding the topic, losses due to fraud are expected to grow by 39% by 2028, potentially reaching US$ 1.937 billion. This increase is directly related to the expansion of social engineering-based scams, which do not require advanced technical knowledge on the part of the criminals.

The future of cybersecurity and digital security for companies in 2025 and beyond will require a balanced approach between technological innovation and prudence. Companies will need to invest not only in advanced protection technologies but also in staff training, risk awareness, and the establishment of robust security protocols. Collaboration between the public and private sectors, as well as sharing threat information, could become increasingly crucial to building a safer and more resilient digital environment – and at the right price.

One in five Brazilian dating app users report being targeted by cybercriminals, according to Norton

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One in five Brazilian dating app users report being targeted by cybercriminals, according to Norton

With the increase in the number of users on dating platforms, the current scenario reveals the risks involved, as scammers are also exploiting people's search for love and companionship to carry out sophisticated romantic scams.

A new survey byNorton, the cybersecurity brand of Gen™ (NASDAQ: GEN), conducted with Brazilians, provides a snapshot of user habits and the risks of digital love. According to the survey, nearly four out of ten (37%) Brazilians are currently using a dating app, and many spend an average of almost 9 hours (8.69) per week on these apps. Among those who use dating apps, one in five Brazilians (21%) claim to have been targeted by a scam.

Iskander Sanchez-Rola, Norton’s Director of Innovation, explains that romantic scams are also known as online dating scams. "This type of scam occurs when a person is deceived into believing they are in a romantic relationship with someone they met online, but in reality, their other half is a cybercriminal. In this case, they use a false identity to gain the victim's trust and request their personal information or money. Thus, the cybercriminal can commit scams or gain financial advantages," warns.

Among Brazilians (21%) who reported having been targeted by cybercriminals, 85% were victims of a scam, the most prevalent being:

  • 41% of Brazilians have already been victims of romantic scams.A romance scam is when a person is tricked into thinking they are in a relationship with someone they met online, but it is actually a scammer using a false identity to gain the victim's trust and ask them for money.
  • 29% of Brazilians have been victims of Catfishing.It is the act of the scammer impersonating another person online, using photos and information about them or a fictitious identity. In some cases, thecatfishersThey can steal someone's identity, including their name, photos, and birthday data.
  • 27% of Brazilians have been victims of Sugar Daddy/Sugar Baby scamsIn this type of romantic scam, the scammer pretends to be a wealthy individual who wants to send money to a younger person in exchange for online companionship. After gaining your trust, the cybercriminal requests an initial fee or personal information before sending your allowance.
  • 23% of Brazilians have been victims of photo scams. Scammers seek to convince their target to send personal information in exchange for intimate photos.
  • 16% of Brazilians have been victims of fake dating sites.They are fraudulent dating sites that claim to be legitimate, but are actually full of scammers. These sites are created to mine information.
  • 15% of Brazilians have been victims of military romance scamsThe scammer pretends to be a military personnel, probably on duty. He builds a relationship of trust using jargon and military titles, then asks for money to cover expenses, such as flights back home, for example.
  • 15% were victims of sextortion scamsThis type of scam is particularly insidious, involving threats to disclose private or compromising information unless a ransom is paid, usually in cryptocurrencies. These scams start with phishing emails and exploit human emotions such as fear and shame.
  • 13% of Brazilians have been victims of malware scamsIn this case, the recipient interacts with a scammer who sends them a website that appears legitimate; however, it is a page that includes malware.
  • 12% of Brazilians have been victims of disease-related fraud or medical scams.These scams involve fraudsters pretending to offer treatments or claiming to suffer from false illnesses to steal money or personal information. This can include selling false cures, falsifying medical conditions to solicit donations, or impersonating health insurance agents to gain access to confidential data.
  • 9% of Brazilians have been victims of code verification scamsThe scammers send a fake verification code via email or text message, pretending to be a dating app or website. After clicking on it, personal information is requested, including credit card numbers.

Additionally: 8% of Brazilians have been victims of inheritance scams; 7% have been victims of visa or immigration scams; and 7% have also been victims of cryptocurrency or investment scams.

The security of dating apps

Norton's survey also analyzed the behavior and perceptions of Brazilians regarding the security of applications when seeking a relationship in the digital universe.

Almost seven out of ten (67%) of respondents who use apps said they had encountered suspicious profiles or messages at least once a week, which leads many Brazilians to seek to ensure their safety before any in-person meeting.

More than one-third of current online dating users (36%) in Brazil communicate with someone on a dating app for a week or less before they are willing to meet in person. However, most Brazilians (94%) take the following precautions, such as:

  • Search for the person on social media or the internet (57%)
  • Make a video call with the person(48%)
  • Message the person outside of the app or dating platform (42%)
  • Tell a friend or family member about your meeting plans before you go on the date. (40%)
  • Share your location with a family member or friend before meeting (38%)
  • Make a phone call with the person (32%).
To avoid falling victim to scams, Iskander Sanchez-Rola recommends that “dating app users remain alert for signs of fraud and take proactive steps to protect their personal information. In addition, it is essential to always maintain a healthy level of skepticism, avoid sharing sensitive data and never send money to strangers.”

Research methodology

The study was conducted online in Brazil by Dynata on behalf of Gen from December 5 to 19, 2024, among 1,002 adults aged 18 and older.

Twilio Releases New Edition of CDP Report for 2025

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Twilio Releases New Edition of CDP Report for 2025

The way companies manage customer data is evolving – and rapidly. In an era where personalization, privacy, and real-time decision-making are no longer optional, companies need a smarter approach to data. That's why Twilio presents the 2025 edition of the Customer Data Platform report, its latest in-depth study on how companies are leveraging customer data platforms (CDPs) to unlock new opportunities.

This year's report, based on insights from thousands of Twilio customers, reveals the key trends shaping the future of customer engagement. With the rise of technology systems combined with the growing synergy between data warehouses and CDPs, the findings make one thing clear: companies that leverage their data effectively will define the next era of customer experience.

“From the simplest to the most complex interactions, whether in the search for engagement, personalization, scalability or better use of technology, we always have the same starting point, where everything originates: data. Basically, the entire tree of actions, strategies and technologies is born from this single seed, which alerts us to the quality, quantity and refinement of this data”, says Vivian Jones, vice president LATAM at Twilio.

Below are four of the most important insights from this year’s report:

  • Interoperability is the key to MarTech success – Companies are abandoning rigid, monolithic platforms in favor of combinable technology systems – integrated ecosystems where the best tools in the category work together seamlessly. This flexibility promotes innovation and allows companies to quickly adapt to new needs;
  • Data Warehouses and CDPs are better togetherLast year, Twilio's clients synchronized nearly 10 trillion lines of data with cloud data warehouses such as Snowflake and BigQuery. Although warehouses provide scalable data storage, their true power is unleashed when integrated with a CDP, allowing companies to combine historical data with real-time insights for more personalized customer experiences;
  • Analytics remains a powerhouse- Analytical tools are the most connected category on the Twilio platform, reflecting their critical role in understanding customer behavior. Companies that integrate analyses with a CDP are making smarter, real-time decisions that drive deeper engagement.
  • The growth of AIpredictive- Last year, Twilio launched Predictive Traits, allowing companies to anticipate customer behavior using machine learning. The adoption of this feature increased by 57% this year, signaling a shift of predictive AI from a competitive advantage to an essential driver for smarter and more personalized customer engagement.

Top Customer Data Destinations of 2025

The report also explores which tools companies are prioritizing in their customer data strategies. The most connected categories on the Twilio platform include

  • Analytics (Google Analytics, Amplitude, Mixpanel) – 89%;
  • Data warehouses (Snowflake, BigQuery) – 52%;
  • Advertising (Meta Ads, LinkedIn, Google Ads) – 50%;
  • Raw data storage (Amazon S3) – 40%;
  • Marketing por e-mail (Customer.io, Mailchimp) – 35%;
  • Heatmaps and session recording (Hotjar, FullStory) – 33%;
  • Customer success platforms (Zendesk, Gainsight) – 25%;
  • Sistemas CRM (Intercom, HubSpot, Salesforce) – 14%.

These categories highlight how companies are orchestrating customer data across multiple platforms to create seamless, data-driven experiences.

Why is this important?

The explosion of MarTech tools over the past decade has created a paradox: although there is a push towards consolidation, the reality is that companies are using more tools than ever to meet specific and critical needs. Integration has become the connective tissue that keeps these technologies together, allowing companies to leverage specialized tools while maintaining a continuous flow of data.

MarTech is a vast and growing industry, with thousands of participants, and some level of consolidation is always in the air. Now, a recent series of mergers and acquisitions has everyone on alert. A Uniphore acquired ActionIQ, a Contentstack adquiriu a LyticsandRokt has announced its merger with mParticle– all of the deals were announced within weeks of each other, all centered around the acquisition of a customer data platform.

These measures signal a growing recognition that customer data is at the heart of modern marketing technology. But consolidation alone does not solve the complexity that companies face in managing their technology systems.

What these recent acquisitions have really done is just create new point solutions, linking the CDP to a specific application or channel, which is limiting by definition.

Instead, a customer data platform should be part of an open architecture, seamlessly integrating communication channels, data sources, and AI capabilities, with flexibility to add customized solutions. The report makes it clear that this is how companies create unified and integrated customer experiences at every touchpoint.

The recentTwilio joins the MACH Alliancereaffirms its commitment to enabling composable, open, and future-ready architectures. The MACH (microservices, API-first, Cloud-native, and Headless) structure represents the best standard in the category for building modular technology systems. By joining the alliance, Twilio signals its alignment with the principles of flexibility and interoperability – values that are critical as companies seek to adapt to the evolving landscape of customer data.

However, not all integrations are created equal. Many large software packages promise interoperability but fall short due to fragmented data models and limited documentation, causing companies to rely on costly custom integrations. On the other hand, Twilio's platform was designed with openness at its core, ensuring that companies can connect tools seamlessly and unlock the full potential of their data.

To learn more, read the full reporthere.

The power of Creative Automation in media campaigns

Thiago Carneiro
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The power of Creative Automation in media campaigns

In the era of digital marketing, consumers demand increasingly personalized and relevant experiences for themselves. On the other hand, offering this customization on a large scale without increasing production costs has become one of the biggest challenges in advertising.

Today, each audience segment demands personalized messages, requiring the production of a large amount of materials for different channels and formats. This is because now campaigns need to be tailored to very specific audiences, taking into account their behaviors, interests, and demographic data. To make it even more complicated, we have the use of A/B tests – which are crucial for working with hypotheses and creative variations, increasing the effectiveness of campaigns.

Obviously, this level of detail is a leap compared to what was done before, but it also exponentially increases the complexity of the process. Without the right tools, this new process is likely to become financially unviable, as well as an impractical burden on creative teams.

Based on the information highlighted in the document "Creative Automation: The Exponential Future of Marketing Has Arrived" by Oliver Latin America, 74% of professionals working in the creative field state that most of their time is spent on repetitive tasks.From there, automation comes into play. Tools driven by recent AI advancements are already generating ad variations almost instantly. Through a few commands, the tool adjusts elements such as colors, layouts, texts, and images based on behavioral data presented to it. We are not just talking about time savings, but mainly about operational costs. What used to require a focused team for days or weeks is now done in minutes by the machine.

Scalability is also a strong point of automation. With AI, brands can adapt their creatives to different platforms and formats dynamically, meeting the specific needs of each audience. This includes everything from adapting campaigns for various channels to automatic translation of content, essential for companies with international operations. Not to mention the organizational impact, since creative teams no longer have to worry about repetitive tasks, allowing them to focus on more strategic business activities.

When we return to A/B testing, creative automation becomes even more valuable. Instead of manually testing variations, generative intelligence optimizes elements with the greatest potential for success based on historical and behavioral data. The result of this is tests on a true large scale and creative adjustments in real time as the results appear. We are talking about a process that is more efficient, yet simple, fast, and inexpensive.

The final account is simple: more personalized ads tend to generate higher engagement, which translates into better conversion rates and, consequently, a much higher ROI. Brands that are currently benefiting from creative automation are doing more with less, delivering higher-impact campaigns at lower cost and time. The advertising era has changed: those who do not automate their campaigns more efficiently and intelligently are leaving money and opportunities on the table.

Company specializing in app optimization predicts 50% growth in 2025

E-Commerce Update
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Company specializing in app optimization predicts 50% growth in 2025

After a 2024 of intense growth, reaching 24% in the second semester compared to the first, RankMyApp predicts takeoff in 2025. By investing in improvement tools and generative artificial intelligence, the company, a leader in app optimization and marketing, plans a sustainable expansion of 50% this year. The goal is to raise the EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) to 21%.

With a focus on reducing costs and maximizing the use of AI, in October 2023, the corporation reached the break-evenand has been in the blue since then. "The most important thing is that this was done sustainably, that is, keeping the company profitable, with an average EBITDA of 18% per year. This shows that it is possible to scale a startup without burning cash, as is the traditional model."Leandro Scalise, CEO of the company.

RankMyApp serves giants like Itaú, Nike, and Banco do Brasil. The business managed to reach over 600 clients in 17 different countries through the expansion of services beyond apps over a decade of operation. When it started offering data intelligence for channels such as websites, Customer Service (SAC), and Customer Relationship Management (CRM), it enabled access to valuable information such as multichannel attribution analysis, audience generation, segmentation, calculation of Customer Lifetime Value (LTV), and Return on Advertising Spend (ROAS).

The CEO also points out that investment in generative AI was crucial for the development of the business. "We have already used models of"machine learningto do sentiment analysis and categorization ofreviews for the apps. But in the last year, the use of GenAI has greatly accelerated process efficiency, which has generated more value for our product's customers as well as cost reductions and margin improvements internally," he points out. According to data from Bain & Company and Goldman Sachs, investment in generative AI is expected to reach $1 trillion by 2027.

"Today, using GenAI, we can analyze a volume of data that a marketing analyst would take a whole day in 12 minutes, and correlate more channels and information than a human could," continues the CEO. With artificial intelligence models, the organization can perform analyses ofbenchmarks, estimate ofdownloads active users of competitors, as well as analyses of cancellations and potential points to improve engagement.The executive notes: "Customers increasingly want to analyze the user across all their channels, whether it's an app or a website."

In recent years, the company has generated greater value by centralizing clients' marketing data—whether from organic and paid channels or user re-engagement—developing models based on internally stored information and the client's private data. In all processes, RankMyApp considers the current regulations, such as the General Data Protection Law (LGPD) and the General Data Protection Regulation (GDPR), depending on the country.

The Power of Instagram in Creating Successful Digital Businesses

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The Power of Instagram in Creating Successful Digital Businesses

Instagram has established itself as one of the most powerful tools for digital entrepreneurs in Brazil. An example of success isVanessa de Andrade, physiotherapist and physical educator specializing in Pilates, who used social media to create a scalable and accessible business, impacting thousands of people. With over 140,000 subscribers on YouTube and an active profile on Instagram, Vanessa transformed her technical knowledge into a digital teaching platform, offering practical Pilates classes for those who want to practice at home.

Vanessa saw the opportunity to bring the Pilates method to an audience that, often, did not have access to traditional studios, whether due to financial, time, or physical limitations. For this, an innovative methodology was developed, using everyday objects such as chairs and broomsticks, making the exercises accessible and effective for all ages, especially for people over 50 years old.

“Over the years, I realized that many people wanted to practice Pilates, but faced difficulties such as travel and costs. That's when the idea of sharing online classes came about, allowing anyone to enjoy the benefits of the modality without leaving home”, he explains.Vanessa.

Digital strategy and growth in networks

Vanessa's business growth was mainly driven by Instagram and YouTube, where she shares educational content and free classes. On Instagram, the physiotherapist uses an engagement-focused strategy, answering questions, sharing student testimonials, and showcasing the benefits of Pilates in daily life.

The impact of social media on Vanessa's reach is evident. Your YouTube channel, "Pilates Program at Home – Vanessa de Andrade," grew organically thanks to the production of videos aimed at an audience seeking quality of life and well-being. Instagram complements this strategy by allowing direct interactions with your followers, strengthening your authority in the niche and increasing public trust.

In addition to engaging with followers, Vanessa uses social media to offer paid programs, monetizing her knowledge through online classes. This approach allowed the business to scale without the need for a physical space, reducing operational costs and expanding the impact of its methodology.

The digital entrepreneurship revolution in the wellness sector

Vanessa's story reflects a change in the wellness and health market, where digitalization has enabled the democratization of access to practices like Pilates. The success of the physiotherapist reinforces how Instagram and YouTube can be effective tools for physical educators, physiotherapists, and other professionals in the field who wish to expand their reach beyond physical barriers.

With a model based on delivering value and connecting with her audience, Vanessa de Andrade managed to build a solid digital business, demonstrating that it is possible to undertake and positively impact people's lives through social media. "The digital does not replace in-person experience, but it is a path that broadens possibilities and brings together those who need guidance with those who have knowledge to share," concludes the specialist.

AI and quantum computing will drive innovation in the cloud this year

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AI and quantum computing will drive innovation in the cloud this year

The year 2024 was marked by the acceleration of the cloud worldwide – including in Brazil, where the cloud environment has been adopted by companies due to its scalability, cost reduction, and flexibility. Without the complexity of physical infrastructure, the cloud accelerates innovation and business development.

According to Gartner, by 2028, more than 95% of new digital initiatives will be based on native cloud platforms – and this demand will cause the cloud to incorporate even more technological resources – such as AI and quantum computing – and also mature some approaches that are not exactly new – such as multicloud and hybrid environments. In this regard, we have outlined the main trends that should guide cloud development this year.

AI is at the heart of cloud transformation

Artificial intelligence has transformed various sectors, and cloud computing is no exception. This year, AI will not just be another service running in the cloud — it will be the intelligent force optimizing cloud operations. This advancement allows the cloud environment to have advanced automation capabilities, enabling real-time resource allocation and automated scaling – which should lead companies to manage costs and performance more efficiently.

Hybrid and multicloud strategies continue to expand

The adoption of hybrid cloud and multicloud strategies is expected to continue growing in 2025 – as they provide a more flexible and secure approach.

Hybrid cloud enables organizations to move data and applications between different environments seamlessly, providing scalability that is difficult to achieve with traditional infrastructures.

Multicloud, which involves using different cloud service providers simultaneously, enables the optimization of environment performance and availability. The flexibility to choose the best solutions from each provider and the ability to avoid dependence on a single provider are the key points for adopting multicloud environments.

Additionally, multicloud facilitates the implementation of business continuity and disaster recovery practices, making it essential for companies seeking resilience and agility in a rapidly evolving technological landscape.

Managed cloud services set to gain more traction

Managed cloud services are gaining traction as the environment becomes more complex – with the integration of hybrid and multicloud – requiring management of multiple technology vendors.

Managed service providers offer ongoing support, monitoring, and resource optimization, allowing companies to focus on their core activities. In Brazil, companies have been adopting managed cloud services to improve efficiency and reduce administrative burden. This trend is particularly relevant for companies that lack internal cloud management expertise.

Servless computing: simplifying infrastructure for scalable solutions

Serverless computing is transforming the way software services are built and deployed, reducing the need for infrastructure management.

This approach allows companies to focus on application development, while cloud providers handle scalability and maintenance. This has several benefits, including faster time to market, scalability, and lower costs for new service deployments. Given these advantages, serverless computing will see widespread adoption among companies worldwide in the coming years.

Quantum Computing as a Service: Generalizing Quantum Computing through the Cloud

Quantum computing is beginning to find applications in the real world. And access to this technology will occur through cloud services, with offerings from major providers who are expected to make quantum resources more accessible.

While the mainstreaming of quantum computing as a service is still in its early stages, its potential impacts are profound: from breakthrough drug discoveries to strong cryptography, quantum cloud services will be the foundation for innovation.

DevEdgeOps: DevOps para a era da Edge Computing

Edge computing is transforming the way data is being processed and used. Unlike traditional cloud methods, edge computing brings computational power directly to the data source. DevEdgeOps is a specialized approach that combines the agility and automation of DevOps with the specific requirements of edge environments, delivering greater operational speed.

Infrastructure as Code

Automation and infrastructure orchestration are becoming increasingly important for managing complex cloud environments. Infrastructure as Code (IaC) tools enable companies to provision and manage cloud resources in an automated and consistent manner.

In Brazil, companies are adopting IaC to improve operational efficiency and reduce the risk of human errors. Infrastructure orchestration also facilitates the implementation of disaster recovery and business continuity strategies, ensuring continuous service availability.

In summary, the trends in cloud computing technologies for 2025 are shaping a future where the cloud becomes an essential component of companies' digital infrastructure. In Brazil, the adoption of these trends is enabling companies to innovate, improve operational efficiency, and respond to changing market demands.

By Átila Arruda, Sales Director at Solo Network

Ways to make e-commerce marketing more assertive in 2025

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Ways to make e-commerce marketing more assertive in 2025

Increasing traffic and boosting conversions are two of the main desires of e-commerce managers worldwide. Reaching these goals is not usually an easy task, but marketing strategies often serve as important allies in this process.“Using the right tools, at the right time, with the ideal message, for the target audience can help increase the conversion rate of online stores by up to 30%”, says Felipe Rodrigues, CEO ofIt sent– multichannel platform specialized in tools for e-commerce automation.

According to Rodrigues, having an intelligent marketing strategy is essential, including for developing brand awareness and customer loyalty. They should be added to automation tools to generate satisfactory results.

Among the solutions for marketing automation, Rodrigues suggests the use of options such as tools that generate Personalized Triggers, to create the desire to purchase; Smart Repurchase, which signals that a certain product of recurring use is close to the end; Navigation Abandonment, which invites the consumer to return to the purchase journey; Cart Abandonment, which provides reminders about purchases not completed; and others, which offer complete 'coverage' for practically every type of situation and consumer behavior.

“One piece of advice I often give to online store managers is related to the use of marketing automation to benefit operations. It’s worth, for example, running tests related to communication with consumers and evaluating which ones generate the most returns.”, explains the CEO of Enviou.

According to Rodrigues, upselling or cross-selling products can be a smart action to attract customers or increase the average sales ticket. Similarly, it is interesting to create personalized communications that show the consumer a certain attention regarding their preferences.“A marketing email reminding you that a certain item on your wish list is on sale, for example, can generate sales. So can a welcome email to a new customer, with a discount or free shipping coupon.”, teaches.

The specialist also advises on the intelligent use of data generated by the business itself. An idea that often generates good returns is to identify regions with a large concentration of customers and create special actions for these special locations. Rodrigues also indicates that loyal customers should be rewarded, whether through loyalty programs or other mechanisms. "Creativity can and should be taken into account to positively surprise these consumers," concludes the CEO of Enviou – a multichannel platform specialized in tools for e-commerce automation.

Discover five professional courses that can boost your career

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Discover five professional courses that can boost your career

Enrollments in vocational education increased by 27.5% over a two-year period, according to the latest School Census released in 2024. This shows the interest and the need that people are having to professionalize themselves.To boost your career and stand out in the job market, investing in courses can be a great differentiator. Eleandro Costa, CEO and partner of Jumper! Professions and Languages, selected five course options to unlock your professional journey:

Foreign language

Learning a foreign language can be the turning point your career needs. English is the most spoken language in the world, opening doors to academic and professional opportunities. "Those who speak English or Spanish are a step ahead when applying for a job. the market is in need of fluent speakers and it is possible to start learning at any age," explains Eleandro.

Oratory

The Public Speaking course is intended for all who wish to improve their skills in speaking in public or in individual contacts. "The course enhances persuasion skills and conveys greater credibility through communication and verbal expression. Having a good idea is not enough if it is not well conveyed and articulated. The goal is for this professional to develop good communication skills in daily life and especially in the job market," explains the CEO of Jumper! Professions and Languages.

Junior Executive/Administration

Management and administration skills are always necessary, especially in dynamic corporate environments. Providing a solid foundation and preparing students to work efficiently in different sectors. "Soft skills, or interpersonal skills, are personal characteristics that influence how we relate to and interact with others. They are essential in various areas, especially in entrepreneurship. Employers seek candidates who not only have technical skills but can also collaborate effectively, build relationships, and handle emotional challenges. Investing in the development of these competencies can lead to better results, greater job satisfaction, and a healthier organizational environment," he comments.

Sales, Marketing and Advertising

With the growth of digital marketing, professionals who understand sales and marketing are essential for companies. "The market offers various opportunities for those who master this subject. For those who train themselves, it is possible to achieve excellent financial returns," said Eleandro.

Industrial maintenance technician

Equipment maintenance is crucial for the efficient operation of factories, making this a promising field. Prepares professionals to diagnose, repair, and optimize machines and equipment used in the industry. With a practical and solution-focused approach, with a comprehensive view of the sector's needs.

The CEO of Jumper! Professions and Languages highlight that vocational courses play a fundamental role in training for an increasingly competitive job market. "These training programs allow students to develop specific skills, increase their employability chances, and achieve career growth," he/she/they concludes.

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