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Digital solutions offer alternatives to savings, providing greater profitability and security

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Digital solutions offer alternatives to savings, providing greater profitability and security

For many Brazilians, money saved in a savings account means security, but it limits the potential gains compared to other investment options. With the advancement of digital solutions, new tools that combine security and profitability are emerging as alternatives to this model. Smart Save is a platform that allows automatic investments, hassle-free, and accessible to those who still feel insecure about risking in more volatile investments.

According to a study by the Brazilian Association of Financial and Capital Market Entities (Anbima), 65% of Brazilians still consider savings accounts as their main financial investment. However, this choice can often result in losses when the return falls below inflation. Platforms like Smart Save bring a new way to monetize capital without requiring technical knowledge, using technology to turn small amounts into earning opportunities.

Marilucia Silva Pertile, startup mentor and co-founder ofStart Growth, the company that invested in Smart Save to boost its growth in the market believes that the platform is a practical and modern alternative for the more insecure audience regarding finances. "The platform restores the habit of saving small amounts, but with a differential in profitability and without the complexity of other investments. With automatic rounding of values, it adapts the piggy bank concept to everyday life, promoting a safe and efficient way to save and invest," it states.

Solutions that facilitate the habit of investing

One of the greatest contributions of digital platforms is helping users develop the habit of investing. Apps like Smart Save enable users to start investing easily and without pressure, allowing them to better understand their financial potential and feel more confident to explore new earning opportunities.

Marilucia highlights that the alternatives help people develop a healthier relationship with money. "These tools are important to encourage recurrence, essential for any wealth building. The investor who uses Smart Save feels that, even without knowing all the market details, they can indeed make their money grow. Financial learning comes organically, with the user gaining confidence in their results," comments the specialist.

She notes that Smart Save's differential lies in the combination of technology with simplicity of use, encouraging the population to build a financial future with a more practical approach.

Transforming the vision of savings in Brazil

The 7th edition of the Brazilian Investor X-ray, conducted by Anbima, showed that 37% of the population invests in financial products. Security is identified as the main advantage for financial applications, mentioned by 44% of investors, followed by financial return (28%) and liquidity (6%). These data show that, although savings remain the most common choice among Brazilians, there is a growing trend of diversification of investments, with increased interest in alternatives that offer better returns.

With the growth of fintechs and digital tools, Mara believes that Brazilians will start exploring new ways to make their money grow. The integration of platforms like Smart Save with banks and financial institutions shows that the market already sees value in simplifying the investment process, catering to the country's conservative profile. Marilucia believes that, for many, these tools represent the first step in a journey towards financial independence.

"With the use of these platforms, more and more Brazilians, even those who limited themselves to savings accounts, are adopting the habit of saving money in a practical and secure way, paving the way for new forms of economy," he comments. For her, Smart Save and other digital solutions are the starting point for affordable and gradual investing, without compromising security.

Brasil Publisher Awards announces the first names that will make up the jury

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Brasil Publisher Awards announces the first names that will make up the jury

The Brazil Publisher Awards (BPA) is preparing for its debut, celebrating and recognizing excellence among Brazil's websites, publishers, and digital portals. The award event will take place on December 2nd at Hard Rock Cafe, in Curitiba – PR, and registrations can be made until November 8th viabpa.anpb.com.br.

The evaluation process will be supervised by a jury of experienced professionals, ensuring a rigorous analysis based on criteria of content quality, innovation, social impact and sustainable practices.

“The choice of the judges highlights the event’s commitment to excellence and innovation, setting a high standard for celebrating best practices in the sector,” highlights Marcelo Petrelli, president of ANPB.

Jurors confirmed

Alexandre Mortari Berti, a journalist with 24 years of experience in digital media, worked in large newsrooms as a reporter, writer and editor at UOL, R7 and MSN, and currently works as Head of Publishing at Teads.

Chaun Gabriel Haj Mussi,has certifications in Google Ads and knowledge in SEO, inbound marketing and Google Analytics 4, currently he is a CRM analyst LATAM at Similarweb.

Oscar Morao, graduated in systems engineering, has extensive experience in Ad-Tech, currently works at Criteo as a Technical Solutions Engineer.

Thiago Ribeiro da SilvaDigital marketing professional with 16 years of experience, the last 11 years fully dedicated to the online media department. Today is Media Manager at DeBRITO agency.

Thianna Aragon, she stands out for her extracurricular activities, which include ESG scholarships at the University of Vienna and luxury marketing at CUOA Business School in Italy. Currently, Thianna is Customer Success at Similarweb.

Gabriel Artacho HernandesProfessional with over 14 years of experience working with partnerships with national and international publishers. Experience at Yahoo! Brazil, Criteo, Taboola, Teads, and currently serves as the Partnerships Director at ShowHeroes Brazil.

Diego Pugliese, acts as Business Development Manager at Viads, one of the largest players in the Brazilian video advertising market.

Luiz Vinicius Civille, an AdTech specialist, plays a key role in expanding partnerships with publishers in local and international markets as Publisher Partnerships Manager at Yandex (Yandex Advertising Network).

Ticiane Pfeifferhas a career in the field of communication and education. He is currently the superintendent of AERP – Associação das Emissoras de Rádio e Televisão do Paraná.

Gabriel Correa Barroso Souto, an advertiser with over 20 years of experience in the commercial area and specialized in digital marketing and crossmedia, Gabriel holds the position of Sales Lead at Seedtag.

Rodrigo Biscaia Virtuoso, with a degree in administration, works as a Digital Intelligence Specialist at Similarweb.

In addition to the eleven jurors already confirmed, the Brazil Publisher Awards will further expand its panel of experts, bringing in new names to contribute with different perspectives and knowledge of the digital market.

This expansion of the jury aims to enrich the evaluation process, ensuring that each category is judged with a greater diversity of insights and expertise, guaranteeing a fair and representative award for innovation and quality in digital publications.

“We will have the chance to highlight the efforts of everyone involved in producing relevant content, especially those who represent regional voices. I am excited about the positive impact this award can have on our market,” says Gorete Vieira, ANPB advisor and BPA supporter through the PE Media Office.

The finalists will be celebrated with certificates of recognition, highlighting the relevance and impact of their work. "The award not only honors talent but also encourages continuous innovation in the Brazilian digital landscape. The BPA will establish a significant milestone for the sector, promoting excellence and progress in digital publications," explains Riadis Dornelles, COO of PremiumAds.

Promoted by the National Association of Publishers of Brazil (ANPB) and co-organized by ad-tech PremiumAds, the BPA has the master sponsorship of MGID and support from ShowHeroes, Seedtag and Escritório de Mídia.

Service:

Brasil Publisher Awards (BPA)

Official website:bpa.anpb.com.br

Registration: 10/17 to 11/08

Little used in retail, Artificial Intelligence can revolutionize the segment

Guilherme Mauri
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Little used in retail, Artificial Intelligence can revolutionize the segment

De acordo com a pesquisa “The State of AI in Early 2024: Gen AI Adoption Spikes and Starts to Generate Value”, realizada pela McKinsey, em 2024, 72% das corporações em todo o mundo já adotaram o uso da Inteligência Artificial (IA). No entanto, a realidade no setor varejista é bem diferente. Conforme o relatório “Perspectivas da Agenda CIO para a Indústria e o Varejo”, elaborado pelo Gartner, revela que atualmente menos de 5% das empresas desse segmento utilizam soluções de IA para criar dados sintéticos de clientes, que simulam dados reais.

Nesse contexto, é animador saber que, conforme o relatório do Gartner, até o final de 2025, nove em cada dez varejistas planejam implementar a IA para transformar a jornada do cliente de maneira mais personalizada e eficiente. Além de aprimorar a experiência de compra do consumidor, a tecnologia em questão é capaz de revolucionar a forma como é feito o gerenciamento das operações do comércio, possibilitando análises precisas  e estratégicas.

Dentre os muitos benefícios que a IA pode acarretar para o varejo, podemos destacar a possibilidade de coletar, armazenar e explorar dados para a identificação de padrões de compra dos clientes, compreensão dos produtos com maior saída e previsão da necessidade de reposição de mercadorias. Tal recurso auxilia na redução de custos com estoque desnecessário, desperdício de produtos e preparação para picos de demanda devido à sazonalidade.

Com um banco de dados estruturado pela IA, os varejistas podem desenvolver estratégias de marketing direcionadas, promoções segmentadas, ofertas especiais e recomendações individualizadas. Dessa forma, além de impulsionar as vendas, a tecnologia contribui para a fidelização do cliente.

It's a win-win situation, after all, the retailer should have better results, while customers will always have their favorite products and brands available and, often, with promotions.

A IA também promete ajudar muito o varejista no gerenciamento operacional e financeiro das suas lojas, auxiliando a controlar melhor o estoque, evitando perdas. Um exemplo disso, é a “pick list”, que seria a “lista de compras de estoque” do varejista para aquele momento. A IA já consideraria o estoque atual, dinheiro em caixa, previsão de vendas para os próximos dias ou semanas (considerando sazonalidade) e datas de vencimento dos produtos, para gerar uma lista de compras certeira. Um procedimento de compras mais assertivo diminui prejuízos e auxilia no fluxo de caixa do varejista, que pode repassar esse ganho no preço do produto final para o consumidor, fazendo a máquina de vendas girar mais e melhor.

Em resumo, a IA está disponível para os varejistas e pode capacitá-los a tomar decisões mais informadas, otimizar suas operações e proporcionar uma experiência mais personalizada aos consumidores. Ao adotar essa tecnologia, os empreendedores podem competir de forma mais eficaz em um mercado que se apresenta altamente dinâmico e competitivo. Nesse cenário, espera-se que o mercado global de ferramentas de IA no varejo cresça exponencialmente, alcançando, segundo projeções da Statista, US$ 31 bilhões até 2028. Com essas inovações, a IA não apenas vem para ajudar, mas também para transformar radicalmente suas vendas, tornando-as mais ágeis, eficientes e centradas nos clientes.

Black Friday 2024: FGV reveals most searched stores and product categories

E-Commerce Update
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Black Friday 2024: FGV reveals most searched stores and product categories

Black Friday 2024 promises to be one of the most impactful shopping events of the year, scheduled for November 29th. Among the most searched items, by product categories, refrigerators lead the searches, followed by fans, iPhones, TVs, and sneakers. The survey was conducted by FGV/CEMD (Center for Studies in Digital Marketing at Fundação Getúlio Vargas), using the Buzzmonitor software. According to the Center, the term "Black Friday" has generated over 49,000 mentions on social media in the past seven days, since October 29.

The FGV/CEMD Coordinator, Lilian Carvalho, highlights that the Brazilian economic scenario in 2024 shows signs of recovery and optimism, driven in part by the payment of the 13th salary, which increases consumers' purchasing power. Luxury items, on the other hand, are not at the top of wish lists, indicating that, although the moment is positive, the pursuit of stability and functionality still guides purchasing decisions during this important retail event.

"Even with this improvement, this year's Black Friday reveals a clear trend: consumers are prioritizing the purchase of essential household items, such as refrigerators and TVs, as well as daily use products like fans and sneakers. This reflects a cautious attitude still present among Brazilians, who, despite favorable economic conditions, prefer to invest in products that offer practical and immediate utility," says Lilian Carvalho.

Instagram stands out as the platform with the highest volume of mentions, accounting for 87% of interactions, and according to the analysis, most discussions are led by women (71%).

“Surprisingly, 97% of the posts have a positive sentiment, indicating widespread optimism regarding the event, unlike what was observed in previous years, when consumers were wary of the real advantage of taking advantage of the promotions,” assesses the FGV/CEMD coordinator.

Regarding the engagement of large retail chains on social media, Havan stands out on Instagram, occupying the top three positions with over 57,000 interactions. On Facebook, the most engaged brands so far are, in order, Havan, Leroy Merlin, Pernambucanas, and Magazine Luiza. On X/Twitter, Americanas leads in interactions.

Only in October, the term Black Friday had over 380,000 searches on Google. The most searched brands by consumers include, in this order: Vivara, Casas Bahia, Amazon, Americanas, Boticário, Magalu, Mercado Livre, Claro, Kabum, Decolar, Natura, TIM, Sephora, Azul, and CVC.

AI in customer service: balance between technology and humanization

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AI in customer service: balance between technology and humanization

In the current scenario, technology, especially Artificial Intelligence (AI), has proven to be a valuable ally in improving customer service efficiency. With the power to automate processes and optimize resources, AI helps companies provide quick and efficient responses. However, the human factor is still essential to ensure empathy and quality in interactions with consumers.

According to Zendesk's research, 43% of Brazilian consumers felt ignored when dealing exclusively with automated solutions. This data highlights the importance of balancing the two aspects. According to a Genesys study, 80% of respondents preferred to speak with a human agent when contacting Customer Service (SAC). Furthermore, 67% of consumers would abandon contact if they were unable to interact with an employee.

The balance between AI and humanized care

For specialists in the field, the combination of the two alternatives is the most promising path. According to theheadTotal IP Sales Manager Tiago Sanches says, “there is no point in having a high-quality product or service if the support is not efficient. Customer satisfaction depends directly on this integration.”

The benefits of this combination

Personalization in service:AI is capable of collecting and analyzing data. Thus, companies offer more personalized approaches, increasing customer satisfaction and loyalty.

Greater operational efficiency:Automating simple tasks, such as request screening, allows employees to focus on more complex and urgent issues. This optimizes resources and reduces operational costs.

Improved customer experience:solutions likechatbotsThey guarantee swift and continuous service across various communication channels. At the same time, interaction with people enables active listening and high-quality dialogue.

Culture of innovation:The constant technological evolution encourages companies to innovate and continuously train their teams. In this way, it strengthens the relationship with the audience and ensures competitiveness in the market.

The use of AI in customer service shows significant advances, but the human factor remains essential to ensure a complete experience. "If the business manages to balance these two aspects, it will have a significant advantage, both in terms of operational efficiency and customer satisfaction," complements Sanches.

RESEARCH: The Most Influential Tech People in Brazil in 2024

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RESEARCH: The Most Influential Tech People in Brazil in 2024

In 2024, Brazil consolidates its position as one of the global leaders in technology, driven by significant advances in various strategic areas. According to a survey by Oliver Wyman published by Poder360, 57% of Brazilians have already used generative Artificial Intelligence tools (Gen AI), surpassing countries like Spain (46%) and the United States (33%), which, although pioneers, show lower adoption. Generation Z is the group that uses this technology the most, with 75% adoption, followed by Millennials (64%) and Generation X (52%), showing how digital transformation is embraced by different age groups.

Agriculture is also experiencing a technological revolution. A study conducted by researcher Maira de Souza Regis from the University of Brasília (UnB) indicates that the adoption of digital technology in the field has become essential for increasing sustainability and productivity. The use of drones, management software, and sensors is already common among 80% of producers in the Central-West, while the Northeast region, with 41% adoption, is still in the adaptation process. This movement not only improves control and efficiency but also helps reduce climate risks and integrate the countryside into the precision agriculture landscape.

In the healthcare sector, the TIC Saúde 2024 report, released by Cetic.br, reveals that 17% of Brazilian doctors already use generative AI in their practice, but only 23% received specific training in the digital area in the last 12 months. The gap in training demonstrates the urgent need for capacity building so that professionals can keep up with the demands of technological transformation and provide more efficient and secure services.

The sale ofelectric carsand hybrids should be above what manufacturers expected, with the initial target of 150,000 units being reached as early as November 2024. The forecast is from the president of theBrazilian Electric Vehicle Association (ABVE)Ricardo Bastos, published by Auto Esporte.

Another milestone in 2024 is the expansion of 5G, which has been in place in Brazil for two years. The technology is already available in 589 cities, with approximately 28 million connected users and an average download speed of 450 Mbps, according to data from Anatel and Ookla. 5G promises to transform everything from everyday services to strategic sectors such as automation and the Internet of Things, and the government predicts that by 2029 all Brazilian cities will be covered by the new technology.

Despite all these advances, the job market faces challenges in keeping up with the growing demand for IT specialists. According to Brasscom and the Senado Agency, Brazil will need 800,000 new professionals by 2025, but only trains 53,000 per year, indicating a significant deficit in the sector. To mitigate this problem, programs like Conecta and Capacita aim to expand the training of qualified labor and reduce inequalities in access to technology, especially in more isolated areas.

This landscape places Brazil in a moment of great technological fervor, with multiple opportunities and challenges to be overcome. Amid this transformation, figures emerge who stand out in leadership and innovation. Nexxt PR released a survey listing the 30 most influential people in technology in Brazil in 2024, representing the innovative spirit and ambition of a country at the center of the digital revolution.

1- Pedro Mac Dowell- CEO of QITECH, led the company to become the first Brazilian unicorn in 2024. Under its leadership, QITECH revolutionized the national technology market with innovations that solidified its success on the global stage.

2- Luiz Frias- CEO of PAGSEGURO, one of the largest digital payment companies in Brazil. Frias promoted the democratization of access to payment methods, expanding the company's operations across various sectors and leading digital transformation in the financial industry.

3- Pedro Franceschi– CEO of BREX, one of the most impactful financial startups in the USA. Franceschi co-founded Brex with Henrique Dubugras, providing innovative financial solutions for startups and growing companies, becoming a reference in Silicon Valley.

4- Jonathan Freitas- Technology investor with a prominent presence in the innovation market, Freitas supports emerging startups and has a diversified portfolio. Your investment vision helps early-stage companies establish themselves in the competitive technology market.

5- Faustino JuniorCEO of FGMED, a company dedicated to high-performance continuing medical education. Faustino is also the creator of MEDFLIX and leads technological projects aimed at improving efficiency and accessibility in the healthcare sector, with a focus on innovation and quality of life.

6- John Del Valle- CEO of EBANX, responsible for the company's financial solutions expansion in Latin America. Del Valle has been fundamental in the partnership between EBANX and global giants, facilitating consumers' access to international brands.

7- Fernando Yunes- CEO of Mercado Livre since 2020, bringing experience in consumer goods and technology. Yunes leads the integration between the different areas of Mercado Livre, such as Mercado Pago and Mercado Envios, strengthening the company's presence in Brazilian e-commerce.

8- Henrique Dubugras- Co-founder of Brex, which has been innovating in the global financial sector with solutions for high-growth companies. Dubugras became an international reference by driving Brex, transforming access to capital for startups and small businesses.

9- Francisco Gomes Neto – CEO of Embraer since 2019, he leads the company with a focus on innovation and efficiency, achieving the largest order book in seven years and exploring new markets and technologies to expand global competitiveness.

10- Tania Cosentino- President of Microsoft Brazil, known for promoting sustainability and leading the integration of artificial intelligence solutions. Tânia develops strategic partnerships that drive digital transformation in the country and support responsible business practices.

11- Conrad Leister –Meta's General Director in Brazil, leading the company's market strategies and expansion in the country.

12- Patricia Muratori- Head of YouTube Brazil, focused on expanding the platform's reach and cultural relevance. Muratori drove the creation of local content and new partnerships, leading YouTube Brazil to achieve record viewership.

13- Philip Trinity- CEO of Know How Club in Brazil, focused on networking development and shared knowledge. Trindade has been expanding the club to make the corporate environment more collaborative and innovative in the country.

14- Felipe Feistler- Shein executive in Brazil, responsible for the rapid expansion of the fast-fashion brand in the local market. Feistler manages marketing strategies and operations, strengthening Shein's presence among Brazilian consumers.

15- Peter Jordan – CEO and founder of Petaxxon and creator of Ei Nerd! and Nerds de Negócios, specializing in nerd culture, marketing, and digital entrepreneurship. Peter Jordan connects the nerd universe to the business world, creating content and strategies that drive the digital culture sector.

16- Fabricio Bloisi- President-Director of Prosus and former CEO of iFood, with extensive experience in technology and delivery. Bloisi drove the growth of iFood and continues to lead innovations in the digital market, directly influencing the sector's evolution.

17- Diego Barreto- New iFood CEO, Barreto is in charge of Latin America's largest delivery platform. With your strategic vision, you aim to expand the operation and solidify iFood as a market leader.

18- Cristina Junqueira- Co-founder of Nubank, a highly influential figure in the financial sector. Your leadership was essential in making Nubank a global reference in digital banks and promoting its expansion across Latin America.

19- Igor Leo RochaCo-founder and CEO of AfroSaúde, leads a healthtech focused on reducing social and racial inequalities in health through innovation and social impact. Recognized as one of the Most Influential People of African Descent (MIPAD) in 2023 in the Health and Wellness category, Rocha is also a LinkedIn Top Voice and an advocate of Afro-entrepreneurship.

20- Fabio Coelho– President of Google Brazil, focusing on digital advertising and technological innovation. Coelho is a key figure in Google's digital presence in the country, promoting initiatives to transform the digital media market.

21- Daniel Mazini- Amazon Brazil executive, leading efforts to strengthen logistics and expand the digital product offerings. Mazini plays a fundamental role in Amazon's growth in the Brazilian market, especially in e-commerce and services.

22- Elizabeth Zenatti- Netflix Brazil executive, dedicated to platform expansion and promotion of local productions. Zenatti boosts Brazilian content on Netflix, strengthening the catalog and increasing the visibility of national productions.

23- Fatima Blackboard– CEO of Mynd, an influencer agency, and director of Billboard Brazil. Billboard is essential in the digital advertising and culture market, connecting brands and influential influencers.

24- Jonathan Leão– CEO of Escola do Dólar Global, one of the largest digital education platforms in Brazil. Leão leads a company with over 84,000 users in more than 60 countries, with recognition in the international media.

25- Ricardo Bastos– President of ABVE and Director of Institutional Relations at Great Wall Motor Brazil. Economist, Bastos has 25 years of experience and contributes to the advancement of the electric vehicle sector in the country.

26- Alexandre Baldy- Senior Vice President of BYD, a leader in automotive innovation. Baldy plays a key role in the expansion and development of the company's sustainable mobility solutions in Brazil.

27- Maitê Lourenco- Founder and CEO of BlackRocks Startups, an accelerator focused on the inclusion of Black entrepreneurs. Lourenço is a reference in diversity and impacts the innovation ecosystem by opening opportunities for minority startups.

28- Thoran Rodrigues- Founder and CEO of BigDataCorp, specialized in big data and analytics. Rodrigues leads projects that help companies and governments make strategic decisions based on large volumes of data.

29- Paulo Veras- Co-founder of 99, the first Brazilian startup to reach unicorn status. Veras is an active investor and mentor in the digital mobility and entrepreneurship ecosystem.

30- Alexander Avalca– CEO of 4blue, a company dedicated to financial and business education, Avalca is responsible for developing learning solutions to boost entrepreneurship and financial management in Brazil.

Black Friday: NordVPN warns of rising online scams and advises how to protect your online purchases

E-Commerce Update
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Black Friday: NordVPN warns of rising online scams and advises how to protect your online purchases

Black Friday, one of the most anticipated dates in global commerce, originated in the United States but quickly became a worldwide phenomenon. In 2023, the Brazilian retail sector recorded a revenue ofR$ 6.1 billionduring the event, which represents an increase of 16% compared to the previous year, according to data fromEbit/Nielsen. Growth is not only in sales volume, but also in the number of online consumers: around85% of Brazilians connectedsaid they intended to take advantage of the event's offerings, according to research byGoogle. 

That's where the danger lies. With tempting offers and attractive promotions, the date also attracts cybercriminals who take advantage of the increased online traffic to commit frauds, steal personal and financial data, and deceive inattentive buyers. Recently, theNordVPN, a global leader in cybersecurity, conducted a survey of 1,000 Brazilians, aged between 18 and 74, revealing thatWhatsAppwas identified as the main channel for scams, with81% of respondentshaving received a fraud attempt in the last two years.

According to the results, older generations and men were the most vulnerable to scams involving fake online stores or fraudulent products. On the other hand, members of generations Y and X were more likely to receive fake job offers, reinforcing the need for increased vigilance in digital environments.

Among the most frequent scams, receiving fake links to login pages was identified as the main problem, affecting 47% of Generation X participants (aged 44 to 59), followed by Baby Boomers (aged 60 to 74) with 41%. Women, in particular, were quite targeted in this type of scam, with 43% of respondents reporting that they received fake links, compared to 39% of men.

Additionally, scams involving fraudulent online stores or counterfeit products also stood out, affecting 47% of Generation X individuals and 37% of Baby Boomers. Men (37%) reported being more affected by this type of fraud than women (32%).

Hits through fake calls or messages from clients, technical support centers, or banks were also widely mentioned. About 37% of Baby Boomers fell for this type of scam, followed by 31% of the younger generations. In addition to the mentioned scams, other types such as credit card cloning (20%), fake invoices (28%), frauds with coupons and prizes (16%), and even false charity donations (15%) were mentioned by a significant portion of respondents, highlighting the wide range of techniques used by criminals to deceive their victims.

And the number of hits tends to increase with the arrival of Black Friday. According to data from theFort, fraud prevention platform, the number of scams in online transactions increases by up to60%during the shopping season. NordVPN also points out an increase in phishing attempts, both on websites and emails, as well as in the distribution of malware focused on targeting consumers eager for discounts.

During Black Friday, cybercriminals take advantage of consumers' rush to deceive them. Among the most common scams are:

  • PhishingEmails and messages that impersonate major retailers use fake links, where consumers are directed to fraudulent websites that collect personal information.
  • Fake websitesCriminals create websites that imitate real stores, offering products at low prices to attract victims. After the purchase, the products will never be delivered.
  • Fake discount couponsMany scammers offer fake discount coupons to collect personal information or to lead consumers to fraudulent pages.
  • Payment fraudTransactions via links or unofficial payment methods are risky. Criminals can divert the payment, and the consumer will never receive the product.

Essential precautions when buying online 

Before making any online purchase, NordVPN recommends taking a few security measures that can help you avoid fraud:

  1. Use a reliable VPNNordVPN creates an additional layer of protection by encrypting your connection and preventing hackers from intercepting your personal and financial data.
  2. Be wary of overly generous promotionsOffers with extremely low prices may be scams. Always check the store's reputation and look for reviews from other consumers.
  3. Avoid public Wi-Fi when making transactionsPublic networks are easy targets for criminals who intercept unprotected information. Prefer secure networks or use a VPN to protect your connection.
  4. Check if the website is securePrefer sites that have the security padlock (HTTPS) and provide clear and reliable contact information.

Cyber Week 2024: Insights and Best Practices for Retail Success

Bill Higbee
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Cyber Week 2024: Insights and Best Practices for Retail Success

The busiest retail sales period is approaching, Cyber Week, which includes Black Friday and Cyber Monday. With the pressure to maximize sales during this period, it is vital for companies to prepare to offer personalized and high-quality experiences to customers. Recently, we organized a webinar to prepare for Cyber Week 2024 with experts from Twilio, Shopify, and Klaviyo to discuss best practices for success during this peak sales period.

Talking with one of our most innovative clients when it comes to customer engagement and their communication strategies during Cyber Week was a pleasure, and that's why we have summarized here some of the main insights and tips on digital engagement and strategic investments that we discovered during this webinar. The speakers emphasized the remarkable scale of communication that took place during Cyber Week 2023, demonstrating how platforms like Twilio, Shopify, and Klaviyo support large volumes of interactions during this time. Last year, Twilio sent 68 billion emails and messages, while Klaviyo users sent over 11.6 million messages per minute during peak hours, generating nearly $60 million in value attributed to Klaviyo per hour.

Shopify, which accounts for more than 10% of total e-commerce in the US, recorded 61 million consumers worldwide shopping from Shopify-hosted stores during Cyber Week 2023. These impressive numbers highlight the importance of robust communication strategies during this period.

Best Practices for CyberWeek for success

Given the scale of the volumes sent during Cyber Week, preparation is key to success. Here are some best practices to consider

  1. Start preparing early- The success of Cyber Week depends on preparation throughout the year. As Kiersti Esparza from Klaviyo said: "Preparation for the next Cyber Week will begin the day after this one ends." To ensure you are ready, start planning your strategies, campaigns, and operational processes as early as possible;
  2. Ensure deliverability- Delivery capacity is crucial for Cyber Week. High volumes of messages make delivery issues even more risky, with the potential to appear on spam blocklists or to limit messages. Make sure to send only to engaged clients who have given explicit consent to receive your communications. Chris Borgia from Shopify highlighted the importance of maintaining list hygiene and validating them using tools like SendGrid's email validation API.
  3. Target audiences- Personalization is the key to driving success. During the last Cyber Week, nearly 47% of purchases made by Klaviyo customers came from repeat buyers. Leveraging segmentation and targeting based on customer behavior—such as order frequency, average spend, or engagement metrics—can help increase repeat purchases and strengthen customer loyalty. Targeting the right audience with personalized messages on preferred channels ensures that your campaigns are relevant and engaging;
  4. Maintain compliance and monitor metrics- Compliance requirements have evolved, and best practices are now necessary standards. To avoid blocking lists and penalties, keep your complaint rates below 0.1% and, for messages (e.g., SMS), always obtain documented consent. Shopify emphasized the use of metrics such as delivery rate, open rate, and conversion rates to evaluate performance. The key is not just the volume of messages sent, but the effectiveness of these messages in driving action.

Overcoming challenges: stability, delivery capacity and customer expectations

The webinar also addressed common challenges during Cyber Week, such as platform stability, delivery capacity issues, and rising consumer expectations. Both Klaviyo and Shopify emphasized the importance of "observability," or continuous monitoring of systems and communication metrics to ensure everything runs smoothly.

Chris Borgia from Shopify noted that although concerns about Cyber Week delivery capacity are similar to any other time of the year, the risks are much higher. With more risks, there is less room for errors. Therefore, companies need to consistently monitor performance metrics such as inbox placement and complaint rates to mitigate issues before they escalate.

The importance of multichannel strategies

Another important point discussed was the power of using multichannel communication strategies. At least 75% of consumers are open to receiving text messages from brands they are interested in, and 91% of consumers expect brands to communicate through their preferred channels. This highlights a significant opportunity for retailers to increase satisfaction, boost brand loyalty, and ultimately generate more conversions through the integrated use of channels such as email, SMS, and push notifications.

Top Recommendations for Cyber SuccessWeek

  1. Focus on quality over quantity- As tempting as it may be to increase the volume of messages during Cyber Week, speakers reiterated that success lies in the effectiveness of your communication – not just in the quantity you send. Often, less can mean more if the messages are personalized and relevant;
  2. Monitor engagement- Keep an eye on engagement metrics such as click-through rates, open rates, and conversion rates. These metrics indicate whether your messages are reaching and resonating with your audience;
  3. Compliance is non-negotiable- Following compliance regulations is essential, regardless of the communication channel you are using. Ensure you have documented consent and comply with relevant federal, regional, or supplier compliance requirements.

HRtechs have until November 22nd to register for Start Growth Batch

E-Commerce Update
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HRtechs have until November 22nd to register for Start Growth Batch

Human Resources startups, known as HRtechs, can register until November 22nd for a new Batch of Start Growth, a Venture Capital that supports founders by combining expertise, capital, and experience.

HRtechs are companies focused on the HR area, which use technology to help automate and optimize processes, such as recruitment and selection, performance management, training and development, benefits administration, payroll management, and analysis of employee-related data.

According to the "HRTech Report 2023" by Distrito, the sector has mobilized a total of US$ 1.9 billion in investments since 2000. The study reveals that, until 2022, there were 518 startups related to the human resources sector in Brazil.

According toMarilucia Silva Pertile, startup mentor and co-founder ofStart GrowthThe call is open for HRtechs in the early stage, with a validated product and markets with a potential of R$ 1 billion or more. "We want to provide practical support to innovative and exceptional entrepreneurs. In the case of HRtechs, we believe they have incredible potential to make HR departments more efficient, reducing costs and improving the experience for both those hiring and those seeking to be hired. It is an area that, originally, has many bottlenecks in the country, and HRtechs can help," he explains.

Marilucia says that HRtechs gained more momentum during the COVID-19 pandemic, when companies needed to adapt to remote work, online meetings, and other technology-related solutions. They became increasingly necessary, offering a range of digital tools and solutions to enhance internal activities, engage employees, and provide predictive analysis to assist in strategic HR decision-making, among other things, he/she explains.

In this investment round focused on HRtechs, Start Growth is expected to invest up to R$ 3 million in the selected startups. Once registered, the Venture Capital will meet with the entrepreneurs to understand each business and assess which ones align with the expected thesis and can be selected to receive investment. Registrations must be made through the websitehttps://www.startgrowth.com.br

Social networks and the advent of the world 4.0

Fernando Moulin
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Social networks and the advent of the world 4.0

The digital era brought with it a revolution in the way brands communicate with their audience. Data from a recent Warc survey highlights that social media is currently the largest advertising channel, expected to surpass $247.3 billion globally in 2024. This represents a 14.3% growth compared to last year.

Furthermore, another study, this time by GWI, indicated that the time spent on social networks increased by 50% in the last ten years. The average daily consumption would have jumped from 95 minutes in 2014 to 152 minutes in 2024. This means that the platform connecting Generation Y (the Millennials) with Generations Z and Alpha is no longer television, but the online experience of social networks.

Furthermore, just a few days after the first round of municipal elections across the country, there was an evident social, political and customary transformation resulting from the role of “influencers” and the power of social networks in forming and consolidating opinions among all audiences and ages, each with their own network of 'personal preferences'.

According to Merrill Lynch data, the largest wealth transfer in history is underway, led by Generation Z and their successors, who will inherit over $84 trillion in assets. And what do all these data mean? To be direct: money changed hands, society changed the way it communicates, so either you understand these changes and the aspirations of the new generations who have increasing purchasing power, or you are doomed to failure in the medium term.

For several years now (notably after the pandemic), building a strong brand presence is no longer a matter of "talking to the young audience" or "offering Customer Service 3.0," but a fundamental practice for the company's survival. To make this need and change even clearer, you know the television, the one that, if you are over 30 years old, was the family's great companion? Well, she has already begun her migration to social media—and I'm not saying she will have a Facebook profile, but that television will undergo its greatest change in history with TV 3.0, which is scheduled to start in Brazil next year.

With TV 3.0, broadcasters will be able to offer different programs simultaneously for specific audiences, based on the viewer's profile, which will be monitored in real time through algorithms. This suggests that TV 3.0 will have a level of personalization that conventional TV does not have. So, turning on the TV will be like watching thefeedof social networks.

In Brazil, keeping an eye on these trends and on TV 3.0, Rede Globo is also innovating in the field of advertising. The company launched GloboAds, a platform that offers a variety of advertising solutions for brands. Additionally, it also featured Binge Ads, new attractions in the multiplatform programming, and new FAST channels.

Alongside this change is the phenomenon of artificial intelligence, fueled by Generative AI tools such as ChatGPT and Gemini. Meta, for example, has been investing heavily – and often in a less obvious way to the general public – in AI. Recently, the company announced the international expansion of Meta AI, an AI assistant that allows users to access real-time information through Facebook, Instagram, WhatsApp, and Messenger. Additionally, Meta launched the AI Sandbox, a "test area" for advertisers to experiment with new AI tools. And it also gained popularity in specialized circles in recent days with its new augmented reality and AI-powered glasses made with Ray-Ban, which— it was discovered—necessarily capture everything we see in our homes and lives to train its own AI with data, if we want to use the functionalities that this technological innovation offers.

Meta is one of the iconic examples of a 21st century company that has embraced and rapidly led these social and market transformations, as are, to a greater or lesser extent, all of the “Magnificent 7” on the American NASDAq and their Chinese peers/competitors.

These AI initiatives are transforming the way brands interact with their consumers. Now, brands can create personalized content, respond to customer questions, and even predict market trends in real time. In this way, they are able to understand the needs and desires of their audience in ways previously impossible, and all of this directly in thefeedsocial networks, a place where consumers interact using a multitude of personalities, which merge into the “I” of our physical-digital personas.

My final message is quite simple: it is no longer possible to separate real life from digital, as they are in increasingly full symbiosis and integration. With artificial intelligence no longer limited to science fiction movies and becoming a daily tool, adapt quickly or prepare for irrelevance among clients. Welcome to the world of Revolution 4.0.

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