November is a period expected by many Brazilians to make purchases. After all, the beginning of the month marks the countdown to Black Friday. Therefore, traders should prepare in advance. In this sense, the application of technology should be aligned with sales strategies to increase revenue and stand out among the competition. 

When will Black Friday 2024 be?

Black 2024 is scheduled for Friday, November 29.“Essa is an extremely commercial date. So, sellers, or even those who provide service, should be aware of how to prospect customers. This is because a large part of the population already intends to invest in this period. Therefore, special purchase conditions and accessibility in service tend to attract”, says Tiago Sanches head total IP Sales. 

Sales overview on Black Friday 2023

According to a report by Confi.Neotrust, in 2023, the and e-commerce it had a turnover of R$ 5.2 billion.The number of orders was 8.21 million. Both indexes showed a drop compared to the results of 2022, the first of 15.1% and the other of 17.1%. On the other hand, the average ticket grew 1.7%, reaching the value of R$ 636.66. “Despite the low, knowing the data is essential to prepare correctly this year”, completes Sanches. 

What are your expectations for Black Friday 2024?

According to the study Panorama Black Friday 2024, produced by Globo, 39% of people intend and already plan to make purchases on this day. “It is important to follow the expectations of buyers frequently, so it is possible to map an assertive capture strategy according to the general preferences”, comments the sales specialist. 

3 Selling strategies for Black Friday 2024! 

To collaborate with traders, Sanches shows five technological strategies to intensify earnings in November:

Promotions and special conditions to the customer: those who are already part of the clientele deserve special attention! In this sense, the use of scripted to send active messages is an effective solution to those who want to communicate quickly. The mechanism can forward a promotion, personalized discount code or the actions of the company automatically. 

Multiple communication channels for customers:  individuals have different ways of searching for products and services, such as social networks award's, messaging applications. Entities need to be open in all these, otherwise they lose those interested. Thus, an Omni service tends to bring this possibility, even to start the journey in a medium, such as the page and end in person, for example. 

24-hour support and service: the purchase has no time to happen, as well as the search for support or withdrawal of doubts. So, companies need to use the technology, again of the scripted, to automate this part of host and increase uptime. After all, this eliminates the performance of a night team.

Finally, digital mechanisms can be a great ally to increase satisfaction with the customer experience (CX) in an excessive moment of sales.“When even in an instant of great demand institutions deal well with their market, it will subsequently retain this portion”, concludes Sanches. 

Hoje em dia, “deixar para trás” o direito tradicional tornou-se uma necessidade urgente diante das inovações que estão transformando o setor. O Legal Operations, um conceito em crescente ascensão, é uma das respostas à evolução do mercado jurídico, impulsionada pela tecnologia que impacta a sociedade como um todo. 

Segundo Rafael Goulart, diretor de tecnologia da Aurum, empresa de tecnologia pioneira na criação de soluções para advogados autônomos, escritórios de todos os tamanhos e departamentos jurídicos, esse modelo busca consolidar todos os fluxos de atividades essenciais para o funcionamento de um escritório ou departamento jurídico, permitindo o profissional se concentre exclusivamente nas questões legais. “Sob a coordenação de um Chief Legal Operations Officer (CLOO), a abordagem visa otimizar a eficiência e a qualidade dos serviços jurídicos, posicionando o departamento como um parceiro estratégico na organização”, complementa.

Hoje, a legaltech se destaca como uma das pioneiras no mercado brasileiro ao liderar a implementação de Legal Ops, com duas soluções inovadoras no portfólio: enquanto o Astrea é ideal para advogados autônomos e pequenos e médios escritórios, promovendo uma gestão ágil e comunicação eficiente, o Themis já conquistou a confiança de grandes bancas e departamentos jurídicos, oferecendo uma automação poderosa que transforma operações judiciárias. “Essas ferramentas não apenas otimizam processos, mas também ajudam os profissionais do direito a se adaptarem às novas exigências do setor, redefinindo o futuro da prática do direito no Brasil”, explica o executivo.

Para Goulart, essa implementação é um diferencial competitivo para escritórios que buscam se destacar no mercado e, com as estratégias adequadas, a automação de tarefas repetitivas e a análise de dados se tornam grandes aliadas na busca por resultados assertivos de maneira prática. “O Legal Ops representa um investimento no futuro, visto que está sendo construído um cenário em que a área jurídica é mais ágil e eficiente. A inteligência artificial está transformando nosso ambiente e os profissionais que abraçarem essas mudanças estarão na vanguarda da inovação”, ressalta.

A integração essencial entre operações jurídicas e tecnologia

De acordo com Danielle Serafino, sócia do Opice Blum Advogados, especializado em Direito Digital, a introdução de Legal Ops dentro de um escritório vai além da simples adoção de tecnologia; trata-se de integrar operações estratégicas com ferramentas inovadoras para otimizar processos e serviços.

“A construção da jornada deve ser baseada em inovação. Ferramentas simples, como planilhas de Excel, podem extrair dados, mas não oferecem uma visão estratégica do que realmente está acontecendo na operação”, afirma a executiva. Em seu escritório, todos os processos são unificados na esteira do Legal Ops, resultando em uma gestão mais eficaz e alinhada às necessidades do mercado.

Para a advogada, outro aspecto crucial é a escolha de parceiros tecnológicos com uma trajetória sólida. “Buscar instituições com um histórico confiável e um portfólio diversificado é fundamental. Além disso, a personalização e adaptação das ferramentas às necessidades específicas de cada escritório são igualmente importantes”, acrescenta.

There are few days left for Black Friday and while many brands are already executing their communication strategies for the date, some have not yet planned their sales actions.Does it still give time to bet on a last minute campaign? Digital Marketing and Artificial Intelligence expert Camila Renaux says yes! She shares valuable tips for those who left everything for the last minute, but wants to ensure that your brand stands out on the most anticipated date by e-commerce and retail.

Offer real discounts: consumer trust is at the heart of any success plan, especially on Black Friday, when the public is attentive to real discounts and has tired of falling into the “black fraud”, so to attract attention, you need to reduce the truth values. “Nada pushes customers away more than the feeling that prices have been inflated before to generate a false promotion. Show transparency and gain trust by granting expressive discounts on selected products”, highlights Camila. You should prioritize clarity in offers and use previous price comparisons to reinforce credibility.

Exclusive offers for the first purchase: this is a great way to increase the loyal customer base, according to the Digital Marketing expert.“A special price on the first purchase can not only attract new customers, but also encourage them to return in the future”. In addition to the discount, you must create a lasting relationship with buyers through personalized emails and rewards for future acquisitions.

Coupons & promo codes: to give advantages and loyalty, a simple and effective tactic is the use of coupons and promotional codes. “Consumers love the feeling of exclusivity, and coupons can be the key to increasing sales. The important thing is to think strategically and offer these codes in campaigns that really engage, such as in social networks or” newsletters, says Camila. In addition to boosting sales, they can be a great tool to track buying behavior and better understand your audience.

Select dream products and avoid widespread reductions: not everything should go into the promotion.“A Black Friday is about focus. Choose those products that consumers want, the (dream products of the’, and create irresistible offers”. It is necessary to avoid giving discounts in the entire store, as this takes away the feeling of exclusivity, as well as can make your already captive consumer feel disliked. “In this way, you also avoid the perception that price reductions are generic and without real value”, complements Camila.

Make a treat for your loyal customer: one of the opportunities often overlooked during Black Friday is to engage already loyal customers. Many brands focus their efforts on attracting new consumers, but end up forgetting to value those who already trust the brand. Offering an exclusive promotion for this captive base can generate a positive impact, providing them with a sense of privilege and recognition, as well as strengthening the long-term relationship with these customers.

News in ads: betting on innovation is crucial. And for Black Friday 2024, the expert recommends being aware of market news, such as the tools proposed by Meta, which facilitate the targeting of campaigns.“Advantage+ ads are powered by artificial intelligence and help target more effectively, maximizing results. Another interesting idea is the reminders ads, which send product notifications to the purchase apps”. Also use the personalized links in the ads, which can direct the user to different pages according to interest, optimizing the experience.

Use the disclosure tools: this is an essential point for promotional alternatives to reach your target audience. According to Camila Renaux, the ideal is to use all available channels: “Newsletter, contacts with loyal consumers, partner influencers and even WhatsApp groups can be powerful tools”. WhatsApp, for example, offers a direct and immediate connection, which even seems to be very close, being an excellent tool to disseminate promotions, exclusive coupons and quick updates.“Facilite the exchange of information and keep your customers informed, creating a fluid and continuous communication that involves both old and new customers.

Social media platforms are on the radar of all marketers.Not only can brands hyper-segment consumers using social media data to understand exactly the demographic profile, they can also easily reach and expand any audience around the world.

One way to advertise on social media is through the increasingly popular Meta Reels. Initially 15 seconds long, Reels were expanded to allow longer videos with different production qualities. This evolution has attracted marketers looking to engage with their audiences in new and creative ways, either through Reels Stories or in-feed formats.

Data from the Statista website indicate that Brazil is the fifth largest social media market in the world and the largest in Latin America in audience, with more than 84% of the population accessing the networks daily.Obspecting this scenario, marketers need to be aware of every movement of the public.

With different Reels formats generating varying results, brands looking to boost their campaign performance need to understand the nuances associated not only with different production budgets, but also with different channels.A study by Vidmob, the leading global AI platform in creative performance, conducted a detailed analysis with the aim of understanding the effectiveness of Reels for advertising. From low-fidelity content (lo-fi) and user-generated content (UGC) to the difference of posting on Facebook Reels versus Instagram Reels, the study showed that the results are specific to the content and platform.

“To improve the performance of their campaigns, brands must understand the nuances of the different Reels formats, taking into account both the varied production budgets and the different distribution channels, such as Instagram and Facebook. The analyzes provided by AI can guide marketers who seek better results in their” campaigns, says Miguel Caeiro, Head Latam of Vidmob.

1. Content “amador” stands out

Although it resembles UGC, lo-fi content can be created intentionally by a brand to convey a sense of production.

The Vidmob study found that network users prefer lo-fi content that resembles UGC, rather than high-fidelity (hi-fi) content, which is often associated with scripted ads seen on television and streaming channels.

Lo-fi content showed an 81% increase in click-through rate (CTR) and 13.6% increase in view in the first 25% of video (VT25%), compared to the average of ads.In comparison, hi-fi content had a 71% drop in CTR and a 14.5% decrease in VT25% compared to the average.

2. Product images and human presence have great importance 

Although they are Meta networks, Instagram and Facebook have different structures.However, the successful strategies of one platform apparently influence the performance of the other.

Vidmob's analysis revealed that using key product images or human presence at the beginning of any Reels is critical to your VTR, which is the rate that represents the proportion of users who watch a video ad until the end, relative to total ad impressions. An increase of 8% was recorded in VT25% for images and 10% for human presence.In comparison, creatives with lots of text recorded a drop of 60% in VT25%.

The data also revealed that audiences on both Meta platforms showed interest in the different types of lo-fi content.Instagram provides an experience that allows viewers to follow and connect with influencers more intimately, while Facebook provides more functional content with a less personal feel.

The survey confirmed that talent-led content had more expressive results on Instagram, with a 20% increase on VT25%, but a 33% decrease on VT25% for Reels on Facebook.

3. Creative effectiveness is key to achieving a higher ROI

The study confirms that creative execution on social networks is critical to boosting the performance of campaigns that, in turn, must be adjusted to the individuality of the content and channel 5 Instagram or Facebook.

The best chance for brands to optimize their Reels results is by analyzing the creative data collected with brand-specific information, which generates important insights so that their teams can evaluate them and turn them into viable strategies.

By analyzing creative production from an analytical point of view, supported by creative data observed in everyday life, brands can optimize their creativity and generate better results.

“O Reels format creates a strong connection with the public on social networks. Its simplicity, combined with the great potential of sharing, brings people's brand closer and increases the possibility of campaigns becoming viral”, says Caeiro.