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Financial education makes investments and the realization of dreams easier, according to an expert

E-Commerce Update
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Financial education makes investments and the realization of dreams easier, according to an expert

In times of economic uncertainty, financial education is essential for those seeking to avoid debt and achieve dreams, such as buying a property, and long-term goals, such as ensuring a comfortable retirement.

According to the Central Bank and the Credit Protection Service (SPC Brasil), in 2023, Brazilian families' debt reached a record level, with nearly 80% of families in debt. This reinforces the importance of conscious financial management, based on planning and organization, to achieve the long-awaited economic stability.

SecondJenni Almeida, founder and CEO ofInvest4UFinancial education has the potential to transform lives, teaching everything from creating a personal budget to investment strategies. Financial consulting firms that focus on this issue offer personalized strategies that help protect assets. "A consultancy should go far beyond offering financial products; it should prepare people for a prosperous and secure future. By providing a plan tailored to each individual's needs, we can develop a solid strategy aligned with their life goals," he explains.

Changing investment mindset

Despite the challenges, Brazilians, traditionally more focused on savings, have begun to explore other more profitable financial instruments. In 2023, the country saw a 10% increase in the number of public bond investors, with over 2 million people investing in Treasury Direct, according to Central Bank data. "This reflects a change in financial mindset, with more people seeking to protect their resources strategically, but many still have doubts about how to continue exploring these investment opportunities," says Jenni.

The SIM method (Support, Investment, and Multiplication), used by Invest4U, aims to provide a life plan that considers both the protection and multiplication of clients' assets. "Financial education is the foundation for any long-term achievement. When people understand how to manage their resources efficiently, they start investing with more confidence and clarity, and this opens doors to realizing dreams that previously seemed distant," explains the CEO.

Investments for a prosperous future

For those who desire a comfortable income after retirement, it is important to start investing early, prioritizing options such as fixed income, private pension plans, and government bonds, as they offer stability and predictable returns. "The IPCA+ Treasury, for example, is a very sought-after security, as it combines inflation variation with a fixed rate, protecting investors' purchasing power over time," emphasizes Jenni.

Private pension plans, with their PGBL and VGBL modalities, are also an interesting tool, especially for those seeking estate succession due to the tax benefit that allows deductions of up to 12% on taxable income, as is the case with PGBL. "With moderate monthly contributions, these products can guarantee yields that support a passive income in the future, without compromising the accumulated capital," recommends the specialist.

IAS Expands AI-Powered Brand Protection Feature for Advertisers on YouTube to Include Misinformation

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IAS Expands AI-Powered Brand Protection Feature for Advertisers on YouTube to Include Misinformation

Integral Ad Science (IAS), a leading global platform in measurement and optimization of digital ad media, announces the availability of Brand Safety and Suitability reports related to misinformation for advertisers running campaigns on YouTube media inventories. From now on, IAS can detect content across YouTube that it identifies as misinformation, allowing advertisers to further improve the safety and appropriateness of their digital media investments on the platform.

The IAS product package, Total Media Quality (TMQ), offers an important third-party certification that campaigns are placed near appropriate and safe content for brands. The IAS misinformation measurement provides an independent verification, complementing YouTube's policies and procedures.  

"Brand Safety is one of the top priorities for marketing professionals as we approach the upcoming global media events. We are providing marketers with enhanced products, such as our improved Total Media Quality for YouTube, which now offers IAS reports on misinformation," says Lisa Utzschneider, CEO of IAS. We are excited to offer the possibility of detecting misinformation with our best media measurement solution in the category.

IAS classifies content according to industry-aligned definitions and provides reporting based on advertisers' custom brand suitability settings. Video-level reporting provided by IAS allows advertisers to get a full, accurate picture of the content their ads are running adjacent to, and adjust their campaigns based on their own desired suitability profiles.

An IAS classifies content in accordance with industry conventions and provides reports based on customized definitions of Brand Safety and Suitability for each brand by the respective advertiser. The video-level reports from IAS allow advertisers to have a comprehensive and accurate view of the content where their ads are being displayed and to adjust their campaigns based on the desired suitability profiles.

Advertisers can now:

  • Access expanded third-party transparency:Get reliable video-level insights into the content surrounding your ads, as defined by industry standards;
  • Guide results:Analyze whether your ads appear next to content identified by IAS as misinformation and optimize as needed to guide brand suitability;
  • Safeguard and scale your business:Access the global report in 30+ languages on YouTube for major international events in 2024 and beyond;

In March, IAS announced the achievement of MRC (Media Rating Council) certification for integrated third-party measurement and reporting on video ad viewability on YouTube. In December 2023, IAS announced the availability of the Total Media Quality (TMQ) package on YouTube Shorts, providing marketers with expanded coverage of their advanced Brand Safety and Suitability measurement.

30% of products purchased online are returned: reverse logistics strengthens the circular economy and ESG

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30% of products purchased online are returned: reverse logistics strengthens the circular economy and ESG

According to theBrazilian Electronic Commerce Association (ABComm)e-commerce in Brazil grew by 27% in the last year, moving approximately R$186 billion. The expectation is that by the end of 2024, this amount will reach R$205.11 billion, with 418.6 million orders, and a number of buyers that could reach 91 million.

OnestudyInvesp reveals that 30% of products purchased online are returned, a number much higher than in physical stores, where the return rate is 8.89%. This high return rate not only represents a logistical and financial challenge for companies but also has a significant environmental impact.

As explained by Thiago da Mata, CEO of the online auction platform Kwara, "The increase in online buyer demand results in a significant volume of returns, making effective management of these items essential. Conducting the sale of reverse logistics goods through an auction becomes a quick and transparent solution to manage the return of these products efficiently, profitably, and environmentally." In other words, with the exponential growth of e-commerce, product returns have increased significantly, driving the practice of reverse logistics, an essential tool for sustainability and operational efficiency.  

Why are reuse auctions effective?

The research“E-commerce Trends 2024, conducted by Octadesk in partnership with Opinion Box, shows that most consumers started shopping online in the last five years. Among the interviewees, 64% stated that their shopping frequency increased in the last 12 months, with 85% shopping online at least once a month and 62% making up to five purchases per month.

“This growth in the number of purchases and new adopters of the online model is directly linked to the increase in the volume of product returns, reinforcing the importance of sustainable solutions. This practice not only relieves pressure on logistics centers, but also gives consumers the chance to buy products with discounts of up to 90% compared to the market reference price, encouraging more conscious consumption,” says Thiago.

Instead of discarding returned products, many companies choose to auction these items, offering consumers the opportunity to purchase products that never reached their final destination at reduced prices. For companies, this practice allows them to quickly recover part of the invested amount, as well as reduce the accumulation of goods in distribution centers. This also promotes the circular economy, reducing waste and fostering sustainability.

Reverse logistics auctions and ESG practices

Asset recovery auctions not only minimize environmental impact but also align with ESG (Environmental, Social, and Governance) practices, promoting transparency and efficiency in resource management. According to the Reverse Logistics Institute, implementing an effective program can reduce material waste by up to 30%, promoting more efficient resource management.

For Mata, companies that adopt these solutions demonstrate a strong commitment to social and environmental responsibility, strengthening their image among an increasingly ESG-conscious audience. By giving a lasting purpose to returned goods, companies strengthen their environmental and social responsibilities, meeting the expectations of consumers who value environmental preservation.

According toMcKinsey & Company, 60% of consumers are willing to pay more for sustainable products, highlighting the importance of integrating the technique into business models.

In addition to environmental benefits, returned product auctions offer financial advantages. Companies are able to recover part of the invested amount, while consumers have access to products at competitive prices in the secondary market. This practice also aligns with governance principles, which prioritize transparency and efficiency in resource management.

How do reverse logistics auctions work?

In reverse logistics auctions, items that would be discarded, such as electronic equipment, furniture, industrial machines, and various other types of items, are recovered by companies and put up for sale in auctions, which mainly take place on specialized online platforms, connecting buyers to these assets in a quick and efficient manner.

"By adopting deactivation strategies using the online auction tool, companies have the opportunity not only to free up capital quickly but also to optimize their resources effectively. Auctions offer a dynamic and global platform that allows companies to reach a broad base of potential buyers, thereby maximizing the value of their assets. It is an essential approach for companies seeking agility, efficiency, and profitability in a constantly evolving competitive market," comments the CEO.

For Thiago, “by disposing of assets through online auctions, companies create a process that can become recurring, in addition to outsourcing advertising and even inventory and collection processes. Furthermore, the auction format allows companies to create a sales cadence that minimizes the risk of items remaining in inventory, transforming idle assets into liquid capital quickly and efficiently.”

With a 16.5% increase in the number of online stores in 2023, which now total more than 1.9 million, according tosurveyAccording to the "Brazilian E-Commerce Profile," reverse logistics and its auctions become even more essential to ensure that the growth of e-commerce in Brazil follows a sustainable and profitable path. "Therefore, this practice is vital for companies seeking to expand responsibly in e-commerce, contributing to the circular economy and integrating ESG practices that meet the demands of consumers, the company, and investors," concludes Thiago.

SX Negócios opens more than 600 job vacancies in Novo Hamburgo

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SX Negócios opens more than 600 job vacancies in Novo Hamburgo

SX Negócios, a Customer Experience and online Business platform aimed at Santander clients nationwide, is hiring over 600 employees in Novo Hamburgo. The company, which has been operating in the city since 2020 and has around 5,000 employees, opened positions for the role of Customer Experience and Business Specialist. Candidates must have completed high school, basic computer knowledge, and availability for in-person work. No experience is necessary. Applications for vacancies must be made exclusively through the SX Negócios – Work With Us | PandaPe website.sxnegocios.pandape.infojobs.com.br)

In addition to residents of Novo Hamburgo and neighboring cities, people living in Porto Alegre and throughout the Sinos Valley can participate in the selection process. The contractors will serve the bank's clients through SX Negócios systems, proposing the best financial solutions. The company offers a salary compatible with the market, attractive variable compensation based on performance; a results-sharing program; medical and dental assistance; and meal vouchers, among other benefits. The selection process is scheduled to continue until December.

Today, the platform has more than 8,500 employees across Brazil, at the units located in Novo Hamburgo (RS), Rio de Janeiro (RJ), Sorocaba (SP), and soon, it will inaugurate a new unit in Piracicaba/SP."SX Negócios is a Santander affiliated company that offers 80% of its vacancies to university students and people seeking their first job, and has a strong agenda of professional development programs. We are committed to equal opportunities for all and value differences. That is why we seek diversity in gender identity, age, color and ethnicity, sexual orientation, origin, people with disabilities, and other diversities, because we understand that everyone should dream, grow, and achieve," explains Nelson Curto, People Head at SX Negócios.

What does a startup need to have today to stand out in the market?

Ana Paula Debiazi
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What does a startup need to have today to stand out in the market?

For a startup to stand out in the market today, it is essential that it presents a combination of strategic, technological, and operational factors. It is also essential that the founders have a clear and attractive value proposition. Currently, many solutions are emerging that are still more of the same, so it is necessary to offer an innovative solution to a significant problem or an unmet need in the market.

If there is already something in the market, your solution needs to have a clear differentiator that sets it apart from the competition, whether in terms of technology, business model, or customer experience.

When a startup is formed, the founders need to have complementary skills in areas such as product development, marketing, sales, finance, and operations. Seeking help when there is no experience in a certain area is another determining factor. We know that many startups fail due to lack of management.

Adopting emerging technologies such as artificial intelligence, big data, blockchain, among others, to improve products and processes is also essential, as well as developing a technological infrastructure that allows scalability and flexibility to grow rapidly according to demand.

The source of revenue must be clear and the business model should demonstrate sustainability. For this, it is necessary to define a sustainable and scalable revenue model, such as subscriptions, direct sales, advertising, among others. Furthermore, constantly seek thebreak evenHaving a lean and sustainable structure are two essential stances, just as maintaining strict control over operational costs and seeking efficiency in all areas.

The customer is the focus: they need to have a unique and exceptional experience, from the first contact to post-sales support. Listening to this customer is essential, as product improvement should be the focus according to consumer feedback.

Invest in marketing and highlight your competitive advantages, because those who are not seen are not remembered. Understand where your clients are and create a targeted communication strategy. Show yourself as a strong, consistent brand that has authority in the market and knowledge.

Don't look for investors just for the money, but also for the connections and mentorships they offer.smart moneyForming partnerships with other companies, universities, and organizations that can add value makes a difference in standing out and attracting investors.

Governance is essential for the business, both to maintain sustainability and to attract investors. Thus, founders need to have adaptability and resilience, and be prepared to change direction quickly based on new information or market changes.  

These elements, combined, can help a startup position itself competitively and thrive in a dynamic and challenging market.

In the age of retention, influence is the new global currency

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In the age of retention, influence is the new global currency

In today's times, where digital dominates, capturing the target audience's attention is key to boosting a business’s success. On social media, this means being able to retain the audience right at the beginning of a post.

Research shows that those who want to influence online have only three seconds to capture someone's attention, and the average retention rate needed to increase the reach of short videos is 70%. How to make this possible?

SecondJhonny Martins, vice-president ofSERACCorporate solutions hub, being a reference in the accounting, legal, educational, and technology fields, it is necessary to understand that the audience needs something eye-catching to keep following. "We are in the era of retention, when we compete for attention with many people, which is why provocative videos are the most viral. It is necessary to start with a striking message right at the beginning to capture attention and prevent the audience from moving on to another video," he says.

According to the vice-president of SERAC, social media and digital platforms have been among the most worked areas by the company in recent years, as well as qualified networking. "We understand that social networks give us visibility and having qualified clients further enhances our reference. The turning point to encourage the use of social networks and invest in digital was when we started to have a good niche of clients in the digital market, such as Thiago Nigro, who brought in Joel Jota, etc. We began to understand that those who are in digital look for it online, which is why it is of fundamental importance to us," he explains.

For Jhonny, becoming influential on social media means working on how to treat people and communicate both inside and outside of them. In daily life, it is important to understand that the way you treat people makes you influential. If you are the kind of person who only treats well those you think will bring you some kind of value, you do not become influential. And when you treat people well, they recommend you, promote your name, he advises.

An executive's recommendation is to call people by their name. "Calling someone by their name is powerful. It is the word that every human being most likes to hear. This makes you become influential in the environment," explains Jhonny Martins.

On social media, you need to learn how to bring something unusual to attract attention and convey the message. "Use phrases that awaken curiosity and encourage interaction. Present yourself as someone who wants to help solve the needs of those watching, someone who can influence them to take better paths. When you manage to become influential to someone, you will already have the currency you need to achieve promising results," concludes the SERAC vice-president.

8 in 10 branded videos on TikTok are failing, new research from creative effectiveness platform DAIVID reveals

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8 in 10 branded videos on TikTok are failing, new research from creative effectiveness platform DAIVID reveals

84% of videos published by brands on TikTok are underperforming, according to a new study by the global creative effectiveness platform DAIVID. Although social media is becoming increasingly important in the marketing professional segment, brand-generated content has shown below-average levels of positive emotions, attention, and brand recall.

The survey conducted by the platform showed that, of the 84%, 60% of the videos are forgettable, generating below-average positive emotional responses and low brand recall, and 24% even evoke intense negative emotions such as anxiety, fear, embarrassment, disgust, and shame. The study concluded that TikTok content was 9% less likely to generate intense positive emotions than the global average and attracted 2.5% less attention.

According to Fabio Gonçalves, director of international talent at Viral Nation and an expert in the influencer marketing market, branded videos on TikTok are delivering below-expected results because many companies have yet to understand the authenticity and creativity that the platform demands.

“Attempts to create content that is too polished or has an advertising tone end up disconnecting from the spontaneous style that resonates with the network’s audience. Additionally, there is a distinct lack of emotional and engaging narratives, which leads to easily forgettable videos. On TikTok, immediate emotional impact is essential, and when that doesn’t happen, brand recall becomes low,” he explains.

In order to improve the performance and reach of these videos, Fabio highlights the importance of influencer marketing in this type of content. According to the influencer agent, the key is to give creators creative freedom: "When brands allow influencers to express their creativity authentically, the content tends to connect better with the audience. This doesn't mean abandoning the brand's values or image, but rather trusting the creator to translate the brand's message in a way that resonates with the platform's audience. The partnership between brands and creators should be based on trust, respecting important guidelines, but without limiting the innovation and spontaneity that make TikTok so effective."

Another point raised by the professional is that the unsatisfactory results of this content reflect the excessive focus of brands on superficial metrics, such as impressions and engagement, without evaluating the true emotional impact: “A lot of content is generating negative emotions, such as anxiety and shame, which can seriously damage the brand's reputation. On TikTok, innovation and the ability to surprise are fundamental, and replicating generic formulas from other platforms simply doesn't work. Brands need to rethink their creative approaches to genuinely connect with the network's audience,” he adds.

STUDY METHODOLOGY

The TikTok research conducted by DAIVID was carried out using the company's Self-Serve solution, which is currently in beta phase. The solution uses a model — trained with millions of consumer data points — to predict the emotions generated by an advertisement, the amount of attention it is likely to attract, and its expected impact on various brand and business metrics. Using a combination of computer vision, computational listening, facial encoding, eye tracking, survey data, and machine learning, DAIVID's model allows advertisers to evaluate, quantify, and improve the effectiveness of their creativity at scale. In total, 50 TikTok videos from five different major brands — randomly selected from a variety of sectors — were included in the study. The selected brands were: Persil, Mercedes, Duolingo, Gucci, and Samsung.

Learn how startups should deal with the Valley of Death

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Learn how startups should deal with the Valley of Death

The expression "Valley of Death" is well known in the startup market for describing a critical phase in the business lifecycle. Usually, it is the period when companies are most vulnerable, that is, between the product development stage and the point at which the startup begins to generate revenue to cover operational costs.

A study conducted by Fundação Dom Cabral on the causes of mortality of Brazilian startups indicated that at least 25% of them cease to exist in the first year and 50% are already closed by the fourth year of life. But why does this happen?

SecondMarilucia Silva Pertile, startup mentor and co-founder ofStart Growth, which supports visionary founders on the journey to the next level, combining expertise, capital and experience, the “Death Valley” or “Death Valley”, is the phase of a startup's life cycle in which high financial challenges are faced, making the startup very prone to failure. “We can say that the valley of death is almost all or nothing; after all, the high criticality of this period is what will determine whether the business will survive or not," he states.

According to Marilucia, during the Valley of Death, the startup has already spent a significant part of its initial capital; however, it has not yet achieved stable or profitable revenue. "The Death Valley phase usually occurs after the first investment, when the product is already developed, market analyses have been conducted, and the idea has been validated with customers. However, the startup still does not generate enough revenue and profit to sustain itself. In other words, it is a phase where it needs resources," he explains.

The executive emphasizes that, although it may seem frightening, it is important to consider that every entrepreneur goes through the Valley of Death when starting a startup. "It's a natural process that is part of the business maturation cycle. The secret is to have the rational and financial capacity to go through this phase quickly and with the least amount of risk possible," he/she/they assess.

Preparation for the Valley of Death, according to Marilucia Pertile, requires the awareness that it will take a lot of work, dedication, and resilience. "It is necessary to bring in people who can help and also to handle some flexibility to consider a plan B or C. Additionally, seeking mentors and investors should be part of the process," she says.

To overcome the Valley of Death more quickly, the co-founder of Start Growth suggests that the startup seek partners who can help with non-financial compensation and also look for a significant client who is willing to learn and who can help validate hypotheses in search of market fit.

The high cost of WhatsApp bans for businesses

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The high cost of WhatsApp bans for businesses

Imagine opening your WhatsApp and finding a message from a company you've never heard of. You wonder how this company got your number and suddenly feel that your privacy has been invaded. This scenario, common in consumers' daily lives, results from inappropriate digital marketing practices, such as sending unsolicited messages.

The misuse of WhatsApp by companies has drawn attention and raises awareness about the importance of good practices on the platform. Meta's guidelines, the company responsible for WhatsApp, may ban accounts for violating the terms of service.

WhatsApp is used daily by 99% of Brazilians, according to MobileTime/Opinion Box survey. This high penetration makes the app an essential communication channel for companies and consumers. Consequently, the banning of an account can cause various problems for the brand's reputation and customer loyalty.

In a country where the app is used daily and, in many cases, is the main bridge for communication between companies and consumers, any interruption in the service can trigger a series of problems for the brand's reputation and customer loyalty.

Risks that go beyond financial

Victor Hugo, Digital Business Leader at Huggy, explains why, in the event of a ban, the damages go far beyond financial loss. When a company is banned from a platform like WhatsApp, it's not just the loss of immediate sales at stake. Customer trust is shaken, and regaining that trust can be a lengthy process. Good practices in using the platform are essential to avoid this type of problem.

Besides reputation, companies lose a fundamental tool for communication with their customers. Lack of access to WhatsApp can lead to delays in service, frustrating customers and causing them to seek alternatives with competitors.

Consumer confidence

A study carried out by Cedro in partnership with E-Commerce Brasil revealed that 39% of consumerspreferdigital service via WhatsApp. This data shows the importance of WhatsApp for customer service and the need to use it responsibly.

Furthermore, the proper use of WhatsApp can strengthen the relationship between companies and clients. By adhering to the platform's policies, brands not only minimize the risk of banning but also earn the trust of consumers who value transparency and privacy in interactions.
How to avoid being banned

Meta recommends some practices to avoid banning, such as not sending mass messages without the recipient's consent, respecting privacy policies, and ensuring that all interactions are relevant and useful to customers. Following these practices helps keep the account active and communication efficient.

“To avoid headaches and ensure that the company does not face banning issues, it is also important to use digital service platforms that are Meta partners. As a Meta partner, these companies must comply with all guidelines and policies, ensuring a safe experience for both the company and its customers,” adds Victor Hugo.

In short, the banning of a platform like WhatsApp can cause various damages to the relationship between businesses and customers. For this, companies must pay attention to good practices and usage policies to ensure proper use and avoid damages that, as we have seen, go beyond financial losses.

Americanas' strategy of holding management accountable for fraud only harms minority shareholders

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Americanas' strategy of holding management accountable for fraud only harms minority shareholders

Americanas' strategy of solely holding a small group of former directors responsible for the largest accounting fraud in Brazilian history and exonerating the company itself and the controlling shareholders has gained another chapter. The company's Board of Directors approved the granting of million-dollar benefits for Flávia Carneiro and Marcelo Nunes to provide testimony about the case, making the statements of both questionable. "What is the exemption for an employee who received such a package of benefits? The motivation should not be just to clarify the facts and obtain some reduction in the penalty," questions Eduardo Silva, president of the Institute of Business.

In the view of the Instituto Empresa, an organization that brings together minority shareholders and defends investors, Americanas' strategy of shifting all responsibility to the administrators aims to exempt the company from reimbursing minority shareholders. "Only the company can sue the guilty directors, leaving investors without any claim for compensation," emphasizes Silva.

Contrary to what Americanas' defense claims, the reality of the facts is that there were flaws in the company's own structure, as concluded by the investigation carried out by B3, which suspended the company from the Novo Mercado and imposed fines on Americanas itself, its board members and the audit committee.

In the decision, B3 pointed out that the Directors were negligent in overseeing and managing internal controls, allowing irregularities to persist for nearly two decades. According to the stock exchange, the Directors should have exercised greater diligence and supervision. The disapproval of conduct is very similar to that attributed to Directors, with fines being practically identical, highlighting the shared responsibility for fraud management.

B3 also highlighted the lack of action by the Directors regarding the audit and the company's internal control mechanisms, reiterating that they failed to take the necessary measures to prevent accounting frauds. The fines imposed on the board members and audit committee members ranged from R$ 263,399.33 to R$ 395,099.00. The members of the audit committee received the largest fines for failing to demonstrate the effective functioning of the body.

At the beginning of September, the Company submitted a request for the definitive exclusion of the Company from the Novo Mercado segment to B3. If accepted, the mandatory exit of the retailer will occur through the execution of a Public Share Purchase Offer (OPA). The proposed OPA aims to benefit minority shareholders, who suffered losses of up to 75% in the value of their shares in just one day in January 2023, when the fraud was revealed. The Institute awaits B3 to set the deadline for the disclosure of the mandatory exit tender offer notice.

“B3’s decision, in November 2023, was to suspend the sanctions. By its very nature, it must evolve towards the lifting of sanctions or, alternatively, towards their worsening. It is not possible to maintain a provisional state on a permanent basis”, highlights Silva.

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