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Influencers: protagonists of modern communication 

Matheus Felipe
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Influencers: protagonists of modern communication 

The impact of digital influencers in Brazil can no longer be ignored. Brazil, with millions of users on networks such as Instagram and TikTok, clearly reflects this reality influence.me66,7% of brands are expected to increase their investments in influencer marketing in 2024. 

These content creators have emerged as central figures in marketing and communication, transforming the way brands and consumers interact.  

Currently, digital influence goes beyond conventional advertising. Influencers are seen as authentic and close figures, whose recommendations are highly valued. This proximity, often non-existent with traditional celebrities, allows influencers to shape trends, promote products and mobilize communities. From nano to mega-influencers, there are differentiations, such as audience size and how it affects engagement. Nano and micro-influencers, despite having fewer followers, usually generate greater trust and proximity, becoming strategic alternatives for more authentic and effective campaigns. 

In addition to boosting the market, influencers play an essential role in the democratization of information. Many address relevant topics such as mental health, sustainability and diversity, using their platforms to promote social awareness. During the pandemic, Brazilian influencers mobilized their followers for solidarity actions, reinforcing their role as agents of change. In this way, they expand previously marginalized voices and create important dialogues for society. 

Various strategies can be applied in personalized campaigns for different types of influencers, considering engagement and reach metrics. This exercise demonstrates the power of influencer marketing in connecting brands and audiences in a genuine way, offering something that traditional marketing cannot: authenticity. 

Influencers are more than opinion makers; they are protagonists of modern communication.With their ability to engage and transform, they shape the future of marketing and society, connecting people and driving change. 

Learn more about it in the podcast Midiatize, in which we address the evolution of this phenomenon, from the “arqueology of the term” to the role of influencers in the digital economy and social change.

Black Friday and AI: what to expect from trade this year?

E-Commerce Uptate
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Black Friday and AI: what to expect from trade this year?

According to the study by Wake/ Opinion Box, on Black Friday Purchase Intention, made with 1,076 Brazilian consumers between July 24 and 30 of this year, 66% intend to buy on the next Black Friday. And the largest date of e-commerce should be shaped by the growing adoption of technologies, especially Artificial Intelligence (AI).

According to the study Artificial Intelligence in Retail, from Central do Retail, made between April and June this year with 307 Brazilian retailers, 47% already use AI, mainly in marketing and sales. Among the perceived benefits, are increased efficiency (84%), cost reduction (42%), improvements in customer satisfaction (39%) and increased sales (36%). The technology helps to customize the consumer experience and optimize operational processes.

Andre Maia, co-founder of the startup Storehouse“a AI is revolutionizing the way consumers interact with brands.With the ability to analyze large volumes of data, AI enables unprecedented personalization by adjusting offers and recommendations in real time to meet individual customer needs.At Black Friday 2024, we expect to see a significant increase in sales driven by these technologies

AI is enabling companies to deliver highly personalized shopping experiences, from product recommendations to unique offerings based on consumer buying behavior. 

Logistics as a competitive differential

“Logistic services have become, increasingly, a competitive differential for companies. They no longer see Logistics as a cost center, starting to evaluate it by the level of service and as a revenue center. This is because, being well done, it ensures satisfaction and recurrence of purchase by consumers. They prefer to buy from companies they know will have guaranteed delivery, good service, speed and security”, says Gustavo Barbosa, co-founder of Armazenai.

Automation 

Process automation, such as inventory management and logistics, is making operations more agile and accurate, reducing errors and improving operational efficiency.

Phygital - The junction of the physical with the digital

The integration of physical and online experiences is becoming increasingly common, providing consumers with a fluid and convenient shopping journey. 

In short, the revolution is just beginning, as is the impact on retail and e-commerce.

Corios announces AI and Analytics division of Quality Digital as center of excellence for analytical modernization services

E-Commerce Uptate
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Corios announces AI and Analytics division of Quality Digital as center of excellence for analytical modernization services

A Corios, Global in transformation and migration from legacy SAS environments to modern data and analytics platforms, announced the AI and Analytics Division of Digital Quality, a company listed on BM&FBOVESPA and a reference in innovative digital solutions, such as the Center of Excellence for accelerated and accurate conversion of on-premises analytical platforms, such as SAS, to open source cloud environments.

Robin Way, CEO of Corios, was in Brazil recently and highlighted the importance of this new phase of the partnership with Quality Digital for the Brazilian market.Second Way, the initiative will allow companies to migrate their legacy analytical environments to open source cloud platforms, bringing significant benefits to those who use SAS technology. “The opportunity is really huge, there are more than 80,000 SAS corporate clients around the world and, here in Brazil, the use of this platform is still very large. So, the growth opportunity for these customers is exactly what Corios has seen in the USA and Canada, which means that there are no limits on how far we can take this partnership with Robin”.

For Julio Britto Jr., CEO of Quality Digital, this is a unique opportunity to bring to Brazil a disruptive technology. “Brazilian companies will understand that there is a huge market for this type of technology and it means a lot to count on this platform”, explained Britto Jr. “We are very proud to be chosen by Corios to represent them in the country and be the center of delivery of their products to the world of”, he added.

The partnership between Corios and Quality Digital goes beyond Brazil and Latin America, also covering markets such as the United States, Canada and Europe. With Corios focused on software development and Quality Digital acting as a strategic partner in the implementation of solutions for customers, the collaboration promises to solve a wide range of challenges, offering expertise in both technology and execution.

Quality Digital's vision of the future is aligned with global market trends. Artificial intelligence (AI) projects require a modern approach in data processing, such as the creation of a Data Lake, which enhances data exploration more effectively. “Our vision is that this division of AI & Analytics of Quality Digital will become one of the main divisions of the company, not only in the question of using AI in its breadth and in the field of Generative AI, but also in those disciplines that account for the predictive, prescriptive and descriptive, Combining these elements together with the generative, we have given very favorable responses to the return of AI & Digital Pantoni, or Pantone.

Corios is also distinguished by its deep knowledge in emerging technologies and tools from cloud providers, such as Databricks.This expertise expands the opportunities of the partnership, not limited to migrations of legacy systems, but exploring the potential of artificial intelligence in specific technologies. Thus, from a strategic and technological point of view, the partnership opens new possibilities for the market.

Another crucial point of this collaboration is the transition from old data analysis platforms, which many companies do not want to maintain, to more modern solutions. The challenge is to find qualified professionals to operate these old platforms, while new talent prefer the most current technologies. The partnership between Corios and Quality Digital not only facilitates this migration, but also offers experienced professionals the chance to develop new skills, ensuring their relevance in the labor market.

“This partnership was a very happy meeting we had with Robin, because we complemented our strategy.We understand that this disruptive technology that is emerging and changing the old technology to a new one, is a great opportunity to consolidate our growth for the next years in this market”, concluded Britto Jr.

How to brand your startup

E-Commerce Uptate
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How to brand your startup

With thousands of new businesses emerging annually, the market becomes a real battleground for startups. Competition with large companies forces the creation of increasingly creative strategies, but it is precisely in this scenario that branding becomes essential. Eros Gomes, a brand specialist, highlights that branding goes beyond a simple logo; branding helps create connections between customers, shareholders and employees, defining how your company is perceived in the market.

Branding is a business management model that aims to make the public recognize and connect with your brand. This includes from the name, so, to the values and missions of your company, but goes much further. Branding is about connecting with all stakeholders in a strategic way. For startups, this construction is crucial: “Without a strong and unique brand identity, it is difficult to stand out and win the loyalty of consumers,”, comments Eros Gomes. Investing is more than a differential; it is a strategic pillar for the survival and growth of the business.

Initial Steps to Develop Your Startup Branding

1. Define Your Story and Mission: Before creating any visual material, it is critical to establish the narrative of your startup. Why does your company exist?What impact do you want to make? These responses help shape your brand mission, creating an emotional bond with the audience.

2. Choose a Memorable Name: Your company name should be easy to remember, unique and convey the brand values. “Avoid complicated names or those that get confused with competitors; simplicity and originality are your best allies,” recommends Eros.

3. Develop a Cohesive Visual Identity: Visual identity goes beyond a logo; it involves colors, typography and design that convey the essence of the brand. Eros emphasizes that consistent “cores and fonts at all touchpoints create a strong and recognizable image.”

Graphic design is one of the pillars of branding for startups.From logo to website design and marketing materials, every visual element should reflect brand identity.Many startups avoid hiring designers due to cost, but Eros suggests affordable solutions like unlimited graphic design services, which offer quality and consistency without compromising budget.

But in which direction should you go? Well, creating a brand is a dynamic process.Customer feedback, market analysis and trends should guide the continuous evolution of your identity.“Always be open to adjustments, whether in communication or visual identity, to ensure that your brand remains relevant,” advises Eros.

Branding is an intangible but powerful asset that goes beyond a product or service. Investing in a solid and authentic brand identity is the way for startups that want to stand out and build a lasting legacy in the competitive market.

Black Friday: payment methods should be a priority to ensure conversion

E-Commerce Uptate
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Black Friday: payment methods should be a priority to ensure conversion

Consolidated as a relevant date in Brazilian retail, Black Friday has shown significant growth in recent years. Marked for November 29, this year's edition already presents remarkable numbers in relation to buyers interested in acquiring products during the period.

A survey carried out by PiniOn it demonstrated that 39% of the survey participants are intent on shopping on date, while a study promoted by Opinion Box in partnership with Dito revealed that 55% of consumers plan to purchase products during Black Friday, thus highlighting the considerable potential of this occasion.

In addition, more and more brands have been preparing to offer promotions not only on that specific day, but expanding to cover the full week or even the entire month with initiatives such as “Black Week” and “Black November”.

“Several companies are already looking at the date with a focus on providing improvements in the shopping experience, comments Daniela Machado, Global Director of Marketing and Products C&M Software, Brazilian multinational that offers technologies for the financial market and the means of payment sector.

Black Friday not only represents a significant opportunity for consumers, but also a strategic moment for retail, which can generate mutual benefits between businesses and buyers.

Payments in e-commerce

One of the crucial factors for the success of e-commerce is the diversity and security of the means of payment available to consumers. The choice of method can directly influence the purchase decision and the user experience.

According to a survey conducted by Pagar.me in collaboration with E-commerce Brazil, 62% of merchants are adopting Pix as an attraction to present more competitive prices. And the expectation is that there will be an even more significant increase this year, solidifying Pix as a relevant strategy in promotional campaigns.

However, it is essential that e-commerce platforms ensure the security of customer data, mitigating risks such as fraud and information leaks.

“The user feels more comfortable to make their purchases when the site offers solutions that simplify their journey and increase security, especially with the reduction of screens and the elimination of the need to enter data outside the bank environment. By modernizing and adapting to technological developments, e-commerce not only stands out in the competition, but also boosts its billing by reducing the abandonment rate of” carts, comments Daniela.

Still according to the executive of C&M Software, retail faces intense price competition and must recognize the preference of the Brazilian consumer for Pix when making purchases. However, the solutions available in large marketplaces and sales sites usually have an extensive user journey, resulting in a preference for credit card.

“This choice can harm retailers due to the reduction of earnings, waiting for receipt and the risk of default. Therefore, it is essential that there is a prioritization of immediate reconciliation and agility in receipts, avoiding the division of profits with the flags of” cards, highlights the executive.

Payment methods are not only an operational component, but a determining factor in the customer experience and, consequently, in the vitality of the online business.

Improvements to the shopping experience

To improve the step by step of customers in relation to the completion of purchases, especially with regard to the type of payment used, companies have sought ways to provide a better experience to their consumers and one of them is the use of platforms and tools that assist in the final stage of product acquisition, making it safer for users and avoiding issues such as cart abandonment for e-commerce.

And it was with this in mind that C&M Software executives developed Crystal, an innovative institution that offers products that allow integration with Open Finance. Crystal is a Payment Transaction Initiator (ITP) that shortens the steps when paying for purchases made in e-commerce. The use of the tool allows the user to make the payment with fewer steps and without the need to enter data outside the banking environment, which provides greater comfort during the transaction.

“When a website offers solutions that simplify the customer journey and increase security, user satisfaction increases. In addition to demonstrating modernity and attention to technological developments, e-commerce stands out in the competition by reducing the rate of abandoned carts, resulting in a significant increase in billing and Crystal can be a great ally”, highlights Daniela.

Cart abandonment

Cart abandonment is another challenging issue faced by contemporary e-commerce.Recent data indicates that, on average, 70% of consumers who add products to the cart do not complete the purchase, resulting in significant losses for virtual merchants.And for this, Crystal can also be a great ally by ensuring a faster and safer checkout.

“Currently, being an extensive and complex process, besides being full of uncertainties in the security of the site, the bounce in the cart has risen to 82%, that is, the electronic retail has been losing a significant amount of” conversion, comments the executive of C&M Software.

The implementation of innovative solutions such as Crystal emerges as an effective response to the difficulties of e-commerce in preparing for Black Friday.The adoption of technologies that optimize the customer journey becomes an essential competitive differential, meeting the growing demand for efficiency and security and solidifying the position of companies in the e-commerce market.

84.51% of Brazilians prefer shopping apps, while dating and social networking apps remain the most used daily, research reveals.

E-Commerce Uptate
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84.51% of Brazilians prefer shopping apps, while dating and social networking apps remain the most used daily, research reveals.

With the onset of the year-end shopping season, the 2024 Consumer Expectations Report, recently released by Appdome, the all-in-one mobile app defense platform, points to a promising scenario for online commerce. According to the study, 84.5% of Brazilians use mobile apps for their shopping, a figure that exceeds the global average by 53%. However, this increase in app usage is accompanied by a growing concern about data security, especially considering that nearly half of the population has either experienced or knows someone who has been a victim of cyberattacks, according to the investigation.

This year marked the third consecutive survey in which Brazilian consumers reported using mobile apps more than websites for shopping and other transactions. The growth gap between mobile apps and online websites increased at a pace similar to the previous three years, making it unquestionable that mobile apps have replaced traditional websites as the most utilized component of consumers' daily activities in Brazil.

Furthermore, Brazilians are using more mobile apps daily, with greater growth in the quantity of apps: 21.5% of Brazilians use between 11 and 20 per day, and 13.9% use more than 20, figures 24.1% and 73.3% higher than the global standard, respectively. The use of fewer than 5 apps per day dropped significantly. The data indicates a growing trend in the number of mobile apps used daily by Brazilians, with consistent growth year after year, especially for a larger quantity of apps. 51.3% of Brazilians also reported spending more time on apps, 17.7% above the global average.

Tom Tovar, CEO and Co-founder of Appdome, explains that the massive increase in mobile app usage in Brazil highlights the urgent need for brands to enhance cybersecurity to protect their users. "The behavior of Brazilian consumers, with such a high percentage of users utilizing many apps daily, raises the risk level of attacks, as each new installed app can be a potential entry point for threats," he emphasizes.

Social media and dating apps ranked first among the most used, at 56.9%. Banking, investment, and digital wallet apps are also at the top of the list, with 47.9% and 42.4% of Brazilians stating they use these apps most frequently. Food delivery apps and mobile gaming and betting apps also recorded significant gains, at 41.2% and 34.1%, respectively.

Security and the protection of sensitive data

When asked about their greatest fears when using mobile apps, Brazilian consumers cited mobile hacking and fraud as the top concerns, at 61.3% and 54.5%, respectively. Data breaches remained stable at 29.9%. Expecting their data to be protected, 96.7% of Brazilian consumers stated they seek information about an app's security and privacy before using it, a figure substantially higher than that of global consumers.

One in two respondents reported having been a victim of social engineering scams, and 48.9% have been the target of a cyberattack, mobile malware, or mobile fraud, exceeding the global average by 60.7% and 15%, respectively. In light of this, 52.1% of consumers in Brazil said that mobile apps which collect, use, and share personal data must maintain the highest levels of security and privacy protection, a 7.1% increase from 2022.

Finally, 78.7% reaffirmed that they have abandoned mobile apps that did not protect their data or their usage, a number very close to those who stated they stopped using a mobile app that had experienced a breach. "This data reinforces the growing user awareness about the importance of data protection and digital privacy; that is, user trust is directly linked to a company's ability to protect sensitive information, and a data breach can result in significant impacts for brands, both in reputation and customer retention. In a scenario where cybersecurity is a priority, companies that do not invest adequately in this area risk rapidly losing their user base," concludes Tovar.

Fernando Baldin receives personality of the year award from HDI Brazil

E-Commerce Uptate
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Fernando Baldin receives personality of the year award from HDI Brazil

Recently, Fernando Baldin, Country Manager Latam AutomationEdge, received the personality of the year award from HDI Brazil, at Experience HDI 2024, an event held by HDI Brasil, the institute responsible for bringing together good practices and the community of IT service management, support and technical service in the country, which took place at the Resort Club Med Lake Paradise & Metaverse, in Mogi das Cruzes, Sao Paulo.

The award is a symbol of dedication, effort and generosity, always delivered to a professional who has dedicated himself to the community and the IT market. Before being announced on stage, Baldin was praised as well as a good professional who understands service management, for being a person who shares his knowledge with other professionals in the sector. Because of this, the trophy recognizes not only the technical capabilities, but also the ability to inspire others.

When going on stage, Baldin thanked his colleagues and his family. “Antes of all I would like to thank the entire HDI team for this fantastic event and also to my whole family.In 2013, it was the first time I gave a presentation of HDI, and today it is a pleasure to receive this award and be recognized in an area that I dedicate myself every day”, commented the executive.

Experience HDI is the largest and most immersive IT services event in Latin America. This was its 16th edition, which featured content and lectures transmitted both on the metaverso online platform and face-to-face for the entire public. Taking content, experiences and innovations to the IT community. In the last year, the event brought together more than 1,500 professionals and IT services companies and Innovations, from all Brazilian states. More than 60% were leaders and decision makers, which enhanced business generation and strategic management.

Generation Z is expected to represent 30% of the workforce by 2030, Adobe says

E-Commerce Uptate
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Generation Z is expected to represent 30% of the workforce by 2030, Adobe says

According to the report Cultural Insights, from Adobe Stock, held by Adobe, Generation Z is expected to surpass Boomers in the workplace later this year and make up 30% of the workforce by 2030. This increase in the first generation of digital natives in the corporate world is leading companies to rethink their practices, adjusting them to the expectations of this generation regarding organizational culture, inclusion, benefits, career opportunities and mental health care.

Many companies are already reviewing their policies and cultures to retain these young people, especially as Generation Z 57% plans to change jobs within a year. These adaptations are transforming the professional landscape, impacting corporate routine and work models.

According to Paulinho Franqueira, Principal Solutions Consultant of Adobe in Brazil, the goal is not only to attract, but also to retain these talents.This second goal is challenging, since Gen Z is more likely to move professionally frequently, unlike previous generations.“Fortunately, efforts to renew corporate culture and offer greater flexibility in the workday have proven effective in retaining these talents”. 

Social Issues

Generation Z is the most diverse in the workplace and requires leaders who are honest, empathetic and fair. In the United States, 77% of young people of this generation believe that it is essential to work in companies committed to diversity, equity and inclusion. In addition, 58% require their employers to prioritize social and environmental responsibility, according to a survey by Talent LMS and Bamboo HR, while 68% value engagement with social causes.

The same study found that Gen Z's 76% defines a great work environment as one in which “people are caring, friendly and socially conscious”. 

Company Benefits

For Generation Z, flexibility and career path are more important than remuneration, a priority that contrasts with that of baby boomers, who put wages first. “Although there are overlaps between the preferences of different generations, the motivations behind these choices vary according to the stage of life. Generation Z may be considered an idealistic’, but does not face the same financial pressures as supporting children, for example”, notes Franqueira. 

Career Development and Mentoring

An Adobe survey in 2023 revealed that 83% of young people consider mentoring crucial to their development, but only 52% have a mentor, and 48% want more training in work-related technical skills. “When entering the workforce, they know they need guidance, and any company offering a mentoring program will significantly increase the retention of” talent, says Franqueira. 

Life Balance and Mental Health

Generation Z values work-life balance, prioritizing quality time outside of work. YPulse trends survey“What’s Next For Work” revealed that 78% of young people in the United States feel exhausted due to work.Depletion and lack of work-life balance are the main reasons why Generation Z leaves their jobs, even overcoming the issue of inadequate wages.

Young people of this generation are also more likely to seek mental health support compared to other generations. About 82% of them in the US consider it important to have days dedicated to mental health, while half would like to receive training in this area.

With Generation Z taking up more and more space and gaining a voice in the labor market, companies that want to remain competitive need to adapt their cultures to meet the expectations of this new generation. Investing in flexibility, career development, mental health and social responsibility attracts and retains them, creating a more dynamic, inclusive and sustainable work environment. 

The changes initiated by this generation are already shaping the future of work, and organizations that align with these trends will be better positioned to thrive in the years ahead.

FCamara opens applications for its mentoring program open to the public

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FCamara opens applications for its mentoring program open to the public

FCamara, technology and innovation ecosystem, through the tech Orange Juice community, announces a new edition of Mentoranger, a free mentoring program open to all professionals interested in improving management capacity. In the last edition, held in June this year, 41 mentorships were offered, with the participation of 123 people and 5 mentors. In the previous version, in October 2022, the program held 39 mentors, serving 95 people, with the support of 9 mentors. This time, the company expects a group with more than 300 subscribers. 

Mentoranger, which takes place between October 21 and 25, will have the mentorship of FCamara executives Joel Backschat, CIO; Cleyton Costa, Quality Analyst and Renata Faxina, Tech Recruiter, as well as prominent names of other companies, such as Josi, Head of Culture of Rocketseat, Tereza Alux, Product & Service Designer in South America and Director of Ladies That UX, Vivian Lima, Quality Analyst at Camino Education and founder of the Cantinho community of QAs.

“The idea of Mentoranger is to provide professionals from all over the country's labor market the opportunity for rich exchanges with consolidated and respected experts in the market, adding insights and knowledge to enhance their” leadership capabilities, explains Backschat about the purpose of the project.

Mentoranger is open to all interested parties, without restrictive criteria for participation. Registrations can be made by the link https://tech.orangejuice.com.br/mentoranger  until October 24th, mentees will have the freedom to choose the professionals with whom they wish to conduct their mentoring sessions.The expectation of the public depends on the amount of mentoring available, with a history of more than 120 participants in previous editions.

The event will be fully online, with one-hour sessions, and can count on up to three mentees per session. In the week prior to the event, the company will provide a link to schedule mentoring for subscribers.

Financial protection: 3 reasons to offer insurance in your store

Tatian Martins
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Financial protection: 3 reasons to offer insurance in your store

The Brazilian economic scenario has faced critical challenges in recent years, with alarming levels of indebtedness and default among consumers. According to recent data from Serasa Experian, more than 72 million Brazilians are with some type of debt in arrears, which represents about seven in ten families. Projections of the National Confederation of Goods, Services and Tourism (CNC) indicate that the level of indebtedness should grow in the coming months, reaching 79.9% in December 2024.

In this context, financial protection insurance emerges as a solution to protect buyers against unforeseen and economic difficulties caused by loss of income. In addition to expanding the supply to meet a growing demand, a financial protection service io also called lender insurance IO brings several benefits to retailers, including customer loyalty and opportunity to generate additional revenue.

Greater credibility

It is undeniable that consumers are increasingly demanding when choosing products and services. They seek not only quality, but also brands that really meet their needs and offer real value. By providing a comprehensive solution that ensures compliance with financial obligations even in the face of adverse situations, the store demonstrates commitment to the safety and well-being of its customers. This helps to attract new audiences, as well as strengthening the loyalty of those who already know the brand by taking care of what is important to them.

Market differential

In an increasingly saturated market, offering financial protection insurance can be an excellent competitive differentiator. Retailers who see beyond the obvious and identify the real needs of consumers have the chance to expand their portfolio with relevant solutions, especially in the current economic scenario.

These insurances guarantee the partial or total payment of the debts of the insured in situations such as loss of income due to involuntary unemployment, temporary physical incapacity, hospitalization by accident, accidental death, among others. In addition, they can provide benefits such as agility in service, which contributes to improve the customer experience and strengthen the position of the shopkeeper in the market.

Increased sales

Financial protection insurance can also generate a significant source of additional revenue for the retailer, reaching a diverse audience, both CLT and self-employed workers, professionals and public officials. By offering these products, it is possible to increase the average sales ticket or even turn initially visitors without purchase intention into consumers, strengthening the efficiency and success of the sales strategy.

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