CRM is the acronym for Customer Relationship Management.This is a system that allows companies to gather data from all interactions with their consumers on a single platform & artificial intelligence has proven to be an ally in this process.

Currently, 41% of companies in Brazil they already use AI in their operations. With the ability to identify patterns from data analysis, this technology automates tasks, increasing productivity and efficiency.

When CRM and AI work in an integrated way, the company has a more accurate view of consumer behavior. This combination has been gaining ground and evolving in recent years.

CRM is a global trend in business

According to GrandView Research, 91% of companies with at least 10 professionals they already use some kind of CRM system to manage the relationship with customers.

In digital marketing, this type of software organizes relevant information about each consumer, making it easier to create personalized strategies and campaigns based on individual preferences.

In practice, a store can gather from the behavior of navigation on the site to the history of purchases and services purchased. This information makes it possible to adjust actions and optimize results in sales.

Personalization increases the number of conversions

With an efficient strategy, customize the service with the support of a CRM can increase the conversion rate by up to 200%.

This includes, for example, conducting A/B testing to identify the best campaign formats, as well as integrating with automation tools.

CRM already offers features to segment customers based on age, gender or behavior.With AI, however, this information is more intelligently cross-referenced, allowing you to identify exactly what stage of the buying journey the consumer is at.

In addition, AI performs these analyses more quickly and efficiently, thanks to machine learning, which uses algorithms to interpret large volumes of data and predict future behaviors.

Benefits of CRM and AI integration

The combination of CRM and artificial intelligence brings a number of advantages to marketing and sales teams

• More personalized campaigns: with the support of AI, CRM identifies individual preferences and behaviors, allowing the sending of relevant content to each consumer;
  
• Greater loyalty: analyzing the history of purchases and interactions helps predict the best time to resume contact with the customer, increasing the frequency of purchase;
  
• Increase in the average value per transaction: based on the consumption profile, the system suggests complementary products or upgrades at the right time of purchase;
  
• Precise audience segmentation: AI allows you to group consumers by interests, behavior and stage in the life cycle, facilitating personalized strategies for each profile;
  
• Data-driven actions: campaigns are no longer generic and are driven by concrete data, with insights into the best content, channel and time to impact the customer.

In general, joining CRM to artificial intelligence means using data more strategically, better understanding consumers and optimizing sales. This integration is already a reality in many businesses and tends to be essential in the near future.

In search of flexibility and greater control of investments, the opening of virtual stores has gained prominence among entrepreneurs in Brazil. According to data from the 10th edition of the survey “Profile of Brazilian E-Commerce”, held by BigDataCorp in the country, there are more than 1.9 million virtual stores. Although the market was initially dominated by major players such as Amazon, Mercado Livre and Magalu, the reality has diversified.The survey also points out that 45,79% of virtual stores are managed by a single entrepreneur. Other 40,47% have less than 10 employees, and even offer large products.

The current scenario offers a favorable environment for those seeking to start a business with low production cost. By 2025, the Brazilian Association of Electronic Commerce (ABComm) projects that the sector will achieve a turnover higher than R$ 230 billion, with an average ticket of R$ 539.28. Lucas Castellani, CEO of Cartpanda, an ecosystem dedicated to digital entrepreneurs, highlights that the growth of e-commerce is a reflection of the acceleration of digital transformation.

“Currently, the entrepreneur needs an efficient sales platform, varied payment options and an engaged audience. In addition, the presence in social networks has become a strategic differential. Today, purchases are made directly by mobile, either by applications or websites, putting commerce literally in the palm of the consumer's hand. This greatly facilitates the conversion of sales, making the process much more agile and accessible”, adds the executive.

Faced with the market high, Castellani shares 4 tips for those who want to start their own business with low investment.

1-Initial Investment

Setting up an online store can be affordable even on a limited budget. The initial investment varies depending on the size of the business, but for those who want to start lean, you can get the idea out of the paper with about R$ 1,000 to R$ 2,000. This amount can cover essential items such as the choice of platform (some have free or affordable plans), domain registration, hosting and the first digital marketing actions.

2 ^ Choice of platform and focus on omnichannel
 

When choosing the online platform, prioritize those that offer complete solutions and integration with other tools in your digital ecosystem. Features such as optimized checkout, customizable templates, technical support and expansion features are important differentials. Platforms such as Cartpanda, for example, offer all this in one place, facilitating the management and growth of the business from the beginning.

Also, think omnichannel: being present in different channels extends your reach and improves the customer experience. Your store should be connected to social networks, such as WhatsApp, Instagram, Facebook and TikTok, in addition to Email, which work not only as showcases, but also as channels of relationship, sales and sharing promotions.
 

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Choosing a niche market is essential. The tip is to align your interests with the demand of the public and observe trends in high, such as sustainable products, well-being, pet shop, technology and personalized items. Research consumer behavior, analyze the competition and focus on solving specific pains of a well-defined audience. Segmented niches tend to generate more engagement and loyalty, facilitating the creation of a strong and relevant brand.

4. Metrics and results

Keep an eye on indicators such as conversion rate (how many visitors buy), average ticket (average value per purchase), CAC & Customer Acquisition Cost, ROI & Return on Investment, and cart abandonment rate. With these metrics, you identify what is working, adjust campaigns, and improve the customer experience to drive sales.

When the first cases appeared, they were treated as punctual. But now, with more than 1 million Pix keys exposed since 2021, according to data recently released by the Central Bank, it is more correct to call them common. The latest, was that of Cashway Tecnologia, which despite involving only 50 keys, made Brazil return to discuss security in the instant payment system. 

This is because in the first months of this year, new incidents of leakage were recorded, raising concern about the protection of personal data of users. Before Cashway, the problem had occurred in the IQ Direct Credit Society and exposed 25,349 Pix keys of customers. In addition to these, had great repercussion the case of XP (XPBR31), which communicated to customers at the end of April that a database hosted in an external supplier of the financial institution had an unauthorized“”. In this way, users were victims of leakage of information such as name, telephone, email, date of birth, date, CEP, nationality, and state of financial products were contracted and state.

According to Thiago Guedes, CEO of DeServ, a company specialized in information security and data privacy, for companies responsible for protecting Pix keys to avoid the occurrence of punctual failures in systems it is essential to observe the entire development of applications and systems from the programming and testing phase until it goes into production. This monitoring is required precisely to prevent possible problems and failures before they even happen.

“In this way, all companies that deal with personal data need to develop processes of continuous improvement covering both the legal and information security aspects. During all stages of data processing, it is essential to seek an immediate adaptation to the LGPD. The legislation itself requires that a data protection impact report is made and the company needs to structure itself so that it has these processes well underway to be able to manage possible” risks, he says. 

Regarding Pix key holders, it is necessary to pay attention to the fact that it is not always possible to know when and if they were the victim of a leak or not. In this sense, the ideal is always to take extra security measures. “Although the leaked data does not include passwords or allow financial movements, any exposure of personal information can facilitate coup attempts, especially by social engineering”, he warns

 Guedes gives some tips on how to protect yourself.

Monitor your Pix keys: frequently track the use of your Pix keys through your bank's app.If you notice anything strange or unknown, contact the financial institution immediately.

Enable alerts and notifications: keep Pix transaction notifications enabled on your phone to quickly identify any unauthorized movement.

Beware of suspicious messages: scammers often use leaked data to send fake messages (phishing). Never click links received by SMS, WhatsApp or email, even if they seem legitimate.

Update your information: if you suspect that your key has been compromised, you can request portability or deletion of the Pix key from your bank.

Use multiple authentication factors: whenever possible, enable two-step verification in financial apps and register strong, unique passwords.

Check if your data has been leaked: the Central Bank provides official channels to inform the user about any leaks. Stay tuned for communications directly in the app of your bank or on the BC website.

According to the Central Bank, the leaked data includes information such as name, CPF, relationship bank, agency number and date of creation of the Pix key.No sensitive data, such as passwords, balances or statements, has been compromised.

“O Pix is a secure system, but no technology is immune to operational failures. Therefore, user care is an essential part of” protection, concludes the expert.

Experience marketing has gained space among the most effective strategies for brands that seek to create real links with their audience. More than an impactful event, loyalty requires consistency between what is promised and what is delivered. In a scenario where the consumer is increasingly aware of their actions and demanding with brands, companies must reinvent themselves to maintain relevance.

Ale Tcholla, partner and creative director of Blood, agency reference in non-stop experience, a successful experience needs to reflect the values of the company in a genuine way. “The consumer realizes when there is truth behind an action, and that is what makes him trust and engage. The ideal is to provide people with a memorable and unforgettable moment, which allows the public to leave with this memory of something positive and impactful that he experienced due to creativity, delivery and work”, he explains.

“The weather on the day of the event, the venue, the needs of the moment, the message to be transmitted, all of this can be used for branding and to reinforce the image of the product, but being able to unite all of this in a true and credible way is the great challenge of Live Marketing”, he points out.

In this scenario, the expert listed the five essential steps to win public loyalty from Live Marketing:

1. Define and communicate a clear purposeFor Tcholla, every action needs to start from a goal that represents the real value of the brand to its audience. “A communication should be direct and consistent. The purpose is what differentiates an experience with real impact from an action only aesthetic. When the company has clarity of what it represents, everything aligns around this”, he adds.

2. Be transparent and consistent in all interactions

According to him, the values that advertising campaigns present need to be really aligned with the reality and actions of brands. “It is important that these values reflect what the brand believes and what it can really offer consumers. For a campaign to be effective, it must not only draw attention during an event, but also show that it continues to act according to these principles later. Thus, consumers can trust that the company fulfills what it promises”, he explains.

3. Explore technological innovations to strengthen the relationshipPerceiving technology as an ally, from the product production process to the communication strategy, is fundamental to get closer to the public.“However, the possibility of anyone picking up their mobile phone and commenting on a product, or even seeking an answer about a controversial action, makes brands more vulnerable”, says the director of Blood.

For Tcholla, technology brings it closer and reveals.“Using it with awareness, from production to post-event, reinforces the message and creates new forms of relationship with the public. In this way, it is possible to explore all the points of contact and their peculiarities to deepen the message, reinforcing the positive perception of the consumer, generating loyalty and even turning him into a promoter of the” brand, he says.

4. Plan actions that connect before and after the eventAccording to the executive, the experience does not begin or end at the moment of activation. Continuity is what reinforces the memory and consolidates the bond. “The event is a point of contact and communication has to be planned so that it reinforces a message that has been consolidated, in all relevant channels. The idea is to build a relationship before and nurture it afterwards, with messages that reinforce the experience and prolong the engagement”, he points.

5. Create memorable experiences that generate spontaneous engagementMarking moments are those that arouse emotion and become shareable by the will of the public, not by imposition. For Tcholla, face-to-face events allow a sensory experience that no other marketing tool, which passes through screens, allows. 

“Knowing how to explore all these senses to reinforce a specific message or positioning is a huge challenge. A memorable experience does not have to be grandiose, but meaningful.When the company touches the real public, it becomes the biggest promoter of the” brand, he concludes.