Considered one of the most important dates in the retail calendar, Mother's Day moves millions in physical and digital commerce. In 2024, the sector had already registered significant growth: 15.8% in e-commerce and 4.5% in physical stores, according to data from the Unlimitail, a joint venture between the Carrefour Group and the Publicis Group.For 2025, the expectation is for an even more robust performance & Retail Media it emerges as one of the main allies of brands to convert seasonal opportunities into lasting results.

“Mother's Day is the great opportunity of the first semester for retail. It is essential that brands anticipate to attract and retain their customers before the date, since, according to the survey, consumers begin to seek gift ideas 15 days in advance”, highlights Fatima Leal, Director of Key Accounts at Unlimitail.

According to a study by the National Confederation of Directors and Shopkeepers (CNDL), Serasa and Offerwise, the date should move R$40 billion this year. And according to data from a new survey by Globo, 82% intends to present the $300 average ticket of R$300. The ranking of souvenirs consists of perfumes and cosmetics (34%), clothing, chocolates and sweets (15%), footwear (1213T3T), flowers (13T13T), (13T13T).

In that context, Retail Media the proposal is simple but powerful: use the digital channels of large retailers (such as websites, apps and social networks AS MEDIA platforms to impact consumers at the time they are most likely to purchase. An example of the power of strategy are people reached by Carrefour media (31 million/month), Sam’s Club (2 million/month) and Wholesale (35 million/month), among others 

“The differential of Retail Media is the combination of reach and accuracy. By advertising in environments where the consumer is already browsing with purchase intent, it is possible to significantly increase the chances of” conversion, explains Fatima. Personalization is also a strong point: based on browsing data and purchase history, it is possible to direct more relevant and accurate campaigns.

But the impact of Retail Media goes beyond point sales. The strategy also proves to be efficient in building customer relationships.“Date dates are the gateway for new consumers, but brands need to think beyond immediacy. Loyalty to these customers means ensuring new purchases in the future and still rely on spontaneous recommendation from a good” experience, concludes the executive.

With advance planning and intelligent use of data, Retail Media consolidates itself as a powerful strategy not only to boost sales on Mother's Day, but also to generate value throughout the year.

Automation is no longer a rack technology and has taken up strategic space in companies. From microentrepreneurs to large corporations, the search for professionals who know how to organize processes and implement digital tools with a focus on efficiency grows.

But after all, what do you need to know to enter this market? Automation specialist Luciana Papini, who has trained more than 5,700 professionals in the area, lists the main skills for those who want to work with automation, either as an internal employee or service provider.

Skills that make a difference

• Process vision: Before applying any tool, it is necessary to understand what the company does, where there are bottlenecks and how automation can solve these points.
• Organizational capacity: Automating requires logic and clarity.The professional needs to know how to assemble steps, structure flows and document what was done.
• Knowledge of digital tools: It is important to master marketing automation, fulfillment, sales and systems integration platforms.
• Data interpretation: Knowing how to analyze this data helps you identify what works and what needs to change.
• Communication with different areas: The automation manager talks to the sales, marketing, customer service and even the financial team. Speaking the language of everyone is a differential.

Who is this profession for?

According to Luciana, the area attracts from technology professionals to people seeking career transition. 

“Automation requires more logical reasoning than code. Therefore, many people outside IT adapt well”, to explains.

How to start?

Luciana recommends starting with free courses and applied practice. “O ideal is to test the tools with real problems. Automating a simple process already helps to understand how everything works”, he states.

With companies increasingly dependent on digital processes, the market for those who master automation only tends to grow, according to the expert.“There is no shortage of tools. There are a lot of people who know how to use”, concludes.

Publishing a book is no longer just a personal project to become a concrete strategy for positioning and strengthening personal brand. Increasingly, doctors, lawyers, consultants and coaches recognize the potential to transform their trajectories and knowledge into non-fiction works that expand their presence in the market and generate new business opportunities. The publication consolidates itself as an effective way to open doors for lectures, mentoring, courses and specialized consulting.

According to a survey by the Getulio Vargas Foundation (FGV), professionals who invest in the construction of their own brand have an increase of up to 25% in the recognition of their skills, which directly impacts on the generation of new professional opportunities and the expansion of authority in the market.

Book as a marketing tool 

Although many experts accumulate vast experience in their areas, the difficulty in structuring this baggage in a solid editorial format is still a common obstacle.Lack of time, insecurity in writing and absence of a clear methodology lead many to postpone the project of publishing a book. To overcome these barriers, the partnership with a ghostwriter allows the author to focus on sharing their knowledge while a specialized professional transforms this information into a cohesive and engaging narrative.

“Most experts have a lot to share, but do not necessarily master the techniques of writing and narrative construction. The ghostwriter enters this process as a facilitator, organizing the ideas of the author, respecting their essence and ensuring that the content is presented strategically and professionally”, he explains Julianne Guimaraes Amadeu, founder of Alma Publisher.

In addition to structuring the content, the publication of a book provides an effect of expanding the personal brand of the specialist. “With a published work, the professional is seen as a reference in his field of activity, which translates into new invitations to lectures, participation in events, consultancies and other businesses that value the consolidated expertise”, he says.

Build legacy and expand the market

The publication experience goes beyond immediate exposure. The book becomes a long-term asset, capable of strengthening the professional trajectory and generating strategic connections. According to Julyanne Amadeu, the impact of a book on the career can be so relevant that many customers report a significant change in market perception after the launch of their works. “Publishing a book is not just sharing what you know. It is to leave your mark, become a reference and open doors that previously did not even exist”, he points.

The writing journey, however, requires commitment and strategic vision. It is necessary to extract the right stories, connect experiences in a way that builds authority and structure the content focusing on the positioning desired by the expert. 

“Esse is a process that must be conducted in a personalized way, respecting the trajectory of each author and seeking to maximize the impact of the work. Our work is to transform experiences into a narrative that has purpose, relevance and that really speaks to the audience that he wants to reach”, concludes the expert.

With the consolidation of digital marketing as a central part in the growth of companies from all sectors, startups specializing in technological solutions for this universe known as Martechs & O. D. gain more and more space on the radar of investors and venture capital funds. The rise of these solutions has been driven by the search for greater efficiency, customization and intelligence in communication with the consumer, especially in a scenario of fierce competition and highly segmented consumption.

According to Grand View Research, the global marketing technology market was estimated at US$ 465.18 billion in 2024, with growth forecast at an annual compound rate of 19.9% from 2025 to 2030. In Brazil, the movement follows the same pace.

Technology as a driver of performance

Among the main attractions of these solutions is the ability to integrate data from various sources - browsing behavior, purchase history, engagement in social networks - TO generate more efficient campaigns, with greater return on investment and less waste of advertising money.The use of artificial intelligence has further enhanced this process, allowing platforms to learn from user behavior, adjust actions in real time and deliver personalized experiences with high accuracy.

For Marilucia Silva Pertile, startup mentor and co-founder of Start Growth, companies that still treat marketing as an isolated function, detached from sales strategy, are falling behind. “Martechs offer just this link: they transform data into practical decisions, reduce inefficiencies and allow them to scale results with” intelligence, he says.

The expert believes that the advancement of marketing technologies has been shaping a new generation of entrepreneurs and managers who operate based on clear metrics and total focus on performance. “A professionalization of the area and the search for plug-and-play solutions that integrate easily into existing systems (increase even more the attractiveness of these startups”, he points out.

From funnel to loyalty

In addition to capturing leads and automating campaigns, Martechs have innovated in loyalty and relationship strategies. Solutions based on artificial intelligence are being used to predict consumer behavior and offer recommendations in real time. Other platforms work with gamification, microsegmentation and dynamic content, adapted to the profile of each user.

Startups like Leads2b have been standing out by offering a lead prospecting and management platform that helps companies increase their sales. With solutions that integrate data and automation, martech allows commercial teams to optimize their processes, identify business opportunities and make more assertive decisions, directly contributing to the growth of organizations.

“We are following startups that started with simple automation solutions and today operate with robust systems, integrating financial, operational and marketing data to make decisions in real time. This is the new standard of excellence”, points Marilucia.

An ecosystem in full maturity

Start Growth, Venture Capital specialized in scalable business and B2B technology, closely follows this movement. Since 2014, the company invests in startups focused on performance and support “mao na mass”, applying its own business structuring methodology.In its portfolio, there are startups that work with direct solutions for digital marketing, communication and business intelligence.

Although the marketing area has historically been one of the last to be automated within companies, the scenario has changed rapidly in recent years.The combination of pressure for results, need for predictability and abundance of data has consolidated the Martechs as protagonists in any growth strategy.

“We believe that Martechs still have a lot of room to innovate, especially in integration with areas such as sales, service and operations. The challenge now is to transform data into practical decisions, and startups that can do this with agility will be at the forefront”, concludes Marilucia.