Influencer marketing - strategies that use digital influencers to connect a brand with the public - is efficient and accessible for smaller companies as well.This is what explains consultant Paula Tebett, a digital marketing specialist with 15 years of experience and a professor of MBA courses.

Paula Tebett offers tips and guidance in episode 8 of the series Poly Digital Connection ¡ ̄ a set of live videocasts promoted by Poli Digital, a platform that automates and unifies communication channels between companies and customers. The episode and the whole series are available for free on YouTube, at the address https://www.youtube.com/@poli.digital.

The expert points out that the first step for a company that wants to adopt influencer marketing is to identify influencers whose profile aligns with the characteristics of the audience with which it intends to communicate. By influencers, one should not only understand celebrities, but also opinion-forming people in certain niches or locations.

Thus, the strategy is applicable not only for large companies, because it is possible to hire opinion leaders at smaller scales. What is fundamental, reiterates Paula Tebett, is that the influencer or influencer “ is to do with the brand”, that is, the target audience should be observed when selecting an influencer. “It is necessary to locate the right influencers, from specific niches.”

Thus, the primary issue is not the number of followers on social networks. The first point to be analyzed is whether what the influencer or influencer communicates, how they position themselves, how they act, is in convergence with the purposes of the brand.

For influencer marketing practices, a recurring misconception, notes the consultant, is in the content assigned to the influencer or influencer, as well as in the forms of placement. “It is no use, for example, asking the influencer to be doing [instagram resource]’ [instagram resource] for doing. It is important that it is content that generates identification between followers and the influencer”, he underlines.

Paula Tebett draws attention to a tool with great potential, but usually little explored: the WhatsApp “status’. “Almost no one sees that it can be an” strategy, she says, mentioning her own successful experiences with the use of this feature. “When I use it, I receive many return messages.”

The expert also considers it essential that a company has automated and centralized communication channels for the relationship with consumers and customers. She exemplifies, citing how it is common for companies to receive a comment or message from a consumer on Instagram and respond by asking them to contact WhatsApp.

“A person [in most cases] will not do this. This is one of the most common mistakes that companies can not make. There needs to be this automated centralization by the company and not be taking the customer from one place [communication channel] to another”, he warns.

In this sense, Paula Tebett highlights the importance of platforms such as Poli Digital, whose technological solution integrates WhatsApp, Instagram and Facebook communications, enables the use of the same number by several attendants and allows the creation of flowcharts and automations for customer service, among other features. Poli Digital is an official partner of Meta, the group that owns WhatsApp, Instagram and Facebook.

A study published by the Journal of Corporate Finance reveals that investing in sales training is not just an expense, but a strategic investment with proven return. Companies that bet on corporate education, especially in the e-commerce sector, may see an increase of up to 12% in Return on Assets (ROA), significantly outperforming their competitors who neglect the development of their talents.

The research highlights the importance of a growth mindset in the digital world, where constant updating is critical to success. In this context, Magis5, a company specializing in automation and integration of e-commerce with large marketplaces, has launched Magis5 University, a free 100% course platform created to empower sellers to help them sell more.

“In a competitive market where qualification is essential for success, the tool offers practical and results-oriented training, all remotely and at no cost to” users, explains Claudio Dias, CEO of Magis5.

The courses cover everything from techniques for “breaking zero in sales”, through teachings on accounting, product pricing, tips for performing better on Marketplace platforms, how to control inventories to the application of artificial intelligence in e-commerce. “Information is the key to transforming businesses. Our goal is to provide the knowledge necessary for sellers to not only keep up, but lead changes in the market”, highlights Dias.

Magis5 University offers a complete online learning platform that is completely free of charge, accessible through the website universidade.magis5.com.br in it, you will find a variety of content, such as courses taught by market experts, podcasts and e-books, all designed to equip sellers of all levels with the tools and knowledge necessary to boost their business in e-commerce.

“The creation of the university was one of the most innovative initiatives we had, allowing us to offer robust, updated and carefully targeted content for free. With this, we enable sellers to be more assertive in both consumer relationships and sales, as well as keeping them aware of trends and transformations in the business world. It is more than a learning opportunity; it is a chance to reinvent themselves in a market that does not stop evolving”, concludes Dias.

Empowering sellers with the tools and knowledge needed to navigate the competitive online market translates into greater sales effectiveness, process optimization and, consequently, greater profitability. 

The growth of e-commerce during high demand dates, such as Christmas and Black Friday, also leads to an increase in the number of cyber attacks in Brazil.To ensure the stability and security of their e-commerce platforms, many companies are already starting preparations to prevent their customers from facing problems during purchases.

This consists of reviewing security breaches, slowness and errors, which can generate attacks and fraud and affect both user experience and brand reputation.PwC study reveals that more than half of consumers (55%) would avoid buying from a company after a negative experience, and 8% would give up after a single unfavorable incident. 

“Investing in the quality and security of digital systems not only avoids financial and image losses, but also ensures a positive experience for users, strengthening brand trust and promoting success in high traffic” events, says Wagner Elias, CEO of Conviso, a company specializing in application security (AppSec).

According to the expert, recent cases such as the Facebook data leak and the Latam/Multiplus system failures show the importance of robust preparation at a time like this, given the increase in the number of attacks on the security of companies around the world. According to a report by the Consortium for Information & Software Quality (CISQ), from 2020, the number of system failures increases by about 15% per year. In addition, Security Magazine revealed that software failures caused a loss of 2.4 trillion dollars in the United States in 2022 and a growth of 1.5 trillion dollars in technical reserves.

Application Security

The work of protecting e-commerce software is carried out by what is called application security, a market that is expected to grow, all over the planet, reaching US$ 25 billion in 2029 (Mordor Intelligence).

It consists of having a comprehensive and detailed view of the vulnerabilities of a system and implementing defense mechanisms in advance. “In a comparative way, it works like this: when you are going to park your car, consider if the place is safe and if there are measures to be taken to protect the vehicle. Likewise, problems are anticipated and strategies are created to avoid” risks, compares Luiz Henrique Custodio, TechLead at Conviso.

For Custos, the ideal would be for companies to constantly review their platforms to identify and correct possible security breaches, creating a culture of security.

In addition, for large events, it is important for companies to invest in robust infrastructure and perform load testing to ensure their systems can handle access spikes.

Consumers Should Stay Attentive

Wagner Elias, CEO of Conviso, emphasizes that precaution is critical for both businesses and consumers. However, for consumers, this involves following safe practices when browsing and transacting online.“Always opt for secure payment methods, such as Google Pay, Apple Pay or credit cards, which offer legal protection in case of problems with the seller.”

He also underscores the importance of keeping smartphone and PC software up to date, as criminals often exploit security loopholes in outdated systems. “Avoid downloading apps and software from suspicious sources, and if you need to download a link, carefully check the information and ratings of the app. Elias” warns: “Watch offers that seem too good to be true; they can hide fraudulent intentions.”

Fraudulent websites often mimic known stores to steal personal and financial information. Elias suggests other tips: “Always check if the website URL starts with 2HTTPS’ and features a padlock icon in the address bar. Fake websites often lack these features. Also, be aware of grammatical and typing errors, and make sure the website provides clear contact information such as email, phone, and physical address”.

Other common fraud strategies include phishing scams, where criminals try to obtain personal information through fake messages, and fake apps, which often contain malware. “To avoid these problems, download apps only from official stores such as the App Store and Play Store. Also be aware of pop-ups that offer fake antivirus downloads, as they can be used to steal sensitive data from”.

In the age of social networks, a simple bread can gain more followers and engagement than many established brands. A curious example happened with a profile dedicated to posting photos of this product, which, in just 33 days, has accumulated more than 60 thousand followers. The secret? Consistency, creativity and the strategic use of challenges to attract the public. 

A recent survey entitled “Maturity of Digital Marketing and Sales in Brazil”, conducted in partnership between Digital Results, Marketing World, Rock Content and B2B Sales, revealed that 94% of Brazilian companies adopt digital marketing as the main growth strategy.In addition, the survey indicated that 50,9% of companies invest between 1% and 2% of revenue in actions in this type of strategy, while 17,5% intended between 3% and 4%. On the other hand, data from the 101T2 consultancy showed that increased investments in 2.

According to Samuel Pereira, expert in audience and digital scale, this phenomenon reinforces an essential lesson: when the brand adopts a consistent and intriguing planning on platforms, the game changes completely.“Digital positioning has the power to transform the perception of the public and, consequently, the history of any business.Publishing regularly, creating content that arouses interest, can be the key to scaling sales through the growth of the” audience, he says.

For him, brands that excel in social networks are not simply selling a product or service, but building a community. When a corporation positions itself strategically, the public not only follows, but engages, identifies and, most importantly, is loyal.

How to position yourself on social networks

By developing an effective social branding strategy, brands increase their visibility, while strengthening their identity, generating greater engagement and creating a loyal following base.“In addition, this positioning on social networks allows a virtuous cycle where audience growth results in greater trust, loyalty and, of course, increased ACHR conversion.

This bread case and other similar stories show that any business, regardless of its size, can reach a considerable audience and boost sales by using the platforms intelligently and strategically.The first step is to understand that consistency, authenticity and the ability to generate value for the public are the main drivers of success in the digital world.

In an increasingly competitive recruitment market, using data intelligently has become one of the main ways to find and hire the best talent. Companies that leverage technology and data analysis in the selection process get ahead when it comes to attracting and retaining qualified professionals. 

For Hosanna Azevedo's, Head of Human Resources at Infojobs, “the use of well-applied data completely changes the way recruiters see and choose candidates, bringing more efficiency and accuracy to” hires McKinsey, companies that use data strategically in recruitment are 30% more likely to get the hiring right in less time. 

Strategies for using data in recruitment

1. Predictive analytics to identify patternsOne of the great innovations that recruiters have at their disposal is predictive analytics. Using algorithms to identify patterns in resumes, evaluations and performances, it is possible to predict which candidates are more likely to succeed in a given job position. “With predictive analytics, we can build more appropriate profiles based on previous successes, which helps reduce subjectivity in” decisions, comments Hosana.
2. Monitoring performance metricsAnother essential point is to monitor the performance metrics of the recruitment process, such as the time to close a vacancy, the acceptance rate of offers and the retention of new employees. These metrics help to identify bottlenecks and find opportunities for improvement. According to a study by the LinkedIn76% of the respondent recruiters believe that to increase the efficiency of the selection process, the use of advanced metrics is required.
3. Artificial Intelligence (AI) for screening candidatesAI has become a great ally in curriculum screening, accelerating initial selection and identifying candidates more aligned with the needs of the position. “No Infojobs, we use AI to optimize curriculum screening and analysis, allowing us to focus on candidates with real potential in the other” steps, explains Hosana.
4. Improving the candidate experienceIn addition to optimizing the selection, the data helps to personalize the candidate experience. With structured feedback and evaluations, it is possible to identify flaws in the process and improve the candidate's journey, ensuring a positive experience. “When we use data to better understand the candidate's journey, we are able to not only optimize the selection process, but also make this experience more human and personalized. A well-conducted process can be decisive in accepting the offer,” explains Hosana.

Future trends in data usage

For Hosana, the future of talent acquisition is strongly linked to the ability of companies to interpret and apply data efficiently. “We are only at the beginning of the use of data in recruitment. There is still a lot of room to grow, and companies that can integrate these tools strategically, adjusting their processes continuously, will be better prepared to compete in the market and win the best” professionals, he says.

She adds that the difference is not only in the amount of data, but in the quality and ability to turn it into actionable insights.“It is not enough to accumulate information. The real challenge is knowing what to do with this data and how to use it to customize each stage of recruitment, from attraction to retention of talents”, she points out.

In addition, Hosana believes that the evolution of technologies such as Artificial Intelligence and predictive analytics will allow a level of customization never seen before in the selection process. “We are talking about processes that will be increasingly agile and assertive, where recruiters will be able to anticipate behaviors, predict needs and adjust strategies in real time, based on concrete data.”, he concludes.