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The Influence of Social Media on Company Marketing Strategies

E-Commerce Update
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The Influence of Social Media on Company Marketing Strategies

Have you ever stopped to think about how social media can influence companies' marketing strategies? In Brazil, where these platforms dominate internet users' attention, this is even more critical. According to... data da Semrushdigital marketing platform specializing in online visibility Of the top 10 most visited websites by Brazilians in June, 4 are social media platforms. In second place is YouTube, with 3.24 billion monthly visits; in fifth place, Instagram (576M); in sixth, WhatsApp (560M); and in eighth, Facebook (428M).It is important to note that these figures refer only to website visits and do not include access through applications.

Second Erich CasagrandeMarketing Leader, Brazil This involvement in social media is changing SEO strategy, as well. of companies. The acronym, which stands for Search Engine Optimization, is basically the set of techniques aimed at optimizing a website so that it appears in the top search results of platforms like Google or Bing. “In the past, SEO was seen as something that could run on its own, focused primarily on keywords. Now, with this new scenario, a greater connection with the brand and its content is necessary, aligning the concepts across all pages where the company is present, so that there is harmony between traffic generation and marketing plans,” he explains.

Content sharing on Instagram, TikTok, YouTube, X (Twitter), or Facebook is a crucial part of website optimization strategy. This is because these platforms act as a springboard for building a brand's image, as companies and websites with greater authority achieve better results, both in user perception and search engine rankings. "This reputation is built in various ways, whether through high-quality backlinks from other pages, or through the brand's strong connection with its engaged social media audience. Furthermore, when content is shared by influencers, there's a greater chance of it being seen by more people, increasing the company's relevance," says Casagrande. 

Social media traffic is also showing a growing impact on search rankings."While social traffic isn't a direct ranking factor, it can increase site engagement, reduce bounce rate, and increase time on site. These user signals are interpreted by search algorithms as indicators of quality and relevance," observes Casagrande. TikTok and Instagram, for example, with their short-form, viral content format, have the power to quickly drive a large volume of traffic. Popular videos can generate a wave of visits, increasing visibility and potentially ranking in search results."

Ultimately, an integrated social media and SEO strategy is essential for digital success. "By creating content that is shareable and engaging, companies can increase their brand presence and market relevance," concludes Casagrande.

Havan and Luciano Hang win unprecedented court victory against online scams

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Havan and Luciano Hang win unprecedented court victory against online scams

Havan and businessman Luciano Hang had an important victory in the Santa Catarina Justice against online scams.In an unprecedented decision, the court ordered Meta Platforms, responsible for Instagram, to block all fraudulent paid ads that use the name, image and brand of Havan and Luciano Hang, especially those using artificial intelligence, also known as Deep Fake. The social network has 48 hours to comply with the order.

This decision is a milestone in protecting the rights of the retailer and the entrepreneur, who have long been harmed by digital scams.The judge of the case compared the situation with a television station broadcasting a false advertisement, where someone advertises a product of Havan without any proof of legal authorization.

Havan owner Luciano Hang celebrates the sentence. “We have fought, day after day, against these internet criminals.But unfortunately we end up wiping ice.This victory will not only protect my image and Havan, but also our customers, preventing them from being deceived by online scams and avoiding the financial losses”. 

The lawyer of Havan, Murilo Varasquim, of Leal & Varasquim Advogados, pointed out that, with this decision, Facebook and Instagram will no longer be able to display paid ads involving Havan and Luciano Hang, unless they are officially authorized by the company.If Meta does not comply with the determination, the fine may reach R$ 20 million.

Cash Back in Advantage Club is able to reduce default in companies, says expert

E-Commerce Update
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Cash Back in Advantage Club is able to reduce default in companies, says expert

Brazilian defaults are an endless debate. According to Serasa, today in the country there are 72.04 million Brazilians who do not pay the bills within the maturity period. And delays are in several areas, from school fees, through health plans to basic consumption, such as water, electricity, gas, associations of football clubs and Class Entities.

For brands, default, coupled with possible failures in marketing and communication strategies, can trigger not only financial losses, but also reputation and customer relationships.

In this context, many companies are turning to benefit clubs to mitigate these problems. Such programs offer exclusive benefits to customers, ranging from discounts to cashbacks, adding value to the product.

The Brazilian Bar Association (OAB-BA) is a great example.The entity invests in a benefits program in partnership with Alloyal, a loyalty tech mining company, which offers a customizable tool for customers.

By offering benefits to associate lawyers, such as the possibility of paying the annual membership fee using cashbacks obtained from purchases, OAB-BA strengthened the bond with its members and reduced default.

Because local authorities involve paying an annual fee, OAB-BA took advantage of the benefits of its loyalty program and created the possibility of paying the fee through cashbacks obtained from purchases with discount coupons from the application.

The agile implementation resulted in a quick return in terms of cashback, demonstrated the effectiveness of the program for lawyers and for this, the “boca a boca” was fundamental.

“The benefits club associated with a monthly fee contributes to the reduction of default for two reasons: the cashback can be used to pay off the monthly fee itself, or else, when realizing the added value, the customer becomes more faithful and punctual in payments. In the case of OAB-BA there were cases in which customers even paid their annuities with the cashback received through the”, said Aluisio Cirino, CEO of Alloyal.

The motto is not to let the customer give up

The global trend points to an increase in investment in customer loyalty and retention programs. Companies from various sectors are recognizing the importance of building lasting relationships with their consumers, investing in technologies and strategies aimed at loyalty.

In the era of connection and customer experience, brands not only want to sell products, but retain customers on a complete, personalized journey to attract and retain customers.

According to the Global Customer Loyalty Report 2024 from Antavo, a recognized international loyalty program company, companies are increasingly interested in increasing their investments in customer retention compared to acquisition.

According to Gartner projections, it is estimated that one in three companies that do not yet have a loyalty program will implement one by 2027.In addition, Antavo reports that 9 in 10 companies with existing programs plan to reformulate them in the next three years.

Forrester research highlights that 59% of global B2C marketing decision makers planned to increase their spending on loyalty technologies by 2023.

“The fact is that we are in the era of connection. Brands no longer sell only a product, but also an experience. Within this, being present at the important moments of your customer is essential for him to become loyal to your brand. These savings are tangible, and loyalty programs also offer cashbacks, which are perceived by customers as” benefits, Cirino says.

Tenable Research Reveals That Only 31% of Vulnerabilities Pose a Significant Risk to Cybersecurity

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Tenable Research Reveals That Only 31% of Vulnerabilities Pose a Significant Risk to Cybersecurity

Tenable®, an exposure management company, has released the report “The Critical Few: How to Expose and Close the Threats that Matter,” which identifies key exposure points within organizations and demonstrates how to mitigate potential cyber threats that could jeopardize business operations.

Over the past two decades, Tenable has collected and analyzed approximately 50 trillion data points related to more than 240,000 vulnerabilities. From this extensive database, the company has developed a methodology that indicates that, out of this total, only 31% frequently result in significant exposure risks.

With cybersecurity teams overwhelmed by large amounts of fragmented threat and vulnerability intelligence data, Tenable conducted this study to help these teams shift to a proactive defense strategy, focusing on eliminating the most dangerous threats.

The study calculated the Vulnerability Priority Rating (VPR) model, which was developed by Tenable to reflect the current threat landscape. VPR values range from 0.1 to 10, with higher values indicating a greater likelihood of exploitation. As shown in the table below.

Category VPR (The text provided, "VPR," remains unchanged as it appears to be an acronym or code that does not require translation. If it has a specific meaning or context in Portuguese, please provide additional information for a more accurate translation.)Scope VPR
Critical9.0 to 10
High7.0 to 8.9
Average4.0 to 6.9
Low0.1 to 3.9

Vulnerabilities with a VPR above 9.0 are likely to be exploited if exposed, making them high-priority targets. In contrast, those with VPRs between 7.0 and 8.9 present a moderate risk, while medium and low categories (0.1 to 6.9) are less likely to be exploited.

DateCriticalHighAverageLow% High & Critical
02/06/2024853,006.627,0094.170,00138.272,003,10%

For example, on June 2, 2024, the study analyzed nearly 240,000 vulnerabilities and found that only 3.1% of them — less than 7,500 — were classified as Critical or High.

"Without context, every vulnerability, patch, and update becomes a priority, making it nearly impossible to keep all systems up to date," said Arthur Capella, Country Manager, Tenable Brazil. "It is essential to implement exposure management to clearly prioritize what truly poses a risk to the business. All stakeholders must understand these risks and focus on actively preventing those that could lead to exploitation," he added.

The full report, “The Critical Few: How to Expose and Close the Threats that Matter,” is available here.

Family offices emerge as the best alternative to make investments

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Family offices emerge as the best alternative to make investments

For those who are thinking about investing, understanding how different types of financial institutions can help achieve their goals is crucial. Banks, brokerage firms and family offices operate in different ways, impacting investments in various ways.

Recent changes in the market

In 2020, in the American market, fee-based remuneration represented 66% of payment models, while fee-based remuneration was 27%, and compensation for advice (hour, rate, punctual, etc.) totaled 6%. Already in 2023, fee-based remuneration rose to 83%, while commissioned remuneration fell to 8% and compensation for advice remained at 8%. This change reflects a clear preference for models that are more aligned with the interests of investors.

It is important to note that this trend is also beginning to stand out in Brazil, which reached a total of R$ 5.7 trillion in investments in the year 2023, indicating a move towards more transparent models that promote better compliance with customer desires in the long term.

Traditional banks offer their own products and their remuneration is based on commissions, which can generate conflicts of interest when prioritizing more profitable products for the institution.Brokers and Autonomous Investment Agents (AAIs) also operate based on fees and commissions, maintaining similar conflicts.Family offices, on the other hand, adopt a personalized approach with remuneration based on fixed rates (fee-based), eliminating conflicts of interest and aligning their services to the objectives and risk profile of customers.

The importance of the right choice

Daniel Mazza, financial planning expert and founding partner of MZM Wealth, points out that it is crucial that investors understand the differences between financial advisory models to make informed decisions.“Conflicts of interest in traditional models can negatively impact results, highlighting the importance of seeking transparent and objective alternatives”, he says.

Mazza also points out that family offices offer services beyond traditional investments, such as succession planning and legal and tax advice, which can be a significant differentiator for high-income families.

Understanding the options available

For investors, it is essential to understand the different financial advisory models available. Banks focus on own and commissioned products, brokers and AAIs offer open-shelf products with commissions, while independent consultancies use platforms focused on investments with a fixed-rate model, eliminating conflicts of interest. Choosing the right model can be decisive for long-term financial success.

When evaluating investment options, it is essential to consider not only the potential return, but also the remuneration models and possible conflicts of interest. Family offices, with their personalized approach and aligned with the interests of investors, emerge as a promising alternative, especially for those seeking a more comprehensive and transparent service.

How AI is redefining corporate data strategy

Luciano Silveira's
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How AI is redefining corporate data strategy

According to the DE-CIX Annual Report 2023, more than 3,100 connected networks circulated around 59 exabytes of data, a figure that represents an increase of 43% compared to the previous year.

In this scenario where the volume of data generated is colossal, companies are aware of the need to plan their strategies in a more data-driven way. The data journey in companies is no longer an option, but a need 'AM and Artificial Intelligence emerges as an element capable of redefining each step and providing competitive advantages.

The phases range from collection, storage, preparation, analysis and visualization to decision making. AI has an impact on all. In addition to facilitating and improving processes that were previously complex and time-consuming, it is able to filter and categorize large volumes of data, identifying those that are really relevant to the strategic objectives of the company. This initial screening helps to focus on information that can generate insights valuable, eliminating noise and irrelevant data.

In storage, AI optimizes the use of storage systems big data, which makes data stored efficiently and affordably. The use of intelligent algorithms can reduce operational costs and improve database management, making storage not only more economical, but also more effective in terms of data recovery and utilization.

Data preparation, which includes cleaning and transformation, is one of the most time-consuming and critical tasks of the task and AI can help with this, since it can automate repetitive processes, detect anomalies and perform standardization, which generates a reduction in deadlines, increase in efficiency and accuracy, since it reduces the possibility of human error.

Data analytics is where AI really shines.With advanced data analytics techniques machine learning, Companies can extract insights these capabilities allow you to predict trends, behaviors, and outcomes with a degree of accuracy that would be impossible to achieve manually.AI makes it easy to discover hidden patterns and correlations within the data.

In decision-making, AI-based support systems provide real-time recommendations.By integrating the tool into business processes, companies can respond quickly to market changes, adjust their strategies, and improve the overall effectiveness of their operations.

The benefits of AI are undeniable, however there are challenges to consider. Ethical and privacy issues arise with the use of personal and sensitive data, requiring strict compliance with regulations such as the LGPD. In addition, the implementation of AI can be complex, which requires high investments in technology and specialized talent. The reliance on high-quality data for training AI models is also a critical point; without accurate and complete data, AI results can be compromised.

Encontro Nacional de empreendedorismo júnior começa nesta quinta e reunirá mais de 4 mil jovens em Florianópolis

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Encontro Nacional de empreendedorismo júnior começa nesta quinta e reunirá mais de 4 mil jovens em Florianópolis

Florianópolis recebe, a partir desta quinta-feira (29), a 31ª edição do Encontro Nacional de Empresas Juniores (ENEJ), o maior evento de empreendedorismo universitário do Brasil. Organizado pela Brasil Júnior, a expectativa é reunir mais de quatro mil jovens universitários de todas as regiões do país para discutir sobre empreendedorismo e inovação.

O ENEJ 2024 terá como destaque palestras de Gil do Vigor, economista e participante do Big Brother Brasil 2021, e representantes do G20, que abordarão temas relacionados ao empreendedorismo e à inovação social em escala global. Durante os quatro dias de evento, os participantes terão a oportunidade de ampliar suas redes de contato e interagir com empresas em diversos stands.

Parceria inédita com a UDESC 

Uma das grandes novidades desta edição é a parceria inédita com a Universidade do Estado de Santa Catarina (UDESC), que, por meio da ESAG (Escola Superior de Administração e Gerência), apoia o evento pela primeira vez. A universidade oferecerá um espaço dedicado a palestras com nomes de destaque no empreendedorismo catarinense.

A UDESC se destaca por seu incentivo ao empreendedorismo, com empresas juniores como a Inventório e a Esag Júnior Consultoria, que juntas movimentam quase R$ 2 milhões e representam 30% do faturamento das empresas juniores em Santa Catarina. A FEJESC (Federação das Empresas Juniores de Santa Catarina) também tem um papel crucial, reunindo 82 empresas juniores que contribuíram com R$ 7 milhões para a economia catarinense em 2023.

“Como estudante da ESAG, fico feliz em ver minha instituição apoiando um evento que une juventude, empreendedorismo e inovação. A Ilha do Silício receberá pela terceira vez o maior encontro de empreendedorismo jovem do mundo”, destaca Victória Zaboti, Coordenadora Geral do ENEJ 2024.

Participação no evento

O ENEJ 2024 é aberto a juniores e pós-juniores de empresas juniores, núcleos e federações. Além das palestras, o evento oferece acesso a diversas atividades e stands de parceiros, com a entrega de materiais exclusivos e certificação de participação.

SERVICE
Encontro Nacional de Empresas Juniores em FlorianópolisDate: 29 de agosto a 1º de setembro de 2024
Schedule: Início – Quinta-feira, 29/08, com credenciamento das 11h às 17h| Encerramento – Domingo, 01/09, às 20h
Local do evento: Centro de Eventos Luiz Henrique da Silveira| Rodovia SC-401,Canasvieiras, Florianópolis, SC
More information at: @enejnoinsta

A programação completa está disponível here. 

CRM and process automation increases profitability for companies around the world

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CRM and process automation increases profitability for companies around the world

Seeking ways to increase profitability is part of the routine of entrepreneurs, regardless of the size of their business. Even if it is not the ultimate goal of everyone, profit usually guides strategic planning. There are several ways to achieve this result, such as changing raw materials, relocating teams or using technology in favor of the business.

The Ruebush Hospitality Group Hotel it is an example of a business that, through technology, managed to triple its profit, reaching US$ 1 million per month. Among the solutions implemented in the boutique hotel developer, the adoption of a CRM (Customer Relationship Management) stands out, which allowed to eliminate leads unqualified and control the sales process.

The business model, founded in 2012, allows ordinary people to realize the dream of having a real estate stake in Georgia, located at the intersection of Europe and Asia. Currently, the company designs, builds and manages luxury inns and hotels and allows rooms to be bought and subsequently, people profit from reservations. The biggest challenge was related to the organization of the sales process, and the ultimate goal was to find and secure investors.

According to David Ruebush, founder of the group, management could not monitor activities and did not have a comprehensive view of the business, which compromised the professionalization of the sales sector leads“, understand its steps and check the continuity of conversations.It was impossible to understand what was happening in any individual sale without literally going to the sellers and directly asking”, he explains.

Another problem was the conversion of advertising, which was not occurring, resulting only in waste of time and money. To solve this problem, David sought an effective CRM for management and ended up hiring the Kommo % Management Systems. The affordable value was one of the highlights at the time of choice because it was necessary to control spending, as well as ease of use, enabling rapid learning. 

The group's selling steps are long, and can last for years, due to the need to win the buyer's trust.However, with the implementation of the management system, the problems were solved in a few steps. “Since we added Kommo, our sales increased dramatically.We were at about US$ 300 thousand per month before implementing, and then we increased to almost US$ 1 million dollars per month”, highlights the group CEO. 

Kommo manages the workflow

Another company that has had its business leveraged and has seen its profits double in size with the implementation of technological strategies is the Loan Exchange Investment Property, which also operates in real estate.The business works in the style of “casamento”, as described by Damon Riehl, Chief Executive at Investment Property Loan Exchange, as it connects investors with right loan options.

The main challenge of Investment Property Loan Exchange was to accompany customers in all stages and life cycles of “”. Thousands of potential customers are approached daily by the company and they needed differentiated attention, as each case requires a specific treatment. The solution for this was the same as the Ruebush group: hiring a CRM.“We needed a way to organize our approach to serve our customers at the various stages of the life cycle of this relationship”, recalls Damon.

Before adopting Kommo, the company used another management system, which, over time, became ineffective because it is not customizable and does not provide significant development. Currently, the CEO says that Kommo can assist in the complete cycle, especially with the use of the tool MailChimp, which integrates all customers through email, allowing to create audiences according to their needs.“A Kommo helps us organize our approach to our workflow.We can modify it and adjust it easily to our reality. It was a very good fit for us”.

Basic plan meets needs of large companies

Both the Ruebush Group and Investment Property Loan Exchange hire Kommo's advanced plan to meet their needs. Despite this, the basic plan can also be the solution even for large companies, as is the case of the Marinetrans, which operates in the logistics branch for the maritime industry and is based in Singapore. The main problem of the business, which was not to have automated data and processes, was solved by hiring a basic plan. 

“There are several management tools with numerous relevant functions. However, many of them can be financially unfeasible for several companies. Kommo has plans that include companies of all sizes, from microentrepreneurs and small companies to multinationals. This is one of the differentials of it, be viable for all companies”, he highlights Gabriel Motta, Kommo speaker in LATAM. 

Marius Heyerdahl, European sales manager of the company, says that when he was hired six years ago, the only management system was the spreadsheet. There, he had all customers and, despite having followed so for two years, this way was not good to work internally with the other 22 offices of the company.

What made him get to Kommo was the search for ease, highlights the manager. “I was looking for a solution that would allow me to put all my notes, potential clients and active clients in one place online. At the same time, I wanted this information to be accessible to my managing director so that he could see what I am working on”.

Just like the real estate loan business, the cycle of a sale at Marinetrans is long and can take years, and the scanner from Kommo cards was another facility chosen to spread contacts around the world. Marius realized that when running the world, returned full of physical cards. At Kommo, instead of entering this data manually in a CRM, the Management System allows the option to scan the new ones leads, Contacts and companies with an instant photo. 

The platform allows tags be created and that is what Marius did. He created different tags to separate potential customers from customers; location of companies and the label of each office. One of the highlights is that all cards can be accessed through the mobile app, anywhere and anytime.

With the implementation of these facilities, the profit was a consequence. The average sales income of Marinetrans increased by about 10%, a healthy growth according to Marius.“Since I started using Kommo, sales have increased every year.It definitely makes our business more efficient and puts me back on track with my” prospects, he celebrates.

AI startup for retail sector targets pharmaceutical market and announces Cesar Bentim as new Advisory Advisor

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AI startup for retail sector targets pharmaceutical market and announces Cesar Bentim as new Advisory Advisor

Riverdata, a computer vision startup using proprietary artificial intelligence (AI) technologies to increase retail productivity, he announced the entry of Cesar Bentim as the new advisory advisor.With extensive experience in the pharmaceutical market, the executive brings with him an expertise already recognized in Brazil to assist the company in its growth strategy and performance in the sector.

Bentim is 54 years old, has a degree in Advertising from the Anhembi Morumbi University and a postgraduate degree in Marketing from the School of Advertising and Marketing (ESPM). With the specialization, he has developed skills in communication dedicated to the health area, market analysis and strategies, accumulating experience in product management, sales teams, business directorate and in the leadership of the relationship with strategic partners of IQVIA. In addition, he is a professor at ESPM and the Foundation Institute of Administration (FIA), where he is responsible for sharing his skills with future generations of professionals.

“My biggest motivation is to drive growth and optimize processes in a concrete way, exploring how I can use my experience to help companies thrive. And my participation in Riverdata comes to unite my knowledge about the pharmaceutical market with the technologies offered by the startup, which has a potential out of the curve to revolutionize any segment of retail”, in a new way affirms Bentim.

According to the survey “Artificial Intelligence in Retail”, from Central do Varejo, 47% of Brazilian retailers already use AI in 2024. The survey, which brought together 307 professionals, revealed that the main barriers for those who have not adopted the tool to date involve lack of knowledge (52%) and infrastructure (26%) for implementation. Founded 2020, Riverdata was born with the purpose of assisting companies in this process, offering a platform that increases store productivity through computer vision and artificial intelligence, providing insights that bring return on investment (ROI).

Practically, the system is integrated with AI to capture all consumer and establishment behavior, such as dwell time and average wait in the cashier queue. Then, with the data collected and analyzed by the platform, AI breaks down these and other key performance indicators through a conversational user interface. As a result, Riverdata users can turn raw data into strategic efficiency, knowing how they can improve the customer experience and optimize the operation of their employees, for example.

Claudio Junior, CEO and founder of the startup, explains that Bentim's association with Riverdata is a reflection of the company's commitment to strengthen its operations in the pharmaceutical segment, offering solutions to the specific needs of the sector. “Cesar's arrival adds an invaluable value to the team, as it strengthens our goal of empowering industry establishments with innovative and practical technologies, based on real data.We believe that every entrepreneur can have a simple platform to understand the operation and return of their business, and our focus is to offer this tool, which gives a visible and quantifiable return.”

Digital influencers, Generation Z and the salvation of sport

Rodrigo Soriano
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Digital influencers, Generation Z and the salvation of sport

Digital influencers are able to build authentic and engaging connections with Generation Z. It is unquestionable and proven that these figures can foster the interest of young people in specific subjects, which previously could not be a priority in a conversation wheel with this audience. One of them was especially visible in recent days: the sport.

The recent transformation of sport, from uninteresting to something “cool” for this generation born until the early 2010s, is due to the obligation that media outlets felt to adapt. The rise of digital influencers coupled with the power of social networks has made these profiles become powerful to reach this layer of the population and make them more interested in sports issues. To achieve visibility in topics like this, today it is necessary to create a more intimate and authentic connection with the young audience, and this is where influencers come into play.

Conducting interviews, coverage of games and interactive content, digital influencers have become a powerful weapon of marketing, which generated a strong integration of media during the last Olympic games. This was not an alternative to attract the younger audience to this type of programming, but rather, the only way to achieve the result.

In a three-day interval, CazeTV, a sports communication vehicle at the helm of YouTuber and host Casimiro Miguel, had to publish two different posts: one celebrating the reach of 7 million followers on Instagram and another, then about the reach of 8 million. The page gained 1 million fans in a range of just under three days and shared the bread, performing “mutirons” for athletes also expand their reach.

Beatriz Souza was the main. The sportswoman, gold medal in judo, went from 14 thousand followers to more than 2.5 million in less than 12 hours. The result is the result of one of the initiatives of CazeTV, which by inserting influencers and a language more “discontinued to cover the olympics, won as a loyal audience Generation Z and, in parallel, reached a thunderous engagement in social networks, which splashed on the athletes released by the channel. Generation Z wants to follow everything closely and that is exactly what digital platforms provide.

The brands, in turn, also followed the trend of the importance of influencers and Generation Z to boost sports initiatives. Rayssa Leal, Olympic medalist in the Skate Street modality at the Olympics and social media icon for young audiences, arrived in Paris with 13 sponsors, among them Louis Vuitton, where she was the first Brazilian to establish herself as a global ambassador of the brand.

With successful campaigns by influencers during games, this strategy only tends to last. Companies should continue to support profiles that can influence public opinion, just as the media will invite the same people to share content.

It will be impossible to disentangle the potential of these figures with the realization of games and sporting events, and to achieve this audience in the case of other relevant matters, and that deserve due interest, it is enough to “surfar on the” wave.

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