Start Site Page 400

How Artificial Intelligence can help digital marketing through personalization

Mario Soma
-
0
How Artificial Intelligence can help digital marketing through personalization

The concept of Artificial Intelligence (AI) is not new. It has been almost 70 years since the term was coined, with AI going through phases of great enthusiasm, followed by periods of frustration, such as the famous “inverno of AI” between the 1960s and 1980s. However, the real revolution of AI has occurred in the last 15 years. Between 2010 and 2020, AI has not only replicated human skills, but surpassed them in areas such as image recognition and natural language processing. This was driven by the exponential increase in computational capacity and evolution of algorithms.

During this period, marketing began to transform with the arrival of Marketing 4.0, a concept coined by Philip Kotler.He highlighted the transition from traditional to digital marketing, focusing on connectivity, engagement and the growing role of communities, and AI has come to play a crucial role in this process.  

Today, with Marketing 5.0, we are in a new era, in which AI, automation and mass data analytics not only digitize processes, but create personalized and deep experiences for consumers.

In 2024, AI goes far beyond operational automations; it transforms the way companies make strategic decisions, predict trends and personalize experiences prompts for complex APIs, it has allowed AI to be applied in increasingly specific and impactful business contexts.It is not just about efficiency, but about offering the consumer the feeling of exclusivity.

According to a McKinsey study, companies that invest in AI strategically are creating new revenue streams and competitive advantages, not just automating processes.One of the biggest impacts of AI on marketing is in combination with neuromarketing, an area that explores how the human brain reacts to emotional stimuli. By personalizing the customer experience dynamically and in real time, AI can activate brain regions linked to reward and satisfaction, creating a deeper bond and increasing consumer loyalty.

This personalization capability is crucial, especially at a time when 75% of companies have not met their marketing goals and 74% have failed in sales, according to the 2024 RD Station report.In this scenario, AI stands out as an essential tool to try to reverse this trend, helping brands align their campaigns to consumer behavior and individual preferences.

Data from the Marigold’s 2024 Global Consumer Trends Index reveals that different generations respond differently to personalization:

  • Generation Z (1826 years): 64% are more likely to engage with messages aligned with brand purpose. They seek authenticity and are attracted to unique content and brand communities.However, 51% are frustrated with overly automated and irrelevant customizations.
  • Millennials (2742 years old): 66% value brand purpose but are more engaged in loyalty programs. 42% feel dissatisfied when communications are not properly customized to your expectations.
  • Generation X (4358 years): They focus on convenience and quality, with 59% prioritizing these aspects when shopping. While cautious about data privacy, they are also unhappy with automated interactions that seem invasive or unnecessary.
  • Boomers (59+ years): 46% are loyal to brands with which they have a long-term connection and are willing to pay more for this relationship.However, this generation is also intolerant of personalization that does not add real value.

This data demonstrates that personalization is more than a trend; it is a necessity for brands that want to build genuine connections with different audiences.Each generation has unique expectations, and AI allows companies to fine-tune their strategies to create a deeper and more relevant impact.

While the advantages of using AI in marketing are evident, with the increased use of AI in automated interactions, the challenge of saturation arises.There is a risk that with so many personalized messages, authenticity and relevance will be lost. To avoid this, it will be critical to find the balance between scalability and genuine personalization. 

Brands that manage this complexity will be at the forefront, ensuring meaningful interactions and maintaining consumer confidence in an increasingly competitive and content-rich landscape. AI is therefore at the heart of this transformation, offering not only efficiency but the ability to create unique and memorable experiences for each consumer, at every stage of their journey.

IAS extends digital ad protection in TikTok and tests new video exclusion list function

E-Commerce Update
-
0
IAS extends digital ad protection in TikTok and tests new video exclusion list function

Integral Ad Science (Nasdaq: IAS), the leading global digital ad media measurement and optimization platform, announced an expansion of the Total Media Quality (TMQ) product suite to TikTok. With this, IAS will provide the measurement of Viewability (Visibility), Invalid Traffic (IVT) (Invalid Traffic) and Brand Safety and Suitability (Security and Brand Adequacy) for advertisers using the new advertising spaces provided by TikTok (“Pil and”s 

In addition, IAS conducts Alpha testing in partnership with TikTok for the new Video Deletion List feature. Alpha participants can partner with IAS for measurement and optimization in TikTok.IAS multimedia technology is the only solution that uses AI to scale the sentiment and emotion aroused by content. 

“The new TikTok inserts give advertisers greater user reach and greater flexibility in connecting with the rapidly growing audience of the platform.Our best-in-class suite of products will give advertisers more confidence in investing in alternative ways in TikTok”, says Lisa Utzschneider, CEO of IAS. “We are excited to expand our TMQ coverage for TikTok and partner on launching video-level exclusions as we continue to protect advertisers with the granular, end-to-end insights they need to protect their brands.

Total Media Quality (TMQ) for TikTok ensures that advertisers can safely optimize the reach of scaling their brands on one of the largest, fastest-growing short-form video entertainment platforms in the world.This expansion further improves the foma as advertisers verify and protect their advertising campaigns on TikTok from TMQ, the AI-driven suite of solutions leading the segment.Before the global launch, IAS conducted rigorous testing for new ad spaces in collaboration with TikTok. 

The extension of end-to-end protection from IAS to TikTok offers advertisers:

  • Expanded TMQ measurement: Viewability (Visibility), Invalid Traffic (IVT) (Invalid Traffic) and Brand Safety and Suitability (Security and Brand Adequacy) measurements in the sections “Perfil”, “Research and in the feed “Following”, and TikTok Lite (in compatible markets), in addition to the already existing coverage to the feed “For You” IAS is also expanding the scope of the “ Categories Exclusion and “ 4 Vertical SENSITIVITY and “Sensibility of the final 2 markets from 2 to 20 to 20 total to 200 total to 20000 total markets. 
  • New Video Exclusions: Paired with TikTok's “” Inventory Filter, with configurations aligned to industry needs, “Vertical” Sensitivity and “Class-Exclusion of”, this feature excludes videos based on the specific needs of each brand. Currently in Alpha testing for the fourth quarter of 2024, general availability is expected for the first half of 2025.
  • Frame-by-frame analysis: IAS TikTok products are powered by IAS AI-driven multimedia technology, which enables advertisers to accurately classify content at scale through frame-by-frame analysis, combining image, audio and text signals to better protect and expand their brands on TikTok.
  • From insights to action: Advertisers have access to optimization and measurement in their ads on TikTok to safeguard and scale their campaigns. IAS provides advertisers with content-level measurement to gain granular insights into brand security and fitness at scale.

IAS AI-driven TMQ for TikTok is available in a total of more than 75 countries in APAC, EMEA and LATAM countries, among other regions, with support in more than 30 languages.This broad coverage provides advertisers with greater access to campaign data and a unified view of their global campaigns.

This latest announcement further deepens the consolidated partnership of IAS with TikTok, since 2021in April 2024, the IAS announced the expanding your unrivaled safety measurement and brand suitability reports on TikTok to include new “ Moderations,” Category Exclusion and “Vertical” Sensitivity, allowing advertisers to make sure their media is running with appropriate content while protecting brand reputation.

Marisa launches special campaign for Children's Day

E-Commerce Update
-
0
Marisa launches special campaign for Children's Day

The month of October is approaching and the trade is more colorful and full of reasons to celebrate Children's Day (12 October). According to the National Confederation of Shopkeepers (CNDL), it is estimated that the date has moved R$ 19 billion in retail in 2023, being one of the main commemorative dates of the second half and with a great expectation for 2024.  

Marisa knows the importance of the date and, therefore, presents her Children's Day campaign, announcing the collection created for the little ones. The contents are part of a new creative guideline of the brand entitled“Papo de provador”, which highlights the place and the conversations that take place there at the time of purchase decision. 

The contents also bring the new advertising motto “In Marisa you solve everything with a hundred-zinho”, which shows that it is possible to have access to fashion with quality pieces for an affordable price.  

“We know that Children's Day is a long-awaited date for families and that parents want to present their children with something special, but often the budget does not involve exorbitant expenses. It was thinking about this that we created the campaign 'NO Marisa you solve everything with a hundred-zinho’, comments Karla Longo, Marketing Director at Marisa.  

The new collection will be available in stores and e-commerce Marisa from September 19, and has clothes and shoes own brand and licensed partners, bringing together various options to gift children and please all tastes, whether with looks, shoes or accessories customized with the characters preferred. And, in addition to the excellent cost-benefit, every hundred dollars spent on purchases at Marisa, consumers will compete for a Nintendo Switch video game. 

Retail networks boost job creation

E-Commerce Update
-
0
Retail networks boost job creation

Brazilian retail has played a key role in the creation of formal jobs in the country. With a balance of 244 thousand new jobs in the first quarter of 2024 alone, Brazil continues to record records in the labor market. According to data from Caged, released by the Ministry of Labor and Employment (MTE), the number of workers with a formal contract reached 46 million, the highest ever recorded in the historical series since 2002.

Among the sectors that contributed most to this increase, retail stands out, which has been responsible for a significant part of the new jobs. Networks such as Priority 10, which has been expanding its operations in the second half of 2024, are examples of how the growth in the number of units and the increase in revenue have potentiated the generation of jobs. “ The expansion of our network has brought direct employment opportunities, especially in regions where the market was more retracted”, says Rogerio Zorzetto, CEO of Priority 10.

With the sector heated, the expectation is that 2024 will end with even higher numbers of new jobs. The retail segment, driven by openings and the expansion of large networks, has contributed significantly to this trend.

New establishments, new jobs

The growth of Priority 10 in the second half of 2024 is illustrative of how the expansion of large retail chains directly impacts job creation. The increase in the number of units inaugurated by the company, coupled with revenue growth, generated new job opportunities. According to Zorzetto, “every new store opened represents dozens of new direct and indirect jobs, strengthening not only the local economy, but the sector as a whole.”

The expansion of these networks not only benefits workers who find new jobs, but also favors the final consumer. The expansion of the supply of products and services generates competitiveness, in addition to boosting economic development in different regions of the country, especially in areas that did not have large retail chains.

Prospects for the closure of 2024

Based on the figures presented until the beginning of the second half, retail is projected to continue boosting job creation until the end of 2024, as Zorzetto attests.The positive balance of 244 thousand jobs in the first quarter points to a trend of sustainable growth, especially in networks that have expanded their operations at a rapid pace.

According to Rogerio, the goal is to end the year with even more openings, consolidating retail as a force for job creation in the country. “We believe that the demand for new professionals will continue to grow as we expand our presence in new markets,” he points out.

Speedo leaves the water and grows 210% in the dermocosmetics segment

E-Commerce Update
-
0
Speedo leaves the water and grows 210% in the dermocosmetics segment

“The apex of a brand is when the consumer trusts the brand to the point of using a product in their own skin.” This quote reflects well the new positioning of Speedo, which in addition to holding more than 80% of share of water sports, the company it also now reports a growth of 210% in the last 12 months, compared to the previous year, in the dermocosmetics segment. In partnership with Pink Cheeks, the brand has gained more and more space in this niche, offering products focused on skin care, such as sunscreens.Today, in addition to e-commerce www.speedo.com.br, the product can be found in several points of sale, such as, for example, the drugstores Sao Paulo, Raia, Drogasil and Beauty on the Web.

Known for its tradition in swimming and water sports, Speedo decided to expand its performance to meet the demand of an audience that, in addition to performance, seeks skin protection in extreme situations. The success of this new product line, created in collaboration with Pink Cheeks, reflects consumer confidence. The products are tested in extreme conditions such as high performance athletes, such as olympic champion Ana Marcela, we depend on these dermocosmetics to ensure skin health during training and competitions. “Much used in the United States, we brought to our line a sunscreen bar. In addition to being much more practical for the application, we were able to focus on a small package, a product that yields many applications”, says Jalonetsky.

Among the products that stand out are high-strength sunscreens, after-sun moisturizers and formulas for skin recovery after long exposures to chlorine. All developed with the aim of offering effective protection and treatment, without giving up comfort and practicality this new line already has the recommendation of several athletes of the Speedo team, who have used and approved dermocosmetics in their routines.

In addition to the significant growth in sales, Speedo is already preparing new launches in this segment, which with the expectation of further consolidating its presence in the sports dermocosmetics market. The bet is on innovative products that complement the routine of athletes, reinforcing the commitment of the brand to the quality and well-being of its consumers.

With the increase in outdoor sports and the growing concern with self-care, the speedo is well positioned to continue growing, not only in the sports fashion market, but also in the dermocosmetics sector, where it already begins to stand out strongly.

E-Commerce

Speedo's e-commerce operation has achieved a impressive growth of 44% in 2024, compared to the same period of 2023, surpassing the revenue of the main physical store of the brand in Sao Paulo. This significant result demonstrates the success of the company's strategy to integrate technological innovation with the consumer experience, connecting more broadly and effectively to the final public.

In recent years, Speedo has adopted a approach that prioritizes being present where the customer is“ focuses not on where we are, but on how we can understand and meet the needs and lifestyle of consumers with our products and services”, says Roberto Jalonetsky, CEO of Speedo.

To sustain this accelerated growth, the company has invested heavily in technology over the past three years, implementing virtual fitting rooms, artificial intelligence in digital and face-to-face service, as well as significantly improving its logistics structure and operational processesaccording to Jalonetsky, these advances were essential for the company to maintain the pace of expansion.

Union between operators and cloud offerings gives new impetus to the market

Sidimar Carniel
-
0
Union between operators and cloud offerings gives new impetus to the market

The technology scenario has been the scene of several fronts of transformations in recent years, marked mainly by the convergence of different sectors. One of the recent synergies, but which has stood out among the most promising, is the joint action between telecommunications companies and cloud service providers (cloud computing). This strategic partnership has revolutionized the way companies consume technology, offering more complete, efficient and personalized solutions.

The movement of approximation between the two sectors has intensified in recent years, driven by the growing demand of the corporate market for integrated solutions and the search for greater agility and flexibility in business. Telecommunications companies, with their vast network infrastructure and connectivity expertise, have found in the cloud an opportunity to expand their portfolios and meet the increasingly complex needs of their B2B customers. 

Thus, the junction of the sectors generates a offer of customized solutions, that is, packages that combine telecommunications services with access to cloud computing resources. This movement is based on the offer of products from the so-called Value Added Services (VAS), and is advantageous, mainly because it facilitates the contracting and management of these services by corporations, which now have a single subscription and a centralized point of contact.

In addition to making packages more attractive and convenient for the end customer, the integration of products simplifies the control and resolution of any problems, since all services are under the same management. For operators, this means a competitive differential in the market, since they start to offer a more complete solution.

Going further, the convergence between telecommunications and cloud computing is especially beneficial because it allows network providers to expand their customer base and increase revenue without the need to capture new leads. This is because, by offering cloud services as a complement to their plans, brands can meet a latent demand from their corporate customers and strengthen the relationship with their base.

Thinking on the side of cloud computing providers, the partnerships represent an opportunity to reach a wider market range. Driven by the expansion of the market in Brazil io which, according to IDC, should reach US$ 1.5 billion in 2024 2024 , these companies see partnerships with telecommunications companies as a fast way to reach an audience that already has an established relationship with brands.

Evaluating in a more macro scenario, the recent market dynamics is even more relevant for small and medium-sized operators, who tend to find it difficult to compete with large players in terms of product offerings. By partnering with cloud technology providers, these providers can offer their partners a wider range of services without neglecting their great strategic differential, often based on the performance and support closer to customers.

In summary, the convergence between the areas represents a new era of opportunities, especially for the B2B niche. This joint action tends to be beneficial for all three business ends and should prevail as a common mechanism of an increasingly dynamic and demanding market.

*Sidimar Carniel is COO of 4B Digital, the country's leading cloud technology platform. 

70% of mobile traffic in Latin America is generated by three platforms, a GSMA report reveals

E-Commerce Update
-
0
70% of mobile traffic in Latin America is generated by three platforms, a GSMA report reveals

In the context of the fair share debate, the GSMA presents the '5Use of mobile networks in Latin America’, the first in a series of reports to contribute to the regional discussion with data and evidence. This initial report reveals a photograph of mobile traffic in the region by May 2024, by company and content type, at aggregate level and by subregion and/or country. The most striking conclusion of the study is that three companies ― Meta, Alphabet (Google) and TikTok ― generate more than 70% of mobile download traffic in Latin America. Meta concentrates almost 50%; alphabet adds 14% and TikTokT3T3.8.

The report also examines mobile traffic by type of use, access to social networks (41%), web browsing (29%) and streaming (19%) leading the list. This podium repeats itself throughout the region, with some variations. In Central America and Mexico, for example, the order remains, but social networks represent almost 60% of the total. In Argentina, Chile and Paraguay, streaming is above web browsing. In the Andean Region, streaming becomes the most popular type, representing 38% of the total 10.

The common denominator in the three cases is the intensive use of video, in short or long format. The demand for data of this content will continue to increase with the advancement of resolutions (from HD to 4K, and eventually 8K) and the expansion of live broadcast events. Audiovisual content is one of the main drivers of the sustained growth of mobile traffic that, between 2016 and 2023, multiplied by 14. Only the annual growth in 2023 was greater than the total volume of traffic in the region five years before, in 2018. Until 2030, it is expected to exert more than 2 gigabytes per year.

“When we see 70% of mobile traffic concentrated in three companies, one might think that it is just a reflection of the choice of users.But a considerable part of that traffic is unsolicited, like the ads we see when opening our apps or videos at resolutions far superior to those we can enjoy on our devices”, says Lucas Gallitto, Director for Latin America, GSMA. “Today, platforms do not pay for the costs of this traffic they monetize, which has a negative impact on user experience, network capacity and the environment. This highlights the need for fair share: a market mechanism by which large traffic generators contribute to the financing of networks, encouraging the most efficient use of this resource that belongs to everyone.”

The report 'Uso de rede mobile em Latin America’ is available for download in portuguese, spanish and english here.

Black Friday: how to increase sales and get along on the date using WhatsApp automation

E-Commerce Update
-
0
Black Friday: how to increase sales and get along on the date using WhatsApp automation

According to the Black Friday 2024 Purchase Intention Survey, prepared by Wake in partnership with OpinionBox, 66% of Brazilian consumers intend to buy a product on Black Friday this year.The report, which also addresses issues related to consumer experience, points out that WhatsApp is one of the preferred means of customer interaction (30,1%) with companies when it comes to communication and brand advertisements.

In this regard, the Cielo-SBVC Ranking study, prepared by the Brazilian Retail and Consumer Society (SBVC), showed that 46% of the largest retailers operating in Brazil use WhatsApp as a sales tool. At the same time, the 2024 Sales Panorama survey, prepared by RD Station, revealed that 70% of sales professionals declare that the network is the most effective channel in contact with the customer.

From this scenario, Marcos Schutz, CEO of SaleComChat, franchise network specialized in Whatsapp automation services, warns that starting automated actions in the instant messaging application before Black Friday boost sales and improve the customer experience.“Previous campaigns help not only expand the contact base but also create expectation in consumers. By announcing special offers and discounts that will be available, brands arouse interest and excitement, encouraging customers to plan for” purchases, he explains.

According to the executive, WhatsApp automation tools offer several features designed to maximize customer service efficiency and, consequently, increase sales. This is because, through the feature, it is possible to serve a larger volume of consumers simultaneously, create a sense of urgency about the offers, answer frequently asked questions and solve common problems with chatbot, as well as manage the flow of messages.“Such automation capabilities ensure that customer service is not only fast, but also of high quality, even when the volume of interactions is significantly higher”, comments Marcos.

As the CEO of VendaComChat, some features are crucial to stand out during Black Friday, check out:


Data AnalysisWhatsApp automation tools enable the collection and analysis of customer data, so that sellers can better understand buying patterns and optimize marketing and sales strategies during Black Friday.“Sse type of tool allows you to create and send personalized offers based on customer purchase history.During high demand dates, this can be used to offer unique discounts that are more likely to convert sales, based on previous preferences and buying behavior of” consumers.

Schedule alerts on lightning offers and limited stock

Through automated messaging, retailers can warn customers about launching future offers, lightning promotions and stocking the most desired products. 

Management at peak of care

The system can mechanize the scheduling of confirmations or reminders, reducing the administrative burden on employees, so as to avoid delays or confusion.In addition, in periods of high traffic, the management of incoming messages ensures that all are met in a timely manner, maintaining the quality and speed of service.

Personalization of thanks and request for feedback

Finally, the CEO points out that performing an efficient after-sales is crucial to retain customers acquired during seasonal retail dates and therefore recommends, “envie personalized thank-you messages after purchase, using the customer's name and specifically mentioning the product purchased. This shows appreciation and recognition for it. In addition, sending satisfaction surveys soon after the completion of a service, can provide instant feedback that should be used for quick adjustments in real time”, concludes. 

Behind only India, Brazil is the 2nd country with the highest potential for entrepreneurs in the world

E-Commerce Update
-
0
Behind only India, Brazil is the 2nd country with the highest potential for entrepreneurs in the world

Data recently released by the Global Entrepreneurship Monitor state that more than 48% of Brazilians intend to start a new business in the next 3 years. In fact, two thirds of the population have confidence in their skills to undertake and, in addition, just over half (51%) considers that the fear of failure is not a factor that prevents them from starting a new business. Entrepreneurship specialist Reginaldo Boeira went through 3 major falls before achieving success. He owns KNN, one of the 5 largest language franchise networks in Brazil, in addition to several other companies from different sectors.  

“If I could leave a single lesson for those who are thinking of undertaking, it would be: do not be afraid to invest. Fear is a barrier that exists in the head of all of us, but success only comes to those who decide to cross it. I have already gone through great challenges, and in none of these moments I thought of giving up. On the contrary, I learned the importance of resilience and persistence. Each failure taught me to adjust the candles, to understand the market and to seek new opportunities”, he says.

Before founding KNN Languages, Reginaldo Boeira had a trajectory marked by ups and downs. At the age of 12, he began to undertake selling sweets to help the family of humble origin.With will and commitment, he tried other businesses, such as a butcher and a semi-jewel company, but without success. The third ̄court of Reginaldo occurred in a computer company and, from that moment, he understood that to be a successful entrepreneur, he would need to invest in what he truly liked and that the money would be a consequence. In the case of Reginaldo, he decided to invest in languages.

“I met English as a child, through a pile radinho that I won. And there, curious, I tried to learn with the help of a dictionary. This passion for the language made me invest in the field of language teaching. In addition, the passion for entrepreneurship also pushed me to teach other entrepreneurs to make money and success, so the franchise model was successful. And working with what you love is undoubtedly one of the most important pillars for lasting success. When we get involved in a project or a business for which we are truly passionate, our dedication goes far beyond the physical effort or hours invested is, we are completely immersed, we are connected to the strength of the mission.

“E, of course, during the trajectory, if it goes wrong, the secret is to understand that failure is part of the process, and that, often, it is a learning and the leap to success. And the Brazilian has this claw of 'Do not give up ever’ is until a motto that people take with them and need to be adopted in different areas of their life, professional, personal, business and even health, as is my case, that I beat cancer recently and I keep doing constant follow-ups, cherishing for life and never giving up having every day more full health to follow with all the projects I have for myself and for my companies”, Boeira.

In addition to KNN Idiomas, Reginaldo, with a strong vein for entrepreneurship, boosted its business with the creation of new companies, such as Phenom Idiomas, for 3 years in operation in Brazil and with more than 50 units open in the country, Boeira Construtora, focused on the construction industry in the region of Vale do Itajai, in SC, and also companies in the marketing, foreign trade and tourism segment, such as Rancho Otto, in the Santa Catarina mountain range, a destination highly sought by tourists throughout the year.

Business scenario in Brazil

According to recent research, Brazil already has more than 60 million National Registrations of Legal Entities (CNPJ) registered throughout the history of the country. Of this total, just over 21 million, 35%, are active. Still according to the survey, 94,5% of active companies are headquarters, followed by 5,5% of subsidiaries. Most active companies are headquarters, with 94,50% companies, and only 50% are subsidiaries.It is worth mentioning that the micro companies (7M7) are the most of them 7M) more than 7M3. 

Do you know what the justified faults are?

E-Commerce Update
-
0
Do you know what the justified faults are?

It is always important to remember that the relationship between employee and employer must be based on balance and reciprocity. The worker, when starting his journey in a company, not only acquires rights, but also assumes fundamental responsibilities for the proper functioning of this relationship. Such balance is regulated by the Consolidation of Labor Laws (CLT), which seeks to ensure justice and mutual protection in this bond.

Article 473 of the CLT is an excellent example of the guarantees granted to the worker so that he can attend to personal and family situations without causing damage to his salary. This article contemplates several hypotheses in which the employee has the right to paid absence, reflecting the sensitivity of Brazilian legislation to protect the worker in the most important moments of his life.

Among the main hypotheses, we have:

  1. Death of relatives: The employee has the right to be absent for up to 2 Consecutive days in case of death of spouse, ascendants, descendants, siblings or economic dependents.
  2. Marriage: The worker can enjoy 3 Consecutive days absence due to marriage, ensuring a period of celebration and adaptation to the new marital life.
  3. Birth of a child or shared guardian: The article assures the father 5 Consecutive days paternity leave, ensuring their participation in the first moments of the child's life or in the new family dynamics in cases of shared custody.
  4. Voluntary blood donation: To encourage this act of solidarity, the worker has the right to 1 Day absence by duly proven year.
  5. Electoral enlistment: To comply with citizenship, the employee may be absent for up to 2 Days (consecutive or not) to register as a voter, in accordance with current electoral legislation.
  6. Fulfillment of military service requirements: The worker is also protected for the time necessary to fulfill the obligations imposed by military service.
  7. Vestibular tests: The legislation guarantees the right to absence during the days when the employee is taking entrance exams for entry into a higher education institution.
  8. Appearance at trial: In situations where the worker needs to appear in court, the time of absence is ensured by the CLT, so that the employee can exercise their rights without wage impact.
  9. International trade union meetings: Workers representing a trade union entity at official meetings of international bodies of which Brazil is a member are entitled to the necessary time of absence.
  10. Follow-up of medical appointments during pregnancy: The employee may leave to accompany his wife or companion in up to 6 Medical appointments during gestation.
  11. Follow-up of children in medical consultations: The employee has the right to 1 Day per year to accompany your child up to 6 years in medical consultations, reinforcing the protection to childhood.

These rights reflect the commitment of the legislator to create conditions that allow the worker to reconcile his professional life with family and civic responsibilities, ensuring financial protection during these absences.

If, on the one hand, CLT confers a series of rights on the employee, on the other, it also imposes important obligations. These responsibilities are essential for the employment relationship to occur in a harmonious and productive way, both for the employee and the employer. When accepting an employment contract, the employee undertakes to follow certain contractual and legal rules, such as:

  1. Punctuality and attendance: Compliance with established schedules is fundamental for the organization of work. In addition, absences should be justified, preferably in advance, ensuring that the flow of company activities is not interrupted without need.
  2. Zeal for the company's heritage: The worker must take care of the material resources entrusted to him, using them in a responsible and efficient way. Improper use can result in damages that impact both the company and the work environment itself.
  3. Follow internal policies and procedures: Each company has its own standards of conduct and security. Compliance with these policies, such as the use of personal protective equipment (PPE) and respect for the confidentiality of strategic information, is crucial for the integrity of the work environment.
  4. Meeting targets and deadlines: The worker has the obligation to perform their activities with commitment and dedication, respecting deadlines and established goals. Failure to comply with these parameters can harm not only the company, but also the professional development of the employee.
  5. Respect for hierarchy and good socializing: Maintaining respect for hierarchical authorities, as well as cultivating a healthy and collaborative work environment, is an obligation of all workers. Harmonic coexistence contributes to collective efficiency and company success.
  6. Obedience to contractual and legal rules: The employment contract and labor law set limits and obligations that must be observed. Disrespecting these rules may result in disciplinary sanctions, such as warnings, suspensions and even dismissal for cause.

Fulfilling these responsibilities strengthens the bond of trust between employer and employee, promotes a safer and more productive work environment and, consequently, increases the chances of professional growth within the company.

The knowledge of rights e responsibilities in the workplace is a fundamental pillar for professional success. Brazilian labor legislation seeks to protect the worker, while ensuring the maintenance of a fair relationship with the employer. By exercising their rights and fulfilling their obligations, the employee contributes to the construction of a balanced and harmonious work environment, essential for their growth and the development of the company.

1...399400401...543Page 400 of 543

LATEST ARTICLES

POPULAR ARTICLES

POPULAR CATEGORIES

ABOUT US

E-Commerce Update is a leading company in the Brazilian market, specializing in producing and disseminating high-quality content about the e-commerce sector.

Contact: contact@ecommerceupdate.com.br

© E-Commerce Update 2024 - All rights reserved.

[elfsight_cookie_consent id="1"]