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Financial education facilitates investments and the realization of dreams, according to expert

E-Commerce Update
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Financial education facilitates investments and the realization of dreams, according to expert

In times of economic uncertainty, financial education is paramount for those seeking to avoid debt and achieve the realization of dreams, such as buying a property, and long-term goals, such as ensuring a comfortable retirement.

According to the Central Bank and the Credit Protection Service (SPC Brazil), in 2023, the indebtedness of Brazilian families reached a record level, with almost 80% of families in debt. This reinforces the importance of conscious financial management, based on planning and organization, to achieve the long-awaited economic stability.

According to Jenni Almeida'sfounder and CEO of Invest4U, financial education has the potential to transform lives, teaching from creating a personal budget to investment strategies. Financial consulting that focus on this issue offer personalized strategies that help protect wealth. “A consultancy should go far beyond offering financial products, it should prepare people for a prosperous and safe future. By offering planning tailored to the needs of each one, we can develop a solid strategy aligned with their LIF objectives, he explains.

Change in investment mindset

Despite the challenges, Brazilians, traditionally more focused on savings, have begun to explore other more profitable financial instruments.In 2023, the country saw a 10% increase in the number of investors in government bonds, with more than 2 million people investing in Treasury Direct, according to Central Bank data.“This reflects a change in financial mindset, with more people seeking to protect their resources strategically, but many still have doubts about how to continue exploring these investment opportunities”, Jenni points.

The SIM (Sustainability, Investment and Multiplication) method, used by Invest4U, aims to provide a life plan that considers both the protection and multiplication of the patrimony of customers. “A financial education is the basis for any long-term achievement. When people understand how to manage their resources efficiently, they start investing more safely and clearly, and this opens doors to the realization of dreams that once seemed distant”, explains the CEO.

Investments for a prosperous future

For those who want a comfortable income after the end of their career, it is important to start investing early, prioritizing options such as fixed income, private pension and government bonds, as they offer stability and predictability of returns.“O Treasury IPCA+, for example, is a highly sought-after security, since it combines the variation of inflation with a fixed rate, protecting the purchasing power of investors over time”, Jenni points out.

Private pension, with its PGBL and VGBL modalities, is also an interesting tool, especially for those seeking equity succession due to the tax benefit that allows deductions of up to 12% in taxable income, as is the case of PGBL. “With moderate monthly contributions, these products can guarantee income that sustains a passive income in the future, without compromising the accumulated capital”, recommends the expert.

IAS expands AI-based brand protection feature for advertisers on YouTube to include misinformation

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IAS expands AI-based brand protection feature for advertisers on YouTube to include misinformation

Integral Ad Science (IAS), the leading global platform for measuring and optimizing digital ad media, announces the availability of disinformation-related Brand Safety and Suitability reports for advertisers running campaigns on YouTube media inventories. From now on, IAS can detect content across YouTube that it identifies as misinformation, allowing advertisers to further enhance the security and appropriateness of their digital media investments on the platform. 

The IAS product suite, Total Media Quality (TMQ), offers important third-party certification that campaigns run near content that is appropriate and safe for brands.The IAS disinformation measurement provides independent verification, complementary to YouTube policies and procedures.  

“Brand Safety is one of the top priorities for marketers as we move closer to the next global media events.We are providing marketers with enhanced products such as our enhanced Total Media Quality for YouTube, which now offers IAS reports on” misinformation, says Lisa Utzschneider, CEO of IAS. “We are excited to offer the possibility to detect misinformation with our best-in-class media measurement solution”. 

IAS classifications content according to industry-aligned definitions and provides reporting based on advertisers’ custom brand suitability settings. Video-level reporting provided by IAS allows advertisers to get a full, accurate picture of the content their ads are running adjacent to, and adjust their campaigns based on their own disassociated suitability profiles. 

IAS classifies content in line with industry conventions and provides reports based on custom Brand Safety and Suitability definitions of each brand by the respective advertiser.The IAS video level reports allow advertisers to have a comprehensive and accurate view of the content to which their ads are being displayed and adjust their campaigns based on the desired suitability profiles. 

Advertisers can now: 

  • Access expanded third-party transparency: Gain reliable video-level insights into content around ads, as industry definitions; 
  • Guide results: Analyze whether your ads appear near content identified by IAS as misinformation and promote optimizations as necessary to guide brand suitability;
  • Rescue and scale your business: Access the global report with more than 30 languages on YouTube for major international events in 2024 and beyond;

In March, IAS released the achievement of MRC (Media Rating Council) certification for integrated third-party measurement and reporting on video ad visibility on YouTube.In December 2023, IAS announced the availability of the Total Media Quality (TMQ) suite on YouTube Shorts, providing marketers with expanded coverage of its advanced Brand Safety and Suitability measurement.

30% of products purchased online are returned: reverse logistics strengthens the circular economy and ESG

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30% of products purchased online are returned: reverse logistics strengthens the circular economy and ESG

According to a Brazilian Association of Electronic Commerce (ABComm), e-commerce in Brazil grew 27% in the last year, moving about R$186 billion. The expectation is that by the end of 2024 this value will reach R$205.11 billion, with 418.6 million orders, and a number of buyers that can reach 91 million.

One study invesp reveals that 30% of products purchased online are returned, a number much higher than that of physical stores, where the return rate is 8.89%. This high rate of returns not only represents a logistical and financial challenge for companies, but also generates a considerable environmental impact.

As explained by the CEO of the online auction platform Kwara, Thiago da Mata, “The increase in demand from online buyers results in a significant volume of returns, making effective management of these items essential. Executing the sale of reverse logistics goods through auction becomes an agile and transparent solution to manage the return of these products in an efficient, profitable and ecological manner”. That is, with the exponential growth of e-commerce, product returns have increased significantly, boosting the practice of reverse logistics, an essential tool for sustainability and operational efficiency.  

Why are repurposing auctions effective?

The research “-commerce Trends 2024”, conducted by Octadesk in partnership with Opinion Box, shows that most consumers have started shopping online in the last five years. Among respondents, 64% stated that the frequency of purchases has increased in the last 12 months, with 85% buying online at least once a month and 62% making up to five monthly purchases. 

“This growth in the number of purchases and new adherents to the online model is directly linked to the increase in the volume of product returns, reinforcing the importance of sustainable solutions. This practice not only challenges logistics centers, but also provides consumers with the chance to buy products with discounts of up to 90% in relation to the market reference price, encouraging a more conscious consumption.”, says Thiago.

Instead of discarding returned products, many companies choose to auction these items, offering consumers the opportunity to purchase products that never reached their final destination at reduced prices.For companies, this practice allows them to quickly recover part of the value invested, in addition to reducing the accumulation of goods in distribution centers.This also promotes the circular economy, reducing waste and promoting sustainability.

Reverse logistics auctions and ESG practices

Asset recovery auctions not only minimize environmental impact, but are also aligned with ESG (Environmental, Social, and Governance) practices, promoting transparency and efficiency in resource management. According to the Institute of Reverse Logistics, the implementation of an effective program can reduce material waste by up to 30%, promoting more efficient resource management. 

For da Mata, companies that adopt these solutions demonstrate a solid commitment to social and environmental responsibility, strengthening their image before an increasingly attentive public to ESG practices.“By giving a lasting destination to returned goods, companies reinforce their environmental and social responsibilities, meeting the expectations of consumers who value environmental preservation”.

According to McKinsey & Company60% of consumers are willing to pay more for sustainable products, highlighting the importance of integrating technology into business models.

In addition to environmental benefits, auctions of returned products offer financial advantages. Companies can recover part of the amount invested, while consumers have access to products at competitive prices in the secondary market. This practice also aligns with governance principles, which prioritize transparency and efficiency in resource management.

How do reverse logistics auctions work?

In reverse logistics auctions, items that would be discarded, such as electronic equipment, furniture, industrial machinery and various other types of items are recovered by companies and put up for sale in auctions, which occur mainly on specialized online platforms, connecting buyers to these assets in an agile and efficient way. 

By adopting deactivation strategies using the online auction tool, companies have the opportunity not only to release capital quickly, but also to optimize their resources effectively. Auctions offer a dynamic and global platform that allows companies to reach a wide base of potential buyers, thus maximizing the value of their assets.It is an essential approach for companies seeking agility, efficiency and profitability in a competitive market in constant evolution.”, comments the CEO. 

For Thiago, “ by demobilizing goods through online auctions, companies create a process that can become recurrent, in addition to outsourcing disclosure and even inventory and collection processes.In addition, the auction format allows companies to create a sales cadence in a way that minimizes the risk of items being stuck in the stock, transforming idle assets into liquid capital quickly and efficiently”.

With the increase of 16.5% in the number of virtual stores in 2023, which now total more than 1.9 million, according to survey from the “Profile of Brazilian E-Commerce”, reverse logistics and its auctions become even more essential to ensure that the growth of e-commerce in Brazil follows a sustainable and profitable path. “Therefore, this practice is vital for companies seeking to expand in e-commerce responsibly, contributing to the circular economy and integrating ESG practices that meet the demands of consumers, the company and investors”, concludes Thiago.

SX Business opens more than 600 job openings in Novo Hamburgo

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SX Business opens more than 600 job openings in Novo Hamburgo

SX Business, Customer Experience and Online Business platform aimed at Santander customers throughout the country, is hiring more than 600 employees in Novo Hamburgo. The company, which has been operating in the city since 2020 and has about 5 thousand employees, has opened positions for the role of Customer Experience and Business Specialist. Applicants must have completed high school, basic computer knowledge and availability for face-to-face work. It is not necessary to have experience. Applications for vacancies must be made exclusively by the SX Business website | PandaPe (sxnegocios.pandape.infojobs.com.br)

In addition to residents of Novo Hamburgo and neighboring cities, people residing in Porto Alegre and throughout Vale dos Sinos can participate in the selection process.The contractors will serve Bank customers through SX Business systems, proposing the best financial solutions. The company offers a salary compatible with the market, attractive variable remuneration, as the results are achieved; program of participation in results; medical and dental care and food stamps, among other benefits. The selection process is expected to continue until December.

Today, the platform adds more than 8.5 thousand employees throughout Brazil, in the units installed in Novo Hamburgo (RS), Rio de Janeiro (RJ), Sorocaba (SP) and will soon inaugurate a new unit in Piracicaba/SP. “A SX Business is a related company of Santander that offers 80% of vacancies for university students and people in search of the first job, and that has a strong agenda of professional development programs. We have commitments to equity opportunities for everyone and we value differences. Therefore we seek diversity in gender identity, age, color and ethnicity, we understand the S.

"stand out in the market" - Maintains the competitive nuance of "se destacar" while adhering to business English conventions.

Ana Paula Debiazi
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"stand out in the market" - Maintains the competitive nuance of "se destacar" while adhering to business English conventions.

For a startup to stand out in the market today, it is essential that it presents a combination of strategic, technological and operational factors.It is also fundamental that the founders have a clear and attractive value proposition. Currently there are many solutions being born that are still more of the same, so it is necessary to offer an innovative solution to a significant problem or a need not met in the market. 

If there is already something on the market, your solution needs to have a clear differential that stands out from the competition, whether in terms of technology, business model or customer experience. 

When a startup is going to be formed, founders need to have complementary skills in areas such as product development, marketing, sales, finance and operations. Seeking help when there is no experience in any area is another determining factor. 

Adopting emerging technologies such as artificial intelligence, big data, blockchain, among others, to improve products and processes is also indispensable, as well as developing a technological infrastructure that allows scalability and flexibility to grow rapidly as demand. 

The source of revenue needs to be clear and the business model must be sustainable. To do this, it is necessary to define a sustainable and scalable revenue model, such as subscriptions, direct sales, advertising, among others break even and having a lean and sustainable structure are two essential positions, as well as maintaining a strict control over operating costs and seeking efficiency in all areas. 

The customer is the focus: he needs to have a unique and exceptional experience, from first contact to after-sales support. Listening to this customer is paramount, since product improvement should be the focus according to consumer feedback. 

Invest in marketing and highlight your competitive differentials, because those who are not seen are not remembered. Understand where your customers are and create a targeted communication strategy. Show yourself as a strong, consistent brand that has authority in the market and knowledge. 

Do not seek investors only for money, but also for connections and mentoring, which offer smart moneyforming partnerships with other companies, universities and organizations that can add value makes the difference to stand out and attract investors. 

Governance is critical to the business, both to maintain sustainability and to attract investors. Thus, founders need to have adaptability and resilience, they need to be prepared to change direction quickly based on new information or changes in the market.  

These elements, combined, can help a startup position itself competitively and thrive in a dynamic and challenging marketplace. 

In the age of retention, influence is the new world currency

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In the age of retention, influence is the new world currency

In the current times, when digital reigns, getting the attention of the target audience is a key part to enhance the success of a business. In social networks, this means being able to retain the audience at the beginning of a post. 

Research shows that those who want to influence online have only three seconds to get someone's attention, and that the average retention rate needed to increase the reach of short videos is 70%. How to make this possible?

According to Jhonny Martins, vice president of SERAC, hub of corporate solutions, being a reference in the accounting, legal, educational and technology areas, it is necessary to understand that the public needs something flashy to continue following. “We are in the era of retention, when we dispute the attention with many people, so the provocative videos are the most viral. You need to start with an impactful message at the beginning to hold attention and not let the public move to another video”, he says. 

According to the vice president of SERAC, social networks and digital were one of the most worked points by the company in recent years, as well as qualified networking. “We understand that networks give us visibility and have qualified customers further expands our reference. The key turn to stimulate the use of networks and invest in digital was when we began to have a good niche of customers in the digital market, as Thiago Nigro, who pulled Joel Jota, etc. We began to understand that those who are in digital look for digital, so it is of fundamental importance to us”, he explains. 

For Jhonny, becoming influential in networks means working on how to treat people and communicate inside and outside them. “In everyday life, it is important to understand that the way you treat people makes you influential. If you are that person who only treats people well who you think will bring you some kind of value, you do not become influential. And when you treat people well, they indicate you, promote your name”, or guides you.

An indication of the executive is to call people by name.“Call someone by name is powerful. It is the word that every human being likes to hear the most. This makes you become influential in the” environment, explains Jhonny Martins. 

In social networks, you need to learn to bring something unusual to draw attention and pass on the message. “Use phrases that arouse curiosity and encourage interaction. Show yourself as someone who wants to help solve the demand of those who are watching, someone who can influence you to take better paths. When you can become influential for someone, you will already have the currency you need to achieve promising results”, concludes the vice president of SERAC

8 In 10 brand videos on TikTok are failing, new research from creative effectiveness platform DAIVID reveals

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8 In 10 brand videos on TikTok are failing, new research from creative effectiveness platform DAIVID reveals

84% of videos published by brands on TikTok are underperforming, according to new research from global creative effectiveness platform DAIVID.Although the social network is gaining more and more importance in the segment of marketers, content generated by brands has shown below average levels of positive emotions, attention and brand recall. 

The survey conducted by the platform showed that, among the 84%, 60% of the videos are forgettable, generating positive emotional responses below the average and low brand recall, and 24% even provide intense negative emotions, such as anxiety, fear, embarrassment, disgust and shame. The study concluded that the content of TikTok was 9% less likely to generate intense positive emotions than the global average and attracted 2.5% less attention.

According to Fabio Goncalves, director of international talent at Viral Nation and an expert in the influencer marketing market, branded videos on TikTok are delivering a subpar result because many companies have not yet understood the authenticity and creativity that the platform requires.

“Tries to create very polished or advertising-tone content end up disconnecting from the spontaneous style that resonates with the network audience.In addition, there is a clear absence of exciting and engaging narratives, which leads to easily forgettable videos.In TikTok, the immediate emotional impact is essential, and when this does not occur, the brand memory becomes low”, he explains.

In order to improve the performance and reach of these videos, Fabio highlights the importance of influencer marketing in this type of content. According to the influencer agent, the key is to give creative freedom to creators: “When brands allow influencers to express their creativity in an authentic way, content tends to connect better with the audience. This does not mean abandoning the values or brand image, but rather trusting the creator to translate the brand message in a way that resonates with the platform audience. The partnership between brands and creators must be based on trust, respecting important guidelines, but without limiting the innovation and spontaneity that make TikTok so effective.

Another point raised by the professional is that the unsatisfactory result of these contents reflects the excessive focus of brands on superficial metrics, such as impressions and engagement, without assessing the true emotional impact: “Many contents are generating negative emotions, such as anxiety and shame, which can seriously damage the brand reputation.In TikTok, innovation and the ability to surprise are fundamental, and replicating generic formulas from other platforms simply does not work. Brands need to rethink their creative approaches to genuinely connect with the network audience'”, he adds.

STUDY METHODOLOGY

The TikTok survey conducted by DAIVID was conducted using the company's Self-Serve solution, which is currently in beta phase. The solution uses a trained 'model with millions of consumer data points 'WASHED to predict the emotions generated by an ad, the amount of attention it is likely to attract and its expected impact on various brand and business metrics.Using a combination of computer vision, computer listening, facial coding, eye tracking, research data and machine learning, DAIVID's model allows advertisers to evaluate, quantify and improve the effectiveness of their creativity on a large scale.In total, 50 videos in the TikTokTol from five different brands were randomly selected from five sectors were included.

Learn how startups should handle Death Valley

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Learn how startups should handle Death Valley

The term “Vale da Morte” is well known in the startup market for describing a critical phase in the business lifecycle. Typically, this is the period when companies are most vulnerable, that is, between the stage of product development and the point at which the startup begins to generate revenue to cover operating costs.

A study conducted by the Dom Cabral Foundation on the causes of mortality of Brazilian startups indicated that at least 25% of them cease to exist in the first year and 50% of them are already closed until the fourth year of life. But why does this happen?

According to Marilucia Silva Pertile, startup mentor and co-founder of Start Growth, which supports visionary founders on the journey to the next level, combining expertise, capital and experience, the “Vale of Death” or “Death Valley” is the life cycle phase of a startup facing high financial challenges, making the startup very prone to failure. “We can say that the valley of death is almost an all or nothing, after all, the high criticality of this period is what will determine whether or not the business will survive”, he says. 

According to Marilucia, during Death Valley, the startup has already spent a significant part of its initial capital, however, it has not yet achieved a stable or profitable revenue.“The Death Valley phase usually happens after the first investment, when the product is already developed, market analysis has already been done and the idea has been validated with customers, however the startup still does not generate enough revenue and profit to maintain itself. That is, it is a phase in which it needs” resources, he explains. 

The executive points out that, although it seems scary, you must consider that every entrepreneur goes through Death Valley when starting a startup.“It is a natural process that is part of the business maturation cycle. The secret is to have the rational and financial ability to go through this phase quickly and with the least amount of risks possible”, she says.

Preparing for Death Valley, according to Marilucia Pertile, requires the awareness that hard work, dedication and resilience will be needed. “You need to bring in people who help and also deal with a certain flexibility to face a plan B or C. In addition, seeking mentors and investors should be part of the” process, she says. 

For a faster overcoming of Death Valley, the co-founder of Start Growth suggests that the startup seek partners who can help with non-financial counterparts and also look for some significant customer who is willing to learn and who helps validate hypotheses in search of market fit.

The high cost of banning WhatsApp for businesses

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The high cost of banning WhatsApp for businesses

Imagine opening your WhatsApp and finding a message from a company you have never heard of. You wonder how this company got your number and suddenly feel that your privacy has been invaded. This scenario, common in the daily lives of consumers, is a result of inappropriate digital marketing practices, such as sending unsolicited messages.

The misuse of WhatsApp by companies has drawn attention and ignites an alert about the importance of good practices in the platform.Meta Guidelines, the company responsible for WhatsApp, can ban accounts for violation of terms of service.

WhatsApp is used daily by 99% of Brazilians, according to MobileTime/Opinion Box research. This high penetration makes the application an essential communication channel for companies and consumers. Consequently, banning an account can generate several problems for brand reputation and customer loyalty.

In a country where the app is used daily and in many cases is the main bridge to communication between businesses and consumers, any disruption in service can trigger a number of issues for brand reputation and customer loyalty.

Risks that go beyond financial

Victor Hugo, Digital Business Leader at Huggy, explains why, in the event of a ban, the damage goes far beyond the financial.“When a company is banned from a platform like WhatsApp, it is not only the loss of immediate sales that is at stake. Customer trust is shaken, and regaining that trust can be a long process. Good practices in using the platform are essential to avoid this type of problem.”

In addition to reputation, companies lose a fundamental tool for communicating with their customers. Lack of access to WhatsApp can lead to delays in service, frustrating customers and causing them to seek alternatives in competitors.

Consumer confidence

A study conducted by Cedro in partnership with E-Commerce Brazil revealed that 39% of consumers prefer the digital service via WhatsApp. This data shows the relevance of WhatsApp for customer service and the need to use it responsibly.

In addition, the proper use of WhatsApp can strengthen the relationship between companies and customers.By respecting the policies of the platform, brands not only minimize the risk of banishment, but also win the trust of consumers, who value transparency and privacy in interactions.
How to avoid a ban

Meta recommends some practices to avoid bans, such as not sending bulk messages without the recipient's consent, respecting privacy policies, and ensuring that all interactions are relevant and useful to customers. Following these practices helps keep the account active and communication efficient.

“To avoid headaches and ensure that the company does not face ban problems, it is also important to use digital customer service platforms that are partners of Meta. Being a Meta partner, these companies need to comply with all guidelines and policies, ensuring a safe experience for both the company and for the customers”, adds Victor Hugo.

In short, the banning of a platform like WhatsApp can cause various damages in the relationship between business and customers. For this, companies must be aware of good practices and usage policies to ensure their good use and avoid losses that, as we have seen, go beyond financial.

Americanas' strategy of holding board accountable for fraud hurts only minority shareholders

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Americanas' strategy of holding board accountable for fraud hurts only minority shareholders

Americanas' strategy of holding a small group of former directors responsible for the largest accounting fraud in Brazilian history and exempting the Company and its controllers gained another chapter.The company's Board of Directors approved the granting of millionaire benefits so that Flavia Carneiro and Marcelo Nunes would make a complaint about the case, making the testimony of the two questionable. “A exemption of a collaborator who received such a package of benefits?The motivation should not be just to clarify the facts and get some decrease in the SENTence”, questions the president of the Instituto Empresa, Eduardo Silva.

In the view of the Instituto Empresa, an entity that brings together Minority Shareholders and defends investors, Americanas' strategy to direct all responsibility to managers aims to exempt the company from compensation to minority shareholders. “Only the company can sue the guilty directors, leaving investors without any compensation claim”, Silva points out.

Contrary to what the defense of Americanas claims, the reality of the facts is that there were flaws in the company's own structure, as concluded the investigation carried out by B3, which suspended the Novo Mercado company and imposed fines on Americanas itself, its board members and audit committee.

In the decision, B3 pointed out that the Counsellors were omitted in the supervision and management of internal controls, allowing irregularities to extend for almost two decades. According to the scholarship, the Counsellors should have exercised greater diligence and supervision. The disapproval of the conducts is very similar to those attributed to the Directors, with the fines being practically identical, evidencing the shared responsibility for the management of fraud.

B3 also highlighted the lack of action of the Board members regarding the audit and internal control mechanisms of the Company, reiterating that they failed to take appropriate measures to prevent accounting fraud. The fines imposed on the board members and members of the audit committee were between R$ 263.399,33 and R$ 395.099,00. The members of the audit committee suffered the largest fines because they were unable to demonstrate the effective performance of the body.

At the beginning of September, the Company Institute filed a request for the Company's definitive exclusion from the Novo Mercado segment at B3. If accepted, the retailer's compulsory exit will occur through the Public Stock Acquisition Offer (OPA). The proposed OPA aims to benefit minority shareholders, who have suffered losses of up to 75% in the value of the shares in just one day in January 2023, when the fraud was revealed. The Institute expects B3 to set the deadline for the disclosure of the OPA's mandatory exit notice.

“B3's decision, of November 2023, was a suspension. By its very nature, it must evolve to the lifting of sanctions or, then, to its aggravation. It is not possible to maintain a provisional state in a permanent”, says Silva.

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