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The influence of social networks on the marketing strategies of companies

Have you ever stopped to think about how social networks can influence the marketing strategies of companies?In Brazil, where these platforms dominate the attention of Internet users, this is put even more in check. According to data da Semrush, digital marketing platform specializing in online visibility, digital marketing of the 10 most visited sites by Brazilians in June, 4 are social networks. Secondly, is Youtube, with 3.24 billion monthly visits, fifth, Instagram (576M), sixth, WhatsApp (560M) and eighth, Facebook (428M). It is important to note that these numbers refer only to visits to the sites and do not include accesses by applications.

Second Erich Casagrande, Marketing Leader of the company in Brazil, this involvement in social networks is changing, including the SEO strategy the acronym, which means Search Engine Optimization or Optimization for Search Engines, is basically the set of techniques that aim to optimize a website so that it appears in the first results of search platforms, such as Google or Bing.“At that time, SEO was seen as if it could run alone, focused basically on keywords. Now, with this new scenario, it takes a greater connection with the brand and its content, aligning the concepts on all pages where the company is present, so that there is harmony between traffic generation plans and those of marketing”, he explains.

The sharing of content on Instagram, TikTok, Youtube, X (Twitter) or Facebook is a key part of the strategy of website optimization.This is because these platforms act as a springboard for the construction of the image of a brand, since companies and websites with greater authority achieve better results both by the perception of the user and the search engines. “This fame is built in different ways, either through quality backlinks from other pages, as well as the strength of the brand to the audience of social networks, which is very engaged. In addition, when the content is shared by influencers, there is a greater chance of being seen by more people, increasing the relevance of the company. 

Traffic coming from social networks has also shown an increasing impact on search rankings. “Although social traffic is not a direct ranking factor, it can increase site engagement, reduce bounce rate and increase dwell time. These user signals are interpreted by search algorithms as indicators of quality and relevance,” Casagrande notes. TikTok and Instagram, for example, with their short, viral content format, have the power to drive a large volume of traffic quickly. Popular videos can generate a surge of visits, increasing visibility and potentially ranking in search results.

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

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

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 3% of vulnerabilities pose a significant cybersecurity risk

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 shows 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 of these, only 3% frequently result in significant exposure risks.

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

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

Category VPRVPR Range
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 pose 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, as of June 2, 2024, the study analyzed nearly 240,000 vulnerabilities and found that only 3.1% of them—fewer than 7,500—were rated 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's 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

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.

Como a IA está redefinindo a estratégia de dados corporativa

According to the DE-CIX Annual Report 2023, over 3,100 connected networks circulated approximately 59 exabytes of data, representing a 43% increase compared to the previous year.

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

The phases range from collection, storage, preparation, analysis, and visualization to decision-making. AI impacts all of them. Besides facilitating and improving processes that were once complex and time-consuming, it's capable of filtering and categorizing large volumes of data, identifying those truly relevant to the company's strategic objectives. This initial screening helps focus on information that can generate insights valuable, eliminating noise and irrelevant data.

In storage, AI optimizes the use of systems big dataThis allows data to be stored efficiently and accessed readily. 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 retrieval and utilization.

Data preparation, including cleaning and transformation, is one of the most time-consuming and critical tasks, and AI can help with this. It can automate repetitive processes, detect anomalies, and standardize data, leading to reduced timelines, increased efficiency, and accuracy, as it minimizes the potential for human error.

Data analysis is where AI truly shines. With advanced techniques of machine learningAs empresas podem extrair ... can extract insights and perform predictive analyses based on historical data. These capabilities allow for predicting trends, behaviors, and outcomes with a degree of accuracy that would be impossible to achieve manually. AI facilitates the discovery of hidden patterns and correlations within the data.

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

The benefits of AI are undeniable, however, challenges must be considered. Ethical and privacy concerns arise with the use of personal and sensitive data, demanding strict compliance with regulations like the LGPD. Furthermore, AI implementation can be complex, requiring significant 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.

National meeting of junior entrepreneurship begins this Thursday and will bring together more than 4 thousand young people in Florianopolis

Florianopolis receives, from this Thursday (29), the 31st edition of the National Meeting of Junior Companies (ENEJ), the largest university entrepreneurship event in Brazil Brazil Junior the expectation is to bring together more than four thousand young university students from all regions of the country to discuss entrepreneurship and innovation.

ENEJ 2024 will feature lectures by Gil do Vigoreconomist and participant of Big Brother Brazil 2021, and representatives of the G20, which will address topics related to entrepreneurship and social innovation on a global scale. During the four days of the event, participants will have the opportunity to expand their networks and interact with companies in various stands.

Unprecedented partnership with UDESC 

One of the great news of this edition is the unprecedented partnership with the State University of Santa Catarina (UDESC), which, through ESAG (Higher School of Administration and Management), supports the event for the first time. The university will offer a space dedicated to lectures with prominent names in santa catarina entrepreneurship.

UDESC stands out for its incentive to entrepreneurship, with junior companies such as Inventorio and Esag Junior Consultoria, which together move almost R$ 2 million and represent 30% of the revenue of junior companies in Santa Catarina. FEJESC (Federation of Junior Companies of Santa Catarina) also has a crucial role, bringing together 82 junior companies that contributed R$ 7 million to the economy in 2023.

“As an ESAG student, I am happy to see my institution supporting an event that unites youth, entrepreneurship and innovation.Silicon Island will host for the third time the largest youth entrepreneurship meeting in the world”, highlights Victoria Zaboti, General Coordinator of ENEJ 2024.

Participation at the event

ENEJ 2024 is open to juniors and post-juniors of junior companies, nuclei and federations. In addition to the lectures, the event offers access to various activities and partner stands, with the delivery of exclusive materials and certification of participation.

SERVICE
National Meeting of Junior Companies in FlorianopolisDate: august 29 to September 1, 2024
Schedules: Start 29 Thursday/08, with accreditation from 11h to 17h| Closing 01/09 Sunday, at 20h
Event venue: Luiz Henrique da Silveira Events Center| Rodovia SC-401,Canasvieiras, Florianopolis, SC
More information at: @enejnoinsta

The full schedule is available here

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 full 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 manually entering this data 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

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.”

Influenciadores digitais, Geração Z e a salvação do esporte

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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