Raporo yo Kwamamaza 2025 , yakozwe na Kantar, ikusanya inzira nyamukuru yo kwamamaza muri uyu mwaka kandi yerekana ubushishozi inkingi zigomba kubahirizwa n’ibirango n’inzobere zishaka kwishora mu baguzi b'iki gihe. Gusoma ibirimo byerekana ko kuramba, gutambuka neza, hamwe nubwenge bwimbaraga zitanga umusaruro aribimwe mubintu bishya biboneka muri iri sesengura ryamakuru yimyitwarire na attitudinal mugihe cyaranzwe nimpinduka zishingiye ku mibereho, demokarasi, amategeko, n’amategeko, hamwe n’iterambere ry’ikoranabuhanga rikabije - kuvuga make. Ariko, ku kibazo cyo guhindura imyaka niho dushaka kwibandaho, dusesenguye uburyo uru rufunguzo rwo gusobanukirwa rushobora gukoreshwa mugusobanura buri cyerekezo 10.
Guhitamo gusesengura uburyo buri cyerekezo gishobora gukoreshwa mubucuti n’umuguzi ukuze - duhereye ku kugendera ku ntera y’ubukungu bwa silver - iyobowe nubuhanga bwa MV Marketing , ikigo cya mbere cya digitale kabuhariwe mubantu 50+. Mubyatubayeho, kandi urebye uko imyaka igenda ihinduka muri Berezile, ukwirengagiza iki gice ni ukwirengagiza amahirwe yo kuba ku isoko ryinjije tiriyari 15 ku isi yose muri 2020, nk'uko Raporo yo Kuramba yatanzwe na Dom Cabral Foundation (FDC) ibigaragaza . Hasi, turasesengura uburyo buri cyerekezo gikorana nisoko rya feza tunasobanura uburyo ikigo gikemura ibisubizo kubakiriya bacu.
Inzira # 1 | Umutekano ku isonga hamwe na AI ikora
Hamwe no kuzamuka kwubwenge butanga umusaruro, umutekano nakamaro kamakuru yamahugurwa aba ingenzi. MV Marketing ihugura AI yikigo ishingiye kuramba - Kurandura imyumvire no kubaka inkuru zirimo abantu 50+. Aya mahugurwa atuma habaho imikoranire yiyubashye kandi yukuri, kurwanya kubogama kwimyaka bikiri mubitumanaho.
Inzira # 2 | Kuramba nkingingo nkuru
Ku bwa Kantar, 87% by'Abanyaburezili bifuza kubaho mu buryo burambye, naho 56% by'abaguzi banga amasosiyete atiyemeje iki kibazo. Kuramba bimaze gutanga miliyoni 1.1 z'amadorali mu gaciro k’ibicuruzwa 100 binini ku isi, ariko ibigo byinshi biracyakeneye ko ibikorwa byabyo bireba abakiriya. Demokarasi ya 50+ yishora cyane muriyi mpamvu kandi ishakisha ibirango bisangiye indangagaciro. MV ishimangira akamaro k'ibikorwa byukuri birambye - kandi ishyigikira abakiriya mugutezimbere kugirango batange ikizere kandi bahuze, cyane cyane kubakoresha bakuze.
Inzira # 3 | Kwinjizamo nkibyingenzi gukura
Kantar agaragaza ko kwishyira hamwe bizakenerwa mu kuzamura ibicuruzwa mu 2025. Muri Burezili, 76% by'abaturage bemeza ko amasosiyete afite inshingano zo kurushaho guteza imbere sosiyete, igipimo kiri hejuru y'ikigereranyo cy'isi. Nubwo bimeze gurtyo, ibirango byinshi biracyasuzugura ingaruka zo kubishyiramo. Kudashora imari mumiryango itandukanye bitera igihombo gishobora kuba miliyoni 1.9 z'amadolari y'Amerika mu kugura imbaraga. Porogaramu yo Kuramba Kuramba, ikorwa na MV, iyobora ibirango guhagararira abumva mu buryo bwikora, bigenzura ubwigenge bwabo ningaruka zabo.
Kwinjiza imyaka itandukanye mubikorwa bikubiyemo ni amahirwe yo gutandukanya n'ingaruka. Mugihe cya 2025, ibirango bikurikirana ibisekuruza byose, cyane cyane 50+ byabaturage, bizaba bihagaze neza kugirango bikure mwisi ishaje vuba. Kwinjizamo ntabwo ari inshingano zimibereho gusa, ahubwo ni inzira yibikorwa bifatika nibisubizo bihamye.
Inzira # 4 | Ibindi byukuri kandi bifatika
Na none, turavuga ukuri. Kwamamaza imbuga nkoranyambaga zigamije abantu 50+ bisaba guhagararirwa, akamaro, nukuri. MV yibanze kubutumwa bwabantu, amashusho meza, ninkuru nyazo kugirango abantu bashishikare. Mu kubaka umubano ushingiye ku kwizerana no kwishyira mu mwanya w'abandi, dufasha ibirango kwigaragaza mubidukikije bigenda birushanwe.
Inzira # 5 | Ikibazo cyo gutinda kw'abaturage
Ubwiyongere bw'abaturage bugenda buhoro - kandi biteganijwe ko bizagabanuka mu mpera z'ikinyejana - ibicuruzwa bizahura n'ikibazo kitigeze kibaho: kubona isoko rinini ku isi hamwe n'abaguzi bake. Nyuma yo gushyingirwa, ingo nto, no guhindura uburyo bwo gukoresha hagati yabantu bakuze bituma ibintu birushaho kuba ingorabahizi, bisaba ingamba zo guhanga udushya. Ni muri urwo rwego, demokarasi ya 50+ iba ngombwa kubirango byifuza gukomeza kuba ingirakamaro. MV itanga ubushishozi kumwirondoro nimyitwarire yuku gukura gushya, ifasha ibirango gukora ibicuruzwa na serivisi bihuye nibikenewe muriki gice.
Inzira # 6 | Igihe cyimiterere ya videwo
Imikoreshereze ya videwo iratandukanye ku mbuga nka televiziyo isakaza amajwi, itumanaho , na serivisi zishyigikirwa. MV Kwamamaza byunganira uburyo bwihariye kubantu bakuze bakuze, hamwe n'ubutumwa busobanutse kandi bwabantu, amashusho aboneka, hamwe nibisekuruza bigenda bitera imbere.
Inzira # 7 | Imiryango irema nkinshuti zifatika
Imiryango irema ni ikiraro gikomeye gihuza ibirango kubakoresha. Mubice nka siporo, ubwiza, cyangwa kuramba, aba baremye bubaka ikizere kandi bongera ibitekerezo byabumva kubirango. Kugeza 2025, intsinzi izaterwa no guhuza ibyaremye hamwe ningamba zamasosiyete, byemeza ko bigerwaho muburyo butandukanye. MV ivuga ko ibigo bigomba guhindura uburyo bwo kwishora hamwe nabakora ibintu, cyane cyane abahagarariye ibisekuru bikuze. Aho gushyira ubutumwa bwabo, ibirango bigomba kwigira kubaremye, bakamenya ko bahagarariye abaturage babo. Iyi sano igomba gufatanya, gutanga inkunga kubayiremye no guha agaciro amajwi yabo nubunararibonye. Kubashyigikira bisobanura gutanga umusanzu mugushimangira inkuru zabo mugihe icyarimwe wigira kubushishozi bwabo kubakuze bakuze. Abashizeho iki gisekuru bazana gusobanukirwa kwingirakamaro kubikenewe, ibyifuzo, nindangagaciro za bagenzi babo, babagira inshuti zifatika mukubaka umubano nyawo no gushimangira ikizere.
Ihinduka mubitekerezo rihindura abarema mubafatanyabikorwa bafite agaciro, byongera ingaruka nukuri kwukwamamaza. Gushora imari muri ubwo bufatanye ni ngombwa ku bicuruzwa bifuza gutera imbere birambye, kubaha no kwishora mu miryango itandukanye.
Inzira # 8 | Guhanga udushya nkumushoferi witerambere
Guhanga udushya dukeneye guhuza ibisekuru bitandukanye. Ibintu bigenewe abumva bakuze akenshi bigirira akamaro imyaka yose. Kubirango byashyizweho byugarije imbogamizi ziterambere, guhanga udushya bizaba urufunguzo rwo gufungura amahirwe mashya mumwaka wa 2025. Abashakashatsi ahantu hashya barashobora kwikuba kabiri amahirwe yo gukura, cyane cyane iyo bongeye gutekereza kubyo batanze no kumenya inzira zinjira. MV Icyerekezo nuko guhanga udushya bigomba gutangirana no guteza imbere ibicuruzwa bihuza ibisekuru bitandukanye. Ibintu byateguwe byumwihariko kubantu bakuze birashobora kandi kugirira akamaro imyaka yose, bigashiraho ibisubizo rusange. Urugero rwiza ni microwave, yabanje gukorwa kugirango itange umutekano kubasaza kandi, igihe, yabaye ingirakamaro mumazu y'ibisekuruza byose. Ubu bwoko bwuburyo bwuzuye burimo akamaro kandi bwagura isoko rishobora kuba.
Amashusho y'ibisekuru n'ibirimo nabyo bigira uruhare runini mu itumanaho. Ubukangurambaga buhuza ibisekuru bitandukanye bigira ingaruka zikomeye, bishimangira ko bidakenewe gutandukanya abumva 50+ mumatsinda yihariye. Ibinyuranye na byo, kwinjiza abumva mu nkuru zagutse biteza imbere guhuza bifatika kandi bigashimangira imyumvire. Igenamigambi rya MV Kwamamaza ritanga isuzuma rirambuye ku isoko n’abakurikirana intego, ryemerera ubushishozi ku bicuruzwa, gusobanura intego zisobanutse, hamwe n’ingamba zihamye. Iyi nzira yingirakamaro ireba impinduka zihoraho kumasoko no mubucuruzi, byemeza ko ibicuruzwa byiteguye guhanga udushya no gutera imbere. Kugeza 2025, ibigo byinjiza udushya twibisekuru mubicuruzwa byabo ningamba bizaba ku isonga ryisoko riha agaciro kwishyira hamwe, guhanga, hamwe nibisubizo rusange.
Inzira # 9 | Intego Nzima
Live streaming ikomeje kwigaragaza nkigikoresho gikomeye cyo gusezerana no kugurisha. Kugeza 2025, ubucuruzi bwa Live busezeranya kuzagira uruhare runini cyane cyane kubintu byihuta. Nyamara, imirenge yose irashobora kungukirwa no guhuza ubu buryo kubiranga hamwe nababumva. Ubunararibonye bwitsinda rya MV ryamamaza - ryubatswe binyuze mu gusesengura amakuru no gukora ubukangurambaga bwa digitale mu myaka yashize - byerekana ko, usibye ukuri, guhagararirwa, no kwemeza abahanga, ni ngombwa ko ibirango bikangura ibikenewe rimwe na rimwe bitamenyeshwa nabakuze bakuze. Urugero rwibi ni uguhuza ingo kugirango biteze imbere umutekano, ihumure, no guhuza - ibikenerwa akenshi bitagaragara kugeza igihe habaye ikintu, nko kugwa cyangwa kwigunga.
Kugabana konti zidasanzwe zukuri no guhuza izi nkuru namakuru yimibare nuburyo bwiza bwo gukangura ibyo bikenewe. Imiyoboro ya Live irashobora kuba umuyoboro mwiza wo gusangira amakuru yingirakamaro no kwerekana ibisubizo byujuje ibi bisabwa, gushiraho amarangamutima no gutera inkunga ibikorwa bifatika. Mugushyiramo izi ngamba, ibirango birashobora gukoresha umurongo wa Live ntabwo ari igikoresho cyo kugurisha gusa ahubwo ni urubuga rwo kubaka ikizere, kwigisha, no kubyara imikoranire nabantu 50+. Mugihe cya 2025, ibigo bisuzuma iyi format hamwe nukuri kandi bifatika bizaba byiza bihagaze neza kugirango bikure kandi bigire ingaruka nziza kubakoresha.
Inzira # 10 | Iterambere ryibicuruzwa byitangazamakuru
Imiyoboro y'itangazamakuru icuruza (RMNs) ihindura uburyo ibirango n'abaguzi bakorana. Hamwe niyamamaza ryihariye kandi ryihariye kurubuga rwabacuruzi, porogaramu, itangazamakuru ryabafatanyabikorwa bo hanze, hamwe bwerekana ububiko , butuma ubukangurambaga bwuzuye kandi bunoze. Mugukorana nabacuruzi no gukoresha amakuru yishyaka ryambere, abamamaza ibicuruzwa barashobora gukoresha neza amafaranga no kongera imikorere yubukangurambaga bwabo, bakagera kubantu benshi babireba. Kwamamaza MV , twumva ko kwimenyekanisha aribwo buryo bwiza bwo kuvugana nabaguzi bafite imyaka 50+. Ariko, kugirango ugere kuriyi ntego, ni ngombwa kubanza kurwanya imyaka ishyira abumva bakuze mubantu benshi. Isoko rya Berezile - cyane cyane mubaguzi bafite imyaka 50 nayirenga - ryerekana ubudasa bukunze gusuzugurwa. Kugirango ugaragare ku isoko rya feza, ni ngombwa kumenya no kwakira ubwinshi mubwinshi.
Hamwe nubu buryo butunganijwe, dufasha ibirango gushakisha ubushobozi bwuzuye bwa MNRs (Isoko rya Multi-Natural Reference Markets), dushiraho ubukangurambaga bwiza bwumvikanisha imyirondoro itandukanye ya demokarasi ikuze ya Berezile. Kugeza 2025, ibirango biha agaciro kandi bigahuza ubwo butandukanye bizaba byiteguye neza kuyobora no kugira ingaruka nziza ku isoko.
Camilla Alves | Umwe mu bashinze MV Marketing, yatangiye gukora mu bukungu bwa silver kuva mu mwaka wa 2018. Inzobere mu kwamamaza hakoreshejwe ikoranabuhanga no gusesengura amakuru - afite uburambe bw’imyaka irenga 10 -, Camilla afite impamyabumenyi ihanitse mu bijyanye n’ubucuruzi n’impamyabumenyi ihanitse mu bijyanye na Marketing-Driven Marketing, inzobere mu bumenyi bwa Data, yakuye mu ishuri rya Nova rishinzwe gucunga amakuru (Nova IMS) muri kaminuza ya Nova ya Lisbonne, Porutugali. Yatangiye umwuga we mu buyobozi nyuma yimukira mu bucuruzi bwa digitale muri Endeavour Burezili.
Bete Marin | Umwe mu bashinze MV Marketing, yabaye rwiyemezamirimo mu bukungu bwa Silver kuva mu 2015. Inzobere mu igenamigambi, itumanaho rihuriweho, ndetse n’ibikorwa, afite uburambe bwimyaka 30. Bete afite impamyabumenyi muri Marketing, impamyabumenyi y'icyiciro cya kabiri cya Gerontologiya (Albert Einstein Institute); impamyabumenyi y'icyiciro cya kabiri cya kaminuza mu itumanaho (ESPM); na MBA mu Kwamamaza kuva Fundação Getulio Vargas (FGV). Yatangiye umwuga we mu masosiyete manini kandi ashimangira iterambere rye mu mwuga i Gerdau, aho yari ashinzwe kumenyekanisha ibicuruzwa no kwamamaza muri Berezile.
