A survey of more than 8,000 consumers worldwide indicates that customers tend to continue to have high expectations regarding engagement, business values and brand reliability. The scenario, presented by the third edition of the State of the Connected Customer based on responses from people in 16 countries, it also raises the point that issues such as ethical reputation and social responsibility are gaining increasing importance.
According to the report, just over 70% of respondents are placing more importance on reliability than a year ago, while 54% say it is more difficult for a company to earn their trust today. The study was also concerned with accounting for whether the opposite effect has occurred, that is, whether consumers have stopped buying branded products due to lack of confidence, and 65% stated that yes.
A brand's ethical reputation also depends on how well it knows its consumer.
“Brands need to position themselves differently, they have to show that they are doing their part and that they share the same anxieties and concerns [of the public], that they really know their consumer. For this, it is necessary to clearly define its identity and strengthen it in the construction of an image with meaning incorporated into the company's vision and values", explains Renato Vincoletto, CCO of Alliance Comunicação.
Another data from State of the Connected Customer attests that 80% of the consulted consumers are faithful to ethical companies and 68% do not buy from institutions that have a tarnished image.
“A new era is being born, as a moment that demands courage from brands to review some paradigms, question hierarchies, broaden horizons and reassess their relationships in a movement towards the future”, completes Renato Vincoletto.
At the end of last year, Facebook published that, as of March 4, 2020, a new policy on Messenger will come into force, with the aim of strengthening the relationship between companies and customers. The new standard should also optimize the user experience (customer or potential customer), as spam and other types of negligence will be prevented.
During the announcement, the platform also pointed out that people are currently demanding faster responses from brands, thus placing their changes as a solution to this demand: “We know that people expect companies to respond quickly, and those that respond more quickly to user messages see better business results.”
Check out the changes to Facebook Messenger, as officially announced by the platform:
Default messages: businesses will have up to 24 hours to respond to a user, and messages sent within the 24 hour window may contain promotional content.
Message tags: companies will be able to send important and personally relevant updates to users outside the standard 24-hour message window. Also, the number of tags will be reduced from 17 to 4. They are: Confirmed event update; post purchase update, account update or human agent;
Subscription Messages: only pages registered with the NPI (Facebook News Page Index) will be able to send non-promotional subscription messages. With this, the platform recommends that relevant pages immediately submit a request to register in the News Page Index, in order to allow sufficient time for review and approval before the new policies take effect.
Sponsored Messages: Sponsored messages allow companies to send promotional content outside the standard message window. Sponsored messages are subject to ad integrity controls and auction dynamics, which work to protect the user experience and ensure that the volume of promotional messages is consistent with user expectations.
Changes to Facebook Messenger do not impose on the user
In addition to encouraging companies to communicate, Facebook also thought of a way to avoid harming the relationship between brands and users who do not wish to receive notifications, as this will be optional. Thus, the company will use a much more modern marketing resource, which respects the wishes of its customers.
Currently, experience and interactivity are essential points in companies' digital marketing strategies. More than communicating correctly, it is necessary to learn how to relate to the public, encouraging the multiplication of the message you want to convey.
That's because, the information age has changed the way people communicate. Brands attentive to the new market demand have behaved like people, in an accessible, kind, but also vulnerable way, becoming an integral part of the consumer's lifestyle. To create this relationship, a lot of dialogue is needed, and content plays a fundamental role in this dynamic between brand and consumer.
This approach is intended to create, select, distribute and amplify through interesting, relevant and useful messages for a strategically defined audience. In addition, another detail that makes all the difference when communicating is loading the content with the brand identity, creating narratives – storytellings – that connect.
To get an idea of the importance of content marketing, according to data from Content Trends, 73% of Brazilian companies already adopt this methodology in their customer acquisition strategy and 61.8% of those that do not yet use it intend to adopt it soon.
Content strategy planning
Definition of Personas
The concept of persona is totally different from target audience. While the target audience is based on a description of a demographic group you're looking to target, the persona is a description of your ideal customer. The idea is to identify common traits among them that should be repeated in future customers.
Contents
The goal is to create interesting content that will make the reader (prospect or customer) return to your site often and become familiar with your brand. Some examples of content that can be produced are blog posts, articles, materials, videos, video lessons, rich content, podcasts, ebooks, whitepapers, infographics, webinars, testimonials and customer cases.
Channels
One of the most important points is choosing which customer acquisition channels to invest in. That is, where you will distribute your content. The main acquisition channels that currently exist are blogs, ads, social networks, email, sponsored posts, among other resources.
Content marketing combined with SEO brings long-term results
One of the tools used in this strategy is the production of informative content using SEO (Search Engine Optimization) techniques, which help the site rank in search engines such as Google. That is, a text not focused on selling services, but on answering questions or giving tips, thus transmitting messages of value to both loyal customers and potential customers and, consequently, winning them over.
The result time of an efficient SEO varies from company to company, given that factors such as location, whether it is a local business or not, market in which it operates, choice of keywords, content size and format, review, scanability and optimization for search engines influence the period of results.
However, it is also worth mentioning that the tool works cumulatively, that is, the six-month ranking will be much weaker compared to that of a page that has been online for a year. For this, some internal cases were selected to demonstrate how this strategy works organically over time.
Cases Alliance Communication
In the first case, it is a laundry specialized in cleaning industrial uniforms in the state of São Paulo. In the graph, it is possible to check the increasing number of times that a company page appeared on Google for a person between the months of February and November 2019, thus reaching the gross result of 38.7 thousand impressions and almost 1,300 organic hits.
The second image accounts for a total of 102,000 impressions in a year and almost four thousand hits. In this case, it is a group specialized in the management of industrial waste and environmental studies services in the Rio-São Paulo axis.
An interesting parallel to make is with this other company that operates in the same waste market, with the difference of focusing its services on the region of Belo Horizonte (MG) and having been generating content with SEO for three years. Tempo guaranteed more than half a million total impressions, a result five and a half times greater than the previous case. Totaling more than 31,000 organic hits.
Finally, in this case there are a total of 2.02 million page impressions, totaling more than 115 thousand accesses to the website of this company that has been investing in content marketing for six years. The company is an e-commerce company in São Paulo specialized in selling oranges with the concept farm to table.
According to SEO Trends, one of the largest sources of data on the subject, companies that invest in the strategy and conquer a space on the first page of Google get 13 times more visitors and five times more customers compared to those that do not use SEO.
More benefits of Content Marketing
Increases your website traffic;
Generates brand awareness;
Increases engagement with the brand;
Educates the market;
Gain authority on the subject;
Influences the purchase decision;
Generate sales;
Boosts lead generation;
Increases lifetime value (LTV);
Increases customer engagement;
Reduces Customer Acquisition Cost (CAC).
Although this strategy can bring very good results for the company, it is worth mentioning that the text is directed to people who have critical opinions and not to a search engine. Therefore, do your best to reconcile a good user experience with Google ranking, always prioritizing the reader who will consume the content.
This mode enables people with epilepsy to use the website safely by eliminating the risk of seizures that result from flashing or blinking animations and risky color combinations.
Visually Impaired Mode
Improves website's visuals
This mode adjusts the website for the convenience of users with visual impairments such as Degrading Eyesight, Tunnel Vision, Cataract, Glaucoma, and others.
Cognitive Disability Mode
Helps to focus on specific content
This mode provides different assistive options to help users with cognitive impairments such as Dyslexia, Autism, CVA, and others, to focus on the essential elements of the website more easily.
ADHD Friendly Mode
Reduces distractions and improve focus
This mode helps users with ADHD and Neurodevelopmental disorders to read, browse, and focus on the main website elements more easily while significantly reducing distractions.
Blindness Mode
Allows using the site with your screen-reader
This mode configures the website to be compatible with screen-readers such as JAWS, NVDA, VoiceOver, and TalkBack. A screen-reader is software for blind users that is installed on a computer and smartphone, and websites must be compatible with it.
Dicionário online
Experiência legível
Content Scaling
Predefinição
Text Magnifier
Readable Font
Dyslexia Friendly
Highlight Titles
Highlight Links
Font Sizing
Predefinição
Altura da linha
Predefinição
Letter Spacing
Predefinição
Left Aligned
Center Aligned
Right Aligned
Experiência visualmente agradável
Dark Contrast
Light Contrast
Monochrome
High Contrast
High Saturation
Low Saturation
Adjust Text Colors
Adjust Title Colors
Adjust Background Colors
Orientação fácil
Mute Sounds
Hide Images
Virtual Keyboard
Reading Guide
Stop Animations
Reading Mask
Highlight Hover
Highlight Focus
Big Dark Cursor
Big Light Cursor
Navigation Keys
Accessibility Statement
alliancecomunicacao.com.br
November 17, 2024
compliance status
We firmly believe that the internet should be available and accessible to anyone, and are committed to providing a website that is accessible to the widest possible audience, regardless of circumstance and ability.
To fulfill this, we aim to adhere as strictly as possible to the World Wide Web Consortium's (W3C) Web Content Accessibility Guidelines 2.1 (WCAG 2.1) at the AA level. These guidelines explain how to make web content accessible to people with a wide array of disabilities. Complying with those guidelines helps us ensure that the website is accessible to all people: blind people, people with motor impairments, visual impairment, cognitive disabilities, and more.
This website utilizes various technologies that are meant to make it as accessible as possible at all times. We utilize an accessibility interface that allows persons with specific disabilities to adjust the website's UI (user interface) and design it to their personal needs.
Additionally, the website utilizes an AI-based application that runs in the background and optimizes its accessibility level constantly. This application remediates the website's HTML, adapts Its functionality and behavior for screen-readers used by the blind users, and for keyboard functions used by individuals with motor impairments.
If you've found a malfunction or have ideas for improvement, we'll be happy to hear from you. You can reach out to the website's operators by using the following email
Screen reader and keyboard navigation
Our website implements the ARIA attributes (Accessible Rich Various Internet Applications) technique, alongside different behavioral changes, to ensure blind users visiting with screen-readers are able to read, comprehend, and enjoy the website's functions. As soon as a user with a screen-reader enters your site, they immediately receive a prompt to enter the Screen-Reader Profile so they can browse and operate your site effectively. Here's how our website covers some of the most important screen-reader requirements, alongside console screenshots of code examples:
Screen reader optimization: we run a background process that learns the website's components from top to bottom, to ensure ongoing compliance even when updating the website. In this process, we provide screen-readers with meaningful data using the ARIA set of attributes. For example, we provide accurate form labels; descriptions for actionable icons (social media icons, search icons, cart icons, etc.); validation guidance for form inputs; element roles such as buttons, menus, modal dialogs (popups), and others. Additionally, the background process scans all of the website's images and provides an accurate and meaningful image-object-recognition-based description as an ALT (alternate text) tag for images that are not described. It will also extract texts that are embedded within the image, using an OCR (optical character recognition) technology. To turn on screen-reader adjustments at any time, users need only to press the Alt+1 keyboard combination. Screen-reader users also get automatic announcements to turn the Screen-reader mode on as soon as they enter the website.
These adjustments are compatible with all popular screen readers, including JAWS and NVDA.
Keyboard navigation optimization: The background process also adjusts the website's HTML, and adds various behaviors using JavaScript code to make the website operable by the keyboard. This includes the ability to navigate the website using the Tab and Shift+Tab keys, operate dropdowns with the arrow keys, close them with Esc, trigger buttons and links using the Enter key, navigate between radio and checkbox elements using the arrow keys, and fill them in with the Spacebar or Enter key. Additionally, keyboard users will find quick-navigation and content-skip menus, available at any time by clicking Alt+1, or as the first elements of the site while navigating with the keyboard. The background process also handles triggered popups by moving the keyboard focus towards them as soon as they appear, and not allowing the focus to drift outside of it.
Users can also use shortcuts such as “M” (menus), “H” (headings), “F” (forms), “B” (buttons), and “G” (graphics) to jump to specific elements.
Disability profiles supported in our website
Epilepsy Safe Mode: this profile enables people with epilepsy to use the website safely by eliminating the risk of seizures that result from flashing or blinking animations and risky color combinations.
Visually Impaired Mode: this mode adjusts the website for the convenience of users with visual impairments such as Degrading Eyesight, Tunnel Vision, Cataract, Glaucoma, and others.
Cognitive Disability Mode: this mode provides different assistive options to help users with cognitive impairments such as Dyslexia, Autism, CVA, and others, to focus on the essential elements of the website more easily.
ADHD Friendly Mode: this mode helps users with ADHD and Neurodevelopmental disorders to read, browse, and focus on the main website elements more easily while significantly reducing distractions.
Blindness Mode: this mode configures the website to be compatible with screen-readers such as JAWS, NVDA, VoiceOver, and TalkBack. A screen-reader is software for blind users that is installed on a computer and smartphone, and websites must be compatible with it.
Keyboard Navigation Profile (Engine-Impaired): this profile enables motor-impaired persons to operate the website using the keyboard Tab, Shift+Tab, and the Enter keys. Users can also use shortcuts such as “M” (menus), “H” (headings), “F” (forms), “B” (buttons), and “G” (graphics) to jump to specific elements.
Additional UI, design, and readability adjustments
Font adjustments – users, can increase and decrease its size, change its family (type), adjust the spacing, alignment, line height, and more.
Color adjustments – users can select various color contrast profiles such as light, dark, inverted, and monochrome. Additionally, users can swap color schemes of titles, texts, and backgrounds, with over 7 different coloring options.
Animations – epileptic users can stop all running animations with the click of a button. Animations controlled by the interface include videos, GIFs, and CSS flashing transitions.
Content highlighting – users can choose to emphasize important elements such as links and titles. They can also choose to highlight focused or hovered elements only.
Audio muting – users with hearing devices may experience headaches or other issues due to automatic audio playing. This option lets users mute the entire website instantly.
Cognitive disorders – we use a search engine that is linked to Wikipedia and Wiktionary, allowing people with cognitive disorders to decipher meanings of phrases, initials, slang, and others.
Additional functions – we provide users the option to change cursor color and size, use a printing mode, enable a virtual keyboard, and many other functions.
Browser and assistive technology compatibility
We aim to support the widest array of browsers and assistive technologies as possible, so our users can choose the best fitting tools for them, with as few limitations as possible. Therefore, we have worked very hard to be able to support all major systems that comprise over 95% of the user market share including Google Chrome, Mozilla Firefox, Apple Safari, Opera and Microsoft Edge, JAWS and NVDA (screen readers), both for Windows and for MAC users.
Notes, comments, and feedback
Despite our very best efforts to allow anybody to adjust the website to their needs, there may still be pages or sections that are not fully accessible, are in the process of becoming accessible, or are lacking an adequate technological solution to make them accessible. Still, we are continuously improving our accessibility, adding, updating and improving its options and features, and developing and adopting new technologies. All this is meant to reach the optimal level of accessibility, following technological advances. For any assistance, please reach out to
