Last week, we communicated to our clients and employees our temporary move from the agency to work from home office.
More than respect for the people we live with every day, we have a commitment to society and the world.
Unfortunately, it's moments like this that show us the right path.
Part of this is our human-centric essence and our efforts to enable us to connect anywhere in the world.
We will certainly come out of this humanitarian crisis stronger. We will need everyone's cooperation and commitment to understand the new paths and challenges to be followed. More than ever, we need to learn, unlearn and relearn the work model we know today.
We will be connected through traditional communication channels, available for calls and video conferences. We follow our routine physically separated, however, connected!
A study released by Kantar indicates that, for people, 61% brands should offer more respect to women, as well as listen and act on their, respective, opinions. Another number obtained from the interview of 2,000 people, including men and women, points out that 62% of the participants would like to see themselves represented in everyday situations, thus indicating that communication with the public still needs improvement, while 48% of the men interviewed, less than half, believe in this need.
Regarding the segments that most promote gender equality, 60% of the respondents said that the areas of beauty and fashion are the ones that most fulfill this role. On the other hand, the sectors linked to beer and automobiles need to make progress in this regard, since less than 45% of respondents consider that they are portraying men and women equally. Additionally, 46% of respondents miss the diversity of women in communication.
More respect for women: gender equality is among the UN Sustainable Development Goals
Between the Sustainable Development Goals of the United Nations (UN) is gender equality, which means not only more respect for women, as well as an end to all forms of discrimination and violence against girls and women in the world, but also the need for their empowerment, to ensure that all people have peace and prosperity.
Finally, it is also worth mentioning that the other items of the objectives are: poverty eradication; zero hunger and sustainable agriculture; health and wellness; quality education; clean water and sanitation; clean and affordable energy; decent work and economic growth; industry, innovation and infrastructure; reduction of inequalities; sustainable cities and communities; responsible consumption and production; action against global climate change; life in water; terrestrial life; peace, justice and impeccable institutions; partnerships and means of implementation.
Unlike some areas that take years and years to consolidate trends, digital marketing is one of those areas where you must always be aware of technological innovations. Otherwise, brands are easily left behind and become less competitive. That's why we've listed some of the media and platforms your brand should pay more attention to in 2020, to follow Digital Marketing trends.
Currently being one of the social networks with the highest retention in Brazil, Instagram is a platform that has a very interesting proposal for approaching the public, thus having great potential to attract new customers and pass on the brand's values through content on a daily basis. In addition, Google Ads and other resources are expected to migrate to Instagram advertising, thus leaving the platform's terrain even more fertile for content marketing.
More real social networks
Until a few years ago, it was very common for brands to be concerned with building millimetrically impeccable feeds. However, what agencies have observed is that the public interacts better with publications that are closer to ordinary people, that is, without corporatism or the use of super elaborate layouts. Thus, a trend that can be observed in this year of Digital Marketing is the growth of posts with relaxed content in real time, thus resulting in greater public identification with the brand.
More interaction on your social networks
Taking advantage of this hook of strengthening the relationship with the public, also use social media publications to invite your followers to comment, so the brand can be more successful on social media and reach more people in an organic way, that is, without sponsorship Ads. If on Facebook you can make posts to generate comments and the most diverse reactions, on Instagram, encourage people to save your posts.
However, don't forget the Stories, in this tool, users can react to your content, whether it's more relaxed or serious.
whatsapp business
Last week we published an article talking about how to use WhatsApp Business. One of the cited advantages of this media is that it can reach a large number of people, as it is one of the platforms with the most active users in Brazil. Therefore, it is essential to take advantage of this application to list your products or services and communicate directly with customers.
Before starting to invest content on LinkedIn, you need to know whether or not your audience uses the platform. Being more recommended for B2B, corporate and HR professionals, a feature that is worth noting in the coming months is the possibility of live that the platform is developing. Thus, it will be possible to produce dense content in a much more dynamic and efficient way.
Follow Alliance Comunicação on LinkedIn, Click here!
From Google to social networks
Still talking about social networks, in 2020 a feature should arrive that will liven up social media. This is because it is planned to incorporate content generated on social networks into Google results. That is, posts made on platforms such as Facebook and Instagram can reach an audience beyond their respective users and thus enhance the ranking of brands that already have a history of producing content on blogs, for example.
More media for blogs
Blogs are one of the main tools of content marketing. However, in addition to helping the site's organic ranking in the medium and long term, this content tends to gain a new prop, audio text. The resource also has the advantage of democratizing the material, as people who are deaf or have other limitations will have efficient access to what is being discussed.
Podcasts are also among the trends in Digital Marketing
Continuing with the audio subject, it is impossible not to talk about the phenomenon of podcasts. According to a Spotify survey carried out at the end of 2019, consumption of this content model has grown by 21% per month since January 2018.
One of the main advantages of this medium is that it can be consumed by the public during working hours, at the gym or performing another mechanical task. In this way, the podcast can capture other groups and, consequently, gain new customers who share their ideas.
data protection
The General Data Protection Law should come into force this year. With that in mind, this is a key moment to talk to customers about the use of their data. The idea is for companies to transparently inform their customers about what will be done with the information provided and leave the unsubscribe option always open.
2020 Olympics in Japan
Nowadays, in addition to being a big event, sporting events are the time to see different ideas in action. With that, it's pretty cool that brands keep an eye on the trends of the Olympics in Japan, which should launch trends in digital arts, automation and everything else that can be used as a digital marketing strategy.
This Wednesday (12), WhatsApp announced that it reached the mark of 2 billion users worldwide. However, the platform's high volume of membership is not just an international phenomenon. In 2018, the Folha de S.Paulo released a number indicating that Brazil had at least 120 million active users. Based on this reality, which has changed the way of communicating in recent years, many companies have seen the application as an opportunity to better communicate with the public. Although it was launched two years ago in Brazil, many still wonder how to use WhatsApp Business and what are its advantages. Check out our content today and understand.
Just like the conventional version of the application, when opening WhatsApp Business for the first time it will be necessary to inform the mobile number
that you want to use to manage the new profile. With this, the user can easily choose a separate chip, to make the complete separation of the personal account from the professional one.
After that, it is necessary configure the information for this new profile, which includes the name of the business that will appear to customers and the selection of the category it belongs to (automotive, entertainment, beauty, spa and salon, among others). Thus, WhatsApp Business will be ready to be used.
How to use WhatsApp Business? Platform offers more refined functions
When entering the menu Company adjustments, the user can find functions that help even more, such as the possibility of creating a product catalog with description, price and image. Already in the option Hang tags, it is possible to manage the status of each customer, using markers such as “order completed” or “payment pending”.
Another very useful option is generating a short WhatsApp Business URL to place on your website. When clicking on it, the customer is automatically directed to the platform's conversation window, thus not needing to add the company's contact number on the cell phone to then make contact.
More improved response time
As an important customer service tool (SAC), it is essential to respond within a reasonable time, so that the customer does not feel ignored. In this way, the professional profile can standardize a greeting or absence message, which can be sent even outside office hours.
In addition, there is also the option to formulate quick responses, which can be sent through simple shortcuts on the screen. Thus, it is possible to answer in a very practical way the price of a service or inform the opening hours of the establishment, for example.
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.
Placing and maintaining a company in the market and competitively are not easy tasks. Regardless of the size, you should think about the business plan that contains elements such as initial investment, market research, hiring staff, purchasing equipment and marketing planning. In other words, solving countless items to establish itself as an institution.
However, it is also necessary to pay attention to another issue: how to relate and communicate with this market, in addition to the traditional 'word of mouth'? Digital marketing and content marketing are the answer. While the first concept is a set of strategic actions to attract, retain and build customer loyalty through online platforms (websites, blogs, social networks, etc.), to communicate directly and horizontally with the public, as an issuer that transmits and receives feedback, content marketing enters in a complementary way to feed this dialogue in an interesting, relevant and useful way.
Faced with this proposal, many companies adopt and have been adopting these strategies in the contemporary scenario. To give you an idea, a recent survey pointed out that 73% of Brazilian businesses already rely on content marketing for customer acquisition and 61.8% of those that do not use it yet intend to adopt it soon.
Another released balance that dialogues with these data is a study published by Google that estimates that searches on search engines are responsible for 80% of the initial traffic of web browsing. The same survey also points out that, daily, more than 3.5 billion searches are carried out on the platform, which annually results in more than 2 trillion searches, thus making Google a great window for attracting new customers and stakeholders who want to learn about a new product or service provider.
However, it is enough to be a Google user to know that a link positioned after the first page is rarely chosen to click on. And this is precisely where Search Engine Optimization (SEO) comes in, which can be used as a powerful digital marketing strategy.
Briefly, SEO can be defined as a set of techniques applied to written content that will meet search engine algorithms, placing the text link in the top positions on Google in an organic way, that is, without investment in ads and publicity. pay. And, when added to all those brand responsibilities mentioned in the first paragraph, this becomes a task that requires just as much detail.
Why rely on agencies specialized in this digital marketing strategy?
If the entrepreneur's area of expertise is not content production or digital marketing, the application of SEO techniques can become an exhausting task and disconnected from their daily work routine, as it demands another professional investment. In other words, the extra financial resource that could be used to directly benefit the closing of new partnerships and customer service ends up being used to supply the demand of another area.
It is at this point that the choice to outsource the use of this strategy weighs in the balance and takes on an interesting tone. By relying on communication agencies specialized in SEO techniques, the entrepreneur can dedicate himself completely to his clients and be unconcerned with that problem pointed out at the beginning of the article: how to relate and communicate with the market, in addition to the traditional 'word of mouth' mouth'.
Results of companies that have relied on SEO as a digital marketing strategy
One of Alliance Comunicação's clients is the e-commerce Laranjas Online, a company that adopts the concept farm to table, thus taking care of the entire process of production and delivery of fresh oranges. With Alliance for about four years, the company has been investing in content marketing by creating articles that follow the SEO strategy for its blog.
The large volume of production, in addition to other market strategies, resulted in more than half a million Google impressions of Laranjas Online, between June and September 2019 alone. Which means that, in this three-month period, search for a term related to one of the topics posted on Laranjas, 500,000 times one of its links appeared to a user on the search engine, which resulted in around 30,000 organic hits.
The strategy is also interesting for companies that have a more specific niche, such as Inovar Ambiental, which specializes in industrial waste treatment. In one quarter, content marketing combined with other strategies resulted in a total of 136,000 impressions on Google's website and more than 7,000 clicks on the institution's website.
After all, what are the benefits of SEO for my business?
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.
It is a fact that, depending on the company's area of activity, improving ranking on Google is a task that takes time and constant production of content based on search engine algorithms. However, it can be said that the benefits obtained with SEO are extremely important for a context in which digital has a vast influence on society's routine and search tools are used to find professionals who meet certain needs, however specific they may be. be.
Conquering new customers must be strategically thought out and take into account the increased visibility of your business. These elements bring more credibility to your company and, therefore, strengthen the brand in the niche. In this way, it is possible to raise the levels of collection, which means more capital to: improve yourself professionally, increase the remuneration of the employees who are with you on a daily basis, buy new technologies and a more strategic positioning in the face of the competition.
The theme “sustainability” is very recent for our society. The first world conference on the environment was only held in the 1970s, shortly after we received the first images of the Earth – coming from space, after the launch of the mission that took us to the moon -, and we came across what we were doing with she.
Eco 92 was the first time that we actually heard about “sustainable development”. Since then, we have evolved a lot in this respect, although not satisfactorily in its entirety. We discovered that this development involves other practices, such as economic, social and not just environmental – the famous triple bottom line.
People are more aware. They are growing more aware of how and at what cost companies produce. According to a study How to speak Z, 92% of Gen Z youth care about social and environmental causes. Among Millennials – Generation Y – this percentage is 87%.
Given this scenario, with the social, environmental and economic challenges faced by companies today, sustainability management must be a priority in business strategies in any segment. This means that it is not enough just to have initiatives in favor of causes, it is necessary to have sustainability in management, decisions and day-to-day attitudes.
This is where the Sustainability Report comes in. While originally seen as a way to build trust and enhance reputation, it is now truly a strategic tool used to support sustainable decision-making processes, drive organizational development, achieve better performance, engage stakeholders and attract investments.
But what is the Sustainability Report?
Briefly, the report is a document where companies gather information with the aim of measuring and disclosing all the environmental, economic and social impacts that their activities generate. It is the main tool that companies have to present their performance to society.
This report tends to be very favorable to organizations. In addition to contributing to improving the public's image of the brand, it is an important starting point for self-knowledge, helping the company to detect positive and negative points in its management. And it all starts with the development of the Materiality Matrix.
What is the Materiality Matrix?
Materiality is an accounting principle that was adapted by the sustainability area to identify non-financial aspects that are relevant to the company. It consists of the organization's knowledge process of the most relevant subjects for it according to the business strategy and the perception of impacts of the public with whom it relates: the stakeholders.
It is estimated that 80% of a company's market value results from intangible assets such as reputation, image, brand recognition, relationships, customer loyalty, innovation capacity, transparency and corporate governance, brands and patents and policies.
The objective of the materiality analysis is to identify which environmental, social and governance aspects protect and add value to the business. In addition to providing the basis for the reporting process, this study can be an important tool for prioritizing actions and integrating sustainability practices into the companies' strategy and management.
What are the most used indicators and guidelines?
A common question in the corporate environment is which indicator is most suitable for each company. In general, all reporting tools have the main purpose of transparently communicating the actions, commitments and goals adopted. The main difference between them is in the structure, considering that in each one there are rules guided by different organizations, such as: IIRC, GRI, CDP, SASB, ETHOS, IBASE.
Sustainability Report (RS) – Focused on publishing practices and actions related to the main impacts of the company, based on the pillars of the triple bottom line, environmental, social and economic. It also addresses issues that are a priority not only for the company, but also for its stakeholders.
Social Balance (BS) – The main objective is to communicate the practices of a company in the context of Social Responsibility, with a variable structure based on the themes adopted by the company.
Integrated Report (IR) – The main feature is the emphasis on integrating information in a concise way, with a very strategic and future-oriented focus.
Benefits obtained with the issuance of the Sustainability Report
It improves the management of socio-environmental risks by the organization and by society;
Allows better definition of strategies related to sustainability in the economic, social and environmental spheres;
It improves dialogue between the organization and stakeholders, contributing to the generation of common solutions;
Provides greater transparency between the company, partners and society.
Even though the Sustainability Report is not a legal requirement, it is advisable that all companies, regardless of their size, issue it annually. This brings transparency to their activities, as well as underscores their commitment to their consumers and society.
In short, the Report is indeed an important communication and management tool!
To paraphrase Neil Armstrong, the Sustainability Report is a step for the company, but a giant leap for humanity.
The simple habit of accessing the internet to do research, read the news or communicate with other people has become practically organic in the last decade. Who has never 'Googled' quickly to confirm information in a matter of seconds, for example? It turns out that this behavior, which for many is trivial, turns out to be a great challenge for people with limited mobility.
It turns out that, in many cases, the disability is not severe to the point of completely excluding Persons with Disabilities (PwDs) from using the computer. However, in most cases, the programming development of web platforms does not take into account the need to serve blind people, with low vision, significant hearing impairment, difficulty in handling the mouse to access their digital content.
However, an accessible web platform is not restricted to democratic programming in the physical sense, limitations related to memory, attention, reading and linguistics, mathematical comprehension and visual comprehension must also be taken into account. As exemplified by the Electronic Government Accessibility Model (eMAG), a person with dyslexia may not be able to read a page properly because of poor design.
What is eMAG?
The Electronic Government Accessibility Model is a set of recommendations for federal government websites to have the most accessible content possible. The document includes a series of standardizations and follows international standards, since it is an adapted version of the international document Web Content Accessibility Guidelines: Web Content Accessibility Guidelines (WCAG) and serves as a guide for entrepreneurs in private companies.
Given this scenario, following the guiding principle of eMAG in the development and adaptation of digital content — ranging from texts to audiovisuals — welcomes people respecting their respective needs, since assistive technology resources, such as adapted keyboards and screen magnifiers, by themselves they just don't guarantee everyone's access to the content.
What is an accessible website?
An accessible website, according to eMAG, must allow all contents to be accessed by keyboard, offer a hierarchical navigation structure in the header and present content distinguished by blocks. In addition, the fields must also contain some form of differentiation other than just color, so that colorblind users are not harmed.
Furthermore, the platform must also include images with alternative text describing them. The writing resource is equally important for the subtitles that must be present in all videos, as well as the translation into Brazilian Sign Language (Libras). Audio description is another tool that should integrate audio and audiovisual media.
Implementing these possibilities also improves the ranking of your site on Google, since having a site characterized by ease of navigation allows a larger audience — according to the latest survey by the Brazilian Institute of Geography and Statistics (IBGE), there are 45 million PwDs in Brazil — access it, following the same SEO-based boosting templates.
Digital Accessibility Seal
In May 2018, the São Paulo City Hall launched the Digital Accessibility Seal. The idea is to certify private companies to follow the criteria established by national standards. Anchored in the Brazilian Inclusion Law, the seal is awarded to platforms that have at least 95% of eMAG adherence and comply with all items on the checklist for manual analysis of accessibility in portals.
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 18, 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
