Digital accessibility aims that everyone can access websites and use online technologies, making the internet an inclusive place for people with visual, hearing, motor, cognitive impairments or any other difficulty related to its use. But do you know what resources are available for your company's website? Solutions include auxiliary tools so that websites are compatible with assistive devices.
Safe mode for epilepsy: dampens the color and removes blinking, allowing people with epilepsy to use the site safely and eliminates the risk of seizures resulting from flashing lights and flickering screens.
Visually impaired mode: improves the look of the site for components that encompass people with visual impairment, degradation, tunnel vision, cataracts and glaucoma.
Cognitive impairment mode: helps to focus on specific content by dividing the content into essential elements, for easier understanding of the site.
ADHD compatible mode: reduces distraction levels and improves focus. To do so, it creates a visual stimulus similar to a spotlight on the content.
blind mode: Lets you use the site with your screen reader.
All these resources are available on our website and, like us, other companies can also use them on their websites and/or applications, promoting, in fact, an inclusion that brings autonomy to people. But the tools do not stop there, there is a wide range of options for computers, hardware and software, of possible adaptations to be made by those who aim to serve everyone. Among these possibilities are screen magnification and high contrast for people with low vision, mice and keyboards adapted for people with physical disabilities, translators from Portuguese to Libras for deaf people.
Being aware of digital accessibility is also ensuring that your site reaches the maximum potential of users, without distinctions or obstacles. It is worth noting that people with disabilities are the most affected by difficulties in navigating the web, which can sometimes restrict their possibilities. According to the IBGE Demographic Census (2010), more than 23% of the Brazilian population have some type of disability. That is, promoting inclusion is also about fulfilling a social function and putting into practice the values of a company concerned with the democratization of its products or services.
According to the latest edition of the 360º Social Media report (#MS360FAAP), carried out by the Center for Digital Media Innovation at FAAP University Center (NiMD-FAAP), in partnership with Emplifi, the format of Reels is preferred by creators.
The survey found that creators find it easier to produce videos compared to brands. Thus, the algorithm better delivers the format created by the creators.
Meanwhile, brands prefer to use more photos. According to the study, 40.2% of marketing posts are in static image, while Reels follows with 32.1% and the carousel with 25.7%.
When analyzing the percentage of posts by creators, we see an inversion. Reels are the most used, as already mentioned, with 43.2%, followed by the carousel with 29.1% and lastly with the photos, with 27.7%.
It is noteworthy that the study is conducted quarterly. Therefore, all analyzes were carried out based on the first quarter of 2023. Therefore, according to the Meta platform, among the most used hashtags at the beginning of the year are #carnaval, #carnaval2023, #diadamulher and #diadasmulher.
Scenario on Facebook is a drop in interactions with influencers
The report also did an analysis on Facebook, which showed a drop in interactions on influencers' posts in the first quarter of the year. In this way, while in the last third of last year, the average of interactions in paid posts was 938, this year, it dropped to 569.
However, there was a slight improvement in organic content, going from 236 to 247 in this quarter. Thus, according to experts, there is a factor that can explain the event, the decrease in funds for the period.
Running a campaign on LinkedIn usually requires a bigger budget compared to other social media like Instagram and Facebook. In this way, many brands are afraid to explore the platform's resource independently, to reinforce their brand positioning, win customers and, finally, optimize their results. That's why, in today's content, we've created some good organic practices for you who manage LinkedIn pages for companies.
Good LinkedIn pages for companies must have a good “business card”
Before starting or resuming content creation, check your brand page. Are the profile picture and cover image adequate? Do they convey confidence to a potential customer or partner? Answer these questions honestly and take appropriate action. In addition to a visual that values and is in line with your identity, it is also important to pay attention to filling in the fields on the page, so that it is as complete as possible.
Now yes, post regularly!
Just like any other social media, it's important for the company to stay active, posting regularly – once a day or three times a week, for example. Otherwise, it generates the sensation of discontinuing operations or abandonment.
However, in addition to posting regularly, it is important that the company page does so with relevant content.
What is relevant for my company page to post on LinkedIn?
It is very important that the company makes relevant posts for its audience. Otherwise, from the user's point of view, it makes no sense to remain a follower or to become one. Then publish or share articles from company stakeholders or partners.
Disclosure of surveys, trends or announcements about submissions of legal obligations also greatly enrich the content. It is imperative that they come from reliable sources.
Sharing news accompanied by an opinion from a company specialist also contributes to enriching the debate, as it adds technical knowledge, increasing the credibility of the brand with its know-how.
And of course, LinkedIn is a social network, of connections generated by companies formed by human beings, so remember to publish team publications, whether celebrating a goal achieved, a new partnership or a simple breakfast.
Publish and share videos and images
Videos and images, in general, draw more attention from the user. Therefore, avoid as much as possible the exclusivity of the textual format on your page. Explore using well-composed, high-resolution photos and videos that are relevant to your audience.
In the case of images, when there are more than one, they can be compressed into a single PDF and published as a “document”. That way, they look like an Instagram-like carousel, making them much more visually interesting.
It is very important that the company “says” things on LinkedIn, of course. However, it is equally important that she dialogue and interact with her audience, responding to comments, messages, congratulating partners for their achievements, thanking customers for their trust if mentioned.
In addition to demonstrating cordiality, through a legitimate exchange of ideas, it helps with traction and organic performance on the page.
Use relevant hashtags
The practice of adding hashtags contributes to the publication being discovered in an organic way. That is, it allows that, when a user is looking for a subject, product or service, your publication appears as one of the search options.
With that, in addition to using the popular ones – or the ones of the moment – also use the relevant ones for the service that is being publicized and the company provides.
Give preference to personalized communication processes
While automation saves time, it can also be detrimental to brand image. Therefore, avoid the standard messages provided by LinkedIn as much as possible. They are not at all attractive. What's more, by creating a communication channel, in which the person is called by name, you are showing signs of care, and putting into practice the maxim of treating each customer as unique.
Why outsource the management of your company's LinkedIn page to a communication agency?
Depending on the company, LinkedIn page management may require greater flexibility than expected. Therefore, if possible, consider outsourcing the management of the LinkedIn page to a communication agency.
In addition to routinely producing content, she will be able to monitor the results more closely, come up with ideas about publishing that are consistent with her audience, as well as consult for the day she decides to invest in ads on the platform and in a more assertive way, since which has professionals in the field.
Video content is increasingly popular in Brazil. This is what points out a survey carried out by Kantar Ibope Mídia, in which it says that 99.6% of the Brazilian population was reached by messages in the form of video.
Among the devices, television (open or pay) was the audience champion, with 78.7%, while smartphones, tablets and computers were with 21.3%.
Another factor raised in the study is the average national consumption time, which reaches 5h17min per day watching television linearly. Among the capitals, Rio de Janeiro has the highest average time, reaching 6h04min.
Research reveals higher advertising investment in the video format
The high rates indicate a favorable public position towards the format, which should be explored by the advertising market in the coming years.
According to the study, 68% of all advertising investment in 2022 was spent on video, an increase of one percentage point over 2021. However, if you only analyze the 10 most influential brands in the market, the number increases from 71% to 74%.
Online video reaches 31.8% of the Brazilian population in one day
Connectivity is increasing every day and the percentage of reach of an online video in just one day shows this. The study points out that 31.8% of the population is achieved by the daily format. Already in a month, the number of people almost doubles, rising to 61.1%.
In this way, 55% of people are achieved by watching TVs and connected TVs, while 36% through the smartphone.
At least 56% of people would accept advertising on streaming platforms if they were cheaper
The survey also revealed that in Brazil, 56% of people who subscribe to a streaming service would accept advertising on the platforms, if this made subscriptions more affordable. The value is higher than in other countries such as Great Britain (53%), Argentina (48%) and Germany (44%).
It's time to invest in video ads
With the high reach of the format, it is time to invest in video advertising. Therefore, small, medium and large companies should seek to apply the format in their social networks to increasingly leverage the enterprise.
However, it is important to point out that the quality of the product must be good in order to catch the attention of the potential customer and convert him. Therefore, having an efficient team behind the audiovisual production, which performs from capturing to editing and publishing efficiently, can make all the difference in the Return on Investment (ROI).
The annual South by Southwest (SXSW) festival, one of the biggest innovation events in the world, will be face-to-face again in 2023, as its 2020 edition was canceled due to the pandemic and the 2021 and 2022 meetings were completely virtual. The exhibition opened on March 10th and runs until March 19th and is taking place in Austin (Texas), in the United States of America.
Announcements of technological innovations are expected in different areas, such as movies, music and, mainly, business.
Check out 10 historical milestones that have occurred since the first event held:
1987 – The first SXSW was held in March 1987 in Austin (Texas), with the aim of promoting local and regional music;
1994 – The festival expanded to include cinema, adding an independent film competition;
1995 – First interactive conference was added to the festival, exploring themes such as technology, media and culture;
2000 – Goes international, bringing bands and filmmakers from all over the world;
2004 – Twitter was officially launched during SXSW Interactive;
2007 – SXSW released its official mobile app, becoming one of the first events to do so;
2009 - The Twitter panel at SXSW became legendary after CEO Evan Williams interrupted the broadcast to show a video of a dog playing with a stuffed monkey;
2010 – SXSW launched its first startup competition, the SXSW Accelerator, providing an opportunity for startups to present their ideas to investors and potential partners;
2011 - President Barack Obama delivers a speech at SXSW Interactive, becoming the first US president to do so;
2019 – The festival expanded further, including a new science and technology-focused segment, SXSW EDU.
Brazilians are part of the largest international delegation at the event, according to Uol
In this edition, many Brazilians are having the opportunity to participate in the meeting.
Brazil will be represented by around 1,900 people from the corporate and advertising world, in addition to entrepreneurs and experts in the technological, cinematographic and musical world.
The presence of 10 companies from the State of São Paulo at the site was counted. With the help of the Secretariat of Culture and Creative Economy of the State of São Paulo, immersion in the event aims to exchange knowledge between companies in the sector, thus encouraging the generation of new businesses, in addition to attracting investments to the capital of São Paulo.
“Carro Voador” by a company with a national arm is presented for the first time outside Europe!
Among the innovations taken is Eve Air Mobility, a subsidiary of Embraer, which presents a full-size mockup of the cabin of its “flying car”. For the first time the idea is being shown outside Europe.
“Meu Casulo de Drywall” is the only Brazilian film at SXSW, in 2023
Written and directed by Caroline Fioratti, “Meu Casulo de Drywall” is the only Brazilian film that will make its debut at the SXSW film festival in the edition. Starring Bella Piero and Maria Luisa Mendonça, the film also features Michel Joelsas, Mari Oliveira, Daniel Botelho and Caco Ciocler, shows the story of a condominium after the death of a young woman on her 17th birthday.
Kombi back on the American continent?!
Volkswagen brings to the public for the second time the successor to the Kombi, the electric model ID. buzz. In the immersion study phase in the United States of America, the car has been increasingly successful in Europe.
What will you look for, Bobo? Is there a film there?
Lionel Messi's unpleasant dialogue with Weghorst, after Argentina's victory over the Netherlands in the Qatar World Cup, became a fun Netflix campaign, calling the chatbot for WhatsApp "Bobot".
The expression, which can be understood as “what are you watching?” is interpreted by the robot as a request for a series and movie recommendation.
Digital Privacy – Is it possible to have it?
In a panel on digital privacy, the speakers responsible for the development of “Aura” stated that, in the near future, the main signature that will have to be made in the digital world will be that of privacy.
With several digital crimes gaining space according to technological advances, the fight is tough, but it is believed that it is possible to win. While services like “Aura” do not reach Brazil, here are some digital security tips for you:
Do not reuse passwords or write them down in your cell phone notebooks;
Use two-step authentication whenever possible;
Don't tell things on social media that could be used against you to discover passwords;
Teach children from an early age not to talk to strangers in the digital world as well.
Curitiba project wins “Best Bootstrap Company” award at SXSW 2023
AMA (Agentes do Meio Ambiente) is a project from Curitiba, Paraná, which aims to promote sustainability and entrepreneurship through technology. The idea, applied in the capital of Santa Catarina, has two integrated applications: one for public janitors, which has more than 600 active janitors, and another for users committed to the environment in their homes, communities and cities.
Based on tasks defined by the Municipal Department of the Environment, janitors carry out the activity in the regions where they live, generating an extra income of up to R$1.1 thousand per month.
The company won in the special category Best Bootstrap Company, which rewards startups that have not yet received investment rounds.
“Lightsaber” in real life exists!
A real “Lightsaber” was unveiled during SXSW. In addition to emitting the characteristic sound of the Star Wars franchise weapon, it also retracts and expands at the simple push of a button. However, of course, the equipment is not a real weapon. It's just another attraction for the collection of fans of one of the greatest in the saga. Have you ever thought about having your own saber?
Brazilian virtual reality game is featured at SXSW
Yuki, a game designed by Brazilian studio Arvore Immersive is making a splash at SXSW! In a salon that promotes experiences with augmented reality, the game that mixes bullet hell and roguelike genres has been successful in mixing physical and digital elements to create the experience. The object of the game is to shoot enemies, which appear all over the map!
Oscar win for “Everything, everywhere at once” is praised by Tilda Swinton!
In an interview with Eugene Hernandez, Tilda Swinton praised the victory of the feature film “Everything at the same time” at the last Oscar. According to the actress, the film does not follow the traditional Hollywood standards, being a breakthrough.
Is the end of the internet as we know it near? For Amy Webb, yes!
The futurist and CEO of the Future Today Institute, Amy Webb, believes that the internet as we know it today is nearing its end. Well known for her accurate predictions for the technological universe, Webb highlighted the impacts of generative Artificial Intelligence (AI), which will grow in the coming years.
Thus, the CEO claims that solutions such as Midjouney, DALL-E and ChatGPT will be used on a daily basis by users.
Patagonia CEO Reinforces Company Concern About Weather at SXSW
In an interview with journalist Katie Couric, the CEO of Patagonia, Ryan Gellert, expressed concern about the global climate. It is worth remembering that, in September last year, Yvon Chouinard announced that he will donate the company, valued at more than R$ 15 billion, to a fund aimed at combating and repairing climate change.
According to Gellert, the company's revenues and profits will be passed on to the cause and that this is the result of preparations begun over the last 50 years.
Robert Downey Jr. and the fight against virtual crime!
The actor known worldwide for his role as Tony Stark in the Iron Man franchise, Robert Downey Jr. was at SXSW representing the company in which he is an investor, Aura. The cybersecurity startup relies on artificial intelligence to function.
Disney and the ability to create memorable experiences
Nearly 25 years ago at The Walt Disney Company, Josh D'Amaro shared a little about how the brand is able to create memorable experiences. In addition to citing hospitality, creativity and imagination, D'Amaro spoke about the immersion that the company's theme parks offer.
According to him, with a meticulous process of working with characters, music, visual effects and even food, the experience becomes unique.
Most Hopeful and Desperate Project in Human History Is Artificial Intelligence, Says President of OpenAI
In an interview with journalist Lauren Segall, OpenAI co-founder and president Greg Brockman said that artificial intelligence is the most hopeful and despairing project in human history.
In the conversation, Brockman also said that, despite the rapid evolution of artificial intelligence tools, there are still more questions than answers. Asked about ChatGPT, he was direct: “The merit of ChatGPT was to transcend fiction”.
Food as a catalyst for global change
The World Center Kitchen, created and idealized by chef José Andrés, is an organization made up of several volunteer chefs from around the world. Thus, it arrives in countries activating the network of local markets and restaurants to feed those in need and then reactivate the economy through business.
Streaming subscriptions galore – Can the salary hold?
Andrew Wallenstein and Heidi Chung, analysts at Variety's intelligence platform, addressed a sensitive topic at SXSW: the number of streaming subscriptions in the world.
According to analysts, there is a relentless race to get more and more customers. However, Netflix is the only major company in the industry to make a profit. Therefore, they came to the conclusion that smaller companies need to structure themselves more to compete and ensure that, in the average income of a family, the salary is not enough for the high number of streams available.
What is the impact of Artificial Intelligence on creativity
Adobe Lead Designer Brooke Hopper addressed the impact of technological evolution on creativity in her presentation at SXSW. There are many questions about the designer's creative process with the use of AI. According to Hooper, the process is no less valid when the machine is involved.
In this way, it can be a creative tool, like a brush, a camera, or a musical instrument. Therefore, Lead Designer argues that AI can help artists to experiment and produce things that were not possible without its help.
Was the metaverse flopped?
That's not what SXSW's top mentors believe. With prototypes increasingly inserted in the population, such as the Seoul Metaverse Cities, created in the city of Seoul (South Korea) to concentrate public services, the metaverse is growing more and more. Retail is also growing, with brands like Nike and Forever 21 having thousands of users in environments with Roblox.
Are humans the new assistants for robots?
With the agility and ease of increment of new technologies, SXSW faced an increasingly latent question: would humans be the new assistants for robots?
According to studies, technologies have created more jobs than they have taken away, but the future is uncertain in the era of exponential AI. Thus, during several lectures, the idea of always working together with AI was reinforced, facilitating our services and using the best of technology.
In addition to publishing content on Instagram, on a minimally constant basis to remain relevant on the platform and its audience, it is also interesting for brands to stay on top of their news. After all, a new tool can put you ahead of the competition. Aware of the importance of Instagram updates for businesses, we have listed the most recent ones for you to try and, who knows, convert new customers.
Purchase of Verified Stamps
One of the most commented news recently was the announcement of purchase verified stamps, for both Facebook and Instagram, as both platforms are owned by the same CEO, Mark Zuckerberg. Until then, the seals were only awarded to profiles that made the request, in addition to fulfilling prerequisites, such as being notable and being of public interest. Therefore, the seal is associated with the authenticity of the profile not only on Instagram, but also on other media, such as Twitter.
Instagram has also been giving incentive signals to attract more content creators in video formats. It is the case ofgifts′′ (gifts, in Portuguese translation) for profiles that are streaming live and on Reels. It is, therefore, a new way of being monetized by social media, since each star purchased by the user/viewer earns cents of dollars to the creator of the content. The novelty is still limited to some parts of the world.
More account recovery features
When a company suffers problems in relation to account invasion, login, or even fake accounts use its information, the consequences are magnified to the fullest extent, as it may involve exchanging bank details with customers in the DM, for example. Therefore, it is important that the brand also knows how to access support at these times. Recently, Instagram expanded the ways to recover accounts which are valid only for your account (whether personal, business or content creator). In the case of friends or family, there are other ways. To check out how to request Instagram support for your profile, Click here.
Group profiles
Another novelty to come is the creation of group profiles on Instagram, where users can create a profile, add followers, and then share publications limited to their members. This tool has great potential to strengthen brand communities, with consumers more comfortable exchanging experiences with each other. It is, therefore, a very interesting channel for managers to improve their products and services based on real feedback.
Instagram updates that have been live for a while, but few brands exploit
90 second reels
With the launch of TikTok, Instagram has more than doubled its attention to improving Reels performance. After all, more users consuming Reels means less people spending time on TikTok. With that, there was a time limit change for Reels, which is now in 90 seconds. So, if your brand suddenly provides a health service, education or has a more complex specific theme, it's worth taking this extra time to talk to your audience in a more relaxed and complete way.
Another interesting resource that brands can use and abuse is the profile post pinning. Available for a few months now, the tool allows a feed publication that you consider important to be at the top of the profile (up to three are possible) and, who knows, capture a new customer with that post you took so long to produce. To use the function, just click on the three dots in the feed image and then choose “pin to your profile”.
60 second stories
Finally, following the same logic of extending user time on the platform, Instagram also increased the duration limit of stories. Now, they can be up to 60 seconds, thus putting an end to that hassle of transitions between one story and another.
So, which of the above tools are you looking forward to trying on your company profile?
Although many companies are working strictly with the latest communication channels, such as Instagram and WhatsApp, email marketing remains an efficient strategy for many brands and one that should be considered. First, because it's a less invasive way to get in touch with a potential customer in a personalized way. Just imagine a company calling you by name on your personal WhatsApp. Strange, isn't it? Second, it's an easy-to-measure tool for open rate, click-through rate, and unsubscribe rate, which helps generate insights for periodic improvements. However, before enjoying all these advantages, you need to build an organic email marketing list to send them out, right? Check out our content today with some tips on how to do this.
First of all, why an “organic list”? Purchasing a list of ready-made e-mails may involve illegal means – after all, it is not known how it was obtained, see the General Law for the Protection of Personal Data (LGPD) – and, even if achieved without violating any rights, it is not a recommended practice. This is because the emails listed are probably from random people, who you don't know the region or city they live in, how old they are, the consumption power they have, among other information. That is, there is no strategy to even know if these people are interested in your brand or product. In short, it's a shot aimed at quantity, with no intelligence involved, in addition to being a very inconvenient way to get in touch with a person. An authorization is needed or, at least, an exchange of emails between the parties, to avoid being repulsed by the brand or your email being marked as spam.
With that in mind, it's understandable that building an effective email marketing list takes time. It is a process that does not happen overnight. For this, the brand needs to start providing relevant content to its target audience, something that strengthens its positioning. An interesting alternative for this are sending newsletters, with authorial articles and tips published on the blog. At the same time, it is important to also offer rewards to those who subscribe, such as exclusive promotions, loyalty dynamics or, in the case of B2B companies, notices about legal compliance with public bodies.
soft opt in and more! Discover some techniques to collect an interesting organic email marketing list
There are several ways to collect emails and they can happen simultaneously, including. One of them is what is meant by subscription "soft opt in”. This practice usually happens through professional contacts – networking – and occurs implicitly, without the other party formally authorizing via device (desktop or smartphone) the receipt of these emails. However, it is very important that there is prior contact with this person, so that they know at least what the brand is about.
On the other hand, the optionopt in” occurs when there is authorization by a device to receive company e-mails. This alternative can happen at the end of filling out a registration form, for example, where there are fields for authorization to receive news and promotions. After agreeing, you can also ask the user if he only wants to receive promotions and/or the desired frequency of emails. These questions also help you understand what to improve and categorize email lists according to your audience's preferences.
Also, one way that can not only help capture emails, but also help you understand the perception of your products and services is through online surveys. Imagine you launched a trial version of a shampoo on the market. The questionnaire will be very useful not only in the final formulation of the cosmetic, but in capturing e-mails from people who know the brand and are open to consuming your product. Therefore, sending them news and promotions makes perfect sense.
In the case of B2B companies and third sector institutions, webinars and online events with tips and consulting are an interesting way to even strengthen the relationship with these people who may become partners or customers in the future.
There are also slightly simpler strategies, such as inserting popups to new website visitors, creation of landing pages with lead capture campaigns and the traditional way, of course, participating in offline events, such as fairs, and, at your stand, registering prospects to contact them later.
Building an organic email marketing list, as you can see, is hard work and, naturally, one segment can be more work than the other. However, it should be borne in mind that something solid and qualitative is being built, from emails that make a minimum of sense to that person.
Finally, it is essential that all emails sent have the option “opt out”, so that the person unsubscribes from the list and informs the reason. Generally, companies put alterations, such as disinterest, very constant submissions and never being asked to receive these materials. These responses after cancellation are very useful for rethinking recruitment strategies and improving them over time.
The transformations imposed by the pandemic continue to leave traces of changes in consumer behavior, such as the growth of online shopping. According to the Latin America 2022 survey by Retail X, Brazil is in the lead of Latin countries in the annual comparison with 2021 in terms of revenue obtained from e-commerce, reaching US1TP4Q 49.2 billion. However, to conquer a space in this highly competitive billionaire market it is necessary to adopt strategies and good practices, right? Check out our content today and see how to increase sales even in 2023 with our 10 tips.
This is a basic tip, but one that many managers end up leaving aside because they find it trivial. However, the creation of a persona is one of the main bases for the retailer or any other company to narrow its scope and fully understand the needs of its consumer. With that at the tip of the pencil, it is possible to plan the sale of new products, the inauguration of a new distribution center, among other key decisions.
2 – Use data to your advantage
Create records, invest in chatbots or artificial intelligence tools that capture information from users who pass through your website or App, remembering to issue warnings to users that their data is being assimilated, respecting the General Law for the Protection of Personal Data (LGPD) ). This information can be used to attract new customers and help you answer the question “how to increase sales?”, creating more assertive campaigns, for example.
3 – Humanized service
Moving now from the opposite side of automation, it is important not to forego the human factor when it comes to quality service. This means providing fast, high-quality service that is 100% available to the customer. Remember, the competitor may sell exactly the same product as you, so make a difference by offering different service.
4 – Listen to what your client has to say even if it is not easy
Tip 5 complements tip 4, and touches on a topic that isn't very easy to deal with: bad reviews. Humanized service also demands knowing how to deal with these moments and that means understanding the customer's complaint in its entirety, in order to solve his problem in the best possible way. Transparency must be maintained above all else, so that he feels free to return later, to buy another product or, who knows, wait for the longer shipping, the subject of any complaint.
5 – Speak like your buyer
Exploring the topic of customer relations a little further, it is important that the service team undergo training and have a profile that addresses the shopper in line with his profile. Remember the persona from topic 1? So it helps here too. This generates greater brand identification and, again, the competitor may be selling the exact same product as you, so make the difference through service.
6 – Facilitate the practice of m-commerce
According to the Latin America survey, almost half of Brazilian consumers prefer to shop online using their cell phones instead of their computers, and the expectation is that this habit will prevail, reaching US$ 52 billion by 2025. In this sense, it is very important that retailers have a mobile-friendly sales platform (tablets and smartphones), so that consumers have a good digital shopping experience.
7 – Consider starting to sell on a Marketplace
In the search for how to increase sales, many retailers end up turning to marketplaces without much thought. The strategy has the advantage of placing its items under the name of a large company, available to consumers who are there for the sole purpose of buying and there is a whole infrastructure in place.
However, there is the disadvantage that your brand name is hardly linked to the customer's purchase. Let's do an exercise here: do you remember the name of the last store that sold it to you through Mercado Livre? Few people remember. In short, think carefully if it's worth it for your store to enter the world of marketplaces.
8 – Awaken feelings
It is important to remember that the consumer is a person with feelings, ideas and values. Therefore, try to go beyond promoting products, thinking about ways to awaken feelings related to that item. A classic example of this are the Mother's Day advertisements for cosmetics that are shown on television, which show happy moments between children and their mothers and grandmothers.
Knowing how to run a good after-sales service is just as important as knowing how to increase sales. This is the time to nurture the relationship with the customer, so that he gets closer to the brand. Among the practices is the sending of brief satisfaction surveys, announcement of launches, loyalty programs, discounts for future purchases, etc.
10 – If possible, professionalize your retail marketing
It is true that many Brazilian managers learn 'by force' what works and what does not work for their company in terms of marketing. However, nowadays, with the various resources available, it is very easy to get lost not only in the variety of online retail structures, but also in the forms of disclosure. Therefore, it is necessary to do a very well-structured planning so that the efforts are as assertive as possible.
Therefore, having a team of marketing professionals available to your company is an investment worth considering in your budget. Marketing demands strategies and technical knowledge that save resources and can bring surprisingly good results in the long term.
LinkedIn Ads doesn't appear among the first choices of those thinking about advertising on digital platforms, but this can be a big strategic mistake. After all, this tool favors the creation of an environment conducive to new partnerships and any type of B2B interaction, which can increase the average sales ticket and the quality of the company's Leads.
In the social network, it is possible to find more than 630 million active professionals, with more than 46 million in Brazil alone. This means that it is possible to find, basically, representatives of any niche market with which you want to do business. Most of these professionals occupy positions on the boards of companies, as area managers or owners of the business itself.
In addition to the choice of suppliers, users have great earning potential for your brand, since LinkedIn's audience has twice as much purchasing power as the internet average.
4 tips to leverage LinkedIn Ads in your marketing strategy
Discover some ways to use LinkedIn Ads to get more expressive results and insights for your business.
1. Take advantage of Sponsored InMail to get to know your audience better
Sponsored Inmail is a LinkedIn Ads format that allows you to have a direct conversation with potential consumers on topics of interest to them and strategic for your business. Therefore, use this channel to prove yourself useful to the audience, that is, open to feedback on products or services, in addition to being helpful, answering any questions that may arise.
2. Take tests to understand the acceptance of your product or service
One way to validate a new service or product is to assess whether it is accepted by the target audience. In this way, A/B tests can be important allies to get these answers.
However, in addition to a simple campaign budget improvement, A/B testing can also be used to evaluate two products that are similar or that are aimed at the same audience of interest. Thus, the company is able to know which one has greater acceptance with consumers and prioritize its communication or launch.
3. Invest in retargeting to increase the chances of conversion
The typical B2B shopper needs to consume seven to 10 pieces of content about a given product before making a purchase. According to LinkedIn itself, this happens because, many times, purchase decisions in B2B are voluminous and complex, that is, it deals with high budgets.
This means that it is necessary to invest part of the budget in showing ads to people who have previously interacted with their content, which can be done through a retargeting strategy based on Leads generated in the company's newsletter registrations, in other social networks, on other ad platforms or who have already purchased from the company's website.
4. Take advantage of the possibilities of LinkedIn Ads to expand your audience
Even if it is more economical to sell to old customers, it is common for brands to also want to increase their customer base and market presence, reaching new consumers. With that in mind, LinkedIn Ads offers some possibilities to help with this task.
The first is the audience expansion feature, which makes it possible to target ads to users similar to the target audience. In addition, LinkedIn Ads is a complete tool that allows you not only to advertise on the network's website and application, but also to take these ads to more than 2000 other business-focused pages, a portfolio known as the LinkedIn Audience Network.
Publishing ads there means reaching new people and engaging the target audience wherever they are.
Pinterest is a social network that makes it possible to share, discover and save ideas. When browsing the internet or using pins – the name given to publications on the network –, users can find inspiration and create folders that bring together various references on subjects of interest. Although it was created in 2010 as a social network, the company positions itself as the world's first visual search engine.
Betting on Pinterest in the Digital Marketing strategy is a way to make content available and create references for a website or online store, which can be found by more than 300 million users. There are more than 100 billion ideas available on the social network.
The platform allows users to share, manage and search images in different categories, such as travel, fashion, makeup, movies, decoration, among others. By sharing inspiring ideas and interacting with users, brands can be discovered by new audiences, strengthen the relationship with them and direct them to the company's website.
In addition, these inspirations can influence the purchase decisions of consumers who are willing to purchase what they find on the platform. Research shows that 84% of users use Pinterest when deciding what to buy; 98% tried something they found on the network; 77% discovered new products or brands on the platform.
How to use Pinterest's top features for businesses?
Since its inception, the social network has added many features that make the user experience richer, especially for brands that have more and more resources to do business on the network.
Save button for websites
One of the ways to feed Pinterest with branded posts is to get users to do so, as they can save images from the site directly to the platform. To encourage this action, the network offers the Save button for sites. When installing it, it will appear on all images on the site, so users can click on them and save them.
Rich pins (advanced pins)
Rich pins bring richer information about the images, which go beyond the caption, title and link existing in common pins. This is done through metadata that must be placed on the website or e-commerce and validated with Pinterest, so that any user who saves that image will automatically take the metadata information to the platform.
Rich pins are free and only available for business accounts. Additionally, there are four types of rich pins:
Product Pins: Include price, real-time availability, and purchase link.
Recipe Pins: inform ingredients, cooking time and portions;
Article Pins: show title, author, and a snippet of text;
App Pins: Include a button to install.
Shop the Look
Shop the Look is a social network initiative to further encourage purchases on the platform. They are represented by white dots in the image. Through it, the user who likes a product in the image can click on it and be automatically directed to the purchase link.
To add them, the brand needs to have a business account, so when creating the pin, you can click on the tag icon to tag the products in the image, add the destination link and a photo of the product itself.
Pincode
It is a customized code – similar to a QR Code – that carries information about the social network. When scanned by the Pinterest app, the user can be directed to the profile or a certain board of the brand. This code can be placed on printed materials such as business cards, folders or packaging. This feature is available for both personal and business counts.
Pinterest Lens
This tool, known as “camera search”, allows the user to search the network for objects found in the physical world. It's simple, just aim the camera at the desired object and the platform will show similar references.
Pinterest offers, exclusively for business accounts, a data analysis tool known as Pinterest Analytics. In this tool, you can get an overview of the account with metrics such as engagements, impressions, close ups, link clicks, total audience, saved pins and engaged audience. In addition, it is possible to view the main pins of the account according to these metrics.
In Pinterest Analytics it is also possible to better understand the audience of the platform. The tool brings gender, age, location and devices used by users.
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
