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    How data marketing led Queima Diária to generate R$ 500 million without external capital

    E-Commerce Update
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    How data marketing led Queima Diária to generate R$ 500 million without external capital

    Spreadsheets and projections no longer captivate investors, making digital companies that dominate performance marketing and data reach another level of valuation. It was exactly this path thatMatheus Beirãopaved the way by founding the Daily Burn, digital health and wellness platform that has already generated over R$ 500 million without resorting to external capital

    Beirão led the company's growth with a rare approach in Brazil: a bootstrap model, where every real invested was supported by real results. "While many talked about valuation and rounds", we focused on CAC, LTV and churn. We have always known how much a customer costs, how much he left and how to keep this equation healthy for years, affirms

    Predictable growth is the new ROI

    According to a survey by the Brazilian Association of Startups (Abstartups), about 64% of angel investors and early stage funds consider the marketing model more relevant than current revenue when analyzing a business. Although Beirão has never sought external funding, he notes that the interest of large groups in digital companies is increasingly linked to the solidity of acquisition strategies

    Investors or strategic buyers want to see traction, no promises. Have a performance marketing strategy, based on real data of conversion and retention, is worth more than any growth projection, punctuate

    Cases that sell more than projections

    Present successful cases — how campaigns that generate conversion spikes, partnerships with influencers that resulted in new audiences or the creation of a proprietary digital ecosystem — has been decisive in awakening the interest of potential buyers

    In the case of the Daily Burn, the company also developed its technological structure internally, with apps for smart TVs, payment systems and a data and analytics center. It was this set of elements that sparked SmartFit's interest in 2020 in acquiring a significant stake in the company. "What happened was an operation where they bought part of the company directly from me", individual person. It was not an investment in the company, it is a strategic acquisition based on the potential and differential of our marketing engine, explain Beirão

    A new manual for those building from scratch

    The negotiation with SmartFit marked a turning point in the infoproducts sector. "Showed that it is possible to build a profitable and attractive business for major players without relying on external capital", as long as there is a self-sustaining growth system based on data, highlights Beirão, that today acts as an advisor and investor in companies interested in scaling efficiently

    For entrepreneurs who build businesses in the bootstrap model, the message is clear: well-executed performance marketing, allied to data and consistency, it can be better for the business than any round of investment

    Management and difference in the professional profile of Millennials and Generation Z

    Julio Amorim
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    Management and difference in the professional profile of Millennials and Generation Z

    The coexistence of different generations in the corporate environment is a challenge and, at the same time, a great opportunity for companies. Baby Boomers, Generation X, Millennials and Generation Z have distinct ways of working, communicate and lead. In light of this, understanding these differences is essential to turn diversity into a competitive advantage

    Each generation can be compared to an instrument in a symphonic orchestra. Baby Boomers are like cellos, bringing depth, resilience and historical experience. Generation X resembles saxophones, versatile and capable of adapting to different scenarios. Millennials are synthesizers, introducing innovation and technology, while Generation Z behaves like DJs, remixing information and processes in real time

    When well conducted, these differences result in a harmonious symphony. However, without a good conductor, diversity can generate conflicts and misunderstandings

    Challenges in coexistence

    Managing teams with distinct profiles requires leadership prepared to deal with different expectations and work styles. While a Baby Boomer may value hierarchy and stability, a young person from Generation Z seeks flexibility and purpose

    To illustrate this complexity, we can imagine a company as a constellation, where each collaborator is a star with its own shine. The true challenge is not just to recognize these differences, but rather to connect individual talents to create a productive and innovative ecosystem

    Strategic planning

    Companies that know how to leverage generational diversity as a driver of innovation achieve better results. Some strategies include

    1. Reverse mentoringyoung people can teach senior leaders about new technologies, while learning about market experience

    2. Integration between profilesto unite the experience of Baby Boomers and Generation X with the innovation of Millennials and the digital fluency of Generation Z

    3. Collaborative environmentscreate spaces for knowledge exchange that promote learning and collaboration

    4. Personalization of managementmap individual profiles to enhance talents and promote engagement

    Positions and individual profiles

    Assigning positions based solely on generation is a mistake. True assertiveness in hiring lies in the assessment of competencies, individual skills and attitudes. A young person from Generation Z can be an excellent leader, just as a Baby Boomer can excel in adopting new technologies. The focus should be on talent and not on age

    What really matters

    The idea that each generation always seeks the same goals in the job market is a myth. Millennials may desire security and stability, while Baby Boomers may seek purpose and innovation. Companies that respect these individualities and offer suitable conditions for each profile achieve greater talent retention and productivity

    Finally, the future of work lies in overcoming generational stereotypes and focusing on the individual potential of each employee. Companies that know how to integrate different profiles, promote collaboration and value talents, regardless of age, will be better prepared to grow and stand out in the market

    Managers still adopt labels and create divisions that unfortunately limit human potential. The future of work lies in overcoming these boundaries, focusing on how each can contribute. The challenge is set: we are ready to see people for who they are and not by the year they were born

    Julio Amorim is the CEO of Great Group, planning specialist and author of the book "Choose to Win: Creating the Habit of Achieving Dreams and Goals" – emailjulioamorim@nbpress.com.br 

    Tax and accounting obligations of companies

    Gleiberson Bessa
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    Tax and accounting obligations of companies

    Maintaining the tax compliance of a company is essential to avoid issues during inspections. Tax and accounting obligations vary according to the tax regime adopted and the type of activity carried out by the business. Meeting these requirements ensures compliance with legislation and reduces operational risks

    To understand better, it is important to know the different tax regimes, as Actual Profit, Presumed Profit, Simple National and MEI. After this understanding, it is possible to delve into the main tax and accounting obligations that every company must follow to keep its activities legal and organized

    What are tax obligations and why are they important

    Tax obligations are the duties that companies have to fulfill towards the government, like the payment of taxes, the submission of declarations and the issuance of tax documents. The non-compliance with these obligations may result in fines, interest and even the registration of the company in the active debt, what hinders access to credit and can compromise the reputation of the business

    Some of the main tax obligations include

    – Corporate Income Tax (CIT): federal tax levied on the company's profit

    – Social Contribution on Net Profit (CSLL): federal contribution aimed at financing Social Security

    – Social Integration Program (PIS): federal contribution aimed at financing unemployment insurance payments and salary bonuses

    – Contribution to the Financing of Social Security (COFINS): federal contribution intended for the financing of Social Security

    – Tax on Industrialized Products (IPI): federal tax levied on industrialized products

    – Tax on Circulation of Goods and Services (ICMS): state tax levied on the circulation of goods and the provision of services

    – Service Tax (ISS): municipal tax levied on the provision of services

    – Declarations: Federal Tax Debts and Credits Declaration (DCTF), Digital Accounting Bookkeeping (ECD), Digital Tax Accounting (EFD), among others

    – Issuance of Invoicesissuance of electronic invoices(NF-e) to document the sale of goods and the provision of services

    Technology as an ally in tax management

    Technology has proven to be a great ally in the fiscal management of companies. Enterprise Resource Planning (ERP) systems automate processes, facilitate the issuance of invoices, generate accurate reports and ensure compliance with legislation. Furthermore, the integration with accounting systems and e-commerce platforms optimizes time and reduces the risk of errors

    Tips for efficient tax management

    It is essential for companies to know their tax obligations, identifying all applicable requirements for your sector and keeping updated on possible changes in legislation. The organization of tax and accounting documents is also essential, ensuring that they are always accessible for consultations and audits

    The use of technology can facilitate thetax management, through software that automates processes and improves tax control. Furthermore, counting on the guidance of an accountant or tax consultant contributes to legal compliance and risk reduction. Finally, a well-structured tax planning allows for optimizing the tax burden and avoiding financial surprises

    Brazilian companies are looking for ways to contain expenses through technology

    E-Commerce Update
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    Brazilian companies are looking for ways to contain expenses through technology

    Famous in the corporate world, the term "Saving as a Service" (SaaS) is a service model that uses technology to help companies reduce operational costs in a continuous and automated way. Unlike traditional approaches to cost-cutting, this solution combines data intelligence, automation and real-time analysis to identify cost-saving opportunities in various areas, how to manage expenses, corporate purchasing and energy efficiency. Companies that adopt this model can reduce waste without compromising the quality of the services or products offered

    Furthermore, SaaS allows organizations to outsource financial optimization, counting on platforms and specialists that constantly monitor expenses and suggest improvements. In this way, companies do not need to invest in internal teams for this function, being able to focus on their core business while ensuring a more efficient and sustainable financial management. This model has become popular mainly in sectors such as fintechs, technology and business management, where cost reduction can generate direct impacts on business competitiveness

    AWEXP, specialized in digital solutions for corporate expense management, stands out in the market by offering innovative services that promote cost savings and compliance for companies, in addition to providing efficient control for managers and an enhanced experience for users

    The WEXP platform encompasses various services, including the Pay YOU multi-benefit cards, the Pay CORP corporate cards with automatic reconciliation, the mobility aggregator DRIVER, the KM tool for mileage reimbursement by GPS and the EXPEN app for expense reimbursement workflow. These solutions aim to transform corporate expense management into a simple process, automated and efficient, reinforces Alexander Willy, CEO of WEXP

    According to the research "Overview of Corporate Benefits in Brazil 2024", 78% of Brazilian companies plan to invest in digital platforms for expense management in the next two years. This data reinforces the growing demand for solutions like those offered by WEXP in the national market

    WEXP was developed in partnership with the also Brazilian Khipo, specialist in creating technology solutions in the areas of Web & Mobile Development, Experiências Digitais, Data e Inteligência Artificial, Cloud de Infraestrutura, Gaming and Cyber Security

    Post-sales strategies can increase customer retention by 42%

    E-Commerce Update
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    Post-sales strategies can increase customer retention by 42%

    What happens after the sale can be even more important than the moment of purchase. A well-structured after-sales service is not just a detail in customer service, but the key to loyalty, growth and differentiation in the market. Currently, in a scenario where consumers expect almost instant responses, those who invest in a solid post-purchase relationship get ahead

    According to a study by DT Network, 64% of consumers expect a real-time response when contacting a company via message. And the reward for meeting this expectation is high: fast service can increase customer retention rates by up to 42%

    Another survey by the consultancy Bain & Company reinforces the importance of investing in retention: increasing the customer loyalty rate by just 5% can raise the company's profits by between 25% and 95%, depending on the sector. That is to say, a well-executed after-sales service is not just a matter of customer service — it is a strategic investment that directly impacts business results

    But how to create an efficient after-sales service, regardless of the size of the business? For Alberto Filho, CEO of Poli Digital, company specialized in the automation of service channels, the answer lies in personalization and technology

    Alberto cites four steps that help turn post-sales into a competitive advantage: proximity, автоматизація, loyalty and proactive support

    1 – Small businesses: proximity and segmentation

    If the sales volume is not that large, the tip is to bet on a more direct contact. Broadcast lists, for example, are a powerful tool to maintain connection with customers

    "Through this strategy, it is possible to send personalized and relevant messages, пропонуючи підтримку, usage tips, exclusive promotions and news. The secret is in segmentation, ensuring that each message makes sense to the customer and is not just another generic blast, explain Son

    2 – Big business: automation to scale customer service

    For companies that deal with a large volume of sales, technology becomes essential to maintain an efficient after-sales service without overloading the team. The integration with the official APIs of the main messaging applications allows for the automation of processes, how to send welcome messages, purchase confirmations, payment reminders and satisfaction surveys

    This automation improves the customer experience, maintain close contact, even on a large scale, and frees the team to focus on more strategic tasks, highlights the CEO of Poli Digital

    3 – Beyond service: rewards and loyalty

    Staying close to the customer is essential, but creating incentives for him to return can be even more powerful. Loyalty programs with exclusive discounts, special gifts and early access to launches are ways to strengthen the relationship and turn customers into true brand promoters

    A well-structured rewards program not only encourages new purchases, but also generates brand advocates. The satisfied customer not only returns, but recommends your company to other people, reinforces Son

    Furthermore, collect constant feedback, offering multiple contact channels and anticipating needs with tips and proactive support are actions that make all the difference in post-sales

    4 – After-sales: from cost to competitive advantage

    The mistake of many companies is to see after-sales as a cost, when, in fact, he is one of the biggest competitive advantages of a business. Implementing effective strategies can be the decisive step to turning occasional customers into frequent buyers – and, more than that, true fans of the brand

    When well-structured and adapted to the needs of your audience, after-sales not only retains customers, but drives growth and differentiates your company from the competition, finish Son

    API management and system and data integration brings a 50% reduction in project development time

    E-Commerce Update
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    API management and system and data integration brings a 50% reduction in project development time

    The API (Application Programming Interface) market is experiencing a moment of accelerated expansion. These tools are essential for integrating systems, acting as bridges that enable the secure and automated exchange of information. With them, companies connect platforms, optimize processes and deliver agile and personalized solutions. Not for nothing, a study by F5, "Atuadores de Gateway Distribuído: Evolução da Gestão de APIs", revealed that Brazil ranks third globally in the consumption of digital interfaces, with 52,4 million APIs used

    The progressive increase in the use of this technology in the market highlights the growing dependence on these resources to connect systems and drive business, but it also presents a great challenge: the efficient management of these interfaces

    To meet this need for governance and effectiveness, aEngineering Brazil, part of the Engineering Group, global information technology and consulting company specialized in digital transformation, launched the modular and unified platform DHuO, 100% Brazilian integrated solution that provides savings of up to 50% in project development time and in reducing operational costs. 

    Through the implementation of the DHuO, that can be applied in companies from different sectors, the multinational begins to offer flexibility and efficiency through API management and integration of systems and data in a single product, meeting the growing market demand for integrated solutions.  

    Our product is a great enabler in the implementation of Artificial Intelligence (AI) initiatives in medium and large companies, since a good structure and efficient integration are essential to make data accessible and actionable, explain Willy Sousa, Product Director of Engineering Brazil. 

    By consolidating different platforms into a single tool, the DHuO eliminates the need for multiple suppliers, minimizing licensing and infrastructure costs. Enhanced architecture also reduces resource consumption in the cloud, directly impacting infrastructure spending, in addition to providing greater security and control over operations, what is essential to ensure compliance and information security, explain Sousa. 

    За даними на експерта, DHuO also stands out for being a product with support in Portuguese, what facilitates adoption by national companies. The platform has an intuitive interface, reducing the learning curve and accelerating the launch of new solutions in the market. Your ability to effectively integrate existing systems and tools also contributes to the creation of a more fluid and efficient ecosystem, allowing companies to easily connect their platforms and optimize processes, highlights. 

    With this modular and integrated approach, the DHuO allows for an optimized "time to market", what translates into greater competitiveness and capacity for innovation for businesses. Furthermore, the scalability of the platform ensures that it grows according to market needs, without compromising efficiency. Another benefit is the reduction in recovery time from failures in APIs, essential in sectors such as telecommunications, where the continuity of operations is essential, highlights the director.  

    We created a robust technology, with modern architecture and cloud-native, to simplify the management of APIs and data, allowing companies to optimize their resources in the cloud and reduce their infrastructure costs, concludes Sousa

    Digital interactions: How to create empathy using AI

    E-Commerce Update
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    Digital interactions: How to create empathy using AI

    Artificial intelligence has brought significant leaps in customer service. Automation streamlines processes, but it also brings the challenge of how to maintain the human touch in interactions, especially in customer service. Ana Abreu, COO and co-founder of WeClever, pioneering in conversational intelligence and automated auditing, demonstrates how AI has been able to add a layer of empathy, strengthening relationships and building customer loyalty in an increasingly connected world

    Empathy is not a human exclusivity. When well applied, artificial intelligence can indeed contribute to closer relationships, personalized and respectful towards customers. The secret lies in the ethical and intelligent use of technology, always guided by listening, says Ana

    Personalization based on data

    In the digital world, data collection and analysis have become essential to provide more relevant experiences. According to a report by McKinsey, companies that personalize the customer experience are 40% more likely to increase revenue than those that do not

    This means that a simple chatbot can — and must — go beyond standardized answers. You can use regional expressions, adapt the language according to the consumer's profile, or even suggest products and services based on interaction history. "When the customer realizes they were truly heard", even in a digital environment, he feels valued. This is empathy in action, comment Ana

    Automation with humanized and personalized language
     

    Personalizing interactions goes far beyond inserting the customer's name in a message. It means understanding your real needs, respond with empathy and offer appropriate solutions to the context

    "Automation does not have to be synonymous with coldness". On the contrary: when well configured, AI can provide fast and welcoming service, that respects the time and emotions of those on the other side of the screen, explain Ana

    Collecting feedback is also a good practice for creating digital empathy. This not only continuously improves the conversation flows, how it demonstrates that the company values the customer's opinion and is committed to the constant evolution of the service provided

    Real-time emotion identification

    According to a study by Capgemini, 62% of consumers say they have a more positive perception of brands when their interactions with AI demonstrate empathy. One of the most effective ways to reach this level is by using technologies capable of identifying emotions in real time

    More advanced solutions are already capable of analyzing the tone of the conversation, recognize frustrations or doubts and adjust the response automatically to provide support and resolve the issue more assertively

    We combine technology and active listening to create more human interactions, even when there is no human responding, says Ana. "It is not about replacing people", but to expand the capacity to serve with intelligence and sensitivity.”

    Future of human connections

    In addition to shaping the future of business, empathy-driven automation contributes to more respectful and efficient relationships. By integrating AI with a customer-centric approach, companies build lasting and sustainable connections. Digital empathy is more than a trend — it is a necessity. The client wants to be heard, understood and well served. And technology can — and must — help with this, finishes Ana

    Five trends shaping pet food in 2025

    E-Commerce Update
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    Five trends shaping pet food in 2025

    The pet food industry is reaching 2025 undergoing a deep reformulation process, driven by geopolitical crises, climate change and transformations in consumer behavior. A study presented by Euromonitor International during the 2024 Pet Forum revealed five global trends that are set to reshape the sector: the increase in demand for proven sustainability, the growth of functional diets and supplements, the appreciation of convenience, the strengthening of local brands and the advancement of personalization through artificial intelligence. 

    According to André Faim, pet industry entrepreneur and co-founder of the networkLobbo Hotelsand fromWork for Dog, the changes require companies a new stance, based on information and transparency. "Today, it is not enough to claim that a product is sustainable. The tutors are attentive, they require real certifications and want to understand the impacts of each choice. "The era of empty marketing is over", affirms. Faim observed that Brazilian tutors, especially in large cities, have shown a growing interest in clear labels, traceable ingredients and measurable environmental impact actions

    Well-being and functionality

    Besides environmental concern, the new consumer also seeks solutions that directly contribute to the health of animals. The growth of functional diets and supplements — like probiotics, antioxidants and specific formulas for joint or digestive issues — points to a movement that is already occurring in parallel to human nutrition. Nutrition is no longer just a nutritional factor but is understood as a tool for prevention and quality of life

    In André Faim's view, this is a one-way path. Pet owners are treating pets as family members, and this is reflected in the search for products that enhance well-being. Items such as supplements and functional foods, previously restricted to niches, start to hit the shelves of major chains, punctuate

    The report also highlights that trust in labels will be strengthened by independent certifications, since the consumer tends to distrust generic terms like "natural" or "sustainable" when there is no external validation. This requirement is a direct reaction to the phenomenon of greenwashing, that has led tutors to seek more information before deciding on a brand

    AI and customization mark the new era of pet consumption

    Another trend gaining momentum in 2025 is the use of artificial intelligence to personalize products and recommend tailored solutions for each animal. From platforms that analyze behavioral data to tools that adjust the diet plan based on weight, race and routine, technology is consolidating itself as an ally of precision nutrition. The Euromonitor study indicates that pet owners expect more personalized experiences, and not generic products that ignore the particularities of your pets

    For Faim, AI must become a strategic tool for both industry and consumers. With the latest advancements in this technology, we managed to map consumption patterns, better understand the needs of animals and offer increasingly accurate solutions. Artificial intelligence plays a direct role in building more efficient and relevant products and services, highlights

    This advance, however, does not diminish the importance of human service. The challenge is to balance technology and empathy, offering efficient platforms without losing the caring touch that guardians expect when it comes to the well-being of their animals

    With increasingly demanding consumers, the pet food sector is undergoing a transition that goes beyond packaging or flavor. In 2025, it will be necessary to prove, with data, actions and positioning, that every choice made by brands is aligned with the new values of the consumer. The tutor is more informed, more engaged and more critical. "Whoever understands this first will have guaranteed space in the future of the sector", concludes Faim

    Reputation-Led Growth and the monetization of reputation by B2B startups

    Silas Colombo
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    Reputation-Led Growth and the monetization of reputation by B2B startups

    In recent years, the way B2B startups grow has changed drastically. The increase in customer acquisition cost (CAC), the saturation of paid channels and the growing distrust of the market have made a problem evident: the traditional growth model is no longer sufficient. In this context, the concept of Reputation-Led Growth (RLG) emerges, a strategy that places reputation as the main lever for growth and revenue acceleration

    Reputation-Led Growth is a growth model in which credibility, the authority and trust of the brand drive acquisition, conversion and retention. Instead of just investing in performance marketing and aggressive SDRs, startups that apply RLG build an ecosystem where customers arrive due to the trust generated in the market

    In Brand-Led Growth (BLG), the focus is on building a strong and memorable brand identity, in RLG, growth comes from strategic influence. Companies that dominate this model do not just sell a product or service, but become references in their sector, reducing the buyer's perception of risk and shortening sales cycles

    Startups that follow the Reputation Led Growth model do not rely excessively on paid ads or bought traffic. Instead, gain visibility through strategic PR, thought leadership and social proof. In the traditional model, the sales funnel starts with paid traffic, lead generation and active approach. No RLG, clients arrive with more maturity and fewer objections, because the company's reputation has already been validated in the market, what reduces the time to close contracts because they become the safe and obvious choice for their clients. Furthermore, a strong reputation positively impacts retention. 

    How to accelerate revenue with Reputation-Led Growth

    B2B startup CMOs need to understand that reputation is not just an intangible asset – it is a revenue accelerator. The implementation of an RLG strategy in a practical way, is based on the following pillars

    1. Transform your executives into strategic spokespersons
    The reputation of a startup often begins with its leaders. CEOs and CMOs need to be active in the market, sharing knowledge and leading discussions. LinkedIn, sector events and specialized vehicles are essential channels for this

    2. Leverage PR and spontaneous media to generate social proof
    Consistent presence in strategic vehicles builds trust. The B2B client needs external validation to reduce risks. 

    3. Generate credibility through strategic partnerships
    Startups that partner with solid players instantly gain more trust in the market. 

    4. Build an ecosystem of brand advocates
    Satisfied customers are the best acquisition channel. No RLG, reputation spreads through digital word of mouth and strategic recommendations. Customer testimonials and published impact cases are more powerful than any performance campaign

    Reputation-Led Growth is not a passing trend. In the financial market, for example, where trust is everything, startups that dominate this game win customers faster, sell with less friction and build barriers against competition. CMOs who understand this stop being just marketing managers and become growth strategists, using reputation as a real scale engine

    The question now is no longer "how much are we investing in branding"?”, but rather "how are we ensuring that the market trusts our brand even before the first commercial contact?” 

    Emotional marketing: how this connection can increase companies' sales

    Márcia Assis
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    Emotional marketing: how this connection can increase companies' sales

    How many times have you been moved by a marketing campaign? Люди зв'язуються з людьми, something that is increasingly present in corporate strategies to strengthen this emotional connection with their customers. When a brand manages to turn its message into an engaging story, it ceases to be just an option in the market and becomes part of the public's life, something that, if well executed, can bring excellent results for brand reputation and sales

    The modern consumer is more informed, more demanding and with less patience for brands that only "push" products. We live in the era of personalization, of purpose and transparency, where brands that manage to humanize their communication and offer authentic experiences, certainly, come out in front. This, allied to the growth of artificial intelligence and automation, made the human factor even more valued, highlighting the importance of combining technology with sensitivity in order to create memorable experiences that generate competitive advantages

    In this scenario, many companies create emotional connections so strong that their customers become true fans, connecting not only with the products or services offered, but with the human beings behind all of this. According to neuromarketing studies, as proof of this, campaigns with purely emotional content performed about twice as well as those with only rational content. But, good storytelling goes beyond just this emotional connection

    When well built and allied to a well-told narrative, this connection awakens desire and need, making the customer identify with the brand values, feel that she understands your pains and desires, that talks to him and realize that there is a greater purpose behind that communication – something that can be decisive in generating a conversion

    Brands that create strong feelings feel the impact directly on sales. After all, loyal consumers tend to buy more often and defend that company, recommending to family and friends. Furthermore, this loyalty helps to reduce sensitivity to discounts and promotions, because you pay for what you see value in. Customers who feel understood and valued are also less likely to switch to competitors, improving the retention rate as well

    Now, how can companies strengthen this emotional connection and achieve all these benefits? Start getting to know, deeply, your client. Use data to understand your pain points, wishes and behaviors. The more personalized the content is, greater the chance of creating a real connection

    With this information in hand, build an authentic storytelling. Tell real stories, with characters, challenges and emotions. A good narrative engages because it reflects situations from the audience's life, awakening empathy and identification. One tip for building this is to use emotional triggers of consumers, after all, emotions like belonging, nostalgia, overcoming and empathy, when used with sensitivity, make the message more striking

    Create memorable multichannel experiences, regardless of the invested platform. Campaigns should reflect the emotional tone of the brand, and the experience needs to be seamless, coherent and charming at all touchpoints. All of this must be aligned with a very clear purpose and value, because modern consumers value brands that take a stand. Transparency, inclusion, sustainability and social responsibility are topics that create engagement when communicated with truth

    Gather as much information as possible about your customers' behaviors and needs, understand the triggers that work best for this audience, measure the results and understand the impacts of this with conversion metrics. Brands that manage to balance these two universes (reason and emotion) with strategy and sensitivity, they will not only sell more, as well as gaining something even more valuable: emotional loyalty

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