Quality SMI at Digitalks Expo 2023: An Overview of Everything We Follow!

Digital Expo 2023 was a true epicentre of the latest innovations and trends in digital marketing and technology. Quality SMI was present on the two days of the event (23 and 24/08) with the stand inside ABRADi. Of course, we succeeded in following the lectures with big names in digital marketing, innovation and technology, who brought insights and presented trends in the market and practical success stories.

In this editorial, we will talk briefly about the lectures we attended at Digitalks Expo 2023 and how innovative solutions are shaping the future of digital marketing and professions. Get ready for exclusive insight and follow the latest news and wisdom as we dive into the perspectives and strategies shaping the global digital landscape.

Artificial Intelligence & the (r)evolution in Professions: Martha Gabriel at Digitalks Expo 2023

At the most recent edition of Digitalks Expo, Martha Gabriel, one of the greatest authorities on intelligence technology, was the opening voice and has already brought an intriguing perspective on the impact of Artificial Intelligence (AI) on professions.

The author of the book “You, Me and the Robots” (2021) highlighted how technological evolution has shaped our trajectory from humanity’s period of hunting and gathering through the agricultural and industrial eras to the information age, where AI takes over a fundamental role. She highlighted that technology is a tool and an extension of human intelligence. She even made a provocation, saying that “an average person empowered by technology becomes better than the greatest human expert working without technology“.

Martha Gabriel also emphasized that AI devoid of empathy and humanity “can be cruel”. She highlighted that professionals from different areas must develop new skills to face the challenges of this new era, adapting and evolving. She concluded with the message that we will not be replaced by technology but by those who know how to use it intelligently and humanely: “If you don’t want to be replaced by a robot, don’t be a robot!”

Not ironically, it is worth highlighting that this text was prepared with the help of an AI to demonstrate how technology is increasingly present in our daily lives, especially in creating content. Digital Expo 2023 has already started on the right foot. It has proven to be a crucial meeting point to discuss the implications of AI in professions, with inspiring insights into how we can navigate this new world of opportunities and challenges.

Lecture at Digitalks Expo 2023 Reveals How AI Boosts Business Productivity

Also, on the first day of Digitalks Expo 2023, Kenneth Corrêa, an MBA Professor at FGV and Head of Strategy at 80 20 Marketing, presented a lecture on the impact of Artificial Intelligence (AI) tools in the corporate world. An artificial intelligence enthusiast, Corrêa delivered valuable insights in just 20 minutes, highlighting how these innovations boost organizational efficiency and productivity.

Bringing a success story from a client in the textile segment who was suffering from unfair competition due to dumping, Kenneth began by highlighting the use of “Perplexity”, a tool that fulfils the same functions as ChatGPT, with the difference of conducting autonomous research and providing sources relevant, saving time and resources in decision making.

Still on the most popular language model today, the speaker emphasized ChatGPT’s excellent capacity for content production, with one caveat: the user must provide the appropriate context to the tool and execute assertive prompts to obtain high-quality responses. Without proper context and with poor prompts, the likelihood of receiving an equally poor reaction is high.

Kenneth also mentioned “Gamma” for those who need a free presentation application that simplifies sharing information, doing so in a more effective and visually appealing way. Finally, he discussed “Rationale”, a tool that helps decision-making by offering support for analysis and solid argumentation.

Head of Sales and Content Director at Tastemade bring insights into content marketing trends to Digitalks Expo 2023

In a talk held at the last edition of Digitalks Expo 2023, Bruno Gomes, Head of Sales and Brand Partnership at Tastemade LatAm, and Camila Passeti, Content and distribution Director at Tastemade, highlighted the importance of authenticity and collaboration, essential for content marketing in subsequent years.

“If I remove the brand, will the content still make sense to my audience?” urged the speakers, with a question that should be asked by any company that wants to create quality content.

Tastemade, an American media company specializing in culinary content, exemplifies how authenticity can lead to success. The company produces high-quality, fun, informative videos and showcases food authentically and deliciously.

The two highlighted the importance of collaboration between marketing and sales departments, translating this into the art of creating versus the art of monetizing: “These two arts need to go together for content marketing to be effective.”

Collaboration between the two departments can lead to a range of benefits, including:

• • ⦁ Creating more authentic designs: When both departments work together, they can ensure content is made based on customer needs.

• • ⦁ Strategic alignment: Collaboration between departments can help ensure that content marketing is aligned with the company’s business goals.

• • ⦁ Better understanding of the audience: When the two departments work together, they can better understand their needs and wants.

• • ⦁ Greater workflow efficiency: Collaboration between departments can help streamline workflows and reduce wasted time.

• • ⦁ Building solid relationships: Collaboration across departments can help build strong relationships across teams.

• • ⦁ More valued editorial staff: Collaboration across departments can help ensure editorial staff are valued and supported.

• ⦁ Credibility and trust with customers: Collaboration between departments can help build customer credibility and trust.

Gomes and Passeti also highlighted the importance of understanding the intersection between the marketing and sales departments. They stressed that the content team needs to engage with the commercial team to understand the customer’s needs.

Communication between the two departments must be open and transparent to achieve this. Collaborative projects can also be an effective way to promote collaboration between the two departments.

Finally, they highlighted the importance of recognizing and rewarding joint success: “When both departments work together and achieve success, it is important to recognize and reward the work of both teams”.

How did Serasa transform its image and increase its brand awareness?

Considered by us as one of the highest points of Digitalks Expo 2023, the lecture led by Matheus Moura, Marketing Director at Serasa, and Felipe Schepers, COO and Co-Founder of Opinion Box, brought a practical case on how to measure, transform and strengthen brand recognition.

Schepers highlighted the importance of defining clear objectives for brand awareness and using metrics to monitor results and also underscored the need to understand the target audience and create relevant content for them.

Debt in Brazil is a serious problem which affects millions of people. According to a survey by Opinion Box in partnership with Serasa, 83% of people in debt had their social life impacted, 63% felt the impact of debt on their relationships with family, 62% felt the impact of debt on their relationship, 57 % felt terrible about having to borrow money from family members and 36% moved away from friends.

This data shows that debt is not just a financial issue but also affects people’s mental and emotional health. Serasa’s brand transformation exemplifies how a company can position itself as an ally for people in debt and help improve their lives.

Moura presented the case of Serasa, which underwent a brand transformation in 2016. The company, which was only associated with adverse credit, started to position itself as an ally of people in debt. To achieve this, Serasa invested in relevant content, such as videos and articles about financial education, and communication actions that connected with the target audience.

As a result, the company significantly increased brand awareness indicators. According to a survey by Opinion Box, awareness of the Serasa brand reached 83% in June 2023.

Serasa’s marketing director highlighted some tips that can help companies strengthen brand awareness:

• ⦁ Patience when building positioning: brand awareness is built over time. It takes time and dedication to position the brand in the market.
• ⦁ Benchmarking: analyzing the strategies of other companies can be a source of inspiration.
• ⦁ Keep up with the moment: it is essential to be aware of trends and events worldwide to create relevant content.
• ⦁ Brand metrics: metrics help track results and identify what is working or not and are for all companies.

Serasa’s case shows that it is possible to transform a brand’s image with consistent and targeted work.

Quality SMI at Digitalks Expo 2023: Glimpsing the future of digital marketing

Our participation in Digitalks Expo 2023 was a truly enriching experience, providing us with an insider’s view of the latest in the world of digital marketing and the innovation and technology trends shaping the sector’s future. As we learned about the revolutionary solutions and visionary strategies presented by big names in the market, the need for constant transformation became apparent, and we were able to apply insights to our system.

As brands seek to stand out in an increasingly competitive environment, deepening knowledge and making data-based decisions is essential. Digital Expo 2023 was an opportunity to learn, inspire and connect with what is better in digital marketing.

If you liked this overview and want to stay updated with the main trends in digital marketing, innovation and technology, follow our blog and learn more about geolocation marketing, B2B digital marketing and many others.

The mere exposure effect

Scientific theories from different fields are frequently applied to the business world, emerging new avenues of increasingly developed research. Of them, neuromarketing takes on particular relevance in a blog like this. Knowing the mind of the consumer is a privilege coveted by all.

One of these scientific concepts, which has decades of research from all over the world behind it and finds a direct relationship with the world of marketing, is the so-called “mere exposure effect”. But what is this relationship?

Backlinks are and, above all, have been one of the most popular and valuable elements when it comes to achieving good positioning; also the most controversial. In this way, during the last decade, practices of all kinds have sadly become fashionable to obtain many backlinks: paid links, automatic link generation programs, etc.

Back in 2011, those who are still the giants when it comes to online search engines (Google, Bing, Yahoo and Yandex) joined forces to create a series of standards when structuring a web page to universalize as far as possible the language by which web pages and search engines communicate.

In short, they created a common framework for users to cement their online positioning for the different search engines. The fact is that, six years later, only 16% of marketers intend to adhere to said framework. How can SEO positioning be improved through structured data, and how can it be improved?

Google’s Knowledge Graph is a semantic database. In it, entities are established to a thematic context, or what is the same based on an ontology. The Google knowledge graph is or aims to be a massive encyclopedia of universal knowledge organized according to thematic and semantic criteria. It is not intended to incorporate new content in other sources known to all but to reclassify and contextualize said information.

So, what is an entity for Google?

“…A named entity is a group of one or more words…that identifies an entity by its name. For example, named entities may include people… organizations (such as the name of a corporation…), places…, artifacts (such as names of consumer products),… specific dates, events… and monetary expressions…”

So, in favour of what was mentioned, there is an extensive list of types of entities: books, events, State Institutions, movies, places, etc…

Entities are essential for collecting information, as they allow you to include additional data about the context of a query and thus help with different tasks such as:

• Interpret search queries
• Clarify the analysis of terms with multiple meanings
• Identify the relationships between entities and their importance in terms of thematic context
• Interpret documents
• Identify relevant entities in an area of ​​knowledge

And Where does Google get the information from?

Knowledge Graph was initially fed with Freebase (semantic knowledge database) and Wikipedia data. Later, this open project was transformed into the Wikidata project.

Google uses the latter as proof of the relevance of an entity. In this way, Wikipedia articles and Wikidata entries play a fundamental role as a source of information for many tables in the knowledge graph.

Although these are not the only sites you get information from, you also rely on:

• CIA World Factbook,
• Google+ and Google My Business
• Structured data
• Web Crawling
• Knowledge Vault
• Licensed data

Even so, it is necessary to differentiate the sources of information between them since those referred to by Google+ or Google My Business can be created and controlled to a large extent by a company.

 And why does Google’s Knowledge Graph exist?

 On its page, Google itself talks a little about it.

Emily Moxley (manager): “If you’re looking for the answer to a question, chances are others have already searched for the same thing on Google. We can help you in your research by combining the information others have found useful with the information in the knowledge graph.”

What Google seeks with Knowledge Graph is to link knowledge and create relationships between it. In other words, it identifies entities and relates them to each other to place them in a context or ontology.

Shashi Thakur (Technical Lead at Google): “One of the first things we will introduce to the knowledge graph is a panel next to the web results.”

So, if, for example, we search on Google for Marie Curie, we will find different images and information about her to our right. Still, other characters related to her and science will also appear. Likewise, questions about the character/entity we have searched for are included. These questions refer to possible questions other users have asked about the topic we are searching for.

For all this, we must remember when working on our SEO positioning and optimizing a post to improve its visibility that context is more important than using unrelated keywords.

In Google’s latest Q&A, he answers a question from a page owner concerned about their site needing to be crawled more often.

How often does Google re-index a website?

John explains that crawling an entire website at once is counterproductive because, depending on the server and its size, it can cause unnecessary server load. That is why Google imposes a daily page limit depending on the server specifications (although they have not mentioned the exact page limit).

Since Googlebot can only crawl part of the web page, it is customary to prioritize some pages over others. That is why it is normal for pages such as the home page and category pages (at a high level of the structure) to be crawled more frequently.

It is expected, then, that changes on these pages are reflected more quickly than in any old blog entry that you have on your website (in some cases, if specific entries are old and are no longer bringing traffic, it is advisable to do something with them to optimize Googlebot’s crawling time).

Given this information, patience is key when waiting for changes on other pages to be reflected in Google Search. Although… is there a way to do it manually?

What can I do to force Google to re-index my page faster?

There is an option, provided by Google itself, to force Googlebot to go through the page that we tell it to for quick indexing. In some cases, it is advisable to do so, such as when creating a new entry, thus preventing someone from copying your content and indexing it before you (here, you would be creating duplicate content, which case is penalized!).

There are two ways to do it:

• From: Verify ownership of your website using one of the different ways Google offers and then go to Crawl -> Explore as Google. There, you can insert the URL you want to index quickly.
• From: To do this option, like the previous one, you must have a Google account. We can send URLs from this option, not ours (if that benefits you). It’s as easy as inserting the website address that we want it to track, and that’s it.

Another day, we will talk about how to control Googlebot and see what pages it crawls using external tools.

You can find websites that only follow the path in some market niches. Therefore, if you detect that any of your competitors are using these techniques (known as BlackHat), you can submit a ticket for a manual review.

How do you report BlackHat techniques?

It is as simple as entering the following link and choosing the report type you want to make.

As we see in the image above, we can choose between spam (the BlackHat as mentioned above techniques), purchasing links to manipulate the rankings, or if a website is running malicious software.

Get to the point in your report.

Spam reports are mainly processed manually. In short, a Google employee will read the information and then try to make a decision based on the accompanying evidence. Try to describe in detail, without frills, why the reported site needs a manual review.

A spam report should not include irrelevant information. A formal greeting is necessary beyond a precise description of the perceived violations.

Google doesn’t care who submits a spam report or their reason. Any extra information that focuses on something other than the complaint wastes time for all parties (mainly for you, who is the interested party).

No “extra” information increases the possibility of a manual penalty being applied and should, therefore, be excluded.

Provide details

Each website may violate one or more quality guidelines. With each of them, it is advisable to attach evidence that facilitates the possible penalty, such as the specific URLs of the pages.

For example, in the case of purchasing links with over-optimized anchor text to try to force an increase in position in search results, the specific links would have to be attached.

The more examples, the better. The Google worker in charge of processing the spam report will be able to verify if any of the attached examples violate the guidelines and will act accordingly.

What guideline violations to report

Any confirmed and flagrant violation of the guidelines can be reported, but experience shows that some violations are more likely to be committed than others.

For example, BlackHat-related actions and link buying are the most common and tend to trigger an in-depth investigation that results in Google taking visible action.

The manipulation of rich snippets or structured data to increase CTR (% clicks per 100 visits) with ratings in SERPs with inflated data is relatively easy to identify.

The high number of reviews and their high score may indicate possible manipulation. Since the American search engine takes the user experience very seriously, these complaints will be taken more seriously.

What to expect from Google

Lastly, Google needs to provide information on whether or not it has taken any action regarding the complaints made, which can be frustrating.

They also do not verify any other web pages associated with the account responsible for the reported page.

While following quality guidelines is essential to avoid a potential penalty, we can use this tool to our advantage if we know that a competitor uses BlackHat methods.

However, despite all the points mentioned above, particularly in fiercely competitive niches where every position counts, keeping an eye on the competition and their SEO practices is vital.

Compared to the time required to conduct an in-depth audit, submitting a spam report is a low-cost effort that is often worth doing.

Having a website is simply buying a domain, hosting and a template. These three are essential to creating a page, but if you want a chance of success, you must do a web page analysis, which will tell you what is working and what things you should improve. Otherwise, you will be just another site that fails to attract visitors or achieve the objective for which it was created.

Let’s look at a list of critical factors to analyze your website and see how it performs.

Audit of the website structure

When you think about setting up your website, you clearly know what it should be like. That is very good because the structure is essential to organize everything that makes up the site, content, pages, etc.

If you notice that some text, image or section is unavailable, something is wrong in the structure, and you will have to do a more in-depth analysis of it.

Design appropriate to the page and its functions.

Directly dependent on the structure, the design is another fundamental element of web page analysis. Whether or not users feel attracted to the site depends on this, so it must draw their attention.

He has to be in tune with the general image of the project. It is often overlooked and loses much of the identity with which potential customers recognize your company on and off the internet, which makes you lose opportunities.

Usability to reduce bounce rate

If a visitor enters the website and only encounters difficulties navigating it, they will abandon it. And he will do it in a matter of seconds, increasing the page’s bounce rate.

If you notice this happening in web page analysis, you must find a way to improve usability so that users can easily find what they are looking for. Ensure it loads quickly and can be accessed without problems from any device. Keep in mind that mobile browsing is increasingly widespread.

Analysis of the contents of your website

Content is the most relevant factor in a web page analysis. The user and the algorithms rely on the type of content to determine if it is worth spending time on, so you have to take great care of this.

The content must be original and of quality, related to the topic to which you dedicate yourself, either directly or in some way that expands related concepts.

To do this, it is best to publish exciting things for the audience regularly.

Optimize the SEO of your website.

SEO must always be in any website analysis, mainly because the idea is to appear ahead of the competition. There are various tools to know if the page is optimized to position itself as it should and even to detect where and how to improve. At us, we are specialists in web positioning. Do not hesitate to contact us and get a free quote.

Many SEO aspects beyond keyword choice, such as image size or how long it takes Google robots to index content, deserve attention.

Only this?

These five elements allow you to take a first look at how your website is, but there are other ones you should consider. If you need help, contact us; we will help you improve your project as much as possible.

Open CSV files in Excel

1. Open Excel and create a new workbook.
2. Go to the Data tab and click on “Get external data.”
3. Then click on “Data from a text file.
4. An explorer window will appear to search for and select the CSV file we want to open. A file with the .csv extension is a comma-separated values ​​file. A text file allows data to be stored as a table, separating each column with commas.

It is frequently used to import or export data from different applications or databases.

How to open CSV with Excel?

Open a CSV file with Excel. Open a CSV file with Excel. A file with the .csv extension is a comma-separated values ​​file. A text file allows data to be stored as a table, separating each column with commas. It is frequently used to import or export data from different applications or databases.

A file with the .csv extension is a comma-separated values ​​file.

How to open a comma-separated CSV?

Open Excel and select the option “From Text in.” Get external data from the “Data:” menu. Open Excel and select the “From Text” option in the “Get External Data” menu. “Data: A file with the .csv extension contains comma-separated values.

A file with the .csv extension is a comma-separated values ​​file. Comma-separated values ​​(.csv) text files, where the comma character (,) typically separates each text field.

How to open a file in CSV format?

1. Open Excel and create a new workbook.
2. Go to the Data tab and click on “Get external data.”
3. Then click on “Data from a text file.
4. An explorer window will appear to search for and select the CSV file we want to open.

So, using any of the above methods, you can open a CSV file using Microsoft Excel.

How do you convert from CSV format to Excel?

Another method to do something similar is to open a blank Excel sheet, go to the Data tab and click on Get data.

In many cases, the supplier sends you the information corresponding to the products in a file in CSV format. After modifying the data (personalizing product names, descriptions, prices, etc.), you have to convert it to .xls to import it into the system and have these products appear in your databases.

We hope that this article has been helpful to you; although it is not as such, it is always good to know everything!