A influência das TIC no ambiente de negócio brasileiro

Summary

Mesos, a Brazilian digital marketing company founded by entrepreneurs from the audiovisual industry, pivoted during the pandemic to focus on paid traffic for independent artists. Over the last four years, they’ve leveraged technology, including AI, to enhance advertising, customer acquisition, and conversion strategies. Their services, including the Trap Academy, provide valuable insights and training for artists, democratizing access to marketing tools. With a focus on efficiency and continuous adaptation, Mesos aims to empower emerging artists while staying at the forefront of technological advancements in digital marketing.

Takeaways

• 😀 Mesos started as a production company in the audiovisual sector, but pivoted to a digital model focused on paid traffic and boosting for independent artists.
• 😀 The pandemic played a significant role in the shift to a digital, remote-focused business model, helping the team leverage technology for remote work.
• 😀 The company's focus is on democratizing access to promotion for independent artists, particularly those in the trap music genre in Brazil.
• 😀 Mesos has been using paid traffic, ads, and platforms like Spotify playlists to increase visibility for both emerging and mainstream artists.
• 😀 In 4 years, Mesos developed additional services like the Trap Academy, which provides artists with marketing strategies and release guidance.
• 😀 Technology is the backbone of Mesos' operations, from customer acquisition to service delivery, with tools like Hotjar, Google Analytics, and CRM to enhance efficiency and productivity.
• 😀 Artificial Intelligence (AI) is now part of Mesos' internal systems, improving efficiency in data tracking and customer journey mapping.
• 😀 The company uses task management software and Slack to organize client information, ensuring a smooth process and high-quality service delivery.
• 😀 Mesos has been diversifying its marketing channels to avoid risks tied to reliance on a single platform, like Facebook, and is using automation triggers for quicker issue resolution.
• 😀 Continuous education for artists is key to Mesos' success, providing guides, materials, and training to help clients navigate digital platforms and optimize their promotion strategies.
• 😀 Keeping up with technological updates is essential for Mesos’ survival, as rapid advancements in AI and other technologies are critical for staying competitive and relevant.

Q & A

What inspired Mesos to pivot from audiovisual production to paid traffic services?

Mesos pivoted to paid traffic services during the pandemic when in-person work was no longer possible. This shift allowed the company to continue supporting artists by providing digital promotion services, especially through paid traffic for music, which was relatively unexplored at the time.

How did Mesos democratize the promotion of independent artists?

Mesos democratized promotion by offering paid traffic services to independent artists who were just starting out. This allowed them to reach a broader audience and gain visibility through platforms like Spotify and other digital channels.

What role did the Trap Academy play in supporting artists?

The Trap Academy was developed to help artists understand marketing strategies, including the nuances of releasing music and growing their presence in a competitive market. It provides education on the latest industry strategies, empowering artists to manage their careers more effectively.

How does Mesos use technology to improve efficiency in its operations?

Mesos uses various tools and systems to optimize its operations. These include AI for enhanced efficiency, CRM systems to track customer interactions, dashboards for data visualization, and task management software to handle customer service delivery efficiently.

What kind of tools does Mesos use for customer acquisition?

Mesos uses tools like Hotjar to analyze website behavior, Google Analytics to track site traffic, and dashboards to visualize and scale customer acquisition efforts. These tools help Mesos understand the behavior of potential clients and tailor their outreach strategies.

How does Mesos ensure customer retention and conversion?

Mesos uses a CRM system to track customer behavior and maintain constant communication. The CRM allows them to follow up at optimal times, with some customers needing multiple follow-ups to convert into regular clients.

What is the role of AI in Mesos' operations?

AI plays a key role in streamlining operations at Mesos by improving efficiency in areas like tracking customer journeys and identifying potential issues in data collection. AI has allowed the company to solve complex problems faster, which would have taken months without it.

How does Mesos handle the challenges of digital dependency and potential risks?

Mesos addresses the risks of digital dependency by diversifying its channels, such as using platforms like Google, YouTube, and TikTok in addition to Facebook. They also set up automated triggers to quickly identify and resolve issues in their systems.

What challenges did Mesos face in educating artists about technology?

In the beginning, educating artists about technology was challenging because many didn't understand how it worked. Mesos responded by creating guides, video classes, and PDF materials to help artists navigate and understand the platforms they used for promotion.

How does Mesos stay updated with the rapidly evolving technological landscape?

Mesos stays updated by surrounding itself with a network of information sources, such as X (formerly Twitter), which provides real-time insights into new developments in technology. They also have specific channels for research, ensuring they don't fall behind on emerging trends.