DIGITAL PRESENCE
FLORIPA 2020
We asked professionals working in Florianópolis to assess their companies' DIGITAL PRESENCE. The goal is to map the companies' performance and support the development of strategies based on that assessment.
Between February 5th and March 21st, more than 300 professionals from 224 companies answered our interactive questionnaire, which included questions about websites, social media, email marketing, and other platforms used, as well as their companies' performance in each of these areas.
Floripa has always been known for its natural landscapes and stunning beaches. But in recent years, the capital of Santa Catarina has been standing out as a technology hub, earning it the nickname "Silicon Valley of Latin America" from BBC World. To give you an idea, there are more than 900 technology companies that generate more than 5.4 billion Reais in revenue annually.
IlhadoSilicio.com was founded in 2019, with offices in Florianópolis and São Paulo. This digital marketing agency assists companies in developing and implementing strategies, identifying bottlenecks, and scaling results through digital tools.
A website says a lot about a brand; it's the brand's "home" in the digital world.
While social media, forums, and other channels allow interaction with new audiences, it is on a website that a brand can develop its content marketing, optimizing conversions and improving its ranking in search engines like Google.
Far more than just virtual business cards, today's websites also aim to promote and optimize interactions, increase conversions, and collect valuable data. But to achieve this, they need to be fast, mobile-friendly, and, above all, facilitate the customer journey.
Is our ecosystem ready for this reality?
It is interesting to note the differences in the number of highly satisfied respondents (4 and 5) across the 3 questions. While 47% approve of the brand representation, only 28% give the same rating to the quality of information about the products offered, and 32% approve of generating business through the website. On the other hand, only 4% of respondents state that their companies do not have a website, and 6% do not rely on a website for generating business.
The numbers indicate that companies in Florianópolis are already investing in websites as branding and sales tools, but there is room for optimization in how products are represented.
More than half of the companies (52%) received scores of 2 and 3 for business generation, which also shows good potential for optimization for those already working in this area.
While most companies in Florianópolis already use websites as a sales tool, their performance on mobile devices is not yet at the same level, with significantly lower numbers than in previous questions. This indicates that this is an important area for improvement among companies in the capital.
Frequent publication and updates resulted in a high level of satisfaction, especially among large companies, showing that the increasing production of content is a challenge for small and medium-sized enterprises.
With more and more companies entering digital channels, competition for user attention and Google rankings is expected to intensify even further, and creative solutions for engaging the audience will make all the difference.
Instagram is the fastest growing social network in Brazil, in terms of both number of users and engagement time.
While many companies generate revenue through Instagram without having other channels, physical stores, or websites, others are looking for ways to adapt their customer journeys (especially in B2B) to the visual and "instant" language that the name itself suggests.
The growing competition for user attention has brought new challenges even to established brands, and investing in new content formats is one way to stand out.
Instagram, the most popular social network among companies in many B2C segments, has also been used in B2B strategies for some time. Therefore, it is noteworthy that more than 20% of respondents gave minimum scores (0 and 1) to their companies' presence on Instagram.
On the other hand, a similar percentage of professionals consider the generation of business through their brands' Instagram to be very good or excellent (4 and 5). Opportunity in sight!
#islandtips
It's one of the platforms with the widest variety of content formats. Try to vary your content and always seek interaction with your target audience!
OTHER MEDIA
In Florianópolis, almost three-quarters of the professionals interviewed stated that their companies do not operate on other social media platforms. Among those who said they invest in other channels, Pinterest and YouTube were the most frequently mentioned, closely followed by Google My Business and Telegram.
Among the most frequent reasons why brands seek new channels are less competition and the possibility of interacting with new audiences. However, a lack of specific knowledge and the need to adapt content production to other formats are cited as obstacles.
TOP OF MIND
Which company(ies) in Florianópolis do you consider a benchmark for their digital presence?
We asked this question in an open-ended way, that is, without any suggested answers. Many respondents mentioned more than one brand, while others mentioned only one or none at all. Therefore, we decided not to count the mentions but to publish all the names cited. Even so, Resultados Digitais' leadership in the number of mentions is noteworthy. RD is now reaping the rewards of its consistent Inbound Marketing work and stands out as the leading reference among professionals in Florianópolis!
LEARN EVEN MORE BY DOWNLOADING THE COMPLETE RESEARCH REPORT
