Revista de Negócios already uses artificial intelligence in several actions to communicate more efficiently and quickly with customers and readers.
Exame’s CMO, Fernando Miranda, who is part of this edition’s Vehicle Professionals group, says that one of the great challenges in his current position is always maintaining a relevant conversation with the customer, bringing news. The media and education market is saturated with more of the same, my mission here is to create a different product, one that generates impact and memories in the customer’s mind, he analyzes.
Experience to maintain the tone of the business magazine is not lacking. Miranda has been working in the marketing and commercial areas for over ten years, having worked at Banco do Brasil and Infomoney, from XP Inc..
He says that one of the actions of the title in recent times in terms of innovation was the recent hiring of the head of education, Heloisa Jardim, who runs Exame Academy. Heloisa comes from Harvard, one of the most respected institutions in the world, and is in line with what we want in terms of highly qualified professionals. In addition, we will soon announce some interesting acquisitions, which will reveal more about where Grupo Exame is headed and where we are going to invest our innovation efforts, she comments. The executive also reveals that CTO Izabela Anholett has already been leading content recommendation fronts for readers using artificial intelligence. Another innovation we are leading on the newsletter front. Today we already have an artificial intelligence that sends personalized content to the customer the moment he has the e-mail open, she tells her.
According to him, Exame’s commercial strategies and expectations for this year are increasingly focused on developing itself as a mediatech to deliver to clients, readers and consumers a media model that goes beyond the information itself. With all the tradition and authority that Exame has conquered over the years, today we see that there are countless potentialities for business developments, especially in the area of education.
Miranda talks about Exame Academy, which today is responsible for a significant portion of the magazine’s total revenue, and this is a sign that the search for qualification and training can be directly associated with the digital environment of information. Today we have specialists from different areas who, in addition to producing content, offer training through free courses up to MBAs and postgraduate courses, for example, he argues, adding: We have a tradition of awarding awards such as Best in the Market, Biggest and Best, Superagro , Infrastructure Forum, Cities and Investments, among others, which are rankings and events that promote the Brazilian market and business.
For him, the Brazilian print and online media, for years, has been changing drastically, in both environments – physical and digital. Certainly, the new models of publicity and advertising, and digital media itself, have made the landscape of traditional, paper media much more complicated. In addition to tools and new advertising and commercialization mechanisms, there is a generational issue, in which habits are transforming interest in certain types of communication channels, he opines.
But, according to him, there is no denying the important role of the print media in terms of credibility. In this sense, we believe that there are still ways to get around the difficulties presented. Regarding online, after programmatic media, there will be other small revolutions, which is why there is a constant need to reinvent itself and deliver relevant solutions and content, he says.
Miranda says that one of the most effective ways of dealing with changes in the reader’s profile is listening to them, discovering what they are looking for in Exame. One of the main changes that we feel and that made us have a guideline focused on mediatech is precisely to meet this need to deliver to readers and news consumers much more than they expect. Listening to the reader discover what he likes to read, when he likes to read, curation. In a world with so much information, we want to deliver the right information, to the right person, at the right time. Sounds obvious, but no, she clarifies.
In his opinion, the future of the magazine is a complex issue, although the question may seem simple. Our origin is the print and editorial media, and we will certainly never lose our admiration and desire to follow in the traditional media. However, the world is constantly evolving and the means and ways of consuming information are already different. I believe that the secret is in the balance in being able to identify the role of each format, because, certainly, they have aspects that are irreplaceable, in the sense that one does not cancel the other, on the contrary, they complement each other, he concludes.
