Nowadays, with e-commerce being the norm, social media is crucial for obtaining these data points. As the saying goes, data is the new oil.

Social media platforms have become invaluable tools for new businesses, helping build brand awareness and engage with customers.  This provides companies with a valuable database of customer preferences.

However, without proper safeguards, the social media channels that drive growth can expose sensitive data and open the door to risks.

In this blog, we offer expert advice on safeguarding sensitive data on social platforms, empowering startups to navigate these challenges while building lasting customer relationships.

Understanding Data Privacy in Social Media

January 28th was Data Privacy Day, and as Forbes mentions, companies must adopt a ‘Privacy By Design’ approach. A culture of data privacy in social media protects a company’s business and helps build trust with customers.

Even a single breach by hackers can damage reputations and lead to costly legal consequences. For instance, Harvard Business Review reports that data breaches cost companies millions annually, not to mention the long-term damage to brand reputation.

Startups must adopt a proactive approach. This begins with accessing the data they collect through social media channels and ensuring the security of customer information.

This means ensuring that social media data, such as profile details and behavioral patterns, is handled securely and responsibly.

Social Media and Data Misuse

Recent studies have unveiled a concerning issue with data privacy and social media. Social media apps like Instagram and TikTok have been responsible for the misuse of consumer data.

The Instagram lawsuits, for instance, argue that companies like Meta indulged in data exploitation and privacy breaches. They also mention how the youth are being manipulated by tweaking algorithms in order to make the platforms addictive.

This highlights the pressing need for more responsible digital practices, especially as social media continues to play a central role in shaping the perceptions and well-being of today’s youth.

Best Practices for Safeguarding Data on Social Media

According to Forbes, bot attacks have doubled in 2023, and cyber attacks will continue to increase every year. To navigate these risks, startups have to adopt some best practices as recommended by experts:

Adopt a Comprehensive Data Strategy

The first step in protecting customer information is developing a comprehensive and strong data strategy. The startup needs to map out all data flows, starting with collection, storage, and finally disposal. This audits the entire flow and helps identify vulnerabilities.

Implement encryption for data at rest and in transit and use cloud storage solutions to ensure that the data remains protected from unauthorized access.

Transparency To Consumers For Data Usage

A 2023 Statista survey found that 39 percent of consumers who get clear information on data usage trust the company more. Startups must clearly communicate what data is being collected, how it is used, and the safeguards in place to protect that information.

Clear Social Media Policies

Creating clear policies on social media is crucial to defining what data can be shared and how it should be handled.

Training employees on these policies can help prevent data leaks and ensure that social media remains a safe channel for consumers.

Adopt Security Measures

It is crucial to empower users to manage their digital footprints. This can be achieved by educating them about best practices for data protection. Tools like password managers, VPNs, and encrypted messaging apps are imperative.

Implement multi-factor authentication (MFA) to strengthen access controls by requiring multiple forms of verification before granting access to sensitive data. MFA is already a popular method among social media users to restrict unauthorized account access.

Implement Advanced Monitoring Tools

Startups must implement technology that provides real-time alerts of any detected suspicious activities. This would help startups respond quickly to potential threats.

According to Forbes, real-time data monitoring and analysis are critical investments for startups that want to minimize fraud.

Legal Insights and Industry Best Practices

Legal considerations are crucial in data privacy, especially in today’s highly regulated environment.

Startups must be aware of the potential legal problems of inadequate data protection on social media. Stringent privacy measures are needed to avoid costly litigation and damage to reputation.

Many startups underestimate the importance of a comprehensive data privacy framework and user safety. TruLaw observes that social media algorithms are manipulated using customer data, resulting in unsafe content for users.

By integrating best practices early and ensuring their users are protected, businesses can preempt issues before they escalate.

The Future of Data Privacy in Social Media for Startups

The landscape of data privacy is evolving every day, and new regulations and technologies are shaping the future. AI and machine learning are technologies that must be adopted to stay ahead.

A Forrester study found that 40 percent of organizations will combine data insights with AI. Startups that aim to grow cannot afford to miss the new data privacy tools that AI offers.

As new technologies emerge and regulatory landscapes shift, staying ahead in data privacy will be key to long-term success.

The post Data Privacy in Social Media: Expert Advice to Startups appeared first on Fintech News.

Autoresponders are an automation tool that helps you reply to incoming messages so you won’t need someone in your team to send the responses manually. They are the perfect solution for keeping your customers informed and engaged with timely reminders, updates, and general information.

Here’s how you can use one to improve your business:

1. Welcome New Customers/Subscribers

You should aim to improve your customers’ experience from the moment they register an account or make their first purchase with your business. All processes should be as seamless, secure, and user-friendly as possible since this will not only benefit customers but also your business.

Therefore, consider combining an autoresponder with user verification tools like Trestle’s premium phone number validator API to ensure that the customer onboarding process is not only smooth but also secure.

Also, you should personalise your messages so they feel warmer to the recipients. This is one of the simplest ways to make your customers feel valued from the start. While such tricks don’t always guarantee loyalty, they make your brand memorable.

2. Facilitate Order Confirmation and Updates

This one is also a fantastic way to improve the overall customer experience since a majority of buyers experience order delivery anxiety soon after placing their orders. Both new and existing customers expect a speedy delivery with as few friction points as possible. Luckily, implementing an SMS autoresponder ensures every buyer gets a confirmation message right after their purchase.

They’ll also receive update texts as the order progresses through different stages such as packing, shipping, and even the last stage of delivery. This ensures the customers have all the information they need regarding their orders, so they won’t keep making unnecessary calls to find out about their orders.

3. Send Auto Promo Codes

It’s not uncommon for customers to exit ecommerce platforms without buying anything. Some even add items to their cart but then abandon the process in the last stages. You can implement an auto-promo response for such situations since that might convince the customers to change their minds.

The best arrangement for this is to integrate the autoresponder with your business’s secondary communication channels such as emails, chatbots, and others. This creates an omnichannel experience that is typically ideal for enhancing communication and consistency in messaging.

4. Provide Out-of-Hours Responses

Customers have different needs, and for this reason, there will be those who use your platform after office hours. You still need to provide some level of assistance, and that’s something you can do with an SMS autoresponder. You can set up the autoresponder to provide offline support by suggesting keywords or topics for common issues.

If the customer can’t find the answer they are looking for, the SMS autoresponder can add them to your support list or help them create a ticket that will be addressed by your customer service team. Besides, an SMS autoresponder is a great way to let your customers know that their after-business-hours messages haven’t been overlooked.

Change Your Business’s Efficiency With Trestle

There are more ways to use text autoresponders than we have covered in this article. However, the bottom line is that these tools streamline communication, enhance customer experience, and boost your organisation’s operational efficiency.

Still, you want to place security at the core of your response automation efforts, which is why you should visit trestleiq.com to view the range of phone verification and validation solutions available. That way, you can be sure all the requests your autoresponders get are genuine.

The post How to Use an SMS Autoresponder to Improve Your Business appeared first on Fintech News.

What is AIO-TLP?

The AIO-TLP (All-in-One Technology Life Platform) is an innovative solution combining state-of-the-art hardware and software to deliver a seamless tech experience. While official confirmation is yet to arrive, leaked documents suggest that this product is designed to integrate various functionalities into a unified, user-friendly ecosystem.

Key Features of AIO-TLP

1. High-Performance Hardware

• Processor: The AIO-TLP is expected to feature the latest 12-core CPU and a high-efficiency AI-driven GPU, optimized for multitasking, gaming, and professional workflows.
• Memory: Up to 64GB RAM with expandability options, ensuring smooth performance for demanding applications.
• Storage: A combination of 1TB SSD and 2TB HDD offers speed and capacity.

2. Advanced Display Technology

• A 4K Ultra HD display with a 120Hz refresh rate ensures crisp visuals and smooth transitions, making it ideal for creators and gamers alike.
• Touchscreen capabilities and pen support are rumored, expanding its versatility for design and productivity.

3. Seamless Connectivity

• Wi-Fi 7 and Bluetooth 5.3 provide high-speed wireless connectivity.
• Multiple USB-C and Thunderbolt ports allow for easy integration with peripherals and external displays.
• A unique modular docking system is hinted at, enabling users to customize their workspace effortlessly.

4. AI-Enhanced Software

• Built-in AI algorithms are rumored to optimize resource allocation, enhance security, and offer real-time productivity suggestions.
• Virtual assistant integration with support for major platforms like Alexa, Google Assistant, and Siri.

5. Eco-Friendly Design

• Made with sustainable materials and boasting a low energy consumption profile, the AIO-TLP aligns with modern environmental standards.
• A silent cooling system ensures minimal noise pollution.

Specifications at a Glance

What Makes AIO-TLP Stand Out?

The AIO-TLP aims to disrupt the tech industry with its all-in-one solution. By combining premium hardware with cutting-edge software, it bridges the gap between performance and user-friendliness. Whether you’re a content creator, a gamer, or a professional looking for a reliable workstation, the AIO-TLP promises to cater to diverse needs.

Release Date and Pricing

While Thejavasea.me has not disclosed an official release date, industry insiders speculate a Q1 2025 launch. Pricing details remain under wraps, but early leaks suggest it could start around $1,999, placing it in the premium segment.

Final Thoughts

The AIO-TLP, as revealed by Thejavasea.me, has the potential to redefine how we interact with technology. With its combination of power, elegance, and functionality, this product could set new benchmarks in the all-in-one market. As we await official announcements, one thing is clear: the AIO-TLP is a name to watch in 2025.

Stay tuned for more updates as we delve deeper into what could be one of the most exciting tech launches in recent years!

The post Thejavasea.me Leaks AIO-TLP: Features, Specifications, and What You Need to Know appeared first on Fintech News.

Understanding Loan Origination Software

Before going over the pros, it’s essential to know what loan origination software is. Loan Origination Software is a computer program that manages and handles the whole process of loan processing, from the initial application to the last payment. Credit scores, underwriting, organizing paperwork, talking to customers, and making sure rules are followed are all part of it. Lenders can save time and effort on each loan with the help of this software. This makes the whole lending process better.

The Key Benefits of Loan Origination Software

Here are the key benefits of loan origination software – 

1. Improved Efficiency and Automation

The most remarkable thing about loan origination software is that it can do dull tasks for you. The old way of giving money required people to read, enter data, and sign off on papers by hand. This could slow down the approval process. LOS does these things for you, which helps banks process loan requests faster and more accurately.

For instance, when a borrower fills out an application, the software can check their credit record, confirm their proof of income, and get other important information from outside sources. This is made possible by having people take part in only some parts of the process. This makes decisions faster and less likely to go wrong.

2. Enhanced Customer Experience

In this modern age, customers expect to get in touch with banks easily and quickly. Borrowers can get angry, and lenders can lose their chances if the loan approval process takes too long, requires a lot of paperwork, and requires multiple in-person visits. This is fixed by loan origination software, which gives both clients and lenders a simple, easy-to-use interface.

A lot of LOS platforms have websites or mobile apps that make it easy for people to apply for loans, share documents, see how their applications are going, and talk to loan officers right away. This self-service way gives people more freedom to apply for loans whenever it works best for them.

3. Better Risk Management and Decision Making

When donating funds, it’s critical to understand the level of risk involved. The lender can determine creditworthiness and loan default risk. The lender must abide by internal and external regulations.  Risk management is better with loan creation software because it gives you tools to help you look at data and make choices.

Some LOS platforms link to outside data sources, which lets lenders see information about loan applicants right away, such as their credit scores, job history, and financial records. Then, complicated algorithms look at this data to find possible red flags, such as income that doesn’t match up or a high amount of debt to income.

4. Streamlined Collaboration Between Departments

Among the personnel who make loans possible are loan officers, underwriters, compliance teams, and customer service representatives. When everything is done by hand, it can be challenging for these teams to work together and talk to each other, which can lead to delays and confusion.

Loan origination software gives everyone on the team a place where they can work together at the same time. Loan officers can change the status of applications from a single dashboard. Underwriters can look at them and decide whether to accept or refuse them, and compliance teams can make sure that all the paperwork is in order.

Conclusion

New software for loan origination gives banks the tools they need to work faster, make users happier, and handle risk better. This is changing how loans are made. Lenders can focus on what’s important: making their business grow and helping their customers with LOS. Jobs that need to be done over and over are done automatically. It also makes better choices and makes sure that lenders follow the rules.

The post How Loan Origination Software Improves the Lending Process? appeared first on Fintech News.

The Cloud Finance Association (CFA) is proud to announce its formation as a collaborative community dedicated to supporting finance and accounting professionals in maximizing the value of cloud investments. The CFA was founded by three core companies–Squire Technology, LLC; moneta; and Tanner LLC (collectively referred to as “Founding Partners”)–to address the growing challenges of cloud spend management and empower its members with the tools, knowledge, and resources needed to drive meaningful business growth.

At its core, the CFA is committed to helping professionals make informed, data-driven decisions that enhance financial accountability. With billions of dollars wasted annually due to underutilized or poorly optimized cloud resources, the CFA believes finance and accounting professionals are uniquely positioned to transform these investments into key drivers of business success.

“Our goal is to create a collaborative community where finance and accounting professionals can exchange ideas and share best practices to enhance the financial value of cloud resources,” stated the Founding Partners of CFA in a joint statement. “Together, we can address the specific challenges of managing cloud spend and unlock new opportunities for growth.”

The CFA offers a wealth of opportunities for members to connect, collaborate, and develop new solutions. Through educational events, CPE-qualified conferences, and access to cutting-edge methodologies, members gain the tools they need to stay ahead in the rapidly evolving world of cloud finance.

“Innovation is at the core of what we do,” continued the Founding Partners. “By equipping our members with the latest tools and encouraging fresh perspectives, we foster an environment where professionals can continuously seek out better solutions for managing cloud finance.”

Membership is open to finance and accounting professionals, board members, business owners, or institutional investors with portfolio companies utilizing cloud technologies.  In addition, finance and accounting students and professors with an interest in cloud finance are also eligible for membership. 

The CFA invites finance and accounting professionals passionate about cloud spend optimization and financial accountability to become part of this dynamic community. Together, they will help shape the future of cloud finance and drive businesses toward greater success.

For more information about the Cloud Finance Association or to become a member, please visit www.cloudfinanceassociation.org or contact Erin Hudman at info@cloudfinanceassociation.org or +1 ??(385) 215-9089.

The post The Cloud Finance Association Has Been Officially Launched to Revolutionize Cloud Investment Strategies appeared first on Fintech News.

Historically, the small and medium business segments across all industries have struggled to find comprehensive coverage that enables them to transfer risk confidently. This is because crafting commercial policies demands the expertise and time of brokers. However, brokers, who are there to deliver expertise on tailoring individual policies based on unique business needs, are only compensated for quotes that bind (about one in four quotes). This compensation structure means traditional brokers focus on large enterprises that yield lucrative commission dollars. Meanwhile, small and medium businesses are left exposed.

“For far too long, the middle market segment of specialty business has been underserved for retail brokers. I have been in this industry for more than two decades and have observed an underperformance around the quality of service, attention to details, and ability to serve the client in a manner they deserve. The stumbling blocks for wholesalers have been thin margins, bandwidth issues, and inconsistency of expertise across teams. We have solved these problems by using AI to dramatically scale our human brokers abilities far beyond what has been previously possible,” shares David Derigiotis, President of Brokerage and Head of Insurance.

Flow is building an ecosystem of AI agents who operate like the world’s best assistants. Based on the GPT 4.0 Omni core, Flow’s AI agents are trained on an ever-growing library of insurance materials—specimens, quotes, and carrier risk appetites—and the ongoing transaction of endless communication materials and critical decision points. Flow’s AI agents know not only materials but also understand tradeoffs and considerations.

Flow’s hybrid approach to human brokers supported by AI agents goes beyond mere data problem-solving. By digitizing knowledge, Flow’s internal workflow engine enables AI models to cross-reference materials, learn from broker interactions, and evolve continuously. These AI Agents are integral team members, handling labor-intensive tasks such as risk appetite matching, generating quote comparisons, and constructing review materials. Flow brokers are always in the loop, revising and overseeing the output of this workflow engine. This approach of experts supported by AI agents reduces the manual investment required by individual brokers and makes it possible to deliver an expert-rich experience for every premium.

“In an industry that runs on trust and relationships, like the commercial insurance space, scale is a real issue. How do you enable brokers to take on more workload without burning the bridges of trust?  The key is to enable wholesale brokers with ultimate availability, every single time. And in order for our brokers to provide this level of service, we’re training our AI to operate as the world’s best assistant,” said CEO and Founder, Sivan Iram.

Learn more at www.flowspecialty.com.

The post Flow Secures First Wholesale Insurance AI Agent to Pass RPLU Exams appeared first on Fintech News.

Spotware is a global technology provider, successfully delivering cutting-edge fintech solutions and infrastructure for over 14 years. The company has cultivated a sophisticated network of 250+ brokers and prop firms, including notable names like IC Markets, Pepperstone, FTMO, and Funding Pips. With a user base exceeding 4 million traders, cTrader, Spotware’s flagship platform, stands out for its unparalleled innovativeness and user-friendly UI, setting new standards across the industry.

Integration details

1. With this integration, Social Trading, which earlier was available only for MetaTrader brokerages, became a multi-platform solution. Now all brokers licensing cTrader may access the cutting-edge technology of copy trading.
2. The integration is deep in its nature and fully integrates all the features of cTrader into the investment system engine and interface.
3. The “plug-n-play” implementation approach ensures a seamless and swift adoption process, eliminating the need for time-consuming additional development or customizations specific to each broker.

The technology involved

Brokeree’s Social Trading extends the built-in cTrader copy trading functionality and allows brokers to seamlessly launch signal sharing across all connected servers. Thus traders with different MT4, MT5, and cTrader servers could share and copy each other’s trading strategies.

For brokers, Social Trading provides flexibility to configure clients’ trading conditions, risk-management tools and client attraction features. For instance, Mobile App helps brokers to stay with their clients even “on-the-go” and a Ratings Module facilitates the creation of interactive widgets, highlighting top providers, and fostering trading competitions on the brokers’ website.

Opinions

Andrey Kamyshanov, Co-founder and Managing Partner at Brokeree Solutions, commented, “This integration marks an important milestone, as it extends our reach and provides brokers with an innovative, flexible tool that allows them to offer multi-platform trading services to a wider audience. Our goal is to help brokers enhance their service offerings, attract more clients, and strengthen client relationships by delivering a seamless, high-quality copy trading experience.”

Ilia Iarovitcyn, CEO of Spotware, added, “cTrader is the only Open Trading Platform offering more than 100 partners solutions. The partnership with Brokeree Solutions reinforces our commitment to providing brokers and traders with a diverse and powerful suite of trading tools. Integrating Brokeree’s advanced Social Trading capabilities into the cTrader platform means our brokers can deliver an exceptional, cross-platform trading experience. It’s another step forward in making cTrader a one-stop solution for brokers and prop firms seeking growth through technology and innovation, providing their clients with the most sophisticated trading experience available.”

Additional information

In recent years, Brokeree Solutions has been developing advanced infrastructures that enable brokerages to operate seamlessly with different trading platforms. The company’s offerings already include flagship cross-server investment platforms and multi-platform solutions such as Liquidity Bridge and Exposure Manager. The following integration of Social Trading with cTrader is in line with this trend.

About Spotware

Spotware is a global FX/CFD technology provider with over 15 years of experience in delivering innovative trading platforms. The company has built a robust network of 250+ brokers and prop firms, including industry leaders like IC Markets, Pepperstone, and Funding Pips. With more than 8 million traders using cTrader, Spotware’s flagship platform, the latest version of cTrader sets a new standard in algorithmic trading by offering free cloud executions of and advanced plugin capabilities, further enhancing its unmatched transparency, reliability, and extensibility to provide premium experiences for all users.

About Brokeree Solutions

Founded in 2013, Brokeree Solutions has consistently enhanced the technology that multi-asset brokers around the world rely on. With its extensive experience aiding brokerages, this provider has contributed to developing innovative solutions, streamlining operational procedures, and setting up advanced risk management systems.

Brokeree’s flagship products include cross-server Social Trading, PAMM, and multi-platform Liquidity Bridge and are available for brokers operating on MT4, MT5, cTrader, and DXtrade CFD trading platforms. In addition, the company offers more than 50 solutions and tools that help brokers elevate their businesses in various areas, including client attraction, risk management, liquidity management, etc.

Social Trading

Brokeree Social Trading for MetaTrader offers a comprehensive copy trading platform with extensive customization for brokers and flexible trading options for users. It allows separate user interfaces for administrators, providers, and investors, tailoring the experience to each group’s needs:

1. Brokers can finely adjust business models and set specific trading conditions for different types of accounts, groups, and trading strategies;
2. For traders, the platform provides various copying modes, including equity-based, margin-based, and proportional copying, helping them to fine-tune the strategy to their risk profile;
3. Signal providers will appreciate the ability to set their own fee structures.

PAMM

Brokeree PAMM is a turnkey investment platform for brokers who want to introduce shared investment accounts. The solution complements MetaTrader’s abilities by dividing traders into two general groups: investors and money managers – experienced traders running shared funds.

Investors benefit from access to the profitable strategies of skilled professionals, while money managers gain profits through various fees.

As for brokers, with Brokeree PAMM, they may:

1. Extend their trading offering;
2. Boost trading volumes;
3. Attract new audiences of clients.

Risk management features include Stop-Loss levels, automatic confirmations for investor withdrawal requests, and protective measures against margin calls or stop-outs during withdrawals.

Brokeree Solutions’ Technological Offerings

Brokeree’s product portfolio covers almost every possible broker’s request for MetaTrader 4 and 5. Several key categories of solutions may level up the infrastructure of the brokerage business:

1. Portfolio and money management;
2. Risk mitigation;
3. Liquidity aggregation;
4. Bonus distribution;
5. Symbol configuration.

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Plumery Digital Lending offers market-leading speed with banks, digital lenders and other financial institutions who are able to launch their new lending products in as little as 18 weeks, allowing firms to triple their loan portfolio and capacity while maintaining the same staffing levels.

Many financial institutions are still unable to offer a fully digital loan origination process to customers, forcing them to partially complete a process online before finalising with human intervention. Yet, firms need to move quickly to stay competitive in today’s fast-paced world and benefit from the highest interest rates in a decade.

Ben Goldin, Founder and CEO of Plumery, said: “By transforming the loan origination process into a fully digital experience, banks and other financial institutions can meet the demand for seamless and efficient customer journeys. Firms can configure every aspect of the process, safe in the knowledge they are on top of bank-grade security and infrastructure.”

Digital Lending includes:

• Digital application through web and mobile interfaces
• Secure capture and storage of customer information
• Streamlined, compliant onboarding experience
• Automated application processing and data collection
• Integration with external data sources for accurate scoring and vindication
• AI/machine learning driven credit decisioning with customisable rules
• Digital document generation and e-signatures
• Loan disbursement and integration with core banking or loan management systems

With customer journeys built on the Plumery platform, firms can align with their unique workflows or adapt to changing regulatory requirements – and continue making rapid improvements from there. Plumery offers tools which both developers and business users can employ to make final adjustments, ensuring fast and affordable automation.

The post Plumery launches Digital Lending delivering loan application to disbursement in under three minutes appeared first on Fintech News.

Estas son algunas de las conclusiones del último informe del Centro de Geopolítica de Boston Consulting Group (BCG), “Great Powers, Geopolitics, and the Future of Trade”, publicado hoy.

“El comercio mundial superará los 29 billones de dólares en 2033, pero las rutas por las que viajarán estas mercancías están cambiando a un ritmo notable”, ha señalado Aparna Bharadwaj, managing director y partner en BCG, y global leader de Global Advantage Practice. “Las rutas comerciales ya se estaban desviando de los patrones históricos y los aranceles estadounidenses que se avecinan acelerarán esta tendencia. Navegar por estas nuevas dinámicas será crítico para cualquier negocio global”.

El informe analiza en detalle las regiones y los sectores que se podrían ver más afectados por la imposición de aranceles por parte de los Estados Unidos:

1. BCG modeló el impacto directo del escenario 60/25/20 (aranceles del 60% sobre los bienes chinos, un 25% sobre los bienes procedentes de Canadá y México, y un 20% sobre las importaciones de todos los demás países). Se estima que los aranceles añadirían 640.000 millones de dólares al coste de importación de bienes de los diez principales países importadores a EE. UU., sobre la base de los niveles de 2023, a menos que se encuentren fuentes o proveedores alternativos.
2. En cuanto a las categorías de productos importados por EE. UU., el mayor impacto se produciría en las piezas de automóvil y los vehículos de motor importados, lo que afectaría principalmente al comercio con México, la UE y Japón. Los productos electrónicos, la maquinaria eléctrica y los artículos de moda serían los más afectados por el aumento de los aranceles sobre los productos chinos. Se estima que un tipo arancelario del 60% añadiría 61.000 millones de dólares al coste de importación de productos electrónicos de consumo de China a EE. UU.

“El sistema de comercio mundial es demasiado volátil para que las empresas confíen únicamente en la probabilidad”, ha afirmado Michael McAdoo, partner de BCG y director de Global Trade and Investment. “Planificar escenarios y contar con planes de acción flexibles ayudará a las empresas a protegerse contra posibles inconvenientes y aprovechar nuevas oportunidades”.

Otras conclusiones del informe:

• América del Norte se consolida como un bloque comercial resistente, pero los aranceles y el USMCA podrían condicionar su futuro:

La relación comercial entre EE. UU., México y Canadá, reforzada por años de deslocalización cercana y amistosa para reducir la dependencia de las importaciones chinas, está contribuyendo al crecimiento económico de América del Norte.

Si se evitan los nuevos aranceles de EE. UU. sobre los productos mexicanos, se prevé que el comercio anual entre EE. UU. y México aumentará a 315.000 millones de dólares en 2033, lo que representa una tasa de crecimiento anual compuesta (CARG) del 4%; mientras que el comercio entre EE. UU. y Canadá crecerá unos 147.000 millones de dólares a medida que las empresas que abastecen a los mercados norteamericanos trasladen una mayor parte de sus cadenas de suministro a la región.

• China gira a los mercados del Sur Global:

Mientras el comercio de China con EE. UU. y la UE se ralentiza, está creciendo con fuerza con gran parte del resto del mundo. Se proyecta que el comercio bilateral anual con Occidente se contraerá en 221.000 millones de dólares a 2033, lo que representará un descenso medio anual del 1,2%.

El descenso de 159.000 millones de dólares en el comercio anual entre EE. UU. y China podría agudizarse si EE. UU. aumenta significativamente los aranceles sobre los productos chinos. En el escenario más extremo, se estima que esto reduciría aún más el comercio anual entre EE. UU. y China en torno a una cuarta parte. El coste de los bienes chinos importados aumentaría en más de 200.000 millones de dólares si no se dispone de fuentes alternativas y si los volúmenes de importación se mantienen constantes.

Se proyecta que el comercio de China con los países del Sur Global, por el contrario, aumentará en 1,25 billones de dólares o un CAGR de 5,9% para 2033. Este giro apoyará la agenda geopolítica de China de reducir su dependencia económica de Occidente y estrechar lazos con los principales mercados emergentes.

El crecimiento del comercio total de China se limitará al 2,7% anual durante la próxima década, muy por debajo de la estimación actual de crecimiento del PIB del 3,8%. Esto también es más lento que el crecimiento anual del 4% en el comercio que China disfrutó entre 2017 y 2022.

• El Sur Global está listo para ganar poder:

Uno de los acontecimientos más intrigantes -y menos anunciados- del comercio mundial es el creciente poder de las naciones del Sur Global. Este grupo de 133 países en desarrollo representa alrededor del 18% del PIB mundial y el 62% de la población mundial. También representa alrededor del 30% del comercio mundial. Se prevén varios cambios importantes en el comercio del Sur Global durante la próxima década.

Aunque el comercio con China seguirá creciendo con fuerza, el ritmo se ralentizará hasta el 5,9% de CAGR, frente al 7,5% de los últimos cinco años, a medida que maduren los procesos de fabricación locales.

Por el contrario, el comercio anual entre las propias naciones del Sur Global crecerá en 673.000 millones de dólares durante la próxima década, con un CARG que se acelerará hasta el 3,8%, frente al 2,8% del periodo 2017-2022. El comercio entre el Sur y el Norte también se acelerará, hasta el 3,7% de CAGR desde el 2,3% de los últimos cinco años, alcanzando los 1,67 billones de dólares anuales en 2033.

• La UE se centra en la competitividad:

Las tensiones geopolíticas, la preocupación por la seguridad energética y los desafíos regulatorios han llevado a los 27 países de la UE a replantearse sus relaciones comerciales tradicionales. Se prevé que el comercio bilateral con China se estanque en la próxima década. Se espera que el comercio con Rusia disminuya en unos 106.000 millones de dólares a 2033, a medida que la UE siga reduciendo las importaciones de energía rusa y aplicando sanciones económicas.

Se proyecta que el comercio total de la UE seguirá creciendo un 2% anual hasta 2033. El comercio anual con EE. UU. crecerá 303.000 millones de dólares durante la próxima década, impulsado en gran medida por las importaciones de GNL estadounidense por parte de la UE, mientras que se acelerará el comercio con India y África.

Las empresas también deben seguir de cerca las iniciativas europeas para impulsar su competitividad global en sectores estratégicos.

• Los países de la ASEAN ganan con la reestructuración comercial:

Esta región ha sido una de las mayores beneficiarias de los cambios en la producción impulsados por la geopolítica, como las tensiones comerciales entre EE. UU. y China. Se prevé que el comercio combinado de las naciones de la ASEAN crezca un 3,7% anual durante la próxima década, a medida que mejoren las capacidades de la industria de manufactura de la región y se profundice su participación en las cadenas de valor industrial.

Se prevé que la relación comercial de la ASEAN con China siga creciendo un 5,6% anual, hasta alcanzar los 558.000 millones de dólares en 2033, mientras que el comercio tanto con la UE como con EE. UU. se moderará.

• India avanza con fuerza:

India se está convirtiendo en la otra gran historia comercial del Sur Global, ya que mantiene relaciones favorables con la mayoría de las principales economías del mundo. Se proyecta un 6,4% de CAGR en el comercio total de la India hasta 2033, en torno a 1,8 billones de dólares anuales, en línea con su alto crecimiento del PIB. Entre los factores que impulsarán este crecimiento se encuentran la creciente popularidad de la India como base de producción para las empresas que buscan diversificar las cadenas de suministro concentradas en China, los cuantiosos incentivos gubernamentales para la fabricación, una enorme mano de obra de bajo coste y la rápida mejora de las infraestructuras.

“Para los líderes empresariales, nunca ha sido tan importante adelantarse a los acontecimientos”, ha afirmado Marc Gilbert, managing director y senior partner de BCG, y global leader del Centro de Geopolítica. “Seguir desarrollando cadenas de suministro ágiles y, lo que es más importante, asegurarse de que tienen la capacidad de percibir y reaccionar a los cambios geopolíticos, serán habilidades necesarias para operar en esta nueva realidad de cambios rápidos y grandes riesgos”.

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Las estrategias tradicionales que antes ofrecían resultados sólidos han quedado rezagadas frente a la exigencia de conectar con audiencias más fragmentadas y con expectativas en constante evolución. En este contexto, las agencias de comunicación deben liderar el camino, anticipando tendencias y asesorando a las marcas en la integración de nuevas herramientas y enfoques.

12 líneas que definirán la comunicación en 2025

La integración de la inteligencia artificial, la creciente importancia de los valores corporativos y el dominio de los canales digitales son solo algunas de las claves que marcarán el rumbo del sector y que las marcas deben considerar para mantenerse relevantes y efectivas en un panorama que cambia a gran velocidad.

1. Integración de la inteligencia artificial en las estrategias de comunicación. La inteligencia artificial (IA) se consolidará como una herramienta esencial en las relaciones públicas. Su capacidad para analizar grandes volúmenes de datos permitirá personalizar mensajes y optimizar estrategias. Además, herramientas impulsadas por IA, como los chatbots para atención al cliente y el software de monitoreo de medios, facilitarán la identificación de oportunidades y la gestión de crisis en tiempo real. No obstante, su utilidad va más allá: la IA también está transformando la generación de contenidos y presentaciones, ofreciendo borradores o ideas iniciales que después son revisadas y enriquecidas por los equipos creativos, convirtiéndose en un apoyo estratégico para las marcas.

2. Comunicación basada en valores. Los consumidores actuales valoran que las marcas compartan y promuevan principios como la sostenibilidad, la inclusión y la responsabilidad social. La autenticidad en la comunicación de estos valores será determinante para fortalecer la confianza y lealtad del público. En este sentido, las agencias deberán asesorar a las marcas en la identificación y difusión genuina de sus compromisos éticos.

Montserrat Arias, experta en comunicación de crisis y CEO de Bemypartner, señala: “Hoy más que nunca, la comunicación debe reflejar los valores reales de una marca. Las audiencias buscan autenticidad, y cualquier desconexión entre el discurso y las acciones se traduce en pérdida de confianza y puede suponer el inicio de una crisis reputacional”.

3. Respuestas inmediatas y visuales. La rapidez en la comunicación, combinada con formatos audiovisuales impactantes, está marcando la diferencia en las estrategias de marca. Los carteles digitales y contenidos dinámicos permiten adaptar mensajes en tiempo real para reflejar tendencias, acontecimientos o responder a la audiencia. Este enfoque capta la atención de la audiencia a la vez que proyecta una imagen de marca ágil, moderna y en sintonía con su público.

4. Colaboración estratégica con influencers. El marketing de influencers continuará su expansión, con un enfoque renovado hacia los microinfluencers, quienes cuentan con audiencias específicas y altamente comprometidas. En este sentido, se dará un creciente interés por los influencers líderes de opinión, creadores de contenido que no solo tienen seguidores, sino también un profundo conocimiento y autoridad en sectores concretos. Estas colaboraciones, fundamentadas en credibilidad y alineación de valores resultarán clave para generar confianza y relevancia, con un papel esencial de las agencias en la selección y gestión de estas alianzas estratégicas.

5. Inmediatez en la comunicación con los públicos. Las audiencias exigirán cada vez más rapidez en las respuestas, con interacciones rápidas y efectivas. Redes sociales, mensajes dinámicos y canales directos se convierten en herramientas clave para proyectar una imagen ágil y cercana de las empresas. Montserrat Arias, CEO de Bemypartner, destaca: “La rapidez ya no es una opción; es una necesidad. Las marcas que reaccionen con mensajes claros y visualmente atractivos lograrán liderar la conversación y conectar mejor con su público”.

6. Sostenibilidad y responsabilidad social como ejes centrales. La sostenibilidad y la responsabilidad social corporativa se consolidarán como requisitos obligatorios en la comunicación de las marcas. Las empresas deberán demostrar su compromiso con prácticas responsables, tanto a través de mensajes, como mediante acciones concretas y tangibles que reflejen sus valores y contribuyan positivamente a la sociedad y al medio ambiente.

7. Enfoque en la experiencia del cliente. La comunicación se orientará cada vez más a mejorar la experiencia del cliente, creando interacciones personalizadas y significativas. Las estrategias de relaciones públicas deberán considerar el recorrido completo del cliente, desde el primer contacto hasta la fidelización, asegurando una comunicación coherente y centrada en sus necesidades y expectativas.

8. Medición avanzada del impacto de las campañas. La evaluación precisa del retorno de inversión en relaciones públicas será indispensable. Deberán contar con herramientas analíticas para medir la cobertura mediática, el engagement en redes sociales y las conversiones, que proporcionen datos reales para la toma de decisiones y la optimización de estrategias futuras.

9. La creatividad como motor de la viralidad. La creatividad sigue siendo el gran diferenciador. Las campañas que sorprenden emocionan o rompen esquemas son las que se hacen con la atención de la audiencia y se convierten en tendencias virales. Aquellas marcas que quieran asegurar su posición en el top of mind de los consumidores tendrán que innovar en formatos y narrativas para mantener la atención de su público en un mercado tan competitivo como el actual.

10. Gestión de crisis ante desafíos digitales y reputacionales. El incremento de riesgos asociados a la protección de datos, la ciberseguridad y la creciente exposición en redes sociales ha puesto de manifiesto la necesidad de una gestión de crisis más proactiva y estratégica. Las marcas deben contar con protocolos bien definidos y equipos preparados para actuar con rapidez y precisión frente a posibles incidentes. Las agencias jugarán un papel fundamental, anticipándose a estos escenarios y diseñando respuestas que minimicen el impacto en la reputación corporativa.

11. Comunicación interna y talent marketing. La comunicación interna seguirá ganando protagonismo como una herramienta clave para las empresas, en un momento en el que la atracción y retención del talento son prioritarias. La inversión en talent marketing, combinada con estrategias que refuercen la conexión emocional de los empleados con sus compañías, se está convirtiendo en una tendencia al alza. Campañas dirigidas a fortalecer la cultura corporativa y generar compromiso interno son esenciales para mantener a los equipos motivados y proyectar una imagen coherente y auténtica al exterior. Esta disciplina está evolucionando para ser una de las áreas de mayor impacto dentro de la comunicación empresarial.

12. Rol estratégico de las agencias de comunicación. Las agencias de comunicación están adoptando un papel más estratégico que nunca. Ya no se limitan a gestionar notas de prensa o planificar eventos, sino que se han convertido en socios integrales que guían a las marcas en su narrativa global. En 2025, el enfoque estará en combinar creatividad con análisis de datos para tomar decisiones basadas en información precisa y en tiempo real.

“El éxito de una agencia hoy no radica solo en ejecutar acciones, sino en ser un verdadero aliado estratégico que anticipe escenarios y ofrezca soluciones personalizadas para cada marca y para mantener su conexión con un público que año tras año es más exigente”, concluye la experta.

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