Social media marketing: organic or paid ads?
Social media has changed a lot in recent years. There was a time when all you had to do was publish a good post to reach almost all of your followers. Today, anyone who works in social media marketing knows that those days are long gone: algorithms have rewritten the rules of the game. That’s […]
Performance Marketing | Strategy to Boost Your Brand
You invest in ads, post on social media, and create content, but at the end of the month, the question remains: what brought results? Performance marketing answers this question because each action has clear objectives and numbers that show the return. You don’t need to be a data expert to benefit from this approach. You […]
How to internationalize your company with UpWeGo
Selling across borders is no longer an exclusive privilege of large multinational corporations. Today, thanks to digital technology, a Portuguese SME can reach customers in Spain, France, or the United States. But internationalize your company requires much more than translating your website and waiting for the first orders. Where to begin? Which entry model makes […]
Optimization for AI Engines: Why isn’t your brand showing up?
For a long time, digital visibility was measured by Google rankings. If a website appeared in the top results for an important search, there was a good chance of attracting visits and generating business opportunities. This principle still holds true, but the way people search is changing. Instead of analyzing a page of results, many […]
The best marketing books of 2026: a complete guide by function and need.
Every year, lists of marketing books appear. Almost all of them repeat the same titles, almost all of them offer the same generic praise, and almost none of them say the most important thing: what does that marketing book change in your work on Monday morning? This list is different, and it’s different for a […]
Marketing has changed. So have we.
Written collaboratively, across different time zones, by Daniela Silva, Daniel Oliveira, and Michel Dattani, founders of Up We Go, this article reflects on the future of creativity, artificial intelligence, and marketing agencies. This is not just another article about AI, but a manifesto, because we believe that the best digital agencies are not those that […]
Choosing the best digital marketing agency? Ask yourself these 10 questions first
Choosing a digital marketing agency is a decision that will directly influence your company’s growth. You’re not just hiring an agency; you’re choosing who will help build your brand awareness, define your strategy, and transform business objectives into results. However, with so many agencies on the market, it’s natural to wonder: how do you choose […]
The biggest mistake in lead generation? Following a different path for each channel.
Most companies believe that the problem with lead generation lies in a lack of investment. In reality, the problem is often something else: the different digital marketing channels don’t work together. It’s common to find companies with an agency managing social media, a freelancer responsible for the website, an in-house team creating content, another company […]
In conversation with AKA People: the impact of the new recruitment laws
From June 7, 2026, the European Pay Transparency Directive will come into effect, a measure that aims to promote greater pay equity and help reduce the gender pay gap. We spoke with AKA People , a specialist in recruitment and talent management, to understand what is changing, what companies should start doing today, and how recruitment communication […]
The 2026 World Cup on the Horizon: How Brands Can Take the Field (Without Scoring an Own Goal)
Every four years, a curious phenomenon occurs: people who have never watched a full football match become experts on tactics, referees, and team selections. Balconies fill with flags, Instagram feeds are full of armchair coaches, and brands go into championship mode! So, if you’re thinking of using the 2026 World Cup to increase your brand’s […]