According to a survey conducted by Microsoft, clicks on ads related to Consumer Day throughout the month of February this year increased by 29%, compared to the same period of the previous year. The data indicates a growth in the importance of the period for consumers and reveals to advertisers the need for extended campaigns to capture the attention of buyers. The research also shows that searches for promotions may continue until the week following the event (March 15).
Previously, a survey by E-Commerce Brazil showed that Consumer Day is already in fourth place (31,1%) in customer preference regarding commemorative dates that involve financial planning, surpassing Children's Day (21,9%) and falling behind only Black Friday (54,7%), Natal (46,7%) and Mother's and Father's Day (33,7%).
During the month of March 2024, the most searched purchase categories, according to Microsoft, electronic forms (62%), followed by travel and tourism with 17%, clothing with 12% and retail in general with 2%. In the case of 'travel and tourism', 'clothing' and 'retail', the peak of interest in searches occurred after the main date, while electronic and personal care items, like beauty and aesthetic products, there were more searches in the previous week and they continued to appear in searches after the date.
The searches throughout the entire period (March 2024) showed another trend. According to the survey, 57% of user searches did not contain specifications, that is, they only mentioned the desired product or service, what can indicate that consumers are open to different brands while looking for deals. The terms that stood out the most in the searches within the mentioned categories, "cell phone", air ticket, "bag", gaming laptop, among others.
According to José Melchert, Ads director of Microsoft Brazil, the differentiation of the brand is fundamental, but there are other strong appeals such as competitive prices and targeted ads, that help capture undecided buyers. The diversification of ad formats and the use of audience networks based on users' interests and behaviors is essential to reach an engaged audience, increasing the visibility and effectiveness of campaigns, explain.
According to the survey by Microsoft, 35% of retail conversions on this date can be attributed to the so-called "Audience Ads", that take into account user behavior and interests on the internet to reach a specific audience, highlighting the effectiveness of this strategy.
Opportunities with Generative AI
For Melchert, on dates like Consumer Day, the use of artificial intelligence is essential for the development of strategies and data analysis. "We have several advancements in ad segmentation and personalization", driven by AI, that offers brands new opportunities to optimize campaigns and stand out on Consumer Day. For example, it is possible to analyze large volumes of data in real time to identify consumer behavior patterns, resulting in personalized recommendations that significantly increase conversion rates, say.
A Microsoft announced, at the beginning of the month, new features for advertisers aimed at increasing audience engagement. Among the news is theMicrosoft Showroom Ads, that recreates the experience of a physical showroom in the digital environment, allowing users to explore products in an immersive and interactive way. The Dynamic Filters solution helps facilitate conversion by allowing users to refine their searches quickly and intuitively, presenting the most relevant product options based on individual preferences, as specific physical characteristics.
Another innovation is the dynamic generation of ads (Dynamic Search Ads – DSA, that uses search history to create personalized ads, improving click-through rates and the effectiveness of campaigns. Microsoft Advertising has also expanded app campaigns to include popular games and integration with the Windows Start menu and the Microsoft Store, what allows for the increase in the reach of campaigns.
"The future of customer experiences is conversational". More and more, consumers use Artificial Intelligence tools, like chats and searches, to get informed and make decisions. Being prepared to enter this conversation as a facilitator of the decision-making process is a great opportunity for brands. We are talking about "promptable brands", that provide content combined with ads, increasing the visibility and effectiveness of campaigns, Melchert analysis.
