Children's Day in Brazil has established itself as one of the most relevant seasonal dates for the advertising market and retail. Seeking assertiveness in the strategies of your campaigns, brands and agencies aim to personalize their approaches, using insights and data about consumer behavior across different channels and moments in the buying journey.
Thinking about it, a Logan, multinational that offers a multichannel media structure and smart data, through Super Small Data, company data processing engine, based on data from smartphone user behavior, checking your geolocation journeys and screen usage, conducted a study based on the millions of gathered information and screens
To optimize marketing strategies, it is essential to work with dynamic and cross-referenced data that provide a deep understanding of the audience profile. The use of data analysis tools allows for the identification of trends, behaviors and preferences, what is essential to outline an effective planning, comment Fábio Sant’Anna, Head of Sales at Logan Brazil
See some of the main clippings identified by the tool:
- Parents between 25 and 45 years old
This audience represents about 30 million individuals. Of these, approximately 60% are expected to buy products in physical stores, because they opt for experiences that can range from answering questions, or you try the products, to receive personal returns from the sellers. Approximately 68% of these consume some content on connected TVs and almost their entirety is exposed to some type of outdoor media
- Children and Youth, between 12 and 17 years old
Young people aged 12 to 17: Approximately 72% of this age group is present on online channels and actively influence purchasing decisions. Furthermore, 75% consume content on connected TVs and are impacted by outdoor media
- People 60+ years old
With a strong preference for shopping in physical stores, about 70% of this group makes their purchases in person, while 40% consume content on connected TVs
These data provide a solid foundation for advertisers to customize their campaigns according to the preferences of each audience, providing more effective communication and relevant shopping experiences.”, Fábio comments on the advantages of understanding this data to develop a sales strategy
With the knowledge of consumption trends and consumer behavior, as well as the integration of dynamic and cross data, advertisers and agencies can develop more effective campaigns, that not only drive sales, but also create memorable experiences for consumers. Investing intelligently on this date can bring significant results and long-term loyalty, solidifying the relationship between brands and consumers
