Children's Day in Brazil has established itself as one of the most important seasonal dates for the advertising market and retail. Seeking assertiveness in their campaign strategies, brands and agencies aim to personalize their approaches by using insights and data about consumer behavior across different channels and moments in the purchase journey.
Thinking about it, theLogan, a multinational company that offers a multichannel media structure and smart data, through Super Small Data, the company's data processing engine, based on data on the behavior of smartphone users, checking their geolocation journeys and screen consumption, carried out a study based on millions of pieces of information collected and screens.
“To optimize marketing strategies, it is essential to work with dynamic and cross-referenced data that offers a deep understanding of the audience profile. The use of data analysis tools allows us to identify trends, behaviors and preferences, which is essential for creating effective planning,” says Fábio Sant'Anna, Head of Sales at Logan Brasil.
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 purchase products in physical stores, as they prefer experiences that range from asking questions or trying out products to receiving personal feedback from salespeople. Approximately 68% of these consume some content on connected TVs, and almost all of them are exposed to some type of outdoor media.
- Children and Young People, between 12 and 17 years old
Young people aged 12 to 17: Approximately 72% of this age group are present on online channels and actively influence purchasing decisions. Additionally, 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, around 70% of this group makes their purchases in person, while 40% consume content on connected TVs.
“This data provides a solid basis for advertisers to personalize their campaigns according to the preferences of each audience, providing more effective communication and relevant shopping experiences.”, comments Fábio about the advantages of understanding this data to develop a sales strategy.
With knowledge of consumption trends and consumer behavior, as well as the integration of dynamic and cross-referenced data, advertisers and agencies can develop more effective campaigns that not only drive sales but also create memorable experiences for consumers. Investing wisely on this date can yield significant results and long-term loyalty, strengthening the relationship between brands and consumers.
