Understanding consumer behavior has become a strategic priority for large companies, like iFood, that increasingly invest in hiring specialized analysts to monitor trends, identify potential crises and explore new opportunities, according to Ana Gabriela Lopes, marketing director of the company. Brands that can capture and interpret the signals emitted by consumers on social media get ahead by creating advertising campaigns that truly connect with the audience, for they have the power to anticipate strategies and understand consumer behavior.
Camilo Moraes, director of strategy and business at Sobe* Communication and Business, advertising agency in the southern region of the country, comment on the challenge of balancing data and creativity within agencies"Today, it's not enough to have a good creative idea. It is essential to understand consumer behavior in a deep and constant way. Brands need to pay attention to what people are saying and doing, to create campaigns that truly make sense and bring results in all their aspects. The challenge is to transform raw data into effective strategies that generate engagement and relevance. AND, therefore, the importance of having specialized collaborators in this strategic vision.”
For the founder of the Croma Group, Edmar Bulla, this change in mindset within companies is important"The advertising market is undergoing a moment of transformation", in which data plays a central role in the creation of campaigns. Companies that manage to combine behavioral analysis and creativity will have a significant competitive advantage.”
By betting on hiring professionals capable of interpreting data and translating behaviors into advertising strategies, brands ensure more precise campaigns connected to the audience's expectations. The movement reinforces the importance of market intelligence and constant adaptation to social and digital changes. The agencies have the mission of understanding the business as well as the client
