November 20th, the most awaited date for football lovers is coming. After two years in which we found ourselves in a pandemic scenario, the World Cup is “turning the corner”. For the fans on duty, who have been waiting for the event for four years, it’s a lot of emotion!
And it is about “emotion” that I want to deal here. The feeling dammed up by the fan becomes a cannonball when we bring the universe of digital marketing to the analysis. The World Cup is the golden opportunity for brands that want to reach or grow their target audience.
And this year, online retail will also be boosted by the proximity of Black Friday and Christmas, boosting even more the desire to buy. “Super November”, as it is being called by advertisers, is provoking a veritable championship among brands in the digital environment.
Therefore, understanding the profile of consumers at this moment is crucial, because, naturally intensified by the passion for sport, engagement is very peculiar. The challenge of coordinating this national feeling and driving fans to satisfy their consumer desires is the ‘x’ of the issue for digital marketing strategists.
Segmented audiences are able to unravel the consumer profile
According to the Data Stories study by Kantar IBOPE Media, “Marks on the field! Football and the media inside and outside the 4 lines” (May 2022 issue), 68% of connected Brazilians are soccer fans, with 4 of every 10 admirers being women. The study also shows that sports fans are above the national average when it comes to using the internet to plan their purchases, with 54% using the tool frequently for this purpose, compared to 45% of the national average.
Investing in digital campaigns demands more and more assertiveness. And if there’s one thing technology allows us to do, it’s to segment our audiences more and more, so that the message reaches the right person and at the moment when the desire to buy is at its peak. Something that is only possible when we have the data collected and segmented in our bases and we know how to operate them masterfully.
Data marketing brings more assertiveness to online campaigns
Bringing data to the media strategy is essential to understand the consumer, be it the game fanatic or the more relaxed one, since, in general, people are impacted by the emotional wave that overflows in this period, promoting encounters of all kinds, among friends and family, in their homes, offices, bars and restaurants, in short, where fans can gather around a single purpose: the passion for Brazil.
Behavior driven by passion is a great driver for breaking consumer paradigms, boosting leads and sales of various products, from beverages and food, to technological items, such as smart TVs and electronics in general. Segmentations also reflect new interaction formats between users, brands and teams, bringing people interested in football betting apps and streams which will broadcast the World Cup.
Public engagement on social media goes beyond any other retail period or date. At this point, brands must bring segmented data into their media strategy, leveraging information beyond the brands’ direct channel. Among the opportunities, it is possible to find users interested in sponsors, both for the tournament and for the main teams in Latin America.
Understanding the consumer when he is not directly connected with the brand, what he does when he is at the bar or watching a football game is the biggest challenge, and also the great opportunity, because, in direct communication with the brands, the person receives competitor information as well. Thus, segmented data helps to reduce dispersion, generating more assertiveness for campaigns.
When data is applied to the strategy, the advertiser has information such as, for example: affinities, interests, level of purchase intention, types of applications installed by the user, and many others that, combined, provide ammunition for the strategic communication of the brand , in fact, find your correct audience. The level of detail in the consumer profile provides greater clarity about who the ad should impact, avoiding waste and random rejection of a brand for having reached the wrong audience.
In the case of women, for example, this niche represents a great opportunity for brands, especially for women’s products, which can explore this infinite universe so little explored during the World Cup.
In this context, working on brand awareness is as important to build the relationship with the consumer as it is also to focus on the consideration and conversion stages. The challenge for advertisers in this Qatar Cup is to be closer to the final consumer, reaching their target audience wherever they are in the digital environment. Creativity will be tested before, during and after the tournament, and delighting and thrilling fans of the “state of the art” of football will be mandatory. The betting dice are already rolling. It remains to be seen which data your company will choose to be the champion.
Article originally written by Tamiris Gomes, Account Executive Retargetly Brasil.
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