After the pandemic, with the emergence of new forms of consumption, conversations with the target are increasingly omnichannel
If digital was already getting stronger and stronger, in the pandemic, it took root once and for all in the lives of Brazilians. The proof is the numbers of e-commerce that, during the confinement, in fact, took off. A study carried out by Neotrust revealed that the segment broke a revenue record in 2021, when it totaled BRL 161 billion, a growth of 26.9% compared to 2020.
Since then, consumer habits have changed. With digital more present in people’s daily lives, the way of consuming has become omnichannel. A survey by All In Social Miner in partnership with Opinion Box showed that 60% of people buy both in physical stores and online. The survey also showed that the reason for buying online is due to the fact that consumers perceive it to be cheaper (48%), and to find offers (48%).
Once faced with this scenario, the challenge that remains for executives and marketing professionals is: what are the tools to talk to a target whose consumption is increasingly dispersed?
“On and Off mobile synchronization tools add value and complement campaigns, reduce their dispersion and provide a great source of consumer data. Only the target will be re-impacted by mobile, further reinforcing the brand’s goals”, said Rodolfo Darakdjian, CEO of OPL Digital, Mobile 360° media platform.
Through solutions such as Geolocation, TV Sync, Rádio Sync, Mobile Digital Out Of Home (MDOOH), among others, OPL Digital’s main objective is to generate quality traffic directed to the brand, combining offline and online media. With the synchronization of multiplatform ads, it is possible to impact the target at different times of your day.
Head of sales of the OPL Digital platform, Ana Matozo explains that, when going through an OOH face, listening to the radio in the car, watching a reality show or a favorite team game, for example, the consumer will be impacted by the same ad on the screen of your cell phone – that is, increased coverage and effectiveness of the campaign.
“As we are all the time with the cell phone in hand, even when we are consuming other screens, the focus is always to promote a call to action, an immediacy of response”, said the executive.
For Rodrigo Spedanieri, commercial director at AD+R Media Company, the investment of large clients in small squares demands much more effort than in large centers.
“Our strategy in the case of this client was to “talk” better with the target through OPL Digital’s technology: when users passed through the campaign’s OOH points, they were re-impacted by cell phone. The return on the application of this strategy was very efficient and satisfactory for the client. In addition, understanding the off audience after the campaign brings us relevant information for the next steps”, said Digão.
With the pandemic and the increase in new purchase models, the strategy to be more accurate in communication with the consumer involves omnichannel. “We have created new habits that increasingly ask for proximity and assertiveness at the time of purchase and, given that, there are several points of contact to talk to this target and, mainly, to generate business”.
