Event shows that there are only 180 thousand journey opportunities per consumer
One of the most anticipated calendar dates of the year, Black Friday is already mobilizing the agency and advertiser market for November 24th. With an eye on business opportunities, Google held this Thursday (28) at the Brazilian Arts Pavillion in Ibirapuera Park, in So Paulo, the Black Friday 2023 event, organized by businessman Marcelo Lenhard’s Hands agency.
Around 1,200 professionals interested in learning about Google’s strategy to develop tailored campaigns to attract consumers in search of promotions to physical and digital retail, trademark data. Hands brought 57 people from its own team and another 600 outsourced employees to support the demand.
The event divided into two environments. The plenary session features the voices of executives such as the president of Google, Fbio Coelho, and Gleidys Saldanha, business director for the retail segment. She states that there are 180 thousand possibilities for consumer journeys available by Google through tools such as Artificial Intelligence.
The other area is the Sandbox space, which brings together Google’s product basket for the market to use on Black Friday this year. The idea is to generate playful experiences to show the marketing communication power of YouTube, SEO, Cloud, PMAX and measurement metrics. Upon entering the Sandbox, a sea of scenic balls represent the universe of data offered by Google to generate reach, new demands and engagement.
In the PMAX area, for example, Hands created an activity illustrated by making a cupcake. The mass is the same, but the complements require creativity to leave the commodity and produce something different: advertisements, packaging, promotions. The plan knows how to guide the correct briefing for the tool to guarantee performance. a synesthetic environment to add emotion to data and artificial intelligence, explains Marcelo Lenhard.
Gleidys Saldanha kicked off the event on video where she played an embolada opposite the duo Caju e Castanha. But Gleidys doesn’t want brands, products and services to get tangled up with its strategies.
Google, having been in Brazil for 18 years and 25 since its founding, has learned a lot from the Brazilian market. Brazil is one of the most mature countries in terms of solutions. Brazilians grew in confidence again after the pandemic with journeys in which digital played a fundamental role. Technological evolution is at hand. And a favorable search context that is 24% higher than in 2022. Without the World Cup and elections, there are more possibilities for diversification. Supplements, perfumery and cosmetics are growing a lot. But there are heterogeneities. Interest in Air Fryers grows by 170% and sewing machines by just 7%. Look at opportunities and move beyond the logic of the mass of offers to seek out the mass of people to produce intelligent investment. Retailers will handle 180,000 consumer journeys. In other words, navigate the multiple journey. We are in an era enabled by artificial intelligence to deliver efficient results. One certainty: Google is ready to meet demands, explains Gleidys Saldanha.
