The World Cup can create winning insight for real-time marketing

No doubt many conversations in the office today have focused on Brazil’s performance in the World Cup semi-final against Germany last night (8 July) after the home nation lost 7-1 to the Germans. And as much as Brazil’s team will learn from the match, so can brand marketers.   

Mindi Chahal

Brands quick off the mark can use real-time insight for marketing to engage with audiences at their most active. 

I’m not talking about the image of Brazilian player Neymar and the sponsorship image which shows him holding a can of 7UP doing the rounds on social media – free publicity or ‘organic reach’ for the fizzy drink, but adapting and creating campaigns based on the outcome of each match. 

Tesco, for example, is running an ad for an offer on Brahma with the line ‘bottled it’ running below an image of the Brazilian beer and I’m sure it won’t be the only brand to take advantage of running relevant ads.  

Online advertising technology specialist Criteo has also analysed online buying behaviour during world cup matches, in particular the England versus Uruguay match that took place in June. 

The insight shows that online sales soared in the three hours leading up to the match but then dropped by 15 per cent once the game had kicked off. 

In addition, the insight shows that the last 15 minutes of the game saw the biggest drop in sales of the whole match (13 per cent), as people concentrated on the game hoping for an England comeback, however no such drop off was seen in the final 15 minutes of England’s match against Costa Rica as the result had no impact on our chances of going through to the next round.   

Criteo believes, and I agree, that this kind of insight is crucial for marketers to understand in order to know when it is most effective for them to engage with their customers during major national events. Its vice president of product Patrick Wyatt encourages brands and retailers to consider buying patterns of consumers and potential consumers. 

“Central to this insight is being able to collate, access, analyse and interpret the right data cost effectively in real time,” he claims.

Real-time insight is not only becoming more prevalent in research methods, it’s also becoming necessary in order to reach consumers at key moments and with more brands jumping on real-time marketing the opportunities to watch, learn and eventually do are rising. 

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