With the Word Cup starting just before Black Friday and finishing in the final build-up to Christmas, the tournament could bridge the gap between the two seasonal events – especially if home nations go the distance in Qatar.
Retailers may need to consider extending the trading season to take advantage of consumer demand while remaining flexible. The outcome of individual matches will drastically impact trading in the following days (especially during the knockout phase) and the tone of this year’s marketing campaigns will need to respond very quickly.
Respond to demand with automation
With the consumer landscape in a constant gambling database state of change during the World Cup, retailers will need to respond instantly to shifts in demand. Intelligent automation will be crucial for tracking sentiment in real-time and tools like automated bidding will allow companies to maximise visibility at the key moments.
In a tournament like the World Cup, consumer demand can flip from a single goal, red card or dodgy VAR decision. Moments on the pitch (and, sometimes, off it) can influence an entire nation’s mindset and retailers need to hit the right tone with their marketing messages, every step of the way.
Remove the uncertainty with search analytics
Retailers will need to respond to changing programmatic advertising: the power of big data consumer demand on a game-by-game basis, especially if teams progress to the latter stages. Marketing teams will have to create campaigns for both wins and losses, choosing which campaign to run with as the ref blows the final whistle.
As we saw during the peak of the Covid-19 pandemic, search data provides the real-time insights marketers need to make informed decisions on the fly during uncertain times. This will be equally true during Q4 2022 with the unpredictability of the first winter World Cup. Marketers can’t rely on historical data or the same strategies they’ve used in the past for the festive period.
The companies that stay tapped into search data to track consumer demand in real-time and use automation to respond as quickly as possible will be the biggest winter winners this year.
Is your analytics system responsive enough for winter 2022?
If your analytics system isn’t responsive europe email enough to track consumer demand in real-time, or you just need help optimising your campaigns, our PPC and data scientists can help. Call us on 023 9283 0281 or fill out the contact form and we’ll be in touch.
