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26 percent of consumers in the world, including Santa and the Kings, began their purchases before the end of the year holidays.
In 2023, it is estimated that Three Kings Day will leave an economic spill of 20 billion pesos.
Search for keywords such as “good, nice and cheap” grew 40 percent globally.
As every year, brands are adapting to the trends that exist in the world, especially when there have been changes thanks to the Covid-19 pandemic, or other scenarios such as the war between Russia and Ukraine. Once again, Three Kings Day arrives, a holiday that, like Christmas and New Year, are important dates for sales, so advertising strategies have to be relevant to attract the attention of millions of consumers.
A day awaited by many children and not so children is coming, in which gifts, family gatherings, magic and illusion are the main protagonists, especially the marketing.
As every year, this 2023, according to data from the Confederation of National Chambers of Commerce, Services and Tourism (Concanaco Servytur), This celebration will leave an economic benefit of 20 billion pesos, amount which represents an increase of 17.64 percent compared to last year’s sales.
In this sense, the products with the greatest demand will be toys, electronic items such as video games, tablets, cell phones, consoles and computers, perfumes, as well as clothing and footwear. While in the sale of the Rosca de Reyes, it is estimated that, on average, 4 million Rosca de Reyes are sold in Mexico every year, which benefits more than 7,500 national bakeries and pastry shops.
Attract consumers this Three Kings Day
Marketing is one of the essential tools when it comes to making a brand visible in the market. It can be Christmas, Valentine’s Day, Halloween or even Day of the Dead, brands join the strategies to attract consumers to their products.
Currently, brands have planned their marketing strategies with more time and all this due to the global panorama that is registered in the world, as an example the global inflation caused by the two years of pandemic.
“Today the key for brands to achieve relevance and increase their sales is hyper-personalization. From personalized digital advertising, brands can establish a closer connection with their potential customers: it is about seeking constant and effective relationships, offering their audiences what they need, at the right time. In this process, digital technologies, especially AI, play a fundamental role,” says Iván Santos Muñoz, Country Manager of Groovinads in Mexico.
In this context, brands are looking for new ways to communicate and be relevant to increase their sales, for example, with the use of MarTech, which consists of the use of digital tools to improve marketing strategies and according to Groovinads specialists, brands are implementing this technology in their strategies.
When we define MarTech, we can describe it as the software marketers use to optimize marketing efforts and achieving objectives. Leverage technology to plan, execute, and measure campaigns and other marketing tactics.
Among the strategies that brands are using this technology this Three Kings Day, there is precise segmentation, which is essential to reach the precise audience with campaigns, according to their habits and preferences, combining these characteristics with other factors such as, for example, different times of the day, special dates, among other relevant circumstances when communicating.
Other strategies are geolocation in your marketing campaigns, which is the ability to obtain the real location of the audiences to offer them the best options closest to their home. For example, to increase visits to its physical stores, a retailer can use AI-supported solutions.
Also, before the digitization of the world, consumers are attracted to brands that offer them new forms of content, so the strategies for this date must have new ways to captivate audiences. All this is achieved with video advertisements, also known as Video Ads, which arrive through channels such as YouTube, social networks such as Facebook or Instagram and on Connected TV platforms.
And this is how the marketing industry has also updated itself to the tastes of new consumers, who demand other things and look for brands that are connected to them.
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