MMA, GroupM and Amazon Promoting have launched the ‘Decoding Client conduct and Profitable the 2021 Festive season’ Playbook, a handbook for entrepreneurs on anticipated shopper sentiment together with beneficial methods for Diwali this 12 months. The 2021 Diwali festive season will probably be an unprecedented take a look at for entrepreneurs. As consumption is on a pure upswing post-pandemic restrictions, manufacturers need to standout and seize the mindshare among the many new-age ‘digital’ customers.
A number of manufacturers have deferred their product launches and are relying on the festive season to drive incremental attain and gross sales. In consequence, buying aisles will probably be chock-a-block with new launches supported by high-decibel advertising campaigns. On the identical time, shopper journeys have develop into extra complicated and non-linear, and the position of digital has develop into extra outstanding throughout the journey. In consequence, this festive season would require entrepreneurs to re-think their media methods with a view to achieve success.
This playbook will assist manufacturers in making environment friendly selections round their media technique in the course of the festive season. It captures insights round shopper sentiment and marketer expectations for the upcoming festive season, together with implications and suggestions for advertisers. The playbook is predicated on findings from a shopper survey, model marketer survey, and inputs from key opinion leaders.
Obtain the playbook here.
Just a few takeaways from the playbook:
- Client sentiment stays optimistic: ~50% of customers are prone to enhance their festive spends this 12 months
- Shoppers are nonetheless not absolutely selected their buy: 62% of customers are at present undecided in regards to the product/model selection
- Digital channels will probably be essential throughout the journey: ~80% of shopper journeys will probably be ‘digital’ influenced and 77% of endemic journeys will contain amazon.in
- Manufacturers ought to leverage a number of touchpoints: Be seen throughout touchpoints leveraging Related TV, Video, Search promoting and so forth., to drive lively/passive discovery and leverage ‘effectivity’ associated metrics to evaluate efficiency holistically
Moneka Khurana, Nation Head, MMA India, commented, “MMA is proud to have co-authored the white paper in collaboration with GroupM and Amazon Promoting to supply the much-needed insights and steering for the upcoming festive season for the ecosystem serving to manufacturers navigate the difficult instances, and drive optimum visibility and efficiency. 76% of entrepreneurs talked about they are going to be allocating extra spends for digital as in comparison with final 12 months. Therefore it’s key to grasp omnichannel customers higher within the altering instances as we proceed to drive the narrative of shaping the way forward for advertising.”
Tushar Vyas, President – Progress and Transformation, GroupM South Asia, commented, “Digital affect in shopper journeys has elevated considerably whereas the e-commerce adoption has accelerated in final 18 months. Therefore, Digital is not any extra a assist media platform however is core to media plans. Ecommerce platforms supply manufacturers the chance to hand-hold customers throughout the acquisition funnel by not solely aiding in lively/passive model discovery but in addition in closing the loop by measuring efficiency objectively. This playbook incorporates a number of key insights and is a must-read for any marketer who’s planning for the festive season.”
Vijay Iyer, Director-Advert Gross sales, Amazon Promoting India commented, “Digital is part of our lives now like by no means earlier than and the affect is simply rising. Ecommerce portals act as gateways to this world that we’re so shortly embracing and are enjoying an important position in model and product discovery. For entrepreneurs, this presents an unprecedented alternative – to have the ability to establish and leverage buyer intent at an unprecedented scale. This playbook will assist manufacturers in not solely sharpening their on-line technique however will redefine how they measure and drive enterprise outcomes.”
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