Facebook India has released its marketing playbook for this festive season. According to their research - social video, influencers, immersive experiences, and conversational marketing will aid the discovery of brands and drive festive shopping during the year.
The festive playbook brings together insights from Facebook commissioned researches, most notably with YouGov, GFK, Ipsos and CrowdDNA.
It added that, of the online shoppers who use Facebook platforms weekly, 96% ultimately purchased fashion, beauty, furniture or consumer electronic products they discovered on the platform.
According to an Ipsos study (commissioned by Facebook), 45% of purchase decisions stem from influencers.
About 81% think immersive technologies like augmented reality can bridge the gap between online and offline.
YouGov reports festive shopping influenced by virtual demos, with 58% in apparel, 59% in health and beauty, 64% in cars, and 59% for mobile phones.
Arun Srinivas, director, global business group, Facebook India, said, “The intent to spend on festive is higher this year. Digital has emerged as the largest influencer of festive purchase decisions. There is an opportunity for businesses, small and large, to leverage digital to enable personalised discovery through video content, creators, immersive experiences, and conversational marketing.”