MMA, GroupM and Amazon Advertising, together have launched a playbook titled ‘Decoding Consumer Behaviour and Winning the 2021 Festive season.’
This playbook is a handbook to help marketers gauge the expected consumer sentiment, along with recommended strategies ahead of Diwali this year. It is based on findings from consumer surveys, brand marketer surveys, and inputs from key opinion leaders.
The guide states that the upcoming festival will again be on an upswing, but will still be an unprecedented test for marketers since brands are all looking to capture the digital cohorts’ mindshare.
It also revealed that multiple brands are banking on the festive season to drive incremental reach and sales. They will also crowd the market with new launches, supported by high-decibel marketing campaigns. It explains how marketers will require to lay strong emphasis on their strategies, in order to stand out.
The whitepaper also provides implications and recommendations for advertisers, along with suggestions for brands, to help them make efficient decisions around their media strategy during the festival.
Key highlights from the playbook:
50% of consumers are likely to increase their festive spends this year
62% of consumers are indecisive about the product or brand choice
80% of consumers will be digitally influenced, with 77% using amazon.in
Be visible across touchpoints leveraging connected TV, video, search advertising etc. to leverage ‘efficiency’ related metrics to assess performance holistically
Moneka Khurana, country head, MMA India, said, “MMA is proud to have co-authored the white paper in collaboration with GroupM and Amazon Advertising to provide the much-needed insights and guidance for the upcoming festive season for the ecosystem helping brands navigate the challenging times and drive optimal visibility and performance. 76% of marketers mentioned they will be allocating more spends for digital as compared to last year. Hence it’s key to understand omnichannel users better in the changing times as we continue to drive the narrative of shaping the future of marketing.”
Tushar Vyas, president – growth and transformation, GroupM South Asia, said, “Digital influence in consumer journeys has increased significantly while the e-commerce adoption has accelerated in last 18 months. Hence, Digital is no more a support media platform but is core to media plans. Ecommerce platforms offer brands the opportunity to hand-hold consumers across the purchase funnel by not only aiding in active/passive brand discovery but also in closing the loop by measuring performance objectively. This playbook contains several key insights and is a must-read for any marketer who is planning for the festive season.
Vijay Iyer, director-ad sales, Amazon Advertising India, added, “Digital is a part of our lives now like never before and the influence is only increasing. Ecommerce portals act as gateways to this world that we are so quickly embracing and are playing a crucial role in brand and product discovery. For marketers, this presents an unprecedented opportunity – to be able to identify and leverage customer intent at an unprecedented scale. This playbook will help brands in not only sharpening their online strategy but will redefine how they measure and drive business outcomes.”