MxMIndia

Tag: Amazon Advertising India

  • Forecasts 50% consumers likely to increase festive spends in 2021

    MMA, GroupM & Amazon advertising launch festive season playbook

    By Our Staff

     

    MMA, GroupM and Amazon Advertising have launched the ‘Decoding Consumer behavior and Winning the 2021 Festive Season Playbook, a handbook for marketers on expected consumer sentiment along with recommended strategies for Diwali this year.

     

    Said Tushar Vyas, President – Growth and Transformation, GroupM South Asia: “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.”

     

    Added Vijay Iyer, Director-Ad Sales, Amazon Advertising India: “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.”

     

    Moneka Khurana, Country Head, MMA India commented: “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.”

     

  • These and more results emerge in a Search Advertising Playbook published by GroupM and Amazon Advertising

    62% of urban Indian Net users research for products online

     

    By Our Staff

     

    GroupM along with Amazon Advertising India, have launched a Search Advertising playbook titled ‘Decoding the shift in consumer behaviour to win on search’ with a report on search consumer journeys and how consumers are leveraging online platforms for not only buying products but also for holistic product research.

     

    Notes a communique: “Over the past year, consumer behaviour and purchase patterns have seen a drastic change. Urban consumers have started conducting their product research thoroughly before making any purchase online or offline. The playbook indicates that urban consumers are researching on at least two platforms before making up their mind while Amazon.in is has emerged as a preferred platform for product research. Around 62% of urban internet users research for products online, before making any online or offline purchase; 52% of urban internet users who research online, visit amazon.in to research products before making an online or offline purchase.”

     

    Online product research influences offline sales since 50% of offline shopping across categories involves prior online product research.

     

    A few takeaways from this playbook are:

    • Growth of digital for product research before making purchase decisions

    • in is emerging as one of the trusted brands for product research

    • 89% consumers discover new products and brands on in

    • 60% ads influenced purchase journeys are inspired by search ads

     

    Said Tushar Vyas, President – Growth and Transformation, GroupM South Asia: “The last year has seen a rapid shift in purchase decision making and channel preference for purchases with more consumers now researching and purchasing online. This trend is only accelerating with not only metro consumers but consumers from smaller cities and towns. Furthermore, the role of e-Commerce platforms in the purchase funnel is undergoing a change with more consumers relying on them from a product research point of view. With most of these behaviors set to only accelerate in the coming years, we at GroupM will continue to prioritize and focus on creating knowledge and bringing forth solutions to our clients to effectively navigate this ecosystem.”

     

    Added Vijay Iyer, Director-Ad Sales, Amazon Advertising India:“With the drastic increase in media consumption, online and eCommerce platforms have become the go-to destination for urban consumers to make a product and brand choice before making a purchase online or offline. The search environment provides brands the opportunity to reach ‘intent’ consumers and create awareness in the early phase of the purchase journey. Native search advertising formats aid in establishing a seamless connection with researching audiences. This playbook aims at helping brands understand the behavioral trends with respect to consumer demand and discusses recommended strategies to drive awareness and performance on amazon.in”

     

    The playbook can be downloaded here.