'Drive brand discovery to unlock growth this festive season: Industry experts'

 



Festivals are about shared celebrations. This festive season however presents a special challenge of economic uncertainty where consumers are re-evaluating their relationships with categories. Consumer shopping this season may be about more considered choices that may impact spending. Brands can play a special role in igniting celebrations in this context. Discovery and inspiration, and reminding consumers of the emotions their favourite brands evoke, can unlock brand growth. To be discovered, brands need to be where consumers are and digital, particularly Facebook and Instagram, are platforms where India discovers joy and inspiration. The recent BCG study found that digital influence has risen to ~70% due to the ongoing pandemic and nearly 80% of Gen Z and millennials say that their festive shopping is influenced by Facebook and Instagram.

It’s no surprise therefore that industry experts recommend marketers leverage social for driving brand discovery this season. With discretionary spends decreasing and value-consciousness increasing, marketers need to nudge consumers and to enter the consumer’s consideration set, eventually helping consumers in their purchase decisions

In this light, industry experts from Facebook, Ogilvy and GroupM share critical insights about driving brand discovery, understanding evolving consumer media habits, and leveraging creative story-telling on digital.

Marketers are looking forward to turning the tide this festive season. How can they drive brand discovery and business growth in this season that is unique in many ways?

Sandeep Bhushan: With the drastic alteration in media consumption, this festive season offers opportunities for marketers to connect with consumers like never before. Consumers are discovering brands on social media, and businesses need to focus on solutions that are relevant for the new normal, such as hyper-localisation, creating virtual experiences, re-looking at the media-mix to build efficiency, and focusing on truly incremental business outcomes.

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