MMA India, GROUPM and Amazon Ads launch “Winning the Holiday Season 2022”
MMA India, along with WPP’s GroupM and Amazon Ads launched today Winning the 2022 Holiday Season with the Optimal Media Strategies Playbooka comprehensive guide for marketers preparing for the holiday season.
To be more effective and successful during the holiday season, marketers need to rethink their media strategies. This playbook provides information to help marketers prepare for the holiday season.
Consumers are cautiously optimistic about holiday shopping. The report suggests that 35% of consumers will increase their spending this Diwali, while 67% of consumers will research more before spending. Brands have a great opportunity since 60% of these buyers remain undecided about their festive purchases.
Digital media will play a key role in decision-making with 70% of consumers planning to do research online, and 66% of consumer journeys will involve Amazon. The report shows that brands should engage with audiences using high-intent audience signals and should use a combination of different formats throughout the consumer journey. Marketers should leverage “effectiveness” metrics to enrich performance, which will help them understand the true impact of their strategy.
Tushar Vyas, President – Growth and Transformation, GroupM South Asia said, “Consumers and their buying habits have become more complex today, and digital is playing a bigger role along that journey. For brands, digital has become a critical marketing touchpoint. To influence the consumer behavior, marketers need to create complete funnel strategies through the active and passive stages of the buying cycle.Understanding digital consumers will become increasingly important for marketers, especially for segments during festival seasons. We have created this playbook with MMA India and Amazon Ads to help brands understand consumer behavior and develop communication and media strategies during the festive season.”
Vijay Iyer, Director of Advertising Sales, Amazon Ads India said, “Today, life without digital is hard to imagine, with every aspect of our lives encompassed in an ever-growing wave of options that fuel our needs, interests, aspirations, curiosity and more. Digital media is fueling the depth and breadth of the consumer journey like never before. For marketers, this offers the opportunity to be in the “right place at the right time” by enabling the identification and engagement of high-intent consumers across the most critical touchpoints. This playbook should help brands refine their party media strategy and redefine how they measure results to maximize business results.
Moneka Khurana, Country Head and Board Member, MMA India said: “MMA is proud to have co-authored the Festive News Report in conjunction with GroupM and Amazon Ads to provide the much-needed information and advice for the upcoming holiday season – the study is paired with optimal media strategies for target target audiences. The playbook is sure to help brands weather tough times and drive peak visibility and performance, which uncovers the importance of the role digital plays in terms of influence and percentage of spend, 80% of consumer journeys will be influenced by digital, while 60% of marketers will allocate more spend. for digital compared to last year. These are interesting times when the consumer presents complex non-linear buying patterns, so it would be essential to observe how this festive season unfolds for businesses this season.