India’s “festive season” runs to the end of the year – brands should take the digital advertising route

Right from August, India gets into a festive mood.

In India this is the time to shop. But what about this year, with the impact of Covid19?

Sanjay Mehta is the Joint CEO of digital marketing consultancy Mirum India and he has some sound advice for brands and the festive season.

“What should you do to become a winning brand? Yes, you’ll certainly want to do marketing, but what specifically? It may not be the best time to experiment with expensive brand campaigns, simply because the lack of measurability of such campaigns makes it difficult to evaluate impact. Your key objective would be to spend money to deliver the best ROI in this challenging year.

“Digital advertising is the most potent weapon for a marketer to reach the consumer. After all, the Covid era has definitely seen significantly increased online time spends by the consumer. And the high level of measurability on digital allows you to do extremely result oriented marketing.

“Digital advertising is often used as a catch-all term to cover several different types of online marketing strategies, but what you should include in your media plan is a good combination of search engine marketing, some programmatic display ads — most certainly social media ads on platforms like Facebook, Instagram, Twitter, etc — video ads, and maybe a good influencer marketing programme as well.

“In these last few months of stay-at-home, we have seen several edtech, fintech and healthcare brands create a huge market for themselves, solely using such digital advertising means.

“The overarching recommendation is to have a good budget apportioned for digital advertising, and spend it prudently on the best result-producing media, to ensure high impact” Sanjay says.

He also advises brands to be set up for selling online.

“Additionally, owing to the consumer now getting used to the convenience of online shopping, ensure that your brands are well-set up to be sold online, and provide the consumer a very seamless experience shopping at your online store.

“Get set for digital fireworks in your marketing mix for the festival season and have a happy Diwali for your business!” he concludes.

So – get involved and active in India’s festive season.

Author: Stephen Manallack

Former President, Australia India Business Council, Victoria and Author, You Can Communicate; Riding the Elephant; Soft Skills for a Flat World (published by Tata McGraw-Hill INDIA); Communicating Your Personal Brand. Director, EastWest Academy Pty Ltd and Trainer/Speaker/Mentor in Leadership, Communication and Cross Cultural Communication. Passionate campaigner for closer western relations with India. Stephen Manallack is a specialist on “Doing Business with India” and advisor/trainer on “Cross-Cultural Understanding”. He is a Director of EastWest Academy Pty Ltd which provides strategic advice and counsel regarding business relations with India. A regular speaker in India on leadership and global communication, his most recent speaking tour included a speech to students of the elite Indian university, Amity University, in Noida. He also spoke at a major Federation of Indian Chambers of Commerce and Industry (FICCI) global summit, the PR Consultants Association of India in Delhi, the Symbiosis University in Pune and Cross-Cultural Training for Sundaram Business Services in Chennai. He has visited India on business missions on 10 occasions and led three major trade missions there. He provides cross-cultural training – Asia and the west.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s