Transcription
CONTENT STRATEGIESFOR ENGAGING WITHTHE NEW-AGE ‘DIGITAL CONSUMER’1
ContentsIntroduction 03Evolution in digital engagement touchpoints 04Recommended strategies 131. Develop deeper understanding of your TG 142. Establish visibility at key touchpoints 193. Create engaging consumer connections 244. Innovate with integrated & immersive experiences 32 36Key takeaways2
IntroductionWe have seen several long-term changes in ourhappened in media strategies, we are yet to see thelifestyles and attitudes in the last 2 years. Digital hassame happening with content marketing strategies.become a key enabler for many of these changes. BeGiven the role of various emerging touchpoints e.g.it researching/purchasing products or buying services,ecommercedigital platforms have now become crucial partners.communication strategy for these platforms is crucial.350 MM Indian consumers are expected to makea purchase online in 2025 as per the MMA-GroupMreport, which is a steep jump from 150 MM onlinebuyers in 2020.platforms,buildingaholisticcreativeThis playbook presents ideas for building communicationstrategies for ecommerce networks. The first sectionof the playbook covers key reasons why brandsshould have a separate communication strategy forBrands have adapted by aiming to reshape their digitalecommerce touchpoints. The second section coversstrategies from being just a support to their offlinerecommendedsystems to becoming a frontal touchpoint in buildingto efficiently drive visibility and recall with millions ofconsumer connections. While this transformation has‘intent’ consumers.contentandengagementstrategies3
Section 1Evolution in digital engagementtouchpoints4
Growth in ‘Digital Consumers’150 million Indians currently transact online and this base is expected to grow to 350 million by 2025India annualonline shoppers (MM)Source: MMA E-Commerce Playbook: Modern Marketers Guide To Connected Consumer Journeys-2021Penetration of onlinetransactions/shopping as % ofinternet users5
Digital consumers are more informed, more participative, well-employedand more affluent than the average internet users in India Amazon users’ profile compared to average internet users*:-30%50%more likely to bea 30 years oldmore likely to bea graduate50%30%more likely to holda corporate jobmore likely to befrom NCCS AOver 80% of new customers on Amazon.in are from tier II and below cities*Source: Kantar India study with 5,186 India’s active internet users (1,895 Amazon Users) amongst NCCS A/B/C classes. This voluntary survey was conducted across 37 towns and responses were taken in 9 languages in Apr’216
Digital consumers have diverse interests and a modern lifestyleAmazon users have evolved lifestyle preferences and self-care habits :-Health and WellnessTravel and LeisureTrend-setters21%6%29%Diet ConsciousGlobe TrottersEarly adoptersVery specific about what they eatTravel abroad every yearFirst to try new products and tech32%23%57%Gym- goersDomestic TouristFashionistasFollow an exercise regimeTake frequent domestic tripsStay updated on fashion trends*Source: Kantar India study with 5,186 India’s active internet users (1,895 Amazon Users) amongst NCCS A/B/C classes. The survey was conducted across 37 towns and responses were taken in 9 languages in Apr’217
Ecommerce platforms are a crucial touchpointin decision journeys 80% 25%urban internet users inIndia who research onlinevisit ecommerce portalsfor product research*urban internet users visitecommerce portals forproduct research even fortheir offline purchases**Source: Kantar India study with 5,186 India’s active internet users (1,895 Amazon Users) amongst NCCS A/B/C classes. The survey was conducted across 37 towns and responses were taken in 9 languages in Apr’218
Digital consumers are conducting extensive productresearch before purchasingA consumer looking to buy a TV on amazon.in takes on an average 7-8 weeks in the purchase journeyTypical purchase journey for a TV on Amazon.in49-50 days *Research Period27-28 days **Active Research d productdetail pages (throughTime onproductdetail pages(minutes)Clicks onproduct pagesConsideredbrandsProductsadded to cartPurchaseamazon search otherinternal/external sources)Source: Amazon internal data (Jan 2021) * Based on First detail page-view in Category, **Minimum Days that covers 90% of Research Activity9
Digital consumers are open to choices when they start researching productsSimilar to 2020, 60% of product searches on Amazon.in remained generic in 202143%Generic Searches57%Note: For first 10 months of 2021Source: Amazon.in internal dataBranded Searches10
New-to-online consumers are more pre-disposedtowards voice and vernacular searchesBoth voice and vernacular searches aregrowing rapidly in IndiaNew-to-online consumers over-index on bothvoice and vernacular searches.1.8X1.5X255%136%Growth in voicesearches during2021Growth in vernacularsearches during 2021VoiceExisting customersSource: Amazon internal data, 2021VernacularNew customers11
The ‘new normal’: Digital touchpoints have become acrucial part of consumers’ daily livesFrom smart assistants to payments to product research and shopping 12
Recommended strategy :-Section 2Recommendations for building aContent strategy13
1. Leverage 1st party audience intelligence14
Understand your consumer better through 1st partyview of product affinity/choicesExample : Amazon’s audience cohorts’ intelligence was leveraged along witha toothpaste brand’s brief to granularly define the Target PersonaLuxury BeautyPremiumMakeupCo-browsingTrendsEthnic WearToothpasteBrand Brief Market BasketAnalysisUntargeted Top%ileAudiencesOral CareToys & GamesTG PersonaBeauty InvolvedYoung MotherBrand Brief & Amazon’s FirstParty Customer Insights15
Leverage affinity signals to customize your communication creativesExample : Product affinity signals and reviews were utilised to build multiple concepts basis life stage : -Young SinglesCarefree CouplesYoung FamiliesEstablished Families(kids 6yrs)(kids 6yrs )Look ConsciousLook ConsciousLook consciousLook ConsciousFitness ConsciousHome-ProudHome improvementEarly childhood, education16
Identify emerging trends from real-time consumer search behaviourIn the “WFH” times, robot vacuum cleaners is an emerging product themeSource : Amazon Pi report17
Leverage Survey tools for understanding decision journeyCan be used for understanding key drivers/needs, concept-testing and brand preferenceA coffee major derived insights from the Amazon Surveys tool to understand the current customerattitudes and expectations for streamlining their creative strategies :-Example q: Which features do you value/use most in product X ?Result(in order of respondents choices) : Convenience offered Can be operated via phone Coffee quality & consistency Customization featuresSource : Amazon ‘Surveys’ tool report18
2. Map primary consumer touchpoints to establish visibility19
Follow the consumer journey to identify role of various touchpointsProduct research through active consumption of information across touchpointsHomepageSearch resultsProduct detail pageBrand storesInfluencer contentReviews page20
Establish Retail readiness for the most basic touchpoint : PRODUCT DETAIL PAGE1Image, videos and product title :2Customer reviews :3Star rating :4A enhanced marketing/brand content :5Inventory :should match. Title Include key descriptive features such as size, color, and size packsensure min. 15 to start withmin 3.5 custom detail pages for storytelling enhancing consumer experienceads get paused if linked products go out of stockRead more on best practices for building an effective amazon product detail page here21
Be present when consumers are actively researchingOnline AssociatesprogramNotify-mefeatureSponsored Brands-topof page ad22
Create branded shopping experiencesAmazon Stores Create single or multi-page Stores Showcase brand value andproduct selection Free self-service portal Discoverable with an Amazon ad,product detail page, or drive trafficfrom off Amazon Available to all vendors and brandowner sellersRead more on best practices for building an effective amazon product detail page here23
3. Create engaging consumer connections24
Build Connections through Content marketing at organic touchpointsUSHA leveraged Amazon Stores to engage their audiences with 50 sewing lessons/recipe videos in 9 languagesEngagement1.8x Dwell Time Vs AmazonCategory Benchmarks forStores25
Drive discoverability through InfluencersAmazon miniTV contentintegration with InfluencersFound it on amazonLivestream Launches26
Drive thematic campaigns powered by Audio marketingCadbury Silk-Alexaled voice engagementcampaign forValentine’s DayWipro LightingIPL Daily Cricket TriviaAlexa campaign27
Build Impact visibility through native advertising on thelargest screen in ‘Connected households’Ads on Amazon Fire TV devices are:ViewableServed in a brand safe environmentEngaging28
Engage on contemporary themes through GamificationRed Bull leveraged GameX to build a video based quiz experience for cricket lovers during IPL’211. Red Bull GameX banner2. Watch the Video3. Attempt quiz4. Redeem Coupon29
Engage with active product researchers through short form videosSponsored Brands videos helps drive 7X betterengagement* than native visibility * Vs native Sponsored Products adsUse-cases : Unboxing (celebrity/influencer led) Education on ‘How-to’ Highlighting USP/differentiated features30
Personalize through Dynamic creativesDrive hyper personalization through DCO adsMulti product feature experienceRead more about the DCO capabilities of the Sizmek Ad suite hereVernacular messaging31
4. Go Beyond : Innovate through Integrated Immersive experiences32
360 degree high decibel outreach for New launchesPre-buzz through SoVRoadblocks on premiumapp inventoryImpact visibility with AffluentConnected households onAmazon Fire TVInfluencer led buzz & SocialCommerce campaign In stream video -miniTVLeadership in Search withSB-banner, video adsBuild considerationthrough a rich Brandstore33
Delivering non-intrusive audio engagement to ‘Connected’ audiencesHow Cadbury leveraged custom experiences built on Alexa and Audible platforms to engage Gen Z audiences aroundthe Valentine’s day theme and drive commerceSpread awareness on the activityEngage through the Alexa audio skill34
Drive reach with Vernacular audiencesLuminous leveraged DSP video solutions led storytelling to engage audiences across India in 5 languages around thelongevity of their batteries35
Key takeawaysDigital Consumers areincreasingly spending moretime on emerging digitalplatforms and hence there isa need for a separatecommunication approachUnderstand your TGbetter through 1st partyaudience intelligenceinsights to delivercustomized experiencesBuild optimal visibility atorganic/advertisingtouchpoints and seekinnovation through integratedimmersive experiences36
GROUPMWUNDERMAN THOMPSONAM AZON ADSCONTRIBUTORSCONTRIBUTORSCONTRIBUTORSRitika Taneja , Head Of Ecommerce · GroupM IndiaManoj Mansukhani , CDO-South Asia, Wunderman ThompsonMayank Bhatnagar , Head of Marketing, Amazon Ads IndiaRati Desai, VP and Head of Ecommerce, Wunderman ThompsonNeeraj Rai, Sr. Marketing Manager, Amazon Ads India37
AppendixResources : Building an effective Amazon product detail page Best practices for building Amazon Stores A guide to creating Sponsored Brands video ads Ad specs: Ad sizes and policies Amazon LIVE Amazon Influencer Program38
Delivering non-intrusive audio engagement to 'Connected' audiences How Cadbury leveraged custom experiences built on Alexa and Audible platforms to engage Gen Z audiences around the Valentine's day theme and drive commerce Spread awareness on the activity Engage through the Alexa audio skill . 35
