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.”