By Dheeraj Gupta
In a land famend as a melting pot of numerous cultures and communities, the marketing strategies of manufacturers ought to fluctuate as per the area in query. In this dynamic combine, festive procuring holds a particular allure each for manufacturers and consumers.
Tapping festive procuring traits
In attracting shoppers through the festive season, manufacturers go all out with particular schemes, offers and reductions. Be it Dhanteras, Dussehra, Diwali, Holi, New Year and a host of different celebratory events, manufacturers launch a plethora of advertisements and commercials to promote attire, electronics, jewelry, vehicles and extra through vibrant campaigns that seize prompt consideration.
A report on upcoming festive procuring traits notes that 84% of individuals plan to hike their budgets this season. For manufacturers to capitalise on this, it’s important to know consumer habits and preferences and customise marketing campaigns as per consumers’ procuring inclinations. One of the favored marketing strategies is to create household-oriented campaigns that strike a chord with each particular person in a family. Since these evocative campaigns focus on the magic of festivals, they robotically encourage shoppers to spend extra freely and lavishly in comparison with different instances of the yr.
Unlike world audiences in nations with one or two languages solely, India has innumerable dialects that are spoken throughout completely different areas. As a end result, whereas the audience and rewards for profitable campaigns can be huge, so too are the inherent challenges in addressing assorted teams. Moreover, manufacturers should do a delicate balancing act when addressing disparate consumer cohorts to keep away from hurting the sensitivities of any specific group.
Focus on branded content material
Another main ingredient of pageant campaigns is the rising use of branded content material in corporations’ content material marketing initiatives. Content marketing has gained larger prominence within the web period with its use of infographics, blogs and movies. In this scheme of issues, branded content material is leveraged to entertain and educate potential prospects concerning the significance of sure celebrations whereas concurrently but subtly offering details about the publicising model’s services or products.
For occasion, a kitchen equipment producer might create numerous movies that includes chosen recipes of pageant sweetmeats whereas exhibiting its merchandise subtly within the background. In the minds of viewers, it subconsciously positions the model as an knowledgeable in this area.
Branded content material can result in higher outcomes throughout festivals as a result of impulse shopping for amongst shoppers and FOMO (worry of lacking out) relating to good bargains set off increased gross sales. Given this backdrop, manufacturers can prioritise customised omnichannel content material that could possibly be used on a number of platforms. All such campaigns needs to be aligned with the festive fervour and shopping for behaviour of shoppers throughout particular pageant seasons. This is especially obligatory for discretionary, excessive-worth spends on gold, jewelry, vehicles and luxurious objects that witness elevated gross sales throughout festivals.
The emergence of AI-pushed campaigns
The different attention-grabbing, upcoming pattern is the usage of synthetic intelligence, together with ChatGPT, to develop bespoke branded content material and campaigns. Advertising companies and different companies are utilizing generative AI methods to create branded customised content material for purchasers. Here, AR-enabled procuring apps can allow shoppers to attempt merchandise nearly, boosting buyer conversions whereas decreasing the possibilities of a return.
Additionally, marketing companies are utilizing AR (augmented actuality) and VR (digital actuality) to supply immersive and engrossing content material experiences, enhancing consumer engagement and interactions. Interactive branded content material can assist nudge shoppers from a passive consumption mode into energetic engagement with manufacturers, thereby producing higher gross sales.
While festive marketing strategies now must be based mostly on an omnichannel method, customising the content material for particular channels could possibly be vital to make sure cross-platform success. Herein, entrepreneurs might want to match manufacturers with choose influencers having profiles in sync with the celebratory atmosphere prevailing throughout festivals. Such resonance can impart an air of authenticity to the branded content material marketing campaign, boosting the possibilities of its success and extra gross sales conversions.
Sustainability and personalisation
Yet one other ongoing pattern in festive marketing strategies is the rising shift in direction of sustainability. As consumer consciousness rises relating to world warming and environmental points, inexperienced services are certain to draw extra buyer consideration and investor curiosity.
Unlike earlier generations, Gen Z and millennials are extra conscious of the impact of flawed shopping for behaviour on the planet. Consequently, younger cohorts are prepared to pay a premium for items licensed as inexperienced and fewer environmentally dangerous. Besides younger shoppers, marketing strategists should take into account the choice of buyers for corporations that are deemed eco-pleasant and environmentally sustainable.
Apart from the above, personalisation has emerged because the principal pivot of efficient festive marketing campaigns. In producing personalised campaigns, knowledge analytics can be being leveraged to uncover consumer insights about their buy patterns and different procuring behaviours.
Personalised campaigns are produced by leveraging knowledge analytics and consumer insights. These might embody a private e-mail offering product suggestions aligned with previous buy habits and saying particular provides curated as per unique consumer pursuits.
Finally, personalised messages and pageant greetings generate a sense of appreciation and exclusivity amongst prospects. In flip, it fosters lengthy-lasting loyalty that goes nicely past the festive interval and culminates in a lengthy-time period relationship with prospects – exactly what festive marketing strategies needs to be all about.
The writer is VP development at SuperBottoms
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https://www.financialexpress.com/enterprise/brandwagon-decoding-marketing-strategies-that-can-create-a-significant-impact-on-consumer-demand-this-festive-season-3283427/
