Dentsu is one of the leading global conglomerates in India that specializes in Digital, Media, and creative offerings. Dentsu-e4m Digital Advertising Report 2021 was released recently stated an eye-catching fact that the digital ad industry received a growth of 15.3% reaching Rs. 15782 crore. The brand marketers have observed a change in purchasing behavior of people that are moving towards digital and keeping this in mind, the panel discussion of Dentsu-e4m Digital Advertising Conference highlighted this topic. The managers of top brands like Godrej, Honda Motorcycle, and Scooter India Pvt. Ltd was part of this conference.
The discussion pointed out many facts: The digital investments from brands during the pandemic were increased as the monthly active internet users increased to 25% from the last year and a 60% increase in terms of daily active users. The e-commerce business received huge growth and online learning and education are one of the categories that gained popularity. As people are continuing to work from home, health, home, finance, and gardening received more attention.
One of the interesting facts that were pointed out in the discussion was that personalization is going to be an important factor as far as digitalization is concerned. These changing trends in behavior were classified into three categories: new habit formations, acceleration of existing trends, and reversal of past trends. Regarding the FMCG products, it was observed that the people who were reluctant to buy touch and feel products from e-commerce shifted to physical stores which allowed the marketers to have a conversation about the brand beyond product benefits. The customers who preferred to buy from physical stores made the payments online and therefore digitization is the latest trend and is an opportunity that the brands need to consider.
Marketers today across the globe are focusing on digital marketing and are considering cookies as a good opportunity. The valid concerns on the rise of privacy were taken into consideration and it was addressed that more power needs to be provided to the customers in terms of personalization. It was stated that brands and marketers need to be careful in terms of leveraging the data and do not use personally identifiable information
