WPP’s GroupM and Wunderman Thompson partner with Amazon Ads to launch the ‘Content Strategies for the New-age Digital Consumer’ playbook. This playbook is a perfect guide for building content or creative communication strategies for the touchpoints in eCommerce networks.
The playbook is a guide to building communication strategies for eCommerce networks. This playbook will help make efficient decisions around revamping their online content strategies for marketers and agency professionals.
It covers key reasons why brands must have a separate communication strategy for eCommerce touchpoints and ideas around content and engagement strategies to efficiently drive visibility and recall with millions of intended consumers.
Tushar Vyas, President – Growth and Transformation, GroupM South Asia said that the brands have aimed to reshape their marketing strategies considering the consumer behaviour transformation that has taken place in the last 2 years. Before digital started dominating our lives, consumers preferred going to stores to make their purchases. But today, it’s fascinating to see consumers doing thorough research online and then buying things online or going to stores for any commodity they want to buy.
Tushar further continued that digital consumers are spending more time on emerging digital platforms and so there is a need for a separate communication approach, which is why they have come up with the playbook with Amazon Ads and Wunderman Thompson to help marketers build stronger consumer connections.
Manoj Mansukhani, Chief Digital Officer – Wunderman Thompson South Asia said that they saw an exponential growth of consumers moving to online shopping during Covid. The trend only continues to grow as many customers are visiting online to shop from Tier-2 and Tier-3 cities.
He continued that marketplaces like Amazon are becoming the first port of call for product searches, and brands need to develop a separate content strategy to help engage with customers on these platforms. The playbook with Amazon Ads and GroupM showcases ideas for brands to build the right communication strategy with consumers on these platforms.
Vijay Iyer, Director-Ad Sales, Amazon Ads India said that digital channels are an inseparable part of our lives now and that they have forever changed how, why, what and where we buy. Ecommerce marketplaces play a crucial role not just in aiding, but shaping brand and product discovery.
He added that marketers have the unique opportunity to build connections with customers through an immersive content experience rather than restricting themselves to advertising real estate. The playbook would help marketers and agency professionals get ideas to build customized content marketing strategies for eCommerce touchpoints.
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