The understanding raid into emerging types of products, the role of search in the purchase journey, and recommendations for building awareness and driving performance.
The first-ever Search Advertising Playbook Decoding the shift in consumer behavior to win on search launched by GroupM along with Amazon advertising India. To know about the search consumers’ journey and how consumers are leveraging online platforms not for buying products also for holistic product research playbook was launched.
A drastic change in consumer behavior due to the COVID-19 pandemic. Consumer habits are adapting to the new environment and circumstances. Last year the overall 56% of consumers preferred to spend less and only buying what they need most. Also, consumers are shifting towards e-commerce and are changing to new forms of entertainment such as subscriptions services.
GroupM is the world-leading media investment company with more than $60B in annual media investment. The company innovates, differentiates, and generates value for clients where they do business. The company agencies are Mindshare, Mediacom, and others.
Amazon advertising India has a wide range of products comprised of search ad products, display ad products, video ad products to help advertisers meet their business objectives. All these products will allow brands and sellers to use powerful advertising tools to create more impact on the product visibility for leading their higher sales.
Both these companies launch their first-ever search advertising playbook. Around 62% of urban internet users research the products online before purchasing online or offline.
Most of the urban consumers are researching on two platforms before making their minds. Amazon is the most emerged platform preferred to use for product research. Online products influence offline sales. Besides, 50% of offline shopping involves prior online product research.
Takeaways from this playbook:
Amazon.in is the most emerging platform as one of the trusted brands for product research.
Growth of digital for product research before purchase decisions.
89% of consumers discover new products and brands on amazon.
Most of the ads are influenced and inspired by search ads.
The president of GroupM South Asia said, last year there is a rapid shift in purchase decision making and channel preferences for the purchase with more consumers researching and purchasing online. The role of the e-commerce platforms in the purchase is changing consumers relying on them from the product research point of view.
Vijay Iyer, director, Amazon Advertising India, the drastic increase in media consumption, online, e-commerce platforms have become more desirable for the urban consumers to make product and brand choices before purchase online or offline. This search provides brands an opportunity to reach intent consumers and create awareness for the purchase journey. This playbook helps brands understand the behavioral trends concerning consumers’ demand and recommendations.
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