Supercharge your Digital Campaigns this Festive Season!

Yup, the festive season in India is upon us! Have you got all your ducks in a row? Have you ‘checked all the boxes’? Are your campaigns going to be ‘hitting the ground running’? If you haven't, it's time to ‘get the ball rolling!’ Okay, that’s enough of us irritating you with corporate jargon! But seriously, though, are your festive campaigns ready yet? Don’t stress. Deep breaths, we've got you covered.??

Marketing 101:??

Before we go all festive and in bling mode, it's important that you have your marketing basics in place. Yes, we are talking Marketing 101 here. Here is a quick refresher course:??

While a festive season marketing plan will have you ticking all these boxes, we need to add that extra bling so that your campaigns have a Laxmi bomb effect (minus the pollution and noise levels!). So, let's figure out how to do that!?

Festive season marketing plan?

1. Audit Previous Campaigns? Before getting caught up in the festive spirit, it's essential to review your past campaigns. Analyze what worked and what didn’t by looking at metrics like conversion rates, click-through rates, and ROI. For instance, if your last year’s Diwali campaign had a 20% higher conversion rate than the average monthly campaign, identify what made it successful—be it the timing, messaging, or offer. Use these insights to refine your strategy and avoid repeating mistakes.?

2. Strategize According to Your Audience? Understanding your audience is more than just knowing their demographics—it's about grasping their behaviors, preferences, and buying motivations during the festive season. According to a recent report by Bain & Company, India's online shoppers increased by 32% during the 2023 festive season, with a significant chunk coming from Tier II and III cities. This highlights the need for tailored strategies for different segments. Use tools like Google Analytics and social media insights to dig into your audience data, and craft personalized messages that resonate with each segment.?

3. Syndicate Your Content? To maximize reach, ensure your content is syndicated across all relevant platforms—email, social media, websites, and even offline channels where applicable. During the 2022 festive season, 74% of Indian consumers engaged with brands on multiple platforms before making a purchase, as per a study by Deloitte. Maintaining consistent messaging and a unified brand voice across these touchpoints increases the chances of converting engagement into sales.?

4. User Intent? Adjust your bidding strategy based on user intent. For example, there's a clear difference in intent between a user who adds a product to their cart and one who merely opens the app. Consider bidding higher when you detect strong purchasing intent to maximize your ad spend effectiveness.?

5. Content Marketing + SEO? Combining content marketing with SEO is crucial for capturing organic traffic during the festive season. Research by SEMrush indicates that search queries related to Diwali offers spike by up to 80% in the weeks leading up to the festival. Create content that is both informative and optimized for search engines—blog posts, how-to guides, and festive shopping tips can drive traffic to your site. Use festive keywords, optimize your meta tags, and ensure your content aligns with what your audience is searching for.?

6. Create a Real Reason to Buy? With countless offers vying for attention, giving your audience a compelling reason to choose your brand is essential. According to a report by Nielsen, 72% of consumers are more likely to purchase from brands that offer personalized discounts or bundles. Consider creating limited-time offers, exclusive product bundles, or value-added services that make your offer stand out. Highlight the urgency of the offer, whether through countdown timers, limited stock alerts, or exclusive access for loyal customers.?

7. Increase Ad Recall?

During the festive season, consumer attention is fragmented due to the sheer volume of ads they encounter. Studies show that ad recall can drop by as much as 15% during peak festive periods due to the increased competition. To combat this, focusing on strategies that enhance ad recall is crucial. According to research by Nielsen, ads that tell a compelling story are 22 times more likely to be remembered. By crafting visually appealing and emotionally resonant campaigns, you can significantly improve the chances of your brand staying top-of-mind with consumers during the festive rush.?

8. Boost Ad Frequency?

Data shows that during high-competition periods like the festive season, consumers need to see an ad multiple times before it sticks. According to Nielsen, increasing ad frequency from 1 to 3 exposures can lead to a 32% improvement in brand recall, while a study by Facebook IQ found that the optimal frequency for maximizing ad effectiveness is between 5-7 exposures. However, it's important to balance frequency to avoid ad fatigue, which can lead to a negative response from your audience. Strive for a frequency that maximizes impact without overwhelming your potential customers.?

9. Expand Your Omnichannel Presence?

Consumers today interact with brands across multiple channels, and an omnichannel approach can significantly enhance your reach. According to research by Omnisend, campaigns that utilize three or more channels see a 287% higher purchase rate than single-channel campaigns. By increasing your visibility across platforms like social media, search engines, email, and even in-store promotions, you can ensure your brand remains top-of-mind throughout the festive season.?

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10. Key Insights from Google's Festive Marketing Event?

Here are some additional tips from Google’s Festive Marketing Event:

There you go! Let us know what worked and what didn’t, and if this all feels like too much DIY, we will be more than happy to help; our festive campaigns for our clients have always hit the mark! Drop in a SOS at [email protected], and our superhero team will swoop in to save the day!?

On a side note, does India really have a defined festive season now? We have brand-led and commerce-led festivals ( Think the Great Amazon Festival and Flipkart's big billion days). What are your thoughts??