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GroupM Report, Marketing & Advertising News, ET BrandEquity

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WPP’s GroupM and Wunderman Thompson, in partnership with Amazon Ads, have launched the “Content Strategies for the New-age Digital Consumer” playbook which highlights the creation of creative content/communication strategies for touchpoints in e-commerce networks.

The playbook aims to help marketers and agency professionals make effective decisions about revamping their online content strategies.

Some key points from the playbook:-

Rise of the “Digital Consumer”: Three hundred and fifty million Indian consumers are expected to make an online purchase in 2025 according to a report by MMA-GroupM, which is a leap from 150 million online shoppers in 2020.

Role of e-commerce networks in consumer journeys: About 80% of urban internet users in India use e-commerce portals for online product research and 25% of them visit e-commerce portals for product research. products, even for their offline purchases.

Leverage audience intelligence resources: Better understand your TG through deterministic affinity signals based on product search/purchase.

Content marketing levers for building integrated experiences: Establish retail readiness with optimal detail pages and innovate with immersive, integrated experiences through audio marketing, influencer-led evangelism and hyper-personalized vernacular messaging.

Tushar Vyas, President – Growth and Transformation, GroupM South Asia said, “Brands have been looking to reshape their marketing strategies taking into account the transformation in consumer behavior that has occurred over the past two years. Before digital began to dominate our lives, consumers preferred to go to stores to shop; but today, whether it’s any product, it’s fascinating to see consumers doing extensive research online and then buying things online or going to stores.

“Digital consumers are spending more and more time on emerging digital platforms and so there is a need for a distinct communication approach, which is why we’ve put together this playbook with Amazon Ads and Wunderman Thompson to help marketers to build stronger connections with consumers,” he added.

Manoj Mansukhani, Chief Digital Officer – Wunderman Thompson South Asia, said: “We have seen exponential growth in consumers turning to online shopping during Covid-19. The trend is only growing as more and more customers come online to shop in Tier 2 and Tier 3 cities. With marketplaces like Amazon becoming the number one port of call for product searches, brands need to develop a separate content strategy to help engage with customers on these platforms. The playbook with Amazon Ads and GroupM presents ideas for brands to help build the right consumer communication strategy on these platforms.

The report says the domestic box office crossed INR 4,002 crore for the first time in two years.

By 2032, AI-based advertising could account for $1.3 trillion in advertising revenue, or more than 90% of the total. Assuming that digital advertising in all its forms is experiencing a faster sustained growth rate than the advertising industry as a whole (seven percent based on GroupM’s 2026 forecast published in the This Year report Next Year of December), it would calculate 1.3 billion USD in advertising revenue thanks to AI to media owners…