Publicis Commerce India in conjunction with Amazon Ads has launched the first edition of Digital Growth Marketing Playbook which outlines how advertisers can adopt a growth marketing approach, shifting from focus on isolated campaigns to looking at how marketing can contribute towards delivering overall business growth.
The methodology for the inaugural edition of the Digital Growth Marketing Playbook involved a survey of 100 senior marketers in India between August 18 and September 9, 2023.
The aim behind the launch of this playbook has been to present a marketer outlook towards growth marketing and provide directional steps that a brand can take when enabling growth marketing.
Stemming from the same, the playbook throws light on the top-of-mind concerns among marketers, emphasizing short-to-mid-term growth, particularly in response to changing consumer preferences and behaviours.
The key challenges identified in the playbook launched by Publicis Commerce in joint efforts with Amazon Ads include increasing competitive intensity, technological disruptions, uncertain demand, and rising costs amongst others.
It also offers insights into marketers’ outlook on growth marketing and presents strategic steps for brands to adopt it successfully and features customized approaches across brands, recognizing the distinct challenges and opportunities each business cohort faces.
Moreover, the playbook also points out the digital advertising industry’s shift from customer engagement to customer experience, expanding the marketing funnel to include both conversion and retention, and explains why brands need to explore metrics beyond Return On Advertising Spends (ROAS), highlighting the significance of customer lifetime value, share of branded searches and new to brand customers.
The playbook identifies the following three primary levers for business growth:
- Acquire New Customers: Reaching new audiences to expand market segment share in a sustained way by managing short and long-term growth and leveraging key events
- Improve Share of Wallet: Offering new launches and driving growth through high value-added customers experiences
- Increase Loyalty: Building strong brand loyalty and retaining customers is crucial for sustainable growth
As per the playbook, these business growth levers translate into key growth marketing strategies which guide marketers on how to customize their approach, amend execution and measure success.
It also highlights that while retail media channels are increasingly becoming popular in growth marketing, 97% of marketers are fully aware of retail media and that 69% of them have used or are currently using it for growth marketing initiatives.
Furthermore, the playbook also recommends the usage of multiple retail media formats to help enhance reach and performance, including video ads and display ads in conjunction with native ad formats.
In fact, it also encourages the use of an ‘always-on’ advertising strategy to boost brand visibility and increase brand search volumes.
Speaking on the launch of the inaugural edition of the Digital Growth Marketing Playbook, Anshul Garg, Managing Partner & Head, Publicis Commerce India, said – “Growth marketing goes beyond a mere collection of brand awareness and general promotional marketing strategies. It signifies a shift in the approach to marketing and placing comprehensive growth at its core. Armed with Digital Growth Marketing Playbook’s strategic insights, marketers can fully harness the potential of growth marketing to elevate their businesses to unprecedented levels of success.”
To this, Kapil Sharma, Director, Growth Customer Sales, Amazon Ads, added – “Growth marketing can help brands across all categories and price points to unlock additional opportunities with strategic and long-term focus towards marketing. The inaugural edition of the Digital Growth Marketing Playbook offers directional steps to brands in the marketing world, providing insights, strategies and practical guidance to help businesses of all sizes achieve their goals.”
To access the full edition of Publicis Commerce X Amazon Ads’ Digital Growth Marketing Playbook, click here.
