Page 82 - BrandZ Top 50 Most Valuable Indian Brands 2015

Our Insights
Indian consumers are
increasingly involved
in multitasking, driving
an unprecedented level of multi-screening on media. According to Millward Brown’s AdReaction 2014 report, Indians spend on average around 162 minutes and 95 minutes per day, respectively, accessing smartphones and laptops, and 96 minutes watching TV. Additionally, Indians multiscreen 91 minutes of their 96 minutes of TV viewing time, and 39 percent of people media mesh, texting while watching a video, for example.
Marketers recognize the importance of multiscreen campaigns, but most are not really investing in this area. A report from the US-based Association of National Advertisers predicts that half of all marketers will spend on multiscreen campaigns in next three
years, compared with only 20
percent today. More importantly, 88 percent
of marketers, compared with 48 percent today, will advocate using multiscreen.
While marketers are
aware of the need to
optimize investments for maximum impact this does not reflect in their media choices. Millward Brown’s CrossMedia© studies of brands in India suggest that while TV is an effective medium, marketers waste precious resources on it by allocating money to campaigns delivering much higher frequencies than optimum. The same money invested on other media could have delivered a better impact on brand KPIs.
Warish Jain
Senior Research Executive Millward Brown Warish.Jain@millwardbrown.com
f..fMEDIA
Marketers must improve response to multitasking and multi-screening
Nishith Srivastava
Director, Digital - Strategic Planning J. Walter Thompsom Nishith.Srivastava@jwt.com
Whether consumers shop online or offline – or both – is totally at their discretion. They could either
be “webrooming” (researching products online before making
an offline purchase) or “showrooming” (viewing products in a store, but purchasing online after research). Integration of digital devices and offline retail is happening right
from product awareness, research and discussion, to product consideration and even advocacy. And with social platforms poised to become the next e-shops, the path to purchase is going to become more complex and intense.
In this crowded competitive landscape, e-commerce brands are aggressively using all possible media touch points to be in front of and engage with their target consumers on a 24/7 basis.
The usual focus in this
interaction is the product.
But the context has to be
larger than just the product to connect the target audience with the brand. A meaningful and purposeful connection between brand and consumer depends on relevant content.
Consumers engage only with content that is personally relevant to them,
their purpose, and their passions. E-commerce players like Myntra, Jabong, and American Swan, for example, are already engaging with their consumers about fashion by creating look-books, blogger events, fashion shows and celebrity associations. This new consumer desire for relevant content affects purchasing behavior. Brands can leverage evolved e-commerce platforms and transform the traditional “path to purchase” journey to “path to purpose”
in this evolved world of omnichannel retailing.
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Relevant content connects purpose to purchase
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