AI-Based Platforms Hold Key to Win This Festive Season

Festive season in India brings people closer to their loved ones where exchanging gifts is pretty common, and so is shopping! This period is considered ‘auspicious’ as various e-retailers host many festival-related sales to make the most of the festive bonanza. During such times, traffic of the online marketplaces increases drastically and in 2022, the festive season daily sales grew 5.4X on e-commerce platforms as compared to the usual days because people don’t stick to one particular category and look out for products in many categories. It is assumed that this year automobiles, electronics, fashion & beauty, and smartphones will emerge as top categories.

Online discounts and exciting offers encourage users to spend more time in search of deals due to which major e-commerce giants like Flipkart and Amazon also witnessed an overall 1.4 billion and 9.5 crore customer visits during the early access of their October Sale campaign. (source: Economic Times). This always becomes a great opportunity for marketers, brands and e-retailers to leverage tech Platforms as these hold the key to winning among the cutthroat competition during India’s biggest online festive sales season.

The new age ad tech is aiding brands to sustain better in the digital ecosystem as they can connect with the right audience and target them effectively by using Artificial Intelligence. AI’s market share is also expected to grow twentyfold in the upcoming decades and by 2030, it will hold up to nearly two trillion U.S. dollars globally (source: Statista). This is the magic of AI wherein, Self-Serve Platforms are revolutionizing the digital advertising landscape by streamlining business operations, and bridging the gap between brands and consumers. Brands can tap into the potential consumers since the AI-driven Self-Serve Platform leaves no stone unturned in fulfilling the campaign’s KPIs with better results and outcomes. During the festive season, brands can make the most of these platforms to see the difference in their presence and ROAS as users' proactiveness towards online content consumption increases and leveraging this can help marketers bolster the festive campaigns.

It’s true that festivities are the most awaited time for consumers but, it's equally the most important time for e-retailers as they start prepping themselves a few months before its actual commencement to deliver unique brand stories and USPs, incorporating innovation and emotions. However, it becomes a little challenging for them to grip the users’ eyeballs as online deals and economical offerings often make users brand switchers. This is where AI’s Self-Serve Platform acts as a saviour for brands in the most effective way.

It segregates the cohorts via its Audience Profiling based on multiple signals and AI’s predictive algorithms can help marketers tap into the consumers who show interest in the brands and then also create lookalikes of similar audiences. Marketers can acquire relevant users based on their demographic, the kind of apps installed on their phones, spending habits, geolocation, behaviour, time spent on the device and other similar factors. As a result, brands can also personalise and show ads tailored to their personalized needs which can lead to better ROAS, thus maximizing brand reach, recall and recognition.

Such platforms help marketers to analyse and understand the full marketing funnel performance, as a result, they can better plan & execute their campaigns and increase ad relevance. It also enables brands to place the adverts at the most engaging touch points throughout and show ads at the right time when users remain active on the device. They even enhance user experience and help marketers measure the effectiveness of campaign performance with their real-time insights and granular reporting. This guides them to monitor the best-performing media sources which reduces ad dollar wastage and provides profitable insights because of 100% transparency.

Undoubtedly, the AdTech ecosystem is ever-evolving and being techno-polished is very important wherein, Self-Serve Platform like Applabs assists marketers in yielding the best results and ROAS, especially during festivities. This is because its advanced targeting options and real-time reports help brands maximize their reach via different means such as contextually relevant ads, highly engaging rich media ads, and targeted ads on different devices like mobile, desktop, web, browsers and even CTVs. 

In fact, to identify the likelihood of future outcomes, its predictive algorithms, advanced analytics, statistical insights and deep-learning analysis, process the data in real-time and provide marketers with a fair clarity of users' actions.

Automation & Personalization via the self-serve platform creates a content feed based on user behaviour and history with minimal human intervention to help marketers simplify their campaign operations. This enhances the user experience as with automated content suggestions, users better resonate with it which results in increasing user engagement and retention rates.

Most importantly, marketers can also enjoy the festivals with the same enthusiasm as that of the common netizen because these self-serve platforms have got your back! I hope this festive season, may your brand grow to the fullest and may your sales multiply year-on-year.

Written By: Sanjeev Bankira- Country Head - Applabs