Digital marketing trends to look out for this festive season 2023

Authored By Nikhil Kashyap, VP, Business(North) & Strategy(India), RepIndia

Staying on top of the consumer’s mind is crucial, especially during the festive season. With festive shoppers accounting for a major percentage of the sales this year, planning marketing activities in advance is more important than ever. Unarguably, the new marketing phase is all about engaging with the audience and automating things. 

Marketers must employ digital marketing strategies to stay laser-focused on the audience and share the brand story that breaks through the clutter and leaves a lasting impact. One approach to competing with brimming digital content is using new-age technology to curate content and connect with the audience, especially when and where they prefer. Here are some trends that’ll keep you ahead this festive season. 

Garner attention with innovative media properties

To truly captivate audiences, include engaging and innovative media elements. A global digital music brand created massive social media buzz by using old-school tactics of city billboards in India. How? By creating 3 billion playlists to fit every mood and demographic, thanks to location-based social listening and AI-driven sentiment analysis. Even though the ads were offline, there were more than 72K social media shares. 

Customize campaigns with deep fake technology 

Since there is a range of tech-enabled marketing tools nowadays, we must combine the efficiency of technology and creative ideas. For celebrity or influencer campaigns, one doesn’t need to spend hours on photo shoots or filming. A few snapshots and audio clips are enough to craft a compelling campaign, just like one of India’s leading biscuit brands. They rolled out a campaign using Generative AI, giving people a chance to share a screen with Shahrukh Khan. Developing campaigns has not only become simple but also engaging with the power of technology. 

brands can also use deep fake tech to customize their marketing campaigns, especially fashion labels. They can use it to creating hyper-personalized ads that resonate with various audiences. 

Keeping the audience engaged with vertical content

Vertical content, be it reels or social media posts,. These quick and captivating clips are like a magnet for algorithms, increasing the odds of your stuff popping up in people's feeds without hefty spending on ads. So, tap into this opportunity to generate organic reach. 

Opt for thrilling, bite-sized vertical content as your strategic advantage, ideal for capturing and retaining your audience's focus. Consider a 15-second vertical video unveiling a festive collection by a top fashion or cosmetics brand – it's captivating, shareable, and leaves a lasting impression.

Grab attention with social stunts 

Using social stunts is a fantastic way to grab people's attention and create a buzz around a brand. These attention-grabbing actions, often infused with surprises and humor, can quickly become viral sensations. Just last year, there was a video of Rahul Dravid losing his temper, shouting, and shattering glass that took the internet by storm. It left everyone shocked and utterly captivated. However, it turned out to be a clever pre-buzz strategy for an Indian fintech brand.

Teaming up with influencers or celebrities is a surefire way to spark engaging discussions. Plus, when you get creative on platforms like Facebook, YouTube, Instagram, and more, with content that's tailored to the local scene, it naturally gets more eyes on it. This approach is a solid method for spreading the word about your brand encouraging people to buy a product or try your service, especially during the festive shopping season.

Achieving brand success this festive season

Last but not least, introducing special festive offers is evergreen. These promotions can be combined with well-planned marketing strategies that leverage social media and email campaigns and targeted advertising to create a wave of enthusiasm around your brand.  By smartly using these tactics, businesses tap into holiday excitement, boosting online and offline sales. Don't miss this chance for your brand's success.