Diwali is just around the corner and it is not just another festival in India anymore. Over the past few years, it has become a busy period for brands and yes, Diwali campaign is an official term.
Diwali is not just the widely celebrated festival but also the biggest online shopping festival in the country. So while every marketer is busy working on their Diwali campaign why should we lag behind! Let’s take you through this special post to make your campaign as bright as the diyas.
While businesses rub their hands in glee at the prospect of oncoming sales, marketers know that with every passing year, the battle to win customers online goes higher and higher uphill. Especially in India, where shoppers are loyal to only one thing- PRICE!
In order to beat the competition in this scenario, deep pockets are simply not enough. You accurate, timely and actionable data, if you harbor any hopes of cracking it during the ultra-competitive Diwali sale period.
Here are the points to look out for to nail that Diwali campaign:
- Look at seasonal factors
When your revenue depends on the success of a short campaign or burst of advertising, the timing and relevance of your message is absolutely crucial.
For example, during seasonal events festivals like Diwali, you might start out with the assumption that people would be looking for greeting messages, images, wallpapers, shopping deals and so on. You can combine this with season-specific items like lights, crackers or gifts to get more context into the general purchase intent of users.
For this, you need to:
- know exactly what customers are actively searching for and the search volume for those terms
- conduct accurate keyword research in order to determine factors like keyword difficulty and prioritize primary and secondary keywords to target
- dig into historical data to find out what is likely to sell during this time of the year
Finally, you get down to the details and identify the metrics that you need to pursue in order to maximize sales.
- Analyze your niche
Since the New Year follows Diwali in some parts of India, traditionally, people have bought new apparel and gifts for each other during this period. However, making any assumptions with regard to possible bestselling products without attempting to assimilate and analyze market data is the biggest mistake you can make.
With the rise of e-commerce in India, the Electronics niche has replaced Apparel as the biggest selling product category during Diwali.
That’s not just because people strangely feel the urge to replace their phones and TVs during this time, but possibly because this is when online retailers offer their biggest discounts on electronics. Thus, the trends in your niche may not just depend on traditional factors, but also owe their shifts to competitive tactics and changing consumer preferences.
- Understand customer behavior
The key to targeting your customers better is to understand what makes them buy what they want and how they go about the purchase.
In emerging markets like India, a large chunk of the market has skipped the desktop devices on their way to becoming e-commerce consumers and directly made the mobile phone their sole instrument of online shopping. With most of the country now having access to 3G/4G connections, four out of five people use their mobile devices to access the internet.
COD (Cash On Delivery) as is a surprisingly common, elemental and necessary payment option that Indian retailers offer, in order to gain the trust of consumers who’ve not been online for much time.
Once you have an idea of the devices, software, and apps your customers like to use while shopping, you can zero in on their actual preferences and interests. You have options like remarketing, platform-specific analytics (like Facebook Insights or Google Analytics), and good old email marketing to help you do that better.
- Know your competition well
At critical times like Diwali, your competition is always snapping at your heels like hungry crocodiles. Again, with the widespread availability of big data as well as analytics tools that deliver actionable information that helps decision makers formulate and regulate their strategy, no singly company can boast of an exclusivity advantage based on resources or market intelligence.
Your best bet is to get access to more real-time, updated, relevant and processed data than your competitors can lay their hands on, and act quickly by developing or changing tactics based on this data.
For your SEO and PPC campaigns, use a trusted software that gives you access to invaluable competitive data, including
- the backlinkstheir site has got, along with the value of each
- their best performing content
- the keywords their webpages rank for, and how that compares to those of yours
- their ad copies
- their web traffic break up
- Create a foolproof plan
Given the limited time, huge budgets and intense competition, seasonal marketing campaigns leaves no room for failure. One small mistake in planning or execution, and you stand to lose out an entire year’s worth of efforts and money too.
To avoid this scenario, you need to start by knowing your market inside out. Changes in browsing and buying behavior, competitors’ budgets and strategies, new market entrants, breakthroughs or shifts in the industry, the influence of technology, government regulations, miss out on none of these factors while planning and running your campaign.
Follow that up by monitoring your progress every single day through the duration of the campaign. Dissect every spike or dip and try to iron out inconsistencies and uncertainties.
Let’s make that bomb of a Diwali campaign now, shall we?