Motorola's media strategy stays digital-centric, affirms Shivam Ranjan

Shivam Ranjan, Head of Marketing - APAC at Motorola, affirms that digital will persist as the primary driver in the brand's media plan, constituting over 50% of the mix. The growth trajectory in Europe, the Middle East, and Africa reflects double-digit expansion, resulting in increased profitability. Within the APAC region, a remarkable 41% year-over-year market growth has been achieved compared to 2022.

Despite a 14% market decline in Q1 in India, Motorola has not only maintained a premium growth rate but has doubled its premium portfolio and expanded the 5G portfolio by 8X compared to 2022. The commitment to sustained double-digit growth remains, with a focus on capturing market shares from competitors.

Motorola's media strategy revolves around digital dominance, with a flexible mix depending on product strategy. Premium products lean towards retail, while mid to mass-segment products prioritize digital platforms. Even traditional ATL investments, such as out-of-home, emphasize digital components. Collaborations extend to offline channels like cinemas and television networks for increased reach.

The brand's overarching marketing outlook emphasizes ROI-centricity and measurability. The focus is on metrics beyond awareness, considering purchase intent and impact on online searches. Collaboration with e-commerce platforms like Flipkart and Amazon involves tailored strategies based on each platform's unique metrics to drive conversions.

Hyperlocal marketing initiatives involve a blend of global and local creatives, leveraging retail investments for tangible consumer experiences. Motorola aims to establish partnerships with key modern trade brands, utilizing multi-brand outlets to showcase products with visible demos and drive consideration and purchase intent. Specific communication within societies targets retail footfall, emphasizing individual store actions over generic promotions.