Publicis Commerce India launches inaugural Digital Growth Marketing Playbook edition

Publicis Commerce India has launched the inaugural Digital Growth Marketing Playbook in collaboration with Amazon Ads, aiming to guide advertisers in embracing a growth marketing approach for overall business expansion. This playbook addresses the shift from isolated campaigns to a holistic view of marketing's contribution to business growth. It highlights concerns such as changing consumer behaviors, competitive intensity, technological disruptions, uncertain demand, and rising costs.

Based on a survey among 100 senior marketers in India, the playbook offers insights into growth marketing outlooks and strategic steps for successful adoption. It emphasizes customized approaches for different brands, acknowledging unique challenges and opportunities. The playbook underscores the shift in the digital advertising industry towards customer experience, advocating for metrics beyond ROAS, including customer lifetime value and share of branded searches.

Outlined within are three primary levers for business growth: acquiring new customers, improving share of wallet, and increasing loyalty. It provides strategies for marketers to customize their approach, adjust execution, and measure success. Retail media channels, identified as popular in growth marketing, are recommended for enhancing reach and performance, with an emphasis on an 'always-on' advertising strategy for increased brand visibility.

Anshul Garg, Managing Partner & Head at Publicis Commerce India, stresses the playbook's strategic insights, enabling marketers to harness growth marketing effectively. Kapil Sharma, Director, Growth Customer Sales at Amazon Ads, highlights the playbook's role in unlocking opportunities for brands of all sizes.

The methodology involved a survey conducted between August 18th and September 9th, 2023, in collaboration with exchange4media (e4m), targeting 100 senior marketers in India. The respondents, aged 18 and above, provided insights into growth marketing trends and practices in the Indian market.