Publicis Commerce India launches inaugural Digital Growth Marketing Playbook edition

Publicis Commerce India has unveiled the Digital Growth Marketing Playbook in collaboration with Amazon Ads, aimed at guiding advertisers in adopting a growth marketing approach for overall business growth. The playbook addresses challenges such as increased competition, technological disruptions, uncertain demand, and rising costs, emphasizing short-to-mid-term growth in response to changing consumer behaviors. Based on a survey of 100 senior marketers, the playbook provides insights into their outlook on growth marketing and outlines strategic steps for successful adoption, recognizing the unique challenges of each business cohort.

Focusing on the shift from customer engagement to customer experience in the digital advertising industry, the playbook advocates expanding the marketing funnel to include both conversion and retention metrics. It identifies three primary levers for business growth: acquiring new customers, improving share of wallet through enhanced customer experiences, and increasing loyalty for sustainable growth. The playbook suggests growth marketing strategies related to these levers, guiding marketers on customization, execution, and success measurement.

The playbook highlights the increasing popularity of retail media channels in growth marketing, with 97% of marketers being aware of retail media and 69% actively using it for growth initiatives. It recommends leveraging multiple retail media formats, including video ads and display ads with native ad formats, and emphasizes an 'always-on' advertising strategy for enhanced brand visibility and search volumes. Anshul Garg, Managing Partner & Head at Publicis Commerce India, and Kapil Sharma, Director, Growth Customer Sales at Amazon Ads, underscore the playbook's role in helping businesses unlock growth opportunities with a strategic and long-term marketing focus.