Criteo Launches Performance Marketing Asia Report
· Mobile platforms generate 36 percent of overall online traffic for Indian retail brands
· Cross device, search and native set to be biggest trends in India over the next 18 months
Criteo, the performance marketing technology company today released its ‘Performance Marketing Asia’ report in partnership with Worldwide Business Research (WBR). Interviewing 400 senior marketing professionals, the report gives insights on digital marketing trends and consumer behaviour in APAC region with special focus on Indian market.
According to the survey, 36 percent of online traffic for major retail, e-commerce & travel companies in India, comes from mobile websites and apps generating overall sales of 32 percent. Online traffic from mobile apps alone, comprised of 11 percent, which totally got converted into actual sales. With tremendous increase of smartphones, the rising use of social media platforms, e-commerce websites and the customer readiness to adopt new digital technologies, there has been an upsurge in growth of mobile traffic in India.
Realizing the significance of cross device advertising, 78 percent of digital marketers and advertisers expressed the importance to engage customers with a more personalised and focussed approach. SEO (Search Engine Optimization) helps advertisers in reaching users with more relevant and personalised ads across devices. About 74 percent of respondents feel that SEOs (Search Engine Optimization) will be experiencing maximum growth.
Sharing his perspective, Dushyant Sapre, Commercial Director of Criteo India said, “With larger screen smartphones, fast wireless broadband and seamless synchronization between web and app, online sales via mobiles websites and apps are experiencing a remarkable increase in overall sales in India. Thus, mobile websites and mobile apps are soon becoming the most preferred medium for advertisers to personally engage with users. Many brands today are understanding the importance of mobile and cross- device advertising.”
He further added, “M-commerce and E-commerce are on rise in India, and the number of devices through which customers interact with brands during the shopping journey is also increasing. It has hence become equally important for brands to connect with their users strategically and personalise their brand strategy. Companies should also focus on building a powerful case for internal transformation and development amongst management of teams, enhancing their own technological knowledge, and perhaps most crucially, partnering with the right solution providers to help them meet their goals”.
Endeavour to achieve maximum ROI through optimum resource utilization
Ad-tech companies help advertisers to analyse the big data and reach their potential customer. But, advertisers face a challenge finding a suitable ad-tech company.
§ Approximately 62 percent of Indian retailers face a challenge in finding properly segmented market and consumer level data
§ Almost 54 percent retailers find it difficult to achieve and justify ROI
§ Whereas, nearly 49 percent retailers felt that due to internal factors, lack of management or department support, it is difficult to tap the right customers online
Challenges advertisers face
Despite understanding the importance of cross device advertising and personalised advertising, many brands experience challenge in on-boarding and running cross-profile, personalised advertising programs.
§ Almost 70 percent retailers feel there is a challenge in identifying the best technology partner and accuracy of the solution
§ 63 percent respondents face difficulty in managing the latest privacy standards or best practices
§ Whereas, 50 percent of them feel there is lack of internal knowledge or skills to run the program