Making Digital Advertising Add Up in India
Brands go by the metrics that publishers themselves report, to gauge the effectiveness of their digital advertising and devise further strategies. However, research reveals that in reality only a fraction of campaigns targeted towards specific audiences actually reach those that they are intended...
Keep Your Customers Close, But Retailers Closer
A sharp increase in demand is expected in the post-pandemic marketplace, but new stores and distribution expansion may not be the best way for manufacturers to grow. Our data shows that under-serviced and deprioritized stores result in brands exiting from 30% of new stores in the first three months...
What Handsets Say About Consumers
Smartphones in India have benefited from the rise of inexpensive high-speed 4G internet. Affordable data has also paved the way for affordable handsets. The price band of a smartphone now reveals much about the consumer purchasing it, thereby enabling businesses in devising strategies for better...
Gen X Catches Up with Millennials in Transacting Online
The adoption of smartphones and the incidence of online financial transactions has always been high among Millennials. Comparatively, Gen X has been slower to adopt technology in general. What’s interesting is that this trend may be losing steam.
But Naturally - Going back to Naturals in India’s Personal Care Segment
Indian consumers of personal care products are increasingly showing a distinct leaning towards natural offerings. This is driven by a strong belief in the goodness of ancient Indian wisdom. Shoppers are now seeking brands that can offer fundamental solutions, and products that are safe for both...
When Emotions Give A Lift To Advertising
Statistically, many of our purchases are driven by emotions. Yet, most measurement tools are unable to assess the emotional connection that an ad creates with viewers. According to modern researchers, techniques that can directly measure neurological and biological reactions are the most accurate,...
Five Steps To Optimising Marketing Mix Strategies
As the media landscape gets increasingly fragmented, arriving at the right marketing mix is becoming more and more challenging. See how brands can optimise their marketing mix strategies by evaluating the historical relationship between marketing spends and business performance in a structured...
Read All About It: India's Book Market Is Poised for Growth
India’s literacy rate has seen significant improvement over the past decade. To better understand publishing in India on an industry level, Nielsen Book undertook a major research project, resulting in The India Book Market Report.
The Smartphone Becomes The Mobile Wallet
Cash is no longer the king! The phenomenon of mobile payment apps has been quick to catch on with the number of end-users ballooning. Take a look at how mobile payment apps have gone on to become a mainstay in our lives, the extent of their reach, and usage.
What Clicks With The Online Shopper?
With e-tailing coming of age, our numbers show that as much as 60% of consumers in developing markets are willing to use digital retailing options. Here's a look into the motivations of the online shopper and the trends that will help e-commerce brands stay ahead.