The days leading up to Eid brings along an air of bonding and celebration for people, wherein they increase their online activities, resulting in increased digital spending. Meanwhile, brand interaction during festivities also helps acquire new users with a 73% active online audience and also retargeting the existing ones (Statista). Moreover, equally great opportunities awaits for brands as, during Eid- Al -Adha online shoppers become more active with an increased purchasing intent in search of better deals.
However, maintaining brand uniqueness and effective campaign optimization during the ongoing festivities market is often a concern where advanced AI comes into play with its precise segmentation and rich data insights for effective decision-making. Further, when combined with an omnipresent ad strategy, it unveils a legitimate win for brands.
How does Eid-al-Adha influence e-commerce sales?
For e-commerce, exciting opportunities are unlocked as people shop various things for home decor, and personal items like apparel, electronics, groceries and also gifting items for friends and families in the month leading up to the festival of Eid. People also indulge in online activities like sharing greetings, browsing for better deals and brand awareness. Since online presence and differentiation play a huge role, rich media innovations that engage with the user & increases interaction are essential to brand campaigns. Often, rich media innovations help carry the brand’s message and give the convenience of shopping directly via ads without leaving their favorite apps, which ultimately boosts interaction rates. Also, with 78% consumers open to trying new brands during festivities, brands can secure a boost in sales. (Statista). However, to boost brand recall, especially when many brands compete for user attention, brands need an omnichannel approach to succeed.
What is the significance of a digital omnichannel advertising approach during this period?
Undeniably, it’s an experience that helps drive brand recall, especially during Eid! Making omnichannel just the right strategy for brands to opt for this season since it leverages the benefits of synchronized and consistent messaging across multiple digital channels. This seamless ad integration can help cohorts complete their user journey by showcasing the products that interest them across different touchpoints. This also helps enhance the brand’s visibility in a highly competitive market by obtaining valuable insights into changing trends and enriching brand campaigns in real time. Also, upon encountering ads at the convenience of chosen touchpoints, users intend to recall and recognize the brand better, leading to increased user acquisition and retention. To make the most of it, however, brands must utilize the potential of AI-enabled advanced ad technologies.
How can AI-enabled tech supplement an Omnichannel marketing approach?
Today, the excellence in campaign performance powered by artificial intelligence is not hidden from anyone. Smart personalization with the help of data insights, audience segmentation and robust reporting to see campaign progress can help target audiences, especially during this period of massive consumer spends. Further, brands can also take advantage of customized and unique rich media innovations that captivate audiences through their narrations and generate high engagement. This, when integrated with AI, allows brands to catch user attention during peak engagement hours. However, its real significance comes from freedom, as brands can now filter targeting independently based on location, context, dayparting, language, demographics, OEM apps & devices, etc., depending on their needs. They are also served with rich AI-enabled data insights for easy traffic buying along with hand-picked and top-notch ad placement in premium app inventories that go beyond the Google app store. Everything from brand awareness to performance marketing at a minimum price and a brand-safe environment powered by fraud detection tools. Ultimately, it streamlines the ad process and pushes scalability with enhanced conversions, CTR, and C2V for brands. Further, considering AI’s rapid adoption growth of 17.3% annually (Statista), it is undoubtedly the prime factor driving the future of ad tech.
Lastly, with the increasing searches and spending near Eid al-Adha, brands can look ahead to big returns and brand awareness with the help of AI precision in an omnichannel strategy. Together, they will drive both short-term sales and long-term brand value that surpasses the season and makes brands future-ready.
Written by: Sanjeev Bankira, Country Head – India & MENA
