Publicis Commerce, Amazon Ads unveil Digital Marketing Playbook

Publicis Commerce India today announced the launch of the inaugural Digital Growth Marketing Playbook.The playbook – in conjunction with Amazon Ads –outlines how advertisers can adopt a growth marketing approach, shifting from focus on isolated campaigns to looking at how marketing can contribute towards delivering overall business growth.

This playbook aims to present a marketer outlook towards growth marketingand provide directional steps thata brand can take when enabling growth marketing. It sheds light on the top-of-mind concerns among marketers, emphasizing short-to-mid-term growth, particularly in response to changing consumer preferences and behaviours. It identifies challenges such as increasing competitive intensity, technological disruptions, uncertain demand, and rising costs as key hurdles that marketers face.

Based on a survey among 100 senior marketers, the Digital Growth Marketing Playbook offers insights into marketers’ outlook on growth marketing and presents strategic steps for brands to adopt it successfully.The playbook features customized approachesacross brands, recognizing the distinct challenges and opportunities each business cohort faces.

The playbook also looks at the digital advertising industry’s shift from customer engagement to customer experience, expanding the marketing funnel to include both conversion and retention, and why brands need to explore metrics beyond Return On Advertising Spends (ROAS), highlighting the significance of customer lifetime value, share of branded searches and new to brand customers.

The playbook identifies three primary levers for business growth:

Acquire New Customers: Reaching new audiences to expand market segment share in a sustained way by managingshort and long-term growth and leveraging key events

Improve Share of Wallet: Offering new launches and driving growth through high-value added customers experiences

Increase Loyalty: Building strong brand loyalty and retaining customers is crucial for sustainable growth

These business growth levers translate into key growth marketing strategies which guide marketerson how to customise their approach, amend execution and measure success.

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Publicis predicts additional growth from digital advertising

Feb 2 (Reuters) – Publicis Groupe (PUBP.PA), the world’s third-most significant promotion company, expects natural and organic net profits progress of 3-5% this year, it explained on Thursday following client paying on digital internet marketing helped it to beat anticipations for 2022.

Shares in the group have been up about 5% by 1000 GMT, with J.P. Morgan labelling the firm’s direction as “pretty impressive”, while Credit score Suisse said it need to also give self confidence to peers these types of as Britain’s WPP (WPP.L).

Regardless of a demanding 2022 marked by inflation, COVID-19 in China and a slowdown in world-wide promoting expending, Publicis twice elevated its guidance final year as shopper paying out on digital marketing and advertising boosted revenue.

“We have not found a alter in the behaviour of our shoppers thanks to inflation,” Chief Executive Arthur Sadoun instructed reporters on a connect with just after Thursday’s outcomes.

In distinction with modern hefty career cuts by large technological innovation providers, Publicis intends to continue employing to help its development, finance main Michel-Alain Proch instructed analysts.

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Its digital and info-pushed enterprises Epsilon and Sapient, the former of which was obtained in 2019, accomplished organic net earnings expansion of 12% and 19% respectively previous 12 months.

“Now we are on the lookout for so-termed bolt-on acquisitions,” CEO Sadoun said, with the organization owning earmarked between 500 million and 600 million euros ($549 million to $659 million) for this kind of deals.

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Publicis posted 10.1% organic progress in internet earnings to 12.57 billion euros past calendar year, beating the 8.8% consensus forecast from analysts polled by the company.

On customers marketing choices, Sadoun said there was a transfer absent from traditional tv toward sensible TVs as very well as retail media and first-occasion

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