Indian brands Marico, ShopClues and Ford share insights on how digital has changed consumer behaviour at 'Google for India'

Indian brands Marico, ShopClues and Ford Motors shared insights on how digital has changed consumer behaviour

Industry experts shared their insights on how brands can leverage digital to drive their business at the third edition of 'Google for India' event organized by Google.

Google also shared details about new Google tools that enable advertisers to measure and attribute audiences better for example store visits for YouTube and store sales direct.

It further showcased how brands can connect with customers through cross screen audiences and measurement, custom affinity and intent and life events.

According to Debbie Weinstein, managing director, YouTube/video global solutions at Google, increase in the penetration of internet and smartphones users has created huge demand for online video.

Anurag M, managing director, Ford Motors said: "In 2016, 2% of our sales came through digital spends. Currently, more than 20% of our sales come are driven by digital, and some of our dealers are already getting one third of their sales from it. We reduced cost by seven times and reduced time to purchase by customers to half. Today, for every rupee we spend on digital we get offline sales equivalent of 30 times and our aim is to push that return higher."

Anuradha Aggarwal, chief marketing officer, Marico said: "At Marico, we decided to experiment with digital for Livon. In the process, we broke some standard advertising beliefs by understanding that our young consumers lived in the moment and targeting them more efficiently through customized online videos. The results have been great. We spent 80% of our budget on digital and saw 18% growth in sales offtake and 65% growth in modern trade and e-commerce without spending a dollar on TV. Today, Livon has become Marico's first digital-first brand."

Radhika Aggarwal, founder , ShopClues said: “At ShopClues, we compete with brands that have 10 to 15 times our spends and so we need to be very focused. This Diwali, we partnered with Google to target customers in smaller cities with our campaign to drive conversions. In terms of results, our cost per reach went up by three times and our cost per acquisition went down by 54%, we wouldn't have managed to achieve these results without digital."

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