With the ever-increasing clout of digital content and exponential growth of e-commerce space, brands are catching up with appropriate digital content including advertisement formats that intend to attract consumers attention within the digital ecosystem. However, marketers struggle to implement the right content, at the right moment on the right digital touchpoints. Most of the digital content out in this complex ecosystem is either based on past experience or best guesstimate or driven by guidelines laid by respective digital platform. The only way to ascertain the impact of the content is how much hits/views it is generating, and incremental sales post the release of the content which is often part of the total marketing activity. So, by the time the marketers get this info, they would have spent most of the allocated budget. There is a lot of money being wasted because of this trial-and-error methodology.

So, how do we stop this leakage of digital spends and ensure marketers have enough evidence to make right investment before the actual investment happens?

DigiLife helps marketers to get important first level insights which empowers them to make the right decision. DigiLife is a one-stop tech solutions which houses mock-ups of various popular digital platforms to enable intuitive decision making journeys. With a focus on e-commerce, video streaming, OTT, digital news, search engines and live music/video platforms - Marketers can embed different digital content such as static or banner Ads, GIF/video Ads, product details, textual content, etc, within the mock-up of digital platforms. These mock-ups when used within the survey ‘intelligently’ i.e. getting the brand’s target audience to experience the Brand exposure in the simulated context which is closer to the actual experience can enable marketers to get answers to many questions which were unanswered previously. This is made possible by DigiLife embedded mock-up and intelligent data capturing technique.

Let’s look at a case study –

In a highly competitive FMCG category which witnessed it’s online sales activated by Amazon grow exponentially post Covid period. Client’s brand X which was the 2nd brand in-terms of market share was looking to overthrow or at least close the gap with leader brand Y. With both competing brands having similar distribution, it was important to counter Brand’s Y digital presence with impactful digital content and effective product placement within the Amazon e-commerce platform.

With this objective, Brand X developed a few options across it’s digital assets and wanted to understand which of these options were best suited to attract online shoppers more effectively and increased their chances of better conversion replicating the actual environment.

• Banner Ad placed on Amazon home page of the platform - Option B1 and Option B2
  

  Option B1

  

  Option B2

• Product placement on search result page of Amazon – Option Sponsored 1^st position P1 and Option 2^nd position P2
  

  Option Sponsored 1^st position P1

  

  Option 2^nd position P2

• Video Ad placed on the product page of Amazon - Option V1 and Option V2

  Primary research was conducted among the target audience with in-context exposure of Brand X’s creative using in-context DigiLife mock-up of Amazon platform. Using A/B testing methodology -

  

  Option V1 and Option V2

It clearly highlighted the following insights -

• 01Consumers spent more time browsing Banner B1 on the home page and it also generate higher brand life on purchase intent

-Hence Banner B1 Ad was found to be more effective and impactful vs. Banner B2 - indicating clearly that the Client should use Banner B1 for the actual activation

• 02Click through rates (CTR) were similar for Product Placement P1 and P2, however ‘Sponsored 1^st position’ clearly drove higher no. of respondents pressing ‘Add to cart’ or ‘Shop now’ compared to P2 scenario. This was also reflected in higher purchase intent when product placement was at 1^st position

-Hence to counter brand Y’s brand pull, Brand X needs to get it’s product placement ahead of the brand Y and need to buy out 1^st position on the Amazon platform

• 03More no. of respondents clicked and viewed video V2 as compared to video V1. Average time spent was significantly higher for V2. This was also corroborated by high awareness and association when V2 was exposed. It was also found the video within the product page drives imagery/associations. V2 was also found to score higher on creative diagnostics as compared V1

-Video as a format is important to be used within the Product page - either as part of Carousel or part of Product details displayed below on the page specially for driving association

-In the case of comparison, client will benefit more if V2 was used instead of V1

While the client got all the answers and a clear way forward backed by data evidence, the whole research was completed in 3 days made possible by smart DigiLife mock-up + data capture technology and automated survey platform SurveyGuru by GRPS Lab. And importantly it was cost effective to conduct the research

As you can see how DigiLife made possible to get answers to questions at the initial stage which otherwise looked difficult.

Similarly DigiLife can be used for testing various digital assets in complex non-intrusive testing environment. To know more details email us at info@grpslab.com