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?
Answer lies in GRPS lab’s tech solution known as ‘DigiLife’.
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.
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 –
It clearly highlighted the following insights –
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 email@example.com