Think With Google - Festive Insights With Google
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Think With Google - Festive Insights With Google
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Think With Google - Festive Insights With Google
- 2. Winning the Indian Festive season shopper Nupur Verma, Google Account Manager, Google India
- 3. August September October Raksha Bandhan Independence Day Ganesh Chaturthi Onam Dussehra Diwali Navratri
- 4. Confidential + Proprietary For updated PoV, reach out to DIP-IN@ Source: Press article; Press article 2 40% Annual sales of clothes, electronics, automobiles, and household items in the country happens in festive months $4.3B Online sales in October and November; 43% higher than the previous year; e-Commerce as a category grew by 26% in 2018
- 5. Browse Visually Explore Locally Re-engage Digitally Mega-trends that are defining the digitally influenced shopper
- 6. Demographic SELF Demographic + Deeper Festive SELFNeha, 29 years-old, Lives in Delhi Home
- 7. Impulse Deal seeking purchase Planned Auspicious purchase Home Jewellery Ethnic Mobile Cosmetics Clothing
- 8. Jun’18 July’18 Aug’18 Sep’18 Oct’18 Nov’18 Dec’18 25 50 75 100 June July 19-26 Aug 16-23 Sep 7-21 Oct 4-11 Nov Branded Real Estate Indexed query trends Branded Real Estate search trends start as early as July vs Generic in May Query Signals : Move From Generic to branded Proxy Signals - Search for Home loans Other Target Opportunity: Home services, Home Decor Insight Corner Home Loans
- 9. 100X 7Xyoy yoy "Palazo Saree" is another design which has grown "Ruffle Saree"/"Frill Saree" and "Jhalar wali saree" has grown
- 11. 3/4 Millennials consider it important that YouTube videos feature people who are genuine, authentic, or relatable.
- 12. Is your brand present at Neha’s digital touch points? Neha, 29 years-old, Lives in Delhi
- 13. Insight Corner Search trends start as early as July Query Signals : Broadly generic, 6 out 10 queries non branded Deal seeking behaviour - Search for deals and discounts Ongoing engagement even in the store : 67% of smartphone buyers used digital in-store. Jun’18 July’18 Aug’18 Sep’18 Oct’18 Nov’18 Dec’18 Mobile phone 25 50 75 100
- 14. 55%people switch between text search and video while they are looking to buy a product queries are non branded 6/10
- 15. Insight Corner Search interest peaks 2-3 weeks before the festivals Dussehra Diwali & Ganesh Utsav are key festivals for Beauty Peak day searches are 2-3X of average daily searches Body art searches grew 33% around diwali Jun’18 Jul’18 Dec’18 Beauty Products Ganesh utsav Dussehra Diwali Aug’18 Sep’18 Oct’18 Nov’18
- 16. Category queries drive search for this vertical Hair Care Insight Corner Skin Care Makeup Highest searches in the category are related to 50% 30% 20% Source : Google Internal Data, December 2017 - November 2018, YouTube Internal Search data
- 17. Is your brand present at Neha’s digital touch points? Neha, 29 years-old, Lives in Delhi
- 18. Plan early July-August Plan for all potential digital touchpoints Talk 1:1, break the clutter with sharper targeting
- 19. Thank You!