Page 88 - IMDR EBOOK 20 OCT 2020

"Pandemic and Beyond: Naviga ng the New Normal" E - Book Year 2020

4. Are there any media channels you might be planning to spend more on?

Observations:
With ban on gatherings sponsorships and sports events are not even under
consideration.
Marketing over the digital medium has gained importance in recent years. E-
Commerce is a revolution that dramatically changed the way products and services are
being bought and sold. With current digital trends, it has become much easier and
cost-effective brands and retailers to reach out to their consumers to market their
products and services and provide consumer support on a 24/7 anytime, anywhere
basis. As more and more Indians use digital devices, brands and retailers are
incorporating digital marketing platforms in their marketing plans. These digital
marketing campaigns are becoming efcient and prevalent. The online shopping
framework provides a very different experience to the consumers than the traditional
way of ofine shopping. Apart from this convenience, other factors that attract
consumers to opt for the online shopping are the immediate placement of orders,
moneysaving offers and price comparison. Conrming this fact 70% of the respondents
will increase their marketing budgets for digital mediums.

With a view to maintain social distancing we will have long and frequent lockdowns.
People are quarantined into their homes and viewership of television channels has
gone up. To capitalise on this 20% of our respondents are likely to increase the
marketing and advertising spends on this medium.
Print media has the advantage of having a higher recall value. With an ability to craft a
message with staying power and it is perceived as highly credible. Thus 10% of the
respondents will increase the budgets on print media.

Yet again, it should be noted that the questionnaire was designed for the respondent to
select only one of the given answers from the options given. It is quite possible that
marketers will increase spend on more than one or all the above channels.

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