Indian jewellers are slowly but surely embracing new media as the preferred vehicle for promotional activity.
Breaking a decades-long trend, leading jewellery brands in the country have substantially raised digital marketing spend this festive season. While diamond jewellery retail chain ORRA has completely shifted to the digital platform, others like PN Gadgil, Gitanjali and Forevermark have increased their spending on digi tal marketing by 40-50% from last year.
Some have even tied up with bloggers and fashion and lifestyle magazine websites to generate content for their digital platforms and social media pages, hoping that the move will attract younger customers.
"The strategy behind completely shifting to digital marketing was based on the brand's belief that ORRA is already recognized as amongst India's top retail brands," ORRA's chief executive Vijay Jain told ET. "Given the longer purchase cycle (lower frequency than most categories), it's better to focus on consumers who are contemplating jewellery purchases for Diwali. Digital media allows for micro segmenting and the use of data analytics to sharpen the targeting. Our budget for digital marketing for next few months is around 6 crore."
ORRA is doing a mix of brand building and tactical communication on YouTube. The brand has taken its digital media plan across a host of platforms including display networks, Google Adwords and YouTube.
Even traditional jewellers from South India like Kalyan Jewellers feels that adoption of digital technology has become imperative today, not just to succeed but also to survive in the modern retail ecosystem. The company plans to double its spending on digital marketing to 10%.
"Without doubt, the market is in the midst of an inexorable shift to digital frameworks. Kalyan Jewellers is taking conscious steps forward in the use of digital technologies through relevant strategies," said Ramesh Kalyanaraman, executive director of Kalyan Jewellers. "Currently, 5% of our media spend is on digital, which consist of a host of initiatives that include social media campaigns and analytics. This will increase to 10% in the next three years. We also see big potential in ecommerce and have plans to make a foray into the online je wellery space soon."
Gitanjali Group and PN Gadgil Jewellers said they are getting encouraging results from using the digital platform.
Toranj Mehta, marketing director, Forevermark India, said, "Forevermark targets women who are aspirational and youthful.These consumers' media habits have changed drastically. Accor dingly, our focus too has shifted from traditional media to digital.
Breaking a decades-long trend, leading jewellery brands in the country have substantially raised digital marketing spend this festive season. While diamond jewellery retail chain ORRA has completely shifted to the digital platform, others like PN Gadgil, Gitanjali and Forevermark have increased their spending on digi tal marketing by 40-50% from last year.
Some have even tied up with bloggers and fashion and lifestyle magazine websites to generate content for their digital platforms and social media pages, hoping that the move will attract younger customers.
"The strategy behind completely shifting to digital marketing was based on the brand's belief that ORRA is already recognized as amongst India's top retail brands," ORRA's chief executive Vijay Jain told ET. "Given the longer purchase cycle (lower frequency than most categories), it's better to focus on consumers who are contemplating jewellery purchases for Diwali. Digital media allows for micro segmenting and the use of data analytics to sharpen the targeting. Our budget for digital marketing for next few months is around 6 crore."
ORRA is doing a mix of brand building and tactical communication on YouTube. The brand has taken its digital media plan across a host of platforms including display networks, Google Adwords and YouTube.
Even traditional jewellers from South India like Kalyan Jewellers feels that adoption of digital technology has become imperative today, not just to succeed but also to survive in the modern retail ecosystem. The company plans to double its spending on digital marketing to 10%.
"Without doubt, the market is in the midst of an inexorable shift to digital frameworks. Kalyan Jewellers is taking conscious steps forward in the use of digital technologies through relevant strategies," said Ramesh Kalyanaraman, executive director of Kalyan Jewellers. "Currently, 5% of our media spend is on digital, which consist of a host of initiatives that include social media campaigns and analytics. This will increase to 10% in the next three years. We also see big potential in ecommerce and have plans to make a foray into the online je wellery space soon."
Gitanjali Group and PN Gadgil Jewellers said they are getting encouraging results from using the digital platform.
Toranj Mehta, marketing director, Forevermark India, said, "Forevermark targets women who are aspirational and youthful.These consumers' media habits have changed drastically. Accor dingly, our focus too has shifted from traditional media to digital.
Source: www.adageindia.in/marketing/cmo-strategy/jewellery-brands-prefer-digital-media-for-festive-marketing/articleshow/49706027.cms
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