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DMA Digital Diary: ‘Tis the season to be jolly

The halls are decked and the gifts are packed. With the festive season around the corner, Christmas shopping surged in the last few weeks in Singapore increasing by 22.4 per cent in the last week of November.

Ecommerce websites across the region organised various sales to cash in on the festive season. The Great Online Shopping Festival was organised by Google in India from December 10-12. Lazada which had its annual Online Revolution campaign saw the highest sales on December 12, the closing day for the sale.

Social media came up as the most effective form of marketing during Christmas this year with 37 per cent marketing professionals going for it. Social media was followed by digital advertising at 21 per cent and print at 19 per cent.

But what was surprising was that while 79 per cent believed that Christmas marketing is important only 58 per cent actually rolled out their campaigns targeting the consumers during Christmas period. Brands need to get on the Christmas bandwagon as this helps in reaching out to consumers at a time when they are looking for shopping for gifts.

Ecommerce websites rode the wave well as Indian consumers boosted online traffic during GOSF by 400 per cent. Lazada also saw 10 million shoppers visiting its websites and mobile applications, and 200 thousand customers placed orders for over 500 thousand items.

Among the brands that stood out this Christmas season in Asia-Pacific were Coca Cola (22 per cent), Starbucks (6 per cent) and Marks and Spencers (5 per cent). Brands should learn from them on how to engage the consumers during Christmas.

Wishing you all a Merry Christmas from the team at Digital Market Asia!

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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