White paper: Brands need to double time spent advertising online mega sales

With APAC consumers flocking online during the pandemic, marketers need to invest early and widen their net to maximise impact during these events.

While marketers traditionally launch advertising campaigns a fortnight before mega sales such as 9/9 and 11/11 across APAC markets, the onset of the pandemic and the subsequent shifts in purchase and consumption have upended some of these rules. According to findings from a whitepaper from Facebook and MediaCom, marketers need to now plan as much as a month in advance of these mega events and consider widening the scope of their target audience to maximise their sales.

“Brands able to advertise earlier are in a position to to beat competition and do so with lower cost per acquisition,” said Josh Gallagher, MediaCom’s Chief Product Officer for APAC. Three weeks prior to such sales, the cost of advertising could be as much as 19% lower.

While consumers prospect for the best deals during these sales, low pricing and discounts may not be the only triggers for purchase. Instead, the research shows that across APAC markets, consumers are willing to consider other factors ranging from innovation to trendiness, reliability and authenticity as purchase triggers.

As brands consider extending their campaigns to target confined consumers, they should also look to prospect for new customers rather than retargeting existing ones. As the online audience has widened, not only have newer users come aboard (from new demographics such as Gen X), but also what constitutes essentials has changed. Leading brands tended to gain more business by targeting new customers, rather than relying on existing clients alone, the study showed.

“While traditional sales, driven by festivals or religious events may be driven by gifting to family and friends, online sales in APAC tend to be more opportunistic,” Facebook’s Strategic Communications Planning lead for APAC, Carlos Palacios said.

Download the white paper here.

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