While brands are going all out to capture consumer attention with ad campaigns, Outbrain, a content discovery platform, analysed what consumers are choosing to consume. The data pulled out shows what people are choosing to search on the internet. During the month of October, Diwali related content was viewed more than 3 million times. Shopping remained one of the most viewed online category at a whopping 47 per cent followed by health. Amid the festive fervor, spirituality did not lose its charm, the gods and puja remained important elements this festive season.
The data offers insights for the marketing industry to analyze how effective their marketing strategy has been this festive season. Unlike TV commercials, Youtube ads which consumers usually skip through, deliberate search shows how effective their content is. However, within every category there is an evident change on how Indians are celebrating the festivals. There is a growing concern around health and environment, while we have come a long way from mothers taking charge of Diwali shopping, to people ordering their festive musts online, themselves.
Outbrain has other metrics which enable brands/publishers to measure the effectiveness of their content marketing strategy through time spent on the page/ page views.
Here is an infographic that portrays these trends and brings out the digital behavior of consumers this Diwali: