: The marketing approach centered on redirecting leads from digital to official website: Francis Wong, realme #IndiaNEWS #Festive Marketing Week Francis Wong, CMO India, Europe & Latin America,

The marketing approach centered on redirecting leads from digital to official website: Francis Wong, realme #IndiaNEWS #Festive Marketing Week
Francis Wong, CMO India, Europe & Latin America, realme on how they created a blueprint that enabled the brand to redirect leads from digital and social media to commerce channels.

Since the beginning of the festive season this year, realme in a press release slated to have garnered a sale value of INR 3,500 Cr across all channels during the festive days which happened from 2nd October 10th October 2021. The brand over the years has managed to penetrate the budget mobile segment with a core focus on the youth TG.

Social Samosa in conversation with Francis Wong, CMO India, Europe & Latin America, realme understands the marketing blueprint in place to support the festive marketing sale.

Edited Excerpts:

In light of the festive season milestones seen in terms of revenue & the number of pieces moved take us through the marketing blueprint you had in place to back the festive sale.

Social media plays a crucial role in creating awareness about the offers available in the festive season of the year. We have derived traffic from all social media platforms. The marketing approach was centered on and in line with the sales plan, with the purpose of redirecting leads from digital to the partner/official website.

In terms of sales strategy, we allocate marketing budgets to digital media purchases and social media channels, primarily Twitter and Facebook.

In the first round of festive sales, we sold over 170,000 units of realme GT Master Edition 5G, contributing to a 1200 percent increase in the Rs 20,000-Rs 30,000 pricing range for smartphones.

Content for commerce has been one of the biggest trends this festive season. Even Flipkart created real-time content programming for engagement, layered with e-commerce elements. Where does content stand in the scheme of things at realme? As a marketer, what are your thoughts on the trend of content for commerce?

Content has emerged as a key element for engagement on social commerce platforms. In 2022, realmes official website will also explore social commerce, turning our app into a super app by bringing content, tech-life ecosystem products, and other exciting trends under one roof. It will become a one-stop destination for consumers to enjoy, watch content, and shop their desired products.

realme has strong penetration in Tier II and III markets, which contributes to approximately 68% of online sales for realme. To set the festive tone and engage with our vast target audience, realme has been bringing more personalization and curation to customers online through a greater degree of tech and marketing integration. Also, next year, we will leverage content through multiple touchpoints like Smart TVs & devices (Laptops & Tablets) to drive active/passive brand discovery as well as conversions.