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Consumers in India are carefully weighing their purchase options and considering more brands than ever today. Yet with Google internal data showing 89% of fashion-related searches being generic in India, it can be challenging for retail brands and e-commerce marketers to identify valuable customers in real time.
This was especially so for fashion e-commerce brand Myntra, which believes in democratising fashion and helping its customers access a variety of fashion brands. This meant that Myntra not only had to show up for trending searches, but also identify upcoming trends in fashion and establish a presence there.
We spoke with Myntra Chief Marketing Officer Sunder Balasubramanian to learn how the fashion e-commerce brand reached its valuable customers at scale by using full-funnel Google AI-powered ad solutions across Search, video, and apps. Watch the video to see how using a combination of Performance Max, Video action campaigns, and Firebase signals helped the brand to unlock efficiencies in its omnichannel marketing and drive a 37% increase in return on ad spend.