From discounted coupons to online IPL merchandise to online cricket campaigns, IPL has truly changed the face of digital marketing in India. In this episode, we will explore how brands have leveraged the power of digital marketing through IPL.
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Brands, big or small, have understood the emotional connection that IPL has with the audience. From fostering brand awareness to promoting various products and services, businesses leave no stone unturned to leverage the power of IPL.
When the IPL began in 2008, little did brands and audiences know how big the league was going to get in the future. It has been fifteen years since IPL was first played, and it has only grown in stature ever since.
Among industries that have grown by leaps and bounds is the digital marketing sector.
Here’s how digital marketing benefits from IPL:
One: Short format
One of the major reasons digital marketing benefits from the IPL is because of the league’s short format. The three-hour format and the double-headers on the weekend make it ideal for digital marketing agencies to cash in on the league.
Two: Product placement
The IPL seasons are perfect for product placement. Businesses put their money on IPL to launch and promote their products and services using different digital marketing channels.
Three: brand awareness
Be it an established brand or a start-up, the IPL seasons are perfect for fostering brand awareness. From various streaming platforms to TV and OTT, businesses expect a large number of audiences, perfect for taking their brands to newer target groups.
An article published by Dhritiman Mitra on LinkedIn mentions the following:
“IPL is a visibility and user growth engine for startups in India. Associating with IPL will give these startups amazing visibility. For some of them that are impacted positively by the pandemic, the cost of acquisition has gone down, and the startups may be looking at either consolidation or significantly increasing their market share.”
In addition to brand visibility, businesses look for conversion and IPL provides the ideal platform to increase the conversion rate. Ads on mobile phones during IPL have a higher chance of attracting customers more than on regular days. Brands have realized how quickly a business can grow if IPL is leveraged the right way, and the weapon of choice for brands, is digital marketing.
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