Interest and investment in augmented reality and immersive digital marketing is greater than it’s ever been before. Through the journey of evolving brands, we have witnessed the adoption of a mobile-first creative approach. Augmented Reality marketing provides brands with a highly desired tool in their belt when it comes to driving sales and enhancing brand value through mobile devices.
The explosive growth of immersive marketing saw big brand wins during the early days of the adoption of AR in marketing. Because of this, AR emerged as one of the fastest-growing digital marketing trends, alongside voice commerce and the use of first-party data. Industries ranging from e-commerce to fintech and FMCGs raced to leverage AR marketing for their brands.
This growth has been witnessed with Augmented Reality marketing playing a key role in social media marketing as well. While Snapchat was one of the first social media giants to adopt AR, Instagram was quick to follow. Google, too, launched AR powered 3D images in searches for products on various e-commerce brands early this year. This proves that AR can be used in multiple ways for a number of different reasons, whether it’s increasing user engagement or offering interactive elements for consumers.
The first step to creating a space to build AR-powered apps, experiences and campaigns were taken by tech giants like Facebook, Apple and Google. They created platforms like Spark AR, Apple’s ARKit, and Google’s ARCore which made it simpler to leverage AR in marketing and products for any brand.
But the doors for AR marketing only really opened with the conception of Facebook’s augmented reality suite Spark AR Studio. This tool allowed anyone to create their own filters and campaigns which could be utilized for Facebook and Instagram Stories. Free for all to use, Spark AR by Facebook has provided a platform for many brands to create their own AR effects and filters. This quickly launched Augmented Reality marketing to new heights.
While e-commerce brands, specifically beauty and lifestyle, were quick to tap into the feature by allowing customers to try out products, brands also leveraged AR for high impact brand awareness. A prime example of this was Adidas Original’s decision to create a custom AR effect that was in line with the trend of vintage filters and retro photographs at the time. Their filter added a nostalgic look to your stories, including a ‘glitch’ effect. This custom AR effect was extremely share-worthy, very on-trend and was perfect for building brand awareness!
AR marketing witnessed a peak in the entertainment industry as well, with several well-known media giants tapping into Augmented Reality marketing for the launch of largescale projects. Known celebrities and producers used AR in marketing for movies, TV shows, and even new music. This was seen most prominently with Netflix. One of their largest campaigns tied up with the New York Times and Google Lens for readers to scan and discover images that led to a Stranger Things reveal.
The use of Augmented Reality and Virtual Reality is expected to steadily grow as more brands across sectors leverage it to engage their core audience. India is projected to increase both the creation and consumption of immersive media following the global trend. Brands in real estate, media and entertainment, automotive, and retail are expected to showcase the maximum adoption due to clear use cases, as per the Nasscom Graphic: Geetanjali.
By 2022, over $6.5 billion would be the estimated size of the Indian immersive media market, with a higher percentage of it pouring in from the Augment Reality market. Around $5.9 billion is expected, in comparison to the $0.5 billion estimated from the VR market, due to higher costs for creation and execution. The explosive growth of 172% from 2018 to 2022 can be attributed to the easily accessible tools and adoption of Immersive media by top Indian brands.
AR marketing has the capability to improve and create an immersive experience thereby leading to better brand perception if created well. As such, it is essential for brands not to use AR for novelty purposes, but to build a more seamless experience that would provide a positive AR experience while thinking about the long-term benefits of the experience.
Brands like Pepsi, with their #SwagStepChallenge and Lifebuoy, with #LifebuoyKarona, have used AR filters to create hashtag challenges on channels like TikTok to increase buzz around the brand. They roped in celebrities and influencer marketing campaigns to further amplify their AR filters. This helped create a massive awareness of their brand recording explosive cumulative reach of over 85 Billion views on both hashtags on TikTok, without the notion of driving sales or action.
Augmented Reality is often perceived with the restricted utility reserved for selfies or social media filters. However, the Augmented Reality market can stretch further this with the capacity for much larger impact. The ability to allow a customer to try out products without leaving their home or their screen is a level of immersion and interaction that even interactive ads cannot offer.
By creating AR versions of a product or set of products, brands can provide customers with a better idea on the actual look and feel, while simultaneously setting the right expectations for them in terms of the deliverables.
Brands that have most heavily used and relied on leveraging the tool are present in the retail, beauty and lifestyle segments. L’Oréal’s virtual makeup tool was a path-defining AR creation which helped customers across the globe test and try their makeup virtually anywhere. They added another step helping to enhance the marketability - the option to try the superimposed makeup in real-time with the filter, or take an existing picture to upload and have the filter tested on.
On the other hand, providing a vision to home and interiors, IKEA paved a way for real estate companies by allowing customers to view their products in real-time within their own homes. This increased the possibility of purchase with increased visualization, leaving very little to the imagination.
The real estate sector now faces the need to implement AR in product visualisation as well, especially to keep up with marketing during COVID-19. With fewer brokers and agents taking on home visits due to the restrictions imposed by authorities, it has become difficult to meet the existing demand for house hunters. While many have turned to virtual tours, AR can significantly drive sales, during and after this pandemic.
Your core audience is bombarded with a colossal amount of marketing messages every day, making it hard for marketers to ensure their message is heard. Providing your brand with the parachute of AR and adding a layer of immersive marketing can place it above other brands in a consumer's mind.
Making the brand more interactive, healthcare brand Medlife leveraged Facebook Augmented Reality marketing to educate viewers on the CPR procedure. This created deeper engagement for the audience by providing learning and greater rewards to their subconscious mind as well.
For brands who are dependent on the physical store experience to drive business, Augmented Reality provides the potential to amplify this by creating a digital experience simultaneously. A frequent example of this is seen with QR codes and bar codes that can be scanned. Doing so pulls up an AR manual or experience with detailed information on the product and brand.
Two popular examples of Hyundai and Mercedes have showcased how the auto industry has utilized AR to improve customer experiences. While Hyundai created AR-powered manuals for drivers, Mercedes created an app integrating AI to ‘Ask Mercedes’ any questions relating to the product and brand similar to a chatbot.
Augmented reality is a tool which can transform the B2B customer-vendor experience with the help of a single click. Limitations of what a vendor is able to provide, along with the misaligned customer experiences, is eliminated with the help of AR.
Creating dynamic sales presentation material to the customer with AR-powered content can provide a virtual 360-degree look at their product lines, and is one of the most used technologies in the B2B space.
Ever imagined that you could be in two places at once? With the help of a VR headset, this can be achieved. This novelty soon became a reality as the COVID-19 outbreak caused many companies to shift to a work-from-home model. Business continuity is a key focus for organizations while they are also looking to stay home to stay safe, but also want to provide real-time experiences. VR technology plays an important role to achieve this.
Companies like Quess, which is focused on sales-driven marketing and human interaction has their employees getting AI-powered training on their mobile devices. The face-reading AI also provides them with real-time feedback on their voice modulation, tone and facial expressions and key notes to focus on for improvement.
The biggest learning digital marketers can take from this is that it’s time to adapt. Investing in the available AI technologies to maximize your results has become the need of the hour. It is critical for your brand to reach the objective of managing more data effectively and improving your consumer experience.
The creative potential of using AR in marketing can provide your concepts and campaigns with an increased potential for brand awareness and recognition. 2020 is the year to explore immersive marketing to maximize your brand’s potential. At Social Beat, we implement a mixed marketing strategy which includes AR to enhance our efforts and deliver results.
In a constantly evolving economic landscape, there are many challenges that marketing leaders need to overcome. They are under constant pressure to improve the efficiency of marketing campaigns by lowering acquisition costs and increasing profitability. There has also been a significant shift in the data landscape along with increasing privacy concerns after the GDPR and Cambridge Analytica data scandal.
A cost-effective way to overcome these challenges would be to start looking internally and utilizing existing business assets. Leading companies like Nestle, Ikea, and others, are also looking to leverage high-quality first-party data in their marketing strategies. First-party data becomes an important factor for a successful marketing campaign and marketers who don’t adapt would be missing out a great deal.
Earlier this year, Google declared that Chrome, which is the most widely used browser in the world, would start eliminating support for third-party cookies. Third-party cookies are a simple line of code placed by websites on a user’s hard drive. These cookies form the basis of building behavioural profiles of users on the internet and help marketers in their targeting.
Companies who are at the centre of consumer data, including Facebook, Twitter and Oracle, are slowly moving away from third-party data. On the other hand, a widespread concern around data privacy has led to consumers becoming more aware and demanding increased levels of data privacy. Browsers like Chrome, Safari and Mozilla are now blocking third-party cookies in their browsers.
All of this combined would have a large impact on the targeting options available for advertisers. With third-party cookies now becoming irrelevant, first-party data in marketing automatically becomes a brand’s best option to track and target customers for their online campaigns.
Any data that you collect directly from consumers and with their consent is known as first-party data. This data is usually reliable and trustworthy and can help drive high-value leads and limit unnecessary ad spends. For a brand, their online sources for collecting first-party data in marketing would be the company’s website, app, CRM, social media, email marketing, surveys etc.
In November 2019, sportswear giant Nike had announced that they will stop selling on Amazon and focus on selling direct-to-consumer via its own website and app. This decision comes as a part of their vision to elevate consumer experiences and build direct and personal retail experiences with its consumers. Selling directly through their own online properties and retail stores would also mean Nike can completely control and own their first-party data. This move by Nike shows us that they are confident in driving all traffic to their own website to enhance the consumer experience and also lower acquisition costs and improve profitability. This might just be the tip-of-the-iceberg and actually be indicative of the start of a massive shift in how brands sell online and start opting for the direct-to-consumer strategy. And this, in turn, could lead first-party data in marketing to become a new digital marketing trend in the making.
For brands looking to accelerate their adoption of first-party data in marketing, one of the most important and invaluable assets they already own are in-bound consumer calls. As per a recent survey, consumers are increasingly turning to phone conversations during the path of their purchase journey. A lot of research happens online but they also prefer to call a brand when they want some specific information and are nearing the end of the decision-making process especially in case of high-value purchases or time-sensitive products and services.
Consumers are having important conversations and asking brands for more information that is relevant to them. They are sharing their concerns, their purchase intent and so much more on these calls. These inbound calls are a treasure trove of highly valuable information and it’s time for brands to pay attention and listen to what their consumers are saying.
Policy Bazaar, India’s leading insurance aggregator strives to provide its customers with a smooth hassle-free experience by digitizing its processes. Considering that insurance is not a one size fits all sort of industry, Policy Bazaar has been constantly implementing AI and latest tech solutions including chatbots to understand their consumer personas and ensure to sell the right product to the right consumer. They were one of the earliest companies to discover a goldmine of consumer insights in their 35 million minutes of monthly talk time via voice analytics. One of the key insights they found after analysing the word cloud of their conversations was that a lot of their customers were using the word cashless. The marketing teams assumed that consumers would be more concerned with premiums, claims, bonuses etc., and so there was no focus on showcasing the cashless network. Within a week’s time, the team launched a new feature that would show the customers a list of cashless networks that were available in the policies they were interested in.
AI in marketing intelligence can help turn calls into rich first-party data with actionable insights. Analysing these customer conversations and deriving key insights which can be implemented into the marketing campaigns and communication strategy will in-turn lead to a highly effective communication strategy, increase in conversion rates and lower acquisition costs.
Brands that are activating and collecting first-party data should be using this data to personalize the content on ads that are being shown to a particular user. In the case of e-commerce companies, understanding past purchase behaviour and knowing what your consumer likes or has added to their cart before will help you segment your audiences and show them relevant messages based on which step of the consumer journey they are in. Another key aspect is that brands should ensure to deliver personalized experiences across the entire marketing funnel of their campaigns.
Tata Mutual Funds, a leading mutual funds investment company had launched a campaign called #SayNoToKatauti which aimed at striking the right chords with personalized content to deliver higher engagement and reach. The campaign had a series of four brand films that had a common messaging point of tax-saving investments. The protagonist in each of the videos was in different relatable and everyday scenarios, like watching a cricket match or ordering food, which was then targeted and shown to people based on their own interests.
Personalized campaigns with AI marketing and first-party data would also automatically mean higher efficiency and reach of your campaigns across all your digital marketing platforms. On Facebook, you can create lookalike audiences from your first-party data which are very powerful and can help build the right mix of good quality and scale both. Google has also recently launched combined audiences which is enabling advertisers to narrow down their target audience and serve impressions to people who fit into two categories. For example, you could target people who have visited your site in the last 60 days and also are part of the in-market audience for your category. This combination makes your targeting more efficient and helps you spend your money effectively thereby improving your ROI.
AI in marketing is also quickly becoming the future of digital. With AI marketing, you can make a campaign immersive and experiential for a user, encouraging them to engage with a website or ad better. AI can use first-party data to leverage information and display content or information tailored to their liking, thus increasing the likelihood of driving them through to the end of the funnel. A prime example of this is the streaming services that have taken the world by storm - whether it’s television or music. By using AI, these companies display personalised recommendations that push the user to engage further with the service, optimising their experience with first-party behavioural data.
In today’s marketing scenario first-party data is becoming an increasingly popular choice and marketers are looking to utilize it across all platforms to accomplish their key marketing objectives. It is crucial for brands to take control and utilize their first-party data to improve ROI across their marketing efforts. Businesses must invest in building trusted and personalized relationships with consumers and raise the bar for transparency and data privacy. At Social Beat, we analyse first-party data from different sources to fuel campaigns and leverage different types of engaging content for target audiences to drive conversions. Is your company making the shift to first-party data?
By now, we’re sure you’re aware that smartphones play a huge role in driving sales in retail. But did you know that 28% of the search queries in India are done by voice?
BigCommerce reports that by 2021, mobile eCommerce sales are said to account for 54% of the total eCommerce sales & it also projects a 270% growth in voice-based queries in India.
Most e-commerce brands are looking at voice as an opportunity to grow and expand their businesses. Reports state that 43% of brands surveyed agree that Voice Search in e-commerce is an opportunity to harness while 26% agree on the same to a reasonable extent. With added risks, the benefits still seem to outweigh for most brands. Voice assistants are now part of most homes’ everyday life, starting from morning alarms, reminders to turn off their cookers to even playing music. This seems to be a promising touchpoint for e-commerce as consumers could soon begin online transactions through voice, as the technology becomes more pervasive in their everyday lives.
To learn more about Voice Search trends, watch our video on The Complete Guide to Voice Search Marketing
Voice shopping happens to be one of the latest trends shaping the future of eCommerce and as we all know, retail is growing faster than anything else.
IBM, a tech giant, started way back in 1961, the first-ever speech recognition software. When you look back at the iPhone, Siri, for example, was started in 2011 followed by Amazon which released Alexa in 2014. It's not novel but it has certainly become more relevant these days with more households using voice assistants in their daily lives. Voice assistance technology is definitely creating a large impact on E-commerce.
Voice Commerce is a technology that provides the user with an alternative option to purchase a product online instead of using a keyboard and mouse. It is 3 times faster than the web interface. In other words, it screams convenience.
With voice being the future, it is important that E-Commerce brands grasp & leverage these trends for their growth. Both Google and Amazon have made this easy for brands to get started with easy-to-use Voice Search assistant templates.
Jetson Ai is an all in one platform to manage your brand’s voice strategy - It is a voice-first market place which helps you connect with consumers across various voice assistants. With Jetson Ai, you can manage all your voice interactions from a single dashboard. Apart from this it also studies and learns about your consumers’ past purchase behaviour and customises their future interactions, making the journey as frictionless as possible.
Various brands have seen rapid growth in consumption of vernacular content overall social media platforms.
Niki.ai is one such company that has a multilingual voice experience which enables consumers to interact with you in their preferred language. This is an interesting strategy which would help you reach India's next billion internet users.
Niki ai helps consumers from tier 2 & 3 cities make purchases online through voice on Redbus, Cleartrip and BookMyShow.
The second thing you could explore is to build a conversational user experience across the consumer purchase journey starting from research, product queries to FAQ’s even. This has kindled companies’ interest by presenting a super-intelligent interface that’s going to help grow their businesses. Not only do they understand the text transcription of the consumers, but also the intention behind using those words.
One such platform is Haptik. An intelligent voice virtual assistant which builds Voice Search based conversational Ai chatbots to help business enable voice commerce.
These are three possible ways to build delightful voice commerce experiences for your consumers.
A lot of brands have successfully leveraged voice to enhance their business. Some classic examples include Big Bazaar, Dominos, Whirlpool etc.
Smart search was introduced by BigBazaar in 2017 where anyone who searches with a prefix of Big Bazaar on Google was also given exclusive offers. With the success of this campaign and to reach out to more customers and benefit them, Big Bazaar also leveraged voice.
Early last year, Dominos, rolled out their voice ordering app to make ordering pizza more accurate and efficient for their customers. This turned out to be an extremely successful campaign. With their inbuilt voice technology, they had a headstart over all other competitors!
Voice commerce is not only a trend but is a complete shift in the way we communicate and share things with the world. This also helps brands innovate and launch campaigns which further enhances the brand reputation and in turn leads to a better ROI - This also widens the consumer base to newer audiences. Brands already selling on platforms such as Amazon need to start looking at ways to optimise their listings and create new opportunities on the platform itself starting today. A lot of research and surveys show that optimising for Voice Search definitely gives you a competitive advantage. This is why retailers have already started to use Voice commerce to expand their ROI and keep up with fast-growing technology.
Augmented Reality is an interactive technology that is reshaping how customers make their decisions before a purchase. In fact, recent studies suggest that nearly 61% of online shoppers prefer brands utilising the AR tool, which can convert viewers into customers. Augmented Reality utilises advanced technology to integrate and overlap the virtual and real-world in the form of images. All this has led brands to change how they leverage digital marketing trends for 2020 with this powerful tool. The advantages of AR are many and brands have already started tapping into the immense potential of AR as an integral part of their marketing strategy.
Google has announced that they are testing AR powered 3D images integrated within searches for products on e-commerce sites. This will enhance the search experience of users as they can now visualise the products in real time. Moreover, 3D images give an enhanced online experience as it enables users to visualise and understand product specifications vividly.
When a user searches for a product, the results will be displayed with the specifications and prices, and alongside these details, the option to ‘View in 3D’ will appear as well. This requires all users to have Google’s new AR update.
By clicking on this option, users will be shown the 3D image of the product through the mobile device’s camera lens. These images appear as if they are right in front of you, wherever you may be.
Users can rotate the product to any angle to explore the features and check if it matches their expectations. This allows them to visualise the product as realistically as they can, and find out if the product is a good fit for their needs, thus enabling them to make more informed purchases.
Google’s ARCore allows brands to transform 2D images to 3D models integrated with AR technology with which the users can engage with the product for a better user experience. With a set of quality reference AR images, the tool can easily model the AR experience effectively. Instagram and Facebook are well ahead of the curve, with the introduction of SparkAR to enhance the user experience on social platforms. Although there are multiple apps offering the AR experience, Google’s entry into the field is a crucial factor for SEO strategies to rank better on the search engine when there are commercial queries.
The advantages of AR have come as a boon for businesses. From increased brand awareness, enhanced user experience, refined brand engagement, and increased conversion rates, using cutting-edge technology of AR is definitely revolutionizing the way customers engage with brands. All these benefits of AR lead to the largest benefit yet - that the approach to a full-funnel marketing strategy is achievable, turning leads into customers with potentially higher retention.
2019 marks the 11th year since YouTube’s entry into the Indian market. To help marketers and creators understand the massive impact YouTube has made in India and its importance in the digital ecosystem today, Youtube hosted the 2019 Brandcast in India.
YouTube currently has over 265M users in the country and this number is expected to reach 500M by 2020. This incredible number is in relation to the increase in the total number of internet users in India that has grown from 15M just five years ago to 100s of millions of users today. Its ability to provide a personalised media experience and offer content in various languages has made YouTube one of India’s most-used platforms.
Over the last 11 years, YouTube has become a platform for storytellers and creators to share content in different languages and reach an engaged audience in rural areas and big cities alike. It has become a success story for numerous YouTubers like ‘Mostly Sane’ who uses YouTube to discuss social issues such as mental health (the channel is currently at 3M subscribers) and more recently Priyanka Chopra, who chose YouTube to extend her audience reach with hew new show ‘If I could do just one thing’.
Susan Wojcicki, CEO of YouTube, says it is the preferred social platform for creators and businesses alike due to its ability to reach out to a large audience pool in a personalised way. When Pepsi ran an ad campaign on YouTube, it saw a 14% increase in sales and 3.3x return in ad spend. Alternatively, Hyundai’s ad campaign had a massive audience reach of 221M. The ability to scale and impact on YouTube can result in business leading results. Currently, vernacular content is taking centre stage and has helped increase engagement across all channels.
Mark Patterson of Group M discussed the video revolution in India and how it has changed the way brands communicate with their customers. Group M is a media advertising company that has had a presence in Asia for more than 2 decades and is responsible for 1 in 2 ads in India.
Mark highlighted the evolution of the media landscape and how mobile video has become a secret weapon for many marketers. One of the main reasons for this is the change in the way users consume content and seek entertainment. They look for three things: convenience, customisation and choice. Statistics show that 60-70% of people in India consume content on mobile video every day.
The digital spends in India remain comparatively low when compared to China where 64% of ad spends is digital while this is only at 18% in India. However, India is one of the fastest growing economies in the world at a 14% GDP and digital ad spends is expected to catch up soon.
Mark Patterson also discussed the three main themes on the why and how of digital advertising in India and how YouTube affects these themes.
1. Driving results across through the funnel
YouTube has allowed marketers to have a mass reach and gain more awareness of their brand with tools such as YouTube Masthead.
2. Unlocking creativity
YouTube allows for personalised messaging that has helped deliver performance. This has resulted in a 20% uplift inconsideration, a 31% increase in awareness and a 900% increase in search queries.
3. Cross channel planning
While this is still a fairly new concept for most media agencies. Group M has taken a step in this direction by integrating YouTube reach data with Group M planning tools. This has helped them optimise maximum reach across multiple devices.
It is no secret that Youtube has become the secret weapon for many marketers to reach their target audience. To take advantage of the immense reach that Youtube offers, Social Beat collaborated with our client Sundaram Mutual to create a masthead ad to promote their new fund. This campaign generated incredible results, proving the effectiveness of Youtube as a medium to reach out to the target market.
Sundaram was launching an open-ended equity scheme and wanted to create awareness around their product within a short period of time. Digital marketing has been proven to provide finance companies with the reach they require so Youtube was the obvious choice when it came to achieving the objective.
Mastheads are usually charged on a daily basis so we used the 24 hour period we had as effectively as we could. To enable maximum viewership we ran the campaign over the weekend. For the entirety of the day any individual that accessed Youtube through their desktop, tablet or mobile device saw the masthead ad at the top of their pages. This helped us increase our subscriber base and drive traffic to the website.
The 20-second Sundaram masthead achieved phenomenal results. Sundaram’s subscriber base grew from 356 to an outstanding 56,000! It has increased since then and is currently standing at 57,000 and growing every day. The video also generated 14 million views in a span of 24 hours.
To achieve these incredible results, we adopted a digital-first marketing strategy to reach the target audience. We were also able to track and measure our results to scale the brand to new heights.
You can read more about our Youtube ad campaign with Sundaram Mutual here.
Ben Jones, Creative Director at Google says that 30% of ROI is driven by media elements and targeting data. The other 70% comes from creative. There are three elements that affect ROI in digital:
Many people assume that with all the content out there, the consumer’s attention span is decreasing but this is not true because people today prefer long-form content to short-form content. What has changed is how quickly consumers reject and accept the content they consume. The content needs to be longer, richer, deeper and grab the attention of the viewer faster.
Another way a brand can improve ROI is by understanding the customers better with more personalised messaging. They should change content according to the target audience and in a way that will allow the brand to relate to the customer better. Statistics show that customisation of the ads specific to the target market can result in a 10% lift in ad recall.
Research has shown that In India 60-70% of content is consumed via the mobile device. Therefore, when creating content, brands need to keep in mind that the shots framed and the stories told are optimised for the mobile user. It is important for agencies to rethink their digital content strategies this way so they are able to get the brand message to the target audience better.
To help agencies adopt the above strategies in their content plan, a new Rethink Council has been created to identify how brands can rethink their marketing and targeting to measure and maximise creativity to connect to the customer.
YouTube Brandcast India 2019 ended with an insightful discussion with world-renowned director Zoya Akhtar. She highlighted the importance of the role YouTube played in her recent film ‘Gully Boy’ and how she was able to discover and do in-depth research for the movie through YouTube. YouTube also played a huge role in promoting the supporting content for the movie such as trailers and interviews.
YouTube has played a crucial role in the evolution of digital media in India and YouTube Brandcast 2019 highlighted the importance of the digital platform and how it has changed the way people consume content in India.
As a ground-breaking development, Facebook is replacing its relevance score -the ad metric that measures the success of your ad campaign with more measurable metrics. Facebook is retiring this score at the end of April and is replacing it with three different granular metrics such as:
Quality ranking: A metric that measures the quality of your ad as compared to other ads intended for the same target audience.
Engagement ranking: A metric that compares your expected engagement rate to other ads targeted for the same audience.
Conversion ranking: A metric that compares your expected conversion rates to ads with the same target audience and optimisation goals.
The relevance score is a metric that tells you whether your ad is relevant to the audience it is going out to. The new metrics that are being rolled out are similar to the relevance score but are a more detailed analysis.
According to Facebook’s official announcement, ”When used together, ad relevance diagnostics will help advertisers understand whether changes to creative assets, audience targeting or the post-click experience might improve performance."
Whenever you run an ad on Facebook, it takes a look at your campaign goal and your target audience to understand what your audience is likely to do after seeing your ad. In other words, the relevance score is based on the expected action of your audience.
Since the relevance score is based on expected performance, it is indeed a vague parameter to measure the success of your ad. It is one of the primary reasons why Facebook has replaced the relevance score with three granular metrics. The greatest advantage of granular metrics is that they give you a more in-depth and focussed view of your ad’s performance. According to Facebook, these metrics will help advertisers offer the best user experience for their audience. Facebook advertisers can get better insights to produce engaging videos to drive traffic and revenue.
Apart from relevance score, Facebook is planning to shut down six other metrics such as saved offers, cost per offers saved, messaging replies, cost per messaging replies, mobile app purchase and web purchase.
The three granular metrics will be rolled out by Facebook from April 30, 2019. It is highly important for advertisers to keep a tab of these metrics as they help with specialised insights about ad performance. This is indeed crucial for advertisers to strategise high-quality ad campaigns and improve their optimisation initiatives for better brand visibility and revenue.
A good digital marketing strategy is one that empowers your brand, but a great digital marketing strategy is one that empowers your consumer. This saying is particularly true if you belong to the jewellery industry – where the customer is queen! Today, digital marketing for jewellery brands is no longer an option – it is a necessity to drive store visits, increase brand awareness and elevate the image of your brand. Read on for fool-proof digital marketing tips to mark your territory in the online space.
Building a household brand name is every marketer’s prime objective and the first step to that is by creating a strong online presence. Jewellery brands need to focus on the following digital marketing techniques that double up as a powerful foundation for future digital strategies:
Whether you have an online store or a showroom, a great website is key to attract more customers and significantly increase your revenue. Opt for a crisp and clean design that helps tell your brand story. Apart from being aesthetically appealing, great design also provides unmatched user experience, creating a seamless transition from an inquisitive lead to a loyal consumer. However, a remarkable design needs to be backed up with great content that keeps your audience engaged. You also need multiple web pages on the homepage that provide in-depth information about your brand and landing pages that behave as e-commerce portals that highlight a particular line of products.
Featured below is the landing page design incorporated for Gehna – an online boutique that specializes in authentic hand-crafted jewellery. The page has a clean layout and enticing images for a pleasant user experience. As you can see, the product is described in a clear-cut manner with no distractions and a relevant CTA.
In today’s digital age, almost every process – right from buying a bracelet that matches your attire to deciding which type of jewellery should be worn for various occasions – begins with a simple Google search. Ensure your brand appears on the first page of the World’s most-used search engine by creating an ultimate SEO checklist accompanied by various link-building techniques and SEO plugins for WordPress. A detailed keyword research and competitor analysis to know what your target audience is searching for is a good way to understand what type of content works.
The one thing that the Internet is known for is tons of valuable information that helps you make an informed decision – and blogging is one of the most effective digital marketing techniques to deliver that. Websites that feature a blog page have 434% more indexed pages on Google which means they are recognised and ranked easily, increasing the probability of appearing on the first page. Jewellery brands need to leverage the reach of informative blogs and go the extra mile with creative infographics, embedded videos and intriguing images that keep viewers hooked. The blogs can cover all aspects of buying jewellery – from tips to keep in mind while choosing a diamond to bridal jewellery looks for the contemporary bride.
Everyone who is anyone is on social media! Reach the very palm of your target audience with a strong social media presence that draws them towards your brand. Facebook, Instagram, YouTube and Pinterest are great digital marketing platforms to increase the exposure of your jewellery brand. Opt for innovative social media campaigns to create awareness about your brand, promote your products and engage with your followers.
Featured below is a Valentine’s Day campaign we ran for Malabar Gold and Diamonds. We created a series of grid posts on Instagram that utilise the entire screen space on the feed. This drove a lot of engagement on the page that led to a whopping 1500 new followers!
Videos are a great way to tell a million stories in each frame. Connect with your audience and push them further down the marketing funnel with compelling videos that convert. Begin by creating a YouTube channel and attract subscribers through optimised videos that show up on the user’s feed based on the keywords entered. Digital marketing for jewellery brands through videos comes with a lot of creative freedom due to the luxurious and fun aspect of the product. Keeping your target audience in mind, you can create thought-provoking snippets through video campaigns that are guaranteed to draw in more subscribers and build your brand image online.
Nothing is more powerful than an influential source suggesting your brand to a potential consumer. Leverage the power of word-of-mouth marketing through social influencers who have a strong following. Keeping the creative space of the jewellery sector in mind, marketers have a huge potential to tap through bloggers and lifestyle influencers. You can also collaborate with influencer marketing platforms, like influencer.in, to hand-pick influencers who resonate with your brand and reach your target audience in a seamless and hassle-free manner.
Featured below is an influencer marketing campaign implemented by leading online designer jewellery brand Voylla. The brand collaborated with top beauty and fashion influencers including Jhanvi Bhatt, Mrinali Das and Anusha, to name a few. Each influencer shared posts on Instagram wearing exquisite pieces of jewellery from Voylla and connected with their followers in the language and tone that reflected the image of the brand. The campaign greatly contributed to increasing the reach and visibility of Voylla with higher conversions.
Digital marketing for jewellery brands does not necessarily cater to online stores alone! You can drive visits to your brick-and-mortar store by posting your store on Google My Business Listings. Not only will your store show up on a Google Search and drive traffic to your website, but users can also get directions to your showroom and read reviews to get a genuine understanding of your business. As per a MOZ report on factors that help a page rank, GMB listings contribute to 14.7% of the overall influential factors, making it a vital aspect in digital marketing for jewellery brands. Read our blog on the 13 ways to leverage local SEO and Google Maps for your business for more insights.
Since most numbers of searches today are local in nature, an informative GMB listing, like the one featured below for Gehna, will drive more store visits and higher revenue. As you can see, the GMB listing showcases the address, working hours, contact details, directions to the store and images to make it more convenient than ever for consumers to pay a visit. They can also visit the website directly and place an order!
Digital ads play a huge role in helping you reach your target audience and drive more business for your brand. From Facebook ads and Google ads to newer formats like YouTube and Instagram, you can choose your marketing platform based on your objective and the type of audience you are planning to target. Furthermore, if you are selling your product on Amazon, you can also run ads on Amazon and drive more relevant traffic to your e-commerce store. You can also opt for shopping ads that ensure 8 to 10X return on ad spends. Shopping ads run on a combination of optimisation, monitoring and bidding, with a keen focus on increasing average order values.
We ran shopping ads for Voylla – a contemporary jewellery brand with an e-commerce website. We used optimized images, titles and product descriptions that help the ad show up as a Google Search ad. As you can see in the image below, a simple Google search for “gold plated men's ring” shows up a series of shopping ads, out of which the Voylla ad is placed as per the position it was bid for.
When it comes to digital marketing for jewellery brands, it is safe to say that the world is your oyster due to the wide range of creative campaigns and ads you can incorporate in your strategies. You can also read our detailed blog on digital marketing for real estate, finance industry, insurance companies and FMCG giants. It is time to leverage the power of going digital and grow your business!
We are excited to announce that Social Beat has earned the Google Premier Partner Shopping Ads Skills for Google Ads/Pay Per Click Advertising. Our newly acquired Google Premier Partner badge for Shopping Ads certifies that we have demonstrated expertise and sustained client performance in shopping advertising.
Unlike traditional text ads that focus on the keywords you choose, Google Shopping ads determine when your product listing ads show up. Google considers the feed, the site and the bids that determine what search queries show your ads.
The success of Google Shopping ads depends on three elements:
We have successfully incorporated these elements and leveraged the use of Google Shopping Ads to sustain client performance in shopping advertising.
Premier Google Partners are required to demonstrate that they are maximising their clients’ performance by implementing Google’s recommended best practices in client accounts using Shopping Ads.
As a Google Premier Partner in Shopping Ads, Social Beat can help us place our client’s products on Google Search, set up inventory on the Merchant Center and create Google Shopping campaigns.
The new badge is designed to recognise Partners who manage a substantial portfolio of Google advertising campaigns and deliver great results for their customers.
Social Beat works with Google Sales Representatives to promote new and effective Google strategies to our clients. As a Google Premier Partner, we use proven techniques to help our clients increase their digital ROI. We aim to deliver the best results to our clients using Google’s strategies such as Mobile Innovation and Search Mobile and Display Innovation.
Contact us to get your Adwords campaign started or to optimise an existing campaign for better ROI.
With the global & Indian ecommerce market growing at a rapid pace, we are seeing a lot of new trends. When starting out a new ecommerce venture, there are a lot of elements that need to be figured out - right from the ecommerce platform (which this post explains in detail), payment gateway to integrate with your ecommerce site, product photography, social media strategy, customer acquisition, customer retention, search engine optimisation & a whole lot more. There are a whole lot of specialists out there who can help you with each of these elements or you could take a digital marketing course in India or buy a book on digital marketing to familiarize yourself.
The first step when starting out is the ecommerce platform and the number of such platforms and content management systems available has grown over the years. In such a scenario, figuring out which platform to use when you’re looking to build your online store can be a fairly confusing task - especially if you aren’t from a technical/ecommerce background. This post intends to make your research work easier by helping you choose the platform best suited for your needs.
There are two options available for building an e-commerce website – one can either use managed (hosted) e-commerce platforms like Shopify Zepo and Ship Rocket or open-source Content Management Systems (CMS) like WooCommerce or Magento.
As the name indicates, a hosted ecommerce platform is hosted on a server that you will not have access to, while CMS-based websites are self-hosted on server space (such as Bluehost or BigRock) you will have to purchase. Which option to choose will depend a lot on your specific needs as well as your level of technical involvement. Below is a list of benefits of both which could help you make a choice between the two based on your business’ current requirements:
The server can also be an important aspect of how your ecommerce site is built and we usually use the Linux based servers being provided by Bluehost or Amazon Web Services. We usually refrain from using Windows based servers.
You could use this flowchart below (Click on the flowchart to enlarge) to help you arrive at a decision on whether you should go ahead with a hosted ecommerce platform or with a CMS, based on your requirements:
If you’ve decided that an online store creator would better suit your business, then below are the 5 best platforms available for you to choose from. While Shopify would be our top pick, two of these – Zepo and StoreHippo have been chosen with the Indian market in mind, as being mostly domestic players, they might have a better understanding and feel of the local market.
Shopify is one of the first names that comes to mind when one thinks of an online commerce platform. With close to 1.18 million sites using Shopify*, it is the most popular hosted ecommerce platform, coming second only to WooCommerce (4751 Shopify sites are live in India, as of 23rd Dec, 2019).
Pricing**: Basic Shopify - $29/month, Shopify- $79/month, Advanced Shopify - $299/month.
Mumbai-based Zepo supports more than 1500 ecommerce stores at the moment and its been almost 9 years since it first launched (in 2011). Zepo offers a payment gateway, integrated logistics and courier services as well as other ecommerce services.
Pricing**: Custom Pricing based on requests
Wix has over 2000 ecommerce stores live in India, with 7% of ecommerce sites in India on the platform.
Pricing**: Premium - $29/month
StoreHippo is a new entrant into the ecommerce market in India, starting in 2014.
Pricing**: Professional - INR 2999/month, Premium - INR 5999/month, Business - INR 9999/month, Enterprise - INR 25,000/month
Bigcommerce is another popular platform, with 17% of the top 100,000 sites using hosted ecommerce solutions; and 51,977 sites overall*, being built on Bigcommerce.
Pricing**: Silver - $29.95/month, Gold - $79.95/month, Platinum - $249.95/month
Top 100000 websites using Hosted Solution technologies - Builtwith.com
If you’ve decided that a CMS is what will suit your needs best, then below are the 5 best ecommerce CMS available in the market at the moment. The most important factors which will come into consideration when zeroing in on the CMS would be the availability of extensions, availability of support, functionality, customizability and the cost of development and maintenance. All of them are open source and have free community versions and paid enterprise versions.
WooCommerce is a Wordpress platform used for building ecommerce websites and now almost 26% of the top 1 million ecommerce websites are hosted on it (and 32% of ecommerce websites in India), making it the most popular platform. A large number of Wordpress themes have the WooCommerce functionality built-in. The plugin provides almost all the features that are available in the other open-sources CMS’ listed here. WooCommerce might work out more user-friendly and cost-effective for smaller businesses as well as for those familiar with Wordpress.
With nearly 9% of the world’s top 1 million ecommerce sites (in 2015 21% of the websites) are built on the Magento platform*, it used to be a very popular CMS. Its biggest advantages are the large number of plugins and extensions available which allow the addition of any new functionality, the ease of availability of experienced developers as well as a lower overall development and maintenance cost.
Opencart is another open source CMS for ecommerce. Though it has one of the easiest to use backends, its support systems are not as comprehensive as compared to the other platforms listed. 16% of all ecommerce websites in India use OpenCart.
osCommerce is one of the earliest open-source platforms available, it has a huge support base and a very active forum, though some users find that updates to the platform have not kept up with the times.
Top 1 Million ecommerce websites using Open Source technologies - Source - Builtwith.com
Drupal used to be a popular open source website content management system after Wordpress and Drupal commerce is the plugin for ecommerce sites built on this platform. Its seamless integration with Drupal makes creating a blog or forum much more convenient than most other ecommerce content management systems.
Every platform and CMS has its plus and minus points and choosing the right one depends on your business model and requirements. If you are going in for a hosted platform, Shopify or Zepo (if you prefer a local player) might be the best options, while if you are looking for a Content Management System, then WooCommerce would most definitely work best. This, however, is based on our experience and we would love to hear what your experience says.
As the last word, switching platforms or content management systems after a store is up and running is not really a straightforward process and can truly be a nightmare. So, make sure you take a prudent and informed decision with a good amount of foresight.
If you’re a retailer looking to get onto the e-commerce bandwagon, please feel free to contact us and we would be glad to assist you.
Once you've zeroed in on the right platform for your ecommerce business and need to decide on the best payments solution you could use, you can check out our blog on the top payment gateways for e-commerce websites.
*Statistics from builtwith.com
** All price data is from the respective websites as on 23rd December, 2019
No matter how great your business idea is or how efficiently your e-commerce store may look and function, achieving your ROI goals depends on the ease of transaction experienced by a customer. A payment gateway or a mobile wallet is a powerful way to ensure hassle-free payments and to reassure the visitors of your e-commerce store about your trustworthiness.
In short, a payment gateway is an e-commerce element that allows a customer or merchant to use internet transactions via credit or debit cards, securely. A bad payment gateway results in bad payment options, ultimately leading to a decline in the total sales. Your server can also pose a challenge in having a smooth payment gateway. To counter this, we usually use Bluehost, BigRock or Amazon Web Services.
Here are the best payment gateways in India which can aid your e-commerce business.
Instamojo powers more than over 2,20,000 small businesses in India is one of the largest multi payments networks in India. One thing that sets them apart is the 2 mins set up and it is completely free. Set up Instamojo for free today!
Here are some key highlight and features about Instamojo:
Launched in 2001, CC Avenue is one of the oldest as well as one of the biggest payment gateway providers in India. CC Avenue offers 200+ payment options including major credit cards like Visa, Mastercard, Amex, DIner's CLub, etc. It also includes other payment options like Multiple Currency Processing, Retry Availability & Customization, Audit, Analytics and a large window for active users. If your website is already live, you can integrate the CC Avenue payment gateway for free.
Incepted by Satyen Kothari and Jitendra Gupta, Citrus makes online payment quick and effective. We have signed up with Citrus Pay for our product, Influencer, but were quite disappointed with the onboarding process. Citrus Pay has a long list of documents and they first need a scanned copy of the documents and then a hard copy, all of them attested. This is actually more cumbersome than CCAVenue, which would send a hard copy of the documents. While it would be fine for an SBI to have such a bureaucratic process, one would have expected a company like Citrus Pay to have simplified the process.
Direcpay is an arm of the Times Group. It is essentially the safest payment gateway in India. The PCI DSS certified and Norton Secure gateway offers easy integration to e-commerce business, a simple registration and a flexible payment process, besides providing EMI options. However, Direcpay requires 5 days for account activation, after the documents are verified by concerned authorities.
Google pay (formerly Google Wallet) is an online payment and system and digital wallet platform. It allows in-app and tap-to-pay purchases on all mobile devices. As of May 218, Google Pay also supports boarding passes and event tickets. Google Pay work on NFC or Near Field Communication to initiate transactions and transfer funds to the retailer. All you need to do is download the Google Pay app, take a picture of your debit or credit card or enter the information manually. As most of the digital audience has gone mobile, Google Pay is a prudent gateway for an e-commerce business.
Juspay was founded in 2012 with an aim to redefine online payments by providing 1-click payments for the web and mobile. However, like the other mentions on this list, Juspay is not a payment gateway, although it does work with any gateway or aggregator with no interference in Merchant-PG relations. Juspay processes more than 4 million transactions monthly for a number of notable merchants like MakeMyTrip, Yatra, Amazon, Snapdeal, BookMyShow, MobiKwik, Freecharge, etc.
Billdesk was incepted in 2000 in Mumbai and provides payment gateway solutions to customers and merchants in e-commerce, retail, financial services, etc. While the setup is free, merchants have to pay a commission charge on each transaction and the amount differs across modes of payment.
Processing close to 8 million payments every day, PayPal is one of the most widely used payment gateways in the world. Request and transfer of payments are very easy, as the platform has over 200 million active accounts across 200 markets, compatible with 100 currencies around the world. PayPal also offers perks like uploading cheques through your smartphone’s camera and completion of transactions without having to exit the website. PayPal is a natural choice for Indian e-commerce businesses that have a large number of international customers.
Marking an impressive conversion rate of 12% and worldwide presence, PayU is one of the biggest payment gateways in India. With noteworthy customer service, PayU has roped in e-commerce biggies like Jabong and Snapdeal into their clientele. The platform offers four pricing packages that vary in covering aspects like Risk Management System, Multi-Currency Gateway, Mobile optimised payment page, IVR Payment, Store Card Feature and Payment Analytics.
PayUBiz is a part of Naspers and is a $25 billion media and internet company that is listed in the London and Johannesburg stock exchanges. This payment gateway is used by over 70 e-commerce companies including Jabong, Snapdeal, Ola, Bookmyshow, Cleartrip, Zomato, etc.
MobiKwik is another popular payment gateway in India and it offers services for online debit and credit cards and other internet baking processing transactions. It takes only two days to set up an account with MobiKwik and they are compatible with Android, iOS and Windows platforms. In addition, MobiKwik is also a mobile phone and digital wallet. You can check out our blog on the top 10 mobile wallets in India.
PayTM currently holds the top position for India's most popular payment gateway. It is a semi-closed wallet, approved by the RBI and offer payment solutions to over 7 million merchants. PayTM is available for download across all major platforms and allows its customers to make payments from debit and credit cards, bank accounts and digital credit. PayTM Cash is India's largest digital wallet with over 15 million active users.
Razorpay is a relatively new member to the payments ecosystem in India and is backed by notable Silicon Valley investors and mentors. Founded by an IIT Roorkee alumni, Razorpay aims to revolutionize the online payments process through secure and easy-to-integrate APIs, which makes it easy for businesses to integrate and process transactions. It is an India-focused company that offers 24*7 customer support and a simplified experience to the customers.
Incepted in 2015, Cashfree is the country's only bulk payouts and payment company. With Cashfree, businesses and merchants can collect and disburse payments. This is done through an extensive range of payment options including debit and credit cards, net banking as well as through popular mobile wallets like PayTM, Airtel, MobiKwik, etc. Cashfree also supports PayPal, IMPS, UPI and NEFT transactions. The payment gateway also boasts the lowest transaction charges in the country - 1.95%
|Payment Gateway||Setup Fee (INR)||Commission Per Transaction||Popularity (In India)|
|Instamojo||Free||2% + Rs.3||High|
|CC Avenue||Free - 40,000||2% + Rs.3||High|
|Google Pay||Free||Credit fee - 2.9%, Debit, bank transfer - Free||Low|
|Paypal||Free||2.2% - 2.9% + $0.30||Moderate|
|PayU India||4,900 – 29,900||0.75% - 2.90%||High|
|PayUBiz||4,900||2.95% - 3.70%||High|
|PayTM||Free||1.99% + taxes||High|
|MobiKwik||On request||1.90% (+GST) - 2.90%||High|
|Razorpay||Free||2% - 3%||High|
|Cashfree||Free||1.95% - 3.5% +Rs.7||Moderate|
Your choice between the above-mentioned payment gateways may vary depending on your e-commerce business field, size, and location. Though all of them have the capacity to adapt to various requirements, we would like you to share your personal experiences with payment gateway providers in India. Let us know if we have missed out anything, or which one is the best according to you.
One of the key challenges of digital marketing is the herculean task of understanding your target audience and engaging them with relatable content that will ultimately convert them from a lead to a consumer. Social Beat worked in collaboration with South India’s leading optical retail chain – Specsmakers – and broke the benchmark of retail sales and conversions via digital leads.
We implemented the onion peel strategy to understand the buying behaviour of their audience and used the results in our content and social media campaigns to boost conversions. As part of the strategy, we reached out to the existing and potential customers of Specsmakers and asked them a set of questions to get insights into their consumer behaviour. Based on their replies, we broadly divided the audience into primary and secondary circles and targeted them with content they could relate to.
For example, a majority of their potential and existing consumers drive their own vehicles and are working professionals. So, the social media campaigns that rolled out were related to generic topics like road safety and UV exposure to screens targeting the primary and secondary audience.
This survey-oriented strategy has helped us target their audience better, generate a higher number of leads from the online space and increase the number of average walk-ins to the showroom. The online leads generated enabled an 8% conversions over a span of 4 months. With these promising results, it is safe to say that showcasing content that the target audience finds engaging is one of the best lead generation strategies in the evolving space of digital marketing.
The e-commerce market is getting competitive by the day, and e-commerce businesses need to find unique ways to build relationships with their customers to create a loyal customer base.
For any e-commerce business, website traffic is the most important segment, and yet it is the most challenging one.
Social media is playing a very powerful role today in the evolution of online shopping. It provides a platform for conversations, reviews, information and expression. An e-commerce business can leverage on the opportunities provided by the social media platforms for their own benefit. According to an article by Magento, 93% consumers turn to social media to help them make buying choices, while 90% say they trust recommendations from their peers.
Several strategies have been listed by digital marketers on how e-commerce businesses can use social media to drive traffic to their website. Listed below are five powerful tactics you can use to embrace the reach of social media for higher benefits.
Leaving your ad open out there in front of the masses is not such a great idea. Once you have figured out your prospective customer base, you can use targeting options provided by social media sites like Facebook to target your ads to the relevant customer base. Facebook provides you with numerous targeting options based on location, demographics, Interests, device type, etc. It also provides you with features like custom audiences, lookalike audiences and retargeting. Using these targeting options, you will be able to reach your potential customers and engage them more effectively. Smart Targeting will help you increase your ROI on Advertising to a great extent. Dynamic Product Ads can be used to retarget customers who have earlier shown interest in your products or services. To drive more sales across devices, dynamic product ads now provide a lot of flexibility and variety in functionality to e-commerce advertisers.
A classic example would be that of Cathay Pacific Airways. They used dynamic product ads for travel, to reach people who had earlier performed a search on their website. The ads featured an image of the destination city that people searched for to inspire them to act. The ads also included a "book now" button that linked directly to the booking process on the Cathay Pacific website.
Another example is that of eBay. eBay is successfully using dynamic product ads and retargeting to motivate their customers based on the customer's interest. They connect with their customers by showing them personalised and relevant products in their ads.
Facebook Carousel ads are also a great way of showcasing e-commerce website products. They not only help to showcase the products in detail but, when used creatively, also help drive traffic to the e-commerce websites.
Influencer marketing is the new buzz word and has currently penetrated in the marketing mix of many industries. Mostly food, travel and fashion are the three major industries where influencer marketing is really going up the ladder. Influencer marketing is a newer and organised term for the old-fashioned word of mouth marketing. The way people work through the buying process has changed due to the advent of the internet and social media. People now have become more efficient in their search process, and they look for comprehensive and authentic information online. While associating an influencer with your business, it is important to consider the influencer’s likability, credibility and trustworthiness. Remember that Influencers act as brand ambassadors for the audience and thus the information they put out there should be in sync with what the business stands for.
Influencers can be used in numerous ways: For product launches, reviews, engagement, campaigns, events and so on.
A very good example of this is the Influencer campaigns done by Nykaa.com. Nykaa is an e-commerce store that deals with skincare, beauty and makeup products. Nykaa.com engages with various beauty bloggers and influencers and weaves campaigns with them. Beauty and fashion are two areas where people rely heavily on reviews and opinions of influencers. Nykaa leverages this very well.
The majority of online shoppers have agreed to the fact that not being able to physically touch and feel the products on e-commerce websites is their least favourite part of shopping online. This is especially true in the case of fashion and beauty industry. Product images from different angles and views may not completely explain a product's functionality or provide a proper overview of the product. Videos are the new preferred form of media and e-commerce businesses should leverage on the high acceptance of videos among customers. Ecommerce businesses can use videos to bridge the gap between offline and online shopping experiences. Product videos can help in providing a holistic buying experience to the customer and also provide a clear overview of the different scenarios in which a product can be used. This makes it more appealing to online buyers. Product videos can not only be used on product pages but also on social media feeds of the e-commerce brands as well as part of Facebook or Google ads. Not only can these videos be used for Facebook and Google advertising, but they can also be used for advertising on YouTube. There are several versions of videos that are gaining popularity on social media. A few of them are live videos, 360-degree videos, 30-second videos, time lapse videos, stop motion videos and animated or white videos.
Product videos can be used to introduce a new product and show how the product works with other similar or commonly used products, from the brand, and to encourage conversions from existing customers.
On1y is a food brand that caters to a very niche market segment. It provides spices, herbs and exotic seasoning. On1y uses a lot of innovative ways to engage with its audience on social media and at the same time create a buzz around its products. In the screenshot below, On1y has shared a Facebook live video of a food influencer interacting with customers and cooking up recipes using On1y spices.
Social media for e-commerce is not simply about pushing across products and promotions. Many e-commerce companies fail to understand this. Social media can be used very well for engaging audiences online through high value textual and visual content. Ecommerce brands can find it very tempting to simply fill timelines with product promotions and advertisements. However, social media provides numerous ways by which e-commerce brands can make online shopping a delightful experience for consumers. You can engage audiences through live polls, live videos, user generated content, contests and much more. Topical posts and festive posts can also be used to attract audience attention. To garner high level of engagement, it is important to understand the need of the customers. Understanding this will help brands to curate content accordingly.
Social media can also be used by e-commerce brands to provide better customer service. Nowadays, a lot of customers look for solutions on the internet and prefer quick communication over the internet rather than going through a long phone call. At the same time, brands must encourage satisfied customers to write reviews and rate the products/e-commerce brands. Reviews and ratings go a long way in building a brand’s credibility online.
Blogging is a great way to drive traffic to your e-commerce website. It helps your site rank higher in SEO through several internal links and backlinks. Blogging is also a good way to reach out to customer problems and be a problem solver. Most customers search for solutions to their problems online and blogging can be a great way to provide solutions to them. Long form content helps to drive more traffic and definitely helps in higher search page ranking. Blog posts also help to subtly introduce products or promote products in an indirect way. For instance, a blog post on the topic "summer dressing" by a fashion e-commerce site could consist of summer looks using products from the e-commerce site. This will not only create attractive and useful content for the readers but will also serve the e-commerce brand's purpose of showcasing their products. Similarly, a blog post on "Top 10 budget smartphones" by an e-commerce brand like Flipkart or Snapdeal which sells mobile phones could include descriptions of each smartphone comprising of unique features and direct links to the products on the e-commerce site.
Finally, it is important for e-commerce brands to identify the right social media channels to leverage their brand. Social media platforms, if used creatively and strategically can help e-commerce businesses reach their target audience in a much faster way. The importance of social media has been adequately realised by fashion and food industries among others. However, e-commerce brands can also leverage the benefits of social media by strategizing and creating fool-proof social media plans.
With more customers making their purchases online, startups have now begun shifting their businesses online to make use of the large community around the world with ready buying power. To sell your own product or sell somebody else’s – you need to decide; and how, when, where – we’ll help you with that. Acquiring a customer might be difficult, especially if you have just begun your journey of selling online. So it is a good idea to go to a platform that has already established themselves.
Amazon is the right place to start selling your products. Amazon being the leader in the online retail space, we have put together a guide on selling your very first product on Amazon India with the effective and efficient transaction. Amazon India provides a comprehensive platform for sellers from remote cities in India to reach pan-India.
Step 1: Create your Amazon Seller Account
Creating your seller account is simple. All you need to do is enter your Business Entity Name, address, phone number, VAT or CST registration information and all the necessary bank account details.
Step 2: List your products on Amazon
Now that you have your account ready, make a note of all the items you’d like to sell on Amazon and list it.
Amazon has millions of existing catalogues categorising goods in the name of the material, size, colour, product variation, etc. and if your product falls into one of these categories, you can directly list your products in that respective catalogue. However, if your product is entirely new and doesn’t have an existing catalogue, you will then need to create a new product listing.
Amazon has a highly efficient team who will help you create a high-quality catalogue to ensure your products have the right description, user-friendly language and easy reach so that you have a valid transaction.
Also, if you are very confident with your line of products, go ahead and advertise on Amazon using ‘Amazon Sponsored Products’. This is very similar to what digital advertising agencies do – they look for what people are searching for, and with the help of SEO and Google AdWords, they make sure the user ends up looking at your products and purchasing it.
Step 3: Take your products live
Congratulations! Your first product is now live on Amazon. Crores of customers can now view, add it to their wish list and purchase your product. Sometimes, your products might not receive the expected number of clicks or impressions, and one of the reasons might be because of the broken descriptions that go along with your product. No worries, you can always go back to your dashboard and make as many edits you like and publish it again.
You can always have a close look at your dashboard to create more product listing, promote the same, manage/ship your orders and at the end of every week or month; you could analyse and make sure your business is on track.
Step 4: Amazon does all the work, sit back and relax
Amazon makes a note of all your orders though your already powered Amazon Easy Ship facility. They pick up and ship your products and take care of logistics and customer service. Quite cool, eh? It is an end-to-end delivery service for sellers. You can just focus on your business while Amazon does all the heavy lifting.
he service includes –
Amazon has also introduced FBA (Fulfillment By Amazon), which lets you store your products, then pick, pack and ship your products across India. This FBA service helps you gain all the storage and fulfillment facilities, fast delivery options and trustworthy customer service. There is no startup fee for this service and just a flexible ‘Pay as you go’ scheme depending on your usage.
Amazon has a Prime account for sellers too and this feature allows you to ship your products to your customers quickly. Once you enroll for FBA, you are automatically eligible to become an Amazon Prime seller without extra charges.
Step 5: Grow your business with Amazon
Amazon deposits your payments into your bank account within a week (7 days) from the date of delivery, only after the sale is made and you receive the payment from your customer.
There are a number of fees that the seller has to pay Amazon – referral fee starting from 3% (this particular fee differs from city to city in India), fixed closing fee starting from Rs. 10 per unit sold (this fee varies by category and price), shipping fee starting from Rs. 30 per unit shipped (this fee varies by distance and volume of the unit) and delivery service fee of 1.25% per item.
Amazon cares about your business and they send custmoised tips and trick to improve your business for better performance. They have an inbuilt team who keeps a track of your dashboard and send you a customized report periodically to boost your performance as well.
How digital marketing can help build the brand and send traffic to amazon
Yes, selling on Amazon is great and easy. However, Amazon is a crowded place and it is always a good idea to promote your Amazon listing as much as you would promote your online store. Use Facebook ads, Google ads or even blogs with links that would drive your potential customer back to the products on Amazon.
For example, if you are selling jewellery, you can run Facebook Carousel ads with high quality images of the product and link them to the various Amazon listings. This will drive traffic to the listing and has the potential to reach a larger target audience.
Unlike developing your very own ecommerce website and selling on it, selling on Amazon India has a lot of advantages. Right from the development, optimization and maintenance of your marketplace to logistics, customer service and easy transactions, everything is taken care of by Amazon India. Instead of making a foolproof plan on everything and anything before launching your product out in the market, it is much better to start selling online first, test the waters and then take it forward from there.
For a fashion brand to be successful, the people behind it must understand, they are not just selling a product, they are selling an entire lifestyle! This has become increasingly easier to convey to the customers, since social media made their entrance. The use of social media in the fashion retail industry is on the rise, because of visual channels like Instagram, Snapchat, Pinterest and YouTube, simply because image is what these brands are selling.
Creating a solid, quality social media following should be a big part of any brand’s social media strategy and these channels are providing the perfect platforms for engaging with users, in order to raise brand awareness, drive website traffic and generate sales. With this in mind, we present seven ways to leverage social media for your fashion business.
A platform like Instagram is perfect for a lot of things; including sharing ‘behind the scenes’ pictures for your brand, like major fashion house Chanel or Dolce & Gabbana does. This will make your followers identify with your brand on a more personal level, and that makes them more likely to choose your brand next time. It also portraits a certain lifestyle, to which the consumer wants to belong, and again is more likely to choose your product.
To know more about how to use Instagram for your business.
When it comes to fashion on social media, one of the great things is that your followers will often create a lot of content for you, and it is right there for the taking! User-generated content works like word of mouth endorsement, with the users advertising your brand by sharing photos of themselves wearing your products. These posts, ofcourse reach the followers and provides free advertisement for your brand, but even more important, you can also share these pictures from your own platform, which not only makes the user feel valued, but further more provides any potential customer with an even more relatable post. Companies like Calvin Klein and Nike has some dedicated followers, who always posts their brand.
If you have yet to build up a strong group of followers, that automatically posts pictures of your products and tags you in it, you can consider running a campaign, that urges people to compete in posting their favorite outfit (including your brand, of course!), giving them a chance to win a price from you.
In today’s world where people believe people more than brands, Influencer marketing has become the most effective way of advertising. Over the time, many brands from different sectors and industries have shifted their marketing strategy to influencer marketing. Tie-ups with popular influencers help brands reach the right target audience.
Craftsvilla a well- known e-commerce fashion brand achieved great results through influencer marketing. The brand did a campaign with famous fashion influencers across different social media platforms. Neha, one of the fashion influencers shared her experience with crafts villa on her blog and other platforms titled ’Embrace the ethnic wear this season with craftsvilla.’ This post on Instagram received great amount of engagement from her followers.
If you have not explored influencer marketing its time you leveraged this option. So, go ahead and try it out today!
According to recent statistics, India has around 8.19 million Pinterest users. It is one of the fastest growing social platforms and allows users to save pins and create boards with anything from DIY projects to wedding ideas and fashion tips. Many fashion brands have used this platform successfully. It is a good idea for brands to explore Pinterest more.
Pinning just your products every time might make it monotonous for your users, hence, sharing some ideas or content related to the industry will be a great idea to increase engagement.
Gehna, one of India’s leading jewelry brands has over 5,000 followers on Pinterest. The brand has created boards belonging to different categories based on occasions and festivals. This is an interesting way to showcase your products. It makes it easy for followers to pin jewelry that they like directly from the category they are looking for.
For more tips on how you can use Pinterest, find out here.
Videos are always more engaging than just images. Video options are available in every social media channel today, be it Facebook, Snapchat, Instagram, YouTube, etc. Top Fashion brands are using videos as a promotion tool. You can showcase your products, take your audience behind the scenes, live stream a fashion show, etc., which in turn will drive more engagement to your page.
Free people, a fashion brand from the US has leveraged the videos feature on snapchat to connect with their target audience. Since the brand caters to the current generation, they decided to reach them through a medium that is most used by them, which is Snapchat. The employees, take their fans behind the scenes by giving them tours of the showroom, models during photo shoots, etc. The brand also connected with their fans on a personal level through a campaign called “Question Wednesdays”where snappers can personally snap their questions to the brand’s snapshot account. They even ask snappers personal and friendly questions. The overall involvement and engagement through Snapchat that Free People provides users ultimately creates a valued and elite relationship for the user.
Snapchat is one platform that needs to be explored for your business. Check out how you can use snapchat for your business here.
Reach a wider set of audience by targeting the right audience through your Facebook or Instagram ads. Instagram has proven to be the most appropriate and a successful platform for any fashion brand to leverage. Create and place ads with visually appealing creatives on Instagram with a Shop now or Buy no call to action button.
Fossil, created a look by putting together products that would appeal to their target segment and at the same time communicate their brand’s personality. They did this through an Instagram ad in which they used a very attractive image with a call to action button and also added a quirky caption.
Customer service is always key to any business. It is essential to make sure your customers are happy with your products and services. With social media you can do this by responding to their comments, queries, messages or tweets as quickly as possible. Also, ensure you come across as fun and exciting. People on social media do not want to interact with anything that is monotonous or dull.
Another way of making customer experience a delight would be by easing the process of shopping. With the introduction of social shopping, brands can use this feature to reduce the purchase process. Facebook shop is one of the best ways to do so. So, go ahead and leverage this feature for your brand today!
So, what are you waiting for? Go ahead and explore all these tips and tools today! Find the right one that will suit your business and make the best use of it.
- Other contributor to this blog is Stine
E-Commerce Product Photographers & Studios in Mumbai
According to recent statistics, more than 800 million people from Asia are expected to buy products online, and the number of digital buyers in India is estimated to reach more than 112 million, so online sellers are increasing rapidly in numbers. One of the biggest challenges that the retailers face is, “how to convince their potential buyers through captivating product images?”
To satisfy their customers, the sellers must find a perfect way to showcase their products. That’s why e-commerce product photographers play a vital role in selling a product. Here is the list of top photographers who will help in capturing your e-commerce products to perfection.
Radiance Vision offers bountiful services to their clients. They have their e-commerce photography studio with experienced photographers and editors. They also provide photographer and videographer services for other stuff like events, TV commercials, corporate films, animation film, etc.
Faisal Miya Photuwale is a Mumbai-based fashion photographer, who has an experience of 5+ years in the field of photography. The studio has a team of 19 photographers, and they have done more than 350 photo shoots that include fashion catalogs, portfolios, product shoots, glamor, wedding photography, and wedding videos.
He likes experimenting new concepts in different genres and has won many accolades. He has worked with various well-known actors, models, and designers like Rohit Verma, Karan Malhotra, etc.
Contact him at +91 91676 19991.
When Amit Desai was a kid, he loved to paint, play music, create art & read literature. Once he grew up, he completed his Bachelors in Commerce (Honors) and Masters in Finance from Mumbai University. He is passionate about photography; thus, he made his passion his profession.
He is one of finest photographers when it comes to candid photo journalistic wedding photography. He says, “I love the thrill and the excitement of capturing ‘the moment’ in my frame.” His knowledge about colors, lights, and tones helps him to give better outputs that satisfy his clients.
Contact Amit Desai at +91 98201 51581.
Pashminu Mansukhani is a Mumbai-based photographer, who specializes in industrial and corporate photography. Pashminu always had a great passion towards photography. Understanding his passion, he fine-tuned his talents to become a professional photographer. He has done photography in diverse genres like events, real estate projects, and industrial site projects, etc.
Pashminu has worked with more than 100 major clients like Sony India Pvt. Ltd, NELCO Ltd, Godrej & Boyce Ltd, Castrol India Ltd, Aditya Birla Group Ltd, Indiamart Intermesh Ltd, Hitachi Lifts India Ltd, Calyx Chemicals & Pharma Ltd, etc.
Contact Pashminu Mansukhani at +91 98205 78189.
As the name suggests, photographers of True shades photography will observe and retain the lights and shades of subjects. Arshid Bhimji is the founder of True shades photography. He started his career as a compositor in the VFX industry. Gradually, he began his career in wedding photography. Right now, he is primarily doing wedding, fashion, and product photography.
True shades have a team of 16 specialists, and they have completed about 210 projects with 196 clients. Almost all of their customers are delighted with True shades photography.
Contact him at +91 96995 44211.
Are you looking for a photographer who clicks creative and attention-grabbing product photos? If yes, Pixelmania photography should be your ultimate choice. They are doing photography services for more than 12 years. They provide high-quality product photography at affordable prices. They also provide other value added services like catalog design and printing, ad design, all web based designs, and website development.
Contact them at +91 99209 66691.
While some might say that digital has opened the doors to online players and has blurred the existence of local retail stores, new research says that the relationship between digital marketing & in-store shopping is far more interconnected than that. Foot traffic & word-of-mouth which were the assets of offline retailers before digital & mobile entered the lives of people, are not anymore the only assets which can be relied on.
Local retailers, in general, believe that online marketing works only for e-commerce websites. But, digital doesn’t just drive e-commerce, it actually gets consumers into local stores.
We are living in “always-on search world”, where people are always able to search. When they want to buy things or when they do have a query, they turn to their smartphones. Consumers now spend more than 15 hours per week researching on their smartphones.
There was a time when people would have to get to their computers. But now, searches on the desktop have dropped as mobile is always in reach. It is found that 21 percent of in-store shopping in urban India is influenced by digital and 18 percent is influenced by mobile. If you have a physical store, then mobile search is the new threshold to your store.
Most offline retailers in India are not aware of various mobile marketing techniques which they think are only for e-commerce players. This has led to them not making efficient use of the web to provide necessary information to the customer. Whereas, according to research customers are likely to go to an offline store when they find the store they are looking for listed in search results. It is found that 3 out of 4 shoppers who find local information in search results helpful are more likely to visit stores.
Image source- https://www.thinkwithgoogle.com/
The retailers need to realize that consumers shop digitally before going into the store and they should make sure they provide all the information that customers are looking for online. Thus, retailers should have the right digital marketers as this will help to drive more customers to visit the stores.
What most offline retailers lack is the right guidance how digital marketing can be leveraged to bring sales. There are many different ways in which the visits to their local store can be boosted.
This is the most effective method to reach out to as many customers as possible as shown by recent statistics. Many big companies engage in Pay Per Click (PPC) advertising. This is because PPC ads work in a way that brings best customer attention with minimal expenditure.
Brand Search Advertising reinforces the brand name, increases brand value and brings about brand awareness. These ads are so effective because they give the customer all the information he/she needs to know about the brand within a few lines. This way the customer does not spend a lot of time reading the ad, but manages to get the required information.
Also, ads can be shown to the people who search for the products using relevant terms. For example, one who is looking for a laptop store close to his location can be targeted using relevant search terms like laptop store near me, laptop stores in Chennai, which people normally use.
Another advantage of the PPC ads is that they can be targeted to the desired audience of a particular location, preferably places around their stores using Radius targeting. This way the ads are shown only to the people who might be interested in the product or service and more likely visit the store.
Since the retailer is charged each time these ads are clicked, showing these ads to a targeted audience will result in an increased conversion rate which will in turn result in an increased ROI. Where they appear is chosen by the retailer, but its ranking is decided by Google based on a number of factors.
This is the most traditional method by which offline retailers can show up on a customer’s search field below top PPC ads without having to pay a penny. A link to the retailer’s website automatically shows on the customer’s screen when he/she searches for something relevant to the products offered by the local store.
Where the retailer’s website is listed is again decided by Google based on the relevance of content and other factors. What the retailer should ensure is to provide the right and relevant content on the website of the store so that it shows up higher in the organic search listings. Hence, by this way the store can get a few more customers to visit its website by making sure it has a user -friendly website.
An important feature that drags customers to stores near their current location is the store locator available on Google. Using this feature the customers can know exactly how far the store is located from their present location and they can head straight to the store with the navigation feature of Google maps. Hence it is essential that all stores add their location on Google using Business map locator.
When a customer searches for something like textile stores, a list of textile stores nearby his/her location shows up with the address information of each store. By clicking on any of these stores in the list the customer can know exactly how far the store is and how long will it take to get there with the help of Google maps. Hence, if a customer knows that a store is close by to his/her location, then it drives the customer to visit the store.
In order to track the source of the leads that we receive through the above advertising methods, it’s recommended to generate unique phone numbers for each advertising channel. This way we can measure the effectiveness of each channel.
Today the consumer's path to purchase is becoming increasingly mobile. Retailers that provide relevant, local information online will increase both reach and sales. While helping to drive customer in-store it will also help to enhance the customer’s experience once he/she has entered the store. Mobile has reshaped the way the people shop, that is in a good way and retailers who make use of this in the right way will see themselves moving ahead.
At the beginning of 2015, we had spoken about how social media analytics is going to change in 2015, especially for ecommerce companies. Since then we have seen significant strides in multiple aspects. Each of the social media channels, their targeting and analytics has become a lot more powerful. In terms of integrated CRMs to build a single view of the customer we have seen lots of new products such as BetaOut which have made advanced personalization tools available to even SMEs and mid-sized businesses. In terms of content creation and using analytics, there are tools like BuzzSumo which help understand what kind of content is trending and being shared.
Introduction to the ISB Programme
2016 is going to be an even more exciting year for such advancements & we hope to see a lot more interesting tools being launched. With so many advancements, one needs to be abreast with the new trends and how to effectively integrate it into a singular approach. In this context, we came across the programme on Marketing & Analytics for Ecommerce Industry by Indian School of Business (ISB), Hyderabad. We have a list of digital marketing courses in India and this programme is an essential addition to it. This is a 5 day programme and ideal for CMOs, Digital Marketing Strategists, Ecommerce entrepreneurs. With faculty from ISB & Emory University, the programme is designed to give a strategic and hands-on perspective of cutting edge topics in eCommerce & mCommerce marketing.
The programme gives a holistic approach to omni channel retailers who are leveraging the ecommerce market place model and brick & mortar stores. Aspects like the purchase funnel and lifetime value of the customer are essential for an e-business and the programme focuses on how return on investment can be optimized for such businesses.
Analytics is key to success
Website/app analytics and social media analytics is also a key element of the programme and that is absolutely essential for ecommerce startups. By using tools like Google Analytics or Omniture for websites or MixPanel for apps, companies can get a lot of structured data in terms of which channels of acquisition are working, what content & messaging is getting better results and as to which demographics of users are converting. At the same there is a lot of unstructured data because still a lot of startups don’t have a single view of the consumer – there are emailing tools like MailChimp, On Site engagement tools like WebEngage, Intercom & HelloBar and ofcourse the ecommerce platforms like Magento, WooCommerce. All these tools don’t talk to each other yet and tools like BetaOut are trying to fix the issue. There are also a lot of conversations & comments across social media channels and it can be challenging to manage this and to decipher meaningful insights because it’s unstructured data.
Cost effective Customer Acquisition & Customer Retention is the only way to make it sustainable
Experimenting with different channels, messaging & audiences is an essential way to optimize customer acquisition cost. Granular targeting & advertising has never been easier to accomplish and each of the tools – be it Facebook, Google Search, Twitter or even Native Advertising, the tools are getting better at segmenting the audience and their interests. To add to this complexity users have multiple touch points with an app or ecommerce site – across multiple devices, multiple locations and gaps during their interactions. So attribution becomes a challenge as the last touch point cannot be attributed just to the last touch point. Zarget or Improvely are great tools to set this right where it captures each touchpoint of the user so that attribution can be made appropriately. This allows for optimization of marketing spends in the right channel. With immense competition in ecommerce with each company vying to retain the customer, retention strategies and personalized messaging is key to success.
Optimising your website and especially optimizing the product pages is critical to effective cost per acquisition (CPA). As Neil Patel points out in the above article, product pages is where visitors become customers and that should be the page that needs to be made persuasive, not just the homepage. Tools such as Zarget, CrazyEgg and Inspectlet help you understand how users are behaving on the site and how it can be optimized to get better conversions at lower costs.
The programme at ISB has a key component to understand how this structured & unstructured data can be used to get actionable insights on acquisition, retention and conversion optimisation. Usage of many of the advanced tools will also be covered. The ISB Programme is from 4th to 8th Jan at Hyderabad and would be a great opportunity to get practical insights into the above aspects and to also cross learn from other specialists who will be attending the programme too.
ISB has also introduced a new program on Digital & Social Media Marketing Strategies, and the first batch of the same is going to take place from May 22 -25th, 2016. More details can be see at ISB Centre for Executive Education.
You cannot acquire a customer for life. In ecommerce, loyalty is a thing of the past. Many startups and new businesses struggle to find the right balance between customer acquisition & retention. This is especially true for the ecommerce industry. In the quest to growth hack to the next level, ecommerce businesses go all out to acquire new customers sometimes at unsustainable costs.
Over a longer term, online retailers might want to discontinue the channels that have a consistently higher cost of acquisition (CoA). But customer acquisition cost alone is not the right metric to evaluate the performance of an acquisition channel. Ecommerce businesses should instead be including average customer lifecycle value for customers from a particular channel as an important metric for strategic decision-making. This article can help ecommerce businesses garner a better perspective to guide their business decisions.
In simple terms, customer lifecycle value is the projected value a customer generates over the entire lifetime of their interaction with the brand. Focusing on CLV can help a company determine optimize the marketing spends, allowing it to focus on more profitable customers.
CLV as a metric assumes greater significance when put together with CAC. The CLV:CAC ratio is a powerful metric to define the Return on Investment (ROI). Focus on both the levers can help you devise a winning strategy.
Let’s take a look at the comparative illustration of 3 customers from different acquisition channels (A, B & C) assuming 1 year as the time period under consideration:
First step would be to segregate the customer acquisition and purchase data on the basis of marketing channels. Once this is done, there are 2 principal models of calculating the customer lifecycle value:
Under this model, the gross profit from all historic purchases of individual customers is summed up & divided by the total number of customers. This gives the average CLV for each acquisition channel.
This is an advanced method built upon the historic model. Predictive model uses the past customer behavioral pattern to predict the lifetime value of customers. This factors taken into account by this model are as follows:
Assuming next 10 years as the time period (T) for consideration, let us look at the formula that can help you arrive the lifetime value.
Average customer value per month (v) = N*B
Total customer value per year = S = v*12
Total lifetime spend of the customer = L = S*10
Average gross margin per customer lifespan = G = L*m
The final CLV value obtained can be plugged in the ROI ratio (CLV:CoA). Greater the ratio, the better the impact on the company’s growth strategy. The ROI ratio can be used as a good measure to evaluate the performance of the marketing channels and accordingly optimize the budget allocation.
For the CLV model to work, the data set under consideration has to be long enough to provide. CLV is not just for evaluating the marketing channels and campaigns, it can be a great lever to look at the overall business strategy for ecommerce businesses. There is nothing wrong in looking out for new customers. But, it’s important to look at the value brought by ten new customers acquired vis-a-vis ten retained customers. From the cost perspective, it mostly turns out cheaper to retain existing customers. With the wide array of choices thrown open to the consumers with just a click of a mouse, brand loyalty and customer retention becomes more important.
A quick look at Nielsen’s Global Loyalty Sentiment Report provides good insights into the consumer sentiments that result in switching retailer & brand-hopping.
The 5 factors listed above- price, quality, service, selection and features; can together drive the lifetime value of your customers. Doubling the CLV of existing customers is equivalent to doubling the customer base. Here’s some handy tips that can help online retailers increase the CLV:
In the rapid-growth ecommerce boom, it’s easy to get lost in the race for acquiring new customers. Brands go upto the extent of acquiring new customers at 10x the historical averages. They fail to remember that retaining your existing customer can cost lesser and would pay in the longer run to get hold of these low-hanging fruits.
For any marketing and strategic assistance with your ecommerce business, feel free to reach out to us at firstname.lastname@example.org.
The way products are displayed online creates a great brunt on the buying choice of a customer. Amateur looking photographs can destroy a consumer’s expectations and trust on the website or the brand. E-commerce websites need to display visually appealing products that will influence the customer to buy it from them, rather than making them prefer a brick and mortar store.
Business owners have spent a lot of money on building websites, hiring secured payment channels and other facilities. As a part of this checklist, it is time for them to look for people who would start taking photographs of their products and display on the website, in the most appealing way.
Here is a list of some top eCommerce Product Photographers and Studios in Bangalore.
G16 Studios is one of the leading e-commerce product photography studios in Bangalore. They work with top Indian E-Commerce websites like Zara.com, HM.com & Mango.com. They have an exclusive approach to product photography and organize models from across the world for photo shoots. In addition to their photography services, the studio also helps large volume businesses to set up their own photography studio. This move is said to bring down the production cost by 60%. Contact: Abhijeet Sojwal +91-9886652280
Aroun Kesavaraj is one of the most acclaimed professional photographers in India. With over a decade of photography experience, he has worked with Prasad studios (Prasad SFX) under various projects. He is also an Auto-desk Combustion certified professional. Widely known for his commercial and professional portrait photography skills, Aroun has a keen eye for detail and exquisite visual language. This makes him a natural choice for product photography. Contact: Aroun at +91-9900001943
An architect turned photographer, Kiran Nama is first in the city to start the digital photographic trend. He is a renowned product photographer who has closure with various high profile clients. He is much interested in trying out new things and hence does not practice single photography style, but most of his works are as a product photographer. Contact Kiran: +91-9845255406
Experimenting with still life and lifestyle photography, Jaggi has been stinking awe and wowing clients as an advertising photographer since 2000. He brings a unique combination of skills to photography and is one of the most technically savvy and aesthetically inclined photographers in the industry .He also has the penchant being a virtual one-stop show when it comes to recreating, fabricating, or improvising with products, props or background, including pre and post production. His skills are admired and are proved to be very effective in product photography. Contact Jagadeesh +91-9845054400
With over 6 years of experience as a photographer, Purnendu Bala owns an eminent fashion photography studio. While his expertise lies on his specialized skills required to groom a model's personality, Purnendu also excels in product photography dedicated to provide professional level of quality of work which not only reach your business to your audience but give you Return on Investment. Contact Purnendu: +91 8147872032
Full House Labs
Established in the year 2012, Full House Labs is a media content production house started its operations to provide quality media ingredients for business promotion. The production house is a pool of innovative freelancers working on advertisements and social media branding. They also have a team of expert photographers and editors who work on product photography for Ecommerce websites, in which they are a prodigy at. Contact them at +91-7411167810
Have we missed any other Product Photographers in our list?
Do write to us or share their details in the ‘Comments’ section below.
Almost a year back we had created a list of top Indian Websites that were not responsive. A lot has changed since then. Myntra has moved to an App Only approach and closed down their mobile site. In the same context, Google’s next update is expected to be rolled out on April 21, 2015 and will concentrate largely on positively impacting sites that are mobile responsive. There will also be a marginal negative impact on mobile search results for websites that are not responsive.
So the question to ask here is, whether you site is mobile friendly? Google has its Mobile Friendly Testing Tool which can help you check. If you get a message "Awesome! This page is mobile-friendly.", then you have little to worry as you will most likely be on the safer side of the line.
However, for those who haven’t made their site responsive this Google update is going to put in jeopardy the search traffic and eventually ranking. Here are some tips to help you get started on this front.
Creating a mobile responsive site will be the key step towards being in tandem with the Google update. This was Google’s announcement earlier this year which clearly indicates Google’s focus on mobile friendliness. “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”
The main reason behind the update taking this path is Google’s consistent stand on giving users the best online experience. With mobile traffic having significantly overtaken PC traffic in the past two years this update seems all the more relevant. Google even has an extensive guide on creating mobile friendly sites. If you have Google Webmaster they have a new Mobile Usability feature to showcase if there are usability issues that still exist.
If you are using a Content Management System (CMS) To make your site mobile friendly here are a few essential tips:
For Word Press Sites: If you own a word press site you can simply use a plugins available online. The three best plugins available are
For Magento Sites: Using existing mobile responsive themes is one option that many are considering. If you have an existing theme which is non-responsive then there are plugins to help with this.
The last option would be to adapt the existing theme to being responsive, but it requires extensive changes to be made at the code level.
The time your site takes to load plays a strong role in improving your page rankings. Despite the best mobile data connection, sites sometimes take a while to load and the reason behind it could be due to complex codes, slow server and other factors. Analyzing these problems and addressing them quickly can help give your site an advantage.
Once these changes have been made appropriate modifications have to be made in the Google Webmaster Tool as mentioned in the steps below.
With the update coming out today, it would be prudent to make these changes to your site as early as possible. Making changes sooner will help your traffic remain higher after the update. If you are having difficulties in making these changes, hiring good developers to make them is always a recommended option.
We would love to hear from you if you have seen any positive or negative mobile traffic from today. Please do share it in the comments below.
As the growing digital population is all set to rock India's economy and business landscape, it has become vital for businesses to go online as well. A budding entrepreneur who is looking at selling his products online can create his own e-commerce website or sell products on other online marketplaces such as Flipkart, eBay, Amazon, etc.
After registering with these online marketplaces that allow you to sell products for a commission, managing different dashboards, stock list & inventories becomes difficult. In order to simplify the online selling process, tools have been developed to integrate all of these into one single dashboard.
Tools like Browntape, ecomdash, boostmysale, etc provide one common dashboard to manage all your orders and inventories across e-commerce platforms. Let’s take a look at what each of these softwares have to offer:
Selling across multiple ecommerce marketplaces in India
If Indian market is your main business focus, the below mentioned tools are some of the key players in providing inventory and order management solutions:
Unicommerce, recently acquired by Snapdeal has an inventory management software for e-commerce, integrated with some of the world's leading online marketplaces and cart solutions.
It helps in complete order fulfillment life-cycle through real-time maintenance of inventory, orders and shipping process. One can also view key metrics and insights with respect to sales and performance using a single dashboard.
Browntape lets you sell your products across 8 platforms which includes eBay, Amazon, Flipkart, Snapdeal, Rediff Shopping, Tradus, Naaptol, shopclues, etc.
It provides a centralised inventory management system that keeps track of the stocks and orders that come in on a real-time basis. One can also print out the shipping labels and send out automated emails to the customer about purchase order status.
This easy to use e-commerce solutions provider integrates inventories, sales and other management factors in one single window. It not only streamlines and automates the processes but also provides insights on scaling up your business and visibility. With real-time inventory and sales figures, Boost My Sale helps in quick decision making and growing the business without having to worry about everyday challenges in sales & supply chain management.
Selling across multiple ecommerce marketplaces globally
Businesses that operate on a large scale and have tie-ups with global online marketplaces can make use of these tools for hassle-free sales and operations:
ecomdash is yet another inventory management & order fulfillment software for multi-channel e-commerce sellers. It provides a single view of all e-commerce operations using a single dashboard. Sales, shipping & inventory management is all automated and also lets us monitor sales & supply chain through effective data management.
Orderhive is a multichannel order & inventory management system that is integrated with leading marketplaces and businesses. It cuts down on the additional infrastructure and maintenance cost for online sellers through its simplified back-end process management. It also provides customised offerings to suit your business needs, in terms of having a dedicated server (such as Bluehost) and managing it efficiently.
It’s a cloud based inventory management application that consolidates and processes orders from multiple marketplaces. It removes the clutter out of multichannel selling and gives real-time updates on competitor's pricing as well. It also analyses shipping rates and gets the most cost-efficient rates from leading delivery companies to process the orders.
Online selling across various marketplaces means having to oversee and manage different channels and processes. As and when the business grows in terms of more online marketplaces and product orders, resorting to such tools & solutions providers becomes inevitable. They greatly help in streamlining processes, reducing the infrastructure cost and provide great insights, which might otherwise go unnoticed in a daily tracking routine.
Do try out the trial versions or subscribe for the above mentioned tools for your business and share your experience with us in the ‘Comments’ section. And in case we have missed out on other important channel & inventory management tools, do write to us.
Product Photography is an important design element for an e-commerce portal, as the sense of sight plays a major role in online shopping. One of the challenges for an e-commerce site is to satisfy the needs of a customer wanting to touch and feel the product before buying it. Visually appealing product images have the power to impress & persuade a customer into buying a product and tend to affect your website’s bounce rate and conversion rates.
Product images should not only be appealing, but also match your brand’s image and the overall aesthetics of your website. Instead of solely relying on your vendor for product images, one needs to plan and make use of the best product images that have the potential to sell. This is where professional product photographers come into play, to bring out unexplored angles of a product and visually explain the product functionality in the simplest way possible.
Through this blog post, we bring to you some of the top e-commerce product photographers in Chennai:
Kunal Daswani is one of the leading photographers in Chennai with a unique style and eye for detail. Much known for his fashion and commercial photography, Kunal has worked across various brands & industries. Contact Kunal: +91-9840823223
Specialised in advertising and commercial photography, Prasana is one of the most sought after professional photographer for major retail and corporate clients. He has won awards in recognition of his work and is now the official photo mentor of Nikon School for Tamilnadu & Pondicherry. Contact Prasanna: +91-9884878101
Sukil & Khushboo are professional photographers with experience across various fields and have assisted iconic photographers such as Iqbal Mohamed & Sundar Ram. Their strong technical knowledge and passion for the art has helped them go a long way in accomplishing projects for clients in the field of fashion, food, architecture & consumer goods. Contact Sukil & Khushboo: +91-9841226201
Backed by a well-equipped studio and an image processing facility in Chennai, John Sudhakar has produced some of the remarkable works in the field of Photography. He’s been teaching Photography at various ad clubs &training institutes over the last few years and has represented many iconic brands photographically. Contact John: +91-9382148000
Dewakar is a Chennai based professional photographer with more than 10 years of expertise in this field.
He has worked with a wide range of corporate clients as well as advertising agencies and specializes in identifying and highlighting the uniqueness of each product through his camera lens. He infact owns a product photography studio that gives him the flexibility to explore new techniques and styles. Contact Deewakar: +91-9840053133
Muthukannan is not only a successful wedding & commercial photographer in Chennai, but is also known for his photography institute called the Visualite Academy. He strongly believes that a good product photograph can increase its chances of selling and uses his several years of experience in creating the right product portfolio for his clients. Contact Muthukannan: +91-9790836256
Are there any other Product Photographers that you know of and we've missed them in our list?
Do write to us or share their details in the 'Comments' section below.
Facebook has announced that they will shortly be introducing product ads, wherein advertisers can showcase and promote multiple products and even entire product catalogs through ads on the social network. This seems to be great news for advertisers, especially for ecommerce companies as this will enable more products to be shown to a wider audience.
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Quoting from the announcement,
“Product ads can be customized for use throughout the customer journey, from discovery/awareness through purchase. Here are some options:
Advertisers can automatically reach people who visited their website/app (via Custom Audiences), or reach people based on specific interests, locations, etc.
Advertisers can curate ads as they see fit. For instance, they can highlight products that were viewed on their website/mobile app or showcase best selling products. Or they can create a multi-product ad that highlights the different benefits of a single product.”
Advertisers can upload entire product catalogs and then use advanced Facebook Ads targeting techniques to reach the right customers who would be interested in those products.
We can’t wait to try out this new feature and share our experience on the results acheived. Do share your experience with it as well.
According to a recent Adobe survey, more than 50% of businesses spend less than 5% of their marketing budgets on optimizing the campaigns. Though it is important for all businesses, it becomes critical in case of an ecommerce business. When an ecommerce business spends more than 90% of the marketing budget to drive visitors to their website, isn’t it really important to make the most out of these visitors coming on to your website.