Optimum use of media is key to unlock upcoming online sales potential
The long Holiday weekend from 24thMarch to 27thMarch which comprises of Holi and Easter festivals has presented a great opportunity for ecommerce players and online sellers. Needless to say, the online retail sky isfilled with discounts, sweets and vouchers.
If you missed the boat this time, don’t fret. There are plenty of opportunities waiting since we live in theland of festivals and celebrations. Provided etailers and online sellers create clever media strategies to increase sales during their next big sale.
Predictive approach to identify buyer’s purchase pattern
Recently, Brand Equity invited media aspirants toshare their ideason how to use media effectively during online sales season without harping on discounts.
Some of the suggestions for ecommerce players are:
Tracking buyers’ past purchases to analyze their taste and recommend products accordingly
Release teasers and mystery campaigns days before the actual sales event starts and generate buzz
Use plug-ins to inform about upcoming sales, abandoned cart notifications & clearing and wish-list fulfillment & sharing on social media platforms
Involve real buyers in marketing campaigns to improve quality of engagement
Use right content and the right media platform (TV) to reach out to tier 2 and 3 cities
Invest in banner ads to target net-savvy buyers
Reward consumer loyalty
Media strategies designed keeping regional buyers in mind imperative
“There’s a high skew towards creating strategies for primarily Hindi speaking consumers. There’s a huge market that doesn’t connect to that language and pop-culture references linked to it,”saidKartik Sharma, MD – Maxus South Asia.
Positive sign is that most of the ecommerce players are already doing some of the things mentioned above.Flipkart’snative advertisingis already helping online sellers to increase its sales while generating good ROI.
Amazon,Shopcluesand Flipkart’slocalizedandengagingad campaigns are already talk of the town. High-tech technology is also helping etailers to introduce predictive shopping features and deliver finest shopping experience.
Online sellers, let us know what you have in store for upcoming sale events and how you plan to market your online business?