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Mobile Driven E-Commerce All Set To Dominate India

In this era of digitization, India has transformed into a mobile friendly country. Understanding this as an advantage for brands, Facebook’s Discover Growth defines how consumers would now come to brands rather than the other way around

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With mobile becoming central to the lives of everyone, people are spending more time and consuming content on their phones. The marketers of today are working in an environment where there are increasing consumer choices. This has led to a very dynamic consumer purchase cycle and has created opportunities for many businesses to curate content over mobile. Mobile driven e-commerce is set to dominate India.

“Discover Growth” by Facebook is an event where marketers and advertisers came together to discuss key strategies focused on growth marketing and how Facebook solutions can help drive business growth. Sandeep Bhushan, Director, India and South East Asia brought in a panel discussion along with Ashish Bhasin, Chairman & CEO South Asia Dentsu Aegis Network, Alok Agarwal, General Manager, Marketing Excellence, GSK Consumer Healthcare and Ambuj Chandna, Head-Retail Liabilities, Investments & Payment Products, Kotak Mahindra Bank. The panel discussed the way in which brands can discover growth with the help of Facebook.

Sandeep further states that nowadays consumers are influenced by brands and social media is one of the most effective ways to reach them. He expresses that advertisements should be uploaded within 6 seconds and derive what they are trying to sell in that amount of time as consumers lack the patience to know what a product is all about.

“With over 217 million monthly active users in India, most of whom are active on mobile, Facebook is at the heart of a mobile-first shopping journey. We want to help all marketers and businesses drive revenue growth by tapping into the shift in consumer behaviour towards mobile and help them adopt practices to drive both penetration and loyalty.” Said Sandeep.

At the event, he discussed points like acquiring customers and generating intent. Mobile phones have now encouraged consumers to reach out to brands. Brands can no longer wait for purchase intent and need to create it themselves. In order to work towards creativity, it is imperative for brands to capture attention quickly with compelling short creatives. Sandeep further states that Facebook is built to deliver better experiences on mobile can create intent and generate purchase intent.

One of the key takeaways from the marketing strategies of Discover Growth was “Measuring What Matters”. This point signifies that the guideline to an effective marketing strategy is to measure what is actually working for the brand. Videos, Print Ads, Gif’s or any other form of content which is most effective for a brand must be focused on. Facebook’s people based measurement solutions works across channels to find the accurate spending for brands in order to gain cost-efficient strategies and better results.

“New users are coming in through mobile phones and businesses are being impacted due to the changing consumer trends. Digital is influencing every angle and aspect of the business and looking at the speed of digitization, we would be 100% digital by the year 2020. This drastic shift is only going to be through mobile and if platforms like Facebook more towards helping brands market on this medium then there is room for a lot of innovations.” Said Ashish Bhasin, Chairman & CEO South Asia Dentsu Aegis Network at the event.

Brands like Lakme, Magnum are taking advantage of Facebook’s marketing solutions and have run impactful feed friendly short form creative and seen lifts in purchase intent as mentioned by Sandeep. He also states that e-commerce and travel brands like Jabong, Shopclues and MakeMyTrip have used dynamic ads to capitalize and find the right target audience. Other brands which were influenced and have influenced many consumers are Raymond, Mahindra, GSK, VodafoneMondelez and Myntra. The Discover Growth platform encouraged many more brands to use this initiative and grow. Small brands like Ustra which caters to providing men’s grooming products have also seen an impact on their sales by reaching the right consumers in a cost-efficient way.


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