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E-commerce companies giving TV ads a miss, in new marketing move

  • In an indication of apparent shift in online commerce
    advertising strategy to print and digital from traditional television, India’s
    top ecommerce companies Flipkart, Amazon and Snapdeal were recently seen
    placing full­page jacket advertisements in many prominent newspapers, announcing
    mega sales.
    • In an indication of apparent shift in online commerce
      advertising strategy to print and digital from traditional television, India’s
      top ecommerce companies Flipkart, Amazon and Snapdeal were recently seen
      placing full­page jacket advertisements in many prominent newspapers, announcing
      mega sales.
    •  
    • Image result for mega sale
    •  
    • Experts and ad agency officials, too, seem to be in agreement
      of this visible rearrangement in strategy.
    •  
    • Kartin Sharma, managing director at GroupM agency Maxus,
      told the
      Economic Times that ecommerce
      companies are using print ads for its visible impacts. “There are certain
      events for which print is used to deliver that last mile nudge so that it
      sticks to the memory of the consumers,” he said, pointing out that new
      show launches on television channels are also advertised on papers.
    •  
    • “And certain newspapers definitely have the strength of
      number of readership. So I think it is more of a media strategy than a
      trend,” Sharma said.
    •  
    • Srini Murthy, senior vice president for marketing at
      Snapdeal, confirmed that his company is particularly “quite heavy on
      print” this week, at a time when all three top ecommerce companies are
      having their mega sales between October 13­17.
    •  
    • “Print is very noticeable and its gets picked up a
      lot,” Murthy said. “Along with TV, digital advertising, outdoor and
      radio, print works very well. This will become a more permanent fixture (for Snapdeal)
      every Diwali,” he was quoted as saying by
      ET.
    •  
    • In September, cash­rich ecommerce companies in India,
      including comparatively newer players such as grocery retailers BigBasket and
      Grofers reportedly spent around Rs 2,000 crore in advertising for this festival
      season, almost double the amount online retailers shelled out on advertising
      during the same period last year.
    •  
    • Ashish Bhasin, chief executive for South Asia at Dentsu
      Aegis Network, said advertising is generally heavier during Diwali for three to
      six weeks duration. “This year the demand has been accentuated by the
      ecommerce players as they have all decided to have the sales at the same
      time,” he said.
    •  
    • Murthy of Snapdeal declined to share his firm’s advertising
      budgets but said its Diwali ad spend is “in the range of last year’s
      figure”. He said Snapdeal will continue to spend heavily during the festival
      season in coming years as well.
    •  
    • Meanwhile, the high­voltage ad strategy seems to be working
      for ecommerce companies.
    •  
    • Flipkart said it sold a million products in the
      first ten hours of its five­day mega sale, as six million customers visited its
      website during those hours. That translates into sale of 25 items every second.
    •  

     

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