Flipkart (India’s biggest
e-commerce platform) has introduced native advertising for companies to engage
better with customers on its mobile platform, including for brands that do not
sell through it. Through Flipkart's new 'brand story ad
format', companies will be able to target specific customers browsing through
products related to their own on the online marketplace. Companies will also be able to use data
from Flipkart for generating sales leads or run pre-product launch surveys. Other Indian e-commerce companies,
including Snapdeal are opening up online advertising options as a high-margin
revenue channel. The ecommerce firms are looking to shift from a commission-based
model for their merchants to a model that allows merchants to advertise for a
fee.
The value proposition that the e-commerce firms are offering
their brands is that they will get
a holistic view on their return on investments on the marketing spends (and)
about a user's awareness of the product, intent to buy, to the final purchase.
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