Ecommerce In/And India: Stats, Trends, and Consumer Behavior
•
4 j'aime•737 vues
A brief look into how eCommerce is shaping up in India. Originally given as part of a University of Madras seminar. Thanks for having us! Includes statistics, buyer behavior details, and effective digital advertising mediums.
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
Similaire à Ecommerce In/And India: Stats, Trends, and Consumer Behavior
Similaire à Ecommerce In/And India: Stats, Trends, and Consumer Behavior (20)
Dernier
Dernier (20)
Ecommerce In/And India: Stats, Trends, and Consumer Behavior
- 2. about o3m 2 • About O3M – Full service digital agency working directly with clients – Google India Premier SME Partner – Clients everywhere in the digital lifecycle • About Boonze – Outsourcing with a focus on efficiency and quality – Scalability to manager a large number of basic campaigns – Technology soluIons to increase efficiency and performance
- 3. Awards and Accolades 3 We don't like to brag, but… • 2015 Google India PSP Highest Customer SaIsfacIon • 2014 Google India PSP Highest Customer SaIsfacIon • Google SME Heroes Chennai: 3/5 winners • Google SME Heroes Regional Winner: PumpKart • Google branded success stories • Google India Premier SME Partner • Audits for large b2b publishers • Frequent speeches and lectures
- 4. trivia 4 What’s the populaIon of India?
- 5. trivia 5 302,000,000
- 6. the case for digital : internet in India 6 302,000,000 Indians online 10x English print reach 2/3 Non-cable & Satellite TV reach =/> Cable & Satellite TV reach Over 40% women Source: Google Think Insights
- 7. Remember y2k? 7 2000 2015 Internet users 5 million 302 million LogisIcs You tell me Payment processing Two step authenIcaIon LogisIcs Internet penetraIon 0.5% 20% Rural access Minimal Mobile and future tech PopulaIon / World 17% 18% Online / World 1.2% 15% Source: Internet Live Stats, Wikipedia
- 8. and not just in metros 8 140 40% search queries from Non Metros Lower tier geographies seeking greater internet access Distribution of internet users across India Distribution of queries across top 500 cities Growth from tier 2 / Rural 34% Source: Google Think Insights
- 9. India is online 9 42% 62% 54% 53% 48% 36% 13% 9% 13% 15% 18% 11% 10% 8% 7% 9% 11% 28% 14% 3% 7% 11% 7% 9% 4% 3% 4% 3% 6% 3% 4% 1% 2% 3% 2% 6% Non Working Women Working Women Older Men Young Men College Going School Going Daily 4-6 times/week 2-3 times/week Once a week 2-3 times a month Less than once a month Source: Google Think Insights
- 10. all around the Internet 10 Source: Google Think Insights
- 11. the internet is always on How often do you do each of the activities mentioned here below? How often do you use the following devices to connect to internet? base: Luxury goods buyers (new markets n=1225; Mature Markets n=2028; Japanese market n=494) HOW AFFLUENT SHOPPERS BUY LUXURY GOODS: A GLOBAL VIEW TV MAGAZINES RADIO NEWSPAPERS THE INTERNET NEW MARKETS MATURE MARKETS DAILY 82% 85% 57% 39% 59% 74% 62% 58% 98% 98% Daily media habits: Source: Google Think Insights
- 12. is now a top 5 channel 12
- 13. With almost 2X the market reach of TV 65 mn Audience monthly 34.3 mn (SEC AB 15-34) TV viewer universe Source: Google Think Insights
- 14. eCommerce in India 14 • LogisIcs challenges…and soluIons • FesIval and offer oriented • Cash on delivery
- 15. growing ecosystem 15 • Not just the websites, a whole ecosystem exists. Source: PwC.in
- 16. tradiIonal markeIng 16 First Moment of Truth Second Moment of Truth Stimulus Want or Need Created Purchase & Shipping Customer Experience The tradiIonal path to purchase has changed… Source: Google Think Insights
- 17. new model of markeIng 17 First Moment of Truth Second Moment of Truth Stimulus Want or Need Created Research | Social | Search | Video Purchasing & Shipping Customer Experience Now we have a unique ability to guide or reroute the customer’s decision buying process. Source: Google Think Insights
- 18. the research period is key 18 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Clothing Mobile Phones Home Décor & Appliances Food Ordering Beauty & Personal Care Apparel & Accessories Restaurant Bookings Health & Nutrition Finance & Insurance Cameras Books Baby Products Sports Goods Tablet PCs Computers Luxury Products Tickets Household Products Time spent on research (days) Source: Google Think Insights
- 19. tradiIonal channels coming online 19
- 20. Where They Are 20 How brands connect with audiences: • Search • Social • Local • Video • Content Paid and earned opportuniIes exist for each and every medium. Online adverIsing > Offline adverIsing
- 21. about digital 21 • Bidding opIons – Cost per click, view, call, engagement – BudgeIng is flexible – Everyone at aucIon • CreaIve opIons – Blended – User driven – Ability to test • Measurement – Google AnalyIcs – Your staIsIcs X their staIsIcs – Measuring enables opImizing • OpImizaIon – Our work – Your work – Teamwork
- 22. What We Do: Ongoing OpImizaIon 22 Quality campaigns require an in-‐depth understanding of performance, conInual opImizaIon, frequent tesIng, ability, and creaIvity. CreaIon and conceptualizaIon • Planning • Research • Data Analysis • Tracking & Set-‐up • KPI dashboard • Account configuraIon • Account linking • Code Placement • CreaIon • Messaging • Placements and keywords • Content Daily monitoring & review • Real Ime analysis • Analyst level (comparison) • Team lead level (overall performance) • KPIS • Brand metrics • Lead metrics • ReporIng • Real Ime dashboard access • Internal reports (daily) • Client reports (weekly) • In-‐depth reports (monthly) Daily opImizaIon & enhancements • OpImizaIon • Real Ime opImizaIon • A/B tesIng • TargeIng • Landing pages and website • Ads • Keyword • Placement • Demographic • Bidding & budgeIng • Ad messaging • Script based opImizaIon • CommunicaIon • Task updates • Issue escalaIon
- 23. search : Google Search 23 Searches are looking for a variety of informa>on Brand Local eCommerce Research Offline intent How-‐to Comparisons Shopping Apps
- 24. display 24 • Placement targeted: – Display network – Direct buy – Combine targeIng Create influence during research and buying phase • Audience targeted: – In market and affinity categories – Demographic targeIng – RemarkeIng
- 25. Social 25 Promote to your exact audience • PotenIal audiences – Who they are – What they are – Who they like • Varied messaging – ExisIng and new customers – Sales and support under one channel – Crisis management and unique opportuniIes
- 26. Social 26 Source: Tumblr
- 27. Gmail Sponsored PromoIons 27 • Keyword targeted: – Best performing from search – Online shoppers – CompeItors Effective In-box Marketing • Audience targeted: – Female ecommerce shoppers – Jewelry enthusiasts and luxury shoppers – RemarkeIng
- 28. ellements 28
- 29. easy mosquito 29
- 30. pumpkart 30
- 31. Showroom Tracking Technology 31 Live, Accurate and Actionable Data - Buyer - Seller
- 32. What’s next? 32 • Full stack soluIons and consolidaIon • Emergency of addiIonal logisIcs players – Cold storage, fragile goods, and Expensive goods – LogisIcs management as a service – Last mile for Ier 2 and rural • Atypical ecommerce – TransportaIon and hyper-‐local – VerIcal specific – Increasing trust • Importance of apps • Blending click and mortar A lot
- 33. Thank You! 33 Do you need support for your online markeIng iniIaIves? Contact the O3M team today! info@o3mdm.com www.o3mdm.com Chennai: +91-‐44-‐4217-‐8435 Miami: (305) 771-‐1565