Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-7, 2016 ISSN: 2454-1362, http://www.onlinejournal.in

Are Television and Print media, a high Impact Campaign for E-Commerce Marketing?

Mrs. Harshini C S & Dr. Venugopal Research Scholar, University, Bangalore Guide/Principal, Government First Grade College, Kanakapura, Bangalore

Abstract: Today’s consumers hop from screen to Introduction screen according to their needs of the moment. They don’t give a thought to what “channel” they are Ever since the first display advertisements appeared using to interact with brands, they simply expect on computer screen, the Internet’s challenge over brands to keep up. Newspapers and Television existing advertising has been the ability to target the continues to play a big role in driving sales for E- audience more precisely and measure the impact of commerce clients. TV Attribution not only offers a the advertisements. Although traditional media still new and immediate view of mass media impact, it holds strong ground in the Indian ad space, digital allows people to create more cross-channel synergy. advertising is catching up fast and is expected to Today’s consumers want immediate gratification and overtake traditional media within the next 5-10 years. have high expectations for the brands they pursue. In addition to the increasing adoption of mobile With an increase in internet penetration, more and devices, the increasing connectivity and more marketers are using online advertising improvements in broadband infrastructure will lead business. Traditional advertisers have started to increased investments in more content rich, video allocating more of their marketing budgets to the and social media advertisements. web. They are spending more online and now the The gradual increase in adaptation of Internet has growth of wireless Internet access and broadband is opened the door to the marketers to go online and surely painting a promising picture for the industry. spend on digital advertisement. With mobile devices Advertisers have recognized that people are becoming a predominant mode of Internet access spending more time online and consuming more among the users in , adoption of internet is online media. The E-Commerce sector has witnessed expected to increase still further. The changing an exponential growth in the country in the past few dynamic will be best placed to generate new sales years, and more and more companies continue to and capitalise on consumers’ desire to use their invade into the market seeing the vast potential it smartphone for research and purchase products more holds. With the technology advancements, some in the future. The more connected devices consumers companies have already carved a niche for own, the more their behaviours change and the more themselves, by penetrating fast into the market. complex purchasing habits become. Investors are pumping a lot of money into the e- tailers, as they see promising prospects for their Statement of problem growth. But brands cannot rely solely on digital media to create high impact in a short span of time The increase in adoption of Internet and the especially when reaching out the mass audiences. penetration of e-commerce throws valid questions to They need a certain amount of influence from E-Commerce companies. traditional media. The present paper attempts to 1. Why do E-commerce companies advertise study whether Television and Print media is still a offline? high impact campaign for E-commerce companies. 2. Is print a high impact campaign for starters? 3. Do Traditional ads continue to play a big Key words: Advertisement, E-Commerce marketing, role in driving sales for e-commerce clients? Television media, Print media, Offline, Online. Objectives of the study

1. To recognize key drivers in India’s e- commerce, it’s market and its growth.

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Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-7, 2016 ISSN: 2454-1362, http://www.onlinejournal.in

2. To compare top e-commerce companies with the most visited websites in India. 3. To understand the impact of TV attribution with digital insight.

Internet in India 2015 Internet and Mobile Association of India (IAMAI) on 17 November 2015 released a report entitled Internet in India 2015 report1. The key finding of the report is India’s internet user base will touch 402 million by December 2015 making it the second- largest in the world after China. Highlights of Internet in India 2015 1. The number of Internet users in India is

expected to reach 402 million by December 2015 registering a growth of 49 % over last Source: “Internet in India 2015” by the Internet and year. With this, India will surpass the USA Mobile Association of India (IAMAI) and IMRB and will have second largest user base next international. The IAMAI-IMRB survey was only to China. conducted across 35 cities with more than one 2. Currently, while internet users in India are million populations, including eight large metros and 375 million, China leads in the world with smaller cities, including Coimbatore, Jaipur, more than 600 million internet users. Lucknow, Ludhiana and Visakhapatnam. 3. While Internet in India took more than a decade to move from 10 million to 100 Online communication, social networking and million and 3 years from 100 to 200 million, entertainment are the top reasons for accessing the it took only a year to move from 300 to 400 Internet. Only 25% of urban users and 5% of rural million users. users accessed the internet for . With smartphones in India, the upsurge in overall Internet penetration will be driven by mobile. Mobile E-Commerce in India has long been seen as the key driver of Internet access in emerging markets, and that’s very much the Electronic commerce, commonly written as e- case in India. The total internet user base stood at commerce, is the trading in products or services over 317 million in October 2015. In Urban India, using computer networks, such as the Internet. the mobile Internet user base grew by 65 per cent Despite being second largest user base in world, the over last year to reach 197 million in October 2015. penetration of e-commerce is low compared to In Rural India, the mobile Internet user base is markets like the United States, United Kingdom or expected to reach 87 million by December 2015 and France but is growing much faster, adding around 6 109 million by June 2016, according to the report by million new entrants every month2. The industry Internet and Mobile Association of India (IAMAI) consensus is that growth is at an inflection point3. As and IMRB. of Q1 2015, seven Indian e-commerce companies have managed to achieve billion-dollar valuation. Namely, , Snapdeal, InMobi, Quikr, Amazon India, OlaCabs, and .

Top 10 E-Commerce companies in India-2015

Here is list of the top 10 e-commerce companies in India. With the rise of the internet and increase in the number of smartphones, the online shopping industry has become a force to reckon with its enormous growth across the world. Some of the biggest names in the e-commerce industry have emerged which have done businesses in a huge volume through 1 http://www.iamai.in/media/details/4490#sthash.aaD2 QKdG.dpuf 2 "Online shoppers in India". timesofindia.indiatimes/tech. 2014- 11-20. Retrieved 2015-03-25. 3 "Indian e-commerce at inflection point?". Vccircle.com. 2010- 08-19. Retrieved 2013-07-04.

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Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-7, 2016 ISSN: 2454-1362, http://www.onlinejournal.in websites and apps. The list is based on latest figures and N. R. Narayana Murthy’s Catamaran available4 (Nov 2015). Ventures invested 40 crore in this company. 1. Flipkart (2007): Leading E-Commerce 8. Caratlane: It is a leading jewellery website company after acquiring myntra in a deal of in India that has product range from $3.1 billion. Company started by Sachin Diamond Jewellery to all types of gold Bansal and Binny Bansal in 2007 and ornaments. Caratlane offers 4 payment within 8 years, company has become the options that include: Cash on Delivery, leading e-commerce player of Indian Credit card, Debit Card, Cheque/DD. market. It started with online booking stores 9. Shopclues: It is another growing and later added gadgets, electronic items ecommerce company which act as a and apparels. It is now able to build bond of marketplace between seller and buyer. trust among buyers and because of this it ShopClues provide delivery in more than has achieved stunning growth. 12,000 locations and offers payment options 2. Fashionandyou (2009): Started by Harish like Net Banking, Credit cards, Debit cards, Bahl. It was started with a motto to cater and Cash Cards. In 2013 ShopClues eminent designer’s collections under one awarded Best eRetailer of the Year by roof. Over the years it became a prominent Indian eRetail Awards 2013. brand in fashion and apparel industry and 10. Tradus (1997): It is the online venture of many top notch merchandise are associated ibibo Group and counted among the top 10 with it. ecommerce companies of India. It has huge 3. Snapdeal (2010): It was started by alumnus product range that include footwear, health of IIT and within 3 years captured & sports, watches, mobile, tablets and huge share of Indian e-commerce industry. computer parts. It has numerous product categories that include books, mobiles, electronic items, India’s e-commerce market and its growth apparels etc. Initially it was started as India’s e-commerce market was worth about $3.8 discount coupon website but to capture billion in 2009, it went up to $12.6 billion in 2013. In growing ecommerce market, the company 2013, the e- segment was worth US$2.3 billion. changed its business model. According to Google India, there were 35 million 4. Myntra (2007): Established by IIT online shoppers in India in 2014 and is expected to graduates and has headquartered in cross 100 million mark by end of year 2016. Bangalore. Company works in niche market Key drivers in Indian e-commerce are: space of apparels and has tie up with •Large percentage of population subscribed to prominent brands. broadband Internet, rapid increase in 3G internet 5. Dealsandyou: It is a deals website that users, and a recent introduction of 4G across the brings discounted deals of numerous day to country. day products. Deals help consumers to get •Explosive growth of Smartphone users, soon to be discount and also increase the sales of the world's second largest smartphone user base. sellers. •Rising standards of living as result of fast decline in 6. Homeshop18 (2008): It is an online venture poverty rate. of Network 18 Group. It is an ecommerce •Competitive prices and availability of much wider website that sells Mobiles, clothing, product range compared to what is available at footwear, jewellery, beauty, books and toys. traditional retailers. Numerous top brands like Samsung, Nokia, •Increased usage of online classified sites, with more Canon, Nikon, Sony are associate with consumers buying and selling second-hand goods. HomeShop18. It provides the facility to •Evolution of Billion-Dollar startups like Flipkart, track the order and regularly send product Snapdeal, InMobi, Quikr, Amazon India, OlaCabs, dispatch status on mobile and inbox. and Paytm. 7. Yebhi.com (2010): It is another well-known ecommerce company started in 2009 and Top 10 most visited websites in India within 4 years become the establish player 1.Google.co.in: Indian version of this popular search in ecommerce industry. Yebhi was started engine. Search the whole web or only webpages as BigShoeBazaar.com and then changed its from India. More Interfaces offered in English, identity to Yebhi. After seeing the potential Hindi, Bengali, Telugu, Marathi and Tamil. in this company, Nexus Venture Partners 2.Google.com: Enables users to search the world's information, including webpages, images, and videos. Offers more unique features and search

4 http://companiesinindia.net/top-10-ecommerce-companies-in- technology. india.html

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Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-7, 2016 ISSN: 2454-1362, http://www.onlinejournal.in

3.Facebook.com: A social utility that connects Advertisements that cram the newspapers especially people, to keep up with friends, upload photos, share during festival seasons have displeased many readers links and more videos. who look for news. The newspaper will be flooded 4.Youtube.com: YouTube is a way to get your videos by ads from e-commerce companies such as to the people who matter to you. Upload, tag and Amazon, Snapdeal and Flipkart, the country’s share videos worldwide. premier online marketplaces, which were publicising 5.Amazon.in: Online shopping India their special sales for the festival season. E- 6.Flipkart.com: Flipkart is a leading destination for commerce firms are splurging big time on promoting online shopping in India. their festival sales across media and a significant 7.Yahoo.com: A major internet portal and service portion of that money is going into print. provider offering search results, customizable Newspapers are chosen for their credibility. Print ads content, free e-mail, clubs, and pager. are seen as being more credible since they appear in 8.Wikipedia.org: A free encyclopaedia built the pages of brands that have been built over the collaboratively using wiki software. years. The printed word enjoys greater trust. Besides, 9.Snapdeal.com: Snapdeal.com is the largest online a newspaper, with its daily print cycle, stands for marketplace in India, headquartered in , immediacy. The ad has appeared today, so India. It features products across categories like consumers feel they have to buy today. What better Mobiles, Electronics, Fashion accessories, Apparel vehicle than a newspaper then to advertise their and Footwear, Kids, Home and Kitchen, Sports, short-duration sale. Television, too, has been part of Books, Restaurants, Entertainment and Spas amongst the e-commerce firms' media plan from the others. beginning of the year. Revised estimates by the 10.Indiatimes.com: Portal site; includes news stories Pitch-Madison report on media said that e-commerce under subject headings, and links to other companies grew their expenditure by 70% in information sources. January-June 2015 and a lot of it went into Flipkart, which is number one E-Commerce television. Overall, between January and June, company in India is the sixth-most visited website in advertising expenditure on television increased by India and Snapdeal, which is in the top three E- close to 21% (opposed to the original forecast of Commerce company in India, is among 10 most 10% growth), led by categories such as e-commerce, visited websites in India according to website packaged consumer goods, consumer durables, and ranking site Alexa. banking and financial services and Insurance. Flipkart is a leading destination for online shopping in India. Google's various sites, Facebook and Yahoo According to Anupriya Acharya, group chief occupy the first five spots. It already carries ads on executive, Zenith Optimedia , a consumer is in a its website from brands such as Max New York Life, "lean-back" mode while reading a newspaper or Reliance General Insurance, ICICI Prudential, watching television. That is because he has set aside Franklin Templeton India and Bharti AXA, but a time for television or newspaper consumption. In a presently earns only a minuscule sum from this. lean-back state, he is more attuned or amenable to Flipkart, one of India's most-recognised Internet brand awareness or brand messaging. On the other brands with a large web presence, has also become hand, on digital media, a consumer is in a more an online ad publisher much like Facebook and "lean-forward" state. While on the laptop or mobile, Google. he is more purposeful and active. He is either talking Facebook is trying to solve one of the most annoying on the phone or checking mail, using an app or problems with online advertisements. Advertisers gaming. This state of mind does not lend itself well just collect data on past behavior and not future to product or brand awareness. projections. Users are bombarded with ads for the item; they just bought, despite the fact that the The advertising swift from online to offline, seems to product is already owned by them. Facebook has a be working for the shopping portals. Recently, Mint new system that aims to solve this problem that gives reported that Flipkart claims to have sold one million users, various options for dismissing ads they don't products and clocked six million visits to its app in like. It appears to have streamlined these options, and the first 10 hours of the second edition of the Big added one new very important choice: Facebook's Billion Days sale. The sale attracted buyers in new prompt "I already own this." So now, if a user Bengaluru, Delhi and Chennai among the metros and keeps getting the same ad for a product they don't Ludhiana, Lucknow and Bhopal among the non- need to buy again, he can let the advertisers know, metros. Snapdeal, too, said that it saw 17 times which solves the most annoying problems of the growth in GMV (gross merchandise value, or the user. cost of goods sold on the platform) during its E-commerce companies advertise offline Electronics Monday sale, which had discounts on smartphones, laptops and other electronics and home appliances.

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Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-7, 2016 ISSN: 2454-1362, http://www.onlinejournal.in

Conclusion Web source used: 5. Despite India being second largest user base in http://www.iamai.in/media/details/4490#sthash.aaD2QKd world, the penetration of e-commerce is low. G.dpuf Flipkart, presently the number one E-Commerce 6. http://companiesinindia.net/top-10-ecommerce- Company in India, is one of India's most-recognized companies-in-india.html Internet brands which have a large web presence, but 7. http://timesofindia.indiatimes.com/tech/tech- still earns only a small sum from this. news/Online-shoppers-in-India-to-cross-100-million-by- Advertising industry should not underestimate the 2016-Study/articleshow/45217773.cms power of online media, which can be used to reach to 8. http://www.internetworldstats.com/asia/in.htm the targeted consumers. The consumers have moved 9. http://time.com/3611863/india-smartphones/ 10. http://www.alexa.com/topsites/countries;0/IN online but the advertisers haven't. Advertising 11. industry should pay serious attention to internet http://articles.economictimes.indiatimes.com/201 advertisement by understanding the media and 4-09-03/news/53522706_1_digital-ad-e-commerce- strength of internet. Online media, which is having industry-overall-ad maximum reach, is not getting the proper share on 12. http://timesofindia.indiatimes.com/tech/tech- the advertising front. E-Commerce marketing should news/Why-e-commerce-firms-advertise- Pay attention to digital creative output and move offline/articleshow/49652872.cms with consumers. It is possible to meaningfully 13. https://econsultancy.com/blog/8859-iab-study- communicate brand through internet. reveals-44-of-those-surveyed-use-mobile-to-respond-to-tv- ads/ The advertising swift from online to offline, seems to be working for the shopping portals like Flipkart and

Snapdeal. Newspapers also offer a better shopping environment. The sale ads of the e-commerce brands appear side by side with ads from other retailers promoting their brands. Digital works best in conjunction with print.

Following are the ways to increase the impact of TV attribution with digital insight.

1. By using consistency between online and offline presence for a clear message. It helps interested consumers to experience TV ads and find advertiser search online, visit websites and apps. 2. By empowering mobile search by including click- to-call and highlighting nearby stores. 3. By understanding consumer’s keywords search after being exposed to TV ad, offer insights that can drive faster campaign optimization, saving time and money over traditional surveys or studies. 4. By finding best audiences through demographic targeting with digital insights. Search and site data reveal who is really responding to TV messages by taking online actions.

1. References 1. "Online shoppers in India". timesofindia.indiatimes/tech. 2014-11-20. Retrieved 2015- 03-25. 2. "Indian e-commerce at inflection point?". Vccircle.com. 2010-08-19. Retrieved 2013-07-04. 3. ZenithOptimedia’s new Advertising Expenditure Forecasts, EMBARGO: 00.01 BST/01.01 CET Monday 30 March 2015 4. David Moth @ Econsultancy, 31 January, 2012 Zenithoptimedia.com

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