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IJIR Paper Template 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, Bangalore 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 India, 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. Imperial Journal of Interdisciplinary Research (IJIR) Page 1550 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 online shopping. 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, Flipkart, Snapdeal, InMobi, Quikr, Amazon India, OlaCabs, and Paytm. 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. Imperial Journal of Interdisciplinary Research (IJIR) Page 1551 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 Delhi 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.
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