Digital marketing efforts of Bigbasket.com

Digital marketing efforts of Bigbasket. Com

Introduction to the company

 Big Basket laid foundations in 2011.It is India's largest online grocery store company. The seed of the company sown by Mr. Hari Menon.

Introduction to online grocery market in India. 

(Source: Redseer.com)

  

(Source: https://static.toiimg.com/photo/imgsize-55724,msid-75426369/75426369.jpg) 

Retargeting

Definition of retargeting

• Retargeting is the digital marketing technique of attracting customers who viewed about product but didn't buy it
• Retargeting is the paid advertising method wherein advertisement are positioned in other website after customer didn't proceed for either carting or checkout. 
• Retargeting are remarketing tools in which advertisemens appear in front of customer from previous search history. 

Where Retargeting works

• Retargeting works well with mobile applications
• It fits well with search ads
• It suits website banner ads

Benefits of Retargeting

• Increases customer awareness
• Cost effectiveness
• Long term campaign
• Focused targeting
• Timed targeting
• Large scale reach
• Campaign analysis
• Ad creation using ad gallery
• Efficient pricing with automated bidding
• Brand promotion
• Maximize a customer life time value
• Increase the conversion rate
• Higher commitment
• Increased creativity
• Pitches for potential customers
• Increases sales. 
• Audience selection
• Point of contact
• Increased brand recall
• Increased customer trust
• Increases relevance of ads
• Reduces losses

Types of Retargeting

Classification 1

Standardized  Retargeting

Dynamic Retargeting

Remarketing with list of search ads

Video Retargeting

Customer list Retargeting

Classification 2

Consumer personality based targeting

Cross channel Retargeting

Account based Retargeting

Email Retargeting

Customer Retargeting for brand loyalty

Facebook custom audience

Classification 3

Objective based Retargeting

Plan based Retargeting

Engagement based Retargeting

Onsite Retargeting

Video Retargeting

Classification 4

Pixel based Retargeting

Social Retargeting

List based Retargeting

Onsite Retargeting

Search Retargeting

Classification 5

Website Retargeting

Contextual Retargeting

McDonald's franchise case

McDonald's franchise case

Taking payments and managing orders.

 Taking payments and managing orders.

A company joining the e-commerce world has to decide on how they are going to accept the payments online. 

Let's say a grocery e-commerce startup that sells in a small town. 

Strategy1: Use Payment company sites. 

Showcase your products on online and customer cart groceries and also proceed further for payments, the company with payments button take a customer to a third party website like PayPal. 

The advantage of this strategy is a startup need not think about infrastructure, security, and receipts.

Strategy 2: Digital wallets

In this strategy, a customer loads cash into the e wallet of a company through his bank accounts and pay from it to purchase merchandise. 

Strategy 3: Cash on delivery- Cash payments. 

Unlike western world, India is not open to digital payments. Thus, a startup may ask customer to order online and pay cash at the time of delivery. 

Strategy 4 : Cash on delivery - digital payments. 

In this strategy, a customer orders a product online pay using debit card, or credit card or unified payments system( Google pay) 

Strategy 5: Pay in the integrated payments platform using digital payments

A customer orders online and pays in the company e-commerce site using netbanking, credit card, debit card, and third party UPI like Google pay. 

Strategy 6: use bitcoin payments. 

The advent of block chain and bitcoins Encouraging a customer to pay through digital currencies. 

Order management

In this strategy 1, a company focuses on a transaction and don't have control over customer payments. There may be issues of improper financial transactions. 

However, when start up have complete e-commerce platform, apart from payments, it asks customers to create accounts and load personal details. This will aid a company to customize their sales promotion. 

The integrated platform  gets customer shipping addresses, can get permission for their contact sharing, and track orders for better customer satisfaction. Further, it can do market basket analysis and provide products recommendations. 

Understanding the data life cycle - PDCA approach

 Understanding the data life cycle

The data cycle improves the decision making of the firm from information collected from different online marketing activities. 

 The four main stages of a data cycle are: Plan, Do, Check and act

Plan:

Let's take an example of a retail store in your neighborhood. They want to communicate their new door delivery facility to consumers. 

The first step is set the goal. The retailer want at least 30℅of their existing customers to avail the benefit in the next one month. 

The retailer would like to run social media campaign for the same. 

Do:

The retailer runs social media campaign for a specified period say a week. 

Check:

After the specified period, the retailer will asess whether he would be able to get 30℅ door delivery orders. They also check weather post on Facebook, Instagram, or Google got a better result. The social media sites those could not get the results needs to be reasessed. 

Act:

In this stage, a retailer will understand shortcomings and run future campaigns with modifications. They may alter timing, content or offering. 

Notes:

Collect data periodically

Use Google Analytics

Find the trends for future endiviours. 

Question: How marriage Hall will use PDCA in their digital campaign? 

Web analysis

Web Analytics

Web analytics is the branch of business analytics that collect data from organization's website to give valuable insights for the progress of the business. 

Metric

A "metric" Is defined as the business control tool used to count the scenario. 

There are different metrics used in digital marketing. A few I will be discussing here. 

• Unique visitors: The number of new customers visiting the website. 
• Time spent on site: The number of minutes or seconds a customer spent on a post or on a website content. 
• Sales: The amount of sales organization has achieved in a given period
• Repeated customer: The number of customers visited the organization website more than once. 

Dimension

Today, a customer is using multiple devices such as desktop, laptop, leap top, roll top, tablet, phablet, and mobile for communications.Hence, it is necessary for marketers to evaluate the type of device used by customers.

Dimension is the tool used to collect the customer's device information. 

Device data include operating system used, browser in the device, and location from where a customer browsed the content. 

Advantages:

• It helps organization to find the device that converts website visitors to meet their goals.
• The hour of the day customers are using the device.
• 
  

Conversion

The number of people met with organization goal of digital marketing. The goal of digital marketing may be as following

1. Order: Number of orders placed by people who visited the website.
2. Map: Downloaded the company facility directions.
3. Contact form: Number of people shown interest in the organization by filling the contact forms.
4. Collaboration: Number of people shared the company content, participate in the contest, referred the company app to others etc...
   

Conversion rate=The number of people met the organization goal/The number of people visited the website

Innovation in rural supply chain

Discuss innovation in rural supply chain. 

Digital supply chain in supply chain 4.0

Digital supply chain in supply chain 4.0
1.Define digital supply chain
2.What are core areas of digital supply chain?
3. Discuss six layers of digital supply chain in supply chain 4.0.

assignment 2:How Indian companies are using digital platforms during covid lockdown to promote their business and products? .

Digital marketing assignment 2 will be conducted on Friday.
It will be online on the blog.
Topic: How Indian companies are using digital platforms during covid lockdown to promote their business and products?
All answers are subject to plagiarism.
Answers with more than 10℅ plagiarism will be considered as not submitted.

Crafting great email- email etiquette

1.Use company email id
Using company emails recipient thinks that it has come from authentic source. It increases the email open rate. Further, it builds trust and loyalty towards a company.
The company marketing email increases the open rate. Incase the company don't have marketing email id, use personal email id. One point to be noted that, the email should have your name like prasad@git.edu.However, using emails like crazystar@git.edu found to be unprofessional.

2.Subject line
A good subject line induces people to open the email in the cluttered email market space.
Few examples are
' Meeting date postponed'
' paint proposal attached'
Subject line must not be more than 10 words.
Natural language processing made it easier. First, write the body of email and click subject line. The line appears automatically.
Never use capital letters in the subject line.
In reply mail change the subject line if the topic changes.

3.Salutations
Email is a professional communication and not the social media communication. Thus, use professional salutations like Dear. Never use the Nick name or Short name of the person.

4.Use digital signature


5.Be careful while using 'reply all's option.

6.Proofread email before sending

7.
Understand culture of the country before sending emails.

8.Dont use exclamation in the email.

9.Be cautious using humor in email
Humor used by sender may be misinterpreted or insulted a person

10.Use classic fonts


References
https://www.inc.com/business-insider/email-etiquette-rules.html

https://www.google.com/amp/s/www.entrepreneur.com/amphtml/272780
https://www.linkedin.com/pulse/email-etiquette-mamun-khan