MAM

Flipkart spends 80 percent of its digital marketing budget on mobile: Flipkart Ads business head Prakash Sikaria

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/26/Untitled-1_10.jpg?itok=uVuwBQAV

MUMBAI: While addressing a session at a marketing conclave in Mumbai, that debated the relevance of mobile marketing and the need to go app first for brands, Flipkart Ads business head Prakash Sikaria shared that the  eCommerce giant spends almost 80 percent of its digital marketing budget on mobile.

Sikaria’s confidence in the medium stems from the data the eCommerce site has gathered as an advertising and eCommerce platform that tracks its consumers’ usage behaviour on multiple screens.

When posed with the question ‘is mobile a minor or a major screen’ Sikaria simply asked, ‘Is that even a  debate’. To back his astonishment at the topic of debate, Sikaria shared that for a eCommerce company such as Flipkart going mobile first was only natural, given that more and more of the site’s consumers are switching to spending more time on their smartphones.

“Just to put things in perspective, 3 hrs of mobile in India is equatable to 92 mins of television, which is in turn equatable to 31 minutes of  desktop usage by viewers. What we see as a consumption pattern for several businesses mobile is the only screen in India, and going forward a large proportion of the time spent on any medium by consumers would be on mobile,” Sikaria shared, highlighting how India is unique in its mobile friendliness.

Sharing some data the eCommerce platform has gathered from its own consumer research and data and analysis of consumer behaviour on the platform, around 50 per cent of the time spent on mobile is used for communication.  According to the consumer pattern gathered from traffic on Flipkart’s mobile app and its  web usage analysis, Sikaria inferred that usually customers try the mobile app first, and once they are convinced with the services and have grown loyalty towards the brand, they move to web. This places mobile marketing as the supreme most important requirement for a brand that functions mostly digitally, as it introduces the service to new consumers.

“We have also noticed that across metrics there is better customer engagement and better customer experience on mobile from how much time consumers spend on the site per visit, to how many successful transactions they complete per visit,” Sikaria shared.

As per Sikaria, once the user has jumped the hurdle of downloading the app the engagement is far higher on mobile than on other medium like desktop, provided the app is designed conveniently for them. That is the reason every ecommerce site, every travel startup or web based business wants their app to by in everyone’s phones.

It is to be noted that between the four to five major eCommerce players in the country, television media raised about Rs 1,200 crores in advertising revenue in a single quarter, albeit it was before Diwali last year.

Now with a key player such as Flipkart thinking mobile first, should television advertisement slot seller be worried about the smaller screen stealing away the advertisers which are native to the medium? 

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/Priyanka-Mehra-%281%29.jpg?itok=FaeCYDZB
Havas Group India appoints Priyanka Mehra as director marketing and communications

Havas Group India has appointed Priyanka Mehra as director marketing and communications. The appointment is in line with unifying communications across all disciplines under the Havas Group umbrella. Her remit includes working with the senior leadership in India and the regional communications team...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/avvtar.jpg?itok=yW-DNlBn
Avvatar sports nutrition urges people to take up a habit instead of a resolution in their new-year digital campaign #aadatbanalo

New year approaches and everyone starts making resolutions. And not surprisingly, most of those resolutions are about getting fit, losing weight and getting in shape.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/filmfare.jpg?itok=ZwF_8YbS
Worldwide Media’s marquee digital property filmfare short film awards announces the 3rd edition

Filmfare, the most credible name in the Indian entertainment industry is back with the 3rd edition of the prestigious Filmfare Short Film Awards 2019. The platform is inviting entries till 31st January.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/qatar.jpg?itok=rzs0Cjxw
Qatar Airways launches Hollywood-style campaign 'A World Like Never Before'

Qatar Airways started the new year with the launch of the airline’s biggest and most cinematic brand campaign to date, ‘A World Like Never Before’. Conceived and created by 180 Kingsday – Qatar Airways’ agency on record – and produced by London production company, Ridley Scott Associates Films, the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/Niine-period.jpg?itok=_Lihx2B4
Niine launches period tracker app in Hindi, English

Made-in-India sanitary napkin brand Niine has launched, in collaboration with Federation of Obstetric and Gynaecological Societies of India (FOGSI), a period tracker app. The app has been developed in consultation with medical professionals and is said to be the first to be developed by a sanitary...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/ipsos.jpg?itok=AxDkIzZx
Ipsos Study 74% Indians are content with their current body weight

According to a new study by Ipsos that explores world’s food habits, insights about Indians are particularly interesting as they bust myths about food habits of Indians

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/kanta.jpg?itok=QLnHVlZY
91% Indians to spend more on e-com sites in 2019

Factors like growing traffic congestion across the cities are prompting more and more people to shop online reveals the business and brands predictions report 2019.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/blender.jpg?itok=B1_TuSiS
Celebrating the self, Blenders Pride Fashion Tour 2018-19 arrives in Mumbai

The 14th edition of the Blenders Pride Fashion Tour celebrated the self and the individual through its extraordinary new concept-‘Pride’, in Mumbai.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/MS_Dhoni-Orient_Electric.jpg?itok=3itdCHDp
MS Dhoni turns world upside-down in Orient Electric's new ad for Aeroslim fan

Orient Electric, part of the USD 1.8 billion CK Birla group, launched an integrated advertising campaign to promote Aeroslim, “India’s first smart ceiling fan”. Aeroslim fan is IoT-enabled and can be controlled via Orient Smart mobile app or by using voice commands via Alexa or Google Assistant. It...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories