India Shuns Remarketing!

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DMTI undertook a study to understand the dichotomy of Indian shopers among a projectable sample of consumers which was focused on addressing the habits and preferences of online shoppers. Shoppers from across India were included in the study. An online survey was used to collect the data and interviews were conducted to probe deeper into the perceptions and trends in online and offline shopping among the TG. The respondents were mainly students or employed in the private sector and from across the four metro cities of Mumbai, Delhi, Kolkata and Chennai.

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Presentation Transcript

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India Shuns Remarketing A report by the Digital Marketing Training Institute In association with

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Remarketing has been touted as one of the most sophisticated algorithms in digital marketing in a long long time. Instead of trying to bring the consumers to the products it took the products to the consumers.

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Perfect isn’t it Image courtesy: www.impactradius.com

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The truth

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43 of the people say they remember being “haunted” and “followed” by products they had searched for and no they don’t like it

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The key findings

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12 percent of Indian population is into online transactions against more than half of their Chinese counterparts. This proportion is much higher in the developed countries like the US where the figure is 64 percent.

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Consumers are more confident buying brands they have bought and used before. Brands can leverage on this familiarity to do away with the “touch and feel” constraint especially for products priced on the higher side.

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The main segment of buyers for tomorrow the consumers in the age group of 18-25 are the main influencers for all online purchase decisions in the family. They are bored of going through pages and pages of products they want narrower lists. They know about remarketing and they know how to lose them or worse block them. And they are evolving every moment the marketers need to keep up

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While some categories like electronic consumer goods tickets and travel have made permanent inroads into the consumer’s minds categories that require a “touch and feel” trial before purchase still have some good miles to cover.

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The countrys e-commerce market to reach 56 billion by 2023 driven by rising online retail.

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Online jewellery retail too is poised to be one of the fastest growing segments in Indias e-commerce market which is projected to become an 8 billion industry in the next two years.

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Online grocery retail is slowly wedging itself in and is expected to reach around 2 of the expanding grocery market by 2020 creating a potential market size of around 10 billion.

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57 of our respondents commented against brands that force pre-roll video ads on YouTube as a mandatory watch as well.

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The survey estimates the countrys e-commerce market to reach 56 billion by 2023 driven by rising online retail.

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55 and 61 of the respondents look for discounts and deals online respectively. Second on the list is the convenience that online shopping has to offer.

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If the price is no lesser online our respondents say they would prefer to go buy it in a store.

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When it comes to the question of spending big Travel Tickets and Electronic Gadgets are contributing the main chunk of the revenue of the online shopping industry

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There are again a few categories that have still not picked up with the quintessential Indian consumers categories like groceries jewellery furniture and International Food Items.

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Almost 42 and 44 of the respondents remember being “followed” by ads based on their last search and last purchase respectively.

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Things to do

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Let’s not bombard our dear consumers with ads We can always cap the number of impressions per day and let’s keep it down to a number acceptable to the consumers and not the marketers.

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Let’s cater different ads and not the same ad every time for the same product Millions of dollars spent on media but very little spent on the online creative so far.

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Keep the ads specific If someone landed on the page of a certain product is shown ads for a plethora of other remotely related products chances are high it will really annoy the consumer.

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Take some time in choosing the contextuality of the ads If someone had looked for a personal product and you remarket them the same product on every public page like a news site or an e-ticket portal something that they may be accessing in office or with family chances are very high they will not look for the product again.

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Consider customer’s search behavior Someone who has been on the page for ten minutes is much more likely to buy the product than someone who was there for a mere ten seconds. Also how many times has a product been searched for is definitely a factor worth looking into. And maybe the relevance of the landing page wrt the products in the ad is something that needs more attention.

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Remarketing ads give you access to a whole bunch of user data that needs to be used to provide relevant and enticing ads to the end user based on their stage of the buying cycle. Simply sending them back to your homepage is a waste of your marketing dollars or for that matter showing them images of the products they just bought. Final takeaway

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Appendix

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Remarketing has changed the entire concept of marketing from the who to the what. Consumers on the other hand have a very different idea of the entire effort being put in for remarketing. Some think they are “being haunted” some call it “being followed” “an invasion to their privacy” “desperation” on the part of the sellers or even “useless”.

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Hence the study. To help understand this dichotomy DMTI undertook a study among a projectable sample of consumers which was focused on addressing the habits and preferences of online shoppers. Shoppers from across India were included in the study.

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Methodology As our target population was people who are exposed to the internet and the experience of online shopping we conducted an online survey to collect the data. We followed it up with in depth interviews to probe deeper into the perceptions and trends in online and offline shopping among our TG. After excluding respondents who have never shopped online we got 1235 responses. Of these 1235 responses 1216 were deemed usable after the cleaning up processes. This was supported by 635 in depth interviews.

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Demographics The sample had a 37 female respondents and a 63 of male respondents. 38 of the respondents were in the age group of 18-25 and 28 in the age group of 26-30. These two are the main segments that are very comfortable with online shopping and said to have adopted the online channel as just another option when it comes to purchase decisions. There were only a 1 respondents in the age groups of 46-50 and 50+.

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Demographics The respondents were mainly students or employed in the private sector with 31 and 43 respectively. Students cited deals and discounts and the working people cited time and convenience as the major draw online. The survey has been done among the financially affluent segment with a 57 of the respondents with a family income above 80000 per month.

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Geographical Distribution of Respondents The survey was carried out mainly in the metro cities with 58.5 of the respondents from the four metro cities of Mumbai Delhi Kolkata and Chennai. The rest of the respondents were spread out across the country to have a more uniform view of the consumer behavior and trends

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Sample Respondents Aakansha Mittal 23 Kolkata She loves her Mango’s and her Zara’s and mind it “shopping is not just shopping it’s SHOPPING” A Marwari from Kolkata she sums up everything an Indian consumer is well researched fickle at times price sensitive quality conscious and a brand aficionado. Be it the streets of Colaba or the high street fashion houses costume jewelry or diamond jewelry she knows exactly what she wants though she is always a bit partial towards her diamonds.

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Sample Respondents Shikha 23 Amritsar She says she is a student be it Business Management or life. She is very particular of her shopping though given her “Tall and lanky” frame that requires an extra bit of attention to fits and styles Daughter to a Punjabi food connoisseur she is a vegetarian by choice and proud of it. Not to be seen without her Experia Z ever her texting skills can put anyone to shame.

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Sample Respondents Yogesh 28 Mumbai A digital marketer by day a shoe collector by night he proudly owns around 25 pairs of shoes “I need a new pair every month but I don’t really have time that often online is the best thing to have happened after the shoes of course” he quips. He’s been into the digital world both as a marketer and a consumer and he loves it both ways.

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Sample Respondents Sucheta 35 Mumbai A full fledged housewife and a mother of two kids she says she is not much into the “FB culture”. Her kids are her world and take up most of her time. Though she is consulted with for every online purchase made in the household especially by her husband she has rarely felt the need to venture out online. “I have never had to look for myself my husband gets for me whatever I need and the best ones at that”. Her husband though is an avid shopper and given the high flying job he has online is his best bet. “I sit with him when he orders for me but no I never felt like doing it myself”.

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Sample Respondents Arunima 26 Bangalore A software techie and a diehard romantic the main decision maker in her life is time if time permits it she does. Only Shahrukh Khan comes second to time in her life Though her parents are in the medical profession she chose to be an engineer. Based out of Bangalore Kolkata and even Minnesota USA at times she is the quintessential modern woman of today. Be it the SUV of her dad the sedan of her mom or the local transport of Bangalore she is equally comfortable in all. But if there’s one thing she misses when not at home it’s her golden retriever Dodo.

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Facts Figures

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Across all mediums the biggest beneficiary of advertising spends today in 2014 is digital advertising which is expected to grow by 35 per cent over last year at INR 3402 Crores source Group M TYNY This year next year.

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20 of the digital ad spend was attributed to eCommerce. In the current scenario Search and Display are the two top contributors to the total Digital Advertisement expenditure in India. Search ads accounted for 38 of the overall ad spending followed by display ads which constituted 29.

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From 1.5 billion roughly Rs 9000 crore last year e-commerce as an industry now stands at 3 billion Rs 18000 crore in size and is slated to touch 35 billion Rs 2.1 lakh crore by 2020 according to Technopak.

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However compared to such staggering figures India’s e- commerce industry is still in a nascent stage. Online shopping accounts for less than one percent of the total shopping in the country. And the biggest drivers of online purchase as it seems are the deals and discounts.

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A report by DMTI The Digital Marketing Training Institute one of the leading Digital Media and Marketing training providers in the country. It was founded in 2011 and since then has trained thousands of academicians working professionals and students in Digital Marketing. Its more than an institute it is an endeavor by the best digital marketers of India to create future digital marketers for the world. www.thedmti.com Contact us on researchdmti.in for any clarification In association with

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Thank you

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