The document summarizes digital marketing practices in the e-commerce industry in India. It discusses several major e-commerce companies including Paytm, BookMyShow, Lenskart, MakeMyTrip, and Amazon. For each company, it provides a brief overview of when it was founded, what services it offers, funding amounts, traffic sources, and factors contributing to its success. It also compares the companies across various digital marketing metrics such as social media followers, website traffic, mobile downloads, and more.
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
Digital Marketing Practices by E-commerce Industry in India
1. DIGITAL MARKETING PRACTICES
E-COMMERCE INDUSTRY
Submitted to: DR. KRISHNA AKALAMKAM
Submitted by:
ASHISH PANDEY (16DM046)
ASHISH PAWAR (16DM047)
AMAN VERMA (16DM020)
HIMANSHU MALHOTRA (16DM086)
GAURAV DAGA (16DM078)
2. E-COMMERCE
E-commerce stands for Electronic commerce.
It is a type of business model that enables a firm or individual to conduct
business over an electronic network.
It operates in all four of the major market segments: business to business,
business to consumer, consumer to consumer and consumer to business.
The e-commerce sector in India has grown by 34% (CAGR) since 2009 to
touch 22 billion USD in 2015.
3. Paytm was founded by One97 communications in 2010 and headquartered in
Noida.
Paytm is an acronym for “Pay through Mobile”.
Idea behind this was of Mr. Vijay Shekhar Sharma, CEO of Paytm.
Backed up by Alibaba group and Mr. Ratan Tata.
20 million new users registered in 50 days during demonetisation, taking the
total number of registered users to 170 million.
Loss of 372 crore in FY2015 and Loss of 1,549 crore in FY2016.
Major competitors are Freecharge, Mobikwik, Amazon, Flipkart etc.
4. Good Practices Bad Practices
Giving more discounts/cashbacksE-commerce & Mobile Wallet together
High Bank Cost
Heavy advertising costs for customer acquisition
Capitalized on IMPS transfer protocol
Only ~5% of traffic from Social Media, Email
and Display combined together
~95% of traffic from SEO, SEM, Direct and
Referral Marketing
Covered maximum vendors
Reason for Success
•First mover advantage in the mobile industry • Flawless service & dynamic capability
•Good customer care service • Tie ups with famous merchandises
•Easy to use & PCI DSS certified • Effective promotional ads #PaytmKaro
5. BookMyShow was founded by Mr. Ashish Hemrajni in 2007,
headquartered in Maharashtra.
It is India’s biggest online ticketing brand.
Provide services such as Movies, Plays, Events and Sports
tickets.
Partnership with major cinema chains like Inox, Big Cinemas,
Cinemax, Fun Cinemas etc.
85% of all cinema tickets sold online are booked on
BookMyShow
6. Good Practices Bad Practices
Giving more discounts/cashbacks
Creating special marketing campaigns for
new movies.
Heavy advertising costs for customer
Only ~16% of traffic from SM, Email,
Referrals and Display combined together
~84% of traffic from SEO, SEM and Direct
Venture funding from big companies
Reason for Success
•Ease of using • International presence
•Beautiful use of Social Media • Tie ups with major cinema chain
7. Lenskart is India’s leading online shopping portal for eyewear.
Founded in 2010 by an ex-Microsoft 'techie’
Unique offerings like designed physical stores and home eye check up
service on one call.
Received 150 crore funding from one overseas company.
Lenskart claims to make three units in 50 seconds, at 10 times more
precision.
Adding 250 brick-and-mortar stores every year
8. Good Practices Bad Practices
Not concentrating on Affiliate marketing.Triggered mailers
SEO is not effective as others.10X growth in email traffic in 6 months
Only ~3% of traffic from Email and Display
combined together.
~85% of traffic from SEO, SEM, Direct and
Referral Marketing and ~9.43% from Social
Media.
Reason for Success
•Innovative optical store • Lenses made by robots
•Covers online, shops & home visit • Great customer support
9. MakeMyTrip is India’s leading online travel portal founded in 2000
by Ms. Deep Kalra.
Offers the broadest selection of travel products and services in
India
Dominant market-leader with 47% market-share
Have offices in 20 cities across India and 2 international offices in
New York and San Francisco
Gross value of its bookings has jumped 62% to $1.68 billion on a
trailing 12-month basis
10. Good Practices Bad Practices
Giving more discounts/cashbacks
Marketing both online & offline
General Reluctance in customers
Only ~6% of traffic from SM, Email, ,Display
combined together
~94% of traffic from SEO, SEM, Referrals
and Direct
Very effective SEO
Reason for Success
•Ease of using • Good use of ERP & CRM
•Amadeus web services • Tie ups with major hotel chain
11. Amazon is leading online shopping portal over the world, founded in 1995 by
Jeff Bezos.
Amazon launched its India marketplace in June 2013
Offering two seller programs in India: 1) Selling on Amazon; and 2) Fulfilment
by Amazon (FBA).
Overtaken all the rivals like Flipkart, Snapdeal, Paytm in overall web traffic
Predicted $475MM in incremental Gross Profit by 2018
12. Good Practices Bad Practices
Inexperienced at dealing with Indian sellersOnline advertising techniques
Marketing through Mails is very weakMarketing automation
Only ~5% of traffic from Email and Display
combined together.
~95% of traffic from SEO, SEM, Direct and
Referral Marketing.
Reason for Success
•International brand • Can compete with anyone in price war
•Reach, Act and Engage • Efficient supply chain
