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New Balance commerce brands the FMCG way
commerce brands the FMCG way
Created by Happy Creative Services, the TVC 'juxtaposes newage fashion with oldworld grit' and positions the brand as 'the fashionable new age'. The execution is slick and a welcome departure from the typical 'fashion' advertising. Of late, several ecommerce sites have taken to TV advertising: FlipKart,Cleartrip, BigRock, MakeMyTrip and New Balance SnapDeal to name a few. All of them have visible online advertising and extensive email marketing plans. burberry But in India there's no getting away from TV advertising to reach out to a larger audience and build traffic for an ecommerce site.
Building online properties or ecommerce sites in India through marketing activities either online or offline seem to have gone through 3 phases. Years プーマ 店舗 ago, Sunsilk Gang of Girls was perhaps the first big online properly built purely on the back of a massive ATL campaign. I guess the crores spent エアジョーダン 人気 on promoting the community site was justified as it in new balance m1400 a way helped create a halo around brand Sunsilk. Some that followed suit haven't had much success: remember BigAdda?
Then came the phase of building online properties without any support from mass media advertising the recession seems to have played its part. RedBus for example, has built the brand purely by delivering a great product and appropriating a niche in the market. We seem to have entered a new phase now. Brands which hitherto have built a customer base purely through product superiority, service and word of mouth (and perhaps some online advertisingc are seeking to reach out to new consumers. As with FMCG products, television is still the best bet in India. In the US, the trend is similar: ETrade spent heavily on television to establish the brand. EDS was a regular during the Super Bowl and most of the ads were mammoth productions. Amazon on the other hand, took a cautious approach: they went online in 1995 but the first major TV campaign wasn't out until 1999. Zappos (now a subsidiary of Amazon) too was largely built on the back of online marketing and seem to have produced TV ads in 2010.
But as we've seen with several online brands, television advertising alone is no guarantee to increased traffic エアジョーダン 2013 monetary success. I have noticed advertising for AOL India, Rediff, Indiatimes and several other brands in the past. Some ads motivated me to try them out but the product did not offer any reason for me to stay on. In contrast, my preferred choice for online travel bookings is Cleartrip a preference created in my mind long before their TV advertising. In fact, I thought エアジョーダン 5 the TV ads were selfindulgent and offered no specific reason for a potential new user to consider エルメス 時計 Cleartrip.
I know of several diehard Flipkart users who've formed a positive エアジョーダン 新作 opinion about the brand through sheer product experience not through any TV advertising. I think successful online brands have either been first off the block in a space (IMDB comes to mind) or have バーバリー マフラー offered a genuine, tangible product difference and a great user experience. Sure, there comes a stage for market expansion and reaching out to the first timers. There I feel a specific benefit ease of use, range, savings etc. must be conveyed. All pages of the Website are subject to our terms and conditions and privacy policy. You must not reproduce, duplicate, copy, sell, resell or exploit any material on the Website for any commercial purposes.
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