Social media platforms have, over the last 3-4 years, become important drivers of consumer activity in the digital space. With consumers connecting with each other, exchanging notes on their lives and sharing their experiences with and opinions of brands, eBay India has been engaging with consumers, responding to queries and complaints, as well as taking on the role of a shopping guide when required.
In fact, eBay India’s social media engagement campaign, conceptualised by Hanmer MSL, was recently awarded ‘Best Social Customer Relations Management’ at the 3rd edition of the Bees Awards.
To watch the award-winning campaign, click here
Speaking to exchange4media, Kashyap Vadapalli, Chief Marketing Officer, eBay India, asserted, “We have established strong brand equity, a large and loyal user base and are a strong global technology platform. Now, we are bullish about further strengthening our leadership position in the market.”
However, there is growing competition from newer and more nimble players such as Dealsandyou.com, Flipkart, Yebhi.com, Myntra, Snapdeal, Quikr, Jabong and also Google shopping. Quite a few of them have been aggressive on the promotions front and are using multiple platforms to reach out to consumers and ensure top of mind recall.
Though Vadapalli refused to divulge details on eBay India’s marketing spends, he said that the spends had primarily been in the area of investments in connecting with consumers, building applications that are topical and which consumers would find interest in and also in creating adequate resources to respond to queries on time.
Focus on mobile commerce
eBay is now turning the spotlight on mobile commerce. “The trend is setting in and we already have an impressive suite of mobile apps for the iPad, iPhone, Nokia and the Android, allowing users to shop conveniently from their mobile device,” Vadapalli informed.
He felt that mobile commerce would see robust growth once mobile payment solutions emerged. “Our key focus around mobiles in 2012 is to get greater penetration of our mobile apps and encourage people to use this as a device to check prices before shopping offline. Our marketing pitch is ‘Reach for your phone before you reach for your wallet’. So the idea is to create an entire generation of smarter shoppers,” he further said.
He foresees online shopping getting integrated with social media as more and more enthusiasts start seeking opinions before they indulge and seek compliments post indulgence. “This could take the form of deeper and richer integration of social tools in the online shopping experience as well as see e-commerce players leveraging the social graph to add engaging ways to enable users to talk and share about shopping on various social media channels,” he added.