Marketers lap up re-targeting for screen-agnostic 'always-on' consumers
The trend of users moving between devices has amplified. Hence, the ability to match the message to the user has become a pivotal need for e-commerce companies
Today, E-commerce companies in emerging markets face a challenge of tackling the multi-screen consumer. According to Vserv research estimates, 98 per cent of these multi-screen users move between different devices and screens during their purchase journey. Of these, 91 per cent research the product on their mobile apps, and 66 per cent then make the purchase from their desktop.
“Sustaining engagement with prospective buyers is one of the biggest challenges that all E-commerce companies face. Re-targeting helps engage with them, thereby increasing our transactions and boosting our sales. We will be glad to evaluate this new initiative from Vserv and are sure that it will deliver well,” said Sachin Kapur, Head Marketing APAC Emerging Markets (India, Indonesia, Thailand, Philippines), Groupon.
“There is a surge in the number of devices and users in the emerging markets wherein due to its varied nature, differentiation is the key. Re-targeting is important to us as it opens a completely new channel for us,” said Rahul Narvekar, Founder CEO at NDTV Ethnic Retail.
“The future of e-commerce is mobile and re-targeting provides us a window to reach out to our buyers via mobile across platforms and devices,” said Manav Sethi, Group Head- Marketing, Head- Digital Product, Business Head- AskMe Free ads and Deals, AskMe.
The e-commerce industry has seen a steady climb across emerging markets. In India, records point to an over fourfold jump in ad spends in a single year, standing at almost Rs. 1,000 crore today, according to Vserv research. However, the diversity of the population and the rampant proliferation of devices have increased the magnitude of opportunity significantly. The trend of users moving between devices has also amplified. Hence, the ability to match the message to the user has become a pivotal need for e-commerce companies.
To this effect, Vserv has rolled out ‘Vserv Smart RT’, a product that enables e-commerce companies to re-target these consumers with the right messages, right product and at the right time, thereby improving sales. Vserv Smart RT has been designed keeping the vagaries of emerging economies in mind, and has the unique capability of boosting conversion at a significantly higher rate.
Vserv Smart RT captures user behaviour and intent, which enables e-commerce companies to reach out to the right consumer. This is done on the back of a robust smart data platform that augments individual user profiles, and using these results, creates a custom recommendation engine. These recommendations help e-commerce companies, market a relevant product to individual users, on a real-time basis, and with the highest rate of accuracy.
Narayan Murthy, VP - Global Sales & Strategy, Vserv, said, “With consumers today moving between different devices, Vserv Smart RT provides e-commerce companies the ability to re-target consumers from desktop to mobile. Also, with 100% accuracy in re-targeting, the product is capable of serving individual ads to consumers in real time and with customized content, delivering up to 6X boost in ad responses.”
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