Home >> Advertising >> Article

Marketers lap up re-targeting for screen-agnostic 'always-on' consumers

20-November-2014
Font Size   16
Marketers lap up re-targeting for screen-agnostic 'always-on' consumers

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.”
 

Tags Vserv AskMe Sachin Kapur Manav Sethi Narayan Murthi

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.