Digital Marketing at AJIO: Some ideasby Keerthan G

Contents

• Introduction

• Digital Channels

1. Display Advertising

a. Programmatic buying

b. Direct buying from Partners

c. Native ads

2. Affiliate Marketing

3. Social, Influencers & Tools

4. Email, App, Content & Adwords

• Observations

Introduction

AJIO being one of the best fashion portals in India, has positioned itself to address the style expectations of the youth of the country with 4 Primary offerings.

• This is the own range of offerings from AJIO (Private label)AJIO OWN

• Exclusive collection of international labels

Exclusive International Brands

• Handpicked collection to ease the process of selectingCurated Collections

• Independent collection from across IndiaIndie Experience

Display Advertising

a. Programmatic buying

Regular Display bought Programmatically Programmatic retargeting

• Targeting based on Demographics, Geography, Keywords, Day & Time, Device type and bidding based on the final objective: ROI/Branding

• Native ads based campaigns on popular sites like TOI, Yahoo to get better ROI

• App install campaigns: Measure Average Revenue per User(ARPU) and the cost per Install. Continue if ARPU>CPI

• Optimally bid based on the user segmentscreated on the Categories of interest, journey of the user along the funnel of conversion( home page to payment page) & other parameters

• Exclude buyers from being retargeted

• Margin based bidding available on platforms like Criteo Self serve.

Direct buying & Native advertising

Directly buy Media inventory on relevant sites where the target audience are generally present

Fashion Curation & Community sites

like Wooplr & Roposo

Bollywood fashion trends sites like

Missmalini, BombayTimes.com

Popular media sites for special

occasions like roadblock banners

Native Ads from Programmatic buying , Colombia network and agencies like ForkMedia

Affiliate Network, Influencers & Social Media

Building a strong network of AJIO brand ambassadors similar to Koovs/Wooplr would help reach the right audience with minimal spend.

Affiliate Network for the set of influencers to monetize their efforts in promoting the AJIO brand and driving conversions• Using third party networks like Commission Junction, Rakuten(Linkshare)• Or build a custom platform to have better control and reduce discrepancy

Social Media• Facebook is one of the best channels to drive conversions for Fashion portals

- Have a very active page sharing relevant trends and recommendations- Paid campaigns based on several targeting parameters similar to other bidding platforms- Build custom audience and target them

• Instagram- Recruiting Instagram influencers who have a significant and active presence of > 10k followers - Instagram advertising as it helps to reach the right target with ROI or app install goals

• Engagement Tools - Tools like Crowdfire to increase engagement on Instagram and - Buffer to schedule and measure campaign performance

Email, App, Content & Adwords

Email Marketing • For registered users the mailers should be sent based on their preferences which have to be

captured under the My account section for better recommendations.• Third party emailer service to be used to reach wider audience

App marketing• Push notifications at the right time to alert the user about the new products, news, trends etc

Content marketing• Both on the site and the emailer, the content should be of ‘thought leader in fashion’ tone

recommending the next set of trends and things to watch out for.

SMS• Helps in getting new users on the site who are on the mobile

- Channel to announce offers and discounts to existing and new users- Drive new app installs

Adwords• Bidding on relevant high search volume keywords to optimally drive traffic to the site

- Research on Long tail keywords which are available at lower bids can give good ROI

Some observations

• AJIO can have a tag line as people confuse it with Jio as seen on Google play store reviews

• Facebook page verification

• Option to indicate user preferences like their age/ style etc. to show them relevant trends

• Banners must have the Call to action button prominently displayed which is not the case right now.

• The banner(bottom) can be HTML5 where on hovering over a particular image it expands to cover the whole banner space which would give the user a better view of the product and hence better CTRs.

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