Ecommerce businesses have been attracting large chunk of funds in India from quite some time. As we have witnessed slew of fund raised by some of the companies and it could be understood and felt by looking at their marketing mix. Now a day’s one can see Yebhi, Flipkart, OLX and Quikr on television frequently. TV commercials of these companies are part of their branding mix as it offer 360 degree visibility, proper penetration in tier 2 & tier 3 cities and help them to become credulous to their existing consumers.
Sharing the objective behind the television presence of yebhi.com, Nitin Agarwal (Co-Founder BigshoeBazaar India Pvt Ltd) said “Yebhi.com is at an important pedestal in the e-commerce space. We enjoy colossal traffic on our website and as an urgent need to penetrate to Tier 2 and Tier 3 cities, we decided to launch a TV commercial which ensures greater visibility and brand recall”. Pointing out the reach of television medium in India Agarwal added that the Television Medium enjoys maximum reach. It has a power to reach remote areas where even internet has not reached and hence make a connection with our rural counterparts.
Undoubtedly, TV provides maximum reach, at the same time it requires lot of money to bring one’s brand visible on TV. Apart from visibility and brand awareness, TV and Print mediums have well established credibility within the masses. Shedding light on the same, Harish Bahl, Founder & Chairman Fashion and You said “TV helps brand to become more credible among its consumer base, in fact internet is better equipped, meanwhile, TV has a capacity even to reach to far flung areas. However, trend of eCommerce companies going for television commercials has more to do with credibility rather than reach”. Echoing the same tune, Amanpreet Bajaj, COO, letsbuy.com reiterated that television has been a great medium to make your brand credible within your consumer base along with visibility and better awareness.
However, what prompts such brands to advertise on television? Looking at transition of eCommerce companies from online medium to television, Rahul Marwaha, Vice- President, Interactive Avenues said “online brands in India are using TV commercials mainly for two purposes; primarily to launch their brand online and secondary is to get extended growth, that they weren’t getting through online advertising. Brands like Naukri and Monster have used television commercials effectively to build a higher brand recall and generate more business”. However, it is very early to say if brands like Snapdeal have got any leverage by using TV commercials in their advertising mix. TV commercial unlike 25kb banner gives brands a space to tell a story to users, however there is huge spill over of their targeted group.
The trend of using television commercials by eCommerce companies in India has been going on from quite some time and we concur with the fact that it gives maximum reach and acts as a catalyst to earn credibility hand by hand. However, unlike online advertising, advertising campaign on television requires large funds that can be borne largely by companies having huge budget on advertising mix. Following advantages seem to be driving eCommerce companies to go for TV commercials:
- Penetration in tier 2 and 3 cities with intent to captivate the eyeballs of youths and housewives
- Huge marketing funds allocation in the light of recent funding in the ecosystems
- To get extended growth and become more credible.
- Credibility and potential of TV can be gauged from the success stories of HomeShop18 and Star CJ.