E-Commerce Brands Need to leverage Integrated Communication
SME World|November 2020
Over the past few months, online retail has witnessed tremendous growth, thanks to COVID, and the resultant lockdown, that forced people to opt for remote/virtual shopping and contactless deliveries over crowded traditional retail outlets. As per an Impact report released by Unicommerce, India's leading ecommerce focused SaaS platform, titled 'E-commerce Trends Report 2020', e-commerce has witnessed an ordervolume growth of 17% as of June 2020, and about 65% growth in single brand e-commerce platforms.
Anindita Gupta
From groceries, fashion and other essentials to emerging categories like health consultations, booking cleaning and grooming services and fintech have witnessed massive growth. Now, with the cautious unlocking process, people continue to rely heavily on e-commerce for festive shopping, as the COVID threat looms. In response to this, leading multi-brand e-marketplaces have already launched sale-days to boost consumer traffic and encourage the festive rush, well in advance.

While discounts and schemes can help pull loyal consumers, the overall brand marketing strategy for e-commerce platforms have also undergone a massive change. Outdoor and events/ BTL has taken a backseat, thanks to the CVOID threat, while engagement on digital platforms has increased. While these are changes that have taken place as responsive trends to the current situation, it is time that brands start investing in the long term and strategic integrated communication campaign to leverage not just this festive period but also create long term impact to build a strong brand visibility and counter competition. Here are a few aspects that brands need to facilitate to get the best out of the festive rush.

1. Digital Engagements:

Even as digital media marketing is taking center stage, thanks to the drop in traditional media outreach, a lot of brands are investing heavily on online advertisements. However, a holistic campaign that can cover social media presence, collaboration with key influencers and engagement with key stakeholders through relevant brand messaging, are vital to ensure an impactful brand presence. Additionally, brand collaborations that support community/ environment or other philanthropic causes, via digital/social media partnerships, are all the rage right now among millennial and new age shoppers who seek to buy from brands that follow ethical business practices.

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