The Digital Success Story of Jabongby Eric R. Internet Marketer
In this world of people crazy about fashion, having apparels delivered right on your doorstep at the click ofa mouse is indeed an advantage. According to reports online websites grew at a rate of 33 percent in the asia pacific region. Also the apparel segment has now become as big as technology in terms of sale.
Jabong is another big player in the apparel vertical. The advertising strategy of the company is different from other similar websites because Jabong chose to use only the digital media to promote its collection unlike others which try and make the best use of all mediums. The website has been a huge success as far as social media is concerned with now around 100,000 people talking about it on the facebook page.
A major chunk of Jabong’s marketing share is being held by the digital and social media and only the 10% has been given to TV and outdoor advertising. The reason that the company avoids the media such as Ooh and radio is because there is no accurate measurement of the ROI in these media. Still the brad chooses to air their commercial on television on a regular basis whenever it comes out with a new campaign.
Jabong has definitely benefited from its digital and social campaigns even though other similar websites just consider the social media websites as an added medium and not the primary one. According to Manu Jain, Co-Founder and Managing Director, Jabong, they use digital to enhance their transactions and social to increase engagement. In addition they that they use the outdoor advertising to increase brand value in smaller towns.
We have recently seen a series of advertisements by Jabong on TV which are aimed to increase awareness about its product. Most of them show people screaming when they see the wide range of products available on the website.
The website further introduced several social media campaigns like aiming towards reaching a number for the likes on their pages, occasion based campaign and a campaign to increase traction on their website. Also one can easily find Jabong Coupons online on coupon sites and social media websites.
It’s a well known
fact that Indians are passionate about Bollywood and Jabong has successfully managed
to leverage the advantage of it by associating itself with the recent move ‘
Yeh Jawani hai Deewani’. The official merchandise of the movie was released on
Jabong which also led to cross promotion of the website in the movie.
Even though the other competitor websites like snapdeal, myntra, flipkart and ebay have been very actively promotiong themselves on TV, Jabong has so far managed to capture a big chunk of the market by banking only on the digital medium. The question to be asked is that will Jabong be able to continue with this strategy or will it eventually l need to invest in conventional advertising.
Created on Nov 27th 2013 12:49. Viewed 601 times.