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Phantom Impressions

Unmasking the Phantom Impressions: Know why your impressions are high, yet ROI is low

Leave a Comment / Ad Traffic Validation, Blog /

The digital landscape is evolving rapidly and advertisers have the opportunity to tap the best out of it. It provides a wide scope to reach a vast set of audiences beyond boundaries. However, with the increased growth of digital, there are suspicious actors lurking in the shadows to dupe the advertisers. This leads to the wastage of the advertising budget; these traffic sources lead to no conversion. Imagine a scenario where your brand is investing in a digital advertising campaign, targeting specific placements and audiences. You’re looking forward to reaching your ideal audience, but as the campaign progresses, something seems off. Your ads, displayed in a tiny 0x0 ad size, repeatedly appear on the same IP address, offering no real marketing value and depleting your budget. A Real Case This is a classic example of digital marketing fraud, where rogue actors manipulate ad impressions to their advantage, leaving advertisers with empty pockets and minimal exposure. We have recently detected some of this unusual activity in one of our real estate partners, where some of the BOT-driven IPs showing ads in 0*0 pixels in the same root domains. How Fake Impressions Impact the Business? Ad Budget Wastage: Every 1000 impressions has a cost attached to it. Fraudsters leverage various methods to manipulate impressions. Fraudulent publishers push their inventories in programmatic advertising using methods like domain spoofing and generating AI content to create a website to host advertisements. These inventories generate a number of visitors, but they are low quality and lead to a waste of ad spending. Zero Marketing Impact: These fake impressions do not contribute to brand visibility or customer engagement, resulting in a futile marketing effort. The intended audience never sees these ads and the traffic sources interacting with the ads are often low-quality and don’t result in any gain. Brand Damage: Ineffective ad campaigns can erode consumer trust and damage your brand’s reputation. Apart from this, in programmatic advertising, ads also appear beside unsafe content which further damages the trust of the consumers in the brand. Way Forward The battle against digital marketing fraud is ongoing, but strategies like Real-time Monitoring, Set Frequency Caps, Data Analysis, and Geographic Targeting are some of the strategies you can employ to minimize its impact. Digital marketing is a powerful tool for reaching your target audience, but it’s not without its challenges. However, with vigilance, the right tools, and a strategic approach, you can protect your campaigns from these fake impressions and ensure your advertising dollars are spent effectively. This is where mFilterIt comes in, which is a segment-first ad fraud detection software company that empowers advertisers with transparent data and clean traffic by detecting invalid sources and actively blacklisting the IPs & placements to ensure every impression, click & visit should be a step toward your marketing goals, not a ghostly drain on your budget. Stay informed, stay vigilant, and keep your brand safe from the shadows of digital marketing fraud.

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Sale

Be Sale-Ready: Stock it up to score big on the Black Friday & Diwali Season Sale

Leave a Comment / Blog, Digital Shelf Analytics /

Is it too early to talk about it? Is It? Not Really! Time is running out! To a shopper, it may seem like a couple of days of sale but for brands the preparation begins at least a month early, we have already entered the festive season followed by a mega season sale on Amazon, Flipkart, and Myntra building up to the Diwali Weekend. Every brand must be aware of who, when, and where to target and what their competitors are up to. The path to score big on sale event season is not easy. Black Friday sales globally broke records in 2022, shoppers in India increased their orders by 65 percent as compared to 2021 and their spending by 64 percent during the sale week compared to the usual period. And new milestones are expected to be set in 2024. So, what are we waiting for let’s dive deeper to understand the challenges on event days and how brands can make optimal use of these opportunities during the sales season and beyond. Identify the event days to target Every eCommerce platform has different reach and preferences. Knowing where you more picked up and where you need to target is key to optimizing your marketing strategies. Event days like Black Friday and Diwali sales witness a rapid increase in order volume. Brands need to identify the gaps in the market during these event days and target ads & promo offers to reach new shoppers. Every platform has different shopping patterns and different event days, therefore brands need to keep up with platform-specific requirements. Every year consumer activity is dispersed more evenly throughout the sale period and is less focused on just Friday. A lot of companies extended the sale period to include the days leading up to and following Black Friday till the following Monday known as Cyber Monday. Even Indian festive season sale runs before the Diwali week with product expected to be delivered before Diwali. Shoppers are always eager to take advantage of the limited-time deals, which results in a higher number of orders within a short period. Brands need to ensure their systems can handle the increased load and that their logistics are well-equipped to manage such a surge in orders. Amazon Great Indian Festival 2023 witnessed a record 9.5 crore customer visits within the first 48 hours. 80 percent of the shoppers were from non-metro cities. Source: Amazon India Match product demand with Order Fulfilment One of the critical aspects of these event days is ensuring efficient order fulfillment. Brands need to ensure that they have enough stock available in their warehouses to meet the increased demand during the sales period. Having the right amount of inventory is crucial to avoid stock-outs and ensure customer satisfaction. Also maintaining a well-stocked warehouse is essential to cater to the surge in orders during these events. Brands need to anticipate the demand and stock their warehouses accordingly to prevent any inventory shortages. Keep Track of In-stock and out-of-stock items: Brands must keep real-time track of their stock status, in-stock product availability tracking, and monitoring when & where the products are going out of stock. The stock situation is key during the festive season. Brands must keep track of the trends to set promo offers and match stock to meet expected demand. Monitor Price & Promos trends: Brands must be aware of key trends across marketplaces and what competitor brands are targeting. For example – In 2022, low ticket purchases and demand for unbranded fashion products from Tier-II towns and beyond propelled Meesho ahead of Amazon in terms of order volume (Source: Redseer Report), but Amazon sold items of higher values during the same period with massive rise in numbers. Flipkart and Amazon together clocked 88% of $5.7 Billion GMV during the first week of the festive season. With strong positioning in the fashion segment, the likes of Myntra and AJIO earned good numbers. Finding the right balance between pricing and volume is crucial. Offering attractive discounts and deals can drive higher sales volumes, but brands need to ensure that they don’t compromise their profitability. Strategic pricing strategies can help achieve this balance. Keep Track of Industry Trends The success of these event days often relies on the performance of specific product categories. In this context, mobile phones have consistently been a leading product category during festive season sales. They attract a significant share of the Gross Merchandise Volume (GMV), indicating strong demand. The fashion segment also plays a substantial role in driving sales, appealing to shoppers looking for clothing, accessories, and related products. For example, in the consumer durables industry, products like electronics and appliances see increased demand during these events. Similarly, the gifting industry, which includes items like cookies and chocolates, experiences a boost in sales as people often buy gifts for their loved ones during festive seasons. Optimize Sponsored Banner (Season specific): eCommerce ad banner performance is key to upswing sales during the festive season. Brands must keep track of banner keyword performance, display targeting, and category targeting. Using season-specific banners and advertisements helps brands grab the attention of shoppers who are actively looking for deals during these events. Ensure your banner theme and keywords are compelling and drive more traffic to their online stores. Final Thoughts The eCommerce event days open new opportunities for brands to boost their sales and engage with customers. This is the moment when brands also extend their reach and are able to attract new shoppers. Identifying gaps in competitors and taking timely advantages is key to excel in the competitive landscape. Also, strengthen your strategies with a data-driven approach. Business intelligence gives brands a much-needed edge during aggressive shopping bonanzas. Proper planning, inventory management, effective pricing strategies, and appealing marketing campaigns are essential to making the most out of these opportunities. mScanIt, digital commerce intelligence can pave the road map to navigate through the challenges of season sales and beyond. Actionable insights and in-depth analysis on PIs (Key Performance Indicators), availability, pricing, keywords share, Product detail

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E-commerce Intelligence

Hit a 6 This Festive Season with the Right E-commerce Intelligence

Leave a Comment / Blog, Digital Shelf Analytics /

eCommerce has indeed gained momentum during the unprecedented Covid19 pandemic. The gain can be seen across all product categories and sectors alike. This has paved way for new players to enter the market, thus democratizing the retail marketplace for good. Last year, brands and retailers were navigating and pivoting to digital commerce and now, with the upcoming festive season, it is important to deliver to customers holistic shopping experiences and to remain relevant in today’s digitally competitive space. The amazing side to this story is that we, at mFilterIt have got you covered to make the best out of your eCommerce business in this upcoming festive season. Our 6-pillar approach will capture all the eCommerce intelligence dynamics and ensure you hit the bull’s eye! Discoverability Can your consumers find your products easily? Unless a customer can’t find you, you’re not doing something right. To be able to make sure that your brand comes to light within the first two pages of the search and understand why your competitors make it to the search, our tools give an insight into such key aspects. The tool also gives an analysis of the discount offers run by your competitors which will further help your brand develop strategies to how better offers can be made to attract more customers this festive season. Visibility Are your products being promoted? Running a successful business on an eCommerce platform and getting potential customers to buy is only half the battle. Giving them what they need at the right time with the right search is what makes a customer hooked on you. Our tool gives your business an edge by providing the right kind of visibility and also analyses the banner ad placement, competitor’s communication tactics, flash sales, and much more to help you strategize business decisions to make the most of your com sales. Availability Are your products in stock? Imagine a prospect buyer abandoning your page and heading on to your competitor’s page only the wanted product was out of stock! Such a loss! Our tool ensures that you not only get an overall stock availability but also gives a deep dive by providing availability of stock seller-wise, zip code-wise. Don’t let stock unavailability be the reason to lose out on customers this festive season. Search Analytics Is the SEO/SEM search working for you? Is your business the one that appears when a customer searches for a product you cater to? Or is your competitor outbidding you? We help you by not only giving an insight into what are the keywords doing good or bad for your business but also analyzing the ad content copy to ensure that your business does not incur wasteful ad expenditure. Performance How is the customer evaluating you? An important parameter for any business is to understand what are their customers talking about them and how well can they improve as per their customer’s liking. Our tool is adept at analysing all the ratings and reviews basis sentiment and revenue which will help you improve your product’s performance and live up to your customer’s demand. Brand Safety Are safety norms being followed? Given the festive season, it becomes a great opportunity for fraudsters to compromise on your brand’s safety by selling counterfeit products that hurt your brand reputation. Not only this, there are unauthorized sellers on e-commerce marketplaces who deal in your products which has become a major brand safety concern. Speak with us to get your free trial today!

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Customer Experience (CX) Digital Commerce En Route to Optimize the Customer Journey

Customer Experience (CX): Digital Commerce En Route to Optimize the Customer Journey

Leave a Comment / Blog, Digital Shelf Analytics /

Businesses that enhanced customer experience has improved cross-selling and up-selling (42%), enhanced customer retention (33%), and increased customer satisfaction (32%). The pathway to digital commerce’s success involves an enhanced customer experience. Brands must equip well to push the bar across customer touchpoints to make the journey from generating interest to the purchase & post-purchase phase. According to Forbes, Businesses that prioritize enhancing customer experience observe an 80% increase in revenue. Let’s dive deeper to understand what customer experience is and why it is so much important What is Customer Experience (CX)? Customer Experience (CX) is simply how your customer feels about your product and services. The key here is the touch point at which the brand interacts with the customer during the customer journey. The touchpoints, or moments of interaction, during the customer journey play a crucial role in shaping this experience. So how does it work? The idea is to make sure when a customer checks out your product there should be no doubt left as all his questions should be clearly answered in the product description itself, and the title should contain the keyword that attracts the shopper in the first place, quality images, and pricing to suit your targeted shopper. Once a purchase is made brands must keep track of delivery turnaround time and sellers’ performance to check up on customer satisfaction. The rating & reviews provide brands clear perspective into what customer thinks about their product and services. Brands need in-depth sentiment analysis of these reviews and ratings along to help their various department improve product quality and services. How does optimizing the customer Journey help enhance customer experience? The customer experience is subjective to how shoppers have come across your product, how the consideration phase went and how seamless was the purchase. Customer experience plays a role in converting initial attraction into consideration and consideration into purchase. Brands must be aware of what attracted shoppers to their products. Did the shopper get what he hoped for? Was the description of the product, and pricing satisfied the user? Was it good enough to convert a consideration into an instant buy? Did the delivery time suit the shopper’s needs? And how much impact does the rating and review have on the shopper? Brands must have insights into these factors to optimize the customer experience. A good customer experience not only boosts sales but also builds brand trust and loyalty leading to customer retention as brand advocacy. Here are some key touch points in the customer journey which impact customer experience Awareness Phase During the awareness phase, the challenge is to make sure your product is among the top search results. That makes bidding on the right keywords and understanding when to bid and when not to bid on keywords crucial loss as it not only. As it not only affects ROAS but also affects brand discoverability share. During this phase, brands must focus on Enhancing share of search on keywords Generating interest in your products Optimizing banners performance Monitoring competition on keywords bidding Optimizing customer experience during this phase requires brands to work on generating the interest of potential customers in the products. This can be done by making products discoverable through keyword searches, sponsored listings, and banners. Their interest in your products is piqued, making this phase critical for leaving a lasting impression. The customer experience here plays a vital role if you fail to impress the shoppers at first look with the title, and images then it leads to customers looking for other similar options among competition brands. Consideration & Evaluation Phase Once you attract shoppers to your product detail page, it is all about delivering an experience that converts that interest into a purchase. Shoppers evaluate product details if not satisfied ask questions, check out ratings & reviews, and ponder on pricing and delivery date to drive purchase decisions. Clicking on “add to cart” or proceeding to the purchase phase depends on a positive customer experience. Here are some key touch points in the consideration phase: Evaluating the product by going through the PDP description Ask questions while considering Compare pricing Check on delivery time Click on add to cart or click on the buy box Purchase & Post-Purchase Phase The final stage involves sales Tracking & reconciliation. A customer purchase experience builds brand loyalty and encourages word of mouth building brand reputation. According to PwC Survey, 73% of customers believe that customer experience significantly influences their purchasing decisions while a remarkable 86% of customers are willing to pay more if it results in a better customer experience. The customer experience is not just limited to how the purchase process went for the shopper, but it goes beyond that as it is the difference between creating a one-time customer or has built a recurring loyal customer satisfied with the experience, who gets inclined to leave a good review and advocate your brand. For example, says a customer bought some ‘baby care’ product and found that product quite effective for new parents. Leaves a review like ‘it’s a wonderful product that helps calm many my baby’. What does that do for new customers? Proves what the brand claims, assure them they are making the right buy even if the product seems a bit expensive but add value and feel good & satisfied when they make a purchase. That sort of positive impact customer experience can have on your brand even a negative review opens the opportunity for the brand to humbly acknowledge the gaps in the product and improve upon it. For example, a leading RO manufacturing brand replied to their unsatisfied customers, reached out to them, rectified to issue they were facing, and asked to update the review and rating. This kind of approach build a good repute among customers and propagate the good word. Opportunity for Brands Indian mass consumers, with an annual income ranging from ₹ 2.5-10 lakhs, are projected to be a driving force behind eCommerce growth. Enhancing customer experience can prove to

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Direct Carrier Billing

Direct Carrier Billing: Complete Guide to Building Seamless & Secure DCB VAS Ecosystem

Leave a Comment / Blog, Direct Carrier Billing /

Direct Carrier Billing is one of the easiest and most accessible ways to pay for digital content. A hassle-free payment method redefining convenience and speed for user satisfaction. However, the usage of the DCB payment method varies significantly by region. The direct carrier billing market in North America is forecasted to grow significantly, with its value anticipated to hit approximately USD 34.47 billion by 2034. The Asia Pacific region is expected to generate approximately USD 74.62 billion in revenue from direct carrier billing by 2037. DCB spending in South Africa accounts for approximately 15% of the global market in Africa and the Middle East, and by 2026, the average figure is expected to reach $5.50 per user per month. As DCB continues to scale globally, so do the risks. Like any other digital payment method, it is also vulnerable to fraud. It is a critical need for telecoms businesses and providers to secure their DCB ecosystems with a robust fraud detection solution. In this blog, we will walk you through how DCB works, what the benefits are, and why it’s gaining popularity across the globe. We will also talk about how this payment method differentiates from credit cards, and how to build a secure DCB ecosystem. What is Direct Carrier Billing (DCB)? DCB mobile payment method that allows users to make purchases and pay for digital content, goods, or services directly through their mobile phone bill or prepaid balance. It enables users to make payments without the need for credit or debit cards, making it convenient and accessible for a wide range of users. How does Direct Carrier Billing (DCB) work? DCB relies on the integration between the mobile network operator (MNO), the content provider, and the payment service provider (PSP). When a user wants to make a purchase, they choose the DCB payment option. The user is prompted to confirm the payment, usually through a text message or a pop-up window. The mobile operator verifies the user’s identity and approves the payment. The purchase amount is added to the user’s monthly phone bill or deducted from their prepaid balance. Supported services: DCB is commonly used for various digital content and services, such as mobile apps, games, music streaming, video streaming, eBooks, and more. It is particularly popular for micro-transactions and in-app purchases within mobile apps and games. What are the benefits of direct carrier billing? A seamless user experience One of the key advantages of Direct Carrier Billing is an improved user experience. By eliminating the need for payment card information (credit or debit), users can make purchases quickly and easily, without having to navigate through complicated payment forms. This can be especially important for mobile users, who may be using their device on the go and don’t want to spend time entering their payment information. With DCB, the payment process is seamless and integrated into the mobile experience, making it easier and more convenient for your users to make purchases. Greater security compared to payment cards Another benefit of Direct Carrier Billing is its security features. With DCB users do not need to enter their credit card information or other sensitive data to make a purchase. Instead, the transaction is completed by simply entering the mobile phone number and confirming the payment, which is then added to the user’s monthly mobile phone bill. This reduces the risk of fraud and provides a layer of anonymity that can be attractive to users who are wary of sharing their personal information online. Of course, fraud is an issue when any financial transaction is involved. Cybercriminals are always on the lookout for opportunities to exploit vulnerabilities. However, mobile billing anti-fraud solutions can be deployed to protect the mobile billing payment page and block suspicious and fraudulent transactions; giving you and your customers reassurance that everything is being done to protect their accounts. Increases financial inclusion for mobile users Globally 1.4 billion people are unbanked, without access to a financial account. This means they don’t have access to traditional payment methods such as credit and debit cards, and therefore may struggle to pay for many digital services and products. Direct Carrier Billing removes this barrier by allowing users to pay for goods and services via their mobile phone bill or pre-paid SIM. This makes it easier for users with limited access to credit or bank accounts to make online purchases, opening up a new world of opportunities for digital content and services. This is advantageous for merchants looking to expand into markets where a significant percentage of the population remains unbanked, such as in Iraq where only 22.7% of the population have a bank account compared to 10.30% who have a mobile phone connection and 75.0% who use the internet. For mobile operators, facilitating DCB transactions helps them provide additional services for their unbanked customers, and increases customer satisfaction and retention. Higher conversion rates In addition to increasing financial inclusion, Direct Carrier Billing can also lead to increased conversions. DCB transactions involve minimal clicks and form filling. Whereas with traditional payment methods, users may abandon their cart if they encounter any difficulties during the payment process. This can be due to a variety of factors, such as complicated checkout procedures or concerns about security. With Direct Carrier Billing the payment process is streamlined and easy to use, reducing the likelihood of cart abandonment and increasing the chances of a successful conversion. New revenue streams DCB allows mobile operators to earn a commission on transactions made by their customers. This commission can be a percentage of the transaction value or a fixed fee per transaction. As more customers use this method to make purchases, you will also benefit from increased transaction volumes. This can result in higher revenue from transaction fees and potentially lead to negotiating higher commission rates with merchants due to increased volume. By developing stronger partnerships with merchants by facilitating DCB as a payment option, there may also be increased revenue-sharing opportunities and deeper integration with merchant services. Increase customer retention Finally, Direct

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programmatic advertising

Programmatic Advertising Trends Shaping the Digital Industry

Leave a Comment / Blog, Digital Advertising /

Like always, new technological developments continue revolutionizing the way we conduct business online. However, at the same time, growing concerns around privacy and the subsequent moves by tech giants to address said concerns are also influencing how online businesses reach out to their consumers. While trends like the declining use of third-party cookies and the rise of stringent privacy laws may make it seem like it is the end of the road for programmatic advertising, the reality is quite the contrary. Sure, these things have a direct impact on the way programmatic advertising is used, but their influence will simply mean that advertisers will have to get more creative with their approaches. Since these changes have been in the works for some time now, advertisers are beginning to adapt. It is clear that despite the changes in privacy laws and the decline of cookies, programmatic advertising is here to stay. However, for marketers who want to keep reaping the benefits of this amazing advertising technology, it has become imperative to keep up with the current trends. That’s exactly what this article is about. We will cover some of the most significant trends surrounding programmatic advertising. Let’s jump right in: Top 7 Programmatic Advertising Trends 1. In-House Programmatic Run Many ad agencies and brands are expected to stop outsourcing their programmatic ad campaigns and pull those operations in-house. The trend has been prevalent for the last few years, with more companies focused on squeezing out the maximum possible ROI from ad investments (more on this later). With lower spending on the management aspect of advertising, this move, when executed correctly, can provide a significant boost to ROAS (Return On Ad Spend). For those working in an in-house marketing team, this will mean developing new skills just to stay relevant in the industry. That said, those who can adapt proficiently will find themselves in an advantageous position, having learned a high-value skill for the future. 2. Rise in First-Party Data Solutions The European Union introduced the General Data Protection Regulation or GDPR in 2016. The legislation is aimed at protecting the online privacy of individuals. In 2018, the USA introduced its version of GDPR, known as the California Privacy Act. Since then, many countries have introduced laws that prohibit or heavily restrict the collection and use of third-party data. These legal frameworks all prevent the tracking of online user data without getting clear consent from the user. Major tech companies like Apple, Firefox, and Google have stopped supporting third-party cookies in their devices and browsers, and the trend is expected to continue. For programmatic advertising, these developments all point in the same direction- the use of first-party data solutions. There have been some attempts to facilitate the same, like Google’s now defunct Federated Learning Of Cohorts (FLoC) and Interactive Advertising Bureau’s DigiTrust service, but they have not seen a lot of success. Currently, the Trade Desk’s Unified ID 2.0 or UID 2 framework is the most successful attempt to facilitate the collection and sharing of personal information with user consent. However, it is safe to assume that more and better solutions will start populating the marketing landscape soon. This is because first-party data is a superb alternative to third-party data. It does not invade anybody’s privacy and gives advertisers access to users who have given their consent. Sure, the volume of data available will diminish, but marketers can expect great improvements in quality. 3. Growth of CTV According to Statista, Revenue in the OTT Video market in the United States is projected to reach US$146 billion this year. The revenue is expected to exhibit an annual growth rate (CAGR 2025-2029) of 7.26%, leading to a projected market volume of US$193 billion by 2029.  Don’t let the recent relative decline in the user base of giants fool you into believing that the popularity of streaming services is dying. A close observation of the current trends in the industry shows that the reason behind this reduction is that the market is being populated by new players every year. With each passing day, users have more streaming options to choose from. For programmatic advertisers, this means that the popularity of connected TV (CTV) programmatic advertising is only going to grow. It is estimated that the advertisers will spend $42 billion by 2027 on CTV programmatic ads.  With that said, there is still a lot of room for growth in CTV advertising, and advertisers that jump in now are expected to be poised to enjoy an early mover advantage. 4. Rise in DOOH Ads This year, the revenue in the Digital Out-of-Home (DOOH) Advertising market in the United States is forecasted to reach US$4.40bn in 2025, according to Statista.  With the absence of COVID restrictions and the rising number of digital screens across locations with high foot traffic, DOOH spending is only going to increase in the coming years. While programmatic technology does not have a large share of the market currently, current trends indicate that this will change in the future. The many advantages associated with DOOH, such as no invasion of user privacy, the unobtrusive nature of ads, and no resistance from ad blockers, make DOOH an excellent opportunity for advertisers to reach their audience. Not to forget, with video and audio capabilities, DOOH placements offer a lot of creative freedom to advertisers that can create memorable DOOH experiences with virtually no extra resources. The best part is, that the same ads that are created for DOOH placements can work well on other platforms, such as YouTube. When used correctly, DOOH ads, in combination with other digital ads, can deliver significant improvements in top-of-the-funnel metrics such as brand awareness, recognition, and recall value. 5. Focus on ROI will increase As mentioned earlier, because of the declining use of third-party cookies, the way programmatic advertising is implemented is set to undergo a revolution. Devising new strategies, testing them, and making optimization decisions is an expensive undertaking. This means that advertisers should prepare themselves to face extra

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map-violations

eCommerce Seller Monitoring: Save Your Brand from Domino Effect of MAP Violations

Leave a Comment / Blog, Digital Shelf Analytics /

Identification of MAP (Minimum Advertised Price) violators in real-time is critical for brands as it could damage brand reputation and product worth beyond repair in a quick time. The path to success on eCommerce marketplaces depends upon your choice of sellers and their performance. Monitoring Seller performance gives brands a much-needed edge in the competitive digital commerce landscape. The brands selling through re-sellers need to be well aware of their performance as it directly reflects upon a brand image. Let’s delve deeper to understand why brands need to build their strategies with insights on sellers’ performance, need to track MAP violations, and how it affects brand reputation and product worth on eCommerce marketplaces. Are you aware of at what price your product is sold? Consider a scenario – India’s top water purifier manufacturing company is selling its RO via authorized seller X at ₹16,400 while another seller Y is selling it at ₹12,900 while the brand has set the Threshold price of ₹14,500. The offer is enticing for shoppers but how will it impact your brand? Prompt other sellers to lower the price This leads to a domino effect on pricing and ultimately reduces the actual worth of the product Lose the trust of shoppers due to such price variation across sellers on a marketplace It affects your distribution channel To combat such a scenario brand, need to track pricing across pin codes and platforms with seller-level analysis. These scenarios are known as MAP (Minimum Advertised Price) Violations or Pricing Violations. A Similar scenario takes place when a seller offers more discount than the brand’s threshold discount known as Discount Violations. Identification of MAP violators in real-time is critical for a brand as it could damage brand reputation and product worth beyond repair in quick time. Save Your Brands from the Domino Effect of MAP Violations The “Domino effect of MAP (Minimum Advertised Price) Violations” refers to the potential negative consequences that can occur for a brand if MAP violations are not effectively managed and controlled. When one seller violates the MAP policy by advertising a product below the set minimum price, it can trigger a chain reaction of other sellers following suit, leading to a price war. This can ultimately lead to price erosion, degrade brand value, and product worth, and reduce profit margins. To prevent the domino effect of MAP violations and protect their brand, companies can take several proactive measures: – Product Pricing Tracking: Brands should continuously monitor product prices across various eCommerce marketplaces and geographical regions. By doing so, they can identify sellers who are not adhering to the MAP policy and take appropriate action. – Awareness of Violations: Brands need to stay vigilant and promptly identify any MAP violations. Timely awareness allows them to address the issue before it escalates and impacts their brand reputation. – Strengthening MAP Policies: Companies should regularly review and update their MAP policies to ensure they are clear, comprehensive, and enforceable. By setting strict guidelines and penalties for violations, brands can deter sellers from engaging in price-cutting strategies. – Enforcement: Once a MAP violation is detected, the brand needs to take swift and decisive action against the non-compliant sellers. This could involve warnings, temporary suspensions, or even terminating partnerships with repeat offenders. By enforcing the policy consistently, the brand demonstrates its commitment to maintaining fair pricing and protecting its image. – Identifying Sellers with High and Low ASPs: Apart from focusing solely on MAP violations, brands should also analyze and categorize sellers based on their Average Selling Prices (ASPs). Sellers with significantly high ASPs may indicate potential unauthorized resellers, while those with extremely low ASPs might be engaging in MAP violations. Identifying and addressing such sellers helps in better controlling pricing and brand representation in the market. – Establishing Authorized Reseller Programs: Implementing an authorized reseller program can help brands maintain better control over the distribution of their products. By designating specific authorized sellers, brands can ensure that their products are sold through reliable and trustworthy channels, reducing the likelihood of MAP violations. – Monitoring and Reporting Tools: Brands can leverage technology and automated tools to monitor online marketplaces, flag potential MAP violations, and generate detailed reports on seller pricing trends. This data-driven approach can provide valuable insights for decision-making and identifying patterns of non-compliance. By taking a proactive and comprehensive approach to MAP policy management, brands can mitigate the risk of the domino effect of MAP violations. This not only protects their brand equity and pricing integrity but also fosters stronger relationships with authorized sellers and customers. Why do brands need to monitor seller performance on e-commerce marketplaces? Brands need to monitor sellers’ performance on eCommerce marketplaces for several important reasons: – Brand Reputation Management: The performance of sellers directly impacts the perception of the brand. If customers have a negative experience with a seller, they are likely to associate that negative experience with the brand itself. Monitoring seller performance allows brands to maintain their reputation and ensure that customers have a positive buying experience. – Quality Control: Brands often have specific standards and quality requirements for their products. Monitoring seller performance helps ensure that these standards are met consistently, maintaining product quality and customer satisfaction. – Customer Experience: Brands want to provide a seamless and positive customer experience across all channels. By monitoring sellers, they can identify and address any issues that might arise, regarding delivery time, customer experience, or product information. – Competitive Advantage: Brands usually have multiple sellers selling their products on various e-commerce platforms. By monitoring seller performance, brands can identify high-performing sellers and collaborate more closely with them to gain a competitive advantage. – Sales Performance: Monitoring sellers allows brands to track the sales performance of their products and identify trends and opportunities for growth. This data can be used to make informed decisions regarding inventory management, marketing strategies, and expanding product reach. – Monitoring the Seller Buy Box Win %: Brands must monitor the Seller Buy Box Win % to ensure marketplace dominance and maintain control

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mirage-in-the desert-of-digital-advertising

A Mirage in The Desert of Digital Advertising: Will You Find Your Way?

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Imagine strolling through a desert, thirsty for genuine leads and conversions. Suddenly, an oasis appears—a multitude of clicks, installs, and engagements. It seems like your marketing efforts are paying off, but is this mirage too good to be true? There are masterminds in the digital ecosystem that are going beyond the thinking capacity of advertisers to steal their money. They are becoming deceptive with their actions and weave a well-planned plot to ensure that the advertisers are unaware of the reality. As a result, the advertiser often believes what they see and continue investing ad spends on these “painted ad campaigns”. Though it gives high traffic, the advertiser’s ROI remains low. But let us throw some light on this cleverly created web of using the case of publisher A. Click Spamming: A Mirage of Good Traffic In the ad traffic mix, advertisers see some good traffic sources directed by publisher A. The advertiser trusts publisher A, and the publisher gets their payout. However, the reality is a bit twisted which advertisers often miss. In reality, the advertiser is paying for its organic traffic. To keep the advertiser in the dark, the publisher uses the technique of click spamming. Using this ad fraud technique, the publisher fires random clicks and steals the last-click attribution of the genuine source which is also known as ‘Organic poaching’. Despite the fraud happening in the background, the advertiser sees “unsuspicious traffic” in their ad campaigns. To make it more believable, the fraudulent publishers also use click spamming to meet hard KPIs like purchases. This leaves the scope of doubt for advertisers and the publishers get their payout. Bot Traffic: Orchestrators of Deception Too good to be true things are often questionable. Therefore, the publisher puts some stale traffic in their basket using bots. They inflate the ad traffic to meet the set standard of bringing high traffic. However, the abnormal patterns of bots/fake devices are recognizable. This keeps the advertiser under the impression that the incoming traffic is not 100% clean. While the advertiser successfully eliminates the invalid traffic with an ad traffic validation partner, the publisher still wins. Incent Traffic: Smokes and Mirrors The above cases were just the tip of the iceberg. After the publisher has successfully moulded the advertiser’s mind by showing both organic and bot-driven traffic, they take the final step of their illusion game. To hit that last pinnacle of trust of the advertiser, they run incentive campaigns. They put the advertiser’s campaign on incentivized platforms in order to meet the soft KPIs. Usually, the click-to-install/action rate is high in incentive campaigns. However, the lifetime value of the user is often low as they install the app to avail the benefits associated with it. Therefore, the quality of traffic is low. How To Come Out of This Mirage? Advertisers can take action against bot traffic with a basic ad traffic validation partner. They can help to evaluate the quality of traffic based on bot-pattern-based analysis. However, these validation partners often fail to detect sophisticated patterns like click spamming and incentive fraud. These fraud techniques impact the quality of events and eventually, skew the analytics of an ad campaign. They create a “good traffic scenario” for the advertiser to stay unaware of the reality behind the smoke screen. Therefore, to combat sophisticated fraud activities, advertisers need an advanced ad fraud solution that is capable of detecting invalid traffic across the funnel and going beyond the traditional methods of ad fraud verification. mFilterIt – Your Mirror of Reality Arm yourself with mFilterIt’s ad traffic validation solution that helps advertisers detect abnormal ad traffic in real-time across the funnel. Using the capabilities of AI, ML, and data science, we provide full-funnel transparency of the ad campaigns for advertisers to make effective business decisions stay clear of the mirage, and see the reality behind this web of deception. Way Towards a Transparent Digital Advertising Ecosystem In the ever-evolving digital landscape, ad fraud remains an ongoing battle for businesses. By demystifying its dark art, recognizing its perpetrators, and embracing innovative defence strategies, you can protect your advertising investments and navigate the digital realm with confidence.

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Middle East eCommerce: The Evolving Consumer Dynamics in the FMCG Segment

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The eCommerce landscape is expanding as more brands are exploring the global market and local marketplaces cashing in on local sentiments. The Middle East is one of the largest global marketplaces. It caters to shoppers from various ethnicity with wide variations in demand and product choices. Thus, the marketplace is a good mix of products from various other regions, globally renowned brands, and local traditional known names. eCommerce segments like beauty & personal care, electronics, and FMCG (Fast Moving Consumer Goods) have moved up with rapid stride across middle eastern marketplaces. In recent years, the FMCG sector has stood out among the expanding Middle East eCommerce market. Factors such as population growth, rising disposable incomes, urbanization, and changing consumer preferences have created a favorable environment for FMCG companies. One of the biggest markets in the region is the UAE with predicted eCommerce revenue for 2023 estimated around US$11,782.3 million. The next is the KSA (Kingdom of Saudi Arabia) with annual eCommerce revenue of approx. US$8.53 billion in 2022 which is expected to hit US$20.01 billion revenue mark by 2027. Source: Mordor Intelligence Report FMCG companies on eCommerce, Quick commerce, and D2C platforms in the Middle East are poised for continued growth and success if they stay attuned to changing consumer dynamics. Brands can thrive in this dynamic market and capitalize on the opportunities presented by the region’s evolving consumer landscape. Let’s take a deep dive to examine the current state of the FMCG industry in the Middle East and its future prospects with evolving consumer dynamics. Understand the Arabian Way Global FMCG companies in the Middle East need to adapt products, packaging, and marketing strategies to align with local tastes, preferences, and cultural considerations will help companies establish strong connections with consumers. The eCommerce market size of Middle East by 2025 is expected to reach US$27 billion, growing by US$10 billion from 2020. Source: Mordor Intelligence Report Brands on the eCommerce platforms need to continue focusing on diversification to stay relevant in the market. The Middle East’s young and digitally savvy population will continue to drive the adoption of e-commerce, making it imperative for FMCG companies to establish a strong online presence and optimize Delivery Turn-Around-Time (TAT) to cater to evolving consumer behavior that demands swift delivery. Market Trends: The Middle East has become a crucial market for FMCG products. The growing middle-class population, rapid urbanization, and expanding eCommerce retail infrastructure have driven the demand for consumer goods. Additionally, the region’s young and tech-savvy population has embraced e-commerce platforms for FMCG purchases, presenting opportunities for both local and global companies. To stay ahead in the fiercely competitive landscape brands must: Track global & local competitors’ products performance vs yours across eCommerce platforms Monitor Search of Search and Visibility Share across platforms & locations Identify new opportunities -demographics or geographies to target in your market segment Set market strategies based on insights & analytics Enhance content to suit the local shoppers’ needs by identifying high-performing keywords Shifting Consumer Demands: Consumer preferences in the Middle East are evolving rapidly. While traditional brands and products still hold significance, consumers are increasingly seeking healthier and more sustainable options. The value-first shoppers are leading the growing demand for organic, natural, and ethically sourced products. FMCG companies are responding to these changing preferences by introducing innovative offerings and expanding their customer base but need to track what going on in the segment to stay ahead with market and competitor insights. About 46% of the budget-conscious shoppers in the UAE consistently choose private label products whenever available, and they are playing a substantial role in driving notable growth rates, particularly in the food and beverage sectors. Source: Brain & Co. Report Digital Transformation: Post-pandemic consumers have become accustomed to the convenience of online shopping and are relying more on digital platforms for FMCG needs. This shift has compelled FMCG companies to invest in e-commerce capabilities, competitive analytics solutions, and omnichannel strategies to remain competitive. In the Middle East, consumers are utilizing multiple channels, especially smartphones, to access eCommerce platforms and purchase various products online. A significant number are now shopping online at least once a month, and a PwC survey found that 73% of buyers prefer buying groceries through online platforms. Localization and Diversification: The Middle East consists of diverse markets, each with its own cultural nuances and preferences. FMCG companies that have successfully localized their products and marketing strategies have gained a competitive advantage. Adapting to local tastes, preferences, and religious considerations is crucial for long-term success. Furthermore, diversification into adjacent sectors such as personal care, hygiene, and household products presents new growth opportunities. Around 69% of UAE consumers and 63% in Saudi Arabia are willing to pay more for quality products, especially those with health benefits. Since 2020, about 75% of UAE consumers have opted for healthier alternatives while shopping, with 33% choosing organic products and 23% preferring sugar-free options. Source: Brain & Co. Report Future Outlook: The future of the FMCG industry in the Middle East appears promising. FMCG companies that embrace digital transformation, invest in e-commerce capabilities, and the adoption of advanced technologies like AI-ML-driven data analytics, and automation will enhance operational efficiency and improve the customer experience. The future of eCommerce in the Middle Eastern region looks promising, thanks to its well-connected, digitally savvy audience. With retail penetration already at 11-12% and growing, over 80% of buyers use mobile devices and 70% use social media to reach sellers. Internet penetration is nearly 100%, with 80% of users already making purchases online. Around 85% of buyers are tech-savvy and comfortable with digital payments. The region’s growing buying power and government support for eCommerce initiatives make it an ideal place where the eCommerce market will expand further in the future. Final Thoughts The FMCG industry in the Middle East is undergoing significant growth and transformation. By adapting to changing consumer preferences, leveraging e-commerce, and focusing on sustainability, FMCG companies can capture market share and drive profitability. Doesn’t matter if you are a newbie to the middle

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eCommerce Intelligence – Precision Targeting To Extend Brand Reach

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Digital Commerce Intelligence also enables brands to provide a personalized shopping experience Data is turning out to be the driving force behind optimizing the customer experience. Brands guided by digital commerce intelligence move swiftly ahead of their competition and gain the competitive edge that drives sales and enriches the shopper’s experience. Let’s dive deep into how precision targeting helps extend the reach of the brand and enables enriched customer experience across multiple touchpoints in the customer journey. The Ball Is In Your Court! It’s up to the brands to explore new possibilities in the eCommerce arena and beyond. The sales channel is not limited to eCommerce platforms the omnichannel expansion across the digital commerce ecosystem has opened up new opportunities to expand and enhance customer experience. All brands need to do is identify these white spaces in business at the right moment and act quickly to score new customers. What do they need? The answer is quite obvious. Insights! Yes, Insights. The actionable insights on competition, marketplaces, changes trends, own SKUs performance, and a lot more. The rule of the game is simple – know every move of your opponent to take your game a notch ahead with a precise data-driven strategy. Leverage eCommerce intelligence for Precision Targeting Precision targeting involves focusing marketing efforts on specific customer segments that are most likely to be interested in a brand’s products. By identifying and understanding the unique characteristics, preferences, and behaviors of these target segments, businesses can tailor their marketing messages and experiences to resonate more effectively. – Data-driven strategies: Businesses can utilize customer feedback analysis, market analytics, and competitive analytics to make strategies driven by action insights. By analyzing data, businesses can identify patterns, trends, and customer preferences, enabling them to make informed decisions regarding product offerings, pricing, promotions, and marketing campaigns. – Personalization and Customization: eCommerce intelligence enables businesses to deliver personalized experiences to their customers. By understanding individual customer preferences and purchase history, businesses can tailor product recommendations, discounts, and promotions to enhance customer satisfaction and increase conversion rates. Customization goes beyond personalization by allowing customers to customize products according to their preferences. This level of personalization and customization fosters a stronger connection between the brand and its customers. – Competitive Advantage: eCommerce intelligence provides businesses with a competitive edge by helping them stay ahead of market trends and competitor strategies. By monitoring competitor pricing, promotions, and customer reviews, businesses can identify areas for improvement and develop strategies to differentiate themselves in the market. eCommerce intelligence allows businesses to identify emerging market trends and consumer preferences, enabling them to adapt their offerings and stay relevant in a rapidly evolving landscape. Strike Hard – Strike First! Make a move, based on the insights you have against your opponents. Identify the weak spots of your opponents across platforms, geographies, and product categories in terms of discoverability, availability, pricing, etc. And strike to acquire new customers. Also, identify your weak areas and plug them in before they get exploited by the competition. Cater Your Products for Your Peeps Understand the dynamics of customer behavior with sentiment analysis to make your shopper feel valued across eCommerce platforms. Brands need to understand what their customers are looking for. Precisely fill up the gap to build an effective product detail page that answers all shoppers’ needs in its title, description, Q&A, etc. – Find out what they say about your product: The Brands should be well aware of what & where are saying. We your customer make an effort to post good or bad reviews. Brands must promptly acknowledge their response and make sure the customers feel valued. Track ratings and reviews to enhance product performance. Brands must be aware of the sentiment expressed by customers about the product and how many customers are saying similar things. This information is vital for product quality management and measuring customer sentiment across platforms at brand, sub-brand, product categories, sub-categories, and variant levels. – Make Your Products Discoverable for Your Consumers: Identifying if the customer of the segment can discover your products is the first and foremost thing for an eCommerce business. Brands need to make sure that they target the right set of keywords to reach the desired segment of shoppers. Insights on the share of search, discoverability trends, keyword performance, and bidding can help the brand cater to the right audience. – Identify Patterns in the consideration process: Once shoppers discover your product, the next target is to identify what the segment of shoppers are looking for. In the consideration phase brands must set pricing and discounts to suit market trends and customer preferences. The brand must also be aware of stock availability to build customer brand trust cause one bad experience is bad enough to lose a customer. – Optimize Delivery Turn Around Time (TAT): Same-day delivery or 1 day delivery is key to acquiring new shoppers. Delivery time plays a crucial role in purchase decisions it gives a substantial competitive edge to the brands in the eCommerce marketplace. The target customer precisely requires brands to deliver on time. This helps a brand to expand to an extensive new segment of shoppers who are looking for products that can be delivered quicker than the competition. Final Thoughts The core solution to brand problems is insights into customers, markets, and competition. They set up brands to target new shoppers by identifying data patterns that guide more effective business decisions. To achieve precision in targeting, brands need to be aware of customer needs and formulate strategies based on such insights. mScanIt, E-commerce Intelligence lets brands track brand sentiment and guide brands to identify gaps in the market. The geographies they could target and demographics they could extend their product reach. Get in Touch to learn more about e-commerce intelligence. 

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