Blog - mfilterit

eCom Pathway to 2023

Leave a Comment / Blog, Digital Shelf Analytics / Praveen Dhama

A Guide to Maximizing Sales, Improving Efficiency and Optimizing Your Customer Journey Time to switch from classic front foot drive to 360-degree play – The world of eCommerce is changing being proactive about trends and evolving customer experience is key to edge ahead of your competitors. The post-pandemic world is riding on a new high to elevate eCommerce business around the world. The massive rate of high-speed internet penetration has led to incredible rise in new shoppers. The tier- 1 and tier-2 cities are riding the wave of online shopping over the bustling market rush. The new narrative of optimizing customer journey will enlighten pathway for eCommerce ecosystem in 2023 and beyond. Here is your complete guide to maximizing sales, improving efficiency, and optimizing customer journey by hopping on to the trends. Speed up on the right path As per the Brain & Co. report, online shoppers in India have crossed well beyond 180 million and all set to surpass the United States to become second-largest shopper base in coming years. The brands need to latch on the opportunity step up their game to cater the new potential customers, understand their need and stay ahead among the stiff competition in eCommerce ecosystem. This profane growth is backed by strong underlying rudiments: A large consumer base with growing affluence Low data prices prompting – growing Internet and smartphone penetration Low shipment costs to back swift order delivery Brands need to align themselves with consumer need and work towards enhancing customer experience for sustained growth in sales. Indian e-retail market is estimated to grow at more than 25% per annum to scale to $150–$170B by 2027 Source: Statista Make it a smooth ride – Optimize your Customer Journey The Evolution of eCommerce retail in India: Phase 1 (Before 2015) – An Era of cautious early adoption. Limited to typically affluent at metro and tier-1 cities with major categories being mobile and fashion. Phase 2 (2015-2020) – An Era of growth & massification. The expansion of eCommerce retail touched the masses engaging new shoppers across tier-2 cities and a wide new range of categories flooded the eCommerce retail landscape. Phase 3 (2020 and beyond) – An Era of eCommerce Customer Journey Optimization An era of innovation – Time to address the needs of distinct micro-segments, innovate with new business models making business decisions based on data, and differentiate on customer experience. The covid induced lockdown has led to multi-fold expansion of eCommerce industry juxtaposed with innovative affordability constructs like low-cost equated monthly instalments (EMIs), Buy Now Pay Later (BNPL), and the scale-up of third-party logistics. In last couple of years, three distinct hallmarks of Phase 3.0 have emerged which mark the advent of new era of change where optimization on every step of customer journey is the way towards the future. Emergence of shopper micro-segments The use of technology to deliver a bespoke product Effort to enhance customer experience In this phase of sustained growth, brands need to cater distinct shopper micro-segments across geographies, incomes, and age groups. Specially during the time when 1 in 3 shoppers is Gen Z, 3 out of 5 shoppers belong to tier-2 or smaller cities, and 1 in 3 shoppers belong to low-to-middle income segments. Every innovation in eCommerce ecosystem caters to distinct customer micro-segments. The current phase is led by tech innovation – data driven AI & ML guiding business decisions and enhancing customer experience. E-Retail market projections | Source: Bain Analysis eCommerce Trends for 2023 – What future hold? The new post pandemic world has set the new world order for eCommerce. The rising inflation around the world, Ukraine-Russia crisis is talking a toll on the global scenario. But still things are looking bright for India and neighbouring South-East Asian region as the eCommerce ecosystem is soaring high on massive internet penetration and influx of new generation shoppers. Let’s cherish the last two-plus years of astronomical eCommerce growth and wonder what 2023 could transpire for online retails and brands in future. The eCommerce habits of the shoppers are set now with higher preference to eCommerce marketplace as compared to brick & mortar stores. The change in shopping habits has prompted expert to predict sales to soar above US$ 8 trillion from now existing US$ 5 trillion by 2026. Keep an eye on changing consumer expectations and preferences to latch on this growth trend. Sustainable growth to be key. Share of new ecommerce to continue growth especially in key categories like beauty, fashion, and grocery as they continue to effectively serve a key need for specific consumer cohorts. Trends that will shape the future in 2023 1. Don’t overlook your shoppers’ experience and omnichannel avenues The fluid omnichannel shopping experiences is way to the future. A major chunk of buyers around 75% use multiple channels before making a purchase and during their customer journey 73% of e-commerce consumers report using various channels. This highlights the desperate need to eliminate friction in customer journey. The shopping is no longer limited to eCommerce marketplace or brand website – social commerce is rising as a new avenue for shoppers where they can buy product as when and where they see it. Brands offering omnichannel shopping experiences will continue to thrive in 2023.2. Can you hear me now? Customer sentiments will drive sales for e-commerce in 2023 Listen to what your customers have to say. The customer sentiments do matter. The right measure will not just ensure customer retention but also build brand trust and help cater to customer needs. Brands need to make rating, reviews, and Q&A assessments their top priority. The record amount of time spent online not only increases shopping spend but also engages customers to provide feedback. Unsurprisingly most customers do especially when their product experience is not satisfactory provide feedback. Switch to Rating & Review Tracker with Time Trend Analysis and Brand-Wise Analysis for your own vis-à-vis competition to ensure the voice of your customer is heard and acted upon. Take the help of

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QSR – Delivering Tempting Prospects

Leave a Comment / Blog, Digital Shelf Analytics / Anukirti Jain

Your order is on the way!” These words set up a flurry of emotion for those who crave a quick bite. The QSR players need to tap into these dwindling emotions to provide a frictionless customer journey with ease of ordering to on-time delivery ensures higher ratings and review and of course, the food needs to be good to deserve that. But before all of this, your product needs to be picked by the customers. The prospects of growing QSR industry in India and globally are immense. The rise in internet penetration and shift in food ordering habits of new generation consumers. The focus is on optimizing customer journey across the platform. Brands are slowly but steadily shifting to generating the ‘pull’ to the digital-led market – The latest trend suggests the customer-led market is not digital-led as media, and content drive customer needs – telling them what they want based on an assessment of consumer behaviour – creating a smooth path to purchase and frictionless customer experience. The Emergence of QSR Even the dominant brands like McDonald which has been in India since the mid-90s took time to find its feet in the segment, but it paved the way for QSR in India. The Quick Service Restaurant format has led the organized food service industry in India to the upswing. The QSR format is a perfect mix of being lucrative and maintaining decent customer connections which contribute almost 12% of the organized segment. The growing popularity of QSR among urban and sub-urban settings will lead to its projected growth at the rapid rate of 17.27 per cent and worth up to Rs. 827.63* billion by 2025. (*Source: Research and Market projections) International brands have dominated the QSR market in India with a +50% share of revenue on the back of Glocalization of Menu Investments driven rising geographical presence Value focus driven higher sales and customer preference Ability & agility to keeping up with trends Consumer needs based focused marketing efforts Backend integration of technology to ensure quality service A healthy demand outlook for QSR and surge in investments, the industry is expected to witness substantial growth. A large segment of the unorganized market is expected to get streamlined into an organized market with QSR. The Scenario – Know your customer Imagine your customer going to a physical store/restaurant – going through the menu – pondering upon what to order – but the item is unavailable or does not suit the budget bracket or is too pricy for two. Then you offer him some alternative if it suits his needs then you got him but still the pinch of missing out on what he wanted remains and ruins the customer experience. Now imagine knowing about your customer need what are they looking for and your performance across platforms on parameters like – Reach of your service Performance across age bracket Pricing range own vis-à-vis competition Delivery time impact on Ranking and ratings Knowing all that just imaging what your brand could do for not just acquiring new customers but will also help you pinpoint the area to improve and work towards the goal of optimizing customer journey. What future holds for QSR? The internet penetration across geographies and demographics has paved the seamless growth path for the QSR industry. Here are some key scenarios that will shape the future. International QSRs have struck a chord with Indian consumers Value proposition offered by international brands has led to their acceptance among young Indian demographics – The variety of entry-level products, affordable meal upgradation options, and discounted prices on combos & meals has led to a growing loyal customer base. The average Indian consumers’ socializing over food The rise in the ability and willingness of the average Indian consumer to spend on aspirations, experiments and socializing over food along with their stickiness in terms of cost-consciousness will continue to drive them towards fast food brands. Value remains the belly of the market Top brands have not shied away from introducing premium offers to meet customer needs with better indulgence, which aids in increasing ticket size as well as margins. QSR companies expanding beyond their core offerings From pizza to pasta (Domino’s), from burgers to beverages, breakfast, fried chicken, rice bowl, etc. (McDonald’s, Burger King) – The swift beyond core offering and combos with competitive pricing strategy will enhance consumer trials and eventually scale up consumption of these offerings. Rapid Convenience channel Quick delivery, takeaway, and drive-thru are other key driver of growth since it is not just the need of the hour for any QSR brand, but also a significant enabler of the future due to an increase in the frequency of ordering and a growing user base across the country What do brands need to do? The format has transitioned to comfort food across price segments, catering to all income levels or segments benefiting from any downtrading along with addressing the aspirational demand in non-metro areas. The QSR players need to address the growing demand with a strategy guided by data and insights. The top players in the QSR space benefit in a big way with growing industry potential as they have the necessary infrastructure, a healthy balance sheet, and an established convenience channel to cater to evolving consumer demand. Let’s consider the case of brands like Domino’s and Mcdonald’s listed on a platform like Swiggy and Zomato along with their own online apps – what do they need to be more feasible and appealing to the customers? Having an established brand name is not enough. Target demographics and enhance customer experience by optimizing the customer journey on multiple touchpoints Improve product discoverability based on section-level insights – for own vis-à-vis competition on platforms like Swiggy, Zomato Uber eats etc. Track own brand/product performance vis-à-vis competition across the platform, location, and delivery time. Final thoughts The food service industry is running a race against time with every day being a new day and a new challenge. The prospects are unlimited, and quicker services and quality service are

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3 Best Practices to Get Most Out of Shopping Ads

Leave a Comment / Blog, Digital Shelf Analytics / Anukirti Jain

As we sit on the verge of the festive season, online shopping is increasing rapidly. Most users search for products they want to buy over search engines or search modules of eCommerce marketplaces to find gifts and decorations or upgrade their wardrobes. According to a source, 40% of shoppers across the globe used search engines to find a product, whereas 38% and 35% relied on Amazon and other marketplaces, respectively. Therefore, online shopping stores and web browsers have become crucial to the customer journey. Brands understand this and need to market their products across spaces to acquire higher brand awareness and eventually increase their online sales. The benefit of this has also been taken by the owners of the web browsers offering shopping ads to brands. Did you know a study claims that 76.4% of the retail ad expense is spent on Google Shopping Ads, and achieves an aggregate 85.3% click-through-rate? So, e-commerce brands are ensuring that their shopping ads reach the maximum number of people. Achieving this would help acquire higher sales, and revenue through online shopping stores. Moreover, it would generate higher brand awareness, visibility, and a competitive edge in the online retail ecosystem. Unfortunately, a single user comes across 4,000-10,000 ads daily, including search ads. The competition between brands is extremely high, given that a single person comes across more than 400 ads in an hour. Therefore, optimizing shopping ads has become important for digital marketers. Simultaneously, brands must comply with the incorporated ad guidelines. Keeping these thoughts in mind, we have curated a set of best practices. 3 Ways to Optimize Shopping Ads Question Your Keywords We understand that you have selected the keywords based on thorough research, but enhancing visibility begins by re-evaluating the data. Before getting started, check the negative keyword list. Recognizing the appearance of your ads on unwanted keywords is necessary to save the ad budget and reach the target audience simultaneously. For example, let’s consider that you sell ‘gold jewelry,’ but your ads appear under ‘silver jewelry.’ The campaign might elapse the set budget much faster and display results to an audience that may not have an interest in it. However, adding ‘silver’ and ‘silver jewelry’ under the negative keywords will help to diminish such repercussions. Simultaneously, as the sale season is just around the corner, it is necessary to identify the keywords that would show more of your ads to the target audience. Using such keywords on the product page will certainly impact your product results in search ads. However, you should refrain from using words like sale, offer, deal, etc., in the ad. Instead, focus on features, benefits, qualities, etc. Once you figure out the new relevant and negative keyword list, you must make the final evaluation before proceeding to ensure that you don’t miss out on anything. Examine the Product Display Pages Offering the brand name, in the beginning, brings trust to the title. Following it up with quality and features helps impulse buyers make decisions easily and makes it relevant for web browsers. The description should be crisp, include keywords mentioned in the title, and be easy to understand. Here is an example of the description of a product of a shoe brand: Image Source: Neeman If you check the product title and match it with the description, you will see that the word ‘comfortable’ is common and seems to be the focus of the product. Moreover, the description clearly states the material used for manufacturing and qualities like stretchable, all day long, anywhere, and anytime. The best method to keep track of the most used keywords by competitors on shopping ads is conducting daily, weekly, and monthly text analysis. Our eCommerce competitive analysis solution, mScanIt, can help in this assessment. Post analysis, the marketers of your brand can make strategic decisions to boost the ads’ visibility, which would also directly impact the brand’s Share-of-Voice. Setting the Correct Price Price is one of the factors that can boost your page visits. But your brand must ensure that the currency and price are not formatted incorrectly. It can cause drastic repercussions like a high level of undeliverable orders, higher SERP on the web browser, and MAP violations. Tracking the price of competitors on different platforms has also become a necessity as it enables brands to curate better pricing strategies for their products. Earlier, we also mentioned that words like ‘price drop or sale’ should not be included in the description. The reason behind it is that it is already shown by Google, the biggest shopping search engine. While focusing on title, description, and price may prove beneficial in boosting the visibility of shopping ads, marketers should not ignore other factors. These include campaign structure, articulate segregation of ad groups, bid adjustments, etc. Conclusion Selling a product using search ads is challenging, but optimizing the title, price, product page, and keywords can certainly prove beneficial in enhancing visibility. The lower SERP result certainly helps a brand to achieve a better click-through rate, page visits, sales, and conversion rates. Simultaneously, brands must identify the search result trends or changes that can boost the sale of their variants with lower sales volume. The whole practice would help the brand to achieve a higher Share-of-Voice. Many researchers say that page optimization in the eCommerce marketplace can influence the web browser’s SERP. Therefore, the need to identify all the facets of the product listing has become crucial for brands. Connect with us to learn more about scaling your business with Share-of-Voice results on web browsers.

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What is the Impact of Fraud in Retargeting Campaigns?

Leave a Comment / Ad Traffic Validation, Blog / Expert Opinion

Retargeting is a form of behavioral targeting as it targets people who have already visited a website. It allows you to target the users with relevant ads when they visit other websites. The most successful retargeting creative includes a clear call-to-action and a particular offer that entices users to make a purchase. After a visitor leaves your website without making a purchase, retargeting reminds them about your products and services. Apps, search, and website banner ads all function with retargeting. Retargeting is vital for connecting with customers and growing revenue for today’s serious marketers. Retargeting works by employing “cookies,” which are little pieces of data saved by the browser that track who has seen your ad or visited your website. Marketing teams can then utilize the cookie data to retarget the users with the relevant ads. This is to target the users who have expressed an interest in a specific product or service and, in a way, help you increase the conversions and help in brand promotion/awareness. Retargeting helps you increase online sales by keeping your brand in front of customers’ eyes and attracting “window shoppers” when they’re ready to buy. Your brand gets momentum and reputation every time a customer views your retargeting advertising. The importance of solid branding and recurrent exposure is underlined by the high click-through rates and conversions of retargeting campaigns. Major Impact of Retargeting Fraud Advertisers and marketers are plagued with ad fraud. Retargeting is re-engaging the users who have shown a strong desire to take a down-funnel action. The fraudulent activity is unaffected by the user’s level of engagement, whether it’s through simulated clicks or installs. Imagine if the ads are being served to bots instead of actual users and there is no call-to-action; it has implications as it increases the advertising cost and delivers poor results. The fraudsters sabotage good quality traffic by generating invalid traffic, impacting the marketing budgets. Bots/invalid traffic, in a way, affects the Advertiser’s marketing strategy as it skews the analytics and other metrics that help them make better business decisions. Almost 30-40% of the Advertiser marketing budgets are exhausted due to these bots (non-humans) or invalid bot traffic that never get converted. Advertisers must remove these malicious bots from the retargeting system to improve the ROI. The marketers need to safeguard themselves and ensure that their efforts are spent only on retargeting genuine human prospects rather than harmful bots. Overall, it leads to a loss of advertising revenue, reduced ROIs, and increased lead generation/referral payouts. Furthermore, unprotected retargeting campaigns produce phony high-performance results, inflate keyword bids, deflate ad visibility, and reduce the effectiveness of search ads. ● Keyword Bid Inflation Retargeting campaigns target prospects for boosting sales /conversions. The campaign consists of users captured through cookies, dynamic, or list-based methods. Moreover, it comprises keywords for increasing the ROI by reaching people not enlisted in the campaign but interested in the product/service. However, bidding similar keywords on digital ads can inflate the bid price. Fraudsters infiltrate the retargeting campaigns of brands by becoming prospects. They use bots to add products into the cart and eventually abandon them and leave the website. Advertisers add these bots, displaying human-like behavior to the remarketing list. Moreover, fraudsters even use bots to click brands’ ads and boost impressions, clicks, and visits. So, advertisers think that their retargeting campaigns are delivering high performance. On the other hand, fraudsters use these deliverables to acquire financial gain from advertisers. The high performance of the campaigns also inflates the cost of keywords and diminishes the brand’s advertising budget faster than usual. Advertisers fall for the bots because they are sophisticated bots/undetectable. So, the analytics show the desired results, and advertisers boost their advertising budget. Eventually, the cost of retargeting fraud causes a loss of millions to advertisers and diminishes the retargeting efforts. ● Diminished Visibility Our study reveals that marketers and advertisers use 20-45% of the ad spending on retargeting campaigns. They engage in such activity expecting a higher than 25% return from a usual ad. Unfortunately, the penetration of fraudsters using bots into the remarketing lists displays them as prospects. So, the potential ROI from a retargeting campaign is never achieved by advertisers/marketers. Fraudsters habitually follow the money, and retargeting campaigns seem like a honey pot. Therefore, they continuously engage in ad-stacking, pixel stuffing, cooking stuffing, and other ad frauds to obtain financial gain from retargeting ads. Moreover, retargeting fraud increases the cost of impressions/views on ads. Brands build recall value or obtain mind space through retargeting campaigns. Higher visibility can also increase conversions. Unfortunately, retargeting fraud diminishes visibility and distorts the potential results. Eventually, the effectiveness of retargeting ads is hampered. ● Distorted Search Ad Results Another dramatic side effect of fraud on retargeting campaigns is that it distorts paid search ads. A tracking code is installed on a brand’s website to display custom ads to users on a partner site. The display/video ads are based on the products searched by the user on the brand’s website. The remarketing list consists of commonly searched keywords on search engines like Google, Bing, Yahoo, etc., and the brand’s web pages. Marketers and advertisers believe that setting up a remarketing/retargeting campaign eliminates ad fraud, including prospect users. But fraudsters cannibalize the remarketing list by using sophisticated bots to infiltrate it. So, ad fraud is eliminated through such campaigns is a myth, and only an ad fraud elimination solution can detect & eliminate fraud. Advertisers use sources like Google Ads tag, Google Analytics (GA), App Analytics, Ads Data Hub, etc., available on Google for creating data tags to upload on the website. In addition, they commonly generate prospect user lists by using metatags on the first page of the website. Optionally, they can even detect prospects through the added data tags in the Google Site Kit extension of site builders like Wix, WordPress, and Squarespace. Takeaway Most marketers and advertisers spend a significant amount of their advertising budget on remarketing initiatives. Customer Data Management systems and remarketing lists

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Why Creative Compliance Must Be a Necessity Not A Choice For Your Brand?

Leave a Comment / Blog, Brand Safety & Protection, Creative Compliance - Ticker / Expert Opinion

In the hustle to stand out in the crowd of competitors, brands often miss out on things at the ground level. Where there are many options for consumers in the market, 91% of consumers are inclined towards brands that are authentic to their claims. To bring authenticity and growth on one track, many regulatory bodies are working actively to ensure that the brands are growing while consumer rights remain protected. However, amidst this wave of marketing compliance, a majority of companies ignore checking the compliance of their creatives. Only 29% of the brands claim to evaluate their creatives for a compliance check regularly. Meanwhile, the media agencies and in-house teams still manually process their ad creatives. Due to the endless requirements of brand creative assets, it becomes challenging for the in-house creative teams to stay aligned with the industry and brand compliances for creatives. Manual verification of creatives leads to issues like posting irregular, flawed, and irrelevant creatives across platforms. Furthermore, this may impact the overall brand’s positioning among consumers. The Buzz Is According to the latest report released by the Advertising Standards Council of India (ASCI), the biggest violator of the advertising code is the education sector followed by healthcare, gaming, personal care, and food & beverages. Further, the advertisement regulatory body also shared that the complaint against ads increased by up to 14% between April and September of this year. In this one year, they have processed 3,340 complaints against 2764 advertisements that were found as potential violators of the ASCI code. In addition to this, the regulatory body added that out of the total complaints received 28% of the violations were committed by the influencers. And about 87% of the advertisements having influencers were to be a violation of the influencer guidelines. Impact Of a Non-Compliant Creative 1. Reputational Damage It takes years for a brand to build a reputation in the eyes of consumers. And a simple thing like a misleading ad creative can ruin this within a few seconds. When a brand makes false claims about its product or service, the consumer believes them. And when they don’t get the claimed benefit, they feel cheated and take action against the brand further ruining its reputation. 2. Legal Issues The repercussions of a false claim or misleading and creative are not limited to just reputational damage. When the consumer’s trust is damaged and they feel cheated, the angry consumers can boycott the brand, spread negative reviews, or worst they can sue the brand for the damages. This will further put the brand in the negative spotlight resulting in hefty litigation costs. 3. Losing Customer’s Trust When brands make false claims or post misleading ads, consumers often perceive them to be deceitful. The negative news related to the brand not just impacts the existing consumers but also the new consumers. This impacts the overall reputation of the brand and ruins the prospects of the business. 4. Loses Revenue The brand has to bear a high cost for a misleading ad. Apart from reputational damage and loss of consumer trust, the brand also has to bear the wastage of ad revenue. Due to the misleading creatives, they are not able to attract the right audience and end up wasting the ad revenue with no return. How can brands avoid these situations? The ASCI has made certain regulations that ensure the brand’s ad creatives are marketing compliant. This means that the creatives must comply with the regulatory requirements set up to protect the marketers and their consumers. However, it is very difficult for the brands to do a manual check for every creative. Hence, they need an advanced solution to ensure the ad creatives are compliant with the ASCI and brand guidelines. mFilterIt’s creative compliance intelligence tool is focused to bring standardization to the ad creatives of the brand across platforms. With the help of AI and ML capabilities, the tool will ensure that all the ad creatives comply with the guidelines set up by the brand and ASCI. In addition to this, the tool can also be used to audit the social media and website of the brand to bring a governance system across the owned and advertising brand assets. The Need Of The Hour Creative compliance is not a choice but a necessity for a brand to ensure that they are represented similarly across all platforms. Along with protecting the brand from trademark and copyright issues, the brands must also keep an active check on their brand assets going on different platforms. It’s time for brands to wake up and indulge in a more consumer-safe and transparent way of advertising.

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What Does Your Search Rank on Marketplaces Say About Your Brand?

Leave a Comment / Blog, Digital Shelf Analytics / Praveen Dhama

Turning visitors into customers starts with achieving high search rankings. The higher search rank directly results in high visibility and more probability of getting picked up by the shoppers. It is just like a physical shopping scenario where your product is placed at a perfect place to catch the shopper’s eye and at a distance to be easily picked up from the shelf. In an eCommerce marketplace, most shoppers buy the top product on the list unless they are looking for something specific not featured in the list. A higher search rank also means the product will be available to more shoppers online based on the search. The goal is to create an attractive Product page, grab shoppers’ attention – convert that add-to-cart decision to an instant buy. eCommerce platforms like Amazon use their own search algorithm to list a product that is completely different from Google’s. When a buyer searches for a product on Amazon, results are delivered through a two-step process. Firstly, they pull relevant results from their catalogue and then they rank them according to relevancy. They continually evaluate their algorithms using human judgments, programmatic analysis, key business metrics, and performance metrics. Here are some important things that your search rank on the eCommerce marketplace says about your brand 1. Identifies your product position vis-a-vis competitor product in the products category or sub-category The product with the best search rank on the digital shelf gets the highest visibility and, eventually, has a chance at achieving higher sales. The search algorithm of eCommerce marketplaces shows results based on historical purchases, best sellers, reviews & ratings, and other factors. Brands try their best to make their product easily discoverable, especially on the top keywords. One of the methods of optimizing the pages is by identifying the most relevant keyword for a specific product and product category on the product’s page. By doing so, they can evaluate the leader and measure their overall performance on the organic and sponsored search results. Analyzing the search results would show the top-ranking product under a category and enable making strategies around the same too. But a more diversified method of knowing the top performer and runner-up would include measuring search results across the platform, variants, pin code, and other levels. 2. Does your product have the best SEO? Or could the product achieve a higher organic ranking? Brands only select a few keywords on which they display their sponsored listings. One of the key components affecting the search rank of the digital shelf of the remaining organic product listings is SEO. Regularly monitoring such search results on the organic keywords helps to find the product with the best page optimization. Analyzing the top search results against the competitors enables brands to find the brand leading the search rank on the digital shelf. A higher search rank on organic results only requires efforts from marketers. So, the brand saves money whenever the product has a high search rank without additional bidding costs. This is how high search ranking will impact your business: Established authority and good reputation Round-the-clock promotion Higher Organic search traffic High-quality visitors and increased conversion Such product listings help brands to achieve a higher conversion rate. The biggest factors influencing page optimization include the images, video, title, description, and any other form of content in the hands of the brand. The most effective method of measuring the performance of each of these components is by analyzing them with the competitors. Once the results display the product pages with the best results, marketers can use the information to enhance the page performance for each listing. 3. Does your Product Listing have the Potential to Influence Customer’s Buying Decisions? The urgency to buy a product is higher on quick commerce apps like BlinkIt or Dunzo than on Amazon or Flipkart because they offer fast delivery. If you want brown bread and search for it, the tendency to buy from the top results due to urgency is the highest. Wouldn’t you agree? Maybe not, but many do the same. Most visitors across a pin code often see similar results on eCom apps, so the demand for products on the top search results is higher than others. Therefore, the top results often go Out-of-Stock (OOS) faster than others. The top results on Amazon and other eCommerce marketplaces can change the buyer’s perspective. For example, if you searched for ‘shoes for men’ and saw a variety of sporty shoes, you might not go for a known brand and opt for a new one, just because of the design and features. The designs shown in the top results convince the online shopper that the results display the trending forms of shoes, and sport shoe buyers must have them. The top results on the keyword searches influenced the buyer’s perspective about the sport shoe designs. Final Thoughts The search rank of a product on sponsored and organic keyword-based results tells a lot of tales to brands and e-commerce marketers. Brands need to focus on the results of the digital shelf as it enables them to achieve higher visibility and, eventually, sales. Moreover, digital shelf analytics enables brands to understand more about the areas of improvement of their products. Measuring the product’s performance at this level would require measuring the performance of the competitors with real-time actionable insights. Our eCommerce competitive intelligence solution, mScanIt, is helping brands to measure the performance of their product pages. It also helps brand marketers to find factors enabling competitors to achieve higher results and earn the trust of customers.

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3 Things to Consider While Writing Product Descriptions

Leave a Comment / Blog, Digital Shelf Analytics / Praveen Dhama

Do you remember when you had to visit the nearest retail store (Kirana-wala) and check out the product’s qualities by reading its description? We still have an audience that does the same as their preferred choice. Product description in an e-marketplace, like Amazon or BigBasket displayed after clicking on a product listing. It is much more than the standard description written on a product’s label. It signifies the product’s audience, benefits or features, suitability criteria, and more. The question that ecommerce marketers come across while writing a compelling description is ‘How to make the product description convincing to potential customers?’. A convincing description would increase the buyer’s interest in purchasing and re-purchasing the same product while simultaneously increasing interest in exploring more about it. Here are the 3 things to consider for writing a great product description Leave No Room for Doubts If you have ever visited a clothing outlet in a shopping mall, you must have been greeted by a salesperson who can assist you in searching for a section or finding the product for you. The salesperson leaves no room for doubt and helps you out with every possible detail. Also, create a user-centric content product description that provide answers to all possible questions that a customer may have about the product Understand customer needs Evaluate customer reviews and Q&As Address every possible customer concern in description This would not just increase customer’s interest in purchasing the product but will give the existing shoppers a loud and clear message, ‘we are hearing your voice’. It also leaves no doubt in the minds of the buyers. Include All Essentials Convincing a customer to buy a product takes more than stating the benefits or features of a product. It demands showing off humbly. It requires stating the obvious and the not-so-obvious factors. The product description should have sufficient room for all the qualities, which also helps in removing repetition. Keep it precise and informative Use Story telling style – engage with facts and benefits Include all essentials that customer seeks For example, people searching for hiking backpacks would want to know its capacity, whether it is waterproof, materials, and ‘unsuitable for’ criteria. But, ensuring that everything the product offers is mentioned requires knowing the aspects mentioned in similar listings of your competitor. Sometimes, you may not regard a feature as desirable, but the competitor might use it to scale up sales of similar products. Our eCom Competitive Analytics solutihelps brands analyze product descriptions and discover the critical aspects through a word cloud. The most mentioned words often appear the largest and using them in their description helps in page optimization. Use high performing keywords for your brand Writing a similar description for almost similar products gives a wrong impression to the online shopper. On the other hand, it also makes it easier for regular buyers to distinguish between the products and makes buying decisions easier. So, it’s a slippery slope for ecommerce marketers whenever the demand for new product descriptions arises for similar listings. Keywords play a significant role in product discoverability on ecommerce marketplaces. An ecommerce marketer writing a one-paragraph description could include 2-3 keywords at the most. However, deciding the right keywords becomes essential as it can place similar listings together or under different search results. The best way to find the correct keywords would be to look at competitors’ listings. Doing so helps to know the approach they are following for similar listings of their products. Our solution, mScanIt, shows the top keywords used by your competitors along with your keywords. The analysis through mScanIt helps to know their most used keywords and measure whether their keywords have been used in your description or not. Conclusion A powerful product description can increase an online shopper’s interest in the product and convince them to buy it. Ecommerce marketers know that descriptions should be crisp, enriched with keywords, and scannable. However, eCom marketers should also include customers’ interests, all the ‘need-to-know’ aspects and know competitor’s keywords. Doing so would help to make a much better product description. Ecommerce Competitive Intelligence Solution helps brands to evaluate the differences between their product descriptions against their competitors. The analysis helps brand marketers to achieve their description goals and optimize their content for search engines.

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Why Do Rating Matter to eCom Brands?

Leave a Comment / Blog, Digital Shelf Analytics / Anukirti Jain

Online shoppers judge a product through its ratings and impact purchase decisions The first and only way to know about customer experience in an eCommerce marketplace is through ratings. They are eye-openers. Product reviews and rating can make the customer interested in buying the product or scroll until a better product becomes visible. The importance of ratings is undermined by reviews, as they offer ‘textual’ feedback from online shoppers. However, many reviewers only submit product ratings and don’t write about their experiences. Brands have to incentivize customers to submit their feedback through offers, scratch cards, gifts, etc. Such customer experiences are also biased, as many brands clearly state, “give a 5-star rating and write a few words” in their lingo. Brands also run campaigns to acquire customer feedback on their products. They approach influencers to submit feedback on eCommerce marketplaces in text or video format along with the ratings. Moreover, they also ask influencers to create unboxing videos or product feedback for their Product Display Page (PDP). Implications of Ratings on eCom Products Customer’s Interest in the Product Let’s say an online shopper searches for ‘best smartphones under Rs 10,000.’ The top search results have a rating between three to five stars. Which one do you think the customer would likely prefer? While this is an open-ended and subjective choice, as it would also account for the brand, price, image, and other crucial aspects, the product’s rating will undoubtedly change the decision to visit the product page. The next step in a customer’s journey after searching for a product now depends on the ratings shown on the digital shelf. The product ratings are also displayed at the top of the PDP on most eCommerce marketplaces. It’s a signal to re-affirm the experience of online shoppers. Online Shopper’s Decision to Read Reviews If a product’s ratings are below three stars, an online shopper may not be interested in buying or even looking at the product. However, if it is between three and five stars, the decision to explore more about the online shoppers’ experience through reviews would substantially increase. Therefore, ratings have the power to impact an online shopper’s decision in two extreme directions. The need to have a positive rating is always a priority for eCommerce marketers. Online shoppers read more about the product if a product has a neutral or positive rating. It makes them more interested in the features or qualities of the product. It also removes their distrust of the brand, especially if they buy a product for the first time. Helps to Make Product Judgements A three-star-rated product informs online shoppers that the buyers could face problems and should not expect the best results. A four-star product rating states that ‘it’s almost up to the expectations given in the PDP.’ Now, it’s easy to know what to expect from a one, two, or five-star-rated product. Right? Online shoppers start judging the credibility of a product based on the rating. In most instances, people would always go for a four to five-star-rated product. (If you disagree, please comment and let us know your reasons). The eCommerce search algorithm understands that the highest-rated products under a category would interest a higher number of buyers. Therefore, most top search results include the best-rated products, which generally don’t go below three stars. Wrapping Up A product’s rating has a wide range of implications. They can either build an online shopper’s association with a brand or disassociate existing loyalists to competitive products. The need to have a positive rating for all eCommerce listings has become essential, as slight differences can alter customer buying decisions. Moreover, product ratings are a window into the customer experience. Poor ratings keep the customer’s interest in the product at bay, and good ratings uplift their enthusiasm to know more about the product. Our digital commerce Intelligence, mScanIt, enables brands to track their product ratings in real-time and measure their performance with the top competitors. The solution can also set alerts in case there is a sudden surge in ratings. Using the alerts helps brands to notify eCommerce managers to take swift action against an issue or find out the reason for positive publicity by checking the PDP.

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How Reviews and Rating Impact eCom Sales?

Leave a Comment / Blog, Digital Shelf Analytics / Anukirti Jain

According to a study, products with at least five reviews have a 270% higher chance of a sale.  The number of stars in the rating and shoppers feedback are vital for every eCommerce marketplace be it Amazon, BigBasket, Flipkart or any other. The heating up race to grab attention of buyers via multiple images, attractive prices, product comparisons, reviews & ratings are helping buyer to make more and more informed decisions. The customers feedback & reviews help buyers learn more about the product quality, brand, seller, features, benefits, etc. The sentiments and personal experience shared by the buyers makes reviews worth reading. According to research, about 91% of online shoppers read reviews before making a buying decision. The online shoppers want to know pros and cons of a product before deciding to buy. The negative feedbacks help judge the authenticity of the product, the core problems, irregularities, and more. On the other hand, positive reviews help build brand or product trust & credibility by stating the best features and clearing doubts about value for money. Why businesses need to assess customers sentiment? Reviews and ratings also influence marketing decisions. Brands often analyze the product with the worst feedback to find customers’ most problematic areas. Addressing customer concerns often helps brands to convert overall negative sentiment into positive or at least turn them into neutral. As a result, the new buyer decisions also get influenced in a positive way. The regular monitoring of reviews can help brands enhance their customer experience and develop new ideas or features. An evaluation of your brand vis-a-vis the competition can help to identify the most used words by customers for similar products on an ecommerce marketplace. This analysis helps in optimizing the marketing strategies. Brands need such analysis for optimizing the marketing strategies. Our solution mScanIt can even provide real-time alerts if the sentiment intensity is moving towards the extreme, keeping a tab on customer sentiment. Replying to customers reviews & ratings in real-time often results in a higher conversion rate. Impact of online reviews Boosts SEO and Product Discoverability Ease of finding the product listing on an eCommerce marketplace is crucial to product discoverability. Discoverability is directly proportional to Share of Shelf (SOS). So, when the keywords targeted by the brand appear higher, it enhances the share of Shelf. Most eCommerce marketplaces’ algorithm includes reviews and ratings to find out how relevant and popular the product is, before displaying the results to the online shopper. The targeted brand keywords used in the reviews also boost SEO. For example, a Bluetooth headset review would contain words like best Bluetooth, wireless, hands-free, etc., as part of the feedback. As these words are the SEO keywords, it might help the product become more visible in the top page listings. The product may also appear in the duplicate listing under organic search results of hands-free and wireless because these have been mentioned in the reviews. eCommerce marketplaces understand the importance of reviews and display them before the product price in search results. Products with reviews on the digital shelf listings often achieve higher conversion rates, depending upon the price parameters of the buyers. Products with good reviews and ratings on online shopping stores often boost their organic SERP on web browsers which leads to higher visits to the product display page, conversion rate, and sales. Additionally, they alter the Share-of-Voice of brands on Google, Microsoft Bing, and other search engines. Even if the product is new to the online shopping platform, lack of review will affect its sales unless it is of a well-known brand or much anticipated product. The businesses continuously engage in campaigns for acquiring product reviews as in most instances, people want to see the customer experiences of the same product from other online shoppers before deciding to purchase the product. Build customer trust and loyalty Products with reviews and ratings instill trust in a brand or eCommerce seller. The likelihood of purchasing an item from an online shopping store increases as the customer trusts the brand’s reliability and resolutions. Brands use eCommerce competitive analytic solutions like mScanIt for monitoring positive and negative sentiments with such tool they can evaluate customer reviews in their marketplace dashboard and send instant responses. Brands that proactively respond to customer reviews often witness higher conversion rates and sales. Simultaneously, they may boost customer loyalty and trust of potential buyers on the products, as they can see the resolution offered by the brand to resolve customer problems. The subjective view and understanding of the product usability also resolve frequent queries of the potential buyers, which once again impacts loyalty, trust, and the final buying decision. Help customers make final buying decision Many marketers believe that people spending a long time on a product page are probably checking the specifications, measuring pros & cons, and matching them with their needs before making the final buying decision. Reviews and ratings are opinions or comments given by product buyers and influencers which often include the brand name. The increasing number of brands mentions indeed impacts the algorithm of the eCommerce marketplace, especially while curating the best results for its buyers to boost sales. When the viewer read about other customer experiences, and name dropping of brands in reviews build a subjective opinion about the brand or product. Do you recall when ‘Realme was first introduced into the market, and people slowly forgot about ‘Redmi? Brands also use reviews for showcasing customer experiences to potential buyers or target audiences. You might have come across shopping ads on social media and search engines. Did you scroll past a new brand after seeing the reviews, or did you check out its product page? The length of reviews and ratings goes beyond the eCommerce sphere. Many websites have full-page articles and videos on products offered in online shopping stores. The brands also highlight ratings in product images to boost page time on their product page. Buyers sentiment matters! Reviews and rating could be a great tool to understand

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Know How Your Brand is Under Threat Due to Incent Campaigns

Leave a Comment / Ad Traffic Validation, Blog / Labhit Agarwal

Marketers have come a long way in the journey of advertising. In traditional advertising, marketers use mediums like television, radio, and billboards to advertise. These mediums were effective but had their limitations. With traditional advertising, targeting the right audience has always been a black box. Digital advertising came with a broader opportunity for advertisers. It has helped brands to reach the right audience and track the performance to optimize the campaigns better. As digital advertising broadened its horizon, many options came into the limelight. One of them being affiliate marketing. Let’s understand Affiliate marketing in detail: What is Affiliate Marketing? Affiliate marketing is the method of marketing where an affiliate earns a commission from the advertiser against every action taken by the customer. Affiliates either run PPC campaigns to drive users to the advertiser’s website or use their audience or influence to increase the awareness of the advertiser’s product. The Shift in The Advertising World Digital advertising has evolved drastically over the past few years. Earlier digital advertising was limited to search and display campaigns. Today, marketers are broadening their horizons by considering varied advertising opportunities in the digital space. Many social media-based campaigns or incent campaigns have also emerged as a possibility for digital advertising. Incentivized campaigns are often referred to as a form of advertisement where every action is driven in exchange for a reward. For example, download an app and get Rs. 50 cashback. The loophole in Incent Campaigns Many affiliates run incentive campaigns to increase their revenue and fool the advertisers. They run incent campaigns on messaging platforms like Telegram and WhatsApp to reach a larger audience and make the advertisers think they are getting high traffic. Incent campaigns sound like a win-win situation for marketers as it helps them grab more users. However, in reality, only the affiliates win. How do affiliates keep you in the dark? 1. Showing High Installs The affiliates use incentive campaigns to lure users into installing the app in exchange for a reward. This way the affiliates help the advertisers get high installs and make them believe their campaign is performing well. However, the users installing the app are often interested in the reward instead of the app. The users often uninstall the app after a few days, resulting in a high uninstall rate and low lifetime value. In the end, the advertisers fail to connect with genuinely interested users and waste their budget on paying affiliates for installs that don’t add value to the business. 2. Faking Events To grab the interest of users, affiliates post offers with incorrect messaging. They often use shiny offers to lure customers into taking action to ensure they meet the KPIs. For example, “Make your first transaction and get Rs. 30 instant cashback”. Based on this, the advertiser makes the payment to affiliates based on events received. (In this case, making the transaction). However, the quality of users is low as they take the action only to avail the benefit. Real Case of One of the largest private sector Bank of India Incentivized campaigns were live on Telegram for one of the largest private sector banks in India where users were lured into downloading the app by offering them cashback. Users were also asked to do a 1 Re transaction so that publishers’ KPI could be met. Some of the messages we found on telegram groups: Solution Against Incent Fraud We at mFilterIt use our advanced brand protection solution to track the platforms running incent campaigns. Using our capabilities of AI, ML, and data science, we provide a transparent report of the affiliates running incent campaigns on Telegram and WhatsApp groups. Using our report, the brands can either penalize or block the fraudulent affiliate. Collaborate with Confidence Affiliate marketing is a strong channel of marketing to widen your audience reach. With the right partner to detect fraudulent affiliates, you can partner confidently and take your business growth in the right direction and leverage the benefits of affiliate marketing

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