i would first likely apologise for the delay in my response. Firstly, the last few days have been very hectic. Secondly, I had forwarded your email to Sohail, who is an IIT grad and MBA Marketing from IIM A and heads Wok In the Box marketing, and my RM at Foxy Moron (http://www.foxymoron.in/), a leading social media group in India handling clients like Loreal,etc and also handling our online marketing. The feedback I wanted to provide you was from the right folks and following are excerpts from brief discussions I have had with them over the last couple of days.
In all, we were all very impressed by the level of detail and thought put into the points that were communicated by you. We all were pleasantly surprised into the detail, with the research required to provide those points. In marketing, it is imperative that we understand the product and sector that the product will be in.
For marketing campaigns to be truly effective, innovative and productive - a deeper understand of the sector and its drivers are important. ichef.in, aims to be pathfinder in an unexplored concept in a rapidly expanding e-commerce digital sector. But digital marketing, just like cloud computing, or big data, are merely enablers, not destinations, or answers, in themselves. The questions we should be asking ourselves are business, or customer, ones, not ‘digital marketing’ ones. The answers are likely to include ‘digital’ but the greatest value is almost certainly in how we can deliver the message effectively.
Our basic understanding is that a customer generally goes through the following three stages before making a decision to buy a product online:
1. Awareness of need
2. Search for more information
3. Evaluation of Alternatives
Additional, research shows that the following is how shoppers find online vendors:
Search Engines – 60%
Marketplace (amazon, flipkart, etc) – 24%
Direct to retail sites – 14%
Other – 2%
Online shoppers are highly intentional...
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