Why Consumers Display Less Brand Loyalty when Shopping Online

Jaydeep Savant, Director - Strategy & Innovation, BC Web Wise

Jaydeep Savant, Director – Strategy & Innovation, BC Web Wise

The landscape of online shopping in India is seeing radical changes. The perception of the Indian consumer is changing considerably .With more of internet and easily available Wi-Fi zones the awareness and engagement is ever increasing.

Increasingly, consumers are using internet as a tool for pre purchase information collection. Although technical details and specifications about the product or service are gleaned from the brand, online brand communities are becoming vital conduits for customers to share product information, expert reviews and experiences.

We are seeing a huge change happening in the supporting ecosystem. New entrants and existing champions are upgrading their payment infrastructure and logistics, to make the best bait in the Indian eCommerce market. With VC confidence in eCommerce increasing, new players are putting big bets in the online space; typically online travel, retail, Food, Nutrition, Health, Airlines, Matrimonial etc.

The consumer mindset is changing with every purchase they do online, so do their loyalties. With so many hybrid marketplaces and hyper localization, the customer is always exploring, trying to make the best for his money. The Deals and the Discount market have made his purchase cycle very interesting. He browses around with the most sites in real-time till he targets the lowest bid price. This is a unique use case for the changing consumer behaviour.

The realization is there is a lot of data coming in and out, thereby leading to various micro-segments of consumers. The sellers are pressed to be data centric, thereby clustering, filtering, and aggregating data to creating multiple models of their customers.

Data, which was earlier sitting on remote worksheets and data marts, is fast moving to central hubs and infrastructures wherein the data is mined in real-time to give a single view of the customer. Big Data and Hadoop have become the new buzz words.

Analytics, Advanced Analytics is the new science that will connect with this new consumer to fulfil this very basic need to his highest aspiration. Online retailers are moving up the maturity value chain to integrate the marketing promise with the right service delivery.

Analytics has a huge spectrum – ranging from data warehousing to BI to OLAP to Predictive. We at BC Web Wise have a strong focus on both, B2C and B2B Consumers and thereby strongly advocate Customer Analytics, Funnel Analytics and Predictive Analytics. We want to embed this in our clients’ business processes to scale and optimize their growth with respect to ROI and loyal customers. To achieve this we have blended our services with a unique mix of experience management and data analytics.

The affinity towards a brand from a consumer standpoint, either positive or negative starts with a due diligence via an Online Reputation Diagnostic tool.  We suggest an analytical approach to find the social equity gathered by a brand in the digital space. We measure the dynamics of influence (Positive and Negative) that are playing a role in the mind of consumer, pre and post purchase.

Our Customer Journey Mapping process thrives on this research to help our clients start in the right step to set up the funnel at every stage (Awareness>Consideration>Engagement>Conversion) and post-purchase. Our Analytics approach embarks on this interesting customer journey in the most qualitative manner looking into the complete customer life-cycle and personalization to embrace loyalty.

We believe analytics is the perpetual working engine for eCommerce optimization and incremental growth strategy in the digital space. For more information on how our Analytics services can help your eCommerce strategy, contact us here.

Or you can write to me with any questions at jaydeep.savant@bcwebwise.com.

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The Infamous Social Media Algorithms

With most popular networking sites including Twitter, Facebook and Instagram moving from a chronological timeline to a ‘preference based’ timeline, social media has been questioning the filter bubble mechanism.

Earlier last year, networking sites began to implement algorithms that determine a user’s preference through post engagement, relationships with other users, historical data, and various other factors which are not very clear. A preference based timeline, according to these social networks, helps users by serving or ‘prioritizing’ posts. With this in place, users won’t miss out on the information they care most about – thereby improving their overall social media experience.

That being said, this is still in somewhat of a grey area, for now; people still want to decide for themselves what they wish to see on their social feeds. Many users, who treat social media as their window to the real world, see it as a threat to the unbiased nature of the medium.

Furthermore, with ‘fake news’ developing into a very real menace, a bigger question arises – are social media users trapped in an echo-chamber?

The Brand Equity Show on ET Now recently took a closer look on the impact of algorithms and #fakenews on social media’s credibility as a source of information, in conversation with Chaaya Baradhwaaj, Founder, BC Web Wise and other digital experts. Watch the video to learn more –

 

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Why Brands Should Invest in Continuous SEO

Prasad Pillai

Prasad Pillai, Head – SEO, BC Web Wise

The internet is evolving through constant change like any other ecosystem. To succeed, businesses have to deploy well thought and proven strategies to retain or improve their standing vis-a-vis the competition. Day in and day out.

SEO is their primary tactic to deal with this change and stay ahead of competitors. After all, an easily searchable business gets higher traffic. So whether you are a well-known brand or a highly aggressive startup, continuous and focused SEO is an essential part of your marketing mix to tap the online consumer.

However, businesses often implement SEO in a mission critical way. One time scrutiny, painful microscopic adjustments to the website, investment in PPC or other forms of advertising are short term measures that are expensive and do nothing for a website’s search rank in the long run. And it takes just one update from Google to force another round of erratic changes to the website.

The problem with short term SEO it is that when a business stops investment in it, competitors can easily hijack the traffic it had acquired.  The true value of SEO is that it delivers an ongoing RoI over the long term.  It actually helps to get your website in the top search results, where most clicks go, and keep it there – a massive return on your modest investment into SEO.

At BC Web Wise, we work with a number of well known brands on their SEO strategy. Whether you are a digital marketer or an online business, these are some insights on future-focused SEO that can help you build an authoritative online presence.

Continuous SEO is a competitive tactic

SEO basically gets visitors to your site by improving your search rankings for certain keywords. This traffic comes at the expense of sites that were previously ranking for those keywords. So what happens when you stop investing in SEO? Well, your competitors can and will paint the internet in their own colours!

Strong social media presence

Maintaining an active social media presence is valuable for an SEO campaign because social media activity sends ranking signals to Google. But your SEO and social media strategies should go hand in hand. Creating business pages on Facebook, Twitter, and LinkedIn, and daily follower engagement are some of the basic steps. Tailored content such as infographics or relevant guest blogs can act like magnets for researchers who will link to and reference your website in return.

Put your money where the mobile is

Google penalizes the search ranks of websites that are not optimized for mobile. Creating a smartphone app is one way to tailor the mobile experience for your visitors, but not necessarily the best way to drive mobile traffic to your site in the long term. Mobile optimization takes a look at site design, site structure, page speed, and more to make sure you’re not inadvertently turning mobile visitors away.

Quality Link Building

A network of relevant inbound & outbound links builds up your website’s authority. High quality link building activity starts with your content strategy.  It can drive a lot of organic traffic to your site, helping build brand awareness and credibility. Tight and strategic interlinking of pages within the site also leads to search engines favoring your site, while improving navigability.

Regular Page optimization

People should be able to easily find the information they are looking for on your website. To keep its website relevant, a business has to regularly optimize the basics such as site design, navigation, structure, and interlinking. After all, users tend to return to websites that are easier to use and informative.

Blog and benefit forever

Another great way to share fresh content is by maintaining a blog. Some businesses are too serious by nature to manage a generally interesting blog. But that’s not the end of the road. A blog in a Q&A format that answers FAQs for visitors or customers can work even better for your website than keyword optimizing.  Google analyzes search queries semantically, so when your customers search for answers to those questions, your site will be more likely to come up.

What works for Google, works for your customers

By following these strategies consistently you won’t ever have to worry about Penguin or Panda penalties or losing traffic with new Google updates, since you won’t be engaging in any questionable practices. A consistent SEO strategy improves search rankings because it puts customers first. And if your customers are happy, Google is happy.

Demand Transparency from SEO agency

All said and done, many businesses have no idea what their SEO agencies are doing to get them rankings. They don’t keep track because they think that SEO is complicated. But hopefully you realize now that the difference between good and bad SEO is as clear as black and white.

As a marketer you need to concentrate your efforts on the bigger picture, and demand to know if your agency is adhering to these SEO best practices.

If you are looking for a complete SEO solutions partner or an SEO audit of your website, please contact us here, or you can write to me directly with any questions at prasad.pillai@bcwebwise.com.

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