Both globally and in India, E-commerce
is on a serious upswing today. India, specifically, is expected to be one of the
top e-commerce hubs by 2015 as per EBay.
The drivers of this shift are best explained by Mr. Rajan
Anandan, vice-president (sales & operations), Google India, who was
quoted in The
Economic Times saying:
- First,
the number of Internet users against 5 million in 2000, as per internetworldstats.com,
India now has 100 million users (as of March 2011), making it the third largest
Internet user base after China (477 million) and the US (245 million).
- Second,
the number of mobile subscribers in India has increased from 3 million in 2001,
to 800 million subscribers — number two in the world.
- Third,
technology has become more accessible, cheaper and endowed with greater
possibilities.
Having
said this, every e-commerce firm is today trying to highlight a USP that sets
it apart from others. From a consumer perspective, there is a lack
understanding on which site to choose from, amongst the several ‘me-to’
properties.
‘Paid
tweeters’ could be one way for e-commerce marketers to
differentiate themselves. For people unfamiliar with the term, ‘paid tweeters’
is a concept wherein companies/ brands pay influential users to tweet
positively about them. They would, sort of, be online ambassadors for a brand;
but making those names public is a personal decision. Enclosed below are the
reasons i think several [not all] e-commerce firms should invest in paid
tweeters:
1. In comparison to the total online users in India [100mn, as stated above],
Twitter is a small community [with approx. 2.3mn users in India as per a Sycomos report]
but a more focused community as well to target
2. The e-commerce business rides high on word-of-mouth and twitter is
a platform dominated by the voice of the consumer. In fact, more than 90%
of tweets originate from consumers – and only 8% are authored by marketers.
[Source: July 2010, 360i report]
3. Investing in Paid tweeters isn't a costly affair at all and it would in fact be
more economical than other promotional expenditure
4. the ROI to measure this tactic is to calculate the network that would get to
view a particular tweet mentioning a positive brand mention and also take into
account the number of tweets on the same.
Having
said this about paid tweeters, finding the right people, managing them and
leveraging them is a tricky business and it could also go against a company
using such measures, hence it requires a bit of expert advice. There
are obviously several assumptions made here and this does not apply to every
e-commerce firm but i would happily like to get into a debate with anyone on
this. Looking forward to comments.
Informatica Training in chennai Job oriented Salesforce training is offered by in Chennai, Adyar. We provide 100% placement for all our clients with certification
ReplyDeletesupport. Experts are experienced with 12 years in line of Informatica Training technically.
We helps to achieve everyone's goals career.Informatica training in chennai
Informatica training in chennai. Our training method is unique with real time project.
ReplyDeleteOur trainers are working professionals with experience of 6+ years in top IT companies
Informatica Training in chennai