Digital Marketing Case Studies

Web Marketing Academy Bangalore Digital Marketing Case Studies

Case Study 1: Web Marketing Academy, Search Engine Optimization SEO Case Study:

Client: Real Estate Ooty, www.realestateooty.com

Website Design: Meena http://www.meenabopaiah.com

Web Marketing: SEO, Social Media Optimization by Suresh, Web Marketing Academy: www.webmarketingacademy.in

Real Estate Ooty SEO Case Study by Web Marketing Academy BangaloreOoty Real Estate is a real estate agent in Ooty, The Nilgiris, until 2008, Ooty real estate was a traditional business. In 2008, we proposed to help them with Search Engine optimization, social media marketing and content marketing.

 

 

Learning from the Flipkart Big Billion Sale – A Case Study (Part 2)

Posted by on Oct 30, 2014 in Digital Marketing Case Studies, Resources/Guides, WMA Students | 0 comments

Continued from Part 1: A discussion of Flipkart’s Big Billion Sale

TOI article on Flipkart Big Billion Sale

TOI: Flipkart’s Big Billion Sale raises questions

Redemption for Flipkart?

Flipkart may have received a billion hits on its website on October 6 but it also sent many people into the welcoming arms of competition such as Amazon and Snapdeal! Snapdeal reportedly made $600 crore the same day! Amazon rolled out its Diwali Dhamaka Week with aplomb.

Let’s say Flipkart wins back its loyalists. How about first time visitors? Will they want to come back after their arduous shopping experience?

Flipkart has furthermore invited the wrath of players including Samsung, LG and Sony. Not only are they suspending fresh sales to Flipkart for the unrealistic discounts it offered but are also considering legal action for “predatory pricing.”

Our take – We, the consumers

When the WMA group was challenged to come up with a solution for Flipkart to win back the trust of customers, I noted a speaking trend. After half-hearted attempts at proposing redemptory measures (such as giving away gift vouchers and discounts) for Flipkart, most students went back to berating the brand. Clearly, the resentment and disappointment at India’s homegrown ecommerce website won’t shake off easy!

Suggestions included:

  • Better traffic management: Flipkart should have learned how to handle huge traffic from older experienced websites such as www.irctc.co.in. (Though IRCTC users have their own tales of woe!)
  • Greater inventory control: The logistics and operations could have been managed to avoid misleading price tags and stockout.
  • Managed sneak attempts: Flipkart team should have constantly monitored big billion day searches happening on the day to detect directs to the Amazon page. Amazon apparently bought the “Flipkart” keyword for the day along with the domain name “bigbillionday.com.” Flipkart should have taken necessary actions to stop this or at least turn the attempt around. (Of course, Flipkart proved itself incapable of managing the traffic that came its way despite this … but that’s another story!)

Differing thoughts

Intriguing questions also came up:

  • Was the fiasco over-publicised? Flipkart messed up. Sure. But was the aftermath overblown by news sites owned by competitors? (Hmm… food for thought. But Sanjay and Binny Bansal apologized so they must know things went wrong.)
  • Was the goal increasing Gross Merchandise Value (GMV)? High discounts would be compensated by the low cost of customer acquisitions. Was that Flipkart’s objective?
  • Could the sale have been a deliberate blooper? If Flipkart’s objective was only to increase awareness and visitors exponentially, it succeeded.
  • Invite government vigil? Flipkart has been under the regulatory scanner on and off. The Big Billion Sale highlighted the need to regulate ecommerce further. Was Flipkart trying to spread attention to competitors before their Diwali sales rolled out?
thoughts on flipkart's big billion sale by WMA

Whiteboard shot: Penning thoughts on the Big Billion Sale

Despite suggestions made, nobody believed Flipkart could make adequate amends after its Big Billion Blunder. (Here’s an opportunity for #Flipkart to turn the tables and confound us all!). At the same time, 80% believe Indian memory is short and good deals are all we care about. Flipkart’s faults could soon be forgotten.

What’s your take on Flipkart’s Big Billion Sale? Are you still a loyal customer or did the damage run too deep?

By the way, do check out WMA’s podcast on the Big Billion Sale on FIR.

Disclaimer: These are only our opinions and point of view. The goal of the exercise was to learn some lessons from what happened and discover how students would think and act in similar situations.

About Monica

Monica is a digital marketing enthusiast, blogger and technical writer. She has helped small businesses with content development for the last 5 years and is now extending the value with online marketing. Her goal is to introduce more businesses to this exciting and profitable marketing medium. She is a regular blogger for WMA.

Connect with her on Linkedin or Twitter for digital marketing assistance or to say hello!

Flipkart Big Billion Day – Podcast For FIR, by Web Marketing Academy

Posted by on Oct 25, 2014 in Digital Marketing Case Studies, Podcast, Resources/Guides | 0 comments

Flipkart Big Billion Day – Podcast For FIR, by Web Marketing Academy

flipkart bbday pic

In the month of October 2014, after the Big Billion Day, Flipkart Sale, our students at WMA, discussed the situation and had a session on learnings from the sale. We have documented and discussed the case study in our class, Monica will publish the case study in the next few days.

We recorded some of the highlights from the session and send it to FIR Podcast Network. (For Immediate Release Podcast) For those who are not familiar with FIR, I strongly recommend FIR for useful, latest  Digital & Social media news for Communicators, PR professional, Marketers and Educators. They have several podcasts on Education, PR, Branding, LinkedIn Conversation and much more.

This Podcast is recorded specifically for FIR. Our Recording was played in Show :Here is the link to the podcast: Click on the play button to listen to the podcast

The Hobson & Holtz Report – Podcast #777: October 13, 2014

flipkart bbday pic5

Learning from the Flipkart Big Billion Sale – A Case Study (Part 1)

Posted by on Oct 22, 2014 in Digital Marketing Case Studies, Resources/Guides, WMA Students | 0 comments

Disclaimer: These are only our opinions and point of view. The goal of the exercise was to learn some lessons from what happened and discover how students would think and act in similar situations.

Part 2 & other takeaways in this link

October 6, 2014 saw Flipkart make Rs 600 crore as a result of its “Big Billion Sale”. The brand also made news for a lot of wrong reasons – amplified disastrously on social media. Flipkart’s proposed 24 hour sale sold out in a mere 10 hours even as the website gave out and orders got cancelled. But the worst were the price fluctuations and jacked up pre-discount costs.

One tweeter summed up customer sentiment aptly, stating “among the billion things #Flipkart sold that day, one was its credibility.”

The Flipkart fiasco held an enthralling quality that invited debate in business classrooms, with a fun impromptu session at WMA as well. Digital marketing students and faculty congregated in the conference room to brainstorm on Flipkart’s mistakes and propose improvements. Amidst the vociferous ire of the many Flipkart (maybe ex) consumers in the room, interesting points were made, stuff that begged a blog post!

debate on flipkart big billion sale

Snapshot from WMA Conf Room

Record sales and an apology – too little too late?

Why does a business that’s just collected $600 crore sales in a single day have to send out a letter of apology the very next day? Because  the Flipkart sale was a mess from the start! Some highlights:

  • The sale kicked off before the announced time – stocks were out even when people logged in at 8am.
  • Discounts offered on newspaper ads proved misleading.
  • Servers crashed, HTTP 404 abounded.
  • Worse, prices fluctuated between MRP, discounted price, and jacked up pre-discount rates.
  • “Out of stock” and “Sold out” were the highlights of the day.
  • Confirmed orders got cancelled in hours.
  • Flipkart ended up doing Amazon and Snapdeal a great favor.

 

Big Billion Sale tweet

Social bashing: One Flipkart customer on Twitter

If you don’t know what this is about, check out the social media bashing Flipkart received through the day. Search on #flipkartsale and #flipkart on Twitter and Facebook.

flipkart tweet from customer

Social bashing: Another disillusioned customer

But more to the point, did Flipkart’s apology salve its reputation or appease consumers? No. Did the 7 year old e-commerce company believe excuses and explanations would help? It just made them look worse and their competition a lot better.

What Flipkart could have done right

Without doubt, Flipkart underestimated the traffic the Big Billion Sale would drive by a HUGE margin. While the e-commerce company went overboard with digital and traditional marketing, it did a bad job predicting sales. While Indians are no stranger to infrastructure failures, the hardest thing to forgive will be the order cancellations and disillusionment from misleading discounts.

Tweet from frustrated customer

Social bashing: Customer frustrated with Flipkart servers

What were Flipkart’s mistakes? Some thoughts from WMAites:

  • Advertizing the sale everywhere like crazy – should have targeted existing consumers with email marketing and earned loyalty and referrals.
  • Not preparing for an unprecedented high in traffic – should have over prepared logistics, inventory and infrastructure in keeping with the marketing reach.
  • Started small – could have opened sale for specific product categories only.
  • Not touted unrealistic discounts – under promise and over deliver should have been the mantra not vice versa.

Also in the bid to sell at lowest prices, Flipkart may have inadvertently created warranty hassles for customers by procuring from unauthorized channel partners. That’s going to bite Flipkart some more!

  • Extended the sale window – run the sale for a week instead of a day since it covered all categories.
  • Prevented insider hoarding – blocked employees’ participation and prevented “out of stock” situations at sale commencement.
  •  Learned from earlier mistakesservers crashed even during single product sales (Xiaomi Mi3 and Moto E). What did Flipkart learn? Nothing.

Listen to the Big Billion Day podcast from WMA on FIR.

Continued in Part 2

 

About Monica

Monica is a digital marketing enthusiast, blogger and technical writer. She has helped small businesses with content development for the last 5 years and is now extending the value with online marketing. Her goal is to introduce more businesses to this exciting and profitable marketing medium. She is a regular blogger for WMA.

Connect with her on Linkedin or Twitter for digital marketing assistance or to say hello!