Author: Prachi

A Beginner’s Guide to Amazon Browse Nodes

With a worldwide product range of 12 million items, Amazon holds the title of the biggest online marketplace globally. However, when factoring in the contributions of third-party sellers on the platform, the inventory expands to a staggering 350 million products. Naturally, managing inventory of such a colossal scale demands significant effort.

To make it easier, Amazon makes the use of nodes, which involves a hierarchy or ranking-based system through which users can search for their chosen items. These are called browse nodes. These numerical codes play the role of identifying specific product categories on Amazon, allowing customers to explore various brands and products under the category, such as books, toys, skincare products, snacks, clothing, etc. Today, there are well over 30,000 such categories, each with a unique browse node or node ID.

Browse nodes use common characteristics to categorize products and simplify a customer’s browsing experience when shopping. For online retailers, it is a must to use browse nodes in order to reach their customers, whereas for shoppers, it is a means to find all the possible options under the product category they’re currently browsing.

How are browse nodes structured?

Browse nodes are structured in a tree-like hierarchy, i.e., the Browse Tree Guide. The top-level category is the most general node and contains the most number of products – aptly named the root node. Under it are sub-categories such as branch nodes and leaf nodes, which become more and more specific to the product category.

The following example of our customer Paragon Footwear shows how product categories are displayed through specific paths.

If a customer is looking for footwear, they can use the node ID Footwear to explore Amazon’s inventory. They can also continue to get more specific under this node with Men’s Shoes, Slippers, etc. At the back-end, these nodes are stored as numerical codes. However, customers on Amazon can only see the category path when using the platform. Using the above example, a customer would normally see a browse node path like this: Shoes & Handbags > Shoes > Men’s Shoes > Flipflops & Slippers

How are browse nodes beneficial to businesses?

The importance of an accurately detailed product category assignment can seem miniscule at first, but it has many cascading advantages for your online business.

By ensuring detailed browse nodes, you ensure that your products have improved bestseller rankings. With more specific product category nodes, such as kits, gifts, etc., you have greater chances of receiving the bestseller label. Here’s an example of our client Maharishi Ayurveda that received the Bestseller tag.

For customers who aren’t looking for specific brands when browsing for products, you can take advantage of browse nodes to attain more page views and impressions, and boost chances of a sale.

How can businesses use browse nodes strategically?

Browse nodes aren’t just for directing your customers the right way. You can use these to your advantage for many other purposes. Here are three main reasons you should optimize your product listings on Amazon browsing nodes.

Boost your chances of sales

Owing to Amazon’s hierarchical structure, customers can search for products and fine-tune their search with specific categories or sub-categories. As a seller, it is vital for you to choose the right browsing node to boost your chances of a sale. The more specific and detailed you get, the better your chances of a sale. On the flip side, if any of your products are listed in the wrong category, this can affect your ratings, sales, purchase bounces, and returns. What’s more, your product can become difficult to trace when a customer is browsing, further affecting your visibility and sales.

Determine how many competitors you have

If the product category you’re leveraging has many other competing products, your chances of standing out can reduce drastically, in turn affecting income and sales. That’s why it’s doubly important to search your competition in the product categories of your choice and develop a sales strategy that gives you the edge.

Make the best use of bestseller ranks (BSR)

Just like your business, profit should be the key driving force behind choosing the type of products and product categories you want to sell under. Owing to the constantly changing landscape of your competition, some categories are more rewarding than others. If a certain category has fewer competitors, it means that you’re more likely to succeed as a seller. Tweaking your browsing nodes to give your business the advantage will offer better opportunities for promotions and sales.

Ready to get started? Get the experts on your side!

When it comes to ecommerce execution, Tenovia’s Marketplace Support services can change the game. We provide end-to-end support on Amazon, including quick product listings, optimized content and visuals, account management, SEO research for product listings, as well as A+, product, and pricing uploads. Our Amazon marketplace solutions are geared at delivering speedy, revenue-centric solutions that offer you a competitive advantage. So if you’re looking to ace the space of Amazon with browse nodes and more, it’s time to get in touch with the Tenovia team.

The Art of Accelerating Your D2C Site Sales

To keep pace with the ever-changing landscape of e-commerce, especially the D2C landscape, it is a good business practice to re-evaluate your D2C platform and marketing strategy periodically and stay competitive in the market. We’ve narrowed down a few strategies that may help you gain greater visibility and sales on various D2C sites.

Strategy #1: Update and optimize your product pages

If your product pages lack the necessary details to sway consumer interest, you’re losing out. Ensure that you include:

High-quality product photos with zoom options
Product details such as features, materials, dimensions, specifications, origins, variants etc.
A clear call-to-action
Brand guidelines – with prominent logo placements, and distinct visual and tonal style
Currently applicable discounts and offers
Short, simple, and easy-to-comprehend content
FAQs that answer most, if not all, customer queries
Testimonials and case studies (if applicable)

Even if your product page’s content is rich and well-detailed, it can be improved with an update.

Strategy #2: Keep adjusting your product pricing with the weather

When it comes to D2C sales, pricing is never a one-and-done deal. Depending on your pricing model – whether it’s value-based, competitor-based, or cost-plus – you must regularly update your prices. It is also a good strategic move to ensure that your pricing and product mix are differentiated on your own D2C platform vis-a-vis marketplaces.

Here are some questions you can consider when evaluating pricing.

Do you have a fixed revenue target?
What are your total cost of operation and the value of your product or service?
Is there enough demand for your brand in the market and the price point you’re offering?
What is your brand positioning? Are you a budget-friendly brand or a premium one?
What is the comparative pricing of your competitors?
Are there trends in the market that support your pricing?

At first glance, this can look like a lot of work – if done manually. But the good news is many automated analytics tools can help you collate all this data and provide valuable insights on pricing and repricing your products.

Strategy #3: Speed up order fulfillment

Order fulfillment plays a vital role in the final stages of D2C supply chain management. Your goal should be to ensure that your products are placed closest to your customers, and third party logistics partners can help you accomplish that. There are many benefits to collaborating with an order fulfillment partner that will provide:

Established warehouse management systems and processes
Skilled staff
Accurate order streamlining – including packaging, shipping, and delivery
Valuable business insights on inventory planning, packaging and shipping, etc.
Supplementary warehouse space and fulfillment capacity
Flexibility to scale up or scale down basis demand
Better customer service through a streamlined order fulfillment process
Multiple avenues of customer support
Minimized operating and shipping costs
Accelerated speed of delivery

Strategy #4: Invest in robust infrastructure

Your D2C brand is only as strong as the infrastructure that supports it, for which you have two valuable options – Magento and Shopify. While Magento provides ample opportunities for customization, Shopify is an easy-to-launch platform that can help you launch quickly and effectively. Depending on your business objectives, you can choose the right platform for your business.

Strategy #5: Focus on retention marketing

It’s not enough to drive customers to your page. It’s essential to retain them too. This is where retention marketing comes in. Using sharp, targeted communication, you can keep your existing customers engaged – be it through email marketing campaigns, loyalty programs, personalization, automation, etc.

What’s more, in order to offset the sharp rise in customer acquisition costs, the number of competing brands, as well as the costs of paid advertising, retention marketing has now become essential. This has led brands to prioritize and maximize other metrics such as customer lifetime value (CLV) – which measures the value a customer offers a brand during the course of their association, Lapsed customer Rate %, New User Retention Rate (NURR%) and study customer acquisition cohorts in detail.

Tensight has built detailed automated retention cohort and revenue and order cohorting analytics that brands can leverage for deriving insights on their retention strategies.

Bonus strategy: Get the experts onboard!

Tenovia’s expert D2C management solutions include everything from marketing and analytics to end-to-end support. We get into the depths of your brand, category, and industry to offer you the most effective solutions in cementing your business as an e-commerce success. With our solutions, can you easily adopt best practices such as:

Regional utilization and cluster replication i.e., keeping stock near your customers to ensure lower shipping costs, quicker delivery, and higher organic rankings
Providing offers and promotions for select products in the catalog
Launching products that perform well on your website, even if they come from a smaller range
Providing heavy discounts and becoming the loss leader to gain positive reviews and ratings
Building strong warehouse ops to scale your business – hygiene of dispatch timelines, SLAs, etc.
Studying marketing data to gather insights and make timely, smart, and informed decisions

If you’re looking for D2C sales support, be it analytics, platform management, marketing, technology, or digital transformation, Tenovia can transform your business. Get in touch with us today!

Why Mobile Optimization for E-commerce Websites Is a Must in 2023

With mobile shopping becoming second nature to Indian consumers today, e-commerce brands need to cater to these changing trends. In fact, mobile e-commerce is catching on twice as fast as desktop e-commerce. So if your website is not suitable for smartphone users, you stand to lose out on potential sales. That’s not all, Google also penalizes sites that are not mobile-optimized.

Mobile optimization for e-commerce websites ensures speed, ease, and convenience for customers, which boosts traffic and sales. Better customer experience means better sales. But it also means better results in Google’s search engine page ranking, ensuring higher organic traffic.

What does it mean to optimize for mobile?

Another factor to consider is the nomadic nature of modern-day consumers. They don’t limit themselves to a single device. They may look up your product for the first time on their phone, use their desktop to compare prices, and make the payment on their phone again. By 2025, Insider Intelligence estimates that mobile commerce will account for 10% of all retail sales in India. This means that your e-commerce website’s experience should be consistent and seamless across devices.

At first, mobile optimization can sound like a tedious and daunting task but it can be broken down into a few essential principles, such as:

Simplifying design and ensuring hierarchy of information
Optimizing the ratio of images and text
Using white space strategically
Ensuring high contrast and maximizing readability
Maintaining consistency in visuals and functionality across devices
Making it easy for users to navigate between mobile and web versions
Optimizing loading speed
Minimizing the number of data fields in forms

How many of these principles does your current website address? If the answer isn’t all of them, it’s time to consider mobile optimization. Here are a few points you should keep in mind when you kick-start this process.

1. Focus on responsive design

Your website may look impeccable on a desktop, but if parts of the page or design get cropped out, design elements become difficult to navigate, or if there are problems with load time in the mobile version, you should consider responsive design. These types of websites automatically adapt to different screen sizes and ensure that your user can access all features of your site. You can also consider a specialized mobile-optimized website that is separate from your desktop website.

2. Optimize your content

Adding relevant content and high-resolution imagery is an important part of creating a good first impression. But it’s not always practical for mobile commerce. Having tons of text, videos, and images can make your website slow and inefficient, increasing the chances of drop-offs. When optimizing for mobile, your website should contain smaller images, fewer videos, and just enough content to convey all the salient information about your products.

3. Make the sales funnel easy to navigate

An ideal mobile-optimized e-commerce website should push your consumers through the sales funnel in a seamless and friction-free way. This includes minimizing the number of pages, creating easy-to-understand buttons and forms, and ensuring a quick and optimized check-out process. Since an e-commerce website is required to have additional capabilities to facilitate order fulfillment, payments, logistics, and more, it is important to make this process as intuitive as you can – through single-page check-outs, autofill capabilities, and convenient payment options.

4. Leverage device-agnostic shopping to your advantage

Given the nomadic shopping tendencies of consumers today, syncing your e-commerce website across devices and touchpoints is essential to offer an omnichannel experience. Be it on a computer, a smartphone, or a tab, your customers should be able to move from one device to another seamlessly. Their shopping carts, wishlist, and any other account information should reflect throughout.

5. Think about the smartphone experience

There’s a popular rule when it comes to smartphones – thinking with the thumb. What does this mean? Ensure that all elements of interaction are placed strategically and within easy reach. Imagine the average smartphone user relying on their thumb to navigate the website. What parts of the screen are most optimal for a call-to-action? How large should each action button be to ensure easy navigation? Can you use other gestures such as swipe to enhance the shopping experience? These are questions you should answer when optimizing your e-commerce website for mobile users.

Take your mobile e-commerce game to the next level

Want to get into mobile optimization but have too much on your plate? We’ll simplify it for you. With Tenovia’s end-to-end e-commerce services such as marketplace management, technology, marketing, and analytics, you can get customized solutions based on your unique needs. Our digital transformation and marketplace support solutions will allow you to scale revenues and make the best of what e-commerce in India has to offer. Reach out to us today!

Transitioning a traditional offline business to online with effective UI/UX

Tenovia recently worked with an ethnic fashion brand that offers a wide range of high-quality sarees, connecting traditional artisans to consumers across the country. The apparel brand is a leading saree distributor based in Maharashtra and well-established across Western India.

Currently, they have an attractive and user-friendly website that provides a seamless online shopping experience for traditional handlooms from all over India.

Their challenge: Making the move from offline to online

The brand is a traditional family business, with four large offline stores that serve both B2B and B2C customers. They did not have an online store until recently, which was created as a response to the COVID-19 pandemic. Since luxury and apparel businesses suffered great losses in the past few years, having an online presence became imperative.

Tenovia then began working closely with them to develop a sustainable ecommerce infrastructure and architecture, which proved to be a significant challenge given the short turnaround time. We accelerated our prototyping and iterating processes, keeping in mind the feedback recorded from various stakeholders as well as customers and focus groups.

Our execution: Outlining 8 essential project goals

The results: Boosting traffic and conversions

In just one month, our UI/UX interventions translated into:

An Introduction to Flipkart’s Demand Side Platform

Over the years, Flipkart has sold to millions of customers and amassed great insights into how they think and purchase. What if brands could now get access to all these years of learning to their advantage? What if they could develop, harness, and deploy these insights at scale? What would brands achieve if they engaged with their consumers in a holistic way? Flipkart’s recent offering answers these questions.

Recently, top ecommerce marketplaces such as Flipkart and Amazon have been going head to head – specifically with respect to their innovation and growth strategies. In a bid to expand its ad tech business, Flipkart, India’s second largest (and the largest homegrown) ecommerce marketplace, launched its demand-side platform (DSP) in early 2021.

Flipkart launched the demand side platform with aim to “innovate and unlock power of ecommerce in the ecosystem”. This custom-built platform is an attempt to strengthen its advertising as well as monetization portfolio.

DSP will allow brands across all scales and categories to engage with Flipkart’s ever-expanding customer base. It will also allow them to make data-driven decisions when purchasing online ads and help design effective marketing campaigns. That’s not all, DSP will also allow brands on Flipkart to leverage data and control every aspect of their ad campaigns.

What makes Flipkart DSP unique?

There are many factors that make Flipkart’s DSP desirable and essential for brands. The most important factor is their in-depth understanding of the average Indian consumer. Today, Flipkart has a base of at least 300 million registered customers, stocking more than 150 million products in over 80 categories. This enables them to get into the depth and scale of consumer psyche and purchase patterns.

Flipkart’s DSP is applicable to all of its categories – from banking and education to FMCG. What it can offer is deep consumer intelligence, which includes data that is otherwise inaccessible to brands hoping to make it big on the marketplace. Its toolkit allows brands to execute smart and targeted campaigns across a customer’s shopping journey. This consumer intelligence, paired with several other features on this self-serve model, has the potential to impact your brand’s online engagement and influence buying preferences.

When it comes to the number of options available for online engagement, marketers today are overloaded. However, they’re in pursuit of engaging a very specific set of consumers to maximize returns and build relevance. A demand side platform can help brands purchase ad inventory, regardless of format or genre. So it only makes sense for advertisers to adopt the data-driven advertising avenue offered by Flipkart. DSP steps in here to offer:

Data on online purchase patterns and demographics
Meaningful and relevant audience insights
Intelligence of millions of websites
Real-time analysis and management of campaigns across publisher networks
Capabilities to build long-term marketing campaigns
Insights in combination with the scale of open exchange inventory

Get full-funnel marketing solutions for Flipkart

Interesting in learning how you can best leverage the opportunities presented by Flipkart’s demand side platform? Tenovia can help you discover new growth possibilities with our end-to-end marketing services tailored for Flipkart. Our tailored campaigns are designed to boost engagement, conversions, and brand loyalty – including on Flipkart DSP.

Since 70% of all ecommerce searches are generic in their content, there is a world of possibilities for your brand to leverage this and become visible to the right shoppers. With Tenovia, you can boost you brand’s visibility across the funnel and take advantage of both paid and organic marketing on Flipkart.

Get in touch with the marketplace management experts at Tenovia and map your journey forward on Flipkart DSP.

A Brief Introduction to Amazon Demand Side Platform (DSP)

According to a report by Statista, Amazon attracts upwards of two billion monthly visitors as of 2022, making it prime property for advertising your products. Despite your best efforts to use Amazon’s ad products, you may not always see results in terms of ROI for two main reasons.

First, it is important to know that Amazon has increased the number of products and ad placements across the marketplace, which can seem quite overwhelming to consumers who are inundated with ads all the time. Secondly, not all of your customers may be searching for you on Amazon in the first place. To solve both these issues, you can leverage the offerings of Amazon’s Demand Side Platform (DSP).

Enter Amazon Demand Side Platform (DSP)

It is designed to identify, target, and engage potential off-Amazon consumers and guide them towards Amazon – a boon for small sellers on the marketplace. These ads are offered in various forms such as mobile banner ads, image and text ads, mobile interstitial ads, in-stream videos ads, desktop display ads, etc.

The great thing about Amazon DSP is that any vendor or third-party seller can use this platform to generate brand awareness and target the right consumers. While the self-managed option has no management fees and allows for flexible campaign investments, the managed component can be a bit pricey.

Wait, wasn’t it called something else earlier?

Yes, it can get a bit confusing keeping track of Amazon’s various advertising platforms and their acronyms. In 2018, Amazon Marketing Services (AMS) allowed small vendors and sellers to advertise on the platform whereas Amazon Media Group (AMG) was dedicated to large-scale vendors both on and off the platform. There was also the Amazon Advertising Platform (AAP), dedicated to its demand-side platform that targeted audiences both on and off Amazon.

In 2018, these platforms were consolidated and rebranded under one Amazon Advertising (AA) platform and turned AAP into DSP. Here are five factors that make Amazon DSP different from Amazon’s Sponsored Display Ads.

Shopper data: Amazon has a deep reservoir of first-party shopper data, be it on or off the marketplace. And this is available only to Amazon, which means sellers using DSP can leverage the insights offered by Amazon.

Shopper targeting: While Sponsored Display Ads target shoppers within Amazon, DSP can target shoppers externally too. These ads are run on the Amazon marketplace, Fire TV, Kindle, IMDb, Freedive (IMDb’s streaming platform), apps, publishing partners, and third-party exchanges.

Pricing model: Unlike Amazon Sponsored Display Ads that follow the pay-per-click model, DSP uses a cost per thousand or cost per mille (CPM) model. This means that you pay for each time an individual sees your ad, whether or not they interact with it.

Relevance: It’s safe to say that anyone actively searching for a product on Amazon already has the intent to purchase. This is what the Amazon Ad Console usually targets. However, Amazon Demand Side Platform targets relevant users outside of Amazon to create brand awareness, and then retarget them to drive purchase interest.

Behavioral targeting: Usually, Amazon Sponsored Display Ads function on keyword search, which means that your product will be shown when a user types in related keywords. DSP on the other hand targets behavior. What does this mean? Your ad will be displayed based on what they’ve bought before, the detail pages they frequent, the categories they commonly browse, the specific products they have added to cart but not purchased, among many other behavioral patterns.

While each channel has its advantages, sellers using Amazon Ad Console in tandem with Amazon DSP are able to enjoy the full funnel – right from the stage when consumers have no awareness of your brand to the point they choose to purchase from you.

What are the benefits of Amazon DSP?

When used right, DSP can be pivotal in increasing brand awareness and exposure, boosting sales, and acquiring new customers. Some of Amazon DSP’s features include:

Advanced targeting features such as demographics, geographic locations, segmentation, as well as date and time scheduling
Additional targeting through A/B testing, mobile and desktop specific ads, in-market audiences, ad placement and frequency, domains, and PIN codes
Target customization through unique, user-built audience groups
Flexible and dynamic campaign targeting
ASIN retargeting capabilities such as cross-selling, customer re-engagement, customer education, reminders for repurchase, etc.

Interested in learning how Amazon Demand Side Platform can transform your advertising strategy? Reach out to the experts at Tenovia today!

Garnering a Reach of 2.4 Million for Paragon’s Brand Ambassador Campaign | Paragon Footwear

Paragon Footwear is one the largest footwear brands in India, dominating the market for decades and manufacturing over 14 Cr pairs each year. For the occasion of Independence Day, the brand recently launched a social media campaign to amplify its celebrity video with Hrithik Roshan – We Touch Every Indian’s Feet.

The video highlights the key message of kindness and the quintessentially Indian tradition of touching feet – cleverly linking it to Paragon’s ability to ‘touch every Indian’s feet’. Since Paragon Footwear is available all over the country, the brand wanted to extend its message to the masses and garner attention to its video.

The challenge: Aligning with their message to touch every Indian’s feet

To ensure that Paragon Footwear could achieve its vision of reaching every Indian with its high-quality and durable footwear, we decided to focus on the brand’s core values using influencer marketing. The #WeTouchEveryIndiansFeet campaign was designed to reach audiences in every corner of the country.

The brand leveraged macro influencers from different states to spread their message and boost their reach. With the brief to showcase the impact of goodness, they gave influencers the creative freedom to shoot any kind of deed. The task was to ensure that the Paragon logo was present in every video to facilitate uniformity and brand recall.

Our approach: Finding the right influencers to spread the message

At Tenovia, we believed that identifying the right set of macro influencers was crucial for the success of this campaign. Since Paragon was keen to work with only a limited number of influencers who could help achieve virality, we prioritized factors such as a high follower count and engagement rate while selecting the influencers.

It was also important to ensure the influencers did not have any fake followers or indulged in leveraging engagement through comment bots and pods. For this campaign, creativity was pivotal to boosting overall performance. After thorough research, we shortlisted 10 influencers.

The execution: Prioritizing creative freedom and insight-driven planning

Once the influencers were shortlisted, each of them received a pair of footwear from the brand as per their choice. Each creator had the liberty to direct the video as they desired provided they highlighted the footwear from Paragon and used the logo prominently. Using the Instagram Reels feature, content creators made the campaign come alive through various deeds of kindness. Some donated shoes from Paragon, others fed stray animals, donated money, and explored many other scenarios that fit the bill.

This activity performed exceedingly well and encouraged further participation from their followers, allowing us to reach our goal in a very short time.

The results: Higher engagement and deeper impact

Using the above execution strategy, Paragon Footwear’s campaign was able to record impressive numbers in terms of reach and engagement.

5 E-commerce Trends and Predictions You Should Watch Out For in 2023

E-commerce has come a long way since the early days of Amazon. Today, it is more complex and nuanced than ever before. In India, the e-commerce sector is growing rapidly, and will account for 7% of the entire retail market by next year – worth a whopping $60 billion.

Every year, new trends and technologies emerge to define the e-commerce landscape. For retailers to stay ahead of the game, it pays to pay attention to these changes. While some transformations made by the pandemic in consumer psychology and behavior were permanent, others are momentary. Here are five predictions we’ve narrowed down for the upcoming year.

1. Optimized operations and real-time data analytics will remain vital.

Data reveals everything. Smart retailers today use data to identify which products are selling well and which ones aren’t. They use it to improve inventory and supply chain management, and understand what customers are searching for – all in real-time. With data analytics, you can get actionable insights on essential focus areas to best determine promotions, sales, and discounts. Analytics can even get you ahead of the curve. If you know that a certain trend is going to become more popular in the next few weeks, you can anticipate higher demands and tweak your purchasing decisions accordingly.

2. Upselling and cross-selling will become smarter and more advanced.

Smarter tools such as data analytics and artificial intelligence are a boon for cross-selling and up-selling. Almost two-thirds of smartphone users show increased tendencies of purchasing from a company whose apps and mobile websites offer recommendations. In fact, one out of two consumers have admitted to buying a product they never intended on purchasing, thanks to personalized product recommendations.

With better tools like these, e-commerce brands can now make more accurate predictions of consumer behaviors and patterns, and find smarter strategies to cross-sell and upsell their products. With highly accurate product suggestions as well as complementary items, your brand can do more than just rely on past data and search histories.

3. Social shopping and live shopping will take a larger slice of the cake.

Digital shopping is evolving every day. Social media and live streams are becoming a hotbed for e-commerce – with consumers and brands frequenting social shopping platforms such as Instagram Live, TikTok Live, TikTok Shop, Amazon Live, and Twitch to make purchases. Many consumers today rely on their social feeds to search for products, get recommendations, and make purchases. Gen Z in particular depends more on TikTok than Google for product search and recommendations. It is estimated that global sales made from social media platforms accounted for $992 billion this year. By 2026, this number is expected to reach $2.9 trillion!

Why has this happened? As opposed to older generations, younger people prefer authenticity and trust when making a purchase. They would rather listen to a friend or an influencer they like and trust instead of an ad pushed by a company. So if you’re a brand considering foraying into social commerce, align your marketing strategy with the platform in question. What products would you sell? How would you sell them? Who are the best spokespeople for your brand? These are a few starter questions that will put you on the right path.

4. With inflation on the way, research will become paramount.

Global recession forecasts are casting dark clouds over every industry and sector, and e-commerce is not immune to it. What does this mean for e-commerce businesses? Consumers will spend more time on research and less money on shopping. Brands that prioritize marketing and ensure that all the necessary product information and promotional content is easily searchable by consumers will gain an advantage. If you’re putting in the work to make decision-making an easier and faster process for the consumer, you win.

That’s not all. Since inflation comes with greater costs for businesses too, it might be prudent to keep an eagle eye on the expenses of digital fulfillment. Owing to the rising costs of shipping and delivery, e-commerce businesses will have to rethink their fulfillment strategy to optimize costs.

5. Voice search will contribute more to e-commerce

When it comes to making online searches, voice commands are becoming commonplace. At the 2021 Google for India event, it was revealed that Indians use voice search at almost 2x the global average. In fact, queries through voice search are growing at a stunning 270% every year. In addition to the increasing penetration of internet access and smartphones, the reason for this quick adoption is the integration of regional languages in voice assistants.

Voice search opens up new paths for customers to find products, especially when they’re not exactly sure what they’re looking for. While still in its nascent stages, voice search will become more advanced and more accurate. So if you’re keen on adopting the latest trends, it is wise to consider optimizing your e-commerce listings to voice search.

Ready to get ahead of the trends and change the game? Get in touch with the experts at Tenovia today and take your e-commerce business to the stratosphere!

Leverage the Power of Social Media and Analytics with Tensight

Counted among the top 10 economies in the world and slowly inching towards becoming the most populous, India shows immense potential for social media adoption. A Statista report claims that by 2025, India will be home to almost one billion social media users.

It’s not just casual users. According to the Internet and Mobile Association of India (IAMAI), over 346 million Indians are actively engaging in online transactions such as digital payments and eCommerce. To put it into perspective, this number is higher than the entire population of the United States. Soon, India’s web user base will become the third largest in the world – closely following the United States and China.

How did this rapid digital revolution come about?

The answer is a combination of a few catalysts. With the introduction of affordable, high-speed internet about a decade ago, people in every corner of the country have been able to browse the web for entertainment and shopping. This has helped sellers and buyers alike. In addition to that, the increasing number of players in the affordable smartphone market has further pushed the pace of adoption. By 2040, it is estimated that India will be home to over 1.5 billion smartphone users.

As people become more accustomed to the connected way of life – be it for shopping or entertainment, news or socializing – new patterns emerge. Digital buyers command a unique form of marketing, engagement, and collaboration procedure.

Naturally, it’s smart to take advantage of the social media wave. Many businesses already are. It is estimated that even the top businesses are allocating 15% – 20% of their total marketing spends for social media marketing alone. Through social media, brands can gain access to large pools of consumers and deploy targeted messaging based on relevant interests. What remains the same is the dislike for interruptions, especially by advertisements. This is where analytics comes in.

Here are five reasons social media analytics can be good news for you.

Boost customer acquisitions

Social media analytics can help you map your customer’s journey in detail. Given that your customers are the backbone of your organization, this is a necessary step. By closely planning and managing their journey – from awareness to purchase – you can engage with them consistently and encourage brand loyalty.

Optimize product launches

With the help of analytics, you can identify emerging trends and get in on them early. It also allows you to discover market opportunities that were previously unknown and minimize risks.

Protect your brand’s health

Want to know what’s good for your brand’s health? A happy customer. Every single interaction and touchpoint you have with your consumer contributes to your overall brand experience. That’s why brands are working hard to gain positive consumer sentiment. After all, brand perception – often in the hands of the consumers – is one of the biggest factors that contribute to your bottom line. With social media analytics, you can predict and pre-plan your touchpoints, even if it’s just a direct message.

Enhance campaign performance

Analytics teaches you everything you need to know about your audience – from their likes and dislikes to habits and patterns, and more. With the right insights, you can craft more relevant and effective campaigns. What’s more, real-time social media analytics also teach you what’s not working and allow you to adjust your campaign at any time.

Reduce customer care expenses

Customer care is very different today. They are no longer limited by time or medium. When there’s an issue, today’s consumers don’t hesitate to call out brands, expecting answers and quick resolutions. What’s more, it’s no secret that brands have considerable data on their consumers, so it is only wise to leverage this data to build stronger relationships. With analytics, you can consistently monitor what your consumer needs and bring in opportunities to address these needs and issues.

Make way for Tensight – your social media analytics partner

Oftentimes, there is a gap in understanding how a successful social media campaign affects online sales. While there are a few ways you can get this data, you may not always get actionable insights, for example, associating a specific influencer campaign with your sales. What you need is a simplified tool.

With Tensight, you can bridge this gap by getting centralized metrics from various data sources that help you better visualize the impact of your campaign on cross-functional departments. On our unified marketing platform, you can view the performance metrics of your campaigns across various marketplaces and social media platforms, measure your brand’s share of voice, and quantify just how impactful your campaign has been.

More importantly, you can track your competitors’ campaigns, prices, and offers on a daily basis. You can also see new product launches and receive near real-time inputs on your own. Tensight allows you to collate all key metrics from your own site and track the results of your paid campaigns.

If you want to take your business to the next level, reach out to the experts at Tenovia today!

The Role of Social Media in the Creator Economy

Until recently, mainstream media was run by a few major players. Be it entertainment or news, most of us read, watched, and heard content from a few companies. And if an individual wanted to start a conversation or contribute to one, they had to do so as a part of these companies.

With the advent on the Internet however, all this has changed. Media has now become decentralized and democratized, allowing anyone with an internet connection to make their voice heard. What’s more, the content created by ordinary individuals is being consumed at an accelerating pace. Moving on from traditional TV, cinema, radio, and newspapers, social media apps such as YouTube and Tiktok are giving millions, if not billions, the platform to create and share content. This is now being called the creator economy.

What is a creator economy?

Defined simply, a creator economy is an Internet-driven economy that includes millions of people who create content and use tools and software to grow their audience and make profits. This group of creators include bloggers, artists, social media influencers, videographers, etc. In such an economy, creators earn from their audience directly. In between creators (entrepreneurs) and audiences (consumers), lies the opportunity for companies and advertisers who market to and through these creators.

As opposed to traditional media which had pre-determined and oftentimes rigid content and programming, the creator economy creates space for all kinds of niche content that interests social media users – be it through short-form audio and video content, podcasts, social commerce, and live streams. So today, instead of watching the same few channels and content on traditional media, we now have millions of unique content themes catering to audiences with niche interests.

How social media role plays a vital role

While the creator economy was around in its nascent form with the invention of the Internet, it has become the juggernaut it is today due to social media. Forbes reports that globally, there are over 50 million creators across social media platforms such as Instagram, YouTube, TikTok, and Twitch. Another factor that catapulted the popularity of the creator economy is the COVID-19 pandemic, during which many people staying home found new ways to put out content and create new streams of income.

According to Statista, India is home to over 900 million active internet users. By 2025, 67.4% of Indians will be on one or more social media platforms. While television still takes the lion’s share of consumption across the country, use of social media through smartphones and laptops/PCs are increasing markedly. The average social media user in India spends almost 2 hours every day on various social media platforms. Needless to say, the potential for businesses to take advantage of the growing creator economy is huge.

Leverage the creator economy to your advantage

When it comes to social media, viewers prefer to consume content from ‘people’, not ‘brands’. That’s why very few brands have managed to find success on social media platforms. But you can always tap into the creator economy with social campaigns and influencer marketing. Content creators can be effective liaisons between brands and customers because they:

Keep their fans engaged with regular interactions and targeted content
Create more compelling advertising by customize your brand’s message to their niche
Offer higher conversions due to their established relationship and trust with followers
Effectively target millennials and Gen Z customers, who are more likely to engage

Content creators are also more effective in advertising a brand as they are a departure from the traditional push marketing strategies. Today, consumers prefer to engage with a brand and associate on a personal level before they make a purchase. As a brand, you can effectively monetize niche content from these creators and influencers through various mediums such as:

Product placement – whether through subtle plug-ins within the content or shown as a lifestyle choice of the influencer
Sponsored content – an effective way to improve your brand awareness across channels
Merchandise – co-branded merchandise designed with the creator can help them monetize their following further and boost sales for you
Live and virtual meets – live events at physical stores in collaboration with content creators can boost brand awareness and sales at turbo speed
NFTs – creating exclusive paid experiences with co-branded NFTs can grab the attention of tech-savvy audiences, especially if your category is compatible with the space

Get started today!

If you’re yet to explore the world of content-driven marketing or simply want to fine-tune your efforts, we can help you. With Tenovia, you can leverage the power of social media in the creator economy – gleaming invaluable insights from audience measurement and forecasting, re-engagement strategies, ad creation services, and data-driven reporting.

Ready to tap into the creator economy? Reach out to the experts at Tenovia and we will take your social media game to the next level!