A Brief Introduction to Amazon Demand Side Platform (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!

Leverage the Power of Social Media and Analytics with Tensight

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.

  1. 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. 

  1. 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.

  1. 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.

  1. 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.  

  1. 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!

A Comprehensive Retailer’s Guide to Flipkart Fulfilment

A Comprehensive Retailer’s Guide to Flipkart Fulfilment

Previously called Flipkart Advantage, Flipkart Fulfilment is an additional third party warehousing and shipping service offered by the ecommerce giant. Instead of handling their own inventory, warehouse, and shipping, sellers can bulk ship their product range to any Flipkart Fulfilment Centre (FC) – their operated warehouse – and store it there. 

When orders come in, Flipkart’s warehouses send these items to the buyers, taking care of everything from product picking, packaging, and shipping. What’s more, Flipkart also manages all product returns – be they from courier companies or customers. 

What are its benefits? 

Managing your own supply chain can be expensive – both in terms of time and money. With Flipkart Fulfilment, you can leverage their state-of-the-art fulfilment centres and established processes at nominal costs, making much higher returns with minimal investments. In addition to a dedicated space in their fulfilment centres, you can also outsource your quality check and packaging to Flipkart and ensure faster deliveries of your products. 

There’s one more substantial benefit to Flipkart Fulfilment – the ‘Assured’ badge. Getting this badge for your products can mean more visibility and credibility, as well as better search rankings on the marketplace. 

Who should consider Flipkart Fulfilment? 

Flipkart Fulfilment is an ideal choice for businesses that:

  • Don’t have a dedicated warehouse at all, or in a metropolitan hub 
  • Have warehouses geared only for large-scale B2B shipments and not day-to-day B2C shipment 
  • Find it challenging to retain warehouse teams 
  • Struggle to achieve quick shipping turnaround time, usually 1-2 days

How does a business register for it?

It’s important to note that Flipkart Fulfilment is offered by invitation only. So how does the company decide which sellers get to use Flipkart Fulfilment? By reviewing your performance metrics on a consistent and proactive basis. But to be in the running for this service, you should also register yourself for Flipkart Fulfilment with the following steps: 

  1. If you haven’t registered as a seller, start by doing that 
  2. Next, express your interest in Flipkart Fulfilment by signing up for it on the ‘Flipkart Seller Portal’, choosing ‘Manage Profile’, and clicking on ‘Flipkart Fulfilment’ 
  3. When you’re approved, you can now register for the service  by choosing Flipkart’s Fulfilment Centre as the principal or additional space to conduct your business 
  4. Within your account, you can then create a consignment for the products you want to ship to their Fulfilment Centre. Once done, you can then ship your products to the designated FC  
  5. Once Flipkart receives your consignment, your products will be put through the necessary quality checks 
  6. If your consignment passes the quality check, it will then be moved ‘inward’ – which means Flipkart will store your products in their FC 
  7. As and when orders arrive, Flipkart will pick, pack, and deliver your products to buyers 
  8. The payment for all your orders will be settled in sync with the regular payment cycle   

What happens next – addressing a few FAQs

  1. How do I ship my products to a Flipkart FC?

Start by logging into your seller panel on Flipkart. Next, follow the step-by-step process provided to create a new consignment. The process is simple and user-friendly.  

  1. How soon will my products become live on Flipkart?

Once your consignment has been delivered to the FC, they go through a quality check process after which they are inwarded and stocked in their warehouse. When this process is complete, your products will be live on the marketplace. If everything goes right, this entire process takes about seven days.

  1. How can I view my inventory in the Flipkart FC? 

Your inventory will be displayed in the seller panel, under the inventory section. Please note that only the products with the ‘Assured’ badge will be visible under the FC. 

  1. How can I recall my products from the FC?

If some of your products have been classified as not saleable, you can recall them from Flipkart’s warehouse by following a few simple steps. Head to your seller panel and choose the following options in this order: ‘Inventory’, ‘All Inventory’, ‘Bulk Recall’, ‘Download Bulk Recall File’. Once you’ve reached this step, you can fill up the file and select ‘Upload Bulk Recall File’.  

Make the best of Flipkart Fulfilment with Tenovia

Flipkart Fulfilment is one of many ways you can up your ecommerce game. If you want to take your business to the next level and maximize your profits, but aren’t sure where to begin, we can help you. At Tenovia, we offer end-to-end ecommerce management solutions – including analytics, marketing, digital transformation, marketplace support, platform-specific solutions, and more to keep you ahead of your competition. That’s not all, we also have an advanced in-house product that gives you actionable insights to benefit your bottom line. 

Reach out to the ecommerce experts at Tenovia to learn how you can push your chances of success.

The Role of Social Media in the Creator Economy

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: 

  1. Product placement – whether through subtle plug-ins within the content or shown as a lifestyle choice of the influencer 
  2. Sponsored content – an effective way to improve your brand awareness across channels  
  3. Merchandise – co-branded merchandise designed with the creator can help them monetize their following further and boost sales for you 
  4. Live and virtual meets – live events at physical stores in collaboration with content creators can boost brand awareness and sales at turbo speed 
  5. 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!

The Rising Importance of Winning the Amazon Buy Box for Mobile And Web

The Rising Importance of Winning the Amazon Buy Box for Mobile And Web

What if we told you that there was a tiny little box on Amazon that influenced 83% of all sales on the biggest online marketplace in the world? It may not look like much at first, but the Buy Box can put your business miles ahead of your competition.

What is the Buy Box hype all about?

The Buy Box is the section on the right side of any product page on Amazon, which allows customers to add items to their cart by clicking on the ‘Add to Cart’ or ‘Buy Now’ buttons. 

But why does it matter so much, you ask? Think about how the average Amazon customer approaches online shopping. When searching for a product, they most likely use generic terms without specifying a brand. They’re also not going to spend too much time scrolling on the product page to find purchasing options. What’s more, they rarely have the option to choose the seller from whom they wish to buy goods. 

So who decides which sellers are featured prominently? Amazon does. Using its algorithm, it displays the best offer for a specific product for that particular shopper, on that day. If you’re in a competitive category, you will realize just how valuable the Buy Box can be for your business – both in terms of visibility and sales.   

So, how does it work? Can you just get a Buy Box? 

The cut-throat competition for the Buy Box and Amazon’s customer-centric approach means that not every seller is eligible to win it. Sellers are constantly trying to win the Buy Box by offering better prices, customer service, discounts and deals, or through other incentives. But it’s never so simple. Amazon only chooses businesses based on select metrics and prioritizes those with the highest chances of success. 

It’s important to note that the Buy Box algorithm works round-the-clock. This means that Amazon is always tracking and assessing your performance, and your competitors’. So, by understanding its algorithm and optimizing your seller metrics accordingly, you can boost your chances of winning the Buy Box. 

Metrics that determine your chances of winning 

In addition to the score based on the algorithm, Amazon also grades you on a few metrics. Here are some of the most important factors you should consider if you’re bidding for the Buy Box. 

  • Seller status: Only ‘Professional Sellers’ are eligible for the Buy Box, for which they pay an additional monthly fee on top of existing seller fees  
  • Performance metrics: The frequency of cancellations, refunds, late shipments, and other essential metrics also determine your chances of winning the Buy Box 
  • Customer feedback: Positive reviews play a big role in landing you the Buy Box as Amazon studies feedback from your customers from various durations (30/90/365 days)
  • Pricing: The Buy Box considers many sellers of each product to determine which one offers the most competitive pricing, inclusive of taxes, shipping, and handling fees  
  • Product condition: The Amazon Buy Box is not eligible for used products; only new products that reach the shoppers untouched and undamaged are considered 
  • Product or order defects: Amazon evaluates your short-term and long-term order defect rates (ODR) and prioritizes sellers with <1% ODR
  • Fulfillment options: Amazon tends to prioritize ‘Fulfillment by Amazon (FBA)’ when deciding your score, so if you’re not using this service it’s time to reconsider 
  • Inventory: If your product frequently sells out, your chances of winning the Buy Box are lowered, so prioritize inventory management 
  • In-stock consistency: Inventory management is also vital to ensure consistency in your inventory stock-keeping 
  • Shipping time: To ensure quick and reliable shipping to its customers, Amazon’s Buy Box algorithm compares your promised shipping time vs. actual shipping time 

One more thing – the Buy Box functions as a rotational model 

Just because you won the Buy Box once, it doesn’t guarantee you the spot again. The algorithm chooses eligible sellers in rotation and switches from one deciding factor to another – be it performance metrics, pricing, customer feedback, or any other. The Buy Box is shared proportionate to the number of contenders for a product. So how well you compete with your rivals determines how often you win the Buy Box. In some cases, the Buy Box can be shared by multiple sellers in a 24-hour window.  

Boost your Buy Box wins with Tenovia’s analytics 

If you’ve been attempting to win the Buy Box without much success, you might need a push with analytics. Through our analytical dashboard, we can determine your Buy Box percentage, study your competitors, and deliver insights on how you can improve your performance metrics. What’s more, our analytical support also extends to accurate forecasting to minimize inventory inefficiencies as well as operational expenses – ultimately increasing your profit margins and sales. Here’s how we helped one of our clients transform their online storefront and win the Buy Box many times over.

Want to get in on the Buy Box action? Get in touch with us and we’ll make it happen!

Winning Strategies for Effective Online Marketplace Management

Pandemic or no pandemic, the popularity of ecommerce platforms such as Amazon and Flipkart has become so widespread, it has permeated all corners and regions of the country. In fact, for many Indian consumers today, these online marketplaces have become their go-to destination for retail. And as they get more comfortable with the process, they expect more. 

Streamlined and personalized customer experiences are the norm today. Needless to say, this rapid adoption of ecommerce means that your business should work even harder to beat the competition and capture more market share. Perhaps one of the most important steps you should take now is revisit and refresh your online marketplace management strategies.  

To the layman, an ecommerce marketplace looks like a neatly arranged virtual storefront with an endless array of products, but the reality is very different. For a marketplace to provide outstanding user experience, you have to understand and utilize the unimaginably intricate network of elements and algorithms it is built on. This endeavor becomes all the more complicated if you’re taking on omnichannel marketplace management, which is the more probable case for your business. 

That’s why we’ve put together a few strategies and management practices to help you make the best of these ecommerce platforms and push your business to the next level. But first, let’s explore some common challenges in marketplace management that you may have faced. 

Challenges

  • Customizing online marketplace listing and rankings

Different marketplaces have unique ways to categorize, organize, and rank products. So it is vital that you tweak your content based on where you’re selling and not limit yourself to a hyper focused understanding of a marketplace. What works on Amazon may not work on Flipkart or another platform.

  • Inefficient and redundant activities

A common challenge businesses listed on multiple marketplaces face is the tedious job of keying in and editing product information over and over again. If you sell multiple products across multiple platforms, this job is not only tedious and time consuming, but also increases chances of human error and burnout.           

  • Inventory mismanagement

It’s quite difficult to have a perfect grasp over inventory. Many businesses are prone to overstocking, overselling, incorrect demand forecasting, and a host of other inefficiencies. And when there are multiple channels involved, this problem can become inflated.   

  • Updates or changes in algorithms 

To improve customer experience, marketplaces are always updating their algorithms as well as listing requirements. If you’re not equipped with a scalable, efficient solution to make necessary changes to your online marketplace listings, it could affect your bottom line from time to time.    

Opportunities for change

  • Standardize your listings and SKUs

Defining a specific format for your SKU codes and product listings will make it easier for your team to track, use, and reference when managing inventory. Make sure to include essential details such as style, size, color, ingredients, or any other attributes that your customers are most likely to care about. While you’re at it, you should also consider standardizing product titles, descriptions, and other necessary details in your online marketplace listing. 

  • Invest in inventory management software 

If your inventory isn’t managed efficiently, you could lose out on many sales – be it because of unavailability, long delivery times, supply chain issues, etc. To avoid these issues, it’s smart to equip your business with an efficient software that can keep track of all your products, update you when you’re running low or when your products are reaching their expiry date, and optimize inventory restocking by detecting purchase patterns, identifying top-selling products.

  • Centralize your product catalog 

It’s easier to manage your listings if all your product data is centralized to a single location. This is especially useful if you’re listed on multiple marketplaces. In addition to serving as a point of reference for your team, it will also minimize other inefficiencies such as logging into marketplaces individually or updating information. Centralizing your catalog will also help you manage inventory, analytics and reporting, and other essential functions from the same place.   

  • Get expert marketplace management services 

As a busy business owner and growing team, you may not always have the time to analyze your business decisions and study the data holistically. In such cases, it may be wise to partner with an expert, like Tenovia. Our marketplace management team will help you prioritize actions based on data analytics and show you how you can create the right organizational structure within your ecommerce vertical, what processes you need to maximize operational efficiency, and how you can optimize inventory, pricing, and other sales strategies.  
Ready to take your online marketplace management game to the next level? Get in touch with us and we’ll show you how our end-to-end marketplace management services will help you achieve your goals on India’s biggest marketplaces!

Dos and Don’ts to Follow When Posting Healthcare Content on Amazon

Even before the pandemic hit, the demand for health products and its subsequent transactions on online marketplaces has been on the rise. From supplements and Ayurveda products that help boost immunity, manage stress and anxiety, improve skin, hair, as well as sleep, more and more consumers in India are looking for ways to improve their overall physical and mental health. And for research, guidance, and purchase, they often go to Amazon.  

But selling healthcare products on marketplaces like Amazon can be a tricky proposition. There are many more rules and regulations you need to comply with in order to sell. And this obviously because the products you are selling are being ingested by consumers or used in a way that may impact their health. It is doubly important to ensure that the language you use in your listings and storefronts is accurate, authentic, verified, and compliant with Amazon and other regulatory bodies applicable to your products.

To minimise the risk of your product being flagged or pulled down, which could not only affect your current sales but also your chances of being able to sell on Amazon later, there are many precautions you should take. And to help you navigate the choppy waters of posting on Amazon, we’ve compiled a healthcare content optimization guide, complete with a list of dos and the all-important don’ts for.  

  • The Dos

Be 100% transparent 

Make sure to include all the necessary information about your products – ingredients, dosage, instructions for use, side effects, and testimonials. You should also include actual photos of your product along with the packaging. If your product is ingestible, specify the exact form it is available, be it a powder, chewable, tablet, capsule, etc.   

Leverage the power of reviews 

When it comes to healthcare products, trust plays a much bigger role in the consumer’s decision-making journey. Along with transparency of information, quality packaging and shipping, good customer service, and other positive interactions will garner you more positive reviews – ultimately increasing repeat purchases and finding new customers. Reviews also give you an insight into how you can improve your offerings. 

Offer subscribe and save options

Amazon’s Subscribe and Save offer has been working wonders for brands since its introduction in 2007. This is especially useful and lucrative for healthcare products that will have recurring purchases. By giving your customers an option to save money, you’re more likely to have them come back. What’s more, the subscription model eases their effort to purchase from you again and again. They can simply choose their preferred delivery frequency and forget about it.  

  • The Don’ts

Don’t make any tall claims 

If you’re selling drugs, medical devices, cosmetics, food and beverages, supplements, or any other health products, don’t make any claims of curing, treating, preventing, or mitigating illnesses or conditions in humans or animals. This goes against RPC rules that restrict products from making claims of treating, precenting, diagnosing, or serving as medicine for any disease. However, if you are keen on highlighting your product’s benefits, ensure that you can substantiate your claims with the necessary notes and documentation. 

Don’t include references to pricing or promotions 

While using keywords and phrases related to discounts, deals, and promotions work especially well for products across categories, the case is different with healthcare. To avoid being flagged off by Amazon, ensure that you refrain from using terms such as ‘free’, ‘bonus’, ‘affordable’, ‘cheap’, etc. While you’re at it, watch out for language that directs or persuades potential customers to make a purchase. That includes avoiding phrases such as ‘add to cart’, ‘buy now’, shop with us’, ‘get yours now’, etc. 

Don’t market your product as a magic cure 

The Drugs and Magic Remedies Act of 1954 monitors the advertising of drugs and other medicinal products in India. It is a cognizable offence to make claims that a certain product contains magical properties. So double check if the product you’re selling violates the DMR Act in any way. 

Don’t mention diseases or conditions in your product description

Avoiding any keywords related to diabetes, cough, asthma, or skin disorders in your item description is one of the major healthcare content optimization challenges on Amazon. You should also steer clear of terms such as ‘anti-aging’, ‘fair skin’, ‘anti-inflammatory’, ‘youthful skin’, etc. In fact, there are over 170 diseases and conditions you should avoid listing: 

  • Alzheimer’s (aka “Alzheimer’s”)
  • Autism
  • Dementia
  • Attention Deficit Disorder (ADD)
  • Attention Deficit Hyperactivity Disorder (ADHD)
  • Depression
  • Brain Disease
  • Brain Disorder
  • Nervous disorders/ Nervous system disorders
  • Fits
  • Hysteria
  • Insanity
  • Nervous debility
  • Insomnia
  • Hyperactivity-sedative
  • Delirium
  • Epileptic fits
  • Epileptic fits
  • Encephalitis
  • Mental retardation, sub-normalities, and mental growth
  • Parkinsonism
  • Epilepsy
  • Astigmatism
  • Bell’s Palsy
  • Blepharitis
  • Cataract
  • Eye disease
  • Dry eye disease
  • Glaucoma
  • Macular degeneration (also called “AMD”)
  • Bacterial Conjunctivitis (also called “pink eye”)
  • Eye herpes
  • Eye occlusions (eye strokes)
  • Fuchs’ Corneal Dystrophy
  • Macular dystrophy
  • Stargardt’s disease (STGD)
  • Blindness
  • Disease and disorder of the optical system.
  • Trachoma
  • Granular conjunctivitis
  • Deafness
  • Ear Ruptures/ Ruptures
  • Stammering
  • Arthritis
  • Rheumatoid Arthritis
  • Psoriasis
  • Osteoarthritis
  • Eczema
  • Lyme Disease
  • Dropsy
  • Gangrene
  • Leprosy
  • Leukoderma
  • Lockjaw
  • Locomotor Ataxia
  • Rheumatism
  • Smallpox
  • Spondylitis
  • Prevent premature ageing
  • Baldness
  • Growth of new hair / hair regrowth
  • Cancer
  • Malignant Tumour / Tumour
  • Benign Tumour / Tumour (examples of benign tumours include moles and uterine fibroids)
  • Leukaemia / Leukaemia
  • Lung Cancer
  • Breast Cancer
  • Diabetes
  • Diabetic
  • Diabetic Neuropathy
  • High Blood Sugar
  • Diabetes mellitus
  • Glycaemic index
  • Increases Insulin sensitivity in diabetes / stimulates insulin sensitivity / maintains healthy insulin level
  • Goitre
  • Fever (in general)
  • Lupus
  • Gastrointestinal ulcers
  • Ulcerative colitis
  • Pleurisy
  • Pneumonia
  • Tuberculosis
  • Typhoid fever
  • Acute Bronchitis
  • Acute Respiratory Distress Syndrome (ARDS)
  • Asbestosis
  • Asthma
  • Bronchiectasis
  • Bronchiolitis
  • Bronchiolitis Obliterans Organising Pneumonia (BOOP)
  • Bronchopulmonary Dysplasia
  • Byssinosis
  • Chronic Bronchitis
  • Coccidioidomycosis (Cocci)
  • COPD
  • Cryptogenic Organising Pneumonia (COP)
  • Cystic Fibrosis
  • Emphysema
  • Hantavirus Pulmonary Syndrome
  • Histoplasmosis
  • Human Metapneumovirus
  • Hypersensitivity Pneumonitis
  • Influenza
  • Lymphangiomatosis
  • Mesothelioma
  • Middle Eastern Respiratory Syndrome
  • Non Tuberculosis Mycobacterium
  • Pertussis
  • Pneumoconiosis (Black Lung Disease)
  • Primary Ciliary Dyskinesia
  • Primary Pulmonary Hypertension
  • Pulmonary Arterial Hypertension
  • Pulmonary Fibrosis
  • Pulmonary Vascular Disease
  • Respiratory Syncytial Virus
  • Sarcoidosis
  • Severe Acute Respiratory Syndrome
  • Silicosis
  • Sleep Apnea
  • Sudden Infant Death Syndrome
  • Bronchial Asthma
  • Varicose Vein
  • Appendicitis
  • Bladder stone
  • Gallstones
  • Hernia
  • Jaundice
  • Hepatitis
  • Liver disorders
  • Kidney stones
  • Piles and Fistulae
  • Stones in gallbladder
  • Bright’s Disease / nephritis / kidney disorder
  • Paralysis
  • Height increase in adults / children
  • Congenital malformations
  • Genetic disorders
  • Improvement in height of children/adults
  • Infantile paralysis
  • Obesity
  • HIV
  • Blood Purification
  • Arteriosclerosis
  • Blood poisoning
  • Disorders and disorders of the uterus
  • Disorders of menstrual flow
  • Disorders of the prostatic gland
  • Female diseases (in general)
  • Forms and structure of the female bust
  • Heart diseases
  • High or low blood pressure.
  • Hydrocele
  • Plague
  • Sexual impotence
  • Stature of persons
  • Sterility in women
  • Venereal diseases, including syphilis, gonorrhoea, soft chancre, venereal granuloma and lymphogranuloma.
  • AIDS
  • Angina Pectoris
  • Change in colour of the hair
  • Change of foetal sex by drugs
  • Fairness of the skin
  • Increase in brain capacity and improvement of memory
  • Improvement in size and shape of the sexual organ and in duration of sexual performance
  • Improvement in the strength of the natural teeth
  • Improvement in vision
  • Maintenance or improvement of the capacity of the human being for sexual pleasure
  • Myocardial infarction
  • Power to rejuvenate
  • Premature greying of hair
  • Rheumatic Heart Diseases
  • Premature ejaculation and spermatorrhoea

Get the Amazon listing optimization experts on your side Perhaps the fastest and most seamless way for your healthcare products to shine on Amazon is to have the right experts manage your product content. At Tenovia, we provide tailored Amazon listing optimization services for your product descriptions, tiles, and listings, and ensure you remain compliant to regulations, steer clear from any possible red flags, and become visible and compelling to your consumers. Get in touch with us today and together, let’s build your healthcare brand on Amazon!

Major Bag Alert: Digital Advertising Spends Are On The Rise

Unlike most industries, India’s digital marketing industry weathered the pandemic with relative ease and came out on top. In the past two years, it has grown at unprecedented speeds for many reasons. Brands who noticed this shifting interest from traditional marketing to digital and adapted quickly saw a world of benefits. 

With the rapid acceleration of smartphone adoption across the country, increased consumption of online content, and more consumers being confined to their homes, digital marketing became more effective than traditional forms of advertising. In fact, global media investment company GroupM reported that digital marketing accounted for almost 65% of all advertising around the world – a significant jump from 52% in 2019. It is also estimated that traditional and digital marketing spends around the world will be worth over $873 billion by 2024. 

In 2022 as well, India will continue to retain its place in the 10 biggest ecommerce markets worldwide and will be the fastest growing. According to RedSeer, India is likely to become the third-largest ecommerce market in the world, taking over flourishing markets such as South Korea and the United Kingdom.    

A large part of these digital ad spends is occupied by ecommerce ads. With fintech and healthcare brands bolstering their online transactional volumes, more categories are setting their sights on ecommerce platforms and increasing their advertising budgets. So if there’s ever a good time to be on ecommerce ad platforms, it’s now. 

What will digital transformation spends in India look like?

Just like the rest of the world, India’s ecommerce industry is growing at a lightspeed. Digital marketing, in particular, is on the verge of a transformation as homegrown brands look beyond age-old social marketing methods. These brands are now discovering new ways to reach their consumer base in various regions. Here are some statistics that illuminate this shift.

  • Traditional to digital media consumption

Research firm Nielsen India, in collaboration with the Media Research Users Council of India (MRUC), conducted the Indian Readership Survey, which revealed signs of permanent change. From 2017 to 2019, consumption of traditional media remained stable. However, digital media consumption shot through the roof.

  • Digital media spends 

According to RedSeer, India’s total digital advertising market was worth $3 billion in 2020, occupying 33% of the market. However in the next decade, it will see a 10x growth and account for almost 85% of the total advertising marketing in the country – reaching an estimated market value of up to $35 billion.  

  • Influencer marketing

A study by Statista showed a marked increase in influencer marketing spends. The total market value of influencer marketing will continue to expand at a compound annual growth rate of 25% over the next few years. Brands are moving towards influencer-led campaigns across scales and are aiming to invest 7-9% of total digital advertising spends. 

  • Exploring other avenues in FY 23-24  

In the next few years, digital transformation spends will not be limited to websites, search engines and social media platforms alone. Ecommerce businesses should start planning for advertising on the Metaverse and ONDC – India’s open ecommerce network, and consider NFTs wherever applicable. That’s not all, tech-forward ecommerce brands will also jump onto the supply chain blockchain bandwagon and explore technologies that can optimize digital ad spends and boost ROI.   

So what does this mean for your business?

Even a cursory glance at these trends will reveal the importance of digital marketing and its impending explosion. With more competitors breaking into the scene across every conceivable category, it is important to have a staggered digital marketing strategy that takes into account existing trends as well as future transformations. 

As an ecommerce business competing in this cut-throat environment, it is obvious that higher spends can increase your chances of success. But it’s not enough to simply increase your budget. Effective ecommerce marketing is about targeting your intended audience accurately and on the right platforms – ultimately improving brand awareness and engagement, and encouraging trials and loyalty. If you’re looking to maximize the value of your digital ad spends, Tenovia can help. 

Our in-house ecommerce analytics platform Tensight helps you make the best of data and tailor effective marketing campaigns that deliver on ROI. In addition to digital marketing campaigns on social media, we also provide solutions for ecommerce platforms such as Amazon, Flipkart, Myntra, Swiggy, Blinkit, Bigbasket, Google, YouTube, OTT, Snapdeal, and Udaan. If you want your ecommerce business to be ahead of the curve when the digital marketing revolution is in full swing, we’ll get you there.

Why Ecommerce Analytics Should Be Taken Seriously In 2022

Why Ecommerce Analytics Should Be Taken Seriously In 2022

In the past few years, Indian consumers have taken to ecommerce like fish to water. With increased digital literacy, greater penetration of high-speed internet and smartphones, as well as government-back digital programs, ecommerce has become a household practice. The number of companies adopting ecommerce to sell products is increasing exponentially. While this means that there is immense potential in the sector, businesses are also competing with more and more brands every day. 

To tap into this opportunity and win over competitors, ecommerce businesses must leverage the right strategies. The bottom line for ecommerce businesses is to maintain high stock availability, optimize marketing and communications, predict risks and pitfalls, and align their strategies with their consumers. They must possess a macro understanding of the ecommerce market and keep growth metrics at the center of their processes. 

Getting a deeper understanding through numbers

According to Statista, India’s ecommerce market value in 2021 was $84 billion and by 2027, it is expected to skyrocket to $200 billion. And this growth has been in the making for over a decade. Way back in 2014 when the ecommerce market was valued at just $3.5 billion, research firm Gartner had reported that India’s ecommerce market was one of the fastest growing in the world and forecasted that it was set to expand 60% – 70% year on year. 

One major reason for this success is the rapid adoption of ecommerce analytics tools that provide quality insights into how customers behave and how you can develop effective strategies to boost revenue. But despite these encouraging projections, there is one major issue that permeates the ecommerce sector – a lack of centralized ecommerce analytics. 

At Tenovia, we conducted a detailed 12-month study to better understand how ecommerce businesses approached analytics. When asked if businesses leveraged real-time data analytics to drive business-critical decisions, 85% responded that they didn’t. In fact, they only used Excel-based reports. Only a small minority employed centralized ecommerce analytics teams to get insights. 91% of businesses also admitted that they would only invest in insights driven by analytics if the data was easy to download through Excel sheets. 

So how can ecommerce businesses bridge this gap?

To help your business keep pace in the ultra-competitive ecommerce market, it is important to arm yourself with ecommerce analytics from data to decisions. Centralized ecommerce analytics tools such as Tensight can provide advanced analytics and insights to help your brand boost profitability and revenues. With Tensight, you can get a centralized view of all your critical KPIs that impact your business and get answers to vital question such as:

  • How effective are your marketing and sales strategies?
  • What emerging data trends and patterns can help you forecast better?
  • How can you use customer data to create personalized experiences?
  • How can you optimize inventory forecasting and pricing?
  • What data-driven insights can help you strategize better?
  • What are the competitors doing differently and are you catching up? 
  • Which channels should you leverage to attract new customers? 
  • What discount strategies are most effective yet sustainable? 
  • Which metrics are affecting your business negatively? 
  • What immediate actions do you need to prioritize? 
  • How can you build a stronger supply chain? 
  • What changes do you need to make to unlock revenue and accelerate growth?

We can help you answer all these questions by giving you an ecommerce analytics tool that can turn data into actionable insights. By integrating it into your ecommerce platform, you can get real-time data, insights, and foresights on your top sellers, set and forecast sales targets, track sales and discounts, as well as a detailed analysis of your campaigns. When it comes to product and merchandising, Tensight gives you access to near real-time feedback across all your channels and provides average product ratings, sentiment analysis, and product reviews. 

Tensight also provides essential data analytics for supply chain and warehouse management. You can easily measure loss of sales, forecast demands and stock replenishment, real-time inventory status across multiple marketplace warehouses, inventory health organized by product, category, marketplace, and warehouse, and more. 

Our technology vertical allows you to track site performance metrics and orders segregated by channel, marketplaces, and sales campaigns. And finally, Tensight can be invaluable in helping plan your marketing and communications across channels. By collating all your marketing data into one centralized location, you can view the performance metrics of all your campaigns simultaneously and measure your brand’s impact across platforms. You can also use Tensight to track your competition’s offers and prices, follow new product launches, and send real-time data inputs to your product and merchandising teams.   
So if you’ve been waiting to make your mark, it’s time to get the Tensight advantage and empower your business with ecommerce analytics from data to decisions.

Ecommerce and the Future of Social Media and Metaverse

Ecommerce and the Future of Social Media and Metaverse

When it comes to online shopping, the exponential growth of technology and changing consumer demands are giving rise to new and previously unimagined changes in the world of ecommerce. The future of social media and ecommerce is all about cutting-edge technology, personalized media and marketing, and creative storytelling – be it B2B, B2C, and D2C.  

How consumer expectations are changing

Despite technological advancements, it remains difficult to make online shopping just as attractive and rewarding as offline shopping. For many consumers, it just doesn’t measure up. And while retailers have tried to bridge this gap with discounts, offers, freebies, and other such strategies, it’s not sustainable. Naturally, the big question is – how can ecommerce businesses recreate the magic of offline shopping and offer customers a smooth, seamless experience? The answer, of course, is in technology.

Ushering in the age of digital realities

Today, real-time interactive content as well as AR filters have become commonplace. From video games and social media to apps and other avenues, most tech-savvy consumers today are familiar with these technologies to some capacity. And with time, these will only get more advanced and more realistic – a potential boon for the future of social media marketing and ecommerce! 

The difference between our digital lives and real lives are becoming blurrier by the day. Virtual assets are just as valuable as physical assets – be it banking (digital transactions and wallets), currencies (cryptocurrencies), or even art (Non-Fungible Tokens and digital art). So the transition to a similar ecommerce model is an organic step up. In addition to the ubiquitousness of AR/VR and other reality-bending technologies, the introduction of 5G and the metaverse are further accelerating our world toward the future of social media.

What is the metaverse?

The metaverse isn’t a single platform or technology, but a combination of tech innovations that work together to mimic real life. Essentially, a virtual avatar that imitates your real persona will experience a virtual world, complete with social as well as economic systems. Imagine taking a walk in the park, hanging out with friends, visiting an art gallery, going shopping, or playing a sport. You can do all of these things in the metaverse – a digital arena that involves AR/VR, NFTs, social commerce, and more.

While the term was popularized by Facebook in 2021, the actual concept originates in 1992, from a sci-fi novel Snow Crash. Along with Facebook, many tech giants are entering the metaverse – from Nvidia and Microsoft to Epic Games. It’s interesting to note that the metaverse can’t really be owned by a single company. Instead, it is considered to be the next stage of mobile internet, where it exists alongside the internet we know today.

According to Gartner, by 2026, 25% of the world’s population will spend an average of one hour in the metaverse every day. This can be for various purposes – from attending virtual meetings and online classrooms to ecommerce shopping, social media, and entertainment.

How will it impact the future of social media for business?

In keeping with the vibe of the metaverse, the goal of ecommerce is to provide a completely immersive shopping experience. The metaverse can leverage VR to make shoppers believe that they were actually walking through a store, ultimately bridging the gap between virtual and real worlds. They can also interact with employees and get hyper-personalized service. This experience can be further ‘augmented’ with AR wherein shoppers can sift through catalogs, pick up products, and interact with content that’s superimposed on real landscapes. What’s more, metaverse could potentially open up opportunities to expand payment options via NFTs.

It’s still early days for the metaverse but it is very likely to evolve and develop into a full-fledged platform in the next few years. And its growth is going to be massive. Bloomberg Intelligence predicts that the metaverse marketplace will be worth a whopping $800 billion by 2025 and over $2.5 trillion by 2030!

The final word on the metaverse of madness

To stay prepared for this futuristic revolution, it is important for brands to invest in certain tools and technologies today. From AR and VR, personalized omnichannel customer experiences, and social commerce to AI-driven analytics and voice-based interactions – the future of social media for business is truly going to change the face of ecommerce. If you want to stay ahead of the curve and adapt your business to these future-ready technologies, Tenovia is the technology partner for you. With our advanced analytics offerings, marketplace support, and end-to-end cross-platform solutions, we can help your ecommerce business embrace the future of social media.