Branding In E-Commerce Industry Essay

Individual Essay:

Importance of Branding in E-commerce Industry

ASSIGNMENT SPECIFICATION:

Course
: MSc. In Marketing

Module Title: Integrated Marketing in the Digital Age

Module Code: B9MK106

Lecturer’s name: Shaun Hayden

Word Count: 2500 words

Student Name: Shreyansh Khanna

Student Email: [e-mail]

Student Number: 10184461

Date: 08/04/2015

Table of Content

Heads Page No.

Introduction

3

Key Drivers 4

E-commerce Marketing Trend 6

Indian Perspective E-commerce Industry 8

E-commerce Luxury Industry 9

Conclusion

10

Introduction

The success of any firm is directly proportionate to the impact that it creates on the mind of the customers especially the brand image, which is centric

Nowadays, with everything being digital and fast paced , the new developments in the technology sector has contributed to the e-commerce industry in the field of mobile technology, social media and personalization . These recent developments have bought a shift in the e-commerce marketing strategies.

• Mobile Technology

With smartphones ruling our lives in the digital space mobile shopping or in terms of marketing know as shop as you go has become a key marketing trend. The first digital shopping store was opened in Korea in March’2015 (7)which has been a recent new trend.

As mobile shopping is more convenient and saves time the e-commerce world has created mobile enhanced websites which attracts most of their branding strategies and leading to higher sales. Also, with this new trend mobile advertising is another trend in the digital e-commerce space and is a popular way to do branding and large e-commerce stores are using it heavily to attract customers. Another aspect, which is yet to shape at a larger scale, which is next upcoming trend, is mobile video ads, which will be another changing face in the e-commerce

It has totally re-shaped the economy and adding a huge potential and changing the way business is being done. It has created an advantage for the sellers along with the buyers (8). With the large amount of disposable income the buying power has increased and the goods bought over the internet is more attractive and convenient for consumers across the region.

According to researchers the industry will be seeing a rise from US $5.9b 2010 to US $ 34.2b in 2015 (8). Looking at the changing trends major players like Flipkart, Snapdeal and Amazon have been following asset light model as compared to traditional inventory based model, which has been the turning point with the sector (9). Also, with cash on delivery and 28 days return policy has been the branding perspective within the Indian continent has influenced consumers to buy more online and this branding strategy has been significant to their growth.

According to researchers at Google it has been estimated that the customer base within the Indian e-commerce is be close to 100 million customer base by 2016. The present valuation of the e-commerce industry in India is close to 3billion but with the rapid branding and buying pattern it is expected to reach close to $15 billion by 2016