Infographic: Promoting Bestsellers to HomeShop18’s customers!

Retargeting comprises 30 percent of HomeShop18’s web traffic today. Vizury has been a proud partner in HomeShop18’s immensely successful retargeting campaign.

 

“Retargeting helps us get back the customer that we might potentially lose as this person has already been to our site before.”, says Piyush Bhargav, Vice President for product and marketing at HomeShop18. – HomeShop18 Taps Vizury for Retargeting Efforts , Clickz

 

Here’s an interesting infographic which shows how we promoted bestsellers to the customers of Homeshop18. Tell us what you think!

 

IND Homeshop18Post

 

If you want to reuse this infographic, please write to marketing@vizury.com for the terms of use.

Introducing Vizury MobiConvert

Mobile re-targeting with Vizury MobiConvert

We at Vizury are happy to announce the latest addition to our product offerings – Vizury MobiConvert, our mobile retargeting solution. MobiConvert helps online advertisers re-target users who have dropped off from their mobile website.

Emergence of Mobile Commerce

Mobile devices are more than mere communication tools today. A wide array of activities like browsing, e-mails, gaming, shopping that were possible using a computer can now be performed using a mobile device. Globally, smartphones and tablets are now contributing to roughly 25% of the user traffic on ecommerce and travel websites. Sales through smartphones and tablets contribute to around 15% of the total online sales. With the rapid adoption of smart phones and tablets across the globe, these numbers can only go north.

Online sales through mobile devices as a percentage of the total online sales in U.S.

Mobi Graph

Challenges in Mobile Web Marketing

Mobile marketing is relatively new and advertisers face several challenges to run an effective mobile marketing campaign. Some of them are:

  • Advertiser’s and Publisher’s mobile presence is fragmented between mobile web and mobile apps.
  • Identification of a user across mobile web and mobile app and messaging across these two channels.
  • Identification of users across multiple devices (such as mobile, desktop) and messaging across channels.
  • Patchy support to cookie and other tracking mechanisms on mobile browsers and apps.

Vizury MobiConvert is the first step towards solving these challenges on mobile devices. Advertisers can enjoy the benefits of Vizury’s fully-managed, industry specific, dynamic retargeting services for their mobile websites with Vizury MobiConvert.

Vizury MobiConvert enables advertisers to:

  1. Record anonymous user behaviour (without collecting PII data) on the advertiser’s mobile website such as products viewed, duration of visit, drop off page etc.
  2. Use this user behaviour data to create and display customised ads for an individual mobile user and hence drive revenue and conversions.
  3. Customised banners for mobile display banner sizes using HTML5, a technology that will work across mobile devices.
  4. Have an excellent reach on mobile devices due to the mobile and tablet specific inventory partners that Vizury has on-boarded via RTB & Non-RTB connections.
  5. Maximize mobile marketing returns and overall ad-spend efficiency by identifying users across mobile websites and apps.

Launching Vizury MobiConvert

After the initial design and development, MobiConvert has been in a limited beta stage for the last three months. During the beta launch, we could run a few campaigns for the mobile website of a leading e-commerce shoe retailer and observed the following results:

  1. CTR of our mobile banners were more than twice the CTR of the advertiser’s desktop retargeting campaigns.
  2. A 10% increase in the conversions on their mobile website.

Vizury MobiConvert is now ready to take on the world stage, keep watching this space for more updates on MobiConvert.

 

Useful Resources

  1. About Vizury MobiConvert
  2. Contact the MobiConvert team
  3. MobiConvert Brochure
  4. MobiConvert Tags
  5. MobiConvert Feeds

References

Data source: www.emarketer.com

Cross-Channel Advice for Airline Marketers

 

Customer experience and continued engagement have always been a pre-requisite in the airline industry worldwide. While in the past, airlines have accomplished customer delight through loyalty programs, the digitally connected world today presents manifold opportunities to maximize Customer Lifetime Value. With a maze of online – offline touch points and personalized experiences that customers have grown to expect, customer delight has taken on a whole new meaning and hence the need for a renewed cross-channel marketing strategy with data at the crux.

Here’s an example. Ben looks for flights to Amsterdam on an airlines desktop website and then drops off. Later, as he browses a news website on his phone he notices an ad offering great discounts for flights to Amsterdam. He clicks on the ad to complete his bookings. Ben has used two devices from search till purchase. He may have interacted with the airlines through other touch points like a kiosk at the airport, loyalty program, past bookings etc. Which means that Ben could be scattered all across the airlines customer data base. In the absence of a cross-channel marketing strategy, the airlines will know Ben as MOB123 on mobile, USER001 on the desktop and TBXYZ on the Tablet. The airlines also knows Ben’s email id as ben@hisid.com submitted by Ben during one of his flights. The challenge for most airlines today is joining these dots and connect MOB123 – USER001 – TBXYZ – ben@hisid.com to understand Ben better and offer him a continued brand experience across devices and channels.

The need for a cross- channel marketing strategy?

  1. Creating personalized experiences spanning across channels tops every marketer’s wish list and rightly so. Pertinent cross-channel messaging is essential to establish a connect with customers in a crowded digital space.
  2. Happy customers = loyal customers. A satisfying end-to-end experience guarantees repeat bookings and airlines will know this better than anybody else? While loyalty programs and coupons are designed to promote repeat purchases, personalized attention to customers can do wonders in terms of boosting loyalty.
  3. Understanding your users better will help you understand your business better. For example, once the user behavior data across channels has been aggregated the airlines might realize that the most searched route has very few flight options while a less popular route offers too many flight options!

Here are 5 things to remember about cross-channel marketing for airlines

  1. Multiple transaction points result in silo-ed user data amassed with the airlines. In addition, internal data like loyalty programs, CRM will typically have a vast user-pool. While this repository of data can be extremely valuable, in most cases it is unused. Converging all of this data onto a single data management platform helps airlines unify user identification. The success of a cross-channel marketing campaign heavily depends on how well data from different sources are integrated together.
  2. Now that you know your customers better, it should be simpler to reach the right user with the right message on the right channel. A customer-centric approach is quintessential as it allows airlines to build a unique experience for every customer.
  3. Social networking channels like Facebook have the most engaged audience. Also, with customers frequently switching between desktop and mobile devices, social media is perhaps the most effective cross-channel marketing tool. Targeting users on their most frequented cross-channel touch points helps airlines with greater reach.
  4. Let’s say Ben who had searched for tickets to Amsterdam on his desktop, has later booked the flight using his mobile. Wouldn’t it be annoying if Amsterdam flight ads continued to greet Ben everywhere on the internet? Campaign tracking, performance measurement and attribution must go cross-channel as well.
  5. Starting with desktop and social media to the fragmented mobile sphere with web and apps, every channel is powered by a unique technology. Therefore, your ad tech partner must support ads across all formats and technologies.

As the digital world churns out new channels it is evident that airline companies must evolve a marketing strategy that is flexible and can accommodate new channels. With an integrated cross-channel marketing approach airlines could go beyond the device, channel boundaries and stay with their customers at every step of the journey to purchase.

Originally posted on Campaign Asia

Infographic: China eCommerce User Behavior Trends

With more than 200 million users buying goods online, the Chinese eCommerce market has the world’s largest number of online buyers. In 2012, users bought goods worth $200 billion through Chinese eCommerce sites. Almost, 1 billion more people are expected to make online purchases this year and hence the market still has big potential for growth. In next few years, China is expected to become the world’s largest eCommerce market, overtaking America. According to local government report of CNNIC, clothes and shoes are the most frequently bought products. Almost 82% of online shoppers bought shoes or clothes in 2012.

 

Vizury works with some of the largest apparel (clothing, shoes, accessories) eCommerce clients in China. In last 2 years, we have analyzed user data for 100+ Chinese eCommerce customers and the analysis of user behavior threw up trends that were unique to this country. These trends are presented below in the form of an infographic. Do tell us what you think!

Infographic on user behavior on Chinese eCommerce websites

 

Contributors:

  • Campaign data integration and analysis: Abhishek Verma
  • Infographic design: Viju K Balan and Sarath MS

If you want to reuse this infographic, please write to marketing@vizury.com for the terms of use.

Verticalization: The Need For Industry-Driven Retargeting

At Vizury, we pride ourselves in our ability to treat the needs of advertisers from different industries differently. Consider WebConvert, our flagship product for e-commerce and travel advertisers. At its core, it enables advertisers to retarget their website drop-offs through highly personalized dynamic banner advertisements. However, the product manifests itself in unique ways for different industries through features that are weaved into the core algorithms and are derived from a deep understanding of the industry. We call this “verticalization” and in this post, I’ll explain how we do this with examples.

 

Before we go ahead: why verticalize at all? Two reasons, both of which are pretty obvious.

 

Firstly, users of different verticals exhibit fundamentally different buying behavior. Nearly half the conversions on baby product websites happen within half an hour into the session. We call this the “busy parent syndrome”! Log in, order the diapers you are rapidly running out of and get back to the kid who has wandered dangerously close to the stairs (been there)! Apparel shoppers, on the other hand, look at nearly two dozen products before making up their mind and quite often delay purchase if they don’t get a size/color of their choice. Understanding and factoring these behavioral traits is critical to drive performance.

 

Secondly, marketers have a nuanced and innate understanding of the connection between the products they are selling and buying behavior. A fashion retailer’s understanding of seasonality is different from that of an online travel agency (OTA). The nature of discounts and how it influences purchase is also different across industries. A one size fits all approach would fail to factor these rich insights

 

Now, back to the original question, how do we verticalize across various components of WebConvert? We do it at three levels explained below with examples from different industries

 

Targeting/bidding algorithms

  • Airlines always see certain routes converting better and faster. New Delhi to Mumbai is one such route in India. In Brazil, an example would be Sao Paulo to Rio. We are able to differentially target users who searched for these “busy” routes
  • For an OTA, a user searching for a four night stay is inherently more valuable than one searching for an overnight stay. We use number of nights as a crucial indicator of value and bid higher on exchange requests for such users.
  • For real estate/classifieds, city and area combinations often indicate value/likelihood of conversion. In Japan, for instance, real estate searches revolve around the nearest metro station. Again, we are able to target such users more aggressively.

Messaging algorithms

  • Airline buyers base their decision on route/airline/date and time/price. Vizury’s banner templates can show multiple airline options in and two days on either side of the date of intended travel
  • Fashion and many other e-commerce buyers find it useful to understand what other users similar to them found interesting/valuable – which Vizury leverages through collaborative filtering algorithms

Special features/processes

  • Airlines advertisers offer destination based discounts. And these are pretty complex combinations of source and destination. E.g. discounts to a specific city, to a continent, discounts for flights originating from a country etc. Mapping a single source-destination search to such available discounts and picking the right combination is immensely valuable to both the advertiser and the end user
  • For our daily deals advertisers, communicating the urgency of a relevant deal by pointing out the time left is crucial. We are able to replicate the reducing time counter seen in these sites on our banner advertisements giving the user a seamless experience closely reflecting the website experience
  • Most marketers work on a very specific calendar. Online fashion retailers have seasonal arrivals and end of season sales. With close strategic engagements, we support these offers. Travel advertisers often have festival based marketing activities. A great example is the carnival in Rio. For nearly two months before and leading up to the event, interest and conversions on international routes into Rio see a significant spike.

How is verticalization possible from a product perspective? Right from day one, WebConvert’s platform was built to be able to collect and abstract user behavior variables across different industries. And then feed them in meaningful ways to our algorithms. At the same time, the backend is flexible enough to accommodate different types of data/discounts that advertisers provide over and above their product catalog.

 

Verticalization creates customer and user delight and for this reason, it has always been and will continue to be at the heart of every decision we make.

 

Later this month, Vizury will be publishing a white paper on “Industry-driven retargeting”. So if you are interested in this topic, do keep watching this space.

Solving The Mobile Web vs App Puzzle…

‘If your plans don’t include mobile, your plans aren’t complete’ – Wendy Clarke, VP Marketing, Coca Cola.

When the VP Marketing of Coca Cola says something, I’d listen to her.

This is not just a fancy quote. It is backed by some solid facts. Let us look at the mobile internet scene in India for instance,

57% of internet users search for content online with their mobile and 58% of users use mobile to purchase products. These are numbers from 2015. India is a massive market for the new age internet consumer.

There are 110 million active mobile internet users in India as of March 2015. 90% of this user base uses mobile app while the remaining 10% uses mobile web. While 10% is a small number, it still amounts to 11 million users.

Mobile is here to stay. And grow. Exponentially. You need to catch up soon if you haven’t already jumped on the wagon.

Cookies on web work perfectly to capture customer or prospect behavior. But, throw in mobile and this gets complicated. The mobile browser uses a ‘cookie’ to identify users whereas the app uses something called a ‘device id’. There is a good chance that one user could be identified as two different users. And you end up serving two different ads to the same person, thereby defeating the purpose of targeted ad spending.

This problem however, can be solved. Here’s a quick presentation on how the mobile web vs app puzzle can be efficiently cracked.

You can now reach your target audience with greater accuracy and realize better ROI on your ad spends.

HTML5 is In. Flash Out!

 

Html5 and flash blog

Google Chrome announced that they will ‘intelligently pause’ Flash content that is not central to the webpage. The central content though will run seamlessly. For example, animations on an ad will not play unless the user clicks on the ad. A second click will then take her to the landing page. This essentially renders Flash ads ineffective since it isn’t capable of capturing eyeballs anymore. With this update Chrome will optimize the battery consumption of devices – studies reveal that Flash video reduces battery life 17% more than HTML5 on laptop and 12% more on tablet. Chrome will go live with the update in September 2015.

We at Vizury couldn’t agree more with Chrome. We have been advocating the principle of universal technology across devices and platforms for a while now. On those lines, HTML5 has always been our preferred ad platform for the obvious reason that it is much more powerful and efficient than the alternative.

Here’s a quick comparison that tells you why?

Html5 and flash comparison (1)

That’s not all. Here are five more reasons why we love HTML5:

  • HTML5 is absolutely mobile friendly. Mobile browsers are compatible with HTML, therefore creating mobile-ready content is that much more easier. 50% of internet users use mobile as the primary device for browsing the internet. With mobile dominating the mobile space in terms of content consumption and online transactions, HTML5 is clearly the way forward.
  • HTML5 is responsive to the screen size of your device, Flash isn’t. Users can always have access to the best available version of content on any device they prefer. Your ads will look great, irrespective of where the user views it.
  • Plays videos, animations and music without any additional plug-ins. Developers can use JavaScript to create graphics and animations.
  • Adapts to the browser you use and optimizes content accordingly – no restrictions there either.

And… HTML5 is free 🙂

We at Vizury believe that ensuring a superior user experience is vital and ROI will follow. The brands we work with also concur with our belief to place users at the center of everything we do. By September 2015, all of Vizury’s campaigns will work with HTML5 ads. Our campaigns will be perfectly compatible and run seamlessly across devices, platforms, browsers and screen sizes. This, we believe is yet another step in our march towards offering a flawless brand experience that is not bracketed into channels and devices but spans across the digital world.

Beyond Installs|Advertising in The App Only World

 

Beyond Installs_Vizury Event

 

 

 

 

 

 

 

 

Beyond Installs is an exclusive invite-only event hosted by Vizury and Apsalar for the mobile marketing leaders of India.

India has about 110 million mobile internet users as of March, 2015. 90% of them use mobile apps to consume content and make transactions. However, more than 50% of them never come back to an app once downloaded. Smartphones these days are crowded with apps but very few of them are used on a regular basis.

‘Number of installs’ as a metric becomes irrelevant to measure app performance anymore.

So, how do you get your users to come back to your apps? How do you engage them and prompt purchases?

To keep pace with the digital marketing which is quickly moving towards an ‘app only’ world, you need to be able to answer these questions.

‘Beyond Installs’ gives you just that – answers.

Vizury and Apsalar bring together the thought leaders from Myntra, Ola, Freecharge and Times who have cracked the app marketing puzzle. They will share their experiences and give insights into the best practices of the industry.

They will help you look beyond installs.

You can listen to some intriguing path breaking stories, ask your questions and take away great ideas. You can also get your hands on the exclusive Mobile Commerce India – 2015 report.

It is happening on Friday the 31st of July at JW Marriott, Bangalore and Tuesday the 4th of August at the Leela Ambience, Gurgaon.

Agenda – Bangalore – Friday, July 31

blore agenda

 

 

 

 

 

 

 

 

 

 

Agenda – Gurgaon – Tuesday August 4

gurgaon agenda

 

 

 

 

 

 

 

Venue details

JW Marriott – 24/1, Vittal Mallya Road, Bengaluru, Karnataka 560001

The Leela Ambience – Ambience Island, National Highway 8, Gurgaon, Haryana 122002

Any questions, write to us at beyondinstalls@vizury.com

Building Conversations beyond Ads

By 2017, the earth’s population will be 7.5 billion. The number of app users is estimated to reach 4.4 billion. That’s 60% of the earth’s population.

Mobile apps are the way ahead. If you are a brand and if you don’t already have a mobile app you probably want to hop on the wagon if you have any intentions of not going extinct. People spend 90% of their time on the mobile app and 10% on mobile web. This ratio is set to skew even more towards the app in the coming days. As of June 2014, more than 75 billion mobile apps had been downloaded from the Apple App Store.

Having said that – getting users to install your app is the easy part. The real challenge comes when you have to retain users and engage them on your app and ensure they transact. Otherwise you can have a million app installs and it would mean nothing to your brand.

Build-Conversations-Beyond-Ads_Twitter-image

The line between engaging your users and annoying them to the extent they uninstall your app is very thin. Let us look at a few things which will help you tread that line with elegance.

Engaging the mobile customer

  • Get buy-in, not push-back: Connect with your app users, make sure they never leave. Deliver a personalized experience that they will love to make sure they stay hooked on. Gather cross-channel behavioral attributes and build customer personas that will help you understand your customers better. Deliver personalized messages and offers for every customer, give them a reason to come back to your app.
  • Make ‘idle’ active: Did you know that just 1/4th of mobile users access an app more than once? Bring back your inactive users to life. Use your data to nurture cross-channel conversations. Communicate with them in places and ways they like. Go mobile-friendly and use technology that is compatible with mobile and renders flawless content. Make it personal – speak their language with customized messages based on intent, inactive period and purchase cycle. Fast-track purchase journey and keep it going.

Where your customer goes, you go!

  • Unify conversations, unify your brand: Meet your customer wherever he is with one single message across channels and devices. Get personal. Drive a consistent message across mobile websites, apps, social, email, sms, push notifications. Real time omnichannel personalization is the way forward. Get on it early to make the most of your marketing dollars.
  • Let your owned media do more: Exhaust your owned media before you spend money on paid marketing channels. Deliver customized messages in real time on your own channels like website, email and social media. Measure the response across these channels before you shift to paid channels and optimize your spends. Spend where it matters.
  • Talk to your customers where they like it: If your customer responds with enthusiasm on Facebook, do not send him emails. If he responds to email campaigns, do not spend money on display ads. Serving ads to your customers on their most frequented channels and get better at conversions.

Just an ad thrown at the customer isn’t going to cut it anymore. To remain relevant, you need to engage in meaningful conversations with your customer that would help them move up the purchase cycle.

Originally posted on NASSCOM

Vizury Head HR Ranked Among the 100 Most Influential HR Professionals in Asia!

We are thrilled to announce that Pradeep PG who heads our HR team has been ranked among the 100 most influential HR professionals in Asia at the Asia Pacific HRM Congress 2015.

The 100 MOST INFLUENTIAL HR PROFESSIONALS IN ASIA is intensely researched. Their research cell consists of experts in the field of management and the shortlist is then reviewed by a Jury comprising of senior professionals from across the globe. The criteria for shortlisting included looking at things from a strategic perspective, impact of HR on the organisation, an ability to sustain etc. among many others.

Congratulations Pradeep and keep going! Here are some pictures from the event:

KRJ_6988Pradeep- Top HR Professionals in ASia

This year’s largest Mobile Event in SF is here!

2016 is an ‘appy’ year! What are you doing differently on Mobile?

Vizury, in partnership with Leanplum and Apsalar bring to you the largest mobile event in San Fransisco- The Mobile Resolutions 2016. Are you an app marketer? Then this event is for you. You get to discuss the growth of mobile and listen to experts about what they plan to do differently this year. The stellar panel includes:

Manish Chandra – Founder and CEO of Poshmark
Peter Morelli – VP of Engineering for Lyft
Nikhil Raj – Cofounder Comp Genome and Venture Partner at Commerce Ventures. Previously VP of Advertising Technology, Walmart eComm
Alessandra – Sales Director of Marketing for Smule
Manu Sharma – VP Growth and Data Science for Shopkick

Mobile Resolutions 2016 is going to take place the evening of January 14th at 620 Jones Bar. It’s free, so register before space runs out.

RSVP now

More details on the event:

Thursday, January 14th from 5:30–8:30PM

Location:
Jones Bar
620 Jones Street
Just 3 blocks west of Union Square in the SF Financial District

Memoirs from Mobile Resolutions 2016

Memoirs from Mobile Resolutions 2016

Mobile Resolutions 2016 was a massive success and thank you, app marketers for making it that. 2016 could not have gotten to a better start with more than 150 app marketers from the US under one roof. In case you didn’t manage to get a copy of the ‘9 Mobile Learnings from the East’ report, you can download it here.

With industry stats and 9 crucial lessons from the East which has cracked the app marketing puzzle, you can’t afford to miss this one.

Here are some cool shots captured on the day.

mobile_resolutions_2016_welcome_card

mobres

mobile_resolutions_2016_app_marketers

mobile_resolutions_2016_panel

mobile_resolutions_2016_app_panel_2

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