AMAZON INDIA RECORDED 28% growth in advertising revenue in FY23 to reach 5,380 crore from ₹4,171 crore; ad revenues for Flipkart Internet, the marketplace arm of Flipkart, grew 60% in FY23 to reach 3,325 crore.
Advertising monies are increasingly being parked with conversion-based platforms like e-commerce and even social media channels like Instagram, which have made themselves commercefriendly, putting search in the eye of the storm. Quod erat demonstrandum.
If earlier the ratio of search to ecommerce spends was 75:25, the needle has moved to a "60:40 situation", say experts.
Shashank Rathore, vice-president, e-commerce at Interactive Avenues, says there has been a notable upsurge in FMCG, food and beverage and grocery categories in quick commerce. That and changes in consumer shopping behaviour are compelling even traditional brands to prioritise commerce.
"Brands are allocating 30%-40% of their digital budgets to commerce, and this is expected to increase," he says. Remember that while urban-focused brands like Hershey's, The Man Company, and Dyson focus on commerce, mass brands have been more cautious.
هذه القصة مأخوذة من طبعة February 02, 2024 من Financial Express Mumbai.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
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هذه القصة مأخوذة من طبعة February 02, 2024 من Financial Express Mumbai.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
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