At the first edition of WPP Commerce in Mumbai, Social Samosa gets in conversation with CVL Srinivas, Country Manager – India, WPP.
Speaking about the e-commerce industry and the marketing trends shaping it, CVL Srinivas sheds light on omnichannel shopping, experiential commerce, and changing marketing landscape with the evolving consumer.
Summarizing the Indian online shopping landscape, Srinivas shared that India has over 100 million online shoppers in India, 500 million transactions have happened this year, and the total volume of sales is close to 900 billion rupees.
One of the recent trends seen in the Indian e-commerce space has been bigger players dipping into original content within their app’s UI. While Zomato roped in travel and food influencer duo – Rocky and Mayur, Myntra has been creating original content with Sonakshi Sinha.
Commenting on the trend, Srinivas shared that what used to be push content is content in various shapes and forms that can be personalized, it can be changed in real-time. “In a market like India, its, not just one language but many regional languages, which makes it challenging yet gives an opportunity for brands to connect with consumers across full funnel.”
Srinivas concludes with digital marketing trends he foresees in 2020:
- Biggest challenge and opportunity is that consumer is always on and flirting between different touchpoints, not acting in a sequential manner when it comes to buying. Going forward it is important to map out customer journey and focus on customer experience.
- Areas like customer experience and commerce become very important
- The marketing services budget for traditional is coming down; by 2020 this number could slip to less than 20 percent globally.
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