Flipkart is a leading e-commerce business that has made its way to becoming one of the known names in Indian households. They have a strong hold on their marketing strategies and are an example for many marketers. This case study will focus on Flipkart’s digital marketing strategies and how they have been effective in increasing their sales and customer base. The company’s history, website, social media, SEO and other strategies will be discussed in detail.
The history of Flipkart is a fascinating one. The company was founded in 2007 by two former Amazon employees, Sachin Bansal and Binny Bansal. The company was started with the aim of providing a better online shopping experience to Indian consumers. The company has since then grown rapidly and is now one of the leading e-commerce companies in India.
It is an Indian private limited company with its headquarters in Bangalore and Singapore incorporation. Before branching out into other product categories like consumer electronics, fashion, household staples, food, and lifestyle goods, the company initially concentrated on online book sales.
Why Should Marketers Study Flipkart’s Digital Marketing Strategies?
Flipkart can be considered one of the leading e-commerce platforms in India. While digital marketing is crucial for every business – it is of even more importance for eCommerce brands. Flipkart has its A-game in almost every field of digital marketing.
Here are some things special to Flipkart that marketers can take inspiration from
Use of VR
We are all gradually integrating virtual and augmented reality into our lives, and we have already observed the influence and application of filters by businesses on Instagram Stories.
When it comes to embracing new technologies, Flipkart is constantly prepared. By including VR in the Big Billion Sale Campaign, Flipkart found the ideal window of time to capitalize on the technology. Without a doubt, the Big Billion Day campaign made a significant contribution to Flipkart’s marketing success, and they used cutting-edge VR technology to achieve the aim far more successfully. The promotion was started as the Full Moon day drew near because it is considered auspicious and intimately related to the Indian holiday calendar.
The audience was impressed and fascinated by this campaign because it was unlike anything they had ever seen before. It brought Flipkart 5 million views and a CTR of 2%.
Flipkart is renowned for its partnerships with other businesses. Additionally, it frequently uses well-known people and celebrities for its promotion. Every year, Flipkart continues to collaborate with a variety of well-known public figures from around the globe. Their most well-known endorsement campaign to date was centered around Ranbir Kapoor and Alia Bhatt and was dubbed “IndiaKaFashionCapital.”
Relevant and relatable.
With a variety of entertaining activities, Flipkart keeps its audience interested. However, they also make sure to sprinkle in a few current trends. For instance, numerous items have trended and gone popular during this lockdown, and they went on with the trend to stay relevant and relatable.
Flipkart’s digital marketing strategies
Flipkart’s social media marketing strategies
Flipkart’s Instagram Marketing strategies
Flipkart has over 3 million followers on its page and has posted 3,751 posts to date (as of June 2022). On average, they post up to three times every day.
Their Instagram content is majorly for engagement (through posts and majorly reels), and has occasional posts centring around their products. The product-related posts don’t sell their products directly but are rather subtle.
Here are a few examples of their product-related posts
Here is one of their engagement posts that takes up most of the space on their feed
They even post contests periodically to get more engagement and increase their followers.
Finally, they constantly post relatable, funny or trendy reels to garner more engagement.
Flipkart’s Instagram engagement rate
Flipkart’s Instagram engagement rate is 0.04%, with an average of 1,289 likes and 52 posts as of June 2022.
Flipkart’s Facebook Marketing Strategies
Flipkart’s Facebook account has over 10 million followers and 9 million likes.
Flipkart has separate category-focused Facebook pages for each of their categories, like books, fashion, games, and so on. These pages are mostly used for building engagement with their fans. Flipkart also uses Facebook as a way to acquire customers through promoting their deals and offers.
These are the highlights of Flipkart’s Facebook account
- Posts based on the seasons, holidays, or birthdays.
- Enquiries from customers and updates on new products.
- Customer complaints receive an average and inconsistent response.
- They conduct competitions and gamification.
- They also have a separate dedicated customer assistance tab.
- The acquisition and engagement of customers are emphasised.
Overall, Flipkart posts the same content as it does on Instagram.
Flipkart’s Twitter Marketing strategies
Flipkart has over 2.7 million followers on its Twitter as of June 2022.
These are the highlights of Flipkart’s Twitter Handle
- They post updates using eye-catching videos and images of new products, deals, and discounts.
- exclusive channel for tech news at Flipkart.
- Running a contest centred on products or services, such as Flipkart First or AcerA1
- On average, 2-3 products are launched or offered every day.
- Exclusive Channel for Support from Flipkart.com.
- Flipkart provides channel-based exclusive offers.
- 24-hour customer service line
- Instantaneous Connect.
- The inquiry has a real-time response.
Flipkart’s Twitter Engagement Rate
Flipkart’s Twitter engagement rate is 0.02%, and they receive an average of 407 likes and 237 retweets per tweet as of June 2022.
Flipkart’s SEO strategies
Flipkart uses a mix of organic and paid means to get more traffic to their website and increase its ranking to be visible.
Here are the different strategies it uses and the success it has achieved through these strategies
Flipkart, no doubt, is in the front seat when it comes to SEO. They have an “amazing” score for all the different factors that affect the website’s ranking. They have 22,811,205 organic keywords, 236,950,566 of just organically monthly traffic, a domain authority of 90, and 70,895,150 backlinks.
Obtaining such huge numbers is not an easy task, which is why marketers can learn a lot from how Flipkart’s strategies and optimise its website.
These are the different ways through which Flipkart is on its best game
- In order to ensure that the proper audience sees their advertisement, Flipkart’s SEO approach focuses on long-tail keywords or phrases rather than single words.
- The goal of Flipkart’s SEO methods is to build a user and mobile-friendly website.
- Flipkart looks at users’ most popular queries, picks the top ones, and turns them into URLs for web pages. To ensure that their website ranks, Flipkart is using a pretty effective method.
- The speed of the website is a crucial component of search engine optimization. Your SEO health depends on your website’s speed. The percentage of visitors that leave your site dramatically rises for every additional 0.5 seconds it takes for it to load.
In order to ensure that the proper audience sees their advertisement, Flipkart’s SEO approach focuses on long-tail keywords or phrases rather than single words. Simply said, the goal of Flipkart’s SEO methods is to build a user-friendly and mobile-friendly website.
Google Ads are a tool used by e-commerce platforms to draw traffic to their site by showing up in other platforms’ search results. Getting your Google ad text is essential with Amazon providing neck-to-neck competition. In order to remarket to customers who add items to their carts or just wish lists, Flipkart employs third-party platforms to run adverts and advertise on other websites. Flipkart uses the Facebook Pixel to retarget users who have clicked on one of its Google ads across various social media platforms.
Flipkart’s Remarketing strategy
Any marketing and advertising method known as “remarketing” involves reconnecting with potential customers who have already visited a retailer’s website. Remarketing already existed before the invention of the Internet, but its application has moved from offline to online, where it is much more advantageous and inbound. In most cases, people who visit internet portals do not finish their purchases. Remarketing involves showing these potential customers advertisements that encourage them to buy across several digital channels.
A sizable portion of Flipkart’s consumer base browses the products and checks the product details. However, not every product that customers view ends up being purchased. Even hours after first viewing some products, shoppers frequently return to them. When shoppers leave items in the shopping basket, it shows a strong intent to purchase.
According to a survey, 30 out of 100 online shoppers add items to their shopping carts.
That is 30% of customers who are considering making a purchase. That is a substantial sum. However, just 3% of these customers ultimately purchase the product. About 27% of these customers simply stop using the merchandise. Remarketing is used to reach this audience with advertisements.
Flipkart’s Top Digital Marketing Campaigns
Flipkart has repeatedly rolled out digital marketing strategies that have impressed us all. Let’s discuss a few of their strategies that impressed us the most.
Flipkart launched a campaign to stand by what it believes – Fashion should be affordable and accessible to all. The 10-week campaign features ads on Television, YouTube and social media platforms to reach a wider audience belonging to all age groups. Through this campaign, FLipkart establishes itself as a brand for everyone and the perfect destination for all with the love of fashion.
This campaign was an extension of their previous campaign that went by the name ‘Be trendy, always.’ A distinctive factor of their recent campaign is how they have featured kids in their advertisements.
One of its most recent campaigns, #IndiaKaFashionCapital features Alia Bhatt and Ranbir Kapoor, assuring their customers why Flipkart is the best place for shopping. Over the years, Flipkart has served customers with best-in-class services thanks to its deep understanding of their needs. They promise their customers to offer a fashionable lifestyle that is easily accessible and value-driven.
The #BigBillionDays is one of the most successful campaigns introduced by Flipkart. During the Big Billion Days sale, Flipkart received over 666 million visits, with over 52% of those coming from Tier III and higher locations. Amazing 110 orders were placed each second on the platform. Flipkart saw 1.5 times as many sellers engage in transactions as it did the previous year, and over 35% of sellers experienced 3 times as much growth in sales.
The #BigBillionDay ad in 2014
The #BigBillionDay ad in 2021
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