Era of Smartphone
Mobile, Now Classified Online!
Mobile Apps,
Download Quikr V/s Olx!
Mobile market has been evolved the entire living life style as well as
made change in consumers psyche & perception level where consumers can
easily get more than 70-80% items through the mobile. Amongst the all medium, Mobile (Including all
sorts of mobile), Social Media & Digital Media are very prominent as a
separate medium despite of part of Digital Marketing.
Olx & Quikr are an online
classified advertisement medium and became meeting point for consumers to
consumers. Both brands have been changed entire scenario of classified
advertisement category within 8-10 months and aggressively active in-context of
brand awareness and consumers experience with online classified in Indian
market.
Founded: - Olx in 2006, Quikr in 2008
Quikr & Olx having identical strategy stuff towards target audience
like:-
(1) Meeting to
consumer to consumers only
(2) Take a photo of used goods and upload in free cost on site
(3)360 degree Brand activation & communication campaigning strategy
including TVC, Print, OOH, and Digital.
(4) An identical communication in both of the campaign ‘Sell’:-
Quikr communicating message: -
‘photo khech, quikr pe bech’ i.e. (Take a photo, sell on quikr)
Olx communicating message: - ‘phone ko banao sell
phone i.e. (Make your phone sell phone)
(5) Subsequently 2nd phase of brand campaign conveying
similar message is that ‘earn from home by selling used goods’.
One of leading e-commerce retailing brand Flipkart which is selling
solely new goods online and recently it has integrated with Olx for joint
marketing campaign, also have already been initiated few campaigns. The endeavor
is urging consumer experience by offering sell used products on Olx and buy new
brand from Flipkart. This integrated strategy is like ‘value-for-money’ for not
only consumers but also brand too which will be also influencing on cost too.
 |
| Flipkart tie up with Olx Advt. |
Though, still it is an essential
to develop trust in consumers mind for online classified buying. Both the
brands Quikr & Olx have created online classified market in India as well
as enriched brand awareness, few categories are being successively well like
Job, Real Estate, Mobile phone, other IT products, electronics & furniture stuff,
Car & bikes etc. More than 50%
traffic approaching through mobile apps in which mainly between age group 18 to
35.
However, personally I have observed there are numerous complained from
consumers who have not been satisfied due to various factor and consumers are
also responsible themselves due to their mistaken. I would like to suggest that
consumers must have to read buying & selling safety tips before make any
final decision or process.
Safety Tips: - http://www.olx.in/safetytips.php
Consumer dissatisfaction is always leaving bad impact on brand image
despite of effective brand campaign & selling strategy. Total internet users in India 137 million
(Appx.) and out of them only 18% people are buying online (2013 figure).
Hence there is enormous opportunity & online buying trend is being
increasing in India. It is also influence on newspaper classified because
slowly consumers are being diversifying into online classified.
Olx & Quikr should try to
launch campaign on safety tips in order to build trust as well as consistently
focus on best services where consumer does not have any chance to make complain
and if any complain then immediate to take action & resolve it. Only Consumers satisfaction can build brand
strong, higher brand vale, and make brand ‘Trustworthiness’.”
In any social media strategy,
the most significant element is that consumer/customer conversion ratio (New,
Existing or Repeat customers), consumer satisfaction ratio, involvement or
interaction metrics with customers rather than increasing page views or unique
visitors, no. of fans, followers, likes, favorites, pins etc.
Brand value/equity is always
measuring primarily on consumer / customer satisfaction!
