The balancing act between numbers (data) and creative efforts while marketing

If you want your business to succeed, you have to be a master of numbers as well as creative ideas. Whether you’re a big-idea person or a number-cruncher, you need to be able to apply at least two to three skills of each to further your marketing goals. Data-driven marketing has its base in science whereas creative marketing involves art. Most marketers find it difficult to make the two meet. However, contrary to popular belief, data and creativity can go hand-in-hand.

Image: Shutterstock

Image: Shutterstock

A good campaign involves numbers as well as creative efforts. Here’s how marketers can strike a balance between the two.

Amazon, Flipkart, Snapdeal Claim Massive Sales Numbers on Day 1 of Festive Sales

Amazon, Flipkart, Snapdeal Claim Massive Sales Numbers on Day 1 of Festive Sales

Amazon, Flipkart, Snapdeal Claim Massive Sales Numbers on Day 1 of Festive Sales
E-commerce majors Snapdeal and Flipkart on Sunday claimed lakhs of transactions on their platforms on the first of the 5-day discount sales even as some consumers expressed woes on the social media about certain glitches.

Amazon, which started its 5-days special sale on October 1, on Sunday said it has seen 6-fold growth over its regular business. It has claimed to have sold 1 lakh product units in first 30 minutes, 15 lakhs units in first 12 hours on first day of the Great Festival Day sale.

(Also see: Amazon Great Indian Sale: The Best Tech Deals)

Snapdeal, in a statement, said: “Nearly 11 lakh buyers from over 2,800 cities and towns across India bought at Snapdeal in the first 16 hours of the sale. The sale which started at midnight with 180 orders being booked per second got bigger during the day as buyers used the national holiday to explore a plethora of attractive deals.”

(Also see: The Best Deals From Snapdeal’s Unbox Diwali Sale)

It said that based on the trends from Day 1 of the sale reflect sales volume jumping 6 times of average volumes by 4pm on Day 1.

Flipkart claimed that it sold over half a million products within one hour on Day 1 of the sale.

(Also see: Flipkart Offers Massive Discounts on iPhone 6s, 6, 5s, Xiaomi Mi 5, More)

“Within the electronics and gadget category, we sold more Apple watches in 10 minutes than the total sale of Apple watches online and offline in a month,” Flipkart said in a statement.

Snapdeal and Flipkart claimed providing products at large discounts.
Flipkart said that the number of product units sold in the first 6 hours of sale surpassed the total units sold in a day during the first day of its Big Billion Day in 2015.

Snapdeal is running the sale as Unbox Diwali. Flipkart further said that its subsidiary Myntra also clocked three times more revenue in the first hour compared to 2015 edition.

Meanwhile, consumers on Twitter complaint that there were hardly any discount on the products that these companies are offering.

The online shopping festival of Amazon, Flipkart, and Snapdeal is more about discounting myth, marketing gimmick without much substantial offers, said a Twitter handle.

However, the authenticity of the claims on micro-blogging site could not be verified.

Some consumers even posted screenshots showing that a product was priced higher on the sites they were shopping on, compared to the other sites.

Some media sites and Twitter accounts complained about glitches in Flipkart and Amazon payment gateways. Amazon displayed on the site that “SBI and Associate banks net-banking are having payment issues”.

There was no immediate response to queries sent to online players as well as the banks concerned.

Meanwhile, traders’ body CAIT said that “big sales” on e-commerce sites is a “blatant violation” of FDI policy.

Tags: Flipkart, Snapdeal, Amazon, Flipkart Big Billion Day 2016, Amazon Great Indian Festival, Snapdeal Unbox Diwali Sale, Apps, Deals


WhatsApp to share users’ phone numbers, device information with Facebook

Messaging service WhatsApp on Thursday announced that it will soon start sharing its users’ phone numbers with parent company Facebook, in addition to the features of they device they are using. It will soon be “coordinating” accounts with Facebook to better identify its users on the social networking site, which will allow the platform to recommend friends and show targeted ads, The Associated Press reported.

The company, which was acquired by Facebook in a $21.8-billion deal in 2014, clarified that the move will not bring “traditional display ads” to the app itself. While companies will be able to send marketing pitches or sales messages to potential customers on WhatsApp, users will have the option to block such messages. “We do not want you to have a spammy experience,” the company said in its first revision of its policies since 2012.

Moreover, Facebook has vowed to not compromise the privacy of WhatsApp users – a policy it has stood by since its launch – and said it will not share users’ information with advertisers. WhatsApp users have up to 30 days to either accept the new terms or stop using the app. On accepting the new policies, users will have 30 more days to choose to not have their phone numbers shared with Facebook.


Counterpoint ‘Grossly Underestimated Our Numbers’, Says Xiaomi India Head Manu Jain

Counterpoint 'Grossly Underestimated Our Numbers', Says Xiaomi India Head Manu Jain

Less than 24-hours after the Counterpoint Research’s Market Monitor analyst report stated thatMicromax’s Yu is outselling Xiaomi online, and that Xiaomi registered a 46 percent drop in smartphone shipments (its first-ever drop in the country), Xiaomi has issued a counterpoint of its own by saying it sold record 1 million plus units in Q2 (July to September).

Addressing this difference directly, Xiaomi India head Manu Jain says that the company does not track analyst reports regularly but adds that there have been some changes to Xiaomi’s business in recent times which could explain the discrepancy, saying, “they [have] grossly underestimated our numbers”.

“For one thing, the numbers we report are units sold, not just shipped, and I’m not sure if this is the case for the other brands, which should explain some of the difference,” says Jain. “The million mark we are announcing today is phones sold.”

Another reason for the discrepancy, Jain says, could be in the fact that Xiaomi isn’t importing all the handsets it sells in India anymore. “In Q3, we also started our Make in India initiative, and the Redmi 2 Prime, which is manufactured in India is our highest selling SKU right now,” says Jain.

All units of the Redmi 2 Prime, and some units of the Redmi 2 are being made in Foxconn’s Sri City facility, and the rest of Xiaomi’s inventory is still imported. However, Jain was not willing to specify what percentage of its sales comes from the made in India products, so it’s not clear if this could really be why Counterpoint’s data contradicts what Xiaomi is saying.

Xiaomi is bringing more and more products to open sales, Jain adds, as it gets better at managing the demand-supply equation. “We had much more supply-demand disparity when we first came to India, but we have been able to move to open sale for almost all our products,” says Jain. “Demand is still more than we can keep up with some times, but make in India is helping us change this. It’s been much more successful than we were expecting, and I’m hoping that at some point in the future, most of our inventory sold here will also be made here.”

He added that in terms of e-commerce too, Xiaomi has been seeing a strong positive reaction from the audience here in India, and pointed out during the Diwali sale the company started a few days ago, it saw over 1 million unique visits on in a single day, and added that the store has seen over 10 million visits.