India is riding high on its ecommerce dream, though pundits had predicted an ecommerce bust around this time. Fuelled by the ambitious ‘Digital India’ initiative and the rising consumer segment on their data-enabled smartphones, ecommerce players, both large and niche, are on their feet to cater to this rising demand. Many are out with their campaigns to net as many suppliers in the country, as they need to fulfil the growing demand.
The latest to join the bandwagon is IndiaMART, an online martketplace that underwent a massive rebranding in the December of 2014, when it launched its new positioning with the tagline – ‘Kaam yahin banta hai’, featuring actor Irrfan Khan as the face of the brand. Claiming to be the world’s second largest B2B marketplace, the new IndiaMART sought to reach out to the new age consumer looking to save precious time in sourcing for products.
The online marketplace has launched “#IBelieveInIM”, a video-driven campaign that brings to fore success stories of sellers on IndiaMART. The company is also celebrating the milestone of having crossed one lakh premium customers.
Here’s Aparna Kulkarni, Director, Neel Beverages sharing her journey of success after having partnered with IndiaMART. The 40-second video sees her talking about the importance of online marketing, the guidance she received from the IndiaMART team and having cracked new international markets.
The “#IBelieveInIM” video series has nine stories of entrepreneurs sharing their experience and success with IndiaMART. Additionally, there’s a 1-minute video that captures snippets from each of these videos.
This is the story of Ketan Rajput, Director of Glint Cosmetics on why he believes in IM (IndiaMART) as it helped him grow sales exponentially.
The videos have a social media angle too, one can share their own stories, using #IBelieveInIM on Facebook. One can also nominate entrepreneurs they know using #IBelieveInIM on Twitter. The brand’s social media properties are sharing the video stories as well as inviting people to tag their aspiring entrepreneur friends.
— IndiaMART (@IndiaMART) January 9, 2016
— IndiaMART (@IndiaMART) January 12, 2016
Contextual digital storytelling
Digital storytelling holds the key to reach out and connect with your target group, in this digital age. The trend picked up steam back in 2014, and was all the rage last year with many brands adapting the new format to tell their stories in 2015. While brands in other sectors chose to go long format in their video stories, using a range of emotions to add brand tonality, ecommerce firms stuck to real life stories, mostly. The big three in terms of marketing spends: Amazon India, Snapdeal and Flipkart had all launched their seller success stories last year itself.
The context is also the key in digital storytelling, else it could be lost in the array of videos on the social web. Getting small and medium business owners to share their stories of success with IndiaMART is a clever way to leverage your brand advocates, just like automobile firms have been doing with their long time car owners. The #IBelieveInIM series is a cool way to bring alive the brand proposition, ‘Kaam yahin banta hai’.
Success, however, would be defined by how smooth the partnership is with sellers/business owners, the training provided and help in attaining their larger brand vision.