Content marketing

1. Scalable business
Content lead commerce Vs Core commerce

2. Modern customer
journey
• Source: Needs-Based Selling: The 5 Phases of the Modern Customer
Journey (vendasta.com)

3. House of Mirchi – Current requirement
Reach
Generating exposure of the
brand using online media or
other media to make prospects
aware the brand
Act
Generating leads, exposing the
products to prospects to
encourage the start of the
relationship

4. REACH • Building brand awareness is important first step of the Reach quadrant
• Need to be consistent in establishing presence in the target market
• Social media is a tool for accessing cost-effective implementing and
executing reach strategy
• New brand’s take anywhere from 6 months to 1 year to establish
some presence if it takes SEO route
• Less control of results if incase SEO route chosen
• At this stage – Content marketing through paid media, Influencer
outreach through earned media is most often selected by fashion
brands
• Notable fashion brands adopt this strategy are “Fashion Nova”, “Shein”
and “Pretty little thing” – respectively from US and UK markets

5. Source: www.smartinsights.com
• SEO – Search engine
optimization
• TOFU – Top of the
funnel
• CRO – Conversion
rate optimization
• BOFU – Bottom of
the Funnel
• MQL - Marketing
qualified lead

6. Case Study – MensXP

7. MensXP– Summary
Source: Times Internet-led MensXP’s ecommerce revenue dwarfs its media topline; to launch sexual wellness soon (yourstory.com)
• MensXP is Indian content-based commerce site, their content helps visitor primarily men to navigate their
social life challenges, it operates unique nexus of content, community and commerce. It can be claimed
biggest marketplace for Men’s brands
• Contents primarily covers, Fashion, Health, grooming, relationships, entertainment and technology. They have
created a universe with these category groups. It is an entire eco system for men
• Contents are related to current lifestyle trends, Bollywood stars looks and highlighted trends, lifestyle needs
and active life. Website has marketplace for various vendor brands to sell their products – But there is no
content or the story around the products or the brands in the marketplace
Alexa Global rank 10785
User reach 80 Million unique visitors per month
On-site organic traffic 25 million
Daily page views 97357
Tentative revenue per year < 200 cr
Number of articles produced per year 75K to 80K
Video contents per year 3K to 4K

8. MensXP– Summary
Source: MensXP's Content To Commerce Transition After Times' Acquisition (inc42.com)
Daily transaction 5K
Repeat purchase 32%
Established 2009
MoM revenue Growth 18%
Daily interactive stories 90
Private brands 5
Other brands 700
Employees ~ 250
Visitors from Tier – II & III
User session in minutes 3.5
Users who engage
content and commerce
12 to 13 mins
Commerce started 2019
Source: How the MensXP Shop became the rising star of a
media entity | Indian Television Dot Com

9. Case Study –
Fashion Nova

10. Fashion Nova – Summary
Source: Fashion Nova - Brand Case Study - Top Digital Agency
• Fashion nova is Los – Angeles based online retailer and works with anywhere between 3000 to 5000
influencer, it is crowd sourcing marketing model, brand grew 600% in revenue in 2018, 4 years after its launch
• Idea behind the strategy as quoted by CEO “Influencer marketing is a ripple effect, The more people shout us
out, the more their fans shout as out”
• Brand has 6 million Instagram followers within 3 years of launch, almost 1 million customers make return
visits their sites every 90 days. Each week anywhere between 400 to 500 styles getting added to the site
• Fashion nova employs 600 people to manage their social media
• The brand’s followers willingly tag Fashion Nova in its selfies and “outfit of the day” posts on Instagram—and
Fashion Nova engages with every customer-tagged photo, through likes, comments, and reposts. “ Fashion
nova repost about 30 customer photos a week.
• The brand’s other appeal is its price point. Most items are less than $49.99 (Medium priced or budget priced).
Buoyed by celebrity endorsements, consumers feel empowered, not ashamed, to shop within a realistic
budget
• In a popular video by Cardi B. in which she flaunts a $100,000 watch, and then reveals her $60 outfit from
Fashion Nova, as proof. “I’m going to be on a budget till the day I die!” Cardi B. says in the clip.

11. Fashion Nova – summary
Source: https://digital.hbs.edu
• Fashion Nova creates prototypes of the styles within 24 hours, offers copied version of celebrity wear in lower price. Photograph it
on model and post it in IG. Company deals with 100 manufacturer for the same day delivery within 40 miles of LA
• Fashion nova heavily relies on their influencer’s fan base micro influencers. Micro influencers regularly post their pictures of wearing
Fashion nova clothes
Brand’s business strategy
Product quality and pricing Low to Medium
Market Type Niche
Metric of crowd opinion and platform
Number of likes, Followers, Comments and
Repost on Instagram
Creative Process
Bottom Up/According to an approximation
of crowd's demand
Reward of engaging with brand Status/Fame within the brand community
Opinion leaders or digital ambassadors
(Outside from Brand)
IG influeners and celebrities
Runway show and placements in
magazines
No
E-reputation Good

12. Source: How Fashion Nova beats out Dior and Gucci to Become the Most Googled Fashion Brand in the World - Beeketing Blog
Influencer pyramid strategy

13. Case Study –
Shein

14. Shein – Summary
Source: Shein Marketing Case Study (fashinza.com) & SHEIN: Redefining Global Fast Fashion (icmrindia.org)
• Shein was launched in 2008 and it is fast fashion ecommerce brand, and it is having presence in China, US and UK.
Shein is holding 28% of fast fashion share in US market ahead of H&M which has 20%
• Receives major traffic from social media platforms, especially from Face book it receives almost 51% of the traffic,
from YouTube it receives 31% traffic. It has 21 Million followers in IG and 16 Million in TT
• The main aspect separating Shein from other retailers is that the firm has excellent control over its production
chain, from manufacturing and procurement to prototype and design. Along with that, the company tailors all its
products and items according to user tastes and regions.
• Shein influencer program – Shein combined fashion with business due to that there are lots of affiliated influencer
associated with this brands. Any Instagram user with 36,000 or more followers can get up to 6 free pieces of
clothing from SHEIN (as long as they use the products for promotional purposes advertising a 15% discount code
on their profile for their followers to use)
• Wider range in different categories, with low price in the market and it launches 1.5 lcs products per year
• Ad campaigns, influencer marketing, and product varieties, all have made Shein a successful name in the global
retail market.

15. Shein – Summary
Source: Shein Marketing Case Study (fashinza.com)
Coupon codes
Shein collaborates with online payment companies and banks transacting through which customers get coupon codes.
When these coupons are used, they get discounts which encourage bulk buying even further
Testimonials
Shein encourages product reviews on their platforms for potential customers to see and analyze its quality. These
customer reviews act as testimonials and work as a catalyst for a bigger sales volume. Also, as a part of the Marketing
Strategy of Shein, the company keeps on sharing positive word-of-mouth reviews on their social media accounts. This
in turn drives the business at a faster pace and enhances the visibility of the brand.
User generated content(UGC)
Shein uses user-generated content for its promotional activities. Blogs, articles, and videos, the idea is to connect with
content creators and real-time users to make convincing stories about their products.

16. Shein – Summary
Source: Online fashion meets influencer marketing - How SHEIN conquered the Philippines market (anymindgroup.com)
There were several considerations taken when selecting influencers for the campaign, which were powered by
influencer insights through AnyTag.
Key factors include:
• Motivating Instagram users to engage with posts and direct them to the SHEIN app on mobile
• Tapping on the creativity of influencers to drive virality and recognition on the items they had bought from SHEIN
• Selecting the right influencers to ensure a certain number of views, engagement and link clicks
• Driving sufficient click traffic to the SHEIN mobile app and convert this traffic into sales revenue
Through the AnyTag platform, SHEIN was able to discover, activate, manage, track and attribute its influencer
marketing campaign and identify the right influencers based on specific selection criteria:
1. Number of followers
2. Follower demographics, including interests and age
3. Average engagement rates
Once SHEIN had selected the best influencers to collaborate on for their campaign, the brand utilized several
methods of delivering influencer-generated content to audiences, including clothing hauls, customer reviews, a
variety of Instagram Story activities and various TikTok filters.

17. Organization perspective

18. Pros & cons – Content first
Sl no Pros Cons
1
As a media house creating text or video content is core
strength of the organization, already lot's successful celebrity
shows featured in popular social media platforms which has
good traction and engagement by users
Shows or the content needs to be category specific, content/creative
team to be maintained separately to upload the same in periodic
manner and SEO activities to be implemented
2
Organization's multilingual social media channel has good user
base, this channels can be utilized for creating traffic to the
content page by having CTA or other means
Not all the CTA clicks results to conversion, the average conversion
rate is around 1 to 3%. This is because of untargeted CTA's as there is
no specific popular content for fashion and lifestyle
3
Contents can be created multilingual & vernacular; therefore,
it has potential to reach Tier - 2 & 3 cities pan India
Our TG is in Tier - 1 & 2 cities, vernacular content may not help for
more traction thus it leads to fragmented effort
4
Creative content basis on TG can be created. This can be
utilized for specific campaigns; therefore, organization can
expect desired result and have control on end results
Possible for less viewers clicking the content if they come to know
content is aimed for campaign
5
Customized contents provides more reach in less cost as
organization has successful channels, our content can be
tagged along
If contents not backed up with right products will leads to less
utilization of created opportunity, captive vendor base or leased
production line might be good idea to service customers in quicker
time (7 days delivery) before their excitement from content wanes
6
As the organization's channels are getting quality and creative
content uploaded quite often due to which the user base is
increasing, this can be leveraged to cost effective customer
Acquisition for the store
Utilization of this opportunity is entirely based upon how much our TG
(Age and Location) is gained. Even we gain good number, it may be
very marginal acquisition to our cause, hence we need to depend
upon additional customer acquisition process

19. Pros & cons – Commerce first
Sl no Pros Cons
1
Focusing on category-based product and slowly building up
business with optimum resources, and specific media content
in own channels or in other channels leads to sustainable
organic growth
1. Estabilizing sizable business to get noticed will take longer time
and need to spend resource and effort to reach recognizable
brand to stay ahead of the curve especially current E-
commerce/Social commerce scenario in the Country
2. Government policy to onboard small players in the proposed
ONDC platform will leads to hyper local solutions in unimaginable
delivery speed cause disruption and creates roadblock for our
brand's success
3. Less content may not help for more reach and visibility to our
brand
2
Providing better products, customer experience with relevant
content creates loyal customer who makes repeat purchases
and spreads word of mouth
1. There are lot of other established players are conducting business
in this approach. Establishing such kind of relationship with our
customers may take longer time and effort
2. There is no guarantee in end results even after spending the
resources

20. India social media scenario

21. India social media scenario
Top 100 Micro Bloggers & Micro Influencers in India
(2022) (qoruz.com)

22. Thanks