Digitization in Marketing.

Abstract

Aadyaa Originals Private Limited (“Aadyaa”) is a jewellery studio based in Pune, India which has a focus on handmade jewellery in metals like Sterling Silver, Brass and Copper. Established in 2013, Aadyaa has shipped more than 30,000 orders thus far within and outside India. In this journey, Aadyaa has used Digital Marketing Media solely to cross milestones with regard to turnover, branding, presence in the market. Aadyaa started with a Facebook page wherein friends and family members were the first ones to like the page and become followers. With the increased interaction on Facebook page, Aadyaa launched its own website www.aadyaa.com to ensure a seamless shopping experience for its customers. While the website continues to be the only place where Aadyaa products can be bought online, the traffic to this website is still led by leaders in the digital marketing media like Facebook, Instagram and Google. Based on a research paper published by Economic Times, online jewellery market in India is expected to reach a mark of INR 5300+ crores by 2020. This signifies a huge potential and to tap into the tier 2 and tier 3 markets, digital marketing media looks to be the most cost-effective marketing and branding channel. Digital marketing media can be used to create your audiences, target segments based on past data and get a boundary-less group of followers who are together only based on interest in a particular brand. All digital marketing media have evolved over a period of last 8 to 10 years and now offer a very powerful analytics dashboards to create your own ‘what-if’ scenarios. Analytics algorithms are based on the numerous datapoints gathered from publicly shared information of users over internet as well as specific information they have shared with a particular brand. Aadyaa has created analytics based complex marketing campaigns on these digital media during new collection launches, events, and exhibitions. The results have been stupendous thus far. As of now, Aadyaa boasts a fan following of over 400,000 on Facebook and over 60,000 users on Instagram. Analytics backed digital marketing media remains Aadyaa’s only channel for marketing and branding. Digital marketing contributes to over 75 percent of Aadyaa’s turnover now. This paper delves deep into Aadyaa’s usage of analytics in their marketing strategy which has delivered business growth over a long period and continues to remain the strongest pillar in their marketing