Attend FREE Webinar on Digital Marketing for Career & Business Growth Register Now

Digital Marketing Blog

Digital Marketing Case Studies, WhyTos, HowTos, Interviews, News, Events, Jobs and more...

Jabong Leveraged Social Media Marketing To Attract Potential Buyers To Its Website

Rate this post

Jabong logoAbout Jabong

Jabong started working in 2012. It was co-founded by Arun Chandra & Praveen Sinha. Jabong in the last 3 years has become one of the most trusted online shopping site in India. Jabong clocked gross sales of around US $100-150 million in 2012 and started shipping 6000-7000 orders a day in March 2013 and by September the orders went up to 14000 orders a day on a daily basis out of which 60% were from small towns.

Jabong’s Objective

To attract the potential buyers towards their website through social media and digital sources and using these mediums as the primary mode of marketing.

Jabong: Digital and Social Media Marketing’s Importance

Jabong being an E-commerce portal has been very active on digital media, giving competition to established competitors in a short span of time.

When Jabong started gaining popularity there competition were and still are Myntra, eBay, Flipkart and Homeshop18 who have been very active on television to promote their products and services in fact Homeshop18 still has a dedicated channel promoting their goods on television but still haven’t got a great response. While Jabong has managed to do that so far by banking only on digital.

Jabong’s primary mode of marketing has always been through social media and digital sources, 90% of their business is dependent on those mediums and only 10% through television and other sources. This was a cost efficient strategy as they upload most of the content by themselves which saves a lot of time & money as no third party is involved or being paid to do the same. Offline media are used to generate awareness in small towns and cities”.

Jabong knows how to press the right buttons of the customers at right time that’s how they win the loyalty and satisfaction. Jabong has a better promotional system. They spend approximately 90% of their marketing budget on social media / online promotions to get the customers to the website. They also do promotional marketing based on what season or festival it is, getting a huge number of customers on their website.

Instead of going the safe way like other companies Jabong chose to go digital and it paid off, Jabong seems to be in sync with the medium. It has become one of the most trustworthy company by going hands in hand with facebook and other social media sites.

Jabong: Facebook Marketing

Jabong’s Facebook Business Page boasted an average growth of 863 likes/day (Sep14-Oct14), and there average fan growth over 21 months came out to be 76384 likes per month i.e approx 2546 likes a day which is awesomely good for a brand just 21 months old (as on September 2014).

Digital Marketing Course by Digital Vidya

Marketing Strategy: The answer to the ‘Hows’ and the results

Marketing deals & offers through Facebook has been proved very effective as Jabong already have made a good reputation in the market. Jabong has been very clever with the way they post content on their Facebook page. They post something that is trending these days like recently they posted Sanya Mirza & Martina Hingis picture celebrating their victory in Wimbledon and before and after that some promotional offers. The strategy is an indirect approach but they have been using it for a while and it has got quite a response. They have also launched an online contest “JabongVelfie contest” where they are giving away vouchers worth INR 3000 and only in a couple of days it has got 110 likes and 72 comments and people are sharing it at the same time helping jabong to spread the word and as we have seen earlier the way they use the latest trending things as a way to get attention of the buyers. In the same way, they have used hashtags to gain attention of the people as they know that Indian audience is always looking for a way to show peers that they know about the latest trending stuff. This shows how very interestingly they have created an urge in buyers particularly youngsters.

They pay special attention to the registered users through their E-mailers. These E-mails sent are based on what customer has bought earlier and items he/she have marked or starred. The E-mailers in a way talks to the customer and creates an urge to check out the offer or deal which takes them to the website.

As we have discussed earlier close to the end of year 2014, Jabong”s Facebook business page had a tremendous amount of likes on per day basis. Now let’s see the current number of likes and people talking about Jabong. Jabong 1

As you can see Jabong’s facebook page currently have 3,681,777 likes which helps the entity to get a heavy footfall on their website. As we can expect at least 30-40% of the above figure to check out their offers on daily basis with help of their effective content uploading.

They pay special attention to the registered users through their E-mailers. These E-mails sent are based on what customer has bought earlier and items he/she have marked or starred. The E-mailers in a way talks to the customer and creates an urge to check out the offer or deal which takes them to the website.

What we have learnt?

1. Social Media and digital marketing proved to be an effective medium.
2. Indirectly approaching customers seems like a smart way to promote offers by making them curious about the trending content and then posting the offers afterwards.

Image Credits: Jabong

  • social-media-training

  • Your Comment

    Your email address will not be published.




    [35000+ People already benefited]
    [35000+ People already benefited]
    [gravityform id="152" name="Optin Mobile" title="false" ajax="true" description="false" field_values="productid=dm101&furthercom=optinMobile"]
    • This field is for validation purposes and should be left unchanged.
    [35000+ People already benefited]
    [35000+ People already benefited]
    [gravityform id="152" name="Optin Mobile" title="false" ajax="true" description="false" field_values="productid=dm101&furthercom=optinMobileCTA"]
    • This field is for validation purposes and should be left unchanged.
    [35000+ People already benefited]
    [35000+ People already benefited]
    [gravityform id="152" name="Contact Me" title="false" description="false" field_values="productid=dm101&furthercom=optinCTA"]
    • This field is for validation purposes and should be left unchanged.