What Most Brands Miss in Q-Com Performance Campaigns (And How to Fix It)

QCom platforms offer brands an unprecedented reach and speed, but many brands underperform with their performance campaigns due to a set of recurring blind spots. 

Here’s what most brands miss, and can be done-

1. Lack of Hyperlocal and Real-Time Targeting: Brands often run generic national campaigns without tailoring offers to local markets, leading to inefficient ad spend and poor conversion rates due to stock issues and irrelevance in certain areas.

Solution: Focus on Hyperlocal Campaigns by utilising tools that target near real-time product availability and serviceability at the pin code level. This ensures ads are shown only where products are in stock and can be delivered quickly. Recently, Blinkit partnered with Meta to streamline full-funnel ads, though we are yet to see the efficacy of this at scale.

2. Creatives Not Aligned with Local Offers or Inventory: Consider localising your creative content. In Karnataka, where both English and Kannada are spoken, brands should incorporate Kannada into their marketing strategies to effectively reach their audience. 

Solution: Allocate resources to creatives that utilise local data and platform-specific branding to enhance relevance and boost conversion rates.

3. Poor Landing Page Experience: The creatives should be in sync with the PDP & assortment offerings. A generic product page which isn’t structured well and doesn’t have any sync leads to high bounce rates & low conversion.

Solution = Brands need to ensure proper sync between the product images displayed on banners & the corresponding actual products. This will boost the overall impact of the marketing efforts.

4. Overemphasis on Acquisition, Neglecting Retention: Brands often focus on acquiring new customers through discounts, but overlook building loyalty. However, recent advancements in digital advertising on platforms like Meta enable brands to re-target existing users on Q-Com platforms like Blinkit.

For example, a chocolate brand can target consumers who prefer dark chocolate and engage those in the In-Market category for sweets and chocolates, enhancing customer engagement and loyalty.

5. Insufficient Coordination with Operations: Performance strategies primarily emphasise metrics such as ROAS, CAC, and CTRs. However, these strategies often neglect essential feedback from ground realities, including fill rates, dispatch times, and last-mile delivery challenges. This situation presents a communication issue that requires effective solutions. 

Solution: By integrating real-time inventory into campaign planning, brands can avoid promoting stock-absent or slow-delivery products, thereby enhancing overall campaign efficacy on QCom platforms.

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