Myntra, one of India’s leading online retailers, has harnessed the power of digital marketing to establish a strong web presence. A myriad of strategies, including content marketing, social media marketing, search engine optimization, paid advertising, email marketing, and affiliate marketing, have been instrumental in their success.
The Digital Marketing Approach
The digital landscape is filled with numerous tools and services available to marketers. However, choosing the right ones for your business and integrating them effectively can be a challenging task. Myntra’s strategy offers valuable insights into how this can be done successfully.
Content Marketing: A Key to Engagement
Myntra’s active blog covers a wide array of topics related to fashion, lifestyle, and trends. Original content gets supplemented with curated content from various sources, broadening its appeal. The blog is updated frequently, ensuring their audience is always engaged with the Myntra brand.
Furthermore, Myntra extends its content marketing strategy to collaborations with popular Indian YouTube personalities for fashion-related videos. These collaborations expand Myntra’s reach and build credibility for the brand.
Social Media Marketing: Building a Community
Myntra maintains an active presence on major social media platforms, including Facebook, Twitter, and Instagram. Their social media strategy includes sharing blog posts, announcing sales and discounts, and promoting new products. They also run occasional social media campaigns, fostering a sense of community around the Myntra brand and serving as a source of user-generated content.
Search Engine Optimization: Climbing the Ranks
Search engine optimization (SEO) is another crucial strategy employed by Myntra to ensure its website ranks high in search results. This involves using relevant keywords and phrases in the website content and meta descriptions, and maintaining backlinks from high-quality websites to improve its SEO ranking.
Paid Advertising: Expanding Reach
Myntra also utilizes paid advertising strategies, including pay-per-click (PPC) advertising, display advertising, and retargeting, to promote its site and products. They use ad extensions like product listings to make their ads more relevant to potential customers.
Email Marketing: Direct Communication
Email marketing is another strategy used by Myntra to stay connected with its customers. They use a variety of email templates to announce new sales and discounts and encourage customers to complete their purchases. Regular newsletters provide information on new product releases, upcoming sales, and exclusive discounts.
Affiliate Marketing: Leveraging Partnerships
Myntra uses affiliate marketing to promote its site and products. They partner with popular bloggers and influencers and also offer various affiliate programs that provide commissions for sales generated from referrals.
Myntra’s SEO Strategy
In addition to digital marketing strategies, Myntra also implemented a comprehensive SEO strategy to increase organic performance, particularly in the Clothing and Footwear category.
Myntra optimized its content by implementing fresh ideas in title & meta descriptions and adding new content on pages. They created the content from a user’s perspective, ensuring the right tone and message. This resulted in an increase in traffic and a higher value of the content.
Implementing Schema Markups
To enhance user experience and increase visibility on search engine results pages (SERPs), Myntra implemented various types of schema markups. These included FAQ Schema to address users’ queries, Product Schema to display product information directly on the SERP, and Review and Rating Schema to gather user feedback.
Curating Informative Content
To improve the quality of their list pages, Myntra conducted a Content Gap Analysis to identify areas lacking informative content. They ensured all content created was relevant, unique, valuable to readers, and optimized for SEO purposes.
Updating Contextual Links
Myntra improved its page rankings by conducting thorough research on keywords specific to each category, creating optimized landing pages, and employing contextual and footer linking. They also updated titles and meta descriptions to ensure their uniqueness and relevance.
As a result of these strategies, Myntra recorded significant growth in their organic sessions and user base for both clothing and footwear. This led to improved visibility on SERPs and increased popularity for Myntra in both categories.
Overall, Myntra’s progressive journey in the digital landscape showcases how a well-planned and executed strategy can establish a strong online presence and drive business growth in the competitive e-commerce space.