1+ Click buy options for Digital Ads suited to Consumer-facing Micro- and Small Businesses in India

Lija Chandran T V () and Mohammed Shahid Abdulla ()
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Mohammed Shahid Abdulla: Indian Institute of Management Kozhikode

No 465, Working papers from Indian Institute of Management Kozhikode

Abstract: In India, there is a likelihood that most of the customer-facing micro and small businesses (CFMSBs) do not own e-commerce websites. These businesses could be grocery stores, restaurants or artisanal bakeries - many of which would like to switch to Digital Advertising of their products or offers, and also drive conversion inside such Ads. The consumers could then pick-up the products ordered, or alternatively other methods of coordination can decide last-mile delivery. In this paper, we propose 3 feasible '1+ click conversion' methods, with the term `1+ click conversion' indicating a few additional clicks, mostly on account of digital payments settlement specific to India. The 3 methods we propose are: A. Display advertising in mobile app followed by deep linking to any UPI payment app for conversion, B.Display advertising on mobile web followed by deep linking to UPI payment apps C.Display advertising using HTML5 in desktop web while at the same time using a withinAd conversion opportunity. In each case, we also identify the technically feasible changes in App, browser or Ad ecosystem required for such `1+ click conversion' methods to be implemented.

Pages: 20 pages
Date: 2021-06
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