TV advertising took back seat, Jet.com was all-in for Online advertising this holiday season
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“ There is an interesting development that occurred in a run-up to Jet.com’s acquisition by Walmart.com. It abandoned all the TV commercials ” reports advertising firm MediaRadar.
Jet.com is not functional anymore. If you want to continue selling your Jet.com inventories, we can assist you in shifting them to Walmart till July 16, 2020. This is not an automatic process, sellers will have to place a request through the Walmart Seller Center or Contact us. If you are a new seller wishing to sell on Jet.com, don’t be disheartened, we can help you sell on Walmart.com instead.
However, the cutting that were made in the TV commercial space were attributed to the digital marketing space. It directly implies that Jet.com followed ‘all-in’ for digital marketing spectrum while TV took a back seat.
It is to be noted that increase in the spending was spectacular -250 times. in the digital marketing space. And, all this to facilitate holiday shoppers.
Jet.com made big strides in the e-commerce sector when it was acquired by retail behemoth Walmart and it’s CEO also taking the charge of Walmart’s online vertical.
However, what prompted Jet.com to make a paradigm shift in it’s marketing strategy – a company that planned to spent $100 million in marketing in it’s first year – is unclear.
But clearly the move has been spot-on. “Total sales on Jet.com grew fourfold year-over-year (YoY) on both Black Friday and Cyber Monday. Moreover, average order volume grew 19% YoY on Cyber Monday” reports a Business Insider report.
The online sellers can definitely take a cue from this development. When a giant like Jet.com ( in comparison with online sellers) builds it entire advertising campaign around online marketing, it shows the importance of what a measured, guided and precisely executed campaign do for your business.
However, this time Jet.com has hired WPP media agency. The agency will be responsible to lead multi-channel media planning for the e-tailer. This include overseeing the planning, buying and analytics. The average spending is assumed at $80 million. And most importantly, the majority will be related with the TV advertising. Can’t undermine the power of such a power communication channel!
Read: Mashable Story about the Jet.com abandoning TV commercial space for online marketing
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