BigAdda rides high on TV Advertising. Still disappoints
(Rate this article)
Loading ...Email It!
On August 7th we blogged about BigAdda’s TV Ad campaign and how this was going to impact their Alexa rank and graph…
“The Alexa Graph will be on its way up. Their current rank in India seems to be 763. Would expect them to be in the top 200…”
Well that’s exactly what has happened:
August 5:
August 25:
Their 3 month Alexa average rank has changed from 51,088 to 28,580 (Daily rank is hovering around the 7000 mark).
Indian rank has improved from 763 to 165.
But BigAdda continues to dissapoint. What’s wrong?
- The site just isn’t engaging enough. Stickiness is next to nil. There’s absolutely nothing new. Users are going to come and users are going to leave.
- They claim to offer, “the best of Orkut, MySpace, FaceBook and YouTube”
The best of Orkut, MySpace, FaceBook and YouTube would be a site which combines your network of friends on all these social networking sites and serve them together. Has a common display for all your scraps from your scrapbook or wall. The YouTube angle would be serving the videos which your friends have been watching.
Serving the ‘best of those sites’ is not mirroring their service and hoping people would stick on your site. The users will sooner rather than later - realize YouTube has more videos than your site. Orkut has more friends than your site can offer. FaceBook has cooler Apps on offer. Blogger and Wordpress are better blogging platforms.
- The site is positioning itself as a destination for meeting NEW PEOPLE.
As part of our social networking study we found out that Indians don’t use Social Networks to link with new people. They are primarily using it to meet up all old friends from school, college etc.
Maximum interaction happens with current day offline friends. Users are using Orkut as an online platform to connect with offline friends.
This doesn’t mean users are not making new friends – they are. But major pulling factor is connecting with old friends and using the online platform for hanging with your current friends.
Where do the new friends come from?
If you’ve been on a Social Network for a long time and have made a lot of new friends it’s mainly because of finding like minded people from Communities of your interest rather than arbit – Can I have Friendship scraps.
The ADDAs of BigAdda are not being highlighted.
Rather than having Outdoor Advertising hoardings scattered all over the place – they should be placing huge ads right outside college gates.
"Join your College Community on BigAdda" - And if they go the extra mile and mention the name of the college on the hoarding, it would ensure an even greater response.
Though Ideas At Work came up with a decent ad – it was just too clichéd.
The good thing is that BigAdda is advertising on niche channels which command net-savvy youth viewers.
Since a massive amount of money is anyways going to be spent – creating multiple ads and running them on relative channels would have been better.
Eg: Am quite an avid English Premier League (Football) fan. Every second ad during EPL Shows, matches was that of BigAdda.com.
Now, if they served a Sports related ad and said – Football, Cricket, F1 and everything else on BigAdda.com – it would make much greater sense.
Niche social networking is going to define the future of social networking.
Pull out Mr. Anil Ambani’s plug of unlimited advertising spend and there’s very little chance BigAdda are going to be able to achieve their 10 million consumer target in 3 years.
Loading ...
LOL !!!
"Users are using Orkut has an online platform to connect with offline friends."
Should we begin to expect such grammatical errors on a regular basis from you guys? Just wondering.
Thanks for pointing out.. Its good to know watblog is being read so closely :)) But we shall try and improve on this.. These things happen when we are in a hurry and have WATConsult work and in between all that we want to blog for readers like you. Hope you would forgive us for this and keep reading WATBlog
Thats not a grammatical error but a spelling error. But I love the selective reading capabilities of our readers.