Multi-channel Digital Marketing Strategy in an Emerging Economy: The Case of Flintobox in India

  • Kuttimani Tamilmani
  • Nripendra P. Rana
  • Yogesh K. Dwivedi
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


The Indian e-commerce growth story is very promising and estimated to reach market size of US $120 billion in 2020 (PWC, Evolution of e-commerce in India Creating the bricks behind the clicks,, 2018). The majority of the horizontal market players who are fighting out for their share of pie in the market are making huge losses in billions. However, a start-up named flintobox operating in niche market has reached profitability through multi-channel digital marketing strategy. This research employed case study methodology through combination of interview and unobtrusive protocol for data collection. The findings revealed that search engine marketing did not work for flintobox. Whereas, discovery platforms such as social media and native advertising platform reduced their bounce rate from 90% to 50% and increased the conversion rate from mere 0.5% to 2%. The search traffic drastically dropped from almost 80% in the start to just 2% with discovery platforms contributing to 98% of the traffic at present.


Digital marketing Start-ups Subscription commerce 


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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Kuttimani Tamilmani
    • 1
  • Nripendra P. Rana
    • 2
  • Yogesh K. Dwivedi
    • 3
  1. 1.International Business, Marketing & Branding Research Centre (IBMB), School of ManagementBradford UniversityBradfordUK
  2. 2.School of ManagementSchool of ManagementSwanseaUK
  3. 3.Emerging Markets Research Centre (EMaRC), School of ManagementSwansea UniversitySwanseaUK

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