Marriages may be made in heaven but marketers are cashing in on couples tying the knot by giving them a page on the worldwide web to document their wedding.
Retailers are riding piggyback on such domains by offering couples discounts on jewellery, sarees and honeymoon packages. The pay off, say marketing experts, is direct contact with potential customers.
"Many companies are showing interest in sponsoring or offering discounts,” said bharatmatrimony.com Chief Executive Officer Murugavel Janakiraman. “The companies reach prospective clients and increase business while couples too benefit. Thanks to sponsorships, offering domains free is not a problem,” said Janakiraman.
His site has been offering free web domains to couples tying the knot since February. “Marriage is a lifetime event and we wanted to make it as memorable as possible,” said Hemal, who documented her wedding with Chennai-based creative designer Hitesh Mehta on www.hiteshwedshemal.com
“I plan to upload some videos for my relatives abroad,” said Hitesh. “And if we get some good offers in the process, it makes more sense,” said Hemal.
“This is a very intelligent way of pushing products and services,” said marketing consultant Jagdeep Kapoor. “Marriages are the perfect occasion to grab customers’ attention as people are in the mood to splurge,” he said.
“Personalised marketing makes sense for advertisers. It is a platform to interact with consumers directly,” said Anupam Mittal, chairman and managing director of shaadi.com.