Ram Ballampalli

Where does the most ad wastage happen when you run CPM/CPV optimised branding campaigns on YouTube or on any other branding platform (such as OTT)? For a pan India D2C e-commerce brand, in 8 out of 10 cases I have seen brands selecting the same demographic settings for paid branding campaigns (RnF) which they select for their performance campaigns (Purchase/Acquisition) and that becomes the biggest reason of ad wastage and a major reason of branding campaigns get failed to generate enough impact on top line. If you are a company which doesn't have humongous media budget (above 15-20 cr. per month), India is a vast country to run branding campaigns for pan India even if you can deliver your product pan India. If you select pan India or even top states from where you can get sales, you end up wasting 40-60% of your media budget. What needs to be done then? How the geos need to be selected? Let's understand it by an example: - Say you have Assam as the 12th highest contributor in terms of sales happening for your digital brand, and you will decide to include the whole Assam in your branding campaigns. - When you will do analysis at the end of the campaign, you would realise that 80% of your budget is spent in cities other than Guwahati while if you do the same analysis for your performance campaigns, you would realise 80% of your spend is happening in Guhawati. - If you try think from first principle of marketing, you would understand that branding campaigns were simply trying to create impressions and views for your creative which at fundamental level different than the performance campaign you have set on the same state. When brands graduate from performance to paid branding, brands forget to take care of this simple concept. The branding campaigns need to be planned at city level and not at state or country level. This phenomena is true even if you are selecting a very niche and relevant audience for branding campaigns. How to check if you are wasting money currently? - Simply compare the spend distribution of your branding campaigns (at city level) Vs. performance campaigns at city level and - map it with the cities contribution in your revenue and you would see the mismatch in pie chart for spends vs. revenue for branding campaigns. Note: This recommendation holds for digital first D2C brands trying to crack brand advertising with limited budget. If you are a mass brand such as Cadbury or Ariel, the approach will differ completely. Sharing a sample data of spends of branding campaigns across cities when run on Pan-India. I hope you can figure out what's wrong with it. #digitalbranding #paidbranding #brandingcampaigns

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🔍 𝐓𝐡𝐞 𝐄𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧 𝐨𝐟 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: 𝐅𝐫𝐨𝐦 𝐌𝐚𝐝 𝐌𝐞𝐧 𝐭𝐨 𝐌𝐚𝐭𝐡 𝐌𝐞𝐧… 𝐭𝐨 𝐍𝐨 𝐌𝐞𝐧? Remember the golden era of 𝐌𝐚𝐝 𝐌𝐞𝐧? When Piyush Pandey, Alyque Padamsee, and Prasoon Joshi ruled advertising with their ✨ creative spark ✨? Those 30-second TV spots created cultural moments that still give us goosebumps! 📊 Then came the 𝐌𝐚𝐭𝐡 𝐌𝐞𝐧 revolution of the 2000s. Suddenly, every marketer became best friends with Excel sheets. RoAS, CTR, and CAC became our daily vocabulary. Data wasn't just important - it was everything. Creative intuition took a backseat to A/B testing and analytics. But here's where it gets interesting: 🎯 𝐓𝐡𝐞 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐄𝐫𝐚: Google and Facebook became the new TV networks. Every click, like, and share became currency in the attention economy. 📱 𝐓𝐡𝐞 𝐌𝐨𝐛𝐢𝐥𝐞 𝐄𝐱𝐩𝐥𝐨𝐬𝐢𝐨𝐧: Apps replaced websites. Marketing went from periodic campaigns to always-on conversations. Now, we're witnessing another seismic shift - 𝐭𝐡𝐞 𝐫𝐢𝐬𝐞 𝐨𝐟 𝐀𝐠𝐞𝐧𝐭𝐢𝐜 𝐀𝐈. 🤖 But here's the million-dollar question: In a world where AI can write copy, design creatives, and optimize campaigns, what's our role as marketers? My take? We're evolving from: Mad Men (Creative Kings) To Math Men (Data Wizards) To Orchestra Conductors (AI Orchestrators) 𝑯𝒆𝒓𝒆 𝒊𝒔 𝒕𝒉𝒆 𝑭𝒖𝒕𝒖𝒓𝒆 𝑴𝒂𝒓𝒌𝒆𝒕𝒆𝒓'𝒔 𝑷𝒍𝒂𝒚𝒃𝒐𝒐𝒌: 1) 𝐅𝐫𝐨𝐦 𝐂𝐫𝐞𝐚𝐭𝐢𝐨𝐧 𝐭𝐨 𝐂𝐮𝐫𝐚𝐭𝐢𝐨𝐧: Our role isn't diminishing - it's evolving. We're becoming orchestra conductors, orchestrating AI tools to create marketing symphonies. The human touch isn't in the execution; it's in the strategy. 2) 𝐓𝐡𝐞 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐏𝐫𝐞𝐦𝐢𝐮𝐦: AI can tell us what's working, but it can't (yet) tell us why it matters. The future belongs to marketers who can translate data into meaningful brand narratives. 3) 𝐓𝐡𝐞 𝐓𝐫𝐮𝐬𝐭 𝐅𝐚𝐜𝐭𝐨𝐫: In a world of deep fakes and AI-generated content, authentic human connection becomes more valuable, not less. It’s a thought-provoking reality we need to grapple with. What role will we, as marketers, play in this AI-driven future? Let’s discuss! 💭 #MarketingEvolution #AIinMarketing #FutureOfMarketin

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Secret Cold Calling Script: In this insightful guide, we reveal 6 Cold Calling Secrets That ACTUALLY Work in India that will revolutionize your approach to cold calling and skyrocket your sales success. Watch now✨️ 🔗 https://lnkd.in/gcvCWnjq

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🎯The second episode of Toyow PodMasters 2024 is live now! Explore Top Marketing Strategies for Podcast Growth with Hrishikesh Kannan ( Hrishi K ) , Gautam Raj Anand, Mitesh Kothari , M V S Murthy ( MVS ) Aditya Kuber 📈✨ 👉 https://shorturl.at/8ZIM1 #MarketingTips #MarketingPodcast #MarketingMasterclass

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Here's a tactic to use when your B2B emails are not getting good responses. ft. Kaushik Mhadeshwar Watch the full conversation: https://lnkd.in/dd2EcnBs #EmailResponse #EmailMarketing #EmailMarketingTips #B2BEmailMarketing #BridgeGap

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All these points make SEO sound so amazing. And it is, no doubts about it. But considering the time, efforts and the amount you pay to the SEO consultant, sometimes paid search rankings are better suited for your needs. Set a budget, and opt for paid search ranking for 1. Launching of a new business or brand 2. Creating awareness of a limited-time/seasonal offer 3. Displaying your information for keywords that your competition ranks higher 4. Customizing search results based on search input So think what it best for your business, and then work out the time and budget. Don't forget to project the ROI based on realistic outcomes.

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Your #ecommerce brand only has 5 seconds to distinguish itself in the environment my guest, Pratik Bhadra, of Netcore Cloud and Unbxd Inc., A Netcore Company, calls the “attention recession.” Check out our interview for tips on breaking through and reducing friction in the buying process. #ecommerce

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Resonates with our approach at Expertia AI

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Expert Marketing Insights from the 2nd Brew & Brainstorm: B2B Marketeer Roundtable Presented by ObserveNow Shalini Agrawal - SAP offered her insights on the evolving B2B marketing landscape. An evening rich with marketing wisdom and brewed innovative strategies, setting the stage for future marketing trends. #ObserveNowMedia #MarketeerThinkTank #VirtualRoundtable #B2BMarketing #BusinessStrategy #ThoughtLeadership #networkingevents #ProfessionalGrowth #InnovationinMarketing #DigitalTransformation #marketingtrends2024 #Gurugram #ObserveNowB2B #ObserveNowMarketeer #ObserveNowB2BMarketeer #ObserveNowMarketeerThinkTank #b2bmarketeerthinktank

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Digital-first branding is reshaping the business landscape, with over 900 D2C brands making a mark across various sectors in India. This strategic approach ensures a seamless brand experience for customers across digital platforms. Embracing a digital-first mindset can lead to improved productivity, growth, and customer satisfaction. The market emphasizes four key types of digital transformations: business, process, domain, and culture, each with its own drivers and goals. #DigitalBranding #BusinessTransformation #CustomerSatisfaction #DigitalFirst #Marketing #Advertising #Sales #d2c

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B2B Event Marketing in India: Opportunities & Challenges 🚀🎯 India’s dynamic and rapidly growing business ecosystem offers a fertile ground for B2B event marketing. From industry expos to networking summits and virtual webinars, the opportunities to create meaningful business connections are immense. The B2B events and exhibition market in India is experiencing significant growth: Revenue Growth: In 2020, the market's annual revenue was over $1.4 billion, and it is expected to reach over $2.8 billion by 2026, indicating a compound annual growth rate (CAGR) of 12.28% from 2021 to 2026. (ref: Statista) Market Size Expansion: The overall event and exhibition market in India is projected to grow from an estimated $5.23 billion in 2024 to $7.80 billion by 2029, with a CAGR of 8.28% during this period. (ref: GII Research) Opportunities in B2B Event Marketing: - Diverse Industries: India’s booming sectors like tech, manufacturing, healthcare, and startups provide endless possibilities for specialized B2B events. - Emerging Markets: Tier 2 and Tier 3 cities are witnessing a surge in business activity, opening doors for localized events and niche audiences. - Hybrid Events: The adoption of hybrid formats (combining physical and virtual elements) allows for wider reach and engagement. - Digital Integration: Advanced tech tools like AI-driven analytics, CRM systems, and immersive AR/VR experiences enhance event personalization and ROI measurement. - Collaborative Ecosystem: Partnering with government bodies, trade associations, and international players can amplify the reach and impact of events. Challenges in B2B Event Marketing: - Audience Acquisition: Attracting the right decision-makers often requires targeted strategies and a deep understanding of niche industries. - Budget Constraints: Balancing event quality with cost-effectiveness is a common concern, especially for startups and smaller businesses. - Tech Adoption: While digital tools enhance events, ensuring seamless tech integration and adoption by all stakeholders remains a challenge. - Post-Event Engagement: Keeping the conversation alive after the event and converting leads into tangible results requires robust follow-up mechanisms. Keys to Success: - Data-Driven Planning: Leverage analytics to design events that align with attendee preferences and business goals. - Localized Strategies: Understand regional nuances to craft more relevant and impactful experiences. - Storytelling & Branding: Make your event stand out with compelling narratives and a strong brand presence. - Focus on ROI: Continuously measure outcomes and optimize strategies for future events. India’s B2B event marketing space is as promising as it is challenging. With the right mix of creativity, strategy, and execution, businesses can build strong networks and drive impactful growth. #B2BMarketing #EventMarketing #BusinessGrowth #IndiaBusiness #NetworkingOpportunities #Marketing #Strategy

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*Marketing in a Data driven world* You are Data. Everything is Data. Everything that you do is Data. Everything that you do Not do is also Data. If there's one business function that has had a dramatic leap from analog to Data world, it is marketing. From being a silo support function to being at the forefront of revenue & business growth, from being a bunch of creative ideators to a team of performance & digital specialists, Data analysts, research & online revenue specialists - today marketing looks nothing like it was even a decade ago. And with Tech disruptions blurring the lines, marketing does all & more to be the growth engine of any business. At Magicbricks , we practice 'heartbeat marketing' which is at the cusp of Technology, Data and Consumers. Read some.more in this article. https://lnkd.in/gh222H-e

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🚀Exciting news for Brands & Marketers! Mindshare India has officially launched its much-anticipated "Content Marketing Report". 📈 In today's digital era, where "Content is King," staying ahead of the latest trends is key. Mindshare India's comprehensive report empowers brands & marketers with the knowledge and tools they need to elevate their content strategies to new heights. 📊 Interesting material for your next big presentation: 🔍 Trends & Insights 🏆 Best Practices 💡 Expert Advice & more This report is a must-read for anyone looking to enhance their content marketing game. Don't wait, get your copy today! 📖 Access the report here: https://shorturl.at/qM148 Amin Lakhani Ajay Mehta Ruchi Mathur Niraj Ruparel Vipasha Bhuptani Makarand N Nidhi Bakhru Aashita Jhamb Devanshi A. Yuvraj Rana Rishi Sharma #ContentMarketing #Mindshare #DigitalMarketing #ConsumerInsights #News #Trends #BrandSuccess

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Did the demo yesterday of the self certificate ecosystems created by MIB for advertisers to be part of the self certification ecosystem as per order of the supreme court . Brace for impact. Here is my take . 1. Easy to use 2. Difficult due to scale 3. Who in the organization will sign it off . 4. Which agency will take liability of the creative. 5. Every thing you put out in public has to be self certified . Social media post to events calendar posts to meme. 6. Mediation ecosystems will not be able to work as they would not be able to get all relevant info on the advertisements either as bid information or header. 40% plus I believe of media spends is programmatic. How does the certificate info flow into these ecosystems . 7. Small shop owners ,SME, SMB, this is additional compliance . 8. Dynamic ads , retargeting ads , product feedads , product carrousel ads . How will they get certified. 9. User behavior based AI ads how will they get certified. 10. AI, avatar based advertising conversation . how will that get approved . 11. inhouse Ads eg. netflix advertising their series on Netflix . or Times prime on TOI will they also need to be certified. 12. Regulated industry like insurance , trading, banking it's an additional portal to upload the creative. 13. Pharma / Food / FMCG / Nutraceutical it will be a pain. 14. 18th is the D-Day. Brace for impact. One observations who takes certification for advertisers coming from outside India . One side conversation : Betting , RMG.. how does this work on certification . category is banned on platforms butbthey fine ways with invideo placements . will that also have to be certified. One hack . competition mapping will become so much easier. All you have to do is go to these portals and see what your competitors are uploading and replicate or attack faster. last but not the least will these portals hold due to deluge of certifications . will it hold from a tech and scale perspective. GSt, Incometax portals have faced challenges in the past. #selfcertification #advertising #indiadigital #governance #braceforimpact.

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Smart, catchy ad! Clear value + urgency = better ROAS. Test and tweak for top results!

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