Digital Agencies

GUEST ARTICLE: Pro-tips for CMOs – optimise your digital marketing game in 2023

Published

3 years ago

January 18, 2023

Mumbai: This year, we witnessed brands investing significantly more in digital marketing, setting the tone for the coming year, when the competition is expected to further increase. With decreasing attention spans, the digital marketing industry is ever-busy producing the next big thing in marketing and the advent of new and improved marketing techniques calls for brands to scurry for the scarce consumer attention, amping up the CPCs (cost-per-click) in the process. So how does one ensure that the campaigns are performing better than this year and delivering a better ROI? Here are six tips to optimise and improve the performance of digital marketing campaigns in 2023.

Research: To discover new patterns in brand trends, marketing professionals need their eyes glued to the key performance indicators (KPIs). As we advance into the digital-first lives, quantifying the sales figures, brand search, and other major external factors patterns will be increasingly crucial.

For this research, basic analytics tools such as Google Analytics (GA4), Search Console, Google keyword planner, SEM Rush, Google trends, or social media pages suffice. Insights from these tools need to be compared, analysed and tallied with the customer relationship management data to validate if the digital search and brand trends are following the same trajectory as the sales of your brand.

Additionally, the self-evaluation of the brands should also include other KPIs such as engagement rate, unique visitors on the website, average session duration, conversion rates, and sales-related numbers.

Audit: Though the word evokes anxiety and negative sentiment in most marketers, audits are appreciated by honest professionals. Audits are crucial to determine the effectiveness of marketing strategies and campaigns. Going into 2023, marketers should, with a fine-tooth comb, go through the performance of the brand’s website, social media presence, digital and traditional media presence, as well as branding and performance marketing campaigns that are running on different platforms such as Google ads, Meta ads, etc. Aggressive audits are not only for determining the lacunae in the strategy but also for improving and setting realistic goals for the brand.

Audience connect: For most of the brands, the better part of their direct and indirect target audiences are the tech-savvy gen-z who, having grown up with the internet and its huge knowledge base at their fingertips, are a highly aware and reactive generation.

In the coming year, it will be crucial for marketers to understand what this audience wants to listen to and fine-tune their symphony, accordingly. Needless to say, the principal aim of marketing is connecting with the audience at all levels, right from understanding their needs concerning the products and services to generating the very need to engage with the brand. Once you can put your finger on what makes your brand the need of the audience, the next year’s marketing plan is half done.

Right communication: Once you know who your audience is and where your brand needs to improve, focus on the right form of communication. With their shrinking attention span, you perhaps have just one ad copy, creative or video to captivate the audience.

Gaining consumers’ attention continues to be a challenge, especially with a lot of clutter already on the web. The sharper your content, the more the audience is compelled to engage and with an increased chance of brand recall. With the right communication, you are closer to your sales target.

Integrated media planning: In 2023, with the expected rise in competition in the digital marketing arena, no marketer can do without integrated campaigns. Regardless of the different communication formats of the platforms, the central theme of the campaign needs to be integrated and aligned towards the common goal, creating a melodious symphony for the audience as well as the brand.

For example, while optimising your search engine campaigns for 100s of keywords, you should also focus on integrating elements of branding campaigns via Google Display, YouTube, Facebook and Instagram, creating a push factor, resulting in holistic campaigns.

Similarly, for a successful PR campaign, let’s suppose you got an article featured in leading publications. Now, to get the most value out of your PR efforts, that article needs to be further promoted among the target group without incurring much extra cost via cost-effective channels such as social media, WhatsApp messages, SMS and e-mail marketing. For instance, a social media post can be made related to that article boosting your consumer engagement. Further, an email, SMS and WhatsApp message can be sent to the captured and opt-in database of the audience promoting the article, driving people to read the entire piece.

Automation: To achieve the most efficient execution, marketers must consider using automated solutions for several client-servicing options. Automation not only saves time and effort from micro-managing but also helps channelise creativity into major marketing campaigns.

Apart from increasing internal efficiency, automation can further customer satisfaction. For example, small steps such as automated personalised and instantaneous responses for customer enquiry can add warmth and personal touch to communication without taxing too much manpower.

Optimised execution: Imagine for a great meal, you bought all the ingredients and mixed them in the right quantities but forgot to adjust the flame, resulting in burnt food: what a futile exercise!

Much like the flame in cooking, optimization is key in digital marketing campaigns. Even with the right research, perfect creative and ad copy, and an amazing media plan, without timely execution and continuous calibration of the KPIs of the campaigns, all the efforts are in vain.

The key to a perfectly optimised campaign execution is to continuously track the campaign’s direct and indirect impact on sales as well as brand recall value; this exercise is invaluable not only because it helps in determining the net performance of the campaign but also because some campaigns might look non-performing while their indirect contribution ends up being the most effective one.

Much like the ever-changing consumption patterns in the market, the Digital Marketing landscape is equally dynamic. To stay at the top of this game, above any hack, any marketing guru can come up with, is the marketer’s instinct. A good marketer not only understands the need of the hour but also can foresee the demand that is to come and starts pitching for the change. While these tips will hold you in good stead in the coming years, a sharpened instinct will carry you through the decades.

The author of this article is SRV Media VP marketing Vinay Babani.

Digital Agencies

GUEST COLUMN: Deepankar Das on the feedback problem slowing creative teams

Published

1 month ago

February 2, 2026

indiantelevision.com Team

BENGALURU: For years, creative teams have learned to live with ambiguity. Vague comments, last-minute changes, feedback that arrives without context, clarity, or conviction. It became part of the job – something teams worked around rather than getting it solved.

But as we head into 2026, that tolerance is wearing thin.

Creative work today moves faster, scales wider, and involves more stakeholders than before. Teams are producing more content across more formats, often with distributed collaborators and tighter timelines. In this environment, guesswork is no longer a harmless inconvenience. It’s a cost – to time, to budgets, and to creative mindspace.

The real problem isn’t feedback, it’s how it’s given

Most creative professionals you see today will tell you they’re not against feedback. In fact, they rely on it. Good feedback sharpens ideas, strengthens execution, and pushes work forward. The problem is ‘unclear’ feedback. When someone says “this doesn’t feel right” without context, they aren’t just revising – they’re basically decoding. They’re guessing what the problem might be, trying different directions, and burning time in the process. Multiply that by a few stakeholders and a few rounds, and suddenly days disappear.

In 2026, when teams are expected to deliver faster without compromising quality, interpretation is a luxury most can’t afford.

Scale has changed rverything

Creative projects used to be smaller and simpler. A designer, a manager, maybe one client contact. Feedback loops were short, even if they weren’t perfect.

Today, the same project might involve internal marketing teams, agencies, freelancers, brand reviewers, and regional teams. Everyone has a say. Everyone leaves comments. And often, those comments don’t agree. More people reviewing work means alignment matters more than ever. Clear feedback isn’t just about being nice to creative teams, it’s about keeping projects moving when complexity increases.

Guesswork quietly wears teams down

One of the less talked-about impacts of unclear feedback is what it does to people.

When feedback is vague or contradictory, creatives second-guess their decisions. They hesitate. They overwork. They keep extra time buffers “just in case.” Over time, confidence drops. Ownership fades. Work becomes safer, not stronger. Creative energy gets spent on managing uncertainty instead of pushing ideas forward. And in an industry already grappling with burnout, unclear feedback adds unnecessary mental load.

Actionable feedback is a shared skill

Clear feedback doesn’t mean controlling creative decisions or dictating every detail. It means being specific enough that someone knows what to do next.

Actionable feedback answers three basic questions:

What exactly needs attention?
Why does it matter?
What outcome are we aiming for?
This applies whether you’re reviewing a video frame, a design layout, or a copy draft. The clearer the feedback, the fewer follow-ups it creates. In 2026, teams that treat feedback as a skill and not an afterthought, will move faster with less friction.

Tools shape behaviour (whether we admit it or not)

The way feedback is delivered is often dictated by the tools teams use. Comments buried in long email threads, messages split across chat apps, or notes detached from the actual work all contribute to confusion.

When feedback lives outside the work, context often gets lost. When it’s disconnected from versions and timelines, decisions get questioned. When it’s scattered, accountability disappears. More teams are starting to realise that feedback problems aren’t just communication issues, they’re workflow issues. How work moves between people matters just as much as the work itself.

From Opinions To Alignment
One of the biggest shifts happening in creative teams is a move away from purely opinion-driven feedback. Instead of “I like this” or “I don’t,” teams are asking better questions:

● Does this meet the brief?

● Does this solve the problem?

● Does this align with the goal?

This change reduces unnecessary back-and-forth and helps feedback feel less personal and more productive. It also makes decisions easier to explain and defend. As creative work becomes more strategic, feedback has to support that shift.

2026 Is About Fewer Loops, Not Faster Loops

There’s a misconception that speed means moving through feedback cycles faster. In reality, the most creative teams aren’t just accelerating loops, they’re reducing them. Clear, actionable feedback upfront leads to fewer revisions later. Clear approval stages prevent last-minute surprises. Clear decisions stop work from circling endlessly.

In 2026, efficiency won’t come from working harder or longer. It will come from designing workflows that respect creative time and attention.

Ending guesswork is a mindset change

Ultimately, ending creative guesswork isn’t just about better tools or processes. It’s about mindset. It’s about recognising that clarity is an act of respect – for the work, for the people doing it, for the time invested and for the mindspace used. It’s about moving from “figure it out” to “here’s what we’re aiming for.”

Creative teams that embrace this shift will find themselves not only delivering faster, but also enjoying the process more. And in an industry built on imagination, that might be the most valuable outcome of all.

Digital Agencies

Kunal Wanvari steps up as senior brand and digital marketing manager at Franklin Templeton India

Published

2 months ago

January 19, 2026

indiantelevision.com Team

MUMBAI: Franklin Templeton India has elevated Kunal Wanvari to senior brand and digital marketing manager, signalling a continued push towards data-driven brand building and digital-first engagement in a crowded asset management market.

Wanvari has spent nearly eight years with Franklin Templeton India, steadily rising through the marketing ranks. Prior to this role, he served as marketing manager and assistant marketing manager, working across brand strategy, content, digital media and campaign execution from the firm’s Mumbai office.

Before joining Franklin Templeton, Wanvari built his digital credentials at WATConsult, where he handled brand strategy and account leadership roles, and earlier at Kush Infosystems, focusing on SEO and performance marketing. His career began in sales and marketing roles, giving him a ground-up understanding of commercial storytelling.

A computer engineer by training with deep digital marketing expertise, Wanvari’s elevation reflects Franklin Templeton’s bet on hybrid marketers—equal parts brand, data and digital—as competition for investor attention intensifies.

Digital Agencies

PSB Xchange appoints Ankush Aggarwal as CXO, Sahil Sikka as CBO and CFO

Published

2 months ago

January 2, 2026

indiantelevision.com Team

MUMBAI: PSB Xchange, India’s digital marketplace for financial solutions and a flagship platform of Veefin Solutions Limited, has reinforced its leadership team with two senior appointments as it prepares for its next phase of growth.

Ankush Aggarwal has been named chief experience officer, bringing with him more than 20 years of experience across corporate banking and the SME ecosystem. In his new role, he will focus on shaping simple, seamless and results-oriented experiences for banks, corporates and ecosystem partners. Aggarwal has previously held leadership roles at Kotak Mahindra Bank, IndusInd Bank and SG Finserve, where he led initiatives across customer onboarding, credit processes, servicing operations and digital transformation.

Widely recognised for connecting technology, operations and business strategy, Aggarwal has consistently built scalable and compliant experience models. At PSB Xchange, his focus will be on strengthening platform thinking, governance and continuous improvement to enhance efficiency and customer outcomes.

Alongside him, Sahil Sikka joins PSB Xchange as chief business officer and chief financial officer. With over 15 years of experience in banking and financial services, Sikka has played a key role in building and scaling businesses. He was part of the founding leadership team at SG Finserve, where he helped create a listed NBFC, overseeing business strategy, capital planning, product development and governance. His work earned him the best CFO financial services award at the India CFO Awards 2024.

Earlier in his career, Sikka worked with HDFC Bank, Aditya Birla Finance and Kotak Mahindra Bank, driving growth across corporate banking and structured finance. In his dual role at PSB Xchange, he will focus on strengthening growth strategy, scaling operations sustainably and delivering long-term value through strong governance and collaboration.

Commenting on the appointments, PSB Xchange and Veefin Solutions Limited CEO Sorabh Dhawan, said the additions reflect the platform’s ambitions as it expands its engagement with banks and financial institutions. He added that Aggarwal’s experience-led approach and Sikka’s strategic and financial expertise will be central to driving sustainable growth and value creation in the years ahead.