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Tag: ETML

  • Our AI growth engine gives brands the ability to scale their marketing with full confidence: Amitek Sinha

    Our AI growth engine gives brands the ability to scale their marketing with full confidence: Amitek Sinha

    Mumbai: We live in a digital era where everything is driven by data and analytics. With increasing competition, becoming visible to the intended customers has become very crucial for brands vying for the audience’s attention. In such a scenario, several digital marketing agencies are emerging on the scene. But the ones doing a commendable job at helping brands scale up their size and presence are far and few.

    Incepted in the year 2013, Etml is headquartered in Saket, New Delhi. Its founder & CEO, Raghav Kansal, was in his third year of college when he started his first venture, Edulution Technologies, with a couple of friends intended to be an online portal solely catering to engineering students and aspirants. It was started in 2010 and was operated till mid-2013. The ride wasn’t very smooth for the team and the business was not picking steam despite the website getting a decent traction. Raghav still wasn’t disheartened and decided to give entrepreneurship another go. The good thing that came out of his maiden venture was that in the process of promoting his business online, Raghav took up an active interest in the digital marketing space.

    Indiantelevision.com’s Rohin Ramesh caught up with Etml co-founder & COO Amitek Sinha where he discussed how data when coupled with a hyper growth attitude can radically transform the way companies acquire and grow with high value customers.

    Edited excerpts

    On some key factors that contributed to your success since the company’s inception in 2013

    Our success at ETML, since we started in 2013, comes down to one simple truth: it’s in our DNA. The core of everything we do revolves around People, Process, and Data. Data, especially, is what drives us—it’s the backbone of our approach and the reason we’ve been able to build data models and testing frameworks that deliver exceptional advertising ROI for our clients.

    The journey always starts with a solid data strategy and monitoring framework because, as we like to say, “what you can’t measure, you can’t improve.” It’s about digging deep into insights, studying customer behavior, and setting the right KPIs. Once we’ve laid that foundation, we focus on strategizing the best mix of audiences, channels, funnels, experiments, creatives, and messaging. And then comes the part where we bring it all to life with seamless execution—because without great execution, even the best plans fall flat.

    But it’s not just about data. It’s also the people behind the scenes—our team includes brilliant minds from IITs and top-tier engineering schools. Their expertise enables us to identify gaps, design smart experiments, and prescribe solutions that help businesses grow. Our process is rooted in a deep understanding of what works, and our track record shows it—whether it’s boosting revenue, improving ROI, or scaling brands across verticals.

    The businesses we work with have seen impressive results, from double- to triple-digit growth, and that’s what drives us to keep innovating. It’s a combination of building the right strategy, understanding the needs of the business, and executing flawlessly that has helped us become one of the fastest-growing digital agencies today.

    On technologies helping your clients achieve sustainable growth

    At ETML, we’ve built our success on innovation, and Adbytzz 2.0 is a perfect example of that. It’s our proprietary tool that brings together more than a decade of digital marketing experience, powered by both AI and human intelligence. Adbytzz 2.0 connects a brand’s data across all key marketing channels—campaigns, creatives, CRM systems, and more—into one central system. This allows us to deeply analyze and optimize every step of the customer journey, from the first click to the final purchase.

    What really sets Adbytzz 2.0 apart is its ability to continually fine-tune everything—audiences, platforms, creatives, you name it. This constant optimization has helped our clients achieve real results, like a 20% boost in revenue for a financial conglomerate and a 1.6x increase in leads for India’s top real estate group.

    Our AI growth engine gives brands the ability to predict and scale their marketing with full confidence. It’s not just about generating more traffic; it’s about growing smarter, optimizing budgets, and ensuring long-term success. In short, Adbytzz 2.0 allows us to take all the moving parts of digital marketing, streamline them, and deliver sustainable growth that our clients can rely on.

    On partnerships helping you stay ahead in the competitive digital landscape

    Being a Google Partner and Facebook Marketing Partner really helps us stay ahead of the game in the competitive digital landscape. These partnerships give us early access to new features, tools, and beta programs, which means we get to try out the latest innovations before they’re available to everyone else. This lets us offer our clients fresh strategies and cutting-edge solutions that keep them ahead of the curve.

    What’s also great is the direct support we receive from both Google and Facebook. When we’re tackling complex strategies or need quick solutions, having dedicated experts on hand is a huge advantage. It ensures that we’re always optimizing our campaigns to the fullest.

    Plus, these partnerships mean our team is constantly getting top-notch training, so we’re always up to date with the latest platform changes and best practices. All of this helps us deliver more effective, data-driven strategies that keep our clients ahead of their competition and drive real results.

    On the future of Etml

    We are targeting a very specific spot in the realm of digital marketing and we intend to grow in this niche. All our actions are planned and executed to progress one step at a time  towards our goal.

    Looking ahead, the next big step for Etml is international domination. We’ve already established a strong presence with offices in Dubai and Singapore, and we’re working with clients across the USA, Middle East, and beyond. But now, we’re aiming to really make our mark on a global scale. Our goal is to deepen our footprint in these regions, taking the success we’ve built and amplifying it across new markets. It’s not just about expanding geographically; it’s about bringing our unique blend of data-driven strategy, innovation, and flawless execution to a much bigger audience.

    As for the future of digital marketing, AI is definitely going to play a massive role, and we’re already preparing for that shift. But it’s not just about relying on AI. The key will be how we, as marketers, manipulate AI to work in our favor. We believe that while AI can do incredible things, it’s going to take sharp minds—our people—to harness it effectively. This is where we’re focusing our efforts, blending the power of AI with human intelligence to ensure it’s beneficial for our clients.

    At the same time, we know that data privacy and personalisation are two sides of the same coin. Consumers want more personalized experiences, but they also demand stronger privacy controls. Navigating this balance is going to be critical, and we’re already laying the groundwork by building systems and strategies that respect both. So, as we look to the future, we’re preparing to not just adapt but to lead the charge in this evolving landscape, ensuring that we stay at the forefront of innovation while continuing to deliver exceptional results for our clients.

  • The potential of AI in personalising festive shopping experiences

    The potential of AI in personalising festive shopping experiences

    Change is the only constant in life and nowhere is the more evident example than the marketing industry undergoing a significant transformation. The introduction of artificial intelligence (AI) and generative AI like ChatGPT, has provided marketing teams with several options to reach out to their customers. With festival season approaching the Indian subcontinent, brands are all set to make the most of AI technologies and maximise their sales; they allow customers to immerse themselves in personalised shopping experiences by anticipating what they want to buy before making their own decisions. Moreover, AI along with machine learning and deep learning goes beyond conventional personalisation and produces relevant and customised ads for specific customers.

    Considering the diverse implementations of AI in marketing, Statista conducted a marketers’ survey in India in 2023. Approximately 42 per cent of respondents revealed that their organisation is now in the trial phase of implementing AI into their marketing strategies. In contrast, over 9% of them stated that their companies have fully integrated these modern technologies into their marketing strategies. This increase in numbers reflects the numerous benefits of AI, including data-driven customisation, precision targeting, return on ad spend (ROAS), and so on.

    Data-driven personalisation

    The increasing popularity of artificial intelligence over the last two-three years has brought about a revolutionary shift in conventional marketing processes. The concept of personalisation has gone old with hyper-personalisation gaining momentum. By employing real-time data to deliver contextually relevant information, hyper-personalisation delivers more real-time and individualised experiences.

    Personalisation is the activity of gathering customer data, analysing their preferences and behaviour and providing personalised experiences. On the other hand, Hyper-personalisation provides tailored information based on the customer’s present context, geographic location and even time. As a result, consumers are enjoying their shopping experiences both in-store and online. Based on the InMobi research, 83 per cent of Indian customers raised their shopping budget in 2023, indicating their satisfaction with improved marketing strategies.

    Gen AI conversational chatbots

    While traditional chatbots provide one-way communication leading to a monotonous shopping experience, generative AI chatbots assist brands in performing two-way communication with customers. For instance, a customer wants to purchase a t-shirt online. A standard chatbot might not understand the customer’s requirement for t-shirts with a “V-neck” or “round neck.” However, a Gen-AI bot can recognise it and will precisely present the buyer with relatable t-shirts. This means that the customers can ask direct queries and receive appropriate options, making conversational commerce a go-to option for customers.

    Precision targeting

    Companies may now get unparalleled insight into the complexities of consumer behaviour and preferences by leveraging the power of artificial intelligence. This comprehensive data enables the construction of highly targeted marketing strategies that appeal to certain audience segments. For instance, Google provides tools and insights to help marketers identify customers, measure success and modify their approaches in real-time. Companies may use Google Ads to acquire new consumers during peak hours by setting a new customer acquisition objective for performance max and search campaigns.

    Enhanced return on ad spend (ROAS)

    A smart marketing ROAS employs powerful machine learning algorithms to evaluate a company’s marketing actions and outcomes. By comparing current and previous efforts, AI delivers a full picture of their performance. In addition, with the implementation of AI, creative marketing techniques are identified based on enormous volumes of data, like marketing reports, industry trends and customer behaviour patterns. This becomes extremely useful for the brands during the peak festival season.

    Conclusion

    AI in marketing is not just the latest buzzword but rather a disruptive force. By adopting AI in marketing, companies can gain benefits with more personalised, efficient and successful campaigns. This, in turn, helps in substantially improving consumer experiences and achieving better outcomes. The impending festive season in India will provide several possibilities for marketers to boost brand value and sales. Companies may use generative AI and hyper-personalisation to transform client interactions and achieve success in a variety of industries, including e-commerce, grocery, and fashion. However, it is critical to note that, while AI may assist businesses with data-driven insights, it cannot replace the amount of human creativity and intuition required for effective marketing efforts.

    The article has been authored by ETML co-founder & COO Amitek Sinha.

  • How ETML crafts winning e-commerce strategies for Amazon and beyond

    How ETML crafts winning e-commerce strategies for Amazon and beyond

    Mumbai: We are all aware that the online shopping world moves fast. Amazon, the e-commerce giant, has revolutionized the way people shop, becoming an integral part of the global retail landscape. With millions of active users and a vast product catalogue, Amazon offers unparalleled reach and visibility for brands. As consumers increasingly turn to Amazon for their purchasing needs, the platform’s advertising capabilities have also evolved, providing businesses with powerful tools to connect with potential customers. Amazon Advertising now stands out as a must-have in any marketing strategy, offering advanced targeting options, innovative ad formats, and robust analytics that drive engagement, conversions, and sales.

    A recent study by Amazon Ads revealed positive results for small and medium-sized businesses (SMBs) in India leveraging advertising.  Here’s a quick rundown:

    1   Customer Acquisition: Nearly 9 out of 10 (85 per cent) SMBs reported success in acquiring new customers through their advertising strategy.

    2   Domestic Growth: Over three-quarters (78 per cent) of businesses found advertising aided their expansion within India.

    3   International Reach: A significant portion (69 per cent) reported advertising helped them grow their business internationally in the past year.

    That’s why we’re here to help your brand stand out from the crowd and win big. We leverage all the latest Amazon Ads features to get your brand noticed and boost your sales. Here’s how we do it:

    Comprehensive Keyword Research: We understand the importance of both paid and organic search rankings. By conducting thorough keyword research, we ensure your products appear at the top of search results, capturing more potential customers’ attention. Using Conversion Probability (CPR) analysis, we optimize keywords to rank highly in organic search as well.

    Brand Gating: Protecting your brand is crucial. We implement brand gating strategies to safeguard your products from unauthorized sellers, ensuring that your customers receive genuine products and that your brand reputation remains intact.

    Competitor Keyword Targeting: We strategically target competitors’ keywords and products, positioning your brand to capture their audience and increase your market share. This approach ensures that your ads reach a broader and highly relevant audience.

    Full Funnel Strategy: We utilize a full-funnel strategy with Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) campaign types and inventories. This comprehensive approach ensures your brand remains visible to potential customers at every stage of their buying journey.

    Optimization of Product Listings and Reviews: High-quality product listings and positive reviews are essential for converting clicks into sales. We optimize your product listings with compelling descriptions, high-quality images, and SEO-friendly content. Additionally, we encourage satisfied customers to leave positive reviews, boosting your product’s credibility and attractiveness.

    Laser-Focused Targeting: Imagine showing your ad only to people who would love your product. We make that happen! We use Amazon’s powerful targeting options to dig deep into your customer data. We’re talking about pinpointing the exact demographics, behaviours, and interests that perfectly match your ideal customer. For example, young professionals who are fitness fanatics if you sell activity trackers. This means you get more people who care about what you offer, leading to a skyrocket in your brand’s visibility and sales.

    Ads that Captivate: Forget boring text ads! We use all the cool new features Amazon has to offer, like captivating video ads and interactive experiences, to tell your brand story in a way that grabs attention. Like short, eye-catching videos showcasing your product’s benefits, or interactive quizzes that help customers find their perfect fit. These engaging experiences make people stop scrolling, learn more about your brand, and ultimately be much more likely to hit that “buy” button.

    Data-Driven Decisions: We don’t just throw ads out there and hope for the best. We use advanced analytics tools to track exactly how your ads are performing. We see how many people see your ad, click on it, and then make a purchase. This lets us fine-tune your campaigns in real time, focusing on what works best. Think of it as finding magic words that make your sales soar – that’s the kind of power we bring to the table!

    A Unified Marketing Force:

    We don’t work in silos. We connect your Amazon ads to all your other marketing efforts, creating a powerful, unified force. So, if you’re running a performance campaign on Meta/Google or social media blitz, your Amazon ads can work alongside them to give your brand a strong, consistent voice across all platforms. This cohesive approach makes a much bigger impression on customers and keeps them coming back for more.

    Amazon Prime Day Playbook: Amazon Prime Day is a golden opportunity for sellers to skyrocket sales, but facing fierce competition requires a well-oiled strategy. Here’s how to dominate Prime Day:

    1   Pre-Prime Day Prep: Build brand awareness with targeted ads, optimize campaigns for high-volume keywords, and ensure sufficient inventory.

    2   Prime Day:  Secure top placement with increased bids, target competitor products, use real-time data to optimize campaigns, and retarget interested customers.

    3   Bonus Tips:  Emphasize product visibility early and allocate more budget to Day 1 for better returns.

    Amazon Ads Gives You an Edge: Amazon Ads is offering a temporary boost for Sponsored Products campaigns during Prime Day by dynamic bid adjustments. This allows sellers to significantly increase their bids, grabbing more attention and boosting sales during the shopping frenzy.

    Sustaining the Impact After Prime Day: By continuing the higher bids for a week or so after Prime Day, sellers can maximize the impact and leverage the low CPMs to sustain increased visibility and sales momentum.

    Remember:  Preparation is key! By leveraging these strategies and Amazon Ads tools, sellers can position themselves for a successful Prime Day and maximize their sales potential.

    This article has been authored by ETML co-founder & CCO Rajeev Garg

  • How to leverage data driven insights to inform creative direction and execution

    How to leverage data driven insights to inform creative direction and execution

    Mumbai:India by 2030, will have almost a billion active screens. Of this, around 240 million will be large (TV, laptop, PC) and the balance will be small (mobile phones, phablets). Maintaining creative consistency while effectively engaging audiences is very essential in the world of digital marketing. Data analytics has emerged as a powerful tool to achieve this balance, providing actionable insights that drive informed decision-making.

    By leveraging data analytics, advertisers can maintain creative consistency while adapting to the dynamic needs of their audience. This approach not only enhances brand loyalty but also drives business growth through more effective and engaging advertising strategies. 
    While intuition and experience have traditionally guided creative decisions, data analytics now offers precise, actionable insights that can significantly enhance the effectiveness of creative strategies. By analyzing data related to locations, demographics, gender differences, and conversions, advertisers can refine their creative direction and execution to maximize impact.

    Insights related to Line of Communication (LOC)

    Data-driven insights play a pivotal role in refining the line of communication, particularly in the dynamic landscape of ecommerce. By harnessing data analytics, businesses can identify which forms of communication resonate most effectively with consumers. From performance marketing campaigns to social media posts, data unveils the nuances of customer engagement, revealing which channels drive views, purchases, and website traffic. Moreover, it provides crucial feedback on the effectiveness of communication strategies, pinpointing areas where engagement falls short of conversion. Equipped with these insights, businesses can tailor their messaging, optimizing communication to foster stronger connections with their target audience and drive measurable results. For example, if UGC is working really well for the beauty industry, then the concerned brands can take action to double down on influencer collaborations for their digital campaigns. The influencer marketing industry will continue to develop rapidly by 2028, with more than 80% of brands spending up to 30 per cent of their marketing budget on influencer marketing. Brands must identify influencers in the beauty niche with high engagement rates and authentic audience connections and incorporate them in their campaigns.

    Demographic insights

    Demographic data provides a wealth of information about the audience’s age, income level, education, and more. Analyzing these variables helps advertisers create more targeted and relevant content. For instance, an advertisement aimed at millennials might emphasize modern, tech-savvy visuals and language, while a campaign targeting older adults might focus on traditional values and simpler design elements.

    Gender differences

    Data analytics offer invaluable insights into the distinct ways males and females engage with marketing creatives. For example, an analysis might indicate that males tend to show higher engagement with advertisements featuring action-packed visuals or product demonstrations while females may exhibit a stronger affinity towards emotionally resonant storytelling or advertisements highlighting social impact. By identifying these nuanced responses, businesses can tailor their marketing strategies accordingly, crafting content that resonates authentically with each gender segment.

    Conversions and High Click-Through Rates (CTR)

    One of the most critical insights from data analysis is the disparity between high CTR and low conversions. This scenario indicates that while the creative is compelling enough to attract clicks, it fails to drive the desired action. By analyzing the point of drop-off, advertisers can identify weaknesses in the creative execution or the landing page experience. Adjustments such as clearer CTAs, more relevant content, or a more streamlined user experience can bridge this gap and enhance conversion rates. For example, in one of ETML’s partner brands having perfume as a SKU, data analysis indicated that showcasing the ingredients of a perfume in an ad resulted in high CTR, but the TG used to drop off during checkout. Same TG made huge purchases using ads highlighting the smell notes of the perfume. Hence, by studying this behavior, even though the earlier ads had high CTR, those were discontinued and new ads highlighting smell notes were incorporated ultimately improving the overall RoAS by 57%.

    Performance vs. Branding Creatives

    Balancing performance-driven and branding creatives is essential. Performance creatives are designed to drive immediate actions, like add to carts or purchases, while branding creatives focus on long-term brand recognition and loyalty. Data driven insights help in understanding which type of creative resonates more with the audience at different stages of the customer journey. This understanding allows for strategic placement of performance creatives to drive immediate results and branding creatives to build lasting relationships. For example, a performance focused creative of a home appliances brand would focus on USPs, benefits, usage with clear CTAs to perform a website action usually Add to cart, Initiate checkout or Purchase but the same brand would focus on their values and identity in the market using creatives when they would shift their focus on branding campaigns.

    CTAs on Creatives

    The call-to-action (CTA) is a crucial element in any creative. Data helps determine the most effective CTAs by analyzing which prompts lead to the highest engagement and conversions. Whether it’s a simple “Buy Now” or a more nuanced “Learn More,” the right CTA can significantly influence the success of an ad campaign.

    Enhancing Creative Strategies
    Data Collection: Centralize data from various sources to gain a comprehensive view of consumer behavior and preferences.

    Segmentation: Break down the data by LOCs, demographics, gender, and behavior to understand the nuances of different audience segments.
    Testing and Optimization: Use A/B testing to experiment with different creative elements and continuously optimize based on performance data.
    Iterative Approach: Regularly update creatives based on the latest data insights to maintain relevance and effectiveness.

    Conclusion

    Leveraging data-driven insights transforms the creative process from a purely intuitive art to a precise science. By analyzing consumer behavior and preferences, businesses can uncover invaluable information that informs every aspect of their creative endeavors. From refining messaging and visuals to optimizing delivery channels, data empowers marketers to make informed decisions that resonate deeply with their target audience. Ultimately, this integration of data into the creative process enhances effectiveness, driving engagement, conversions, and long-term success in today’s competitive landscape.

    This article has been authored by ETML co-founder and CCO Rajeev Garg

  • ETML wins the digital mandate for Keffy

    ETML wins the digital mandate for Keffy

    Mumbai: ETML, an advertising & analytics company has bagged the digital mandate for Keffy, a beacon of wellness in the health industry. This partnership marks a significant leap forward in blending the art of holistic well-being with the precision of digital marketing, leveraging data-driven strategies to enhance the impact of their initiatives.

    Keffy’s mission is to help individuals fully embrace life by offering top-quality supplements designed to support the body, mind, and spirit. Inspired by the Greek concept of ‘kefi’, they encourage a zestful approach to wellness, promoting enthusiasm in everyday living. They are dedicated to transparency and scientific integrity, carefully reviewing extensive research to provide products with genuine, scientifically-backed benefits.

    Commenting on the win,  ETML founder & CEO Raghav Kansal said, “We are thrilled to join forces with Keffy to pioneer the next chapter of digital wellness. Through this partnership, we aim to harness the power of technology to elevate Keffy’s well-being initiatives. Our comprehensive approach includes meticulous campaign optimization, real-time performance tracking, and insightful analytics. By combining our innovative marketing strategies with Keffy’s commitment to holistic health, we aspire to drive meaningful engagement and inspire positive change in the wellness industry.”

    Adding on to this, Keffy founder Paras Arora said, “At Keffy, our mission has always been to empower individuals to thrive in mind, body, and spirit. This partnership with ETML marks an exciting new chapter for us, as it allows us to amplify our impact and reach a broader audience than ever before. By leveraging ETML’s cutting-edge digital marketing strategies and performance-driven approach, we can enhance our outreach and engagement efforts significantly. ETML’s expertise in data-driven marketing and real-time analytics will help us to better understand our audience’s needs and tailor our offerings accordingly. Together, we are committed to creating a healthier, happier world, where wellness is not just a goal, but a way of life.”

     

  • Performance marketing agencies shaping the customer experience in FMCG sector

    Performance marketing agencies shaping the customer experience in FMCG sector

    Mumbai: In today’s fast-paced world, Performance Marketing Agencies are the driving force behind the transformation of Customer Experience in the FMCG sector. From captivating social media ads to interactive brand experiences, they ensure that every touchpoint leaves a lasting impression. In essence, Performance Marketing Agencies are the architects of a seamless and engaging journey for FMCG customers, redefining the way brands connect with their audience. By leveraging data analytics and targeted strategies, these agencies craft personalized campaigns that resonate with consumers on a deeper level.

    ETML

    ETML, with its innovative strategies and data-centric approach, is revolutionizing Customer Experience in the FMCG sector. By harnessing the power of data analytics, AI, and digital marketing, ETML crafts solutions purely based on data that resonate with consumers across various touchpoints. Their expertise lies in creating personalized campaigns, making full funnel dashboards, omnichannel attribution, utilizing first-party data in the post-cookie era, optimizing e-commerce platforms, and enhancing brand visibility through targeted advertising across all channels. With a deep understanding of consumer behaviour and market trends, ETML ensures that FMCG brands engage with their audience effectively, driving sales and maintaining long-term retention.

    Interactive Avenues

    Interactive Avenues, a pioneer in digital marketing, is revolutionizing Customer Experience in the FMCG sector through its innovative approach. By integrating cutting-edge technologies like AI and AR, they create immersive brand experiences that captivate and engage consumers. Through personalized content and targeted campaigns, they ensure that every interaction with the brand is meaningful and memorable. Their data-driven strategies enable FMCG companies to connect with their audience on a deeper level, driving loyalty and brand advocacy. In essence, Interactive Avenues is reshaping the landscape of FMCG marketing by leveraging the power of digital to deliver unparalleled customer experiences.

    WAT Consult

    WAT Consult, a trailblazing performance marketing agency, is revolutionizing the FMCG sector’s customer experience landscape. Through innovative digital strategies, they seamlessly integrate brands into consumers’ lives, fostering deep connections and driving engagement. Leveraging cutting-edge technologies like AI and AR, WAT Consult crafts immersive experiences that captivate audiences and elevate brand loyalty. By decoding consumer behaviour and preferences, they deliver hyper-targeted campaigns across multiple channels, ensuring maximum impact and ROI. With a keen focus on innovation and creativity, WAT Consult continues to shape the FMCG sector’s customer experience, setting new benchmarks for excellence in performance marketing.

    FoxyMoron

    Discover the story of FoxyMoron, an acclaimed full-funnel creative and performance digital agency established in 2008. Specializing in crafting future-ready brands across digital platforms, we integrate content, technology, media, and data to deliver cutting-edge solutions. Our portfolio boasts enduring partnerships with industry giants like L’Oreal, Netflix, Colgate, Amazon India, and more. Proudly affiliated with the Zoo Media Network, India’s largest independent marketing technology company founded in 2008 by Pratik Gupta and Suveer Bajaj, we share a vision of becoming the preferred network for global brands. With over 600 employees across offices in Mumbai, Delhi, Bangalore, New York City, and Dubai, Zoo Media epitomizes excellence in marketing technology.

    BC Web Wise

    BC Web Wise is transforming FMCG customer experiences through innovative performance marketing strategies. Leveraging data analytics, they craft personalized campaigns that resonate with target audiences, enhancing brand engagement and loyalty. By integrating cutting-edge technologies like AI and AR, they create immersive experiences, from interactive ads to virtual product trials, amplifying consumer interactions. Their agile approach allows for real-time optimization, ensuring campaigns are always relevant and impactful. Through dynamic storytelling and seamless omnichannel experiences, BC Web Wise empowers FMCG brands to connect with consumers on a deeper level, driving growth and differentiation in a competitive market landscape.

  • ETML launches Adbytzz 2.0, the AI platform to unlock digital-led growth for brands

    ETML launches Adbytzz 2.0, the AI platform to unlock digital-led growth for brands

    Mumbai: Since its inception in 2013, Adbytzz has played a key role in helping ETML to deliver best-in-class technology & data-led marketing solutions to enterprises & brands. ETML team of data scientists & digital marketers have been consistently evolving Adbytzz into something that can give a huge competitive advantage to its clients and has finally revealed version 2.0 of their marquee product.

    Adbytzz now connects & centralizes the brand’s data, campaigns & creatives from all key marketing channels, SaaS tools, CRM, MMPs, CDPs, Data Lakes etc and runs it through its AI growth engine. Under the hood of Adbytzz lies 100+ powerful growth recipes, frameworks, AI data models & experiments based on a decade-long of in-depth work by ETML in the digital marketing space. This enables the ETML team to perform deep analyses, monitoring & actionable across all fundamental building blocks of digital marketing to drive holistic business growth for its clients.

    “Adbytzz has turned each one of us at ETML into a data expert. We simply need to plug in Adbytzz to our accounts and with a few simple clicks, we can take advantage of 100+ data-driven deep analyses with predictive algorithms. It’s revolutionary, ‘quoted Ashutosh Upadhyay, Sr associate at ETML, while sharing his thoughts on how Adbytzz has strongly enabled him to deliver growth to the client portfolio managed by him.’

    Using the latest AI technology, Adbytzz’s algorithms reiteratively work on figuring out the best optimisation event, creative, audience, platform and other dimensions of digital marketing to deliver sustainable growth with full predictability.

    Image: Six dimensions of marketing powered by Adbytzz delivering holistic growth to its clients

    ETML founder and CEO Raghav Kansal shared his thoughts on this launch, “Adbytzz 2.0 now goes beyond the regular campaign optimisation, ad-wastage control and live triggers. Adbytzz has been instrumental in unlocking completely untouched growth levers for our clients including the establishment of some of the complex data models such as: Geosynthetic brand incrementality, fatigue predictions, guardrails monitoring, lead grading, audience suppression &  more.”

    Sharing a few success stories, Raghav mentioned, “ETML Team has already delivered significant growth results to its clients with the help of Adbytzz. For example, ETML helped a fintech unicorn App achieve 40X growth in acquisitions at 50 per cent reduced CAC and the adbytzz platform played a mission-critical role in driving such a high-intensity hyper-growth trajectory. For another client where ETML  helped a global FMCG brand scale 1.6x in revenue with 15 per cent reduced CAC, where adbytzz helped in deploying deep data models & analyses to help uncover key opportunities for unlocking this growth. There are several such sector-specific success stories where Adbytzz has played a pivotal role.”

    On asking if Adbytzz 2.0 will be positioned as a SaaS tool in the market for the brands to take its benefits, Raghav answered, “Brands today need a holistic solution that optimizes the entire marketing stack to deliver efficient growth. Something that’s best achieved via a man plus machine approach that ETML has championed over the decade. And that’s the reason, we have decided to launch Adbytzz as an internal tool for now. Adbytzz now acts as the operating system of our agency to deliver consistently cutting edge & tech-enabled growth solutions to our clients.”

    While ETML is already giving tough competition to global digital agencies, and now with Adbytzz 2.0, and the best marketing talent, it is embarking itself towards the path of becoming a global leader in this space. 

  • How interactive and immersive technologies are reshaping performance marketing industry

    How interactive and immersive technologies are reshaping performance marketing industry

    Mumbai: Interactive and immersive technologies are quickly changing the landscape of performance marketing in the Indian industry, proposing innovative ways to interact with consumers and drive impactful campaigns. Interactive technologies resembling quizzes, polls, and AR filters are driving things up, while immersive technologies like VR and AR are recommending users new scopes.

    Now, in the era of Performance Marketing, Brands can track their marketing strengths with precision, seek out specific demographics with ease, and measure ROI like never before. As consumers devoted more time online, digital performance marketing turned out to be the golden thumb rule for reaching them where they were most active (on their screens).

    Incorporating Immersive Technologies into Your Marketing Approach

    Virtual Showrooms and Product Demonstrations

    One aspect that can always be injected with more creativity is product demonstrations. Creating virtual showrooms where customers can explore products or services in a 3D environment proves especially beneficial for industries where the purchase process can be solidified for heightened customer satisfaction. For instance, Lenskart’s Try on Glasses on the App.

    Infusing Game Elements into Marketing

    Developing interactive games and experiences featuring your products or brand allows customers to engage with your outreach in diverse ways. Gamification encourages customer interaction and competition, driving user participation, fostering positive brand perception, and cultivating long-term loyalty.

    Interactive Storytelling

    Engaging your audience in a narrative and enabling them to interact with various characters and environments can be a potent tool for brand storytelling. While most interactive experiences are typically designed for a universal purpose and story, customizing characters and environments based on your audience and their demographics further captivates them, establishing a lasting impression and positive brand reception.

    Impact of Interactive Technologies on Consumer Engagement

    Personalization and Customization in Marketing

    Interactive technologies resemble the stakeholders of marketing, considering every consumer’s wish for personalized experiences. In today’s digital setting, personalization and customization have become fundamental elements for engaging consumers. From tailored product recommendations to interactive advertisements that respond to user activities, corporations must line up these strategies to stay competitive. Clients are of the opinion that they are seen, heard, and understood, making them more likely to engage with brands that speak their language.

    Enhancing User Experience through Interactivity

    Who wants an uninteresting, one-way chat when brands can have an active, two-way interaction instead? Interactive technologies are narrowing marketing strategy into a mere conversation, welcoming consumers to take part, share their opinions, and co-create experiences with brands. Whether it’s a gamified ad or an interactive shopping experience, customer commitment levels rise steeply when interactivity is in play.

    Aids in Data Analytics and Understanding

    Immersive technologies gather valuable information about customer behavior and preferences, facilitating more precise and efficient long-term marketing strategies for brand building. Ethically applied, these insights become a potent tool for targeting content towards potential customers, refining content types, target markets, and messaging.

    Leveraging Immersive Technologies for Enhanced Marketing Campaigns

    Virtual Reality (VR) and Augmented Reality (AR) in Marketing

    Step into the time ahead with VR and AR in marketing, where borderlines blur between the real and the digital. Brands in India are using VR to ship consumers to virtual worlds where they can check out before they purchase, while AR is bringing products to life in the palm of their hands. Immersive technologies add a touch of magic to marketing campaigns, leaving behind consumers spellbound and eager for more.

    Conclusion

    Integrating immersive technologies into your marketing plan is a forward-looking decision. From the growing demand for distinct experiences to advantages like increased engagement and advanced product visualization, the potential is evident. In the constantly evolving marketing landscape, these combined strategies offer a way to connect more profoundly with your audience, creating a lasting impression and securing a notable position as a leader in innovation in the digital age. The future of marketing is immersive, and to stay at the forefront, we must fully embrace it.

    This article has been written by  ETML co-founder and COO Amitek Sinha

  • ETML expands to the Middle East and appoints Rupesh Mishra for Indian brand expansion.

    ETML expands to the Middle East and appoints Rupesh Mishra for Indian brand expansion.

    Mumbai: ETML, a growth marketing and analytics agency, recently announced the appointment of Rupesh Mishra as director to lead its aggressive expansion plans in the Middle East region. The appointment reinforces ETML’s vision to strengthen its offering in the global market further and to expand in multiple markets across the world. In this role, Rupesh will report to Raghav Kansal, founder & CEO, ETML, and would be instrumental in driving the company’s growth.

    ETML has already seen initial success helping some of the biggest Indian brands successfully scale their presence in the Middle East. With Rupesh’s appointment, ETML is confident to repeat the same with a much bigger number of brands.

    Rupesh Mishra, a seasoned professional with over two decades of experience in strategic partnerships and digital business growth, emphasised the alignment of ETML’s offerings with the growth objectives of businesses in the region, citing the company’s strong focus on data, technology, and expertise in performance marketing, brand advertising, SEO, performance creatives, marketing analytics & insights, marketplace advertising  & growth consulting.

    Speaking on his new role, Rupesh Mishra said, “I am really grateful and excited for this opportunity. Considering the Middle East is being predicted to be the fastest growing online commerce market, ETML has the right fitment for brands eyeing to grow business in the region.” Rupesh in the past has led cross-functional teams across leading digital brands and agencies such as Y2CF, Snapdeal, Times Internet, Rediff.com, Infomedia and Just Dial. Rupesh has also founded and has been successfully running a media agency for a decade now before joining hands with ETML.

    Sharing his thoughts, ETML founder and CEO Raghav Kansal expressed enthusiasm for this move and mentioned, “We are thrilled to get Rupesh on board. With his track record and leadership qualities, we are confident to repeat the success that we have seen in the Indian and APAC markets. Having launched & scaled some of the largest Indian brands in the Middle East market already, we deeply understand what works in that market and are confident to repeat that for a much bigger cohort of brands. “