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Tag: performance

  • GUEST COLUMN: How performance marketing helps brands maintain their digital presence

    GUEST COLUMN: How performance marketing helps brands maintain their digital presence

    Mumbai: Performance marketing today holds tremendous control over brand expansion and growth in terms of revenue and brand recognition. Before we dive into the benefits of performance marketing, let’s take a second to understand the term performance marketing better. Performance marketing is a marketing strategy that is centered around data-driven results. This means that the performance marketing agency is paid based on how users interact with the content presented by the brand. This is a measurable feature that makes the marketing technique ideal for companies or brands which are looking to reach their audience directly.

    Today, digital marketing is a field that has long surpassed all traditional methods of advertising. It is quite safe therefore to suggest that without a strong digital footprint, it is near impossible for brands to grow and expand without a strong digital plan in place. According to Statista, the world digital advertising spending, which was approximately $455.3 billion in 2021, will steadily increase to about $646 billion by 2024.

    As per McKinsey, investments in performance marketing tripled considering the figure from $900 million in 2018 to $2.6 billion in 2022. These figures are suitable for summarising the methods of digital marketing for the audience and the brands which are looking forward to growing.

    Directly affects ROI

    Through performance marketing, it is easy for brands around the world to connect and attain new clients and generate a loyal customer base. This is possible because agencies working on performance marketing already have their own established audiences, helping brands increase traffic for their site. Since the model of performance marketing allows for results to be measured in real-time, it directly impacts the ROI. Brands are able to increase their ROI as their content often generates more results under performance marketing.

    Brands can have a wide audience and grow exponentially abroad as well as locally by opting for performance marketing. As per the study conducted by YourStory, brands have seen their marketing profits increase by nearly 30 per cent without having to increase their marketing budget, making this marketing technique a win-win for the brands.

    Helps maintain a strong customer base

    Performance marketing is goal-oriented strategies that aim to increase conversions and sales. For instance, positioning your e-commerce business with a credible influencer allows the customer’s brand to leverage some of that credibility towards your brand or product.  mHere, the payments made are dependent on the content generated through performance marketing that is interactive and conversational with customers. This is how performance marketing helps brands reach their customer base better, through retailers and merchants, and builds a closer connection with the customer. This makes the customer consider the brand more whenever they are making any purchase of goods or services resembling the ones the brand produces.

    As per the research, when brands use performance marketing, they are able to increase their brand retention by 20 per cent. Along with this, they were able to generate their marketing-driven gross by 15 per cent. Performance marketing also has a direct impact on the advertising for the brand. The same search is seen via the optimising channels, resulting in a 14 per cent increase in advertising impact on the sales they make.

    Performance marketing is a need of the hour for businesses around the world and around the corner. Many brands are moving towards performance marketing looking for its promising returns as the revenue generated helps the brands. According to the study conducted by Spiralytics, out of the 2,300 marketers examined, around 62 per cent of the brand and enterprise’s marketing budget was directed towards performance marketing. This is mainly because of the promising results and the numerous benefits that performance marketing offers.

    The most advantageous marketing techniques have already taken off around the world. The figures mentioned above are only set to rise as the world moves forward toward a shift that is dominated by digital marketing. It is safe to say that without investing in performance marketing, brands cannot compete with their counterparts who have a strong digital presence.

    (About Author: Vatsal Rajgor is the co-founder and CEO of Digimaze)

  • Star Network and MSN’s television offering ‘What’s On Star’ soars high

    Star Network and MSN’s television offering ‘What’s On Star’ soars high

    MUMBAI: Star Network and MSN recently collaborated to introduce a new offering for television fans online – What’s On Star. The offering gives netizens access into exclusive content, picture, videos, previews on Star Plus, Life Ok, and Star Sports through msn.com.

    Star Plus, India’s leading Hindi general entertainment channel was the first to be introduced on ‘What’s On Star’, hosted on the MSN platform, to be soon followed by Star Sports and Life OK. In a span of just three months, the offerings have witnessed a huge number of 3.9 million views while the videos have been watched over 700,000 times. Amongst the popular downloads for Star Plus were Mahabharat, Master Chef Junior and Saraswatichandra. For Life Ok, Devon Ke Dev Mahadev took the lead with five out of 10 most views.

    Talking about the association, Star Plus Sr VP marketing Nikhil Madhok said, “Our partnership with MSN has worked towards satiating the need of audiences to access Star Plus’s popular content at their own convenience, for viewers, who want to engage more deeply with the content, there is also some behind the scenes footage not seen on TV. This further strengthens their engagement with our shows and creates a virtual loop.  The large fan following of the channel is pretty evident with the enthusiasm with which people have been viewing the content.”
    “Our partnership with the Star Network brings a holistic experience for digitally connected consumers who want to watch their favourite TV programs at home, at work or on the move. Viewing of content online provides freedom and engages consumers consistently across devices and destinations on their terms. On the MSN platform, the Star Network content provides original video and high-performance solutions through a consistent strategy for connected platforms,” said Microsoft Corporation India, Head – MSN Sanjay Trehan.

  • Emotional Milkha applauds Mehra’s effort and Farhan’s performance for Bhaag Milkha Bhaag

    Emotional Milkha applauds Mehra’s effort and Farhan’s performance for Bhaag Milkha Bhaag

    MUMBAI: Chandigarh‘s Flying Sikh, Milkha Singh feels honored with Rakesh Omprakash Mehra directing the biopic based on his life and struggle. The soon to-be release, Bhaag Milkha Bhaag which reveals the hardships and life story of the 82 year old featuring Farhan Akhtar as Milkha Singh is already creating a lot of buzz with its hit music and trailers.

    Opening up to the media, the legendary sportsman revealed, “I became very emotional after watching certain scenes as they reminded me of my days of struggle. The film brought alive memories of the partition when I did not have a job or enough food. I burst into tears to see my initial days unfold on the big screen.”

    Milkha who charged just Rs 1 to let Mehra make his biopic was very impressed with actor Farhan Akhtar after watching the special screening of the movie. He also commented that “Farhan looks like my duplicate in the film. He has done a great job. Rakeysh and also the dialogues and the lyrics by Prasoon Joshi have impressed me a lot,”

    Although his biopic is all geared to set ablaze the box office, Milkha Singh himself is not a movie buff. Acknowledging his poor knowledge about Bollywood, he revealed that the last Hindi movie he saw was over 50 years ago. However his golfer son Jeev Milkha Singh who decided on roping in Mehra to helm his dad‘s biopic is an absolute movie buff and is along with the entire Milkha family looking forward to the release of the movie and its success.

    Recalling his days as a sportsman, Milkha Singh still regrets missing the Rome Olympic medal and hopes to see someone else win the medal for India. His ardent wish is to inspire today‘s youth who promise to be a great hope for the country.

    Bhaag Milkha Bhaag also stars Sonam Kapoor and is slated to hit the screens on July 12.

  • Puma shifts marketing focus from lifestyle to performance; cuts spend by 30 per cent

    MUMBAI: Sports lifestyle brand Puma India is shifting its marketing focus from lifestyle to performance this year. It has launched ‘The Nature of Performance’ campaign. This is to push new products that have been launched in the performance portfolio in the running, training, fitness, cricket and football categories.

    One new product launched is the Mobium Elite shoe in the category of performance running. There will a bigger focus on digital marketing this year. Also marketing spends for the year will be cut by 30 per cent. But Puma India MD Rajiv Mehta says that this is not due to the economic slowdown but because the company realised that it did not need to spend so much money.

    “We realised that we could make do with less. We used to partner with two IPL teams but we have now discontinued that association. We are associated with Sunrisers Hyderabad as a kit supplier. We do not pay a fee. The challenge we faced was that the IPL is just a 45 day activity. After that it becomes difficult to sell merchandise. Unsold inventory became an issue. That is because team loyalties are not yet sufficiently present. Also Puma wanted to spend more money on marketing activities in other countries. We are focussing more on digital marketing this year and outdoor.”

    As far as the shift in focus to performance is concerned Mehta says that when the company came to India it focused on lifestyle to beat the traditional competitors. “We turned profitable in the third year of operating in India. Now that we have gained good lifestyle share we are focusing on performance to compete better with Nike, Adidas and Reebok. People are moving to a performance lifestyle from casual attire. That is why we decided that this is the year where we will focus on our performance umbrella. The ‘performance‘ tag cuts across all sports whether it is cricket, soccer, motorsports”

    Puma‘s Nature of Performance platform is a red thread that unifies all of the company’s performance categories with a consistent voice, look and feel. Grounded in nature and the athlete‘s innate desire to perform at their best level, The Nature of Performance aims to take consumers on a journey that is at once personal and universal.

    Created in collaboration with advertising partner Droga5, the Nature of Performance campaign, for above the line and below the line, features the product as a hero in each treatment, with a minimalist deconstructed “set” using a simple gray background, exposed staging and technical features, and athletes in motion showcasing the ‘epic moment‘ of athletics. Stylistically new for the company, the Nature of Performance creative is designed to evoke a visceral reaction and tap into the consumers’ nature as performance athletes.

    Mehta adds that 20 per cent of the companies marketing budget is for above the line. The remaining is spent below the line. “In digital we have taken over the Youtube homepage. Tomorrow we are taking over Yahoo!s homepage. These are the kinds of innovations we will be doing this year. You will be able to see an AV. Around half of our above the line spends this year will be in digital. Serious runners spend a lot of time online. So we need to connect with them there. On our own site we have information. We also create content through blogs. We are also doing outdoor activities in Mumbai, Delhi and Bangalore. In terms of below the line experiential marketing is crucial for us. So we have tied up with gyms and running clubs.”

    An innovation that the company is doing is augmented reality. In a store if you point a smartphone at the shoe you will see click a 3D image.

    In terms of pushing its lifestyle portfolio Puma will continue to be associated with Bollywood films. In the past it has tied up with films like ‘Student of the Year’ and ‘ABCD’.

    “We are talking to a few productions to have our products featured in the film. Bollywood works better for us compared to cricket as it has a longer shelf life. Once a film finishes its theatrical run it will be aired on a channel like Max, Colors. The issue with cricket is that it alienates women and children for the most part. That is a key segment for our lifestyle portfolio”. He however adds that company will continue its association with Yuvraj Singh who is one of its brand ambassadors.