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IAMAI Conclave: Decoding performance marketing

While everyone is trying to invest their monies in all possible mediums, the question is which of them is giving them the best ROI

IAMAI Conclave: Decoding performance marketing

While everyone is trying to invest their monies in all possible mediums, the question is which of them is giving them the best ROI

BestMediaInfo Bureau | Mumbai | May 27, 2016

IAMAI-Conclave-performance-marketing

In a world where everyone is trying to make the most of their bucks, an interesting session at the 12th Marketing Conclave of the Internet and Mobile Association of India (IAMAI) threw light on performance marketing.

While everyone is trying to invest their monies in all possible mediums, the question is which of them is giving them the best return on investment (ROI). Are marketers getting measurable results across channels, and what are the challenges with performance marketing?

The discussion was moderated by Siddharth Puri, Chief Executive Officer, Tyroo. The panelists included Sevantika Bhandari, SVP, Marketing and Head Products, DHFL; Shivani Dhanda, Director, Marketing, eBay; Nikhil Rungta, Chief Marketing Officer, Housing; Venkatesh CR, Chief Executive Officer, Adatha; Atit Mehta, VP and Head of Media, Sequoia Capital; and Vivek Singh, Senior VP, Marketing and Analytics, Firstcry.

Here is what they had to say:

 

Shivani Dhanda, Director, Marketing, eBay:

Performance marketing stands for certain behaviour. In traditional media it is more like paying for a spot or space, unlike in digital where one has targeted formats. From a performance marketing standpoint, things are evolving. When someone is buying something, you do a lot of research on mobile and then eventually end up buying from the desktop. As a marketer, we know that no single consumer is going to have a linear buying pattern. That remains a challenge for all marketers in performance marketing.

Vivek Singh, Senior VP, Marketing & Analytics, Firstcry:

For me, performance marketing is a thought process which can be a part of any marketing as it has an end goal. While using any form of media, a marketer will look at maximising output. Getting traffic remains a challenge. Not all clicks are of equal quality. Some are easy converts from desktops and apps. For some of the installs one gets Rs 5, while for some others one can get as much as Rs 100. It depends on the quality of the click.

Sevantika Bhandari Sevantika Bhandari

Sevantika Bhandari, SVP, Marketing & Head Products, DHFL:

There was a time when every single marketer was asked to evaluate a marketer’s performance. Today, thanks to digital it is the opposite. With television it is a longer process as it gets jittery. Digital is one area where performance measurement is used the most. Eventually, all media has performance measurement. If you do television, then what are the brand objectives behind choosing television? While television is still the primary medium to build a brand, it has a direct correlation to digital.

Atit Mehta Atit Mehta

Atit Mehta, VP and Head of Media, Sequoia Capital:

If you decode performance and marketing, then it is performance of marketing. Marketing is all about talking to your consumers. Digital is much more easily tracked and measured, hence making it easy for marketers. The concern for an advertiser is the demand and supply of ads. On one hand there is a lot of junk supply on television, while there is also premium supply. The same applies for print and that remains a concern.

Nikhil Rungta Nikhil Rungta

Nikhil Rungta, Chief Marketing Officer, Housing:

Performance marketing is something which helps us get a smartly targeted audience. Digital is a lot more measureable in terms of performance based ROI. Coming to the various channels used for performance marketing, Google allows you to do a lot of performance based marketing. Lately even Facebook has helped us acquiring users. As digital has evolved, the science of marketing has also evolved.

Marketing is like an orchestra and traditional and digital media is part of it. These media complement each other. For us, when we aired our television commercial, we got maximum number of searches online. Today, a consumer is on multiple devices and the challenge for a marketer is how to map the shift of a consumer from device to another.

Venkatesh CR, Chief Executive Officer, Adatha:

Earlier, when a company approached us, they asked us for the number of downloads. Then the need for key performance indicator (KPI) came. While prices for a click were Rs 6 or Rs 7, the KPI was Rs 30 which is way higher. Things have changed in performance marketing in the last one year. The big challenge remains in fraud. Also, browsers now have ad blocking which is a major challenge.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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