Karan Patel

🔥 5 Imp points for D2C brands to decide which products to market via performance marketing in Phase 1 of growth. 1. High Margin - No point getting great roas on super low margin products. - Decent/okayish roas on high margin is still better. - End goal: PNL positive. 2. Decent AOV: Not too low & too high - Too high AOV leads to too high CAC - But too low AOV won't lead to the lowest CAC - Hence, see the soft spot. - But still, bend towards high AOV. 3. Have PMF/Good user feedback - We are looking for market demand. - It's less effort than generating demand. - Easier acceptability in market. 4. Organic % and Repeat Purchase % - High organic & repeat is a sign of strong PMF - Never ignore a product with high organic/repeat - These products will drive your growth engine. - And other products can piggyback on it. 5. Creative inventory - You have 2 products with all the above 4 points met, - Then go with the ones with decent creative repository - Or the ones in which you can build creatives fast. I hope it helps. And if it did... ✅ Be Kind. Do Repost to Help Others :) PS: Btw, shall we go after all products to market via paid ads? Yes or No? Share the reason in the comments 👇 #performancemarketing #creativestrategy

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The 3 Phases of Branding are Like doing Sports Branding is Like doing Sports? Branding is fun, branding is tough. I describe that branding is like doing ‘individual’ sports when it comes to 3 phases of Branding. Btw, it’s my opinion. 1. Launching The Brand is like doing Marathon Run When we will do Marathon Run, it requires a lot of training. Both speed and strength training. Training to join Marathon Run is like a brand management’s plan. Before you launch, you should research your capabilities, look up the others’ brand, trial and error time to know your personal best. When the time is coming, medal in Marathon Run is a target, personal best time is a bonus. Just when a brand is Launching The Brand, brand awareness and sales is a target, sold out is a bonus. 2. Brand Survival mode is like doing Weightlifting I assume based on my experience, Brand Survival Mode is the toughest one. It is like doing Weightlifting. It requires consistency, discipline, and sacrifice. You should do it regularly, maintain your intake, and know your limit. When we do a Weightlifting , good muscle mass and strength are the targets. But, good body proportion is a bonus. Just like a brand when in Brand Survival Mode, a brand should maintain their positioning, do the business as usual program, and control the investment. Stay in the market is the target, business innovation is a bonus. 3. Rebranding is like doing Pilates Rebranding is also tough to execute. It requires willingness, market strategy, and flexibility. Just like doing Pilates, you should know the basic of how to breathe when work out and control your body when doing the exercise. The targets are good posture and flexibility. Just like rebranding, the targets are good well-known brand with a new positioning and adaptability with the markets. Do you agree with me? It is up to you. But, I hope my narrative description about 3 phases of branding are clear enough. Cheers!

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I handled total of 200 crore media spends on Meta ads in the last 8 years and here are my top learnings - 1. Campaign structure is super important. Create TOF, MOF, BOF campaign structure but don't keep copy, creatives all same in all 3 campaign funnels. This is where most people go wrong. I see 90% of acqusition and re-targeting campaign creatives and copy are same. Which means massive overlap. Go check your ad frequency today to get a reality check. 2. Add emojis to your headlines and primary text. Test it out. Improves the CTR. Adds some character and not make you sound like a robot. 3. Get an influencer and shoot a video that looks like a UGC video, it will convert better than your high budget videos. Infact, higher your product budget - higher your CAC. 4. Performance Marketing is 30% strategy and ad ops + 40% creatives and copywriting + 10% data analysis + 20% conversion rate optimization 5. Run correlation on multiple variables to find out what is the user's 'Aha moment' event that triggers a purchase behaviour. 6. Never look at overall preset data points that dashboard shows you, look at data points funnel by funnel - landing page to product page view, product page view to add to cart, add to cart to purchase etc. Every funnel against every channel will tell you a different story and will suggest you a true picture. 7. If you are making video ads, first 3 sec hooks are most important than the overall body script. Here is the mental model - Ask yourself - Did you spend atleast 70% of time in writting hook? If your answer is - YES, then the ad might work. #performancemarketing If you are a fresher/intern in performance marketing or growth or social media - DM me.

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Advertising is the most visible part of marketing (It is literally in the consumer's face) And it is reflection of evolving customer landscape.. Ambi Parameswaran in his book "Nawabs, Nudes and Noodles", exactly captures this essence on how advertising has changed in the past 6 decades... Below are my quick takeaways from the book... Follow Marketing Raven

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**Campaign Alert** on indixital : Here you go. Campaign Description: Max Life Insurance Media Program on indixital Performance Platform   Objective: Drive high-quality digital media traffic to MaxLife Insurance's online platform through digital marketing to drive high-intent users for their insurance products.   Campaign Highlights : Industry-leading Payouts: Max Life Insurance is offering the best payouts in the industry to publishers for driving performance and quality traffic. Real-time Reporting: Publishers will have access to indixital’s advanced Tracking & Attribution Platform, enabling them to monitor campaign performance, clicks, conversions, and media spends in real-time. Target Audience: Speak to our publisher partner to understand the TG. Key Benefits for publishers: Support for various traffic sources, including blogs, websites, social media, and other digital marketing channels. We have dedicated publisher support to optimize campaign performance. Real-time reporting with detailed metrics to track and improve performance. Performance Requirements: publishers are expected to drive quality traffic.   Join the MaxLife Insurance Campaign on Indixital now and maximize your ROI and seamless reporting!   Please have a look and share your go-ahead on the same. Sign up : https://lnkd.in/gKRPjCq5 as a publisher. khushboo shivhare Kartik Seth Abhishek Sahni Aviraj Singhal Gitesh Anand

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Another Fintech influencer campaign? This one is a simple idea yet greatly executed. Recently, I came across IndusInd Bank's recent brand campaign which stood out. It's more than just a brand pitch. It's a bold statement challenging the perception of 'How one can retire easily in the longer run.' Have you been able to figure out your FIRE? Financial Independence Retire Early By collaborating with Sharan aka the Finance guy: Indie reinforces its commitment to providing great financial products without compromising quality. Are you ready to challenge your preconceived notions about financial independence? Great one Gaurav, Priyanka, Chahal, and the rest of the teams :) #marketing #finance

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The days of drab and dreary visuals in NBFC social media strategies are long gone. Today’s NBFCs, many of which we've had the honour of collaborating with, are all about the *vibes*, speaking directly to consumers in their language, and tuning into their tastes. Check out these standout Indian NBFCs that are nailing it: 1. Piramal Capital & Housing Finance Limited Piramal is revolutionizing the scene by partnering with creators across key niches, merging entertainment with information to boost engagement and foster brand loyalty. Don’t miss this killer reel where they bring fan-favorite Indian TV characters to life in a sketch comedy style. (Slide 1) 2. Poonawalla Fincorp Topical creativity? Poonawalla Fincorp is acing it. Their deep understanding of audience sentiment shines through in content that resonates without feeling forced. This Women’s Day visual is a perfect example. (Slide 2) 3. Aditya Birla Finance Limited Stuck with a brand guideline that shies away from pop culture and trends? Time for a rewrite. Aditya Birla Finance is killing it with pop references, everyday language, and crisp graphics. Check out their fresh take on DDLJ for ITR season. (Slide 3) PS: We don't directly work for these brands, but our experience with similar brands gives us deep insights into what works. Want a fun and engaging social presence for your brand? Send me a DM and let’s chat! #SocialMedia #NBFCsinIndia

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#Business | Super app Vs super brands: How Zomato’s differentiated app strategy compares with Swiggy’s integrated play 📲🛵🍴 Tushar Goenka writes more on this👇 https://lnkd.in/dUC73fNQ #SuperApp #Zomato #Swiggy #AppStrategy

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Hello Connections Looking quality traffic for Pizza hut oodi kreditbee Jio Cinema Vix Gcash Kiwi Yandex Go Dominos Rive gauche Virgin Mobile Orange health smallcase Bajaj Broking rupeeredee Please ping me for details we have good budgets here. #CPA #CPR #performancemarketing #affiliatemarketing #publisher #linkedinpost #linkedinfeed #linkedinconnections #connections #media #mediamarketing #digitalmarketing #adnetwork

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Hotstar with ads, Jiocinema with ads, SonyLIV with ads, and now Prime with ads. If we have to watch ads anyway, for a laptop and phone viewer it makes you wonder if it's worth paying for all these different subscriptions. No wonder the number of active paid subscriptions have stagnated!

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Hiring ! Senior Media Planner - Performance Marketing - paid media Location – Gurgaon 
Experience - 4-6 years Job Description: As a Senior Media Planner at DigiRovers, you will be responsible for planning, executing, and optimizing our client’s digital marketing campaigns across various platforms, with a focus on Google Ads and Facebook Ads. You will work closely with cross-functional teams to develop and implement data-driven marketing strategies that maximize ROI, increase brand awareness and drive customer acquisition. Key Responsibilities: Monitor and strategize digital marketing campaigns on biddable platforms such as but not limited to Google, Bing, Meta etc for clients which includes awareness & acquisition campaigns, remarketing campaigns, app installs and video branding, etc. 

Hands on experience of working on different platforms & google / meta reach planner to understand audience activity. Keyword analysis, creating campaign structure and responsible for managing daily campaign budgets as per goals defined with the client Collaborating with other internal teams on client briefs and to ensure implementation of agreed campaign KPI’s Develop and Execute Digital Marketing Strategies: Create, manage, and optimize high-impact digital marketing campaigns on Google Ads and Facebook Ads to achieve business objectives and KPIs of CPI, CPL, CPA or RoAS Data Analysis and Optimization: Analyze campaign performance data, identify trends, and leverage insights to optimize campaigns, improve conversion rates, and maximize ROI. Budget Management: Manage client’s marketing budgets effectively, allocate resources strategically, and ensure cost-efficient campaign delivery while achieving desired results. A/B Testing: Conduct A/B tests to optimize ad copy, creative elements, landing pages, and audience targeting to improve campaign performance continuously. Communicating with clients / POC to keep the campaign achievements in sync with the predefined goals Generating relevant reports at three stages of the campaign – Before, During and After Campaign Auditing the advertising account and find gaps in existing structure and targeting Share your profile at [email protected] #hiring #mediaplanner #paidmedia #digitalmarketing #jobalert #newjob #hiringalert #facebookmanager #googlemanager #PPC #paidmarketing

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The earlier Socio Economic Classification (SEC) launched in 1988 was based on: ✅ Education of Chief wage earner ✅ Occupation of Chief wage earner While it gave a fair representation for the urban population, the rural SEC had a different criteria (type of house) and it was irrelevant. The National Consumer Classification System (NCCS) from 2011, integrated the urban and rural classification and was built on durables. Some items on the list were electricity, ceiling fan, lpg, etc which was generic. Hence, the NCCS did not give the required discrimination. Hence NCCS as well as SEC were captured in consumer surveys. Now MRSI is proposing the new Indian Socio Economic Classification (ISEC), which has the following criteria: ✅ Occupation of Chief earner ✅ Education of highest educated male adult ✅ Education of highest educated female adult So, technically, we are pivoting back to the earlier SEC with some modifications. Old wine (SEC) in a new bottle labelled as ISEC.

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Introducing Zepto's Guaranteed Campaigns (Cost Per Day)! Zepto has launched Guaranteed Campaigns, offering a revolutionary way to secure premium ad inventories on a cost-per-day basis. Now, you can pay and block your preferred ad slots for an entire day, ensuring maximum visibility and impact. Available Inventories: - Search Engine Results Page (SERP): Capture attention at the moment of search. - Home Page: Be the first thing users see. - Order Tracking Page: Stay top-of-mind while customers track their orders. - Pre-Search Page: Engage users before they start searching. - Category Product Listing Page: Feature prominently among relevant product categories. - Cart Page: Influence purchasing decisions right before checkout. With Zepto's Guaranteed Campaigns, you can strategically place your ads on high-traffic pages to drive engagement and conversions like never before. Don't miss out on this game-changing opportunity! #DigitalMarketing #Advertising #ZeptoAds #GuaranteedCampaigns #Ecommerce #CostPerDay #AdInventory

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Paytm sells its entertainment ticketing business to Zomato for Rs 2048 crore. This acquisition could yield significant benefits for both companies. 1. Expansion into Entertainment: This move allows Zomato to diversify its offerings beyond food delivery, tapping into the lucrative entertainment sector with the new app name District. 2. Strengthening Brand Engagement: Zomato's experience in organizing food and music festivals can enhance its event management capabilities, driving customer engagement. 3. Focus for Paytm: Selling this non-core asset enables Paytm to concentrate on its primary financial services, improving operational efficiency and profitability. #startups #indianstartups #businessbuilding #zomato #paytm #indiangrowthstory

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In Digital marketing, Performance Marketing and Branding are like two cricket champions: Jasprit Bumrah and Hardik Pandya. Think of Bumrah like Branding, is reliable and always performs well under pressure. Strong branding builds trust and recognition, giving consistent, long-term results. on the other hand, Pandya as Performance Marketing, can deliver quick and impressive results but may not always succeed in tough situations. Performance marketing drives immediate actions but needs a strong brand to back it up. Both are champions, to win consistently, focusing on both is crucial. Branding like Bumrah ensures long-term success, while performance marketing provides quick boosts. #DigitalMarketing #Branding #PerformanceMarketing #t202024 #Cricket

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I was unaware about Shopsy social commerce platform until this year when a reseller told me about it. Shopsy was launched by Flipkart in 2021. It quickly became a key player in targeting price sensitive shoppers, especially in Tier 2 and 3 cities. Why? It’s a zero-commission model, similar to Meesho. In 2022, it crossed 100 million users ahead of its target timeline. 40% of Flipkart’s new customers by 2024. Proved to be a master stroke by Flipkart back then. While, Meesho is growing even faster, with a 32% user base jump and a 54% revenue surge. As social commerce landscape is on rise, the focus of Shopsy remains on affordability and local sellers to catch up with the momentum of Meesho. I’ve my fair share of learnings of both platforms. Have you used Shopsy as a buyer or a seller? #shopsy #flipkart #socialcommerce #ecommerce

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Let’s talk about push notifications. How much is too much Swiggy ? 🧐 Are brands ok to compromise on brand experience over CTR/Conversions. Lets discuss. By the way, These are 5 notifications in 6 hours , and happens almost all 7 days for a consumer who is inactive on Swiggy for over 3 months. Crazy isn’t it ? #spamalert

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NU-5 21.08.2024 𝗭𝗼𝗺𝗮𝘁𝗼 𝗔𝗰𝗾𝘂𝗶𝗿𝗲𝘀 𝗣𝗮𝘆𝘁𝗺’𝘀 𝗘𝗻𝘁𝗲𝗿𝘁𝗮𝗶𝗻𝗺𝗲𝗻𝘁 𝗧𝗶𝗰𝗸𝗲𝘁𝗶𝗻𝗴 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗞𝗲𝘆 𝗡𝗲𝘄𝘀 Zomato has approved the acquisition of Paytm’s entertainment ticketing arm, Paytm Insider. This acquisition is part of Zomato's strategy to diversify beyond food delivery. 𝗜𝗺𝗽𝗮𝗰𝘁 𝗼𝗻 𝗭𝗼𝗺𝗮𝘁𝗼 𝗘𝘅𝗽𝗮𝗻𝗱𝗲𝗱 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀: Zomato will now offer event ticketing, enhancing its platform’s appeal. 𝗜𝗻𝗰𝗿𝗲𝗮𝘀𝗲𝗱 𝗨𝘀𝗲𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Integrating entertainment options could attract a broader audience. 𝗡𝗲𝘄 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗦𝘁𝗿𝗲𝗮𝗺: The acquisition adds a new source of income, reducing dependency on food delivery. 𝗠𝗮𝗿𝗸𝗲𝘁 𝗜𝗺𝗽𝗮𝗰𝘁 𝗜𝗻𝗰𝗿𝗲𝗮𝘀𝗲𝗱 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻: Zomato’s entry into ticketing will challenge existing players. 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗣𝗿𝗲𝘀𝘀𝘂𝗿𝗲: Competitors may need to innovate to maintain market share. 𝗖𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻 This strategic move positions Zomato to be more than just a food delivery service, potentially reshaping the company’s future growth trajectory and influencing the market dynamics in the entertainment and ticketing space. 𝗭𝗼𝗺𝗮𝘁𝗼 𝗠𝗮𝗿𝗸𝗲𝘁 𝗖𝗮𝗽 (𝗕𝗡): 𝟮𝟯𝟭𝟬.𝟵 𝗭𝗼𝗺𝗮𝘁𝗼 𝗠𝗮𝗿𝗸𝗲𝘁 Share (₹): 𝟮𝟱𝟵.𝟵 Rishabh Kale

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