Sandiip Porwal

Marketer's Click Bait‼️ The Value Proposition of LOSS🙁 It's hysterical to tell you that LOSSES in #RISKS can actually be Winning, we'll that's call Loss Aversion 💯 let's say 1. You have two options💲 a. Sure to get Rs. 1000 b. 50% Chance to Win Rs.2000 and 50% Chance to Lose Rs. 0 ✅You might pick option "A" as it sounds safer and feels like an insurance like most people think Try again 1. You have two options a. Sure to get Rs. 1000 b. 50% Chance to Lose a Rs.2000 or 50% Chance to Lose Rs. 0 💸 Money worth Trying for "B" right? This is called LOSS AVERSION 💯 People Calculate Risks in terms of Losses more than the desires💫 EVEN A GOOD #INVESTOR INVESTS MONEY ON A #FOUNDER WHO HAS FAILED 50% OF TIMES RATHER THAN A FOUNDER WHO NEVER FAILED🔥 "Failures can truly be the key to success"✨ afterall 🙂 #entrepreneurship #business credits: https://lnkd.in/g89eRjsR

9

Long Due! Ad regulations for coaching centres - a welcome move. Under the new guidelines, coaching centres are prohibited from making false claims regarding courses offered and duration; faculty credentials; fee structure and refund policies Centre issues guidelines to crack down on misleading ads by coaching centres https://lnkd.in/gG3erxCm

11

4 Comments

Imagine you are an agency who cares that your DTC clients brand grow. So you give them a ton of raw feedback on their current situation. But in India it seems most of such feedback hurts the brand owners' ego. Instead of taking it as a feedback for their business and brand. They take it as a personal remark in most cases. And that's one of the worst qualities to have as an entrepreneur. In business and in life you become big when you drop your ego. And develop an appetite for constructive feedback. No agency wants to make sure they hurt your personal sentiments. They only want the best for your brand. But I guess this kind of insecurities are deep rooted in Indian culture from few generations in the past. Though such things must not impact business. As a DTC brand owner you should be surrounding yourself with proven marketers. And then let them do their job. Give them a budget, timeline and target. But don't piss them off so much that they start hating on you as a client. PS: agencies aren't your FT employees, you hired them for a purpose but then learn to trust the process. attach is a pic of your favourite "rich spoilt brat"

4

Why has High CAC become the Norm for D2C Brands? Every D2C founder and marketer struggles with Customer Acquisition Cost (CAC). It’s become so common that high CAC is almost normalized in the industry today. But is it really inevitable? From my 4 years working with consumer brands, I’ve noticed that almost every client overestimates their CAC. Here’s why: •⁠ ⁠Undervaluing the power of strategic design and branding. •⁠ Accepting that they can’t generate “inbound pull” with their brand. •⁠ Over-relying on ads, SEO, and influencers to drive growth. While 90% of consumer brands are spending heavily on ads, SEO, and influencers, the other 10% are effortlessly pulling in customers with their brand presence. If you’re tired of spending more on ads without seeing the returns, it’s time to rethink your design. If you are launching brand, then make sure to invest in brand identity and design first, before you go all in with marketing. What has been the biggest challenge you've faced with marketing and CAC so far? Let me know in comments. #buildinpublic

13

Just when you thought boss/client approvals for ad creatives were tough... 🤣 Enter the Indian Ministry of Information and Broadcasting (MIB)'s - Self-declaration certificate for advertisers. Okay, so in short now every advertiser or representative (agencies etc.) has to fill up a form (not a short one actually) to explain to the MIB each ad creative and ad purpose before it is released for the audience. And it applies to digital/internet-based ads, too!😱 In the case of print ads or TV ads, this may still be feasible since they are not frequently created/updated, but digital ads? I mean seriously? How do they plan to handle that? Plus, in the case of digital ads, platforms like Google, Meta, etc. have their own extensive verification process for advertisers and ads. They are already taking care of most (yes, there may be flaws). So why do we need another act to delay the creative process unnecessarily? Maybe we can, in a way, align the rules such that these platforms become more vigilant in their place and take care of this process for Indian advertisers. In an age when everyone is trying to make their processes and frameworks a bit smoother and eliminate bureaucracy more and more, we should think of acts that take us forward, not backward. Let's see how it spans out. #advertisers #India #act #selfdeclaration #advertising #ads

2

2 Comments

Low profitability in business? These are the major reasons for it and its solution. 1. No repeat purchase - Customers who have already purchased your products are not purchasing from you again and this is why you are paying the CAC (Customer Acquisition Cost) all the time for every sale your business makes. 2. No referrals - You are not connected with your existing customers and that's the reason there is no mouth to mouth advertising. 3. No new leads - You are not getting much leads which can be later converted into customers. Yay, here's the solution, 1. You need to take customer feedback to improve your product or consumer experience so that you know at which point you are lacking, that can be wrong pricing, false promises, bad customer experience during the service or product unboxing or management behaviour, taking too long to deliver, or it can be something else. Try finding out what's the problem, why the customers are not liking our product or service. Be in touch with your customer for feedback, remind them about your product or service, make them aware of your new SKUs and offers. 2. Be in touch with your existing customers, this is the most cost effective way of acquiring new customers, BY REFERRALS. Provide fabulous service to every customer, ask them how you can improve your service, remind them to refer your business to others if they liked your service. Create a social media community and be in touch with them, create more brand awareness which will eventually make the name of your business stick in the customer's mind and then when they'll be discussing the services or product you offer, you'll be the first business or person they'll get in mind. 3. Create better online presence and try creating much more content, this is the best way to create more brand awareness and capture new clients at a much lower cost.

1

1 Comment

I have seen 60% businesses failing at this point in performance marketing👇 Most of the people I have connected with to discuss how they run the ads, understand the data and get the results tell me about the objectives and audiences and content they work on but they hardly talk about the creatives. But as per our experience, 40% performance of ads depends on the creatives we use in our ads. Thus, I am coming with some creative insights for performance marketing creatives that will help you understand the right way and approach to design. Here's our first decoding of a Facebook ad by 47 Skin that I loved for several reasons: 🔹 Straightforward Messaging: The headline "The serum for people with bad skin" is direct and addresses a common concern without any fluff. It immediately captures attention by speaking to a specific problem that many potential customers can relate to. 🔹Visual Simplicity: The design is clean and minimalistic, with a focus on the product itself. The simple background and lack of clutter ensure that the viewer's attention is drawn to the key message and the product. 🔹Credibility and Trust: Featuring logos from well-known publications like Tatler, Stylist, GQ, and Vogue adds credibility. These endorsements suggest that the product has been reviewed and recommended by reputable sources, enhancing trust. 🔹Strong Guarantee: The "100% money-back guarantee" icon is a powerful trust signal. It reassures potential customers that they can try the product risk-free, which can significantly reduce purchase hesitation. Best Part: The best part of this ad is its direct and relatable headline. By plainly stating "The serum for people with bad skin," it cuts through typical marketing jargon and speaks to the target audience in a straightforward manner. #Marketing #GrowthMarketing #PerformanceMarketing #AdCreatives #FacebookAds

8

Marketeers need to learn a lot from the Coldplay Concert tickets euphoria. Here are some of the top related keywords that were searched in the last 48 hours for the keyword Coldplay. Most wanting to just buy and sell. It reminds me of quotes from a book by Rama Bijapurkar, ‘We are like that only’ which provides deep insights into the complexities of the Indian consumer market. A. India is not one country but a collection of many countries, with multiple Indias inside it. - How many people were really interested in actually attending the concert, vs how many wanted to only buy and make a quick buck? B. In India, marketers are still learning that consumption is about aspiration as much as it is about affordability. C. The biggest challenge for marketers in India is that many Indian consumers are first-time users of modern products." D. If the middle class is the backbone of the consumer market, then its aspirations are the driving force. My take as an expert and experienced marketeer is simple- Anyone selling tickets? Please DM. From a Desperate Middle Class Father

65

27 Comments

Where does the most ad wastage happen when you run CPM/CPV optimised branding campaigns on YouTube or on any other branding platform (such as OTT)? For a pan India D2C e-commerce brand, in 8 out of 10 cases I have seen brands selecting the same demographic settings for paid branding campaigns (RnF) which they select for their performance campaigns (Purchase/Acquisition) and that becomes the biggest reason of ad wastage and a major reason of branding campaigns get failed to generate enough impact on top line. If you are a company which doesn't have humongous media budget (above 15-20 cr. per month), India is a vast country to run branding campaigns for pan India even if you can deliver your product pan India. If you select pan India or even top states from where you can get sales, you end up wasting 40-60% of your media budget. What needs to be done then? How the geos need to be selected? Let's understand it by an example: - Say you have Assam as the 12th highest contributor in terms of sales happening for your digital brand, and you will decide to include the whole Assam in your branding campaigns. - When you will do analysis at the end of the campaign, you would realise that 80% of your budget is spent in cities other than Guwahati while if you do the same analysis for your performance campaigns, you would realise 80% of your spend is happening in Guhawati. - If you try think from first principle of marketing, you would understand that branding campaigns were simply trying to create impressions and views for your creative which at fundamental level different than the performance campaign you have set on the same state. When brands graduate from performance to paid branding, brands forget to take care of this simple concept. The branding campaigns need to be planned at city level and not at state or country level. This phenomena is true even if you are selecting a very niche and relevant audience for branding campaigns. How to check if you are wasting money currently? - Simply compare the spend distribution of your branding campaigns (at city level) Vs. performance campaigns at city level and - map it with the cities contribution in your revenue and you would see the mismatch in pie chart for spends vs. revenue for branding campaigns. Note: This recommendation holds for digital first D2C brands trying to crack brand advertising with limited budget. If you are a mass brand such as Cadbury or Ariel, the approach will differ completely. Sharing a sample data of spends of branding campaigns across cities when run on Pan-India. I hope you can figure out what's wrong with it. #digitalbranding #paidbranding #brandingcampaigns

39

8 Comments

Client: "We want to be the market leader in South India (major focus to Kerala) in terms of traffic." Us: Got it! We’ll make that happen! Client: "We’re committed to following your guidance. Our goal is brand awareness rather than leads." Us: 🤝 Client: "With everyone focusing on SEO in this industry, what can you offer that's different? We currently have only 1000 monthly traffic. Can we realistically expect a 10x increase?" Me: "Absolutely, we’ll aim higher!" Fast forward a year and a half, and we’re excited to announce that we’ve not only achieved but surpassed our goals with over 200% growth in traffic! 🎉 This outcome is a real credit to careful planning and collaboration in SEO! This group is truly amazing. want us to do the same for you? [email protected]

86

12 Comments

The Maharashtra #elections spotlights #digital #influence with proxy #socialmedia pages driving voter #engagement. #Political #campaigns increasingly leverage indirect messaging for #targeted reach, reflecting both the #power and #ethical challenges of #digitalstrategy. #Brands can learn from this approach, blending innovation with transparency to enhance audience connection. Read more about my perspective in Shalinee Mishra's story in exchange4media - https://lnkd.in/ghnJkB2g

5

In the competitive virtual landscape, search engine optimization (SEO) plays a crucial role in enhancing online visibility and attracting potential clients. Entrepreneurs, especially those working with Digileap India, can significantly benefit from leveraging the right SEO tools. While premium tools offer advanced features, free SEO tools also provide valuable insights and functionalities without incurring high costs. Stay ahead of the game with this comprehensive guide on some of the best free SEO tools that every marketer should be familiar with. These tools will not only help in refining your SEO strategy but also in achieving superior results. 👉Follow me at ✅ Sanjeev Kumar for awesome tips & tricks related to Digital Marketing ✅To read quality articles on innovative Digital Marketing strategies, visit:- https://lnkd.in/gQaxq6-J ✅ DM me if you need any help with Digital Marketing & AI automation ✅Subscribe to Weekly newsletter for innovative tips and tricks on Digital Marketing: https://shorturl.at/cjor5 #entrepreneurs  #entrepreneur #entrepreneurship  #entrepreneurlife  #startuplife  #startupcompany  #business101 #business #entrepreneurlifestyle  #startup #businessawards #company  #ceolife #ceo  #founderstories #founderjourney  #ceo  #owner #founder  #digileap #Digileapmarketingservices #Startups  #VentureCapital  #LeanStartups  #Economy  #Economics  #iima  #iim #iimkozhikode #iimindore  #isbalumni  #usabusiness  #ukbusiness #ukbusinessowner  #usabusiness

12

Social media plays a vital role in our daily lives, especially for businesses aiming to connect with target audiences and enhance brand awareness. In the evolving social media landscape, Indian enterprises have unique opportunities to leverage its power. A leading digital advertising and marketing company in India is at the forefront of assisting businesses in harnessing the potential of social media. Discover how this company can transform your social media strategy and propel your business to new heights. 👉Follow me at ✅ Sanjeev Kumar for awesome tips & tricks related to Digital Marketing ✅To read quality articles on innovative Digital Marketing strategies, visit:- https://lnkd.in/gQaxq6-J ✅ DM me if you need any help with Digital Marketing & AI automation ✅Subscribe to Weekly newsletter for innovative tips and tricks on Digital Marketing: https://shorturl.at/cjor5 #entrepreneurs  #entrepreneur #entrepreneurship  #entrepreneurlife  #startuplife  #startupcompany  #business101 #business #entrepreneurlifestyle  #startup #businessawards #company  #ceolife #ceo  #founderstories #founderjourney  #ceo  #owner #founder  #digileap #Digileapmarketingservices #Startups  #VentureCapital  #LeanStartups  #Economy  #Economics  #iima  #iim #iimkozhikode #iimindore  #isbalumni  #usabusiness  #ukbusiness #ukbusinessowner  #usabusiness

10

This is the 5th episode of AI Talks! By Headsail Media Services Pvt. Ltd. for CDSL - Central Depository Services India Ltd In this episode, we're talking about e-Voting: What is e-Voting? How to do e-Voting? (It's quick and easy!) Why it matters for you as an investor? New to e-Voting with shares? Don't worry! Watch and learn how to make your voice heard! #BanoAtmanirbharInvestor #CDSLIndia #CDSL #AITalks #eVoting

6

My toxic trait is asking content marketing questions to performance marketers & media related questions to social media marketers. On a serious note, The intent is to understand their overall digital marketing quotient. In the end, content needs media for the extended reach whereas without quirky copy, no ad could work! Has anyone ever done that too? Follow Amar S. #performancemarketing #marketingcareer #digitalmarketing #socialmediamarketing #marketingjobs

9

3 Comments

Shoutout to Satya Raju Koduri for simplifying campaign reporting with AI! Now, quick insights like these land directly on WhatsApp every Monday – a major time-saver for client updates. Here’s the snapshot: 👇 Loving the efficiency here, Satya – cheers to automating smart!

4

1 Comment

The policy of marketing by making celebrities brand ambassadors is called endorsement marketing (EM). Sensible buyers usually look at the quality and cost of a product or service, not the celebrity endorsing it. This is because no celebrity takes responsibility for the quality of the company’s product or service. So, what’s the point of this type of marketing? One possible benefit is that a product becomes easily identifiable, and people may assume it’s from a big brand (with good quality), otherwise, they wouldn't be able to afford a big celebrity. However, there are other techniques besides using celebrities to make a product memorable. For instance, an ed-tech company hired a huge actor as their ambassador. We know the outcome of that, but did the actor's popularity diminish? That shows these two things are not the same. Endorsement marketing increases the cost of products and services, and in the end, all the expenses fall on the end customer — that is, you and me. It’s true that if the customer base is huge, the per-unit cost of EM might not increase significantly. But that’s not the only point to consider! The millions spent on celebrities could be used to treat sick employees or their families, or for charitable purposes. That could also be considered marketing (philanthropic marketing)! For example, during the pandemic, Indigo Airlines announced that their crew would be their brand ambassadors. My statement here has no connection with any political party or government and their ideologies. It’s not just private companies that hire celebrities as brand ambassadors; government and semi-government organizations do it too. There is no link between customer success and hype. When successful Olympians are hired as brand ambassadors, it’s more acceptable because they were already receiving money from various organizations as prizes. So, paying them for being brand ambassadors makes sense, and their success can inspire future generations. But what’s the point of highlighting the millionaire personalities from cricket and cinema? Who knows! Even though I don't watch movies, I am a cricket fan. But that’s a different matter. These two areas are already overhyped. Another embarrassing thing is that no one stands by the successful athletes from the Paralympics. If they hire superstars for the first one or two years, it can be accepted, but year after year, pouring money into the same overhyped stars, where there’s almost no connection to the product, doesn't sit well with me. Personally, I will try my best not to use the products, services, or apps of companies that use cricketers or actors as brand ambassadors, especially when I have to pay significantly more because of it.

3

Hey LinkedIn family, Aren't we living in a fascinating time for digital marketing! I witnessed the time (early 2000) when i sold the idea of SEO to an automotive company while India used to connect to the internet through the sweet sound of modem and here we are today witnessing the rise of AI and MarTech transforming the connect with customers, measure success, and growth. Marketing and sales is data-driven, automated, and more personalized than ever before. For example, we used AI to segment our audience in a recent camapign. Instead of broad targeting, we created micro-segments based on behavior, interests, and engagement. The results? A 30% increase in engagement and a 20% boost in conversions! On the SEO front, AI is making a big splash too. We used an AI-powered tool to optimize our content strategy by analyzing search trends and user intent. This allowed us to create custom content that not only ranked higher but also resonated more with our audience. The impact? A significant 40% lift in organic traffic within just a few months! Another exciting shift is in content creation. AI-powered tools are now helping us research faster than ever and help generate content that’s not just relevant but also timely and context-aware. Imagine a world where your content speaks directly to your audience’s current needs—well, that’s where we are now! But let’s not forget the MarTech stack. With over 8,000 tools available, it’s easy to feel overwhelmed. The key is to focus on the tools that integrate seamlessly with your existing systems and help you achieve your specific goals. The best part? All of this tech is freeing us up to be more creative and strategic. We can now focus on the big picture—crafting compelling stories, building strong brands, and fostering genuine connections with our audience. How are you leveraging AI and MarTech in your campaigns? I’d love to hear your thoughts and experiences! #DigitalMarketing #AI #MarTech #MarketingStrategy #Innovation

46

6 Comments

A few years back, I consulted a client selling audio-visual equipment. He would mostly generate his leads from classified ads and web portals. So, what’s obvious was a lot of his competitors were selling similar audio-visual equipment of the same brands. When a lead would call him or he would call a lead, guess what the main discussion would be about? Price. The lead would take the price and then call six other vendors to check their prices. Who is likely to get the business? The cheapest one. Unless the lead knows the vendor personally and prefers to do business with him. Otherwise, why would he pay extra for the same stuff? That makes sense, right? We sat for an hour together, and I asked him very specific questions. Why should somebody do business with you? What’s the biggest objection people have before saying yes? Tell me exactly the situation of your typical client. What do they ask? What are they thinking? Then I dug into his offer. After a nice cup of cappuccino and a long discussion, I listed out five reasons why someone should do business with him rather than anyone else. And those reasons were far from empty phrases like "we have been in the business for 10 years," "we deliver the best service," or "we have the best team." No, no, no… It won’t work anymore. They are so overused; they are now cliches because anyone and everyone is saying the same thing. Anyway, back to my client… The very next day, he called me and said, “This is working so well. I just closed a client who was negotiating hard. I told him, ‘This is my price. I don’t negotiate…BUTTTT here are the reasons you should buy from me.’” The lead said, “Can you send me what you said in an email?” Definitely, he said, because he wasn’t making things up. And the same experience happened to him over and over again. Since his sales conversion jumped up, he started investing more in these classified ads and web portals. No matter what you sell—branded equipment, engineering products, healthcare services, your expertise, etc.—a good offer (and I do NOT mean discounts) and a list of backed-up reasons why they should buy from you... Will add much more moolah to your bank. This is called up-leverage… without increasing your ad cost, without doing anything to your product… without weird mambo-jumbo… without desperately convincing… you make much more… While saying ‘NO’ to price shoppers who eat your time and energy… so less headache and more fun. The good clients don’t give a flying duck for a few extra bucks. They need a good reason to buy from you. They are happy to pay you.

1