Performance marketing in India is poised to take an evolutionary path: Siddhartha Vanvani

The digital marketing industry in India stood at around $5.15 billion in the year 2023 and is expected to be growing at a CAGR of 30.2% between 2024 and 32 to reach $55.37 billion by 2032.

Digidarts is a digital marketing agency which is adding great value to the digital marketing industry in India. Founded by Siddhartha Vanvani in 2014, Digidarts has built up a formidable client list, which includes DealShare, Gromo, Meesho, Swiss Beauty, Toms, ASICS, Industry Buying, Gromo, GlobalBees, Bombay Shirt Company Birkenstock, and others.

The USP of Digidarts lies in the amalgamation of machine learning with human IQ, empowering brands for establishing worthwhile connections with their consumers across digital platforms. The expertise areas of Digidarts spans across numerous industries, which include Financial Services, Consumer Goods, Fashion & Retail, Education, Healthcare, Financial Services, OTT & Media, Real Estate and others.

In conversation with Adgully, Siddhartha Vanvani, Founder & CEO, Digidarts, speaks about laying the foundation stone for India’s pioneer full-funnel 360-degree performance marketing agency, utilizing AI and machine learning for its marketing strategies, focussing on customer personalization, and much more.

Could you take us through the journey of Digidarts so far, as well as becoming a 360-degree Performance Marketing platform? What were the major milestones achieved on its journey?

I had just finished my masters in the UK and I was back in India, where I started to research the digital marketing industry in India and noticed that there was a lack of transparency between brands and agencies. That is when I decided to bridge this gap and help brands reach out to their right target audience and laid the foundation stone for India’s pioneer full-funnel 360° performance marketing agency – Digidarts – at the young age of 22. Over the past nine years, I have seen it all. I have seen the hustle of a young entrepreneur and have gone a long way in catapulting Digidarts as the leading performance marketing agency in Gurgaon. Together, my darts and I have scaled more than 150 brands in the country.

What is the current state of performance marketing in India and what does the future look like for it? What are the challenges and opportunities in this field?

Performance marketing is very dynamic and promising in India at the moment because the spending on digital marketing in the country has increased to a huge extent, and app marketing is also on the rise. The app ecosystem in India is, however, no different and has given the indication of buoyancy attributed primarily to increased rural mobile internet access and penetration of smartphones.

Performance marketing in India will likely take an evolutionary path in the coming years with technological advancements like AI-driven creative optimization and more sophisticated ROI measurements. These will open new avenues for hyper-targeted and super-personalized marketing campaigns.

How is Digidarts adapting to the changing trends and embracing innovation? How are brands also adapting to the changing media consumption habits of present-day consumers?

We at Digidarts are always embracing change and already using the latest technologies like AI and machine learning in its marketing strategies, focusing on data-driven decisions and customer personalization. This leads to the creation of targeted campaigns that resonate with dynamic consumer preferences and behaviours. On the same note, brands are providing for these variations in media consumption behaviours by diversifying their advertising across several social media, streaming platforms, and mobile applications. This change reflects that the time the consumer has been spending online is growing. It means that brands have to appeal to more interactive multimedia content formats to effectively resonate with the modern audience.

How was the year 2023 for Digidarts? What are your growth projections for 2024?

The marketing landscape in India will be much more digital-first, led by deeper internet penetration and increasing use of mobiles. This will place marketers in a better position to engage customers and customize strategies with advanced analytics and AI. The trend is seen to shift to more integrated and omnichannel approaches, emphasizing a seamless customer experience across all platforms. Further, marketing trends are seeing sustainability, with brand owners expected to bring out products and practices that do less harm to the environment.

What are the strategies that Digidarts employs to reach their target audience more effectively?

We propel our clients to greater heights through the integration of our signature bullsEye strategies, which include the creation of a very well-rounded strategy by integrating branding, narrative-driven content, and strategic media planning.

Our process always begins with understanding the unique brand identity of the client and the preferences of the audience. We, therefore, develop strategies that connect with the intended audience and use a range of digital channels to maximize conversions.

What are the advantages of performance marketing for brands?

Performance marketing delivers measurable results, offering a pay-for-performance model that ensures cost efficiency. It enables precise targeting, reaching specific audience segments with tailored messages. The flexibility of performance marketing allows for real-time adjustments based on data insights, ensuring optimal campaign performance. Businesses can scale their efforts according to budget and objectives, making it accessible for all sizes. With its focus on ROI and continuous optimization, performance marketing drives higher returns compared to traditional methods. Additionally, it generates valuable data insights, empowering businesses to make informed decisions and enhance overall marketing strategies.

How are established businesses leveraging digital marketing channels while keeping their traditional marketing strategies alive?

Businesses in existence are strategically blending digital marketing channels with traditional marketing means to come up with an all-inclusive, homogeneous marketing strategy. Digital platforms – such as social media, SEO, and email marketing – met with traditional outlets such as TV, radio, and print. Through this integrated approach, one can harness digital analytics and targeting capabilities while not losing out on the broad reach and brand authority.