Unveiling secrets of Performance Marketing through the lens of content

The third edition of the DATAMATIXX ASIA 2024 Summit and Award, held on August 6, 2024, gathered industry leaders to delve into the evolving landscapes of data, AI, and marketing.

A standout moment of the summit was a fireside chat on ‘Performance Marketing through the Lens of Content’. This engaging session explored the synergy between creativity and business growth, providing valuable insights into how innovative strategies can drive success. The discussion was moderated by Ranjeet Kumar, Co-Founder and CEO of Team Pumpkin, and featured distinguished panelists, including Ajay Dusane, Chief Growth Officer at Samco Securities, and Aayush Arora, Lead of Paid & Owned Media at The Estée Lauder Companies. Their perspectives illuminated the transformative potential of performance marketing in the contemporary business environment.

Setting the Stage: Diverse Perspectives

Ranjeet Kumar kicked off the discussions by introducing the session’s theme and highlighting his experience with Team Pumpkin. The conversation quickly turned to Ajay Dusane, who brought a unique perspective with his 17 years of experience in the automotive industry before transitioning into the banking and finance sector. Dusane has been instrumental in the transformation of Angel Broking into Angel One and now plays a key role at Samco Securities.

Aayush Arora, who oversees content and media for around ten brands under The Estée Lauder Companies in India, shared his diverse career journey. His experience spans various industries, including edtech and health food, before landing in the luxury beauty space, where he manages iconic brands such as MAC Cosmetics, Bobbi Brown, Tom Ford, and Jo Malone.

The Role of Creativity in Performance Marketing

As the discussion delved into the role of creativity in generating revenue, particularly in performance marketing, Ranjeet Kumar posed a thought-provoking question – How does creativity fit into the larger puzzle of revenue generation?

Ajay Dusane challenged the conventional wisdom by questioning the relevance of the traditional marketing funnel. He argued that a brand's promise, the value it delivers, and the narrative it tells are far more important than merely focusing on content. “Content is secondary,” Dusane emphasized, adding, “The primary function for any marketer is to identify and uphold the brand promise. Without it, your content will be fragmented, and your consumers won’t connect with your brand.”

Aayush Arora echoed this sentiment, particularly in the context of the luxury beauty industry, where maintaining a brand’s legacy and experience is paramount. He highlighted the challenge of translating an offline, experience-driven brand into the digital realm, where creative storytelling becomes even more crucial. “We’ve always been creative-first,” Arora noted, stressing on the importance of delivering on the brand promise at every stage of the customer journey.

The Evolution of Marketing Strategies

Reflecting on the evolution of marketing, Ranjeet Kumar recalled the simplicity of the 1990s when marketing primarily involved TV ads, billboards, and straightforward product purchases. However, he acknowledged that in today's digital age, the marketing funnel has become an integral part of the process. He asked the panelists how creative elements could be prioritized within this framework.

Ajay Dusane offered a practical approach, emphasizing the need for performance marketers to also understand brand marketing. He introduced his successful “3V” approach – video, voice, and vernacular – which has proven particularly effective in India. He advised marketers to define their primary audience first and tailor their creative strategies accordingly.

Aayush Arora shared an interesting anecdote about a brand marketing video that was mistakenly used in a conversion campaign, yet it delivered an impressive 5x return on ad spend (ROAS). This, he said, demonstrated the power of aligning creative content with the brand promise, even in unexpected placements.

The Synergy between Human Expertise and AI

As the discussion continued, Aayush Arora highlighted the transformative impact of AI on customer relationship management (CRM), stating, “CRM has truly been transformed with the advent of AI, revolutionizing how businesses interact with customers.” Ranjeet Kuar added here that it is not about “Human versus AI”, but rather “Human versus human with AI”, emphasizing the synergy between human expertise and AI capabilities. Ajay Dusane further elaborated on this perspective, stating that it is “Human versus human, but supported with technology”. Together, these insights underscore the evolving landscape where AI and technology enhance, rather than replace, human efforts in CRM.

Creativity as a Growth Driver

This session underscored the critical role of creativity in driving business growth. While performance marketing and creativity are often seen as separate entities, the insights from these industry leaders highlight their deep interconnectedness. A strong brand promise, combined with innovative and well-aligned creative content, can drive significant business growth, proving that creativity is a pivotal element in achieving long-term success.

These are edited excerpts. For the complete panel discussion, please watch below:

https://www.youtube.com/watch?v=qDZZZxiahKk