Discover what it takes to make the right Noise, India’s largest bootstrapped D2C company
Ever wondered how Noise climbed to the top in its category? Tune in to our latest Growth Tales by ETML, where Raghav Kansal, Founder & CEO of ETML, engages in a conversation with Gaurav Mehta, CMO of Noise. In this video, Gaurav shares insights on the dynamic shifts in marketing, digital trends, and D2C, drawing from his experiences with Yahoo, Car Dekho, Zupee, OLX, and Noise. Delve into the challenges faced and discover key insights and lessons learned during this journey of growth.
Key highlights include:
-1 year in digital is 7 years of experience.
-Reflecting on the early days of Digital and the experience with Yahoo.
-Unveiling the biggest failure and the lessons learned during the OLX journey.
-Highlighting the successful launch of Luna, which sold out within 90 minutes.
-Addressing challenges related to inflationary pressure on the media.
-Contrasting the dynamics of being Bootstrapped vs Raising Investment.
Embark on this enriching experience with Gaurav Mehta to gather valuable insights and gear up to succeed in the ever-evolving digital world.
- INDUSTRY BUZZ:
Meta’s ‘Link History’: Tailored ads triumph or privacy peril?
Meta recently introduced a new feature called ‘Link History’ on Facebook and Instagram. This tool allows users to see the links they’ve clicked on in the past 30 days, making it easier to revisit websites. However, there are concerns about privacy, as Meta can use this data for targeted advertising. The feature is not clear about its impact on other Meta apps, and it goes against the current trend in the tech industry, where companies are focusing on enhancing user privacy. This move by Meta is in contrast to measures taken by Apple and Google to prioritize user privacy, and it also faces challenges from global lawmakers, particularly in the European Union, where fines are imposed to prevent Meta from obtaining data consent.
Google introduces Gemini AI model in Search ads
Google has incorporated its latest AI model, Gemini, into the Search Ads platform to boost advertising performance. With Gemini, if you have a website URL, Google AI assists in creating optimized Search campaigns by generating relevant ad content, including creatives and keywords through a chat-based experience. This integration aims to simplify ad campaign creation and ensure better alignment with evolving online search behavior. The beta version is initially available to English-language advertisers in the U.S. and U.K., with a global rollout in the coming weeks and plans for additional language support. Early tests indicate improved campaign quality and increased ad-strength scores for advertisers, offering higher conversion potential.
LinkedIn Retires Lookalike Audiences, Urges Shift To New Targeting
LinkedIn has shared that starting February 29, 2024, it will discontinue the lookalike audiences feature. After this date, advertisers won’t be able to create or edit these audiences, and existing ones will become static without refreshing with new data. Active ad campaigns using lookalike audiences will continue but be delivered to the static audience pool. LinkedIn suggests using the newer features “Predictive Audiences” and “Audience Expansion” as alternatives. Predictive audiences use AI to identify potential converters, while Audience Expansion broadens target demographics. Advertisers with existing campaigns using lookalike audiences must switch to predictive audiences or turn on audience expansion within 30 days to maintain dynamic targeting. Furthermore, the API for creating lookalike audiences through third-party platforms like HubSpot will also be discontinued.
- ETML SPEAKS:
An eyewear brand, selling glasses that cost around 3-4K, had a successful End of Season Sale (EOSS) in July, increasing revenue by 5% in just a week. Encouraged by this, they launched another sale in September to keep the numbers up. However, this time, the revenue dropped by 17% in the next 4 days. They faced the challenge to figure out why the sale didn’t work as well as the previous one. Click here to read more on the RCA and valuable insights.
When setting up a brand for the “Indian Persona” in the global market, the team identified various groups with different interests like South Indian, North Indian, and those interested in things like pickles, temples, Indian music, etc. The team organized these groups for targeted advertising. Initially, they performed well, but within a month, as they tried to reach a larger audience, the cost per lead (CPL) for all these groups increased significantly. Click here to read on the solution to bring the CAC down and the tried and tested results.
- DATA & ANALYTICS:
AppsFlyer, a worldwide leader in marketing measurement and data analytics, has introduced a new product called Creative Optimization. This tool offers marketers valuable insights into their creative assets and data-driven guidance to maximize their impact. With the help of Artificial Intelligence (AI), Creative Optimization identifies patterns and trends that drive optimal audience engagement. This allows marketers to get the most value from their ad spending while improving the effectiveness of their creative content and campaigns.
One in four firms ban GenAI over privacy, data security risks: Report
A recent report revealed that over one in four organizations has prohibited the use of Generative AI (GenAI) due to concerns about privacy and data security risks. Most companies are restricting GenAI usage, with 27% temporarily banning it, as per the ‘Cisco 2024 Data Privacy Benchmark Study’. Top worries include threats to legal and intellectual property rights (69%) and the risk of information disclosure to the public or competitors (68%). While 48% admit using GenAI tools for non-public company information, 91% acknowledge the need to reassure customers about the intended and legitimate use of their data in AI. Additionally, 98% consider external privacy certifications crucial in their purchasing decisions.
- GROWTH STACK:
AI-enhanced YouTube marketing: Insights from 3 case studies
Recent trends in YouTube marketing, including AI-generated content, community building, and multi-language audio, are transforming the platform. Despite video being a top priority, organizations struggle to allocate sufficient budgets consistently. AI in YouTube marketing can automate tasks but requires human supervision and lacks human creativity. Three case studies from India, Egypt, and Saudi Arabia highlight the effectiveness of AI in YouTube marketing, emphasizing the need for a balanced approach between human and artificial intelligence.
How LinkedIn Is Powering the Future of B2B Marketing Measurement
LinkedIn is introducing new measurement features for B2B marketers, aiming to enhance ad performance assessment. The platform focuses on signals, reporting & ROI, experimentation, verification, and insights. With a deep understanding of the B2B space, LinkedIn provides a unique environment for business growth. The measurement suite aims to simplify impact assessment across the sales funnel, emphasizing first-party data, privacy-first data connections, and a comprehensive view of the B2B customer journey. Certified partners like HubSpot, Salesforce, Adobe, and Supermetrics contribute to an integrated ecosystem, supporting various measurement pillars. LinkedIn is committed to providing trustworthy measurement tools and adapting strategies to address evolving privacy changes.
