Table of Contents
Deep dive into Mamaearth’s winning D2C formula : From lookalike clutter to market leader, learn about their growth secrets with ETML Growth Tales
Mamaearth is a leading personal care brand that has quickly gained popularity in a market filled with lookalikes. In the latest episode of Growth Tales by ETML, learn how Mamaearth is standing out in this crowded market. Join Raghav Kansal, Founder & CEO of ETML, as he talks with Abhishek Gupta, Sr. VP, Online Revenue of Mamaearth and discusses changes in marketing, digital strategies, and D2C challenges. Abhishek shares his experience, highlighting Mamaearth’s innovation, growth strategies, and key learnings. He talks about the challenges they faced, launching new brands, and navigating growth stages. He also covers Mamaearth’s focus on long-form content, choosing the right advertising channels, and handling complex marketing issues.
Major highlights include :
- Approach to scaling from startup to significant growth phases (0-1, 1-10, 10-100 and beyond 100)
- Effective strategies for early-stage success
- Challenges and opportunities in launching a new brand today
- Emphasis on developing comprehensive long-form content
- Methods for selecting right advertising channels
- Strategies for managing attribution complexity and measuring incremental impact
- Exploration of geographic lift and marketing mix model experiments
- Utilization and insights from first-party data
Click here to watch the full video
1. INDUSTRY BUZZ:
Google sunsets another service, this time impacting businesses
Google is shutting down its Business Profile chat feature on July 31, 2024. After July 15, customers can no longer start new chats, though ongoing conversations continue until July 31. Businesses can download their chat and call history via Google Takeout before the deadline. This marks the end of Google Business Messaging, a service integrated into Google Maps and Search, allowing direct customer-business interactions. Despite emails notifying affected businesses, Google reaffirms its commitment to refining offerings. The closure highlights the tech industry’s evolution and the need for diversified communication channels.
The Ministry of Information & Broadcasting has mandated advertisers and agencies to submit self-declaration certificates before airing or publishing ads, following a Supreme Court directive aimed at curbing misleading claims. This requirement spans print, broadcast, and digital media, ensuring compliance with Cable Television Networks Rules and Press Council of India norms. However, challenges loom in implementing these rules online, including monitoring vast volumes of short-lived digital ads, ensuring influencer compliance, and addressing international advertiser obligations, highlighting ongoing complexities in digital advertising regulation.
Disney+ Hotstar has introduced a new “pause ads” feature for connected TV
Disney+ Hotstar has introduced a new “pause ads” feature for connected TV (CTV) viewers, allowing advertisers to display ads when users pause their content. This move aims to enhance ad engagement by providing a non-intrusive advertising opportunity during breaks in viewing. The feature leverages the pause moment to deliver targeted messages, potentially increasing ad effectiveness and viewer interaction on the streaming platform.
Huge Google search document leak reveals inner workings of ranking algorithm
Leaked Google documents, released by an automated bot on March 13, 2024, provide unprecedented insights into how Google Search ranks content. The documents, from Google’s internal Content API Warehouse, were shared with Rand Fishkin and reviewed by Michael King. They reveal that Google uses clicks, links, content, entities, Chrome data, and more for ranking. This leak offers SEOs invaluable information about Google’s ranking algorithm, akin to the significant Yandex Search leak in 2023.
2. ETML SPEAKS:
Friendly Diamonds, a partner brand of ETML, showcases their success story as a sustainable and ethical diamond brand. They specialize in lab-grown diamonds, positioning themselves as a responsible alternative to mined diamonds. They aimed to boost customer acquisition in a competitive market for which team ETML used a custom attribution model to optimize SEM campaigns, focusing on low-competition, high-intent keywords. By refining their Google Shopping feed and campaign strategies, they increased order volume and efficiency, while integrating trending keywords to enhance ad relevance and improve conversion rates significantly. Read this case study for more details.
Boost your COD sales: Minimize cancellations and maximize revenue with ETML’s actionable strategies
COD is a mixed blessing for businesses: it attracts hesitant customers but also brings challenges like fake orders and high returns. Strategies like pincode exclusions and prepaid order events help combat fraud and encourage upfront payments. Integrating partial prepayment systems and prioritizing verified orders improve fulfillment and reduce cancellations, enhancing overall customer satisfaction and operational efficiency. Click here to read more.
3. DATA & ANALYTICS:
5 new features coming to Google Analytics 4
Google has updated Google Analytics 4 (GA4) with new features including importing ad data from Pinterest, Reddit, and Snap, cross-channel budgeting with projections, and integrating Campaign Manager 360 impressions. GA4 will also introduce an AI for insights and support Chrome Privacy Sandbox APIs for cookieless measurement. Despite these advancements, there’s still no UI improvement, an ongoing concern since GA4’s launch.
Google Ads tests tROAS insight box for PMax & Standard shopping
Google is testing a new ads insights feature for Performance Max and Standard Shopping campaigns, showing target ROAS reports. It indicates if actual ROAS aligns with expectations through weekly averages and projected conversions. This update aims to help advertisers monitor campaign performance against set goals by accounting for historical data variations in conversion costs.
4. GROWTH STACK:
Meta AI now available on WhatsApp: A step-by-step guide on how to use the chatbot
Meta AI has launched in India, available across WhatsApp, Facebook, Messenger, Instagram, and the meta.ai portal. Users can seamlessly integrate it into their feeds and chats to perform tasks, create content, and more without leaving the app. In WhatsApp, users can access Meta AI through personal chats or the search bar to ask questions and receive AI-generated responses based on prompts. The feature supports finding messages, photos, videos, links, GIFs, audio, polls, and documents directly within WhatsApp.
Infusing care in a campaign makes consumers open wallets and hearts
The article discusses the effectiveness of incorporating care into advertising campaigns to engage consumers emotionally and drive brand success. Swati Bhattacharya, former creative chair of FCB India, presented case studies at a summit to illustrate this strategy. One example highlighted a Horlicks ad called “Fearless Kota,” focusing on emotional support for students in Kota. Another case study addressed anemia awareness among urban Indian women for Dutch State Mines. Overall, caring ads create a strong bond with consumers, leading to both emotional connection and support for brands..
Google used AI to analyse over 8,000 top ads. Here’s what they learned
The analysis of over 8,000 top YouTube ads by Google AI reveals two key trends in video advertising. Brands are increasingly using video platforms to promote diversity by featuring characters from diverse backgrounds and people with disabilities, although some efforts are perceived as superficial by consumers. At the same time, traditional advertising techniques like strong hooks, pop culture references, and catchy music continue to be effective in capturing audience attention. Advancements in AI are also enabling brands to innovate further in their video advertising strategies.
