Dive deep into the world of Atomberg with Arindam Paul, Founding Member & CBO of Atomberg Technologies as he discusses the company’s unique positioning in the market, overcoming challenges, and the role of different marketing channels in their journey towards achieving remarkable growth
Atomberg is making the right noise in a market dominated by enterprise brands, thanks to a marketing strategy rooted in agility and customer insight. In this edition of “Growth Tales,” Raghav Kansal, Founder & CEO of ETML, chats with Arindam Paul, Founding Member & CBO of Atomberg Technologies, about how Atomberg is making waves in a competitive space. The discussion highlights the company’s early journey, the challenges they faced, and their pivot towards B2B. Key insights are shared on how performance marketing played a pivotal role in their growth, cracking the offline market, and making service a cornerstone of their brand-building efforts. The conversation also explores Atomberg’s digital strategy, omnichannel approach, and personal reflections, making this a must-watch for anyone looking to understand the inner workings of a successful brand! Don’t miss out and watch now!
Major highlights include :
- Start of Atomberg & disrupting the category
- Atomberg’s initial struggles and its pivot to B2B
- Role of Performance marketing in early years
- Cracking offline as a channel
- Leveraging different media, eg : TV, sports, etc., at the right time
- Influence of digital on offline sales
Click here to watch the full video
1. INDUSTRY BUZZ:
Digital marketing trends shaping India’s shopping holidays
Authored by Rajeev Garg, Co-Founder and Chief Commercial Officer (CCO), ETML , this article provides valuable insights into how India’s vibrant festival culture significantly shapes consumer behavior and influences economic strategies, especially during peak festive periods. The rapid transformation brought about by digital marketing has revolutionized the way brands interact with consumers, spurring growth and adapting to evolving trends. With major e-commerce platforms like Amazon and Flipkart hosting large-scale sales, and Quick-Commerce platforms such as Zepto and Swiggy Instamart gaining traction with fast deliveries, consumer expectations are being reshaped.
Amazon Ads launches a new AI Video generator—here’s your first look at the beta
Amazon Ads has introduced new generative AI-powered tools to boost ad creativity. The Video Generator creates custom video content from a single product image, while the Live Image feature offers animated campaign visuals. Both tools leverage AI to make ad creation faster and more engaging, at no additional cost, enhancing the overall customer experience.
Inside Google’s antitrust lawsuit: Global scrutiny & future of big tech
Google’s dominance in search and digital advertising has sparked global antitrust lawsuits, with accusations of monopolistic practices. The U.S. Department of Justice, along with regulators in the EU and India, argue that Google uses exclusionary agreements to maintain its control, limiting competition and innovation. The lawsuit could force Google to sell parts of its ad business, like Ad Manager, and may lead to financial penalties or structural changes. This case is part of broader scrutiny facing big tech companies worldwide, as governments seek to challenge their market power.
Meta to restrict data in Business Tools, impacting ad targeting
Meta is introducing new data restrictions in its Business Tools, affecting ad targeting and performance measurement. Key changes include automatic URL part restrictions, potential pausing of ads with targeted UTMs, and reduced monitoring in Events Manager. Businesses may need to adjust custom audiences and ad sets to comply with the new rules.
2. ETML SPEAKS :
ETML is thrilled to announce its shortlist in five out of nine categories at the Google India’s Agency Excellence Awards 2024! This recognition highlights our commitment to becoming India’s leading growth advertising and analytics agency, with a strong emphasis on sustainable growth and attribution. We are proud to be finalists in the categories of Lead Generation, International Growth, Search Transformation, Media Unification, and Measurement Solutions.
Are your ad copies hitting the mark? Check out our SEM ad copy checklist for best practices and optimization tips
Creating compelling ad copies is crucial in the competitive digital landscape for capturing user attention and driving conversions. This checklist aims to streamline the process for SEM ad creation, emphasizing the importance of ad strength, ad relevance, and Quality Score in optimizing performance. Effective ad copies, featuring keyword-rich headlines and concise messaging, improve Quality Score, CTR, and conversion rates, ultimately boosting ROI. Testing variations and aligning with user search intent further enhances ad relevance and success. Click here to read more.
3. DATA & ANALYTICS:
Google Analytics 4 introduces benchmarking data
Google Analytics 4 (GA4) introduced a new feature that allows users to compare their performance with industry peers. This benchmarking tool helps advertisers gain valuable insights to inform strategic decisions and goal-setting. With customizable peer groups and refreshed data every 24 hours, users can track metrics across acquisition, engagement, retention, and monetization, while ensuring data privacy and security.
Google Ads gains negative keywords, insights, reporting To PMax & much more
Google Ads introduced several updates at DMEXCO, including campaign-level negative keywords for Performance Max, new insights like asset coverage and impression share reporting, and AI-powered tools expanding across six new languages. Demand Gen campaigns now feature omnichannel bidding and creative preferences, while brand controls and conversational AI tools are expanding into multiple languages. These updates aim to improve targeting, creativity, and campaign performance.
4. GROWTH STACK:
Influencer marketing is the most popular strategy on YouTube
Influencer marketing on YouTube is set to reach $2.35 billion in 2024, making it the leading platform for creators to collaborate with brands. Nearly 46% of marketers will use YouTube for influencer campaigns, highlighting its potential for content creators to secure deals. This growth provides influencers a prime opportunity to diversify their content and reach new audiences. Insights are based on a global survey of 250 marketers from Influencer MarketingHub.
Cut through the AI noise with the “3 As”
The “3 As” framework—Automate, Augment, and Analyse—helps marketers navigate the AI landscape effectively. This approach encourages the automation of routine tasks, augmentation of human creativity through personalized customer experiences, and leveraging AI for deep data analysis. By focusing on these areas, brands can drive efficiency, enhance customer interactions, and make data-driven decisions, transforming their marketing strategies in the AI era. Successful implementation involves starting with pilot projects, scaling effective solutions, and prioritizing continuous learning and adaptation.
Marketing on Reddit: What you need to know
Reddit, a social news and discussion platform, recently gained attention following its IPO, marking its 20-year presence in the digital landscape. With over 100,000 Subreddits and 73 million daily active users, Reddit offers unique opportunities for marketers, emphasizing engagement and tailored content. Key strategies include participating in community discussions, using a humanistic brand voice, and leveraging AMAs to build credibility. The platform’s updated Ads Inspiration Library and features like Dynamic Product Ads enhance its marketing potential, making it a valuable channel for brands targeting specific audiences.
