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From dreams to reality: How The Sleep Company cracked the code of success in a competitive category
Curious about how The Sleep Company managed to thrive in a fiercely competitive market? Join us for the latest episode of Growth Tales by ETML, where Raghav Kansal, Founder & CEO of ETML, engages in an insightful discussion with Ripal Chopda, CMO of The Sleep Company. In this intriguing episode, Ripal sheds light on the evolution of marketing strategies, the emergence of digital trends, and the intricate dynamics of the D2C landscape. Drawing from his extensive experience with renowned brands like Godrej, Nestlé, and Sleep Company, Ripal provides unique insights into the hurdles overcome and the valuable lessons learned throughout The Sleep Company’s remarkable journey of growth.
– Transitioning of working in “ 1000+ crore brands” to “startups”
-Difference in marketing style with big conglomerates v/s startups
– Evolution of media mix
– Balancing branding efforts with performance-driven tactics
– The Sleep Company’s brand first approach
– Shift from D2C to omni channel
– Next big levers of growth
– Advice for fellow marketers
Dive into this enlightening experience with Ripal Chopda to gather invaluable insights and excel in the dynamic digital environment.
1. INDUSTRY BUZZ:
Google launches privacy-focused measurement tool for advertisers
Google has introduced Meridian, a privacy-focused measurement tool for advertisers, offering an open-source Marketing Mix Model (MMM). It aims to analyze campaign effectiveness while safeguarding user privacy, especially with impending third-party cookie phase-outs. Meridian’s key benefits include innovation, transparency, actionability, and educational resources. Google anticipates broader accessibility to all marketers and data scientists in the near future, aligning with the evolving landscape of advertising measurement.
JioCinema Goes All-In for IPL 24: New Ad Features Supercharge Brand Engagement
JioCinema, the IPL’s official streaming platform, is innovating digital advertising with features like video ads with companion banners and branded emojis. With regional feeds, flexible ad rates, and spot buys, it caters to diverse advertisers, aiming to redefine IPL advertising. By focusing on engagement and regional reach, JioCinema offers brands a unique opportunity to connect with a wide audience, shaping the future of digital advertising during IPL 2024.
Goodbye to cookies: Digital advertising’s leap in the dark
Google, following Mozilla and Apple, plans to deprecate third-party cookies in Chrome by the second half of this year. Despite ongoing delays, challenges persist for its Privacy Sandbox initiative, with concerns raised by the IAB Tech Lab and regulatory bodies like the UK’s CMA. Limited testing reveals potential impacts on advertising CPMs, while some players have already shifted away from cookie reliance. The digital advertising industry faces uncertainty as it navigates the impending deadline and regulatory scrutiny.
2. ETML SPEAKS:
ETML is hosting a webinar on “First Party Data” to make you ready for a cookieless world
With respect to the above update, ETML is hosting a webinar on 5th April, 2024 to prepare marketers for a post-cookie world, focusing on strategic approaches like centralizing first-party data, organizing data for digital campaign activation, and investing in technology for first-party data utilization. Immediate doubts to be addressed include the necessity of a CDP for first-party data infrastructure, the adequacy of Google’s enhanced conversions and Meta’s CAPI, and strategies for creating and utilizing first-party data in ad-panels. Additionally, participants can expect three real-world case studies highlighting the impact of first-party data. Register now to gain insights and solutions for navigating the evolving digital landscape.
ETML secures the digital mandate for Bacca Bucci
ETML, a growth advertising & analytics company, has secured the digital mandate for Bacca Bucci, a prominent player in fashion and lifestyle. The partnership signifies a push towards redefining performance marketing with data-driven strategies. Bacca Bucci, known for its commitment to quality and creativity, has gained nationwide acclaim, while ETML aims to leverage its expertise to enhance brand visibility and market penetration. The collaboration is anticipated to propel Bacca Bucci to new heights, as expressed by both Raghav Kansal, CEO of ETML, and Bacca Bucci’s co-founders, Anuj Nevatia and Natwar Agrawal.
In the competitive landscape of the Middle East, an eyewear brand aims to strengthen its market presence. Team ETML came up with an innovative strategy—a Midnight Sale offering a 50% discount during off-peak hours. Despite initial store constraints, the team devised a plan leveraging non-performing hours for increased purchases by analyzing the past data that revealed the potential spending during these hours. Click here to read more.
3. DATA & ANALYTICS:
Google updates Performance Max – integrates Gemini
Google has announced updates to Performance Max (PMax), including expanded asset generation globally and the introduction of Imagen 2 for lifestyle imagery creation. Additionally, Ad Strength will now assess both quantity and quality of assets for campaign optimization. These enhancements aim to empower advertisers to improve ad creative quality and campaign performance more effectively, reflecting Google’s commitment to maximizing customer engagement across its ad inventory.
Google launches AI-powered Search in India in English and Hindi: how to use it
Google has recently launched the Search Generative Experience (SGE) tool in India, now available as an experiment in Search Labs. With SGE, users can expect more informative AI-powered search results, including summarized answers, visual results, and pointers for further exploration on searched topics. Additionally, SGE facilitates asking follow-up questions with a more natural flow. The tool is accessible in both English and Hindi languages, aiming to enhance the search experience for Indian users.
Evolving Google Analytics for more insightful measurement
Google is aligning conversions definitions across Google Ads and Analytics, introducing key events in Google Analytics to replace conversions for behavioral analytics. This ensures a consistent view of advertising performance and addresses long-standing discrepancies in reporting. Additionally, Google Analytics 4 is adapting to a privacy-first future with support for the Chrome Privacy Sandbox’s Protected Audience API, enhanced conversions, Consent Mode, and AI-powered behavioral modeling for comprehensive user journey insights.
4. GROWTH STACK:
How to adapt your data and measurement strategy in 2024
The evolving marketing landscape, shaped by regulatory and technological changes, presents an opportunity for marketers to adapt their strategies in 2024. With updates to Google advertising products emphasizing consent management and first-party data, marketers can build trusting relationships with customers while navigating changes like Chrome’s third-party cookie deprecation. Integrating robust consent management systems and fostering cross-disciplinary collaboration are crucial steps for marketers to effectively navigate these changes and achieve privacy compliance.
Why do B2B Companies need Composable CDPs?
B2B businesses face unique challenges in managing customer data due to diverse channels and legacy systems. While traditional Customer Data Platforms (CDPs) suit B2C businesses, they may not meet the nuanced needs of B2B enterprises, especially those dealing with physical assets. To address this, many B2B companies are adopting cloud data warehouses, which offer cost-effective central repositories for both online and offline data. These warehouses preserve data nuances and enable a Composable CDP approach, streamlining data activation directly from the data warehouse. This integration helps B2B companies overcome data management challenges effectively. Click here to read more about it.
