Ctrl+E Mar-Apr 2024

Hello!

In 2024, global digital advertising spending is expected to surge by 10.9%, crossing the $600 billion mark for the second consecutive year despite the stringent data protection and privacy laws. ??No surprises here—performance marketing is emerging as the shining star. It's the way forward in this digital age. You won't want to miss the interview with a performance marketing expert in the next section.

Shifting gears to something close to my heart – our planet. With World Earth Day fast approaching, the call for action is louder than ever. We're talking about a 60% reduction in plastic production by 2040. It's not just about saving the turtles anymore; it's also about safeguarding humanity and our dear blue marble. It's a tall order, but hey, if we can put a Tesla in space, we can surely kick our plastic habit to the curb.

Now, let's move on to a debate stirring up the food delivery scene – Zomato's 'pure veg' fleet initiative. Initially met with mixed reactions and a social media storm, CEO Deepinder Goyal pivoted to a solution that he thought was best for his company and its consumers. The 'pure veg' fleet remains, but with a twist – it's now an option on the app, not a uniform overhaul. I think this is a use case of how businesses can and should commit to adaptability and customer feedback. What's your take on this?

Last but not least, drumroll, please... Essentiate’s website revamp! ?? We've heard your feedback loud and clear and transformed our digital space into a more sleek, mobile-friendly version. It's cleaner, it's chic, and it's waiting for you to explore. Let us know what you think!

Until next time,

Deepika M.

In this exclusive interview, Varun Varadarajan, Head - Digital Marketing at LatentView Analytics , shares his insights on the transformative potential of AI in marketing campaigns and trends that will reshape performance marketing.

From your P.O.V., what role will A.I. and machine learning (ML) play in optimizing performance marketing campaigns moving forward???

I see the influence in two key places; one is platform-led, where we see platforms like Meta and Google directly integrating this in an easy-to-use manner. For example, Meta's 'Advantage+ Audience' optimizes the target audience on the go as the campaign is based on who is responding to the ads, on top of defined parameters.

Google ads, on the other hand, help in refining ad copies for search ads through GenAI integration. In the second case, the integration of DALL-E into ChatGPT and other generative image tools is a game changer for how B2B companies that don't rely heavily on creative agencies, startups, and SMEs with low budgets can create fantastic conceptual creatives without having to spend a lot for doing AB testing or rapid campaign optimization.

According to you, what new trends or technologies do you predict will reshape performance marketing in 2024-25?

While I don't see a lot of new additions for the coming year, I see increased adoption of available tools. These tools are evolving to be a lot more capable. Tools like ElevenLabs are doing fantastic work in the space of text-to-speech AI, which has huge potential for usage in creating great content for campaigns.

I see that the time spent on monotonous aspects of campaign setup is going to drastically reduce with native provisions that the platforms are integrating into their ad solutions.

As consumers increasingly prioritize sustainability and CSR, how can businesses incorporate these values into their performance marketing strategies?

87% of consumers in India are willing to pay a premium for products manufactured by companies known for their ethical practices.

The GenZ-ers are very clear about what they expect from their brands. Gone are the days when you can just run ads and expect conversions. The newer generation wants to understand who you are and what you stand for before deciding to buy from you.

It is crucial that your ads are also focused on building your brand image with a specific focus on the work you are doing in the Sustainability and CSR side of things.

About

Varun Varadarajan

Head - Digital Marketing at LatentView Analytics

Varun's journey began with a passion for design and copywriting in college, evolving over time to encompass all facets of marketing. Varun has played a pivotal role in steering the marketing efforts of both B2B and B2C companies, demonstrating a remarkable ability to collaborate across functions and possessing a profound understanding of technology and business software. His insights into buyer behavior, user experience, and the ever-evolving marketing landscape have been instrumental in driving success for numerous ventures.

1. Breaking Down Apple's Antitrust Battle: What You Need to Know
2. Building Blocks of Success: LEGO India's Shift to Performance Marketing in 2024
3. The Startup Scoreboard: India's Global Standing
4. The IPL Showdown: Sponsorship vs. Influence in the Branding Arena

Share your thoughts with us!

ESSENTIATE works with leading brands to establish their digital footprint while fostering growth and resilience. Work with us to streamline your marketing efforts with technology. Visit our website -

Loving Ctrl+E? Extend the conversation by sharing this newsletter with your network!