Publicis Commerce India and Amazon Ads Collaborate to Release Digital Growth Marketing Playbook
Publicis Commerce India has announced the release of the inaugural Digital Growth Marketing Playbook. The playbook, when used in tandem with Amazon Ads, describes how advertisers can embrace a growth marketing strategy, moving away from concentrating on stand-alone campaigns and toward considering how marketing can help achieve overall business growth.
The objective of the digital growth marketing playbook
The purpose of this playbook is to give a marketer’s perspective on growth marketing and to offer specific actions that a brand can take to facilitate growth marketing. It clarifies the top worries that marketers have, with a focus on short- to mid-term growth, especially in response to evolving consumer preferences and behaviors.
It lists the main obstacles that marketers must overcome as rising costs, unpredictable demand, technological disruptions, and heightened competition. The Digital Growth Marketing Playbook provides strategic steps for brands to successfully adopt growth marketing and offers insights into marketers’ perspectives on the strategy, based on a survey of 100 senior marketers. The playbook includes brand-specific strategies that consider the unique opportunities and problems that every business cohort encounters.
CX in digital advertising
The playbook also examines the evolution of the customer experience in digital advertising, adding conversion and retention to the marketing funnel and explaining why it is important for brands to look beyond return on advertising spend (ROAS). Key performance indicators such as customer lifetime value, the share of branded searches, and new-to-brand customers are also highlighted.
Levers of business growth
Three main levers are identified in the playbook for business growth:
- Get new clients: leveraging important events and managing both short- and long-term growth to reach new audiences and progressively increase market segment share.
- Enhance Share of Wallet: Introduce new products and promote expansion with highly valuable customer experiences.
- Boost Loyalty: Long-term success depends on attracting and keeping consumers who are committed to your brand.
Read More: Publicis Groupe Plans €300 million AI Investment, Unveils CoreAI Platform
These company growth levers correspond to important growth marketing strategies that instruct marketers on how to adapt their strategy, adjust execution, and gauge success. Growth marketers are using retail media channels more and more frequently. Retail media is fully understood by 97% of marketers, and 69% of them have used it or are currently using it for growth marketing initiatives.
Use of retail media formats
To improve reach and performance, the playbook suggests utilizing a variety of retail media formats, such as display and video ads in addition to native ad formats. Additionally, it promotes the adoption of an “always-on” advertising approach to raise brand awareness and volume of brand searches.
Here’s what they said
Anshul Garg, managing partner & head at Publicis Commerce India, said,
“Growth marketing goes beyond a mere collection of brand awareness and general promotional marketing strategies. It signifies a shift in the approach to marketing and placing comprehensive growth at its core. Armed with Digital Growth Marketing Playbook’s strategic insights, marketers can fully harness the potential of growth marketing to elevate their businesses to unprecedented levels of success.”
Kapil Sharma, director, of growth customer sales at Amazon Ads, added,
“Growth marketing can help brands across all categories and price points to unlock additional opportunities with strategic and long-term focus towards marketing. The inaugural edition of the Digital Growth Marketing Playbook offers directional steps to brands in the marketing world, providing insights, strategies and practical guidance to help businesses of all sizes achieve their goals.”
Read More: Publicis Groupe ME Appoints Ahmed Younis as CCO for Publicis Communications KSA
Mastering Growth Marketing: In Conversation with Sindhu Biswal
Sindhu Biswal is a multi-talented professional who has excelled in diverse fields. From aspiring astronaut to songwriter and now a marketing expert, his journey reflects his passion and determination. With notable contributions to companies like Paytm Insider, Better Half, Filter Copy to name a few, he is highly skilled in marketing, growth strategies, and business development. As a growth marketer, he is helping businesses achieve their objectives. Sindhu is also a sought-after speaker, mentor, and accomplished digital marketer known for delivering exceptional results.
Can you tell us about your background and how you got started in digital marketing?
I am a digital marketer who has led growth and digital marketing at FilterCopy, Dice Media, Betterhalf, and Paytm Insider. During the final years of MBA, I participated in the Google Online Marketing Challenge (GOMC) and was exposed to Google Search Ads. I fell in love with the craft, and that was my first introduction to the field of digital marketing.
How do you define growth marketing and what role does it play in your digital marketing strategy?
In simple words, growth marketing encompasses acquisition, activation, retention, referrals, and monetization. Growth marketers have a hacky mindset, are entrepreneurial, and challenge existing playbooks. It’s not just about acquiring more users but focusing on users who actively engage with your app, become paid users, and refer others. These are the key performance indicators (KPIs) for a growth marketer.
Would you like to share an example of a successful growth marketing campaign you’ve executed in the past?
There are 12 successful ones but my favorite campaign was the Roshan Joshi Typo campaign. While sending a push notification with the copy “Rohan Joshi is LIVE now. Tap to play,” However, I sent “Roshan Joshi is LIVE now” instead. I decided to repeat one typo every week, resulting in variations like Trojan Joshi, Mohan Joshi, Jogan Joshi. People started taking screenshots, and my push notification click rates increased. This campaign taught me that any retention channel can be turned into an awareness channel by thinking outside the box and challenging conventional strategies.
How do you stay up-to-date on the latest trends and best practices in digital marketing?
Most of my marketing ideas come from reading books and articles unrelated to marketing, such as psychology and philosophy. I read newsletters and follow Twitter threads from knowledgeable individuals to stay updated on the latest trends and best practices.
In your opinion, how has the advertising industry adapted to recent developments in AI and ChatGPT?
Currently, most ad copywriters and performance marketers are leveraging it to assist with ideation, writing ad descriptions, email copies, and more. It is a valuable tool to generate ideas and overcome creative blocks.
What advice do you have for young professionals who want to pursue a career in digital marketing?
My advice is to challenge existing playbooks, nurture creativity, and become skilled copywriters regardless of your specialization in marketing. Good copywriting is a fundamental skill that can set you apart in the digital marketing field.
