StartupTalky

Tag: Marketing

  • Myntra Marketing Strategy: Target Audience, Digital Tactics & Fashion Trends That Drive Growth

    As an online shopper, Myntra is the go-to app for most people who want fashion-forward clothes at reasonable rates. However, this Indian eCommerce company is not only known for its variety of products but also for its innovative marketing strategies. But why is Myntra one of the top eCommerce names for fashion? It’s diverse segmentation and product range!  

    Myntra has been giving access to a number of brands for years now, be it Adidas, Biba, Mango, and so on. The ease with which an array of goods could be obtained at one place has resulted in Myntra turning into a hub for the style-conscious population of this nation.

    But what sets Myntra apart from its other competitors in the crowded eCommerce space? How does this online retail brand bring in and retain its loyal clients? Let’s jump into Myntra’s marketing strategy to understand its secret to success. 

    The Minds Behind The Fashion eCommerce Mogul
    Myntra Target Audience
    Myntra Marketing Mix
    Myntra Marketing Strategies
    Myntra Marketing Campaigns

    The Minds Behind The Fashion eCommerce Mogul

    Myntra Founders (Ashutosh Lawania, Mukesh Bansal, and Vineet Saxena)
    Myntra Founders (Ashutosh Lawania, Mukesh Bansal, and Vineet Saxena)

    Myntra was founded in 2007 as a B2B marketplace to buy personalized gifts by Ashutosh Lawania, Mukesh Bansal, and Vineet Saxena. In 2010, the company changed its focus to selling branded garments online, and it partnered with top brands to provide the newest and trendiest products online.

    With over 50000+ domestic and international brand products available online, Myntra now provides high-end lifestyle products as well. It has evolved into an online fashion hub that ships to more than 27000 areas across India. 

    💡
    Fun Fact: In 2017, Myntra collaborated with the Ministry of Textiles and launched an online campaign to promote the handloom sector in India. 

    Myntra: History | Business Model | Funding
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    StartupTalkyVidhi Punamiya

    Myntra Target Audience

    To understand Myntra’s marketing strategy, one needs to first know what it caters to. Myntra targets fashion-conscious people who wish for trendy and affordable clothing. The target audience is mainly of the age group 18-35 years with an increased emphasis on the 21-34 years category. The target audience is typically young, fashion-forward individuals who are comfortable with online shopping. This includes students, office individuals, and homemakers who want to shop online rather than going from store to store. 

    Their focus is on urban men and women, who are looking out for trendy clothing at inexpensive rates but do not like to be limited by their own time constraints of having to visit the individual stores themselves. It is because of their varied kinds that Myntra has experienced successful sales. The easy interface, along with a massive collection of fashionable products, makes Myntra available to fashion-forward enthusiasts for affordable clothing online. 

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    Myntra Marketing Mix

    Fashion lovers choose Myntra because of its diverse marketing strategies used to reach out to them. With the effort to bring the best-updated styles to customers, let’s take a look at the 4Ps of Myntra’s Marketing: 

    Myntra Marketing Mix
    Myntra Marketing Mix

    Myntra Product Strategy

    Myntra aims to be a one-stop shop for all fashionistas as it offers a diversified wardrobe for all ages, including clothing, accessories, and footwear. From ethnic wear to Western wear, Myntra has everything. Furthermore, Myntra also has a home decor section, which has rugs, bedding, and curtains. You can even buy beauty and personal care products, such as makeup, skincare, and fragrances, from Myntra.

    But Myntra’s diversity does not end there – the company also has some of its own private brand labels such as HRX, Mast & Harbour, and Roadster. The eCommerce platform also has 25+ iconic international brands with more than 10000+ unique fashion styles. 

    Myntra Pricing Strategy

    Myntra’s price range can be cost-based, competitor-based, or value-based, depending on the product and target market range. Again, the price ranges from affordable to expensive based on the type of product. 

    But the savings do not stop there. Buyers can get substantial discounts on their desired products because the eCommerce brand runs promotional offers regularly. You can also avail yourself of their loyalty programs, such as Myntra Inside Plus or Myntra Insider, where customers can access exclusive premium privileges and discounts. 

    Myntra Placement Strategy

    The Myntra eCommerce platform intends to make clothes accessible to everyone with its place-mix marketing strategy. 

    Website and Mobile Platform: The website and mobile application of the platform allow users to browse and purchase high-end clothing, accessories, and shoes from recognized Indian and International brands right from their homes. In the last couple of years, Myntra has shown how much it cares about its customers. Their commitment to personalization can be seen over the entire platform, from the option to try on clothes to purchasing from the Insider program. 

    Also, Myntra offers multiple delivery and return policies for convenient shopping experiences. The Myntra app, with a 4.2 rating and over 100 million downloads on the Google Play Store, is a sure hit with shoppers. Its mobile marketing strategy has experienced a 40% growth in sales, improved customer loyalty, and increased brand awareness.

    Myntra Promotion Strategy

    Myntra has one of the most effective marketing strategies as the platform believes in cross-channel marketing. By using several digital and offline strategies, the platform presents itself at the forefront of its customers’ minds. 

    Myntra Business Model | How Myntra Makes Money
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    Myntra Marketing Strategies

    Myntra is a leading fashion eCommerce company with numerous effective marketing strategies that assist in establishing a strong brand in touch with its target audience. These strategies play a pivotal role in increasing customer loyalty, driving customer acquisition, and improving user engagement. Some of the most prominent marketing strategies of Myntra include:

    Personalization of User Experience

    Personalization of User Experience is one of the most critical marketing strategies that Myntra uses. With the help of Artificial Intelligence and Machine Learning, Myntra is providing customers with recommendations to make shopping better for them. These can be based on multiple factors such as browser history, preferences, and purchase behavior. But this personalization is not only for product recommendations. It also expands to personalized notifications, such as price drop alerts or restocking items over which customers have shown interest. This level of personalization makes the customer feel valued and gives them a sense of exclusivity. 

    Social Media Engagement and Influencer Marketing

    Social Media Engagement and Influencer Marketing | Myntra Marketing Strategy
    Social Media Engagement and Influencer Marketing | Myntra Marketing Strategy

    Myntra not only personalizes its user experience but also connects with them via multiple social media platforms such as Facebook and Instagram. With interactive ads, multiple discounts, and a strong online community, Myntra uses its social media followers to highlight its latest trends and connect with customers in real time. 

    Again, while directly engaging with customers, Myntra also leverages the use of influencer marketing. By collaborating with A-list celebrities, fashion bloggers, and up-and-coming content creators, Myntra helps generate a buzz around their products. These brand ambassadors highlight Myntra’s fashion trends to amplify the brand’s message. 

    One of the most successful projects that Myntra has done so far in influencer marketing is called “Myntra Fashion Superstar,” with superstars like Sushmita Sen, Manish Malhotra, Sonakshi Sinha, Mallika Dua, and Shaleena Nathani. Through this strategy, the eCommerce portal reaches out to newer markets while building credibility through influencer marketers.

    Artificial Intelligence and Machine Learning

    Artificial Intelligence and Machine Learning play a very important role in Myntra’s marketing strategy. AI and ML algorithms help push personalized recommendations. By analyzing large amounts of data, including purchase history and customer preferences, Myntra provides customized product suggestions, which in turn increases the chance of repeat purchases. This marketing strategy is one of the biggest reasons why Myntra stands out from the other hundreds of eCommerce apps.

    Affiliate Marketing of Myntra

    Myntra has a brilliant affiliate marketing program that helps advertise its products. This initiative helps promote awareness and enables fashion bloggers and affiliates to boast about its goods and services. For each sale they provide, affiliates get a commission based on the pay-per-sale method. This approach is a win-win for not only Myntra to sell its products but also to affiliates who are paid more for their work.

    Sponsorships and Partnerships

    Myntra uses several marketing strategies that allow it to keep regular customers engaged and attract new ones. Whether it is the loyalty program for its customers or sponsoring the Chennai Super Kings, it always looks for new ways and better ways to connect with its audiences.

    Myntra Digital Marketing Strategy

    Content Marketing 

    Myntra has its very own blog section that covers a wide range of fashion-related topics. This section has both original content as well as curated content from multiple sources that appeal to its diverse audience. New blogs are posted multiple times a week to ensure that the audience remains updated with the latest trends. Also, the platform shares its blogs on its social media platforms to make sure that its audience is always informed about the latest content additions. This strategy helps bring Myntra to the forefront of its customers as an expert and reliable source of fashion. 

    Social Media Marketing

    The eCommerce platform is a strong contender when it comes to maintaining an active presence on social media platforms. On platforms such as Instagram, Facebook, and Twitter, the eCommerce giant shares links, photos, and even runs ads to promote their latest products and announce new sales and discounts. Myntra also has a strong hashtag game with multiple campaigns, such as #MyntraxHRX #Fitness campaign,, where customers were encouraged to shop from HRX fitness gear at discounted rates. 

    Search Engine Optimization Strategy

    The team at Myntra understands that building awareness for their products means having a comprehensive marketing strategy. This is why they have perfected their SEO game by using keywords to outrank their competitors on multiple search engines. By optimizing their content and ensuring thorough use of keywords across their website, Myntra is fine-tuning its SEO game every day to make it easier for its customers to find their goods. 

    Myntra uses multiple techniques such as social signals, backlinks, and reviews to help improve website credibility and authority. In 2023, these strategies helped Myntra gain over 71.48 million users who spent an average of 12-15 minutes on the page.  

    Myntra is on the lookout to conquer the advertising world with its bilingual efforts. This means that its products are available to everyone, from the peaceful villages in Bengal to the bustling life in Mumbai. But the eCommerce giant is not one to rely only on traditional advertising methods. It also focuses on sponsored ads on websites such as Facebook, Instagram, and Google Ads, as well. 

    To ensure that their ads deliver the message perfectly, they employ multiple strategies such as pay-per-click, retargeting, display ads, and ad extensions. 

    Email Marketing

    Not to be left out in the email marketing strategy, Myntra always stays connected with its customers, even via email. It helps them to not only remain fresh in the minds of their customers but also provide them with the latest in discounts and sales. It also runs campaigns to encourage customers to complete their purchases. The eCommerce platform also sends out regular newsletters and offers customers the latest in upcoming sales, product launches, and exclusive discounts. 

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    Myntra Marketing Campaigns

    Marketing campaigns play a very important role in Myntra’s digital marketing game. With its eye-catching visuals and star-studded brand endorsers, these campaigns generally spark widespread interest that not only improves visibility but also results in millions in sales. 

    #beunskippable

    Myntra #Beunskippable Campaign | Myntra Marketing Strategy

    In 2019, Myntra launched its latest social media campaign, #Beunskippable, which urged its customers to ‘Style up, Move up’. Their strategy was to target the younger audiences to stand out from amongst the crowd and get recognised. Two men’s and women’s 30-second ads showcase how fashion can have a lasting impression on people and the opportunities it provides. The campaign was launched in Bengali, Hindi, Kannada, Tamil, and Telugu.   

    EROS 

    Myntra’s End of Reason sale | Marketing Strategy of Myntra
    Myntra’s End of Reason sale | Marketing Strategy of Myntra

    Myntra’s End of Reason sale saw collaborations with multiple actors such as Hrithik Roshan and Kiara Advani to promote sales. It helped create a buzz among new and regular customers as both actors have a positive influence. The sale includes top fashion brands and in-house labels as well. The 2019 sale had over 3.3 million products sold in just Day 1.  

    Ab har koi reason chalega

    Myntra "Ab har koi reason chalega" Campaign | Myntra Marketing Strategy
    Myntra “Ab har koi reason chalega” Campaign | Myntra Marketing Strategy

    In 2022, Myntra launched its multichannel marketing effort to connect with its 250 million customers. Some of the actors associated with this fashion carnival were Hrithik Roshan, Siddhant Chaturvedi, and Kiara Advani. For the commercial video, Myntra merged its medley to showcase the occasion while also launching two master films featuring all three actors. Through the flick, Kiara can be seen wearing casual, western, and ethnic clothes, Siddhant in comfy casual wear, and Hrithik in trendy sports attire. 

    ‘Be Extraordinary Every Day’

    Myntra’s “Be Extraordinary Every Day” campaign

    Myntra’s “Be Extraordinary Every Day” campaign, launched in 2023, highlights how fashion can change everyday lives. It highlights how normal people can change their ordinary moments into extraordinary ones with fashion. Bringing together big names such as Ranbir Kapoor, Kiara Advani, Tamannaah Bhatia, and Vijay Deverakonda, the campaign highlights Myntra’s large range of trends from both international and domestic brands. 

    Big Fashion Festival 

    Myntra’s Big Fashion Festival Campaign | Marketing Strategy of Myntra
    Myntra’s Big Fashion Festival Campaign | Marketing Strategy of Myntra

    Myntra’s Big Fashion Festival highlights the 3X offer and features big Bollywood stars like Shah Rukh Khan, Karan Johar, and Kiara. The campaign premise is that Karan Johar tries to convince SRK and Kiara to do the campaign, as it will remove all attention from his fashion sense. The campaign was showcased across TV, OTT, and digital channels to increase its reach. 

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    Conclusion

    Myntra’s marketing strategy has a lot to teach us. Customers love the eCommerce platform as it brings both local and foreign fashion right to their fingertips. Its marketing ideology is that everyone can wear fashion. With its omnichannel marketing strategies that have multiple promotional tools such as email, social media, influencer collaborations, and more, Myntra has amassed a large fan base. Its marketing strategy is a perfect example for any company trying to compete in the highly competitive world of online fashion. 

    FAQ

    Who is the target audience of Myntra?

    Myntra targets fashion-conscious individuals aged 18–35, primarily urban millennials and Gen Z, seeking trendy, affordable clothing and accessories.

    What is the social media strategy of Myntra?

    Myntra’s social media strategy emphasizes influencer collaborations, visual storytelling, and engagement with millennials and Gen Z on platforms like Instagram and Facebook.

    Who is the brand ambassador of Myntra?

    Myntra’s current brand ambassador is Shah Rukh Khan.

  • How to Measure Influencer Marketing ROI: Beyond Likes & Shares

    This article has been contributed by Himanshu Arora, Founder & CEO, Creators Network & BookYourCreator.

    Let’s be honest: Brands have been getting influencer marketing all wrong. They’ll pour money into campaigns, watch the engagement skyrocket, and then… what?

    A report full of likes, shares, and reach numbers. A viral video that got a million views but zero recall.

    Then, they sit in a boardroom, scratching their heads:

    Did this work? Did it make people remember our brand? Did it sell anything?

    If your influencer marketing success is still measured by vanity metrics, you’re missing the point. It’s time to measure what matters.

    Engagement Is Overrated. Influence Is Not.

    A post with 500,000 likes doesn’t mean 500,000 people cared. A video with 1M views doesn’t mean 1M people remember the brand.

    Real influence isn’t about getting seen. It’s about being remembered. If your campaign isn’t driving awareness, trust, and action, you didn’t invest in influencer marketing—you just paid for entertainment.

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    So, How Do You Measure Influencer Marketing ROI?

    1. Are People Even Remembering Your Brand? (Brand Recall & Awareness)

    Think of influencer marketing as a great movie. If you watched something and can’t recall the brand behind it, it didn’t do its job.

    So, let’s measure that.

    • Google Search Trends: If people were curious enough to Google your brand after the campaign, it’s working.
    • Direct Website Traffic: Did more people visit your site organically during and after the campaign? That’s a real impact.
    • Social Listening: Are people talking about your brand without being asked to? If yes, that’s influence. If not, it’s just content consumption.

    Real-World Example:

    A skincare brand partners with a beauty creator. They don’t include a direct “buy now” link—just storytelling.

    One week later:

    • Google searches for the brand increased by 30%.
    • Direct website visits double.
    • People start tweeting: “Has anyone tried this? Looks interesting.”

    No hard selling. No direct CTA. Just influences doing its job.

    2. Trust > Engagement. But How Do You Measure Trust?

    People don’t buy because an influencer told them to. They buy because they trust the recommendation.

    How do you track that?

    • Polls & Surveys – Ask people directly: “Would you try this?” If the majority say yes, you’re winning.
    • Comments That Show Intent – Are people asking, “Where can I get this?” or just dropping heart emojis?
    • Conversation Longevity – Is the product being discussed even after the campaign ends? If so, it left an impact.

    Imagine a fitness brand running a campaign with two influencers.

    • Influencer A gets 20,000 likes, but all the comments are “🔥🔥🔥.”
    • Influencer B gets 5,000 likes, but the comments are:
      • Is this vegan?
      • How much protein per scoop?
      • Where can I buy it?

    One of them created conversation. The other just created content.

    Guess which one drove more sales.

    3. The Metric That Pays: Conversions & Revenue

    If influencer marketing isn’t contributing to revenue, it’s just an expensive experiment.

    Here’s how to track conversions the right way:

    1. UTM Links & Google Analytics: Every influencer gets a unique, trackable link. No guessing. You know exactly who drove what traffic.
    2. Attribution Modeling: Some customers won’t buy instantly. They’ll see the influencer’s post, remember it, and buy it weeks later. Multi-touch attribution tracks that journey.
    3. Affiliate Codes & First-Touch Data: If 20% of a brand’s monthly sales came from influencer-linked customers, that’s influence at work.

    Smaller but engaged beats bigger but passive—every time.

    The Future of Influencer Marketing ROI

    Most brands are stuck in 2018 influencer marketing. They look at followers, engagement, and reach. They should be looking at trust, conversations, and conversions.

    Here’s what smart brands will start doing:

    • AI-driven analytics – Predict which creators will drive actual revenue, not just reach.
    • Long-term influencer investments – Stop paying for one-off promotions. Start building brand advocates.
    • Impact-based KPIs – Measure influence, not just impressions.

    Final Thought: Influence > Attention

    Measuring influencer marketing isn’t about “How many saw this?”

    It’s about:

    • Did people consider buying?
    • Did it drive real action?
    • Did we create long-term trust?

    Because in the end, real influence isn’t measured in likes. It’s measured in impact.

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  • The Role of Technology in Real Estate Marketing

    This article has been contributed by Arpit Jain, Director, Arkade Developers.

    Earlier to marketing real estate the most common methods included using newspapers, magazines, word of mouth and in-person visits however, the scenario has tremendously changed over the past few years. Nowadays, technology is a key factor that defines how real estate professionals can reach out to more people, making process more efficient, and provide more interesting experiences to potential customers. This is not only changing the ways in which basic real estate properties are advertised and promoted, but also changing the way clients purchase properties to be convenient, simple, and sophisticated. This article focuses on how the technological advancements have impacted the marketing of real estate and the tools that makes that possible.

    The Importance of Real Estate Marketing

    Increased Visibility

    Marketing takes a property to a much further range where more people perceive it rather than when it stays in the developer’s garage. Therefore, through these demonstrations, a property developer can attract a class of buyer who otherwise, would not have come into contact with the property. Marketing is critical in distinguishing a property out of the numerous offerings in the market hence a greater clientele base.

    Lead Generation

    Marketing assists in pulling through potential consumers who are searching for homes they want to buy. The right audience being in touch with ads displayed on the internet, and social networking sites along with the optimized websites, agents are sure to get leads which are interested in buying or investing in property.

    Faster Transactions

    Marketing communication not only identifies the right target market, but it also shortens the turnaround time in buyers decision-making process. Since buyers are able to get information about the property through the virtual tours, clear description and easy access to lists, agents are able to sell properties faster thus being able to sell the listed properties faster as well. Through virtual tours and swift availability of property information, the pace of a sale can be fast, thereby reducing time.

    Improved Reliability

    A good and impressive marketing tricks & professional branding contributes towards trust. Consumers are more inclined to contact or visit a real estate agent or a listing which looks professional and trustworthy and thus generating more qualified leads and faster sales.

    Structure Patron Relations

    Marketing is not just about sales, it is all about the relationships. The technological advances such as e-mail marketing, Customer Relation Management and the social networks allow the agents to keep in touch with the former clients with the aim of doing business with them in future. This is very vital in ensuring the agents achieve long-term success within the market.

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    Technological Tools Transforming Real Estate Marketing

    Objectives of using technology in real estate marketing extend beyond that of a broader audience outreach. Different tools and platforms that have made it easier for agents dealing in real estate to market properties and close deals. The key technologies include –

    Virtual Tours & 3D Walkthroughs

    Virtual tours enable the space to be accessed remotely, which is physically convenient to browse through homes, whereas 3D walkthroughs are realistic and enable quick decisions to be made on potential homes without physically stepping into many homes.

    Artificial Intelligence (AI) and Chatbots

    With capabilities of offering immediate answers to the potential buyers, the use of artificial intelligence in powers of systems like chatbots has become more and more popular. These tools answer questions round the clock, thus reducing the time that prospects have to wait to seek answers, useful to agents in keeping engaged with prospective customers.

    E-Signatures & Digital Contracts

    There has been an improvement in paper work where e-signature platform such as DocuSign has been implemented. All these technologies enable parties to sign contracts from the comfort of their homes and therefore closings can be done remotely.

    Targeted Marketing & Personalization

    Big data and AI help the real estate market to provide specific offers and adapting to clients’ choices and needs. This saves a lot of time since the buyers are provided with homes that meet all their requirements in terms of preferences.

    Online Mortgage Pre-Approval

    Most real estate sites today have a mortgage pre-approval form where buyers can fill in and obtain approval for their loans online. These non-financial benefits increase the immediate potential for financing information access and boost offers to proceed faster, thereby facilitating faster transactions.

    Benefits of Technology in Real Estate Marketing

    Wider Reach

    The use of technology helps real estate agents to market properties online, major social networks, and online virtual property tours. This reduces geographical constraints, sellers can easily reach potential buyers in other cities or even other countries thereby increasing their client base.

    Increased Engagement

    Virtual staging, open house, property video tours, 3D models, and constant social media posts increase the desirability of the properties. The interactions with the properties can be higher and buyers are able to study the properties in detail with no regard for their location.

    Cost-Efficiency

    Strategies such as Customer Relationship Management systems, mass email blasts, and online adverts also eliminate costly conventional marketing techniques. These tools assist agents with activity generation and lead management to reduce cost, time, and optimize marketing spending. 

    Faster Decision Making

    Technological support of data analysis and AI helps the agents to draw faster conclusions on the pricing and promotion of the properties. Up-to-date information on market changes or buyer behaviour allows companies modify their strategies and sell or buy products at a faster pace to the benefit of all.

    AI and Automation 

    It is predicted that artificial intelligence and automation will become more adopted in marketing real estate by providing tools for prediction, personalization and efficiency. These technologies will assist agents in decision-making by enabling them to work through that process more quickly and efficiently than before.

    Increased Use of Virtual and Augmented Reality

    The use of VR and AR will only advance further, providing even more realistic property viewing and a real opportunity for buyers to imagine the spaces before they are constructed. This will make property tranquil and lively to interested buyers who do not have time to visit the property directly.

    Big Data and Predictive Analytics

    The ability to monitor the activity of consumers and what markets are likely to trend in the future will keep marketing more specific and efficient. Real estate professionals shall be in a position to deliver bespoke services depending on the buyers needs.

    Technology has greatly changed the way real estate is marketed & offered presenting more efficient methods, tools and means of reaching the target customer. There is no doubt that there are challenges like high cost and data privacy issues they are all over powered by the advantages. Understanding of the latest tools and knowing what trends are likely to prevail, allows real estate specialists to become more competitive and offer better experiences to clients. As the industry advances, technology will continue to play a leading role in changing the way the properties are marketed and presented. 

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  • Must-Watch Marketing Trends and Predictions for 2025

    This article has been contributed by Ishan Sahni, Co-Founder & CEO, Comswoms Media. 

    As we conclude 2024 with valuable marketing insights; we turn our focus to 2025, a year that promises to be shaped by transformative trends driven by technological progress, strategic brand growth, and shifting consumer habits. With technology continuing to redefine consumer behavior and businesses evolving within an increasingly connected digital ecosystem, innovation will undoubtedly remain at the forefront. At Comswoms Media, we are committed to uncovering and embracing the trends that will set the stage for the future of marketing. 

    Here are some of the key predictions and trends that we foresee dominating 2025, viewed not only from an industry-wide perspective but through our unique approach to crafting impactful strategies for our clients. 

    Building Communities Will Trump Mere Audiences

    Marketing has always been about building connections and creating meaningful experiences for customers rather than merely selling products or services. In 2025, this approach will evolve further, with a strong focus on cultivating lasting communities instead of isolated interactions. This shift began gaining momentum in 2024, evident in the rise of niche groups such as running clubs, fitness-specific communities, marketing-focused networks, and many more. Movements like Bhag Club, The Thirties Club, and Xcited exemplify how these communities are creating spaces for shared interests and values. 

    Brands and entrepreneurs that invest in fostering loyal, value-driven communities will thrive; as customers today are looking for a sense of belonging. By creating spaces where people connect over common passions, brands, and their endorsed products can build trust and advocacy. To succeed in this new era, businesses should prioritize initiatives such as exclusive events, interactive online forums, and user-generated content campaigns that encourage open, two-way communication, strengthening relationships with their audiences. 

    Dominance of Video Content in 2025

    Video content will remain a dominant force in content consumption, driving significant investments in video marketing strategies. Brands will increasingly leverage video formats such as live streaming and short-form videos to capture audience attention and deliver impactful messages. According to Kantar’s Media Reactions 2024 report, a net 55% of marketers plan to increase their spending on TV streaming. 

    This trend reflects a shift in broadcast TV advertising budgets being redistributed across the broader TV and video portfolio. For marketers, the key will be to experiment and identify the optimal video mix tailored to their brand’s needs and specific objectives, ensuring maximum engagement and effectiveness.  

    Artificial Intelligence as a Driver of Growth 

    Artificial intelligence is set to become the backbone of marketing, revolutionizing every stage of the process, from strategy and execution to post-campaign follow-up. In the pre-marketing phase, AI will be pivotal in optimizing research, predicting consumer behavior, and identifying emerging trends with remarkable accuracy. During campaign execution, AI will enhance personalization, enabling brands to deliver tailored content and advertisements that align with individual customer preferences and behaviors. Dynamic creative optimization will allow marketers to adjust their messaging and visuals in real time, ensuring relevance and maximizing impact. Post-marketing efforts will see AI automating campaign analysis, aggregating customer feedback, and crafting retention strategies based on comprehensive data insights. Additionally, AI will facilitate predictive modeling, enabling brands to forecast outcomes and refine their approaches before challenges arise.

    Live Streaming Will be the Future of E-commerce

    Live streaming is evolving beyond entertainment to become a vital tool for e-commerce. By 2025, live-streaming orders will likely become a standard practice, especially in industries like fashion, technology, and lifestyle. Influencers or brand representatives will showcase products in real-time, engaging with viewers and answering their queries while enabling immediate purchases. The real-time interaction and transparency foster trust, helping buyers make informed decisions on the spot, and making this trend a powerful driver of sales. 

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    Mini-Drama Series Will Become an Ideal Storytelling Format 

    The rise of short-form content will give birth to a new wave of mini-drama series, produced by brands to capture and retain audience attention. Instead of relying on traditional advertisements, brands will focus on telling engaging stories that entertain while subtly promoting their products or values. Platforms like YouTube Shorts and Instagram Reels will be the stage for these episodic narratives, complete with cliffhangers to keep audiences coming back for more, blending storytelling with marketing innovation. 

    The Rise of Exclusive IPs From Content Creators 

    Content creators, particularly YouTubers, are poised to transition from collaborations and sponsorships to creating their intellectual properties (IPs). By developing original merchandise, exclusive series, or even standalone platforms and apps, creators can gain more control over their revenue streams and brand positioning. This shift represents a move toward greater independence and long-term value creation, allowing creators to establish stronger, more enduring connections with their audiences. Some of the key examples of creating an exclusive IP is Trakin Tech’s India’s Biggest Tech Roundtable (IBTR) and Samay Raina’s India’s Got Latent. 

    Personal Branding Will Be the Key to Entrepreneurial Influence in 2025

    Personal branding for entrepreneurs will become a critical trend in 2025. CEOs and founders will increasingly focus on building their own public personas rather than relying solely on their company’s identity. By leveraging platforms like LinkedIn, YouTube, and podcasts, entrepreneurs will position themselves as thought leaders and influential voices in their industries. A strong personal brand will humanize the company, fostering trust and credibility among customers, partners, and investors, and creating new opportunities for growth and collaboration.

    Brands, entrepreneurs, and marketers can tap into the possibilities of some of the trends listed above to position themselves as industry pioneers. By embracing these emerging trends early, they can seize the first-mover advantage, outpace competitors, and craft innovative strategies that resonate with the next wave of consumer habits, driving growth and building long-lasting brand loyalty. 

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  • What is Viral Marketing? A Comprehensive Guide with Examples

    This article has been contributed by Sri Hari Cuddapah, Chief Business Officer, GenY Medium

    Viral marketing is the powerful form of advertising that uses social networks to quickly propagate messages about the brand. It is about producing a particular type of content which is so appealing that it invites sharing among the target audience in their respective networks. The key to any successful viral marketing is the creation of content that will grab people’s attention and encourage them to share it, turning these people into brand supporters.

    Why is Viral Marketing Important?

    When compared to traditional promotion, viral marketing can reach a large audience at a minimal expense, which makes it important. If the strategy is viral, brand popularity rises, consumer contact levels rise, and brand loyalty is cultivated. This occurs when two individuals purchase the product and, as a result of sharing without any advertising, exchange information. Given the consumer behavioral paradigms of the present as well as the anticipated future trends, global brands have already taken to viral marketing for reaching prospective customers.

    Leading Practices in Viral Marketing

    The scope of viral marketing defined, several leading practices have come out that resonate well with the target audience and lead to brand advocacy. Finding an emotional appeal is always one of the essential components from which the brand advocates earn. But it is also important to realise that viral campaigns do not happen at will.

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    Examples of Successful Viral Campaigns

    Mama Earth’s Tree Plantation Campaign

    In the recent past, Mama Earth celebrated its accomplishment of planting over 3 lakh trees by focusing on two distinct groups of people: those who complain about change and those who bring about change. A man planted a sapling during this campaign, but when he woke up, he saw the pot had fallen by the side of the road. A young girl waters the plant and replaces it while he gripes that no one who crossed it cared to do so. The man sees this and decides that rather than whining, he might have done the same.

    #Gymshark66 Campaign

    Another apparent case is the #Gymshark66 campaign, where the brand encouraged all gym-goers to make new year resolutions and post their transformation for the next 66 days. Not only did this campaign reach out to the audience but it also recorded 45 million views on Tikok in just 3 months, revealing the power of collaboration in terms of marketing the brand.

    Mountain Dew’s 3D Hologram Campaign

    In India, Mountain Dew focused on 3D holograms of everyday heroes made with real-time technology as part of a promotional campaign. This innovative concept did not only emphasize courage, but it also enabled the brand to differentiate itself from other market players by not using superstars.

    ALS Ice Bucket Challenge

    In 2014, the ALS Ice Bucket Challenge was one of the most successful viral campaigns, which brought the problem of Amyotrophic Lateral Sclerosis (ALS) to the public eye. Everybody who participated in the campaign recorded videos in which ice water was poured over them. They then dared other participants either to do the same or to donate to ALS studies. How this technique was able to galvanise people around the world for a charitable cause was unprecedented and incredible.

    Conclusion

    Viral marketing is a unique combination of the creative side of marketing with a strategic approach in the online environment. Learning its core concepts, examining effective campaigns, a brand can attract the interest of the audience and tell the desired story in different forms across social media platforms and times. To make something go “Viral” is not easy. In hindsight, we can attribute certain patterns that have made a campaign go viral but every campaign with those attributes has not gone viral. So to summarize, there are some fundamentals that may increase the probability of a campaign going viral but no one can guarantee a viral marketing campaign.

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  • The Psychology Behind Viral Marketing Campaigns

    This article has been contributed by Stuti Singh, Founder & Director, Stack PR.

    In an era which is completely dominated by digital platforms, the future of marketing campaigns is often linked with their ability to go viral. Content that resonates deeply and spreads rapidly is not just a chance but a result of leveraging psychological principles. These principles impact people’s thinking, feelings, and behaviour by shaping their decisions to engage with the shared content. By understanding psychological stimulations which drive human behaviour, marketers can craft compelling campaigns that connect emotionally, inspiring actions, and create lasting impact in the digital landscape. 

    Key Psychological Drivers Behind Viral Marketing

    Social Proof: Following the Crowd

    Humans often rely on others’ opinions and behaviours to guide their actions. Social proof motivates people to follow trends, products, or ideas that seem popular, building a sense of trust and popularity. When individuals see others engaging with or endorsing content, it creates a follow-on effect, motivating them to follow suit. Viral Marketing often leverages this by highlighting user likes, shares, and comments to build trust and support for more join-in, helping ideas spread rapidly. 

    Emotional Contagion: Spreading Feelings

    Emotions are contagious. Whether it is joy, surprise, happiness, sadness, or even outrage, feelings spread quickly through social networks. Viral campaigns that elicit strong emotional reactions—like empathy, laughter, anger, or awe—are more likely to be shared. For instance, stories that are humorous, heartwarming, or profound connect with the audience on a personal level and make them keen to express those emotions. 

    Cognitive Biases: Mental Shortcuts

    Cognitive biases like belief biases play a crucial role in content sharing. People are attracted to information that matches their beliefs or supports their experiences. Viral campaigns often use relatable narratives that touch audiences’ pre-existing viewpoints, motivating engagement and delivery.

    Social Identity Theory: Defining Ourselves

    People often derive a sense of identity and familiarity from the groups they are partnered with. Viral content often draws from common experiences, shared viewpoints, values, and cultural touchpoints, nurturing a sense of belonging. For example, campaigns that celebrate community pride, women’s empowerment, or address global issues motivate individuals to share the content as a reflection of their identity.

    Neuroplasticity: Reinforcing Habits

    Frequent exposure to similar content or messages redirects the brain and reinforces behaviours. This principle is very evident in constant branding, repetitive hashtags, or challenges that create a habitual sharing pattern among the audience. 

    The Power of Visual Appeal

    In the current digital world, visual content is supreme. Images, videos, and infographics outshine text-only posts in engagement. Visually striking campaigns not only attract attention but also increase the chances of being shared across platforms. 

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    Here’s Why People Share Content 

    1. Emotion: Emotional stories or visuals trigger strong feelings, convincing the audience to share further.
    2. Social Currency: Sharing unique, clever, or insightful content helps in showcasing knowledge and creativity enhancing their social status. 
    3. Stories: Memorable content sticks in people’s minds making it easier to recall and share.
    4. Practical Values: Content that provides value, naturally attracts attention.
    5. Surprise and Novelty: Unexpected elements or new perspectives grab attention and spark curiosity. 

    Below are the examples of marketing strategies applied by famous brands:

    Red Bull Launch

    In 1994, Red Bull GmbH faced an exacting challenge as it prepared to launch its energy drink in London. There were a number of challenges including market saturation with competitors and a lack of brand awareness. Their marketing team came up with a brilliant solution, ‘the empty can campaign’. They placed empty cans in crowded public areas, such as garbage bins outside clubs and on college campuses. This unique strategy was based on the principle of social proof as people are more likely to do something if they see other people doing it. Placing the empty cans at public areas created an illusion that Red Bull’s energy drink was the most popular one on the market. This caught people’s eye and sparked curiosity and a desire to try the product themselves. This campaign turned a simple object into a subtle yet powerful marketing tool, drawing attention to the brand without overtly selling it. It demonstrated how unconventional marketing can break through crowded markets and build brand recognition from the ground up.

    McDonalds 

    Mcdonald’s Netherlands, in collaboration with its creative agency TBWA\NEBOKO took sensory advertising to a whole new level with a campaign taps into an often-overlooked sense in marketing i.e., smell. This Smell-O-Vision campaign celebrates the irresistible aroma of McDonald’s French fries bringing life to a billboard (the highlight of the campaign) and making people crave a cheeky Maccies as they walk past. This unique and big attention grabbing billboard installed on the streets of Amsterdam was painted in red and yellow. It features McDonald’s signature colors but there were no logos, texts, or branding, it was relying solely on the universal recognition of the color palette and the power of the product’s scent to draw people in. The functional design of the billboard makes this campaign truly stand out; the built-in slot where freshly baked McDonald’s fries are placed, and a vent system that disperses their mouthwatering aroma into the surrounding area, never fails to evoke hunger and spark curiosity among the people passing by. Here, the use of sensory marketing transformed an ordinary advertising medium into an immersive experience that not only makes the brand stand out but also reinforces its reputation for creating carve-worthy moments that connect with people in unexpected ways. 

    Amazon Prime Masters Moment Marketing 

    Amazon Prime took the spotlights in 2019 with its brilliant use of moment marketing- the art of riding the wave of trending topics to spark instant engagement. When Bollywood actor Rahul Bose created a buzz by sharing his experience about being paid a high cash price for two bananas at a luxury hotel, brands across industries jumped at the opportunity to showcase their affordability. But it was Amazon Prime’s sharp response that stole the show, captured attention, drove conversation and trended a trending moment into marketing gold. The brand used humor to showcase the value Amazon Prime offers i.e. competitive pricing. This example proves that a successful marketing campaign does not always require months of planning, sometimes, being quick and responsive on social media can lead to big wins. 

    Ariel India #SharetheLoad Campaign 

    Ariel struck a chord with hearts and minds in 2019 with their #SharetheLoad campaign. They released a compelling video featuring a mother diligently cleaning up after her son. This story took a thought-provoking turn when her daughter confessed she left her job because her husband refused to share household responsibilities. This revelation prompts the mother to reflect on the imbalance she has unknowingly reinforced and inspires her to take action by teaching her son to do laundry, this spreads a powerful message of gender equality. It resonated deeply with millions and the video garnered over 9 million views. Celebrities like Rajkumar Rao and Shifa Merchant also joined the movement. This video went beyond promoting laundry detergent – showcased a social issue in a relatable way, making it an impactful example of purpose driven marketing on social media. 

    Dove Redefines Beauty 

    Back in 2004, Dove launched a stupendous “Real Beauty” campaign, a bold move to redefine the society’s so-called beauty standards. The brand started showing ladies that real beauty isn’t just about being thin, it celebrated diversity by showcasing women of all shapes, sizes, and colors in its commercials. The message was clear: every woman is beautiful, just as she is. The impact was profound. For the first time, many women saw relatable representations of themselves on television. The campaign sparkled good talks about what true beauty means, challenging deep-seated notions and encouraging self-acceptance. Dove did not stop there, it expanded the movement through workshops, videos, and educational initiatives aimed at building confidence and promoting self esteem. Their powerful message, “beauty comes in every form, and it’s time to celebrate it” won many hearts. 

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  • Marketing Analytics: How to Track and Measure Campaign Success

    This article has been contributed by Shilpa Kona, Senior Director of Marketing at Visionet Systems Inc.

    In today’s fast-paced and competitive world, marketing goes beyond creativity to include strategy, data, and results. We’ve moved past the era of trusting our instincts or making wild guesses for marketing wins. Marketing analytics now allows companies to make smart choices, stretch their money further, and see real countable outcomes. 

    Let’s dive into marketing analytics looking at key numbers, crucial tools, and useful ways to track and measure campaign success.

    The Magic of Data-Driven Marketing

    Picture data-driven marketing as a map that shows you the way to win. You’re not just throwing darts; you’re using precise targeting based on insights and evidence. This approach doesn’t just make campaigns more effective; it also makes sure you put your money where it counts. For businesses with tight budgets, this is a game-changer. Analyzing performance metrics allows marketers to see what’s hitting the mark, what’s missing, and where to put their energy. 

    Don’t Spread Yourself Too Thin

    Most marketers mess up by trying to measure too many things at once. The abundance of analytics tools and metrics can overwhelm you, but tracking too many KPIs can blur your focus and make it tough to spot what’s driving results. Instead, zero in on fewer metrics. For instance, if you want to generate leads, pay attention to metrics like Marketing Qualified Leads (MQLs) or Sales Qualified Leads (SQLs). And if you aim to boost brand awareness, focus on metrics like reach and engagement. Keeping things simple and clear will help you navigate the complex world of marketing analytics.

    IT Company’s Framework for Campaign Success

    IT companies require a structured approach for tracking and measuring campaign success. This framework enables them to track campaigns on different levels and ensure that every action contributes meaningfully to outcomes.

    1. Pipeline Impact: Tracking Leads and Conversions

    A significant method for assessing the effectiveness of marketing efforts is by analyzing their influence on the sales pipeline, particularly in terms of how well campaigns generate and cultivate leads. Important milestones in this journey include Marketing Qualified Leads (MQLs), which indicate a clear interest and adherence to specific criteria; Sales Accepted Leads (SALs), where MQLs are evaluated and engaged by the sales team; and Sales Qualified Leads (SQLs), which are prepared for more in-depth discussions and have a higher likelihood of converting into opportunities. High-quality opportunities are characterized by leads that have entered the negotiation or decision-making stage. Campaigns, whether conducted online via email and social media or offline at events and trade shows, should be strategically crafted to impact these phases. Various challenges, such as indecision, budget limitations, and team interdependencies, may hinder conversion rates; however, it is crucial to maintain focused and relevant efforts that address genuine customer concerns to achieve sustained success.

    2. Persona-Driven Messaging for Maximum Impact

    One-size-fits-all marketing is no longer working in today’s landscape. Success will be built around crafting the right message for the specific buyer personas at the different stages of their journey. At the awareness stage, it should be broad and educational enough to pique interest. The consideration stage is case studies or comparisons to allow the buyer to make choices between options. The decision-making phase is the time for ROI, testimonials, or compelling offers that nudge someone toward making a final decision. By understanding your audience’s needs and pain points, you can create tailored campaigns that connect meaningfully and inspire action at every step of their journey.

    3. Measuring Brand Impact

    While lead generation is important, the brand’s long-term success will lie in creating a strong and easily recognizable identity, and this is where brand impact metrics step in. These campaigns prefer awareness and trust over quick sales, focusing on metrics like reach, which is about how many people view your content across social media, email campaigns, and website traffic. Another important metric is engagement: how audiences engage with your content through likes, shares, comments, and clicks. Media mentions and PR coverage in industry publications or thought leaders can also help enhance credibility. Consistent visibility through always-on campaigns—be they organic, like blog posts and social media updates, or paid, like ads and sponsorships—helps to keep the brand top of mind and reinforce the brand identity over time.

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    Tools to Measure Marketing Success

    It all starts with the use of appropriate tools that can make analytics manageable and insightful. Google Analytics is one of the most popular and widely used tracking tools for monitoring website traffic, user behavior, and conversion rates. For more extensive needs, such as lead tracking, email marketing, and customer relationship management, HubSpot offers a rich set of tools to nurture relationships with customers. Tools such as SEMrush and Moz will provide more in-depth information regarding your SEO performance and help you analyze content impact. Altogether, these tools will make it easier to collect data and arm you with the information to translate insights into effective strategies for success.

    Key Takeaways for Marketing Analytics Success

    Success in marketing analytics is only achieved by maintaining a clear and strategic approach: start by focusing on a select few key performance indicators (KPIs) aligned with a goal, ensuring your efforts stay targeted and impactful. Leveraging data thoughtfully steers decisions, optimizes the budget, and keeps all strategies aligned with overarching objectives. Measuring campaigns across various dimensions like lead generation and brand building helps to give a holistic view. To support this, investment is needed in the right analytics tool, which can help one save time, offer priceless insights, and ultimately elevate the effectiveness of one’s campaigns. Most importantly, understand your audience on a deep level and communicate persona-based messaging to address their different challenges and goals and create resonating, meaningful campaigns.

    Conclusion

    Marketing analytics is so much more than just about number crunching. It tells a story, where each and every data point relates to how efforts are making it. Whether it is converting leads into the pipeline or further strengthening the brand presence, the right tracking of metrics will ensure no blind shots are taken. With a focused approach, the right tools, and the right strategy, you will be able to turn your marketing campaigns into success stories, regardless of the size of your budget. That is what we believe at Visionet: taking data-driven strategies and creative solutions to solve real problems.

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  • Performance Marketing Demystified: What Every Marketer Should Know

    This article has been contributed by Dr. Vikram Kumar, Founder and Managing Director, SRV Media Pvt. Ltd.

    The traditional method of using TV commercials and billboards by marketers is morphing into data-driven methods that concentrate on efficiency with significant outcomes. One of the most distinguished approaches in these advancements would be performance marketing, where payers get paid only for click-through rates, conversions, or purchases made. It is a solution for tangible outcomes in today’s competitive landscape of a digital world.

    What is Performance Marketing?

    Performance marketing is a type of advertisement that is highly data-driven, in which every rupee spent relates to measurable returns. In performance marketing, unlike the conventional practices that focus on the intent of creating brand awareness, the specific goals revolve around sales, app downloads, or lead generation. The trend has really taken off in India with 20% annual growth rates, according to Statista.

    Kantar cites businesses adopting performance marketing with the highest average return on investment being 25% compared to traditional advertising. In its effectiveness, it has proven an indispensable tool for startups as well as giant corporations looking to maximize the best in their marketing campaigns.

    Performance Marketing: Main Players and Channels

    Performance marketing is the collaboration of key stakeholders involved in executing campaigns. Advertisers refer to businesses that look for measurable results, while publishers-populated platforms are the actual hosts of advertisements. Intermediaries who enable effective management of campaigns include Google Ads and Meta Ads. The choice of platform plays a crucial role in the success of a campaign. Google Ads is perfect for intent-based advertisement as it covers the whole world with a 92% global search engine market share. In the case of visual storytelling plus audience targeting the best tools in today’s date are Facebook and Instagram; hence, they are profoundly used in India, where there are more than 300 million individual Facebook and Instagram users.

    LinkedIn Ads target B2B campaigns, allowing targeting by job title and industry. For younger audiences, YouTube Shorts and Instagram Reels provide engaging short video formats. Programmatic advertising further enhances performance marketing by adding AI-driven automation for bids and placements to optimize efficiency.

    Key Metrics of Success

    Data is the foundation of performance marketing, and monitoring pertinent indicators is necessary. By calculating the proportion of people who click on an advertisement as opposed to the ones who view it, the CTR shows how relevant and well-made the ad is. The CPA gauges the cost incurred for getting a customer, thus showing whether the campaign is effective or not.

    Return on advertising expenditure (ROAS) is the revenue for every rupee spent and conversion rate is the percentage of users who complete desired actions like buying or signing up. Customer lifetime value helps organizations estimate the lifetime value expected from a customer.

    Improving performance-based marketing campaigns

    To amplify the effectiveness of performance marketing, organizations must pay importance to optimization methods. Audience segmentation helps marketers to create the kind of communications that could work best for a specific audience. A/B testing can decide the most appealing components of various advertisements to a target group. Dynamic retargeting reconnects users who have shown some interest in a particular brand, hence increasing the chances of conversion.

    Engagement will improve dramatically through creative and copy optimization with good-quality images and compelling content. On top of that, the landing pages must be mobile-friendly, fast, and conversion-optimized with calls to action. Automating, AI-based targeting, and bidding through Google and Meta tools make it even easier. Real-time tracking of metrics means that adjustment is made promptly to maximize ROI. Confronting Common Challenges Despite its advantages, performance marketing has a few drawbacks. Ad fatigue is a state where the audience disengages from repetitive content, which can be managed through frequent updating of creative assets. Budgetary constraints might force starting small campaigns to test the strategy before scaling it up. Compliance with data privacy laws involves using first-party data and keeping the user informed. The attribution issue, which makes it hard to determine how much contribution is from each touchpoint, can be handled using multi-touch attribution tools. Conclusion Performance marketing is a very potent strategy for delivering measurable growth in today’s digital-first world.

    The potential of performance marketing can be unlocked by making the right platform choices, tracking critical metrics, and optimizing campaigns. Agility, a data-driven mindset, and a proactive approach to overcoming obstacles are the keys to success. The strategies adopted lead to the achievement of ROI and meaningful business growth for advertisers in the ever-evolving marketplace.

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  • How to Create a Successful Marketing Funnel: A Beginner’s Guide

    This article has been contributed by Aditya Oza, CMO & Co-Founder at EMotorad.

    All good marketers will agree that marketing should never feel like selling. People do not like being sold to; they want to discover things that genuinely interest them and add value to their lives. This realisation is pivotal in shaping how you approach a marketing funnel. You can’t always push “Hurry Up, Last Chance” ads to a target audience that has never heard of your brand.

    Instead, marketing across funnels is like building a relationship. It starts with a friendly introduction—”Hey, how are you? Here’s who we are”—gradually evolves into something deeper, where both parties learn more about each other. It’s a trust-building process; though it takes time, it’s infinitely more rewarding and definitely more sustainable. 

    As CMO, I’ve spent years refining the art of creating successful marketing funnels. Here’s a beginner’s guide to crafting a funnel that drives results, builds relationships, and ultimately converts.

    1. Awareness Stage: The Art of First Impressions

    The top-of-the-funnel (TOFU) is all about getting noticed. At this stage, your audience isn’t looking to buy—they might not even know they have a problem your product solves. The goal here is simple: introduce your brand in a way that resonates.

    What Works? Storytelling. People connect emotionally, not sales pitches. Share your brand’s purpose. Our TOFU content talks about our mission, introduce ourselves in this category, and explains what the category is. This can also be done through educational content like blogs and videos, which don’t necessarily lead to direct sales but are important for building trust and positioning yourself as an SME. 

    To implement the above, use social media platforms that resonate with your brand voice. Depending on your business goals and target audience, this could include Instagram, YouTube, and LinkedIn. 

    2. Consideration Stage: Earn Trust and Credibility

    In the middle-of-the-funnel, or some would say MOFU, your audience is aware of your brand, and marketers will now nurture their interests by showing why their product or service is the right fit for them. 

    Here, you can leverage case studies, testimonials, pivotal milestones, pros of your solution, success stories, and much more. The key metric to measure is the engagement rate. Use cookies and audience segmentation to retarget visitors who engaged with your content, had queries, and reached out via chatbots. 

    3. Conversion Stage: Seal the Deal

    Your audience is ready at the bottom of the funnel (BOFU), and you must give the final nudge. Here, you must address any hesitation and provide incentives, big or small, to seal the deal. 

    Make your CTAs simple and clear, making it easier for the consumer to take the next step. ‘Book a FREE test ride’ has been one of our most effective CTAs. While they shouldn’t dominate your content strategy, showing urgency like limited-time offers or offering free accessories with ₹3,000 helps convert warm leads. Having a team ready here to address customer queries can make the difference between a conversion and a bounce. 

    The key metric here is tracking conversion, purchases, sign-ups, test rides, or any other business goal tied to the revenue. 

    4. Retention Stage: From Acquisition To Loyalty 

    This is the most important stage in the funnel. Marketers underestimate the acquisition costs to take your audience through the funnel, and retention is the only sustainable way to ensure growth. The funnel isn’t just three stages but a continuous learning process for each party. Happy customers are your best influencers and marketers; their reviews, repeat purchases, and, in our case, word-of-mouth marketing not only save you a lot of money but build an authentic brand face. 

    Sending regular updates, thank-you emails, and, in our case, maintenance tips, community rides, discounts on accessories, and or even social media inclusion help foster a sense of community. 

    Repeat sales, referrals, and engagement are key metrics here. 

    5. Optimisation Stage: Fine-tune the Funnel

    Just like water, the marketing funnel isn’t static; it always flows. It requires constant refinement and fine-tuning based on data and insights. Regularly audit each stage to understand where the leaks are coming from. Use Google Analytics to track your funnel performance and pinpoint where the drop-offs are. 

    It’s a good stage to implement A/B testing and experiment with ad creatives, emails, landing page designs, and CTAs to optimise your strategy. Actively seek customer feedback through surveys or focus groups to understand what’s working and what’s not. 

    Your customer acquisition cost and funnel efficiency determine the success of your stages. Finding the percentage of customers who move from one stage to another helps us grease the funnel wheels. 

    It’s a Wrap!

    Successful conversion isn’t bombarding your performance marketing budget and spamming your audience with ads; it’s about reaching the right audience and guiding through thoughtfully. 

    At EMotorad, effective storytelling, topical content, education, and maintaining authentic connections have helped drive sales and build a community. So whether you’re a beginner or a seasoned pro, always align your funnel with your business goals, and remember it’s not always about selling but building lasting relationships.

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  • Carlsberg Marketing Strategy: The Winning Formula Behind ‘Probably the Best Beer in the World’

    Carlsberg, one of the world’s most renowned beer brands, is synonymous with quality, innovation, and a commitment to excellence.

    Popularly known to the world – sustainability is a core pillar of Carlsberg’s identity, reflected in its ambitious “Together Towards Zero” program, which targets zero carbon emissions, zero water waste, and responsible drinking. Recent years have seen the company embrace digital transformation and leverage cutting-edge marketing strategies, such as experiential campaigns and AI-powered chatbots, to enhance customer engagement.

    Carlsberg’s approach to brewing emphasizes refinement and betterment, evident in its constant pursuit of improving taste, reducing environmental impact and contributing to societal welfare. Whether through the reinvention of its pilsner or its cultural philanthropy, Carlsberg remains a symbol of craftsmanship and progressive values, making it a beloved brand across generations and markets worldwide. In this StartupTalky article, we will learn about Carlsberg’s marketing strategies that have helped shape its global success and enduring legacy.

    Carlsberg  – Target Audience
    Carlsberg – Marketing Mix
    Carlsberg – Key Marketing Strategies
    Unique Features of Carlsberg Marketing Strategies
    Carlsberg – Marketing Campaigns

    Carlsberg  – Target Audience

    Carlsberg  - Target Audience
    Carlsberg – Target Audience

    Carlsberg employs a nuanced marketing approach, leveraging psychographic and geographic segmentation to appeal to diverse consumer preferences across the alcoholic and non-alcoholic beverage sectors. The brand adopts a differentiated targeting strategy, tailoring its offerings to specific customer groups to meet varied needs. Its positioning strategy emphasizes user benefits and product class, underscoring Carlsberg’s rich heritage, premium quality, and distinct flavors.

    Marketing campaigns by Carlsberg have been designed to resonate with different audience archetypes, such as the Rebel, targeting individuals who defy norms and embrace bold choices.

    The brand has also effectively aligned itself with football culture, creating strong associations with game nights and major football events, enhancing its appeal to sports enthusiasts. 

    Additionally, Carlsberg has strategically engaged female shoppers, broadening its audience and diversifying its consumer base.

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    Carlsberg – Marketing Mix

    Carlsberg’s marketing approach combines innovation and strategy to maintain its global appeal and resonate with diverse audiences. Let’s break it down:

    1. Product: Think variety! Carlsberg isn’t just about its iconic beer. Its lineup includes ciders, soft drinks, and even bottled water, ensuring there’s something for everyone while keeping the focus on quality and tradition.
    2. Price: Premium vibes, anyone? Carlsberg’s pricing reflects its commitment to offering a high-end experience. It’s all about serving those who appreciate a touch of luxury in every sip.
    3. Place: With a presence in over 140 countries, you’re likely to spot a Carlsberg product wherever you go. Strategic distribution ensures the brand is always within reach, no matter where you are.
    4. Promotion: Carlsberg knows how to get the word out! From catchy advertisements and dynamic social media campaigns to solid PR efforts, they make sure their message hits the mark and keeps the audience engaged.

    By seamlessly blending these elements, Carlsberg not only meets customer expectations but also keeps the brand fresh and relevant across global markets.

    Carlsberg – Key Marketing Strategies

    Over the decades, Carlsberg has promoted memorable slogans, from “Probably the best beer in the world” to “That calls for a Carlsberg.” These phrases don’t just resonate—they embody Carlsberg’s essence: a beer for life’s memorable moments.

    Founded in 1847, Carlsberg’s flagship beer, Carlsberg Pilsner—also known as Carlsberg Lager—was launched in 1904 by Carl Jacobsen, a man as passionate about quality as he was about aesthetics. No wonder every detail, from the brewery architecture to the beer label, was meticulously crafted.

    Danish artist Thorvald Bindesbøl, a pioneer of Art Nouveau, designed the iconic Carlsberg label. The crown signifies Carlsberg’s premium status, while the hop leaf highlights its commitment to natural ingredients. This attention to detail wasn’t just about branding—it was about building a legacy.

    A Tale of Partnership and Expansion

    Carlsberg and Tuborg joined forces in 1903, recognizing that Denmark’s beer market was too small to sustain their ambitions. After World War II, they set their sights abroad, focusing on Europe and Asia. By the 1970s, exports had tripled, solidifying Carlsberg’s global footprint.

    To achieve this, Carlsberg leaned heavily on innovative marketing. In 1973, the now-legendary tagline “Probably the best lager in the world” was coined for the UK market. Created by Tony Bodinetz, it captured imaginations worldwide and remained the cornerstone of Carlsberg’s branding until 2011.

    Carlsberg wasn’t just about taglines—it embraced multimedia. From Orson Welles voicing TV ads in the 1980s to featuring in the iconic film Ice Cold in Alex, Carlsberg cemented itself in popular culture with the slogan “Worth waiting for.”

    Reinvention Through Bold Moves

    In 2011, Carlsberg launched a new tagline, “That calls for a Carlsberg,” aimed at energizing the brand’s appeal. This global campaign spanned 140 markets and even included a dramatic TV ad, The Spaceman.

    Then came 2019, when Carlsberg did the unthinkable: it turned its famous tagline on its head. In the UK, where sales were struggling, it launched the audacious campaign, “Probably not the best beer in the world.” The move was a masterstroke, sparking conversations on social media and re-engaging its audience. Following the buzz, Carlsberg introduced the reimagined Danish Pilsner, emphasizing quality with a creative mix of digital, roadside, and rail ads.

    Sponsorships That Score Big

    Carlsberg has long paired its marketing with strategic sponsorships. From the FIFA World Cup in 1990 to UEFA Euro tournaments and English Premier League teams like Liverpool FC and Arsenal FC, Carlsberg has embedded itself in the hearts of sports fans—many of whom are loyal beer enthusiasts.

    Even in India, Carlsberg recognized cricket’s unmatched popularity and sponsored the IPL franchise Kings XI Punjab, connecting with a massive, cricket-crazy audience.

    The Legacy Lives On

    Carlsberg’s story is one of resilience, reinvention, and an unyielding commitment to quality. With bold campaigns, iconic partnerships, and a rich heritage, Carlsberg continues to be at the heart of celebrations worldwide.

    Mastering Experiential Marketing and Social Media

    Carlsberg’s marketing genius often lies in its ability to connect with audiences through clever campaigns and experiential moments. One standout example is the ‘Probably the Best Poster in the World’ campaign in London’s Brick Lane. The innovative poster not only promoted the brand but also dispensed free beer, drawing crowds and creating a massive buzz on social and mainstream media. It showcased Carlsberg’s knack for engaging consumers in memorable, real-world experiences.

    On Twitter, Carlsberg excels at blending humor, cultural relevance, and brand loyalty. Notable examples include heartfelt tributes to Liverpool legend Steven Gerrard. With captions like “#ProbablyTheGr8est Captain in the World”, the tweets highlighted Carlsberg’s creative use of hashtag hijacking to honor Gerrard while strengthening its own brand identity.

    The brand also leverages its platform to encourage meaningful connections. Campaigns like #UnplugToReconnect during Earth Hour urged users to log off social media, grab a Carlsberg, and spend quality time with friends.

    In addition, Carlsberg infuses its feed with witty infographics, such as one playfully portraying its founder as “probably the world’s first hipster”. By combining experiential marketing with engaging social content, Carlsberg continues to prove it’s (probably) one of the most innovative brands in the world.

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    Unique Features of Carlsberg Marketing Strategies

    Marketing, Innovation and Sustainability: The Carlsberg Blueprint for Growth

    Carlsberg’s campaigns are bold and creative, from the 1973 tagline “Probably the best lager in the world” to the 2019 twist “Probably not the best beer in the world.” These efforts capture attention, spark curiosity, and deliver meaningful messages with a twist, showcasing the power of innovative marketing. Carlsberg’s growth relies not only on creativity but also on a strong strategy that includes strengthening local brands, leveraging global icons, and executing with excellence.

    Strengthening the Core

    Carlsberg aims to lead the beer category while expanding into adjacent segments. Key efforts include:

    • Excelling in Execution: Meeting customer expectations, boosting market share, and introducing innovations.
    • Harnessing Digital Power: Using digital tools for better customer segmentation and personalized interactions.
    • Driving Innovation: Refreshing offerings and adapting to consumer trends. The “Funding the Journey” culture ensures efficiency by optimizing supply chains, controlling costs, and tracking performance.

    Seizing Opportunities for Growth

    Carlsberg identifies growth opportunities in:

    • Craft and Specialty Beers: Tapping into demand for unique brews.
    • Alcohol-Free Options: Catering to mindful drinking trends.
    • Asian Markets: Strengthening presence in a booming beer market.Strategic partnerships, such as those with Tuborg, Orkla, and Marston’s PLC, enable market penetration and portfolio diversification.

    A Vision for a Sustainable Future

    Carlsberg’s “Together Towards Zero” program focuses on:

    • Zero carbon emissions.
    • Eliminating water waste.
    • Promoting responsible drinking.
    • Fostering a zero-accident culture. By addressing global challenges like climate change and water scarcity, Carlsberg blends profitability with purpose.

    A Legacy of Action

    Through bold campaigns, smart partnerships, and sustainability initiatives, Carlsberg remains a leader in the beer industry. Its focus on adaptation, innovation, and calculated risks ensures continued relevance and growth.

    Carlsberg’s SAIL’27 Strategy: A Blueprint for Market Leadership

    Carlsberg’s SAIL’27 strategy charts growth and transformation, refining its focus with the updated Accelerate SAIL approach. This strategy emphasizes long-term growth, targeted investments, and efficiency improvements despite global disruptions.

    Key Pillars of the Accelerate SAIL Strategy

    • Premium Growth Expansion: Investing in premium brands, that outperform mainstream offerings, to boost revenue and margins.
    • Driving Digital Transformation: Enhancing sales, value management, and supply chain productivity with digital tools.
    • Cultivating a Growth-Oriented Culture: Rewarding calculated risk-taking, refining talent strategies, and aligning incentives with growth objectives.
    • Commitment to ESG Goals: Advancing goals in carbon reduction, regenerative farming, water conservation, and diversity through the Together Towards ZERO and Beyond program.

    Carlsberg’s updated strategy showcases its resilience and focus on premium growth, digital transformation, and sustainability, securing its position for long-term success.

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    Carlsberg – Marketing Campaigns

    Visual Advertising

    Carlsberg #HappyBeerTime Campaign
    Carlsberg #HappyBeerTime Campaign

    Carlsberg blends digital innovation with audience interaction in its campaigns. The BarBandits campaign featured a beer tap linked to a real-time screen, where visitors posted photos with #BarBandits for a chance to win a free beer. Similarly, the #HappyBeerTime campaign enhanced digital engagement.The Can Beer… series highlights Carlsberg’s cultural and scientific milestones, such as commissioning the Little Mermaid statue in 1909 and innovations like isolating yeast cultures and creating the pH scale. Its messaging also emphasizes sustainability, focusing on reducing carbon emissions and conserving water.By merging its reputation as (probably) the best beer with themes of innovation, philanthropy, and responsibility, Carlsberg cements its socially conscious image. That calls for a Carlsberg!

    TV Advertising

    Tuborg’s “Open to More”

    “Open to More” Tuborg Ad Campaign

    Tuborg launched “Open to More,” a global campaign celebrating exploration. The Open Live ChatBots on Facebook Messenger guided users to hidden spots in their cities through the eyes of celebrities and influencers. A 30-second film, directed by Nez and created by Ben Buswell and Andrew Singleton, complemented the chatbot, reinforcing Tuborg’s ethos, “Open to more since 1880.”

    “The Delivery” by Carlsberg

    “The Delivery” Carlsberg Ad Campaign

    Part of the Betterment campaign, The Delivery stars Mads Mikkelsen cycling through Denmark, reflecting on betterment with examples like the Danish Christiana bike, their twist on the classic pastry, and Carlsberg’s balanced Pilsner.The film celebrates Danish innovation and Carlsberg’s commitment to quality and improvement.

    Good Taste with a Twist by 1664 Blanc

    The Good Taste With a Twist campaign brings audiences to Rue 1664, a world of French luxury and playful surprises. The narrative highlights 1664 Blanc’s smooth character and citrus notes, blending French heritage with modern charm.

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    FAQ

    What is Carlsberg brand positioning?

    Carlsberg positions itself as a premium beer brand, focusing on quality, heritage, and sustainability with the tagline “Probably the best beer in the world.”

    What is Carlsberg main product?

    Carlsberg’s main product is Carlsberg Lager, a premium pilsner beer.

    What does the Carlsberg symbol mean?

    The Carlsberg symbol features an elephant for strength and a hop leaf representing beer quality and ingredients.