Marketing Moments

Combining branding & performance is the logical way ahead: Siddarth Kasturi, Admattic

Siddarth Kasturi, Senior Growth Manager, Admattic, was speaking on the topic ‘Performance Branding: A Paradigm Shift’ at the e4m Indian Brand Conclave

by Team PITCH
March 06, 2023

Combining branding & performance is the logical way ahead: Siddarth Kasturi, Admattic

Treating branding and performance as one combined effort rather than two different silos is the logical approach for the future, Siddarth Kasturi, Senior Growth Manager, Admattic said on Tuesday.

Kasturi was speaking on the topic ‘Performance Branding: A Paradigm Shift’ at the 6^th edition of e4m Indian Brand Conclave (IBC) held at Taj Santacruz, Mumbai.

Highlighting the difference between performance branding and performance metrics, he spoke on how brands could implement them in their marketing efforts. “When I say performance branding, it could mean that we are going to track a campaign in terms of branding metrics, but optimizing it in terms of the performance metrics. In the traditional approach, if the business was new, it had to spend heavily in branding activities to raise brand awareness, brand recognition and brand recall. On the other hand, if the business was an established one, it just had to focus on its loyal customer base and drive performance-related metrics like leads, revenue, which in turn leads to sales. This is what we term as performance marketing today.”

Talking about the brand index of new brands, Kasturi quoted a recent study and said if the brand development index is less than 60 per cent for new brands, the brand can benefit by just focusing on performance and marketing. This is because if the new brand is not willing to shell out massive amounts of money into the multitude of channels in a continuous way, it's not actually even worth doing the branding efforts.

Kasturi also shed light on the depleting attention span of consumers. “As per the recent trend, in 2013, a topic on Twitter was trending for about 17 hours, which came down to a whopping 11 minutes in 2020. According to a recent study by Microsoft, the attention span of a user has fallen from 25 per cent to 8 per cent today.”

This decline has affected several apps over the years, Kasturni noted. “One out of every 2 apps is uninstalled in every 30 days and 2 out of 3 apps are actually abandoned after uninstalling by the users in the first 30 days.” He attributed this to the intense competition in the market. “We have over a billion websites in the market today, along with 7 million applications; that is close to over 1,000 mobile applications per category,” he added.

Kasturi also spoke about a few features that a company can incorporate into their branding efforts. He shared insights about frequency and ad sequencing method by which companies can incorporate performance branding into their marketing efforts. He also spoke about the ‘Mixed Marketing Model’ and cross-channel attribution that assigns a value or a credit to each touchpoint throughout the user journey, and making sure that each marketing channel gets the desired credit or relevant credit that it requires.

Kasturi also shed light on the influence of marketing and audience segmentation, and spoke on ways to help brands leverage the use of these features to up their marketing game.