e4m-Mobavenue roundtable delves into content marketing, distribution & collaboration
During the roundtable discussion held in Bengaluru, industry leaders discussed strategies that brands could use to engage with customers and the most effective approaches
Customer acquisition and retention are two crucial factors for building a successful business. Both require equal attention to make the process efficient and easier. Last Thursday, a roundtable discussion by e4m and Mobavenue took place in the startup capital city, Bengaluru. The panellists shared strategies and discussed targeting both new and existing customers.
The discussion, titled "Unlocking Brand Growth: From Acquisition to Retention", was chaired by Jayant Basantani, Senior Sales Director at Mobavenue. The panel included:
• Arpan Biswas, AVP of Marketing at Reliance Ajio
• Gaurav Tyagi, GM of Marketing at Adani Digital Labs
• Jani Pasha, Co-Founder & CEO of Lokal
• Nilesh Gupta, Senior Director of Growth at Meesho
• Prasanth Naidu, CMO at Moneyview
• Rahul Dayama, Head of Marketing at Urbanic
• Shwetha Iyer, SVP and Head of Marketing at RING and KISSHT
Ishank Joshi, CEO of Mobavenue, opened the roundtable by explaining the company's operations and global presence. He introduced Mobavenue as a Growth & Tech platform that empowers brands, agencies, and publishers with MadTech (AdTech and MarTech) solutions for better business growth.
"Beginning with campaigns which lead to customer acquisition, then retaining the customer by retargeting them and utilizing social media along with collaborations are some of the ways in which customer growth is possible," stated Jayant Basantani at the outset of the discussion.
Shwetha Iyer, speaking about targeting and distributing Tier 2 and Tier 3 customers, emphasized the significance of customization in outreach. She states, “It is not hard if there is customization in your outreach. We need to look at vernacular content and alternate channels, not just sticking to Facebook and Instagram but also going to video apps. In heartland India, the penetration of Sharechat and all have increased, so those alternate channels have worked well for us. Plus, we rely heavily on our merchant network. We do a lot of offline work with them and that is a channel of acquisition. But nearly 80% of our acquisition happens through digital.”
Rahul Dayama, discussing the impact of influencer marketing on Urbanic's growth, explains, “Last year, we worked with 2800 content creators. Our influencer marketing is very detailed. We calculate ROI for each influencer. There are influencers who have got me sales for like Rs 1.8 crore. Last month we received 16000 organic content on Instagram. So, the whole community plays an important role for us.”
Addressing performance marketing, coupon codes, and customer retention strategies, Gaurav Tyagi states, “From a digital perspective, in a very subtle way, we are doing performance marketing on Google. It is our preferred channel generally. We are getting decent cost per acquisition from our unit economics-wise. So, these are the things which we track.”
He further explains, “We are also building some kind of channel-level pricing, which means if you're coming from any channel, you will see a different kind of coupon code as per your past references so that I can enable that AI-driven logic that will get you the respective discount. Through these metrics and amalgamation of product mix changing and how you operate, is how we can get repeat customers,”
The roundtable conference provided an excellent opportunity for industry experts to share valuable insights on how brand growth can be leveraged from acquisition to retention through effective strategies.
