In the world of quick results, marketers have often looked for a solution which has provided them with higher and quicker yield at a less amount. Over the years, performance marketing, is one such which is a type of marketing which majorly focuses on results or conversion rates.
Interestingly, Adbuffs, a performance marketing agency, claims that it majorly works with direct-to-consumer (D2C) brands to help these firms get a bang for its buck. It claims to target the audience while tracking performance data and altering their marketing strategies based on the brand’s conversion rates and performance. In a conversation with BrandWagon Online, Abhishek Maity, co-founder, Adbuffs talks about the role of performance marketing in the D2C landscape, his take on AI in marketing and the company’s future roadmap. (Edited Excerpts)
How does the D2C marketing platform differ from traditional retail models, and what advantages does it offer manufacturers in terms of control and brand management?
In terms of differentiation between online marketing, or D2C brands, and traditional retail brands,there is an evident difference. Suppose I want to launch a retail brand. The products would be placed in specific sectors, requiring me to provide a dealer or vendor with about 100 or 200 products at a time, within large sales spaces in prominent centres. This process incurs a significant time and cost investment without assurance of my product’s market fit or success.
Now, fast forward 15 days. If none of my products are selling, I would have to remove my entire product lineup, incurring additional costs for the sale space. However, if I opt for a D2C approach through websites or platforms such as Amazon, I can run ads for my product and promptly gauge its performance. This allows me to gather real-time data on how the product is faring, providing insights into manufacturing processes and marketing efforts.
How does the company utilise Google’s Performance Max campaign to optimise performance with the aim to increase conversions for advertisers? It has also drawn a lot of flak – what is your feedback on the product?
Ad tech is vital for D2C brands looking to scale using performance marketing on platforms like Facebook and Google. Google’s Performance Max campaign utilises artificial intelligence to provide relevant data for these marketing channels. The AI module helps target individuals actively discussing or interested in a specific product, optimising campaigns for conversions.
Google Performance Max employs various tools, including catalogue options and Google partner tools. YouTube videos are used to automatically place ads on the Google Ads platform based on consumer searches in your product category. This extends to YouTube, where ads help discover potential prospects.
Similar to Facebook, Google’s Performance Max acts as a discovery channel for brands and products.
What is the role of Adbuffs in allocating budgets effectively across different channels and campaigns?
At Adbuffs, our main goal is to increase market share and enhance product discoverability for our clients, particularly for D2C brands. Many of these brands are unique and not widely known in alternative or retail markets. Given this lack of recognition, our agency steps in to make their products more visible on both Facebook and Google platforms.
On Facebook, our focus is on increasing discoverability. We strive to make our clients’ products stand out, especially for those not well-known in the broader market. On the other hand, Google plays a crucial role in engagement. Once a product gains visibility on Facebook, Google steps in to capture user engagement. This ensures that when potential customers search for related products, our clients’ offerings are prominently featured.
How does Adbuffs enhance website rankings on search engines, and what specific on-page strategies they apply?
We, as a marketing agency, don’t limit our work with brands to just using Facebook and Google Ads for sales generation. Our primary focus extends to understanding products, creating customer personas, and refining communication strategies. It’s more than just sales; we aim to close deals and attract new customers.
On Facebook, our emphasis is on leveraging the platform effectively. We concentrate on feeding the right data and creative content related to appropriate products. We ensure a similar feel on Google so that the customer’s experience aligns with the discoverability we establish on Facebook.
Is Adbuffs integrating AI in its marketing strategies? If yes, then how?
Adbuffs has embraced the integration of AI in marketing , recognising the significant potential. However, we acknowledge that reliance solely on platforms which are driven by AI, comes with risks. While AI can yield powerful results, it can also make errors.
Through years of experience, we’ve developed a nuanced understanding of how to navigate these platforms effectively. We focus on feeding accurate data along with customer preferences. Our AI capabilities play a crucial role in interpreting inputs and setting up the right parameters. It’s comparable to how we prompt ChatGPT, utilising similar approaches in crafting creative communication. Importantly, while we use AI partially to enhance our strategies, we don’t solely depend on it.
What are the advantages of utilising multiple marketing channels for a holistic performance marketing strategy?
As a brand, we strive to have a presence across various channels to address a specific challenge. In a competitive market, where new products emerge and existing ones garner attention, the goal is to reach customers. To achieve this, it’s crucial to establish the brand’s existence. This involves tapping into channels to target individuals based on their behaviour, browsing patterns, and other relevant factors—a step in the journey of discoverability.
Once the brand is discovered, the next phase involves generating intent among potential customers. Avenues like email and WhatsApp come into play. Consider a scenario where a customer visits the ‘restaurant’ but doesn’t make a purchase. The strategy here is to collect email addresses and initiate remarketing campaigns, both via email and WhatsApp. The objective is to nurture these potential customers over time, ensuring they are ready to close the deal whenever the time is right.
Which platform provides the most conversions?
In the current scenario, Facebook, serving as a data discovery channel, is driving the highest number of conversions. The emphasis, however, isn’t solely on the quantity of conversions but on the specific objectives associated with the channel. While there’s a general perception that many direct-to-consumer (D2C) brands are primarily focused on customer acquisition, the approach goes beyond numbers.
For businesses, Facebook has become the most suitable platform and a primary source of revenue. To be clear, when discussing primary sources of revenue, both Google and Facebook are integral components of our strategy.
What does the future roadmap for Adbuffs look like, considering the ongoing transformation in the marketing industry?
If we go a little back in 2018, the landscape of performance marketing was straightforward—running ads on Facebook or Google with less focus on creative nuances. Then came iOS 13, by Apple that impacted Facebook’s tracking capabilities, leading to diminished results for many agencies on platforms like Facebook and Instagram.
Anticipating this shift, Adbuffs took proactive measures as early as in 2020. Recognising the impending challenges, the company developed an acquisition model centred around what they term ‘performance creative.’ While performance creatives are now trending in the market, Adbuffs was ahead of the curve, incorporating them since 2019.
Looking forward, the next wave in online advertising won’t solely hinge on performance creative. A well-optimised landing page, the right offer, and effective conversion tactics are equally vital. Moreover, the trajectory of the market suggests a move towards advanced analytics.
Understanding and leveraging data will become increasingly essential to discern what works and what doesn’t.