ETML Unveiled: Navigating Digital Growth with Transparency, Innovation, and Client-Centricity
CXOToday has engaged in an exclusive interview with Amitek Sinha, Co-Founder and COO, ET Medialabs
- Can you provide a brief overview of ETML’s values and mission?
At ETML, our vision revolves around four core principles:
- Our Experience:
Our experience speaks volumes through successful collaborations with renowned clients with leading brands of India. We initiate each partnership with a meticulous account audit, tailoring methodologies that not only meet but exceed their specific needs. The proof is in the substantial increase in user-to-sales conversion rates achieved within a short span.
- Our Speed of Execution:
The speed of execution is paramount in managing extensive campaigns with voluminous data. We’ve streamlined and automated these processes through our in-house tool, Adbytzz. This tool seamlessly handles tasks such as exhaustive keyword clustering, custom media buying automation, and alerts for drops in conversion rates, ensuring efficient and effective digital advertising.
- Our approach of Man + Machine:
We advocate for a marketing approach that is both effective and respectful. With IIT and Tier I Engineering college Alumni steering our Client Digital Strategy Teams, we marry human insight with technological prowess. By identifying gaps and opportunities, we prescribe experiments tailored to fuel business growth. Leveraging APIs, we seamlessly integrate data from multiple marketing platforms, creating custom dashboards for real-time monitoring.
- Our Ethics:
Our true profit lies not just in financial gains but in the satisfaction of our clients, evident in the testimonials we receive. Upholding a ‘Work Hard, Play Hard’ motto, our work culture is characterized by a unique blend of dedication and enjoyment. When you partner with us, you’ll experience not only exceptional results but also a distinctive and uplifting work environment.
Mission:
At ETML, we stand as one of India’s premier growth advertising agencies. However, our mission reaches beyond borders, aspiring to be the world’s #1 digital growth and advertising agency. Swiftly expanding into diverse regions, including APAC and the Middle East, we have already secured prominent clients there. Our trajectory is set to redefine global standards, aiming to emerge as the unrivaled leader in the realm of digital growth and advertising worldwide.
- What sets ETML apart from competitors in the digital performance marketing space?
What truly sets us apart in the competitive landscape of digital performance marketing is a distinctive combination of the below:
Data runs in our DNA:
-Transparency is the bedrock of our operations. We have developed in-house tools that ensure complete transparency of data. No matter how diverse or numerous the data sources may be, our tool Adbytzz stitches them together seamlessly, providing clients with a transparent, end-to-end view of the entire funnel.
-In-House Verticals: We have various verticals internally from Performance Marketing, DIagnostic Study, Performance Creative Studio, Business Innovation and Analytics to Performance Branding, we make sure to have the best of minds in each team to reach unprecedented results for each client.
Centre of excellence team:
We possess a dedicated Center of Excellence team that actively engages with emerging trends in the market, new technology platforms, and all things related to data and digital solutions. As top-notch problem solvers, we ensure we stay at the forefront of innovation. For example, our approach to CTWA is not limited to a mere campaign; rather, we have scaled it as a strategic channel to effectively tackle lead generation for a prominent Indian brand. It’s worth noting that we have earned recognition from Meta as the highest spender on CTWA.
Continuous Investment in Human Resources:
-Our commitment to excellence begins with a meticulous hiring process, ensuring that we bring on board individuals who not only possess exceptional skills but also align with our values. However, our dedication doesn’t stop at recruitment; we invest in continuous training programs to keep our teams at the forefront of industry trends and technologies.
-We host regular sessions on the latest technological advancements in the digital landscape. We understand that no matter how advanced AI becomes, it is the creative and strategic minds of our human team that effectively utilize these technologies for success.
Decade-Long Experience and Strong Leadership:
-With over 13 years of experience in the digital performance marketing realm, we bring a wealth of knowledge and a proven track record of success to the table.
-Our leadership is anchored by a strong team of core members who bring not just experience but a shared vision for excellence. Their leadership ensures that our teams operate cohesively and efficiently.
-The senior management at our organization comprises distinguished individuals from prestigious institutions such as IITs and IIMs. Boasting extensive experience, this seasoned leadership team brings a wealth of expertise to the strategic direction of the company. While their strategic acumen is formidable, what sets them apart is their hands-on knowledge and understanding of on-ground operations. This unique blend of high-level strategic thinking along with practical, on-the-ground insights ensures a well-rounded and effective approach to steering the organization towards success.
High client retention rates:
-We have completed our journey with 300+ clients and we as a team boast a strong and diverse clientele, reflecting our ability to meet the unique needs and challenges of various industries. Our experience working with reputable brands underscores our capability to deliver results and drive positive outcomes for our clients.
- How does ETML tailor its strategies to resonate with the specific demographics and interests of its audience?
Our approach to strategy is rooted in a deep understanding of our audience’s demographics and interests, ensuring that every campaign is not just targeted but tailored for maximum resonance.
In-Depth Audience Research:
-We begin by conducting thorough demographic profiling of our target audience. This includes age, gender, location, occupation, and other relevant factors. This data forms the foundation of our understanding, allowing us to create content that resonates with the specific characteristics of our audience.
-Beyond demographics, we delve into behavioral analysis to understand how our audience interacts with digital platforms. By identifying patterns in online behavior, we gain insights into preferences, interests, and online habits, shaping our strategies accordingly.
Personalized Content Creation:
-Our content creation process by our Performance Creative vertical goes beyond generic messaging. We tailor our communication to speak directly to the interests and preferences of our audience segments.
-We also put efforts in recognizing different demographics that engage with various platforms differently and adopt a multichannel approach.
Data-Driven Decision Making:
-Our strategies are not static; they evolve based on real-time data. We employ continuous analytics to monitor the performance of our campaigns and gather insights.
-To fine-tune our strategies, we leverage A/B testing extensively. This iterative testing process ensures that our campaigns are refined for maximum impact.
Segmentation and Targeting:
-One-size-fits-all approaches have no place in our strategies. We segment our audience based on various criteria and create customized campaigns for each segment. This ensures that our messaging is highly relevant, increasing engagement and conversion rates.
-Understanding that the customer journey is dynamic, we employ dynamic retargeting strategies. By analyzing user behavior, we retarget individuals with personalized content, reinforcing our messaging based on their specific interactions with our brand.
- How does ETML ensure a unique and compelling value proposition for its clients?
At ETML, ensuring a unique and compelling value proposition for our clients is not just a commitment; it’s a cornerstone of our approach. Here’s how we deliver exceptional value to our clients:
Honest and Transparent Approach:
-We believe in building trust from the outset. Our journey with clients begins with an in-depth audit of their accounts. We do not make false promises; instead, we provide a realistic assessment of their accounts, showcasing both strengths and areas for improvement.
–Free Ad Strategy Session: Our commitment to transparency extends to our ad strategy sessions, which are completely free of cost. This initial consultation serves as an eye-opener for many clients, offering valuable insights into the potential of their campaigns and setting the stage for informed decision-making.
Data-Driven Decision Making:
-From onboarding to the inception of new campaigns, data is at the forefront of our discussions. We understand that data is not just a tool but a compass that guides our strategies. By aligning our decisions with real-time data, we ensure that our clients’ campaigns are not only effective but also agile in adapting to changing market dynamics.
-Full Funnel Dashboards: We go beyond traditional performance marketing. Our clients are equipped with full-funnel dashboards that offer comprehensive visibility into every stage of their campaigns. This transparency empowers our clients to not only track performance but also actively engage with us, questioning and refining strategies based on the insights provided.
Real-Time Reporting and Accountability:
-Communication is key, and we prioritize it by providing regular, detailed reports. From daily updates to weekly and monthly reports, our clients are kept informed about the performance of their campaigns. This real-time reporting not only demonstrates our accountability but also allows for quick adjustments to optimize ongoing strategies.
Continuous Improvement:
-Our strategies are not static; they evolve based on performance data and market dynamics. Through iterative optimization, we ensure that our clients’ campaigns remain adaptive, maximizing results over time.
-Challenges are opportunities for improvement. When issues arise, we don’t shy away; we proactively address them. Our team is dedicated to resolving challenges swiftly, maintaining the efficiency and effectiveness of our clients’ campaigns.
- Can you share some examples of innovative strategies or campaigns that ETML has implemented to influence consumer buying behavior?
Omnichannel Attribution for a Leading Electronics Brand in India:
– Challenge: The consumer behavior of Research Online, Purchase Offline (ROPO) poses a unique challenge, especially in the electronics industry. Our client, a leading electronics brand in India, required a strategy that would effectively address this behavior and optimize their marketing efforts accordingly.
-Innovative Strategy: ETML implemented an omnichannel attribution model that allowed us to track and analyze the entire customer journey seamlessly. By understanding the touchpoints in both online and offline channels, we gained insights into the consumer’s decision-making process. This data-driven approach empowered us to make informed decisions on optimization and scaling, ensuring that our marketing efforts aligned with the specific ROPO behavior of the target audience.
Marketplace Penetration and Share of Voice Optimization for an FMCG Brand on Amazon:
– Challenge: Cracking the marketplace giant Amazon requires a strategic approach that goes beyond traditional marketing. Our challenge was to not only improve the paid Share of Voice (SOV) for an FMCG brand but also optimize the organic SOV to maximize visibility and influence consumer buying behavior.
– Innovative Strategy: ETML adopted a continuous learning and optimization approach. Leveraging data analytics and a deep understanding of Amazon’s algorithms, we crafted a strategy that not only enhanced the paid advertising presence but also focused on organic growth. This involved real-time adjustments to product listings, keyword optimization, and leveraging customer reviews to build credibility.
Unlocked CTWA as a whole new channel for Lead Generation for India’s #1 Painting Services Brand:
– Challenge: Surge of low-quality and insufficiently qualified leads for the client faced a roadblock in our ability to scale and meet the brand’s expectations. The strategy is to overcome the hurdle by refining our lead generation approach, ensuring that each lead not only aligns with quantity targets but, more importantly, maintains a high level of quality.
– Innovative Strategy: ETML strategically used CTWA as a transformative channel. Our approach involves utilizing personalized messages and implementing an intricately detailed and in-depth chat flow. By customizing our interactions, we aim to engage with potential customers in a meaningful and targeted manner. The focus is on quality over quantity, as we systematically filter out unqualified leads and eliminate any extraneous or irrelevant data, ensuring a more streamlined and efficient lead generation process for the brand.
- How does ETML stay abreast of emerging trends and technologies to continually evolve its strategies?
ETML takes a proactive approach to staying abreast of emerging trends and technologies, ensuring a continuous evolution of its strategies. Here are some key initiatives that contribute to our commitment to staying ahead of the curve:
Dedicated Research and Development by Centre of Excellence Team:
-Investment in R&D: ETML allocates resources to dedicated research and development efforts. This involves exploring emerging technologies, testing new methodologies, and understanding how they can be integrated into our strategies to benefit our clients.
-Pilot Projects: We often undertake pilot projects to assess the feasibility and effectiveness of new technologies or strategies. This hands-on approach allows us to validate emerging trends in real-world scenarios and refine our understanding accordingly.
Growth Tales Podcast:
-Engaging with Industry Experts: ETML hosts its own podcast, “Growth Tales,” where we engage in insightful conversations with industry experts. By interacting with thought leaders, innovators, and practitioners in various fields, we gain firsthand knowledge of emerging trends, best practices, and upcoming technologies.
-Continuous Learning: The podcast serves as a platform for continuous learning, allowing us to explore diverse perspectives and stay informed about the latest developments in the digital marketing and technology landscape.
Lead with Knowledge Initiative:
-Sharing Experiments and Results: ETML values experimentation and learning from both successes and failures. Through our initiative “Lead with Knowledge,” team leads within the organization openly share their experiments, strategies, and results.
-Cross-Team Learning Sessions: These knowledge-sharing sessions involve team leads going on the floor to discuss their experiences, providing valuable insights into what worked and what didn’t. This collaborative learning approach fosters a culture of openness and innovation within the organization.
-Q&A Sessions: Following the knowledge-sharing presentations, there are interactive Q&A sessions where team members, including the core team, can engage in discussions, seek clarifications, and share their own insights. These sessions serve as eye-openers, encouraging a dynamic exchange of ideas.
- What steps does ETML take to understand and fulfill the specific needs and goals of each client?
ETML is committed to understanding and fulfilling the specific needs and goals of each client through a tailored and comprehensive approach. Here are the key steps we take:
Dedicated Points of Contact (POCs):
–Single POC for Holistic Management: Each client is assigned a dedicated Point of Contact (POC) who oversees all aspects of the client’s account. This ensures clear communication, accountability, and a streamlined process for addressing client needs.
–Vertical-Specific POCs: To enhance understanding and address specific vertical challenges, our POCs engage in discussions with different specialized POCs across various verticals. This collaborative approach ensures that the client’s unique industry requirements are thoroughly understood and met.
So for each client, we have a combination of multiple teams who look after their growth strategy needs and scaling opportunities.
Continuous Audit and Optimization:
-We believe in proactive evaluation and optimization. Continuous audits of campaigns and strategies are conducted to identify areas of improvement and ensure that the client’s goals are being met effectively.
-The insights gained from audits drive iterative refinements in our strategies. This dynamic process allows us to adapt to changing market conditions, consumer behavior, and client objectives.
Strategic Partnerships:
-ETML has forged partnerships with over 100 leading brands in the digital space. These partnerships encompass a wide range of platforms, including Google Meta, marketplaces, Quora, Programmatic platforms and more. By collaborating with these industry leaders, we ensure that our strategies align with the latest tools, technologies, and best practices in the digital landscape and the clients could get every need under one umbrella.
ETML as client first approach:
-We conduct in-depth needs assessment sessions with each client. These sessions involve understanding the client’s business objectives, target audience, industry challenges, and specific goals. This information forms the foundation for our customized strategies.
-Our clients have access to full-funnel dashboards that provide real-time visibility into the performance of their campaigns. This transparency allows clients to track progress, ask questions, and actively participate in the decision-making process.
By combining these steps, ETML ensures a client-centric approach that goes beyond generic solutions. Our commitment to dedicated points of contact, continuous audit and optimization, strategic partnerships, and a data-driven decision-making process allows us to understand and fulfill the unique needs and goals of each client effectively.
- How does ETML measure the overall impact of its digital performance marketing efforts on a client’s brand?
ETML employs a comprehensive approach to measure the overall impact of its digital performance marketing efforts on a client’s brand. Here’s an overview of the key strategies and methodologies used:
Key Performance Indicators (KPIs):
-ETML collaborates with clients to identify and define key performance indicators (KPIs) that align with their business goals.
-Benchmarks are established based on historical data and industry standards. This allows for the comparison of current performance against predetermined goals and industry averages.
Full-Funnel Analysis:
-ETML utilizes full-funnel analysis to understand the customer journey from awareness to conversion.
-Attribution models are applied to attribute value to various touch points along the customer journey. This helps in understanding which channels and campaigns contribute most significantly to conversions.
-ETML assesses the long-term impact of digital performance marketing by analyzing the CAC vs LTV ratio. The optimization calls are not taken on short term basis but taking into consideration the long term goals as well.
Apart from these, as mentioned in the previous question’s answer, we have a whole process of client onboarding to retention, which ensures the client’s all needs including digital and business related (that are within our reachable vicinity) are being met.
- Can you share instances where ETML has witnessed a notable positive shift in consumer perception for a brand?
ETML has a track record of achieving notable positive shifts in consumer perception for various brands across different industries. Here are instances from product launches, transitioning from traditional to digital marketing, and expanding into new geographical areas:
Product Launch for a number of brands in skincare, food, electronics businesses:
– Conducting thorough market research to understand consumer preferences, pain points, and expectations in the various industries.
-Implementing multi-channel digital marketing campaigns, including social media promotions, influencer collaborations, and content marketing to build anticipation.
Expanding into New Geos for a Hyperlocal Brand:
-A hyperlocal brand aimed to expand its services into new geographical areas. The challenge was to establish trust and positive perception among consumers in these new regions.
-Conducted market research to understand the preferences, expectations, and challenges of consumers in the new geographies.
-Launched location-specific digital marketing campaigns, including targeted advertisements, local partnerships, and community engagement initiatives.
-Emphasized the brand’s commitment to reliability, on-time delivery, and local community support.
These instances demonstrate ETML’s adaptability and effectiveness in achieving positive shifts in consumer perception across different scenarios, including product launches, digital marketing transitions, and geographical expansions.
