Unlocking the Power of MarTech in building brands: Bubble Network’s Insights
CXOToday has engaged in an exclusive interview with Sahaan Suman K. , CEO and Founder, Bubble Network
- Can you tell us about the founding story of Bubble Network and what inspired you to start a MarTech agency?
I started my first company at the age of 18, I failed multiple times testing small business ideas with little or no money during college. Learning cheaply from my early days I understood irrespective of the industry you are in Digital Distribution & the right use of Technology could benefit brand growth irrespective of the industry.
I also realised that there are 100’s of agencies in the market yet brands struggle to find the right fit or shuffle agencies very often. This made me realise the clear gap that I felt too as a Brand owner then. The small agencies did not have the technical knowhow, most medium sized agencies provided very cookie cut solutions (One Size Fits All), the large agencies most couldn’t afford.
This is how Bubble Network originated, my simple aim is that Bubble Network becomes an extended Digital arm for brands so they can focus on driving the business. We do this by providing digital services with strong technical knowhow & providing resources to assist our clients grow, from our pool of partnerships from VC’s to Mentors.
Today we have serviced over 500+ brands across India, USA & UK with a team of 40+ and growing.
- What sets Bubble Network apart from other agencies in the industry?
I think our very customer centric service & process, in-depth understanding of platforms, cumster pulse and adaptability to new tools, keeps us on our toes. However to summarise it would be Good Service, Great Process & Strong Technical Knowhow
Our Service: At Bubble Network, we genuinely care about you and see ourselves as your partners, not just vendors. Our customer-centric and proactive approach allows us to deeply understand your challenges and brand vision. Beyond our services, you’ll benefit from our partnerships and collaborations with mentors and industry experts, giving you access to a wealth of knowledge and support.
Our Process: We understand that many agency relationships fail due to poor processes and communication. That’s why we’ve created a well-defined onboarding process, internal SOPs, notion boards, and an organised structure that ensures a seamless experience for you. This approach fosters a positive culture not just for our team, but for our collaboration with you, ensuring clarity, efficiency, and consistent communication.
Technical Knowhow: Our passion for digital and our commitment to staying updated on the latest technology, trends, and use cases mean we understand your needs across different platforms. This expertise allows us to deliver effective digital solutions tailored specifically for your brand, ensuring we help you thrive in the ever-evolving digital landscape.
- How do you identify and select the right strategies for your clients? Since you work with social media, platform marketing and more, is there a set technique to identify strategies
At Bubble Network, to our core we believe one size does not fit all, a fundamental concern brands face with the traditional agency model is that the services are very cookie cut.
When we onboard a client, we have a few layers of research & discovery we do from deep diving into their existing offline/online funnel, content distribution, communication and presence to the extent of understanding the roles of different brand heads, concerns being faced and where Digital or Tech can plug itself in to solve the larger objective or address the problem.
Understanding the right strategies simply boils down to being updated with the latest tech tools, use cases and overall industry research, simultaneously decoding a customer’s brand in regards to problem statements and areas of concern and bringing this gap with the former.
- Could you elaborate on data analytics in e-commerce solutions and the technology you use?
Data analytics and understanding of what that data is saying is pivotal in e-commerce, enabling businesses to understand customer behaviour, track performance, and make informed decisions.
At Bubble Network, we harness advanced technologies to maximise data’s potential. Our use of AI-driven research tools like Merito, heatmaps like Lucky Orange or Hotjar, data tools like Web Engage and also deep dive into the Ads manager, Google Analytics, UTM and Pixel insights also provides comprehensive insights into consumer behaviour and concerns.
To simplify if an ad is not performing, that could be because of the audience misfit, creative misfit, creative fatigue, content misfit, Website speed, Product page breakdown, checkout process, shipping cost, prices or just the product range, unless we have clear data points to analyse this, we would never know what problem to solve.
- With the constantly evolving digital marketing landscape, what are some emerging trends or strategies that Bubble Network is currently exploring?
The future of the industry is all about personalised solutions that make every communication feel unique. I see a future where personalised and immersive experiences dominate, with technology shaping brand-consumer interactions. At Bubble Network, we are preparing for this by investing in emerging technologies like AI, machine learning, and AR/VR. We’re also expanding our expertise in data analytics to better understand and anticipate customer needs. By staying ahead of these trends and continuously innovating, we aim to lead the way in delivering next-generation solutions.
- How do you measure the success and ROI of your solutions for your clients?
Before we onboard any client, we always either identify or define a very clear objective, it could be store footfall, sales, audience perception change, reduction of customer service calls or leads. Once this is defined, the entire team and client work towards achieving these goals.
We measure the success and ROI of our solutions through a combination of metrics and feedback most relevant to measure for the set objectives.
- In your opinion, what are some common misconceptions about Digital Marketing, and how does Bubble Network address them?
There are many common misconceptions of Digital Marketing. I have put down a few I constantly come across.
A Quick fix to all business problems
One common misconception about digital marketing is that it’s like a Magic Wand which solves all business problems instantly. Many people think that simply having a presence online will automatically lead to success. However, effective digital marketing requires a strategic approach, ongoing efforts, and a deep understanding of the target audience. The best results we have been able to drive has been with founders or heads who work closely with us.
Duplicity of Results
Digital marketing & ads do not work with duplicity of results, for instance if spending 1 lakh is giving you back 3 lakh, on the same logic, spending 10 lakh is not guaranteed 30 lakh is sales. Even though such growth and acceleration in sales is possible, it is multiple different strategies from repeat customers, offline effort, referral marketing, social media, retention marketing and so on which drives those sales as the ads alone cannot duplicate results if spends are increased.
Worked for them, why wont it work for us
Every brand is different even within an industry. Their positioning, packaging, audience, price, branding, demographic, brand recall, utility, trust and hundreds of other factors play a role in defining and building a Brand. At Bubble Network, we emphasise the importance of understanding each client’s unique challenges and crafting tailored solutions. We don’t believe in one-size-fits-all strategies.
We believe it is our responsibility to ensure the client and us have a unified understanding of expectations and solutions. So as we are taking any step, there is rational thought backed with proven analytics to make that decision. This helps Brand Owners and Heads understand the multiple avenues and actions taken and what and why it has led to the success of the brand eventually.
- Looking ahead, what do you envision for the future of digital marketing and how is Bubble Network preparing for it?
Envision the future of digital marketing being dominated by highly personalised and immersive experiences. Brands will need to deliver content and interactions that feel custom-tailored to each individual, making technology an essential tool in shaping these connections.
We’re preparing for this future by investing in emerging technologies like AI, machine learning, and AR/VR. We’re expanding our expertise in data analytics to better understand and anticipate customer needs. By staying ahead of these trends and continuously innovating, we aim to lead the way in delivering next-generation digital solutions that drive meaningful engagement and growth for our clients.
