In conversation with Prashant Puri, CEO and Co-Founder, AdLift
The festive season is a pivotal period for businesses as companies strive to maximize their return on investment from marketing campaigns. This season typically sees increased consumer spending and heightened competition among brands to capture the attention of customers.
In this interaction with Prashant Puri, CEO and Co-Founder, of AdLift, we delve into AdLift’s strategies for assisting clients with their festive marketing efforts. Prashant sheds light on the agency’s approach to crafting innovative and resonant marketing campaigns, as well as identifying emerging trends that can help clients gain a competitive edge.
Agency Reporter- We are in the midst of the festive season which is a crucial time for many businesses. How has AdLift prepared to assist clients with their festive marketing campaigns, and what new trends have you witnessed for this year’s festivities?
Prashant Puri- This is the most demanding as well as crucial time of the year when clients are focused on maximum ROI from campaigns. At AdLift, we have taken this festive season head-on with innovative campaigns that convert and resonate with our client’s brand story. Each festive season brings with it new trends as well as customer interest. This year we are seeing a move from voice search to video search. Another trend that we saw is brands starting festive season marketing campaigns 2-3 months in advance, as against the usual one-month preparation.
Agency Reporter- How do you measure the success of festive campaigns, and what key performance indicators are most important during this period?
Prashant Puri- For the top funnel/awareness stage, we measure success by higher reach and frequency, higher engagement rate and its impact on brand searches. In the bottom-funnel/performance stage, we measure success by growth in top-line revenue, higher ROAS and year-on-year growth in revenue of festive campaigns.
Agency Reporter- AdLift has witnessed notable growth in its client portfolio. Could you tell us about some recent successful client onboarding experiences and what sets your agency apart in this process?
Prashant Puri- We’ve always prided ourselves on a diverse client portfolio. Our expertise spans a cross-section of the industry. The recent onboarding of clients like Dyson, Tata Capital, Bajaj Auto, Tanishq, Noise, Craftslane, Genes Laconet Hemant, Ventura, and Canara HSBC Life Insurance to name a few are an example of this. What sets AdLift apart is our strong focus on data-driven strategy and a track record of giving our clients a fantastic ROI year on year.
Agency Reporter- With the rise of AI and automation, how do you see the role of human expertise and creativity evolving in digital marketing?
Prashant Puri- With AI and automation, human expertise and creativity are going to reach unprecedented heights. The sky is the limit. Having said that, right now, more than ever, the human touch is most important.
AI can crunch numbers and give insights, but it’s humans who craft strategies, understand what makes our audiences tick, and tell our brand’s unique story. We bring creativity to the table, making sure our content is engaging and meaningful. Plus, when things change fast, we’re the ones who adapt, and we’re responsible for keeping digital marketing ethical. So, while technology is a powerful tool, it’s our creativity and adaptability that really keep things exciting and effective in the digital marketing world.
Agency Reporter- Many brands are increasingly focused on sustainability and CSR. How do you plan to incorporate sustainability and ethical marketing practices into your client campaigns?
Prashant Puri- We are fortunate to have clients like Schneider Electric, SunFuel, Tanishq, Bajaj Auto, Holy Grail Homes, Luminous, and Titan amongst others who are trailblazers when it comes to incorporating sustainability and ethical practices into their day-to-day practice. Through carefully curated campaigns we ensure that not only are these practices amplified, but also magnified to reach the right audiences for maximum impact.
Agency Reporter- Looking ahead, what excites you most about the future of AdLift? Are there any new initiatives, partnerships, or developments you can provide a sneak peek into for the coming year?
Prashant Puri- We’ve been getting to work with a diverse client portfolio which includes some top industry brands as well as start-ups. I can see this trend continuing into 2024 where we are going to be giving a great ROI to an eclectic set of clients.
We’ve been taking India to the globe by way of speaking engagements at some of the best international conferences in the world. We’ve got a fantastic lineup for 2024 as well where we will be sharing industry insights as well AdLift strategies at several events.
Earlier this year, we called for entries for listing out the country’s top digital marketers and the response we got was nothing short of phenomenal. With over 500 entries, our jury had their work out for them. We plan to expand and extend this exercise over the next year, so stay tuned.