Full-funnel Performance Marketing in India Maturity, clarity, honesty & high-performance

Performance marketing is a crucial component of marketing because it provides a practical means of guaranteeing that each rupee invested yields meaningful output. Its ability to deliver measurable results, adapt to changing trends, and engage the audience effectively makes it an indispensable tool for businesses looking to meet their business goals.

At TechShu, we bring maturity through frameworks and structures, clarity by using plain English over digital speak, and a better-measured return on investment (ROI) based on Customer Acquisition Cost (CAC) and Lifetime Value (LTV). We do this with humility and a smile, making us nice people to work with.

What is Performance Marketing?

Performance marketing adopts a results-oriented strategy, where advertisers are charged only when predefined actions or results, such as clicks, leads, sales, or other targeted customer activities, are accomplished.

Here are the major performance marketing channels :

1. Display ads:

Display ads appear on social media, apps, and third-party websites. These visually appealing ads can be static or in video format and are designed to capture the attention of potential customers. They are a fundamental aspect of performance marketing and are effective in increasing brand visibility.

2. Social media:

Social media platforms are a crucial medium for marketers to reach their target audience. Focusing on these channels can lead to more successful marketing campaigns due to the ease of connecting with the target group (TG) on these platforms.

3. Content marketing:

Content marketing involves publishing engaging content on platforms such as YouTube, podcasts, Instagram, Facebook, and personal websites. This content is created to attract the target audience and encourage them to engage with the company.

4. Native ads:

Native ads are paid promotions that blend with the content and style of the hosting site. They are designed to not appear as traditional ads and are integrated seamlessly, often marked as sponsored to maintain transparency.

5. Search Engine Marketing (SEM):

SEM refers to paid advertising on search engines, aiming to increase a website's visibility in search engine results. This is distinct from Search Engine Optimization (SEO), which organically improves a site's ranking. Both are essential for driving traffic and gaining visibility in search results.

6. Affiliate marketing and sponsored content:

While similar, these are distinct channels. Affiliate marketing involves earning a commission for promoting other companies' products. Sponsored content is when a company pays for the creation and promotion of content about their products. Affiliate marketing is performance-based (earning per sale/click), while sponsored content usually involves a fixed fee.

Importance of Performance Marketing in the Present Business Sphere

1. Measurable ROI:

One of the key benefits of performance marketing for businesses is its ability to provide measurable and quantifiable results. Businesses can track various metrics such as click-through rates, conversions, and customer acquisition costs in real-time.

This data-driven approach enables agencies like us to optimize our digital marketing strategies, ensuring that campaigns and the investment done by our clients yield the best results.

2. Economy of cost:

Performance marketing is a cost-effective solution for businesses especially startups and small businesses. The targeted approach in this model ensures that marketing budgets are utilized efficiently, maximizing the impact of every marketing penny spent.

3. Audience- focused approach:

By analyzing consumer data and behavior, marketers can create highly targeted campaigns for businesses, increasing the chances of conversion. This targeted approach ensures that marketing messages resonate with the right audience, leading to higher engagement and conversion rates.

4. Ability to adapt:

In the fast-paced digital turf, trends, and consumer behaviors can change rapidly. Performance marketing offers the flexibility to adapt quickly to these changes. Marketers can analyze campaign performance in real-time and make necessary adjustments to optimize results.

This adaptability ensures that businesses stay ahead of the competition and capitalize on emerging opportunities.

5. Scalability:

Performance marketing campaigns can be easily scaled based on the desired outcomes and budget constraints. Whether a business aims to increase brand awareness, generate leads, or drive sales, performance marketing strategies can be tailored to meet specific goals.

This scalability ensures that businesses can expand their marketing efforts as they grow, reaching a broader audience and achieving higher business objectives.

Performance Marketing Versus Traditional Marketing

1. Measurability and ROI:

Performance marketing allows advertisers to track real-time data, such as clicks, conversions, and customer acquisition costs. This transparency and data-driven approach enable precise measurement of a campaign's effectiveness and profitability. In contrast, traditional marketing methods such as print ads, billboards, and TV commercials often lack precise measurement tools, making it challenging to quantify their impact accurately. Traditional methods often rely on indirect methods such as surveys or focus groups to gauge effectiveness, leading to less accurate ROI calculations​​​​.

2. Cost structure:

Performance marketing typically involves payment based on specific actions, such as clicks, leads, or sales. This model ensures that businesses only incur costs when the desired outcome is achieved, offering greater cost control and efficient budget allocation. Traditional marketing often involves significant upfront costs (e.g., printing, distribution, production of commercials) incurred regardless of the campaign's success​​​​.

3. Targeting and personalization:

Performance marketing leverages advanced targeting techniques, allowing businesses to reach specific audience segments based on demographics, behaviors, interests, and online activities. This targeted approach increases the likelihood of conversions and enhances customer engagement. Traditional marketing methods usually have a broader reach and may not offer the same level of targeting precision, often lacking the capability to deliver personalized messages to different audience segments.​

4. Flexibility and optimization:

Performance marketing campaigns can be adjusted and optimized in real-time based on data analysis, allowing for quick adaptation to market changes and optimization of underperforming elements. Traditional marketing campaigns, once launched, are difficult and often costly to modify or optimize, lacking this level of flexibility​​​​.

Performance Marketing Expertise of TechShu in Kolkata

Digital marketing for growth is a multifaceted strategy, and integrating performance marketing amplifies its impact across the entire funnel. According to us, real digital success will come from various elements such as:

  1. TG Centric Communication Based Awareness Campaign about the value proposition for interest creation with the right audience along with a push with remarketing for consideration gaps.
  2. Creative campaign for enhancing the Brand Recall
  3. Involving the users in campaigns/User Generated Content for referral and WoM campaigns.
  4. A proper repeat purchase strategy using marketing automation integrated with WhatsApp, SMS, email, custom audience ads on social media.

A Step-by-step Breakdown of Performance Marketing Process in Kolkata

Performance marketing is an all-inclusive strategy that concentrates on achieving noticeable results through a number of digital channels. The Kolkata market is competitive and aggressive, so choosing the best and right performance marketing services in Kolkata can provide your business with the much-needed edge to succeed.


KPIs and Metrics for Performance Marketing: The Ingredient for Success

We guide our clients in finding the right KPIs, validating unit metrics for each channel and campaign, and effectively scaling metrics across different phases of growth.

Our expertise extends to crafting a strategic channel mix that caters to the entire customer funnel. We assist in budgeting, calculate Customer Acquisition Cost (CAC) to Customer Lifetime Value (LTV) ratios, and allocate resources across various components for optimal results.

We ensure seamless execution of campaigns through meticulous team and resource mapping, both internal and external.

We enhance our strategies by employing tracking tools, ranging from basic Google Analytics to advanced marketing automation systems. We provide comprehensive guidance on which ecosystem to use, enabling businesses to make informed decisions.

By utilizing a two-dimensional planner with lead and lag measures, we align all elements cohesively for execution. Finally, our expertise in dashboarding and result review practices ensures that our clients receive the best insights, empowering them to make data-driven decisions that drive their business forward.


Discover the TechShu Advantage for Your Performance Marketing Needs

Our seasoned team of professionals possesses a profound understanding of the intricacies of diverse digital marketing channels, algorithms, and trends. Our extensive track record includes the successful implementation of campaigns for a diverse clientele spanning various industries, both B2B and B2C.

With over 17 years of experience, we have solidified our position as industry thought leaders in digital marketing. Partnering with us allows businesses to focus on their core competencies while our experts manage the digital campaigns with ease.

We have access to cutting-edge tools, technologies, and industry best practices, ensuring your campaigns are executed at the highest standards.

Our team believes in a multi-channel approach and we leverage multiple channels such as search engines, social media, email, and display advertising to enhance your brand's online visibility and reach a wider audience.

TechShu is more than just a performance marketing agency in Kolkata; we are a team of 800+ passionate professionals dedicated to driving outstanding results & ROI for our clients. With a track record of delivering over 2,000 successful projects, totaling 8,250,000 hours and counting, we have mastered the art of digital marketing.

We are a Google Premier Partner. We are also a certified Facebook Marketing Partner, a badge achieved by only a few advertising companies. Our direct relationships with major advertising giants, including Facebook India, enable us to deliver innovative and impactful social media campaigns.

Also, we are one of the top 3 Bing accredited companies globally, further strengthening our position as a thought leader in the digital marketing landscape. We stand with you as your committed partner, offering unmatched mastery in performance marketing.

To find out more about our services click here, you can also send your queries to us by clicking here.