Second Edition | October 2024

In-Depth

As acquisition becomes trickier, traditional marketing is in for a reckoning

Could Google’s antitrust cases reshape the internet? Possibly. Marketers are concerned as potential rulings could disrupt key strategies like search marketing. Google’s dominance in ad tech and display ads means any shakeup could have widespread effects. While the outcome is uncertain, it’s clear that marketing is on the verge of a major shift. However, there’s a silver lining: as acquisition becomes tougher, retention strategies might actually become easier.

The economics of acquisition vs. retention: Acquiring new customers is significantly more expensive than retaining existing ones. Despite this, many companies allocate a larger portion of their marketing budgets to acquisition rather than retention. Both strategies are essential for growth; however, focusing on nurturing existing customers can lead to more substantial long-term benefits.

The AI advantage: Bridging the gap: With the vast amount of customer data companies handle, decision-making can become complex. This is where AI excels in retention efforts. AI can analyze data at an unmatched scale, understand customer preferences, and align them with a company’s goals to create personalized experiences. In email marketing, for example, AI personalizes content, boosting engagement, loyalty, and efficiency. By replacing generic campaigns with tailored messages, brands see increased purchases and stronger customer relationships.

Bottom line: AI-powered retention = profit: Boosting retention can significantly increase profits, making AI-driven retention strategies essential in today’s market. With the right tools, businesses can turn challenges into opportunities and build stronger, more profitable customer relationships for the future.

Industry Report

Dentsu unveils key 2025 media trends

Dentsu has released its 2025 Media Trends report, The Year of Impact, which explores how algorithms, AI, and evolving consumer engagement are transforming the media landscape. The report identifies five key themes that will shape the industry's future.

• AI's Actual Impact: AI has transitioned from potential to reality, revolutionizing media planning, content creation, and consumer engagement. Dynamic personalization and AI-generated micro-moments are enabling deeper consumer connections.
• Storytelling in an Algorithmic Era: Niche interests and fandoms are vital for brand differentiation. Storytelling will help brands stand out in an algorithm-driven media landscape.
• Retail Media's Growth: Retail media is expanding rapidly, offering advertisers valuable shopper data and becoming a key part of media strategies, with players like Amazon and Walmart leading the way.
• Demand for Quality: As media investments grow, brands must focus on high-quality content and strategic partnerships to reduce the noise and drive short-term and long-term results.
• Regional Variances: Brands will need to adopt hyper-localized strategies to address uneven technological, regulatory, and media consumption trends across different regions.

Industry News

Havas India bolsters technology, data, and analytics capabilities with the launch of CSA

Havas Media Network India has launched CSA India, its data and tech division, by merging with PivotConsult. Led by Gaurav Seth, CSA India aims to empower brands with data-driven marketing solutions for top clients like Kotak Bank and Samsung. Combining global expertise and local insights, CSA offers products like CSA Tech, CSA Science, and CSA Consult, designed to enhance marketing performance. The merger strengthens Havas' ability to help Indian brands navigate complex data challenges and drive business growth. 

Tejinder Gill steps up as Managing Director at The Trade Desk

Tejinder Gill has been promoted to Managing Director at The Trade Desk, after joining as General Manager in 2021. Before that, he served as VP of Global Sales at Truecaller, overseeing key markets in South Asia, MENA, and Sub-Saharan Africa. His career also includes roles at LinkedIn, Yahoo, The Times of India, and Network18.

JioCinema appoints Ishan Chatterjee as Chief Business Officer

JioCinema has appointed Ishan Chatterjee as Chief Business Officer to drive its transformation into a tech-enabled platform offering seamless digital experiences. In this role, Ishan will oversee overall monetization, including sports revenues and SMB growth across sports and entertainment. Previously, Ishan was Managing Director at YouTube India and brings over 20 years of experience, including leadership roles at Google, McKinsey, and Hindustan Unilever.