How to Optimize Your Paid Marketing For Maximum ROI Get more leads, without spending more If it feels like finding a client is extra tough these days, you’re not alone. With high-interest rates, low housing inventory, and the Sitzer-Burnett ruling, the real estate industry is facing monumental challenges like never before. Which means that your marketing should work harder and smarter than ever if you want to see a return on your investment. And that includes optimizing your pay-per-click (PPC) campaigns. Yes, search advertising is cost-efficient because you only pay when someone clicks. But are the people clicking your ads qualified prospects? And more importantly, will they eventually complete a desired action (such as booking a call or filling out a lead form)? If not, this search ad optimization guide is just what you need. What does success look like? The great thing about pay-per-click advertising is that it’s very data-driven – that is, you can clearly track whether your campaign is performing well or not. Below are the key paid campaign metrics you should optimize:
Impressions and clicks – Though they don’t tell the whole story, impressions, and clicks tell you how visible and engaging your ads are. In general, though, more is better.
Clickthrough rate (CTR) – This is the percentage of people who saw your ad and clicked it. The higher the CTR, the more relevant people find your ad.
Cost per click (CPC) – How much you spend each time a prospect clicks your ad. The lower the CPC, the more cost-efficient your campaigns are.
Conversion rate – Of the people who saw and clicked your ads, how many completed a desired action (e.g. booking a consultation)? The higher the conversion rate, the more effective your campaign is.
Return on ad spend (ROAS) – How much revenue you generate for every dollar you spend on your paid marketing campaign. The higher the return on investment, the more successful your ads are. Now that you know which metrics matter most, it’s time to delve into how to optimize them. 11 proven tips for boosting your PPC campaign ROI Optimizing your pay-per-click ads means leaving no stone turn unturned. That’s because even the smallest tweaks can add up to big results – if you know what you’re doing, that is. No worries, though, as we have the tried and tested pay-per-click strategies you’ve been looking for.
Know your audience Before you run any paid ad campaign, be clear about who you want to click on your search ads. Are you targeting high-net-worth individuals? Newlyweds buying their first homes? Veterans looking to put down some roots? This is crucial because the keywords you use and how you segment your audience depend on this factor.
Set the right goal In a similar vein, you have to define exactly what your paid marketing needs to achieve. Put another way, you need to know what business goal your ad spend should be working toward. Doing so allows you to understand whether your campaign is a success or not. In general, there are three major goals advertisers target:
Research your keywords The more relevant your keywords, the more likely you are to entice click-throughs and the lower your cost-per-click will be. Luckily, Google has a Keyword Planner to help you find the best search terms for your campaign. It even shows you four key metrics to help you decide which keywords to use:
Keyword difficulty: This refers to how challenging it is to rank well for a particular keyword in paid search ads.
Search volume: The average number of times people search for a specific keyword each month.
Local competition: This is the number of advertisers bidding on a keyword in your specific geographic location.
Keyword cost: The estimated amount you’d pay each time someone clicks on your ad for a particular keyword. Keyword difficulty: This refers to how challenging it is to rank well for a particular keyword in paid search ads. Search volume: The average number of times people search for a specific keyword each month. Local competition: This is the number of advertisers bidding on a keyword in your specific geographic location. Keyword cost: The estimated amount you’d pay each time someone clicks on your ad for a particular keyword. Keyword difficulty: This refers to how challenging it is to rank well for a particular keyword in paid search ads.
Exclude certain keywords More isn’t always better when it comes to keyword selection for pay-per-click ads. In fact, you might get better results by intentionally excluding some search terms (also known as “negative keywords”). If you don’t cater to renters, for example, assign “rental property” or “Airbnb homes” as negative keywords; this way, you won’t pay for clicks that will never convert anyway.
Pay attention to your quality score Here’s another helpful tool that can help optimize your paid marketing results: Google’s ad quality score. In a nutshell, it’s an estimate of the relevance and expected performance of a keyword, individual ad, and your landing page (with 10 being a perfect score). Why does it matter? Google not only rewards high-scoring ads with better placement but lower costs, too. To get the highest possible score, keep these tips in mind:
Use relevant keywords
Match keywords to the right ad groups (i.e. proper targeting)
Highlight the benefits in your copy
Make a quality landing page Use relevant keywords Match keywords to the right ad groups (i.e. proper targeting) Highlight the benefits in your copy Make a quality landing page Use relevant keywords
Optimize your landing page To build on that last point, you need a landing page that’s relevant to the ad that prospects just clicked (no bait and switch, please!) Moreover, it needs to provide an optimal browsing experience, which means highlighting the benefits upfront, making the design visually appealing, ensuring good user experience (UX) and user interface (UI), and making the page mobile responsive.
Use ad extensions If you’re not taking advantage of ad extensions, you’re missing out! Not only are they free, but they also add additional snippets of information to your search ads, providing people with more details about your business and making them more likely to click. Some extensions even provide additional functionality to your ad, such as a click-to-call option. What’s more, ad extensions effectively expand your screen real estate, giving your ads more prominence compared to others being displayed.
Try responsive search ads It should go without saying that you should A/B test all your pay-per-click ads to see which ones perform best. Of course, you can simply let Google do the job for you with responsive search ads (RSAs). Simply create up to 15 headlines and four descriptions, and Google will test different combinations to see which permutations have the best pull.
Look into Google Performance Max This relatively new advertising solution displays your ads across all of Google’s platforms: search, display, discover feeds, maps, YouTube, and Gmail. What’s more, it uses machine learning to automate bids to optimize ad spending and return on investment. If you’re a new agent or an established one looking to expand into another market, this solution can give your brand the extra visibility it needs.
Leverage remarketing As an agent, you know it often takes several follow-ups to convert a prospect into an actual customer. Well, remarketing is the digital marketing world’s version of that. Simply put, if a prospect has interacted with your ad before, it will be displayed across various social media channels and websites as a way of re-engaging with warm leads. Indeed, one study found that remarketing can increase conversions by up to 161%.
Kill your darlings Is your current campaign turning into a money sink? There’s no reason to keep spending on it. Scrap the campaign altogether and start anew – and apply all the tips you learned here! Get professional PPC ad management As you can see, effective search advertising campaigns require both art and science. Admittedly though, setting up, optimizing, and monitoring your ads can be a time-consuming process – and there’s no guarantee that you’ll get the results you want. That’s why many real estate agents work with a trusted digital marketing agency like Agent Image to handle their pay-per-click ads for them. With our experienced team of marketers and decades-long experience in real estate marketing, we can keep your lead pipeline full year-round. For a FREE consultation, call 1.800.979.5799 or send a message here.

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Dupuis is Chief Enabling Officer at Take-5 Global K.K e4m Staff Apr 25, 2024 7:11 PM The event is on 16 May 2024 in Mumbai e4m Staff Apr 25, 2024 6:53 PM BW Wellbeing World of BW Businessworld is coming up with its most awaited annual conclave which will be celebrating the success of the wellbeing industry e4m Staff Apr 25, 2024 6:46 PM The Abby Awards will be held on the 29th, 30th and 31st of May during Goafest 2024 e4m Staff Apr 25, 2024 6:26 PM Sharma was earlier Editor (Election News) at Bharat 24 e4m Staff Apr 25, 2024 5:48 PM Disney Star also witnessed a growth of 19% in TVR for the first 34 matches compared to the previous edition e4m Staff Apr 25, 2024 5:44 PM The Creativity + Tech + Innovation issue looks at India’s influential role in the global marketing economy e4m Staff Apr 25, 2024 5:16 PM Ramachandran took charge as The Tribune’s Editor-in-chief in May 2018 e4m Staff Apr 25, 2024 4:55 PM At e4m Media Debate on ‘Does India need multiple TV ratings providers?’, Rajiv Dubey, Senior General Manager and Head of Media for Dabur, spoke against the motion e4m Staff Apr 25, 2024 4:31 PM New roles for Arun Rawat, Satabadi Sharma Pathak, Purnasha Sharraf, Abhinav Sharma, Sanjukta Kapoor and Joy Michael Dsouza e4m Staff Apr 25, 2024 4:28 PM The campaign aims to build a strong connection with the Gen Z audience e4m Staff Apr 25, 2024 3:30 PM The two-film campaign is conceptualized by creative agency Moonshot e4m Staff Apr 25, 2024 3:10 PM Kenvue was the presenting partner while ABP News & Fortune Edible Oils and Foods were the supporting partners for the event e4m Staff Apr 25, 2024 3:05 PM Static and digital billboards have been positioned along major roads and intersections, targeting key routes, the company said e4m Staff Apr 25, 2024 2:51 PM Mona Jain, Chief Revenue Officer, Zee Media Corporation, spoke in favour of the motion of introducing multiple rating systems in the country e4m Staff Apr 25, 2024 1:57 PM The digital film has been conceptualised by Dentsu Creative India e4m Staff Apr 25, 2024 1:55 PM During the recently held e4m media debate, Rabindra Narayan, MD and President, PTC Network, spoke for the need for multiple TV rating providers e4m Staff Apr 25, 2024 1:34 PM The scope of work will include branding, marketing, promotion, media planning, sales and buying of the OTT platform The challenge invites artists from all backgrounds to envision their cities in imaginative and captivating ways e4m Staff Apr 25, 2024 12:51 PM BP Biddappa to join as Exec Director, HR and Chief People, Transformation and Sustainability Officer-South Asia; Anuradha Razdan to move to global role as Chief Reward & Organization Devpt Officer e4m Desk Apr 25, 2024 12:44 PM As per media reports, an HUL executive during the company earnings call said that the labels of the category have been changed to FND ‘which is a much better way to call it’ e4m Desk Apr 25, 2024 12:33 PM As per a media report, influencer marketing platform KlugKlug has found that only 2.48 million profiles out of the 8 million have ‘high-quality’ followers e4m Desk Apr 25, 2024 11:43 AM Guest Column: Nikhil Gupta – Head of Marketing, Strategy, Govt. Affairs & CSR – Signify, Greater India, writes about ‘Efficient & Effective’ Marketing Strategy for growing a legacy brand in India Nikhil Gupta Apr 25, 2024 11:17 AM Prior to this, Saurabh Kundra was with AGL – Hakuhodo as Associate Director e4m Staff Apr 25, 2024 10:22 AM The book launch in New Delhi saw a gathering of several industry leaders e4m Staff Apr 25, 2024 10:10 AM The acquisition cost (including liabilities), as per the company’s announcement on the BSE, is Rs 17.66 Cr e4m Staff Apr 25, 2024 9:25 AM Family plan is available at Rs 89/month for up to any 4 devices. Sports content including the ongoing IPL will continue to be available for free e4m Staff Apr 25, 2024 9:22 AM Meta’s advertising revenue for the quarter stood at $35,635 million as compared to $28,101 million the same quarter last year e4m Staff Apr 25, 2024 9:14 AM According to Soumya Mohanty, Managing Director & Chief Client Officer- South Asia, Insights Division, Kantar, less than 1% of ads get tested due to lack of time Sohini Ganguly Apr 25, 2024 9:13 AM Industry players discussed the authority of the current ratings system and whether having multiple agencies will cause increased complexities, discrepancies and expenses e4m Staff Apr 25, 2024 9:07 AM Delay of cookie phase-out isn’t just a postponement, but a wake-up call. It underscores need for an ecosystem that prioritises user privacy while delivering effective advertising, say experts Shantanu David & Sohini Ganguly Apr 25, 2024 9:05 AM Pegged at around Rs 2,000 cr each for TV & digital, industry observers say this IPL’s advertising revenue may not be able to meet the 2022 figures but is likely to be at par Aditi Gupta Apr 25, 2024 8:50 AM

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Last year the Cricket World Cup on TV made history, reaching 518 million viewers. With T20’s universal appeal, brands can seize high-impact opportunities on TV this June NATIVE CONTENT Apr 23, 2024 7:04 PM The commercial launch is a part of the brand’s association with the IPL franchise as its Principal Sponsor e4m Staff Apr 23, 2024 6:14 PM Guest Column: Author Dr. Bhuvan Lall pens down the success story of Ashok Amritraj Bhuvan Lall Apr 23, 2024 6:03 PM She joined the company in January 2022 as Head of Sales Strategy. e4m Staff Apr 23, 2024 5:34 PM The total active Pay DTH subscriber base stood at 63.52 million for the third quarter e4m Staff Apr 23, 2024 4:24 PM ‘Truly elated to join hands with Tennishub,’ said Sociapa about its newly forged association e4m Staff Apr 23, 2024 3:30 PM Pepperfry has unveiled ‘Fashion for Home’ campaign e4m Staff Apr 23, 2024 3:05 PM The initiative, on April 30, will honour the remarkable talent that has supported the expansion and management effectiveness of their respective organisations e4m Staff Apr 23, 2024 2:49 PM Dentsu Creative PR will leverage its PR expertise to formulate & execute communication strategies for Drone Destination e4m Staff Apr 23, 2024 2:48 PM Featuring eminent academics, the summit, to be held in Bengaluru, will see discussions on pressing issues in education e4m Staff Apr 23, 2024 2:43 PM The apex court has asked Patanjali for cuttings of the print ads and not enlarged copies of the same e4m Staff Apr 23, 2024 2:13 PM This story discusses the lives of the individuals who laid the groundwork for the PR industry e4m Staff Apr 23, 2024 12:44 PM Sahil Chopra previously held the position of Vice-President for Marketing and Communications at Stanza Living e4m Staff Apr 23, 2024 12:36 PM The leadership programs will foster a dynamic exchange of ideas e4m Staff Apr 23, 2024 12:26 PM The partnership aims to redefine the landscape of cricket entertainment through content and live events e4m Staff Apr 23, 2024 11:51 AM Vishal Jain has over 25 years of experience in the fintech, banking sector e4m Staff Apr 23, 2024 11:38 AM Onetab has appointed three senior team members e4m Staff Apr 23, 2024 10:58 AM Pratip Mazumder has over 10 years in the online and consumer tech industries e4m Staff Apr 23, 2024 10:54 AM Aaron LeBerge is the Chief Technology Officer at Disney Entertainment and ESPN e4m Desk Apr 23, 2024 10:25 AM The campaign has 5 films translated into 6 languages e4m Staff Apr 23, 2024 9:49 AM The conglomerate reported an 11% YoY increase in revenue from operations that stood at Rs 2.4 lakh crore in the quarter ended March 2024 e4m Staff Apr 23, 2024 8:54 AM While digital is still evolving, increasing competition, uncertain regulation and oversight, along with more than a sprinkling of bad actors and outlaws make it a hard nut to crack Shantanu David Apr 23, 2024 8:45 AM The digital platform has released two teasers on social media hinting at an ad-free plan e4m Staff Apr 23, 2024 8:42 AM Dish TV CEO Manoj Dhobal and CMO Sukhpreet Singh spoke to e4m on the launch of Dish TV Smart+, the democratisation of content watching, the recent meeting with the TRAI chief and more Aditi Gupta Apr 23, 2024 8:23 AM As per sources, certain broadcasters have advocated for TRAI to enact tariff forbearance to bolster the competitiveness of the pay-TV sector vis-à-vis platforms like OTT and DD Free Dish Aditi Gupta Apr 23, 2024 8:08 AM

As we all know and, unfortunately, have probably also experienced, every dollar in our marketing expenditure must be justified, and we have to prove our marketing ROI or risk budget cuts! As we all know and, unfortunately, have probably also experienced, every dollar in our marketing expenditure must be justified, and we have to prove our marketing ROI or risk budget cuts! Chief Marketing Officers (CMOs) face the dual challenges of managing budget constraints while also demonstrating the return on investment (ROI) of their marketing initiatives. The rapid evolution of today’s digital landscape only compounds these challenges, demanding strategic agility and an analytical mindset from today’s marketing leaders. Marketing Budget Allocation Marketing Budget Allocation Gartner’s most recent (2023) CMO Spend Survey reported that marketing budgets fell from 9.5% of company revenue to 9.1% in 2023. This confirms the constant pressure on marketing to do more with less. As a result, most have readjusted their commitments to marketing channels, resources, and programs, and a similar proportion say they are facing significant pressure to cut martech spending. ROI on Marketing and Digital Specifically ROI on Marketing and Digital Specifically The rule of thumb for marketing ROI is typically a 5:1 ratio, with exceptional ROI being considered at around a 10:1 ratio. Anything below a 2:1 ratio is considered not profitable, as the costs to produce and distribute goods/services often mean organizations will break even with their spend and returns. However, according to a recent Data & Marketing Association (DMA) study, the average ROI for digital (email) marketing in 2022 was $36 for every $1 spent. Of course, this figure varies by industry, with retail, e-commerce, and consumer goods companies often seeing higher returns thanks to direct purchase links in their emails. While B2B companies have a slightly lower ROI, they benefit from the long-term value of relationship building and lead nurturing through email. These numbers are a testament to the effectiveness of well-executed marketing strategies and the ROI of email. It’s clear that email marketing is thriving in the digital era. A Strategic Approach to Navigating Budget Constraints A Strategic Approach to Navigating Budget Constraints Reassess and Reprioritize Marketing Channels Reassess and Reprioritize Marketing Channels In times of budgetary pressure, the first step for CMOs is to conduct a thorough reassessment of existing marketing channels. This involves analyzing each channel’s performance against key metrics to identify areas where spending can be optimized. The goal is to allocate resources more effectively, focusing on high-performing channels that promise better engagement and conversion rates. Embrace Cost-Effective Digital Marketing Strategies Embrace Cost-Effective Digital Marketing Strategies Digital marketing offers a plethora of cost-effective strategies that CMOs can leverage. Content marketing, email marketing, and social media platforms provide avenues for reaching large audiences at a fraction of the cost of traditional advertising. By creating valuable content that resonates with their target audience, brands can foster engagement, build community, and drive conversions without hefty ad spending. Foster Creativity and Innovation Foster Creativity and Innovation It’s not all bad news! Budget constraints can actually serve as a catalyst for creativity and innovation within the marketing team. Encouraging team members to think outside the box and develop unconventional ideas can lead to cost-effective marketing solutions that drive significant impact. Whether it’s guerrilla marketing tactics, viral social media campaigns, or leveraging user-generated content, the key is to differentiate the brand in a crowded market without breaking the bank. Winning Strategies for CMOs to Prove Marketing ROI Winning Strategies for CMOs to Prove Marketing ROI Prioritize Digital Channels: Digital channels continue to offer cost-effective opportunities to reach clearly identified target audiences. For example, content marketing and SEO can drive long-term traffic and leads at a lower cost than traditional advertising. Leverage Customer Data: Using first-party customer data can help CMOs personalise marketing efforts, which will improve engagement and conversion rates without adding significant investments. Optimize Ad Spend with AI: Artificial intelligence (AI) and machine learning can help optimize advertising campaigns in real-time, ensuring the budget is allocated to the most effective ads and channels. Tracking Marketing ROI Tracking Marketing ROI Implement Advanced Analytics and Attribution Models Implement Advanced Analytics and Attribution Models To accurately track marketing ROI, CMOs need to invest in advanced analytics tools and attribution models that can dissect the performance of each marketing effort. Understanding the customer journey across touchpoints allows marketers to attribute conversions and revenue back to specific campaigns, clarifying what’s working and what’s not. This was always a struggle until recent technology permitted the analysis of vast amounts of data from an ever-changing and increasingly complex customer path to purchase. Set Clear, Measurable Objectives Set Clear, Measurable Objectives For ROI tracking to be meaningful, marketing objectives must be clear and measurable. This means setting specific, time-bound goals for each campaign and establishing metrics and KPIs that align with broader business objectives. By doing this, CMOs can ensure that marketing efforts are measurable and directly attributed to the company’s growth and profitability. Foster a Culture of Data-Driven Decision Making Foster a Culture of Data-Driven Decision Making CMOs can no longer rely on creativity alone – if they ever did or should have in the past! Embracing a data-driven culture is imperative for CMOs aiming to track and improve marketing ROI today. This involves collecting and analyzing data and ensuring that insights are developed to inform strategic decisions. Training and encouraging the marketing team to use data analytics tools and interpret data will drive more informed, ROI-focused marketing strategies. Enhancing Marketing ROI Enhancing Marketing ROI According to a recent eMarketer study, marketers increasingly turn to multi-touch attribution models to better understand the customer journey and allocate spending more effectively across channels. As previously mentioned, this is essential in an ever-more complex environment of purchase behaviour, with both online and offline channels playing important roles. Here are some tactics that can be used to further enhance ROI tracking: Implement Advanced Analytics Tools : Tools that provide detailed insights into customer behaviour and campaign performance can help CMOs identify which investments yield the highest returns. Focus on Customer Lifetime Value (CLV) : Calculating and prioritizing strategies based on CLV allows marketers to focus on long-term profitability rather than short-term gains. However, I admit this can sometimes be a challenge when a business is under threat. Regular Reporting and Review : Establishing a routine for reviewing marketing metrics and ROI can help ensure that strategies remain aligned with overall business goals and the latest budget realities. Real-World Success Stories Real-World Success Stories Walmart’s E-Commerce Strategy: As one of the largest retail chains globally, Walmart has made significant strides in its digital transformation by investing heavily in its e-commerce platform. This includes the acquisition of Jet.com for approximately $3 billion in 2016, and ongoing enhancements to its online presence and customer service capabilities. These efforts have helped Walmart to remain competitive against e-commerce giants like Amazon, showing a clear return on investment (ROI) through increased online sales and market share.  Nike’s Direct to Consumer (DTC) Approach: Nike has shifted its focus towards its Direct to Consumer (DTC) channel, reducing its dependence on wholesale distributors. This strategy involved enhancing its mobile applications, opening flagship stores, and improving the online shopping experience. As a result, Nike has seen a significant increase in digital sales, accounting for over 30% of its total revenues in recent fiscal years. Salesforce’s Marketing Cloud: Salesforce, a leader in customer relationship management (CRM) software, has effectively used its Marketing Cloud platform to automate B2B marketing. Features like lead scoring, customer journey mapping, and automated workflows help businesses prioritize and engage with prospects efficiently. Salesforce’s clients have reported up to a 25% increase in marketing ROI and significantly higher conversion rates due to these automation tools. Airbnb’s Use of Professional Photography: In its early stages, Airbnb encouraged hosts to improve their listing’s appeal by hiring professional photographers. This was part of a broader strategy to enhance user trust and satisfaction. This move significantly increased bookings; listings with professional photos tend to get 24% more reservations than those without. This was achieved with minimal marketing spend, focusing instead on improving the product’s intrinsic value. Dell’s Advanced Analytics: Dell has implemented a sophisticated multi-touch attribution (MTA) model to analyze the effectiveness of various marketing channels. With this model, Dell identified that certain digital marketing strategies yielded higher returns than traditional advertising. Dell improved its overall marketing effectiveness and efficiency by reallocating resources towards these high-ROI activities. Summarising The 5 Imperatives for Today’s CMOs Summarising The 5 Imperatives for Today’s CMOs When facing the dual pressures of budget constraints and the imperative of demonstrating marketing’s ROI, CMOs must navigate a landscape marked by financial caution and strategic audacity. This delicate balancing act demands a keen understanding of the marketing dynamics and an innovative approach to resource allocation. Strategic Reevaluation of Marketing Channels : In today’s digitally-driven market, reassessing the allocation of marketing budgets across various channels is crucial. CMOs should look beyond traditional mediums and consider emerging digital platforms where the audience engagement is measurably higher. Data analytics should drive these decisions, ensuring that every dollar spent can be accounted for in terms of audience reach and conversion rates. Embracing Digital Opportunities : The digital transformation wave is no longer coming; it has arrived. CMOs must ride this wave by integrating advanced digital strategies such as personalized marketing through AI and machine learning, immersive customer experiences using AR and VR, and enhanced customer interaction through automated chatbots. These technologies are not just buzzwords but are proven drivers of customer engagement and satisfaction. Fostering Creativity in Constraints : Constraints often lead to the most creative solutions. By encouraging a culture where innovation thrives—where ideas are freely shared and experimented with—CMOs can utilize creativity as a significant lever to achieve more with less. Initiatives like guerrilla marketing campaigns, viral social media posts, and influencer partnerships can generate substantial impact at a fraction of the cost of traditional marketing methods. Adopting a Rigorous, Data-Driven Approach : In the age of big data, basing decisions on intuition alone is no longer sufficient. CMOs must cultivate a data-driven culture within their marketing teams. This involves not just the collection of data but also its thoughtful analysis through sophisticated tools to derive actionable insights. Utilizing metrics like customer acquisition cost (CAC), customer lifetime value (CLV), and marketing-originated customer percentage can help pinpoint the most lucrative initiatives. Demonstrating Marketing Value : It is essential that CMOs communicate the outcomes of their marketing strategies effectively to other stakeholders in the business. By presenting clear and concise data that connect marketing efforts to tangible business outcomes, CMOs can underscore the critical role of marketing in driving the business forward. This transparency solidifies the position of the marketing department within the organization and aligns it more closely with the company’s strategic objectives. In conclusion, as marketing landscapes evolve and budgets tighten, the role of the CMO has never been more challenging—or more critical to business success. I am sure you agree. By strategically managing resources, embracing new technologies, fostering a creative work environment, and rigorously tracking and communicating ROI, CMOs can justify their budgets and assert their importance as pivotal contributors to the organization’s overarching goals. In this complex equation, the blend of prudence and boldness will define the future trajectories of successful marketing leadership.

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The total number of active digital cable TV subscribers stood at 9.5 million as of March 31, 2024 e4m Staff Apr 16, 2024 6:52 PM Uppal earlier worked with IndiaCast for over 12 years as Senior VP, Affiliate Sales (Cable) India, APAC and South Asia e4m Staff Apr 16, 2024 6:15 PM Anjana Om Kashyap to embark on a journey across 100 cities in India in a helicopter e4m Staff Apr 16, 2024 5:24 PM Rajesh Chadha previously served as EVP & Business Head – Scripted e4m Staff Apr 16, 2024 4:17 PM e4m has collaborated with Hill & Knowlton to acknowledge the work of young communications professionals in the new series e4m Staff Apr 16, 2024 4:15 PM TATA IPL recorded 933 crore minutes of watch time and 13 crore viewers for the match e4m Staff Apr 16, 2024 4:01 PM Boldfit and CSK have launched an exclusive line of fitness accessories and fanwear e4m Staff Apr 16, 2024 3:49 PM A video circulated online showed the actor supporting a particular political party Luminous will be prominently featured in Republic Media Network’s Election Studio Branding e4m Staff Apr 16, 2024 2:03 PM Additionally, Philips India plans to curate personalised experiences in various cities, featuring contests and events for fans e4m Staff Apr 16, 2024 1:49 PM Arunima Singh will be overseeing the brand experience and communications business e4m Staff Apr 16, 2024 1:34 PM The apex court has asked Baba Ramdev and Patanjali Ayurved Managing Director Acharya Balkrishna to appear before the court on April 23, saying it was not convinced of the plea Vaani Kapoor stars in the ad alongside technical ambassador and salon expert, Vipul Chudasama e4m Staff Apr 16, 2024 1:02 PM On its Community platform, YouTube has said it could take action against creators and viewers if its terms are violated e4m Desk Apr 16, 2024 12:56 PM ‘I’m excited to join the Explosive Whey family,’ said MS Dhoni about his association with the protein supplement product e4m Staff Apr 16, 2024 12:44 PM Nalin Negi has been associated with the fintech portal since 2022 and was appointed interim CEO in 2023 e4m Staff Apr 16, 2024 12:35 PM X’s Brand-Safety scores were reported very low for 5 months, in some cases at 70%, while it was 99.99%, claims the social media firm Kanchan Srivastava Apr 16, 2024 12:29 PM Hrithik Roshan will continue as the brand ambassador of the phone brand for the second year in a row e4m Staff Apr 16, 2024 12:00 PM Grover has teamed up with partner Aseem Ghavri to launch the app, which offers financing options up to Rs 5 lakh for medical expenses e4m Desk Apr 16, 2024 11:49 AM Prior to this, Shivani Tiwari was Flipkart as Growth Marketer e4m Staff Apr 16, 2024 11:45 AM Rajeev Rakshit was previously the Group CEO and Managing Partner – Thinking Folks, an independent upstream advertising and marketing solutions organisation e4m Staff Apr 16, 2024 11:16 AM Parul Kamra elevated to National Sales Head for ABP News and ABP Asmita Gautam Dutta elevated to National Sales Head for ABP Ananda e4m Staff Apr 16, 2024 11:11 AM ShareChat has also successfully concluded a $49 million funding round from prominent investors including Lightspeed and Temasek e4m Staff Apr 16, 2024 10:40 AM DD Purkayastha was the Managing Director & CEO of ABP for 14 years e4m Staff Apr 16, 2024 9:42 AM The book has been published in English through Rupa Publications e4m Staff Apr 16, 2024 9:27 AM Experts say it’s all about finding a middle path where both sides feel valued – platforms get to keep the lights on & consumers get to enjoy digital world without feeling like they are being watched Shantanu David Apr 16, 2024 9:12 AM The account will be handled by the agency from Mumbai e4m Staff Apr 16, 2024 9:04 AM Prior to this, Muneet Pal Singh was with Pen Music The campaign, ‘Health Insurance ki Subah ho Gayi Mamu,’ features Bollywood’s iconic duo Sanjay Dutt and Arshad Warsi NATIVE CONTENT Apr 16, 2024 8:50 AM The Chief Executive Officer of MOMS Outdoor Media Solutions spoke to e4m about the OOH industry’s growth rate, emerging markets, the advertisers’ perspective and more Chehneet Kaur Apr 16, 2024 8:45 AM In the latest edition of the Pitch BrandTalk, Udita Bansal, Founder and CEO, trueBrowns Lifestyle shares how the brand’s vision to be inclusive and conscious proved to be a differentiator Simran Sabherwal Apr 16, 2024 8:31 AM

Standard Bank Plc appoints Tamanda N’gombe as new Head of Marketing Tamanda Ng’ombe brings to Standard Bank Plc a wealth of experience spanning 16 years in integrated marketing & communications strategy; customer experience & management; sales & brand management — as she is appointed the new Head of Marketing with effect from April 1, 2024. A statement from Standard Bank says Tamanda Ng’ombe takes over from Nyambura Chege, who worked in Malawi for two years before relocating to Stanbic Kenya Plc. Prior to joining Standard Bank Plc, Tamanda Ng’ombe was head of marketing at NBS Bank Plc and before that worked in related capacities at FedEx, Gestetner and Blantyre Water Board (BWB). Chief Executive Phillip Madinga is quoted as saying: “We would like to take this opportunity to welcome Tamanda to the Standard Bank brand. We are confident that her leadership and experience will inspire innovation and elevate our Marketing game to greater heights.” She holds a Master of Philosophy in Corporate Strategy from Gordon Institute of Business Science (GIBS) of the University of Pretoria; a Bachelor’s degree in Business Administration (BBA) from the University of Malawi, The Polytechnic (now Malawi University of Business and Applied Sciences) and a Postgraduate Diploma in Marketing from the Chartered Institute of Marketing (CIM), UK. She joins Standard Bank as it celebrates 55 years of its operations in Malawi, which opened its first branch in Limbe on April 11, 1970 then trading as Commercial Bank of Malawi. In commemorating the 55th anniversary, Standard Bank pledges to continue driving the country’s vision of achieving inclusive wealth and self-dependence by 2063, saying in a statement on April 11 that the Bank takes pride in its legacy of leading to shape Malawi’s future as envisioned in the #MW2063 blueprint. “As we continue to steer Malawi towards achieving the status of an inclusively wealthy and self-dependent nation, we pledge to do so in a manner that is responsible and sustainable,” said the statement. “The commemoration of our foundations is a platform to reaffirm commitment and responsibility towards growing together with Malawi. “During this anniversary, we will demonstrate our tangible contributions towards socio-economic development of the nation.” The bank further says to provide solutions to the country’s emerging problems, it is strengthening partnerships with key stakeholders by engaging them to generate consensus for collective action on national development. The bank says it has created the Standard Bank’s Leadership Round Table series as a platform for engagement with key stakeholders. “The Standard Bank Leadership Round-Table discusses policy reforms specifically designed to trigger economic recovery, growth, and sustainable development of the country,” reads the statement. Some of the recent reforms successfully facilitated by the Standard Bank Leadership Round-Table include the waiver by government of Visa restrictions, which aims to boost tourism revenue, the fast-tracking of Mining Development Agreements (MDAs) and mining policy reforms, and boosting local capacities for exports. Standard Bank says it has repositioned itself to provide financing solutions tailored to respond to the needs of national growth in the key sectors of agriculture, trade, tourism, infrastructure and the financial sectors. The bank also cites its role as the joint lead financier of the spatial Mzimba/Kenyatta road in Lilongwe which promises to transform the city’s transport corridors and commerce. “This is one of the many long-term infrastructure projects undertaken by Standard Bank that demonstrates our capacity to take on large projects of national public interest,” reads the statement. It adds that the bank’s corporate social investment (CSI) agenda is designed in line with the Bank’s Social Impact initiatives to improve the general population’s welfare through interventions in health, education, financial & gender inclusion, youth and sustainable development. Follow and Subscribe Nyasa TV :