Consumer retention is the holy grail of #performancemarketing and it’s an assured way for #d2cbrands to ensure long term, profitable growth. To have a robust consumer retention strategy, brands need to look at a consumer behaviour out approach while using the available purchase data to form testable hypotheses. These hypotheses can be turned into marketing campaigns to be run on digital platforms. It’s a cyclical process where consumer data, category insights and testing lead

Who should manage performance marketing and how should the spends be classified? In the era of radio, print and television, the communication medium itself did not lend itself to be a shopping destination, brands would build awareness but the eventual call to action would take place in a retail environment, this kept the life fairly simple, marketing teams would manage communication with consumers and shoppers. Shopper marketing and trade marketing would manage the retail env

Quarantine and Business Productivity. The last 2 months have been the biggest disruptor in recent history. We have never been tested at this scale, given the physical danger to our loved ones, this period has also given all of you a lot of time on hand. Keeping ourselves gainfully occupied can help us in managing our mental wellness. For businesses this is an unproductive time, but there are few things you can do to spend this doing things that otherwise take a back burner. R