Ashutosh Nagare has been appointed as Vice-President and Head, Performance Marketing at Interactive Avenues. In his new role, Nagare will focus on growing the company’s performance portfolio leveraging data insights and technology. He brings on board 12+ years of experience in digital marketing, and has worked with leading brands like Reliance Communications, Dr. Batra’s, ALTBalaji, Tikona Digital Networks, and TrueFan. Nagare will be based out of the company’s Mumbai office and will report to Harish Iyer, Executive Vice President, Media.
Nagare said, “I am thrilled to join the talented team at Interactive Avenues. It is an exciting time to be in performance marketing as we are seeing a massive shift in how brands are communicating with their consumers. With the increasing adoption of data-driven marketing, I believe we are well-positioned to help brands drive more effective customer acquisition and grow their businesses. I look forward to working with the team to build a best-in-class performance marketing practice in India.”
Harish Iyer, Executive Vice President – Media, Interactive Avenues said, “We are excited to have Ashutosh on board to lead our performance marketing team. His domain expertise and track record of success make him the perfect candidate to help us continue growing our performance marketing business. His appointment is a testament to our commitment to provide holistic and integrated digital solutions that drive business growth for our clients.”
Nagare added, “The past few years have seen a fundamental shift in how performance marketing is approached by brands and agencies alike. With the ever-changing landscape of digital marketing, it is more important than ever for brands to have a clear understanding of how performance marketing can be leveraged to achieve their business objectives. I look forward to sharing my insights with the team and helping our clients navigate this complex landscape.”
Performance marketing has its roots in affiliate marketing, which emerged in the late 1990s as a way for online retailers to drive traffic to their websites. Affiliate marketing was attractive to brands because it was based on a pay-for-performance model; retailers only paid affiliates when they delivered results, such as a sale or a lead.
As the internet evolved, so too did performance marketing. In the early 2000s, performance marketers began using email marketing and search engine optimization (SEO) to drive traffic and sales. These activities were typically managed manually, with little data to inform decision making.
The Rise of Programmatic Advertising
Fast forward to today, and performance marketing has been transformed by programmatic advertising. Programmatic is an automated way of buying and selling digital advertising that uses data and technology to make real-time decisions about which ad placements will be most effective for a given campaign.
With programmatic, advertisers no longer have to rely on manual processes or hunches to make decisions about where to place their ads. Instead, they can use data to reach their target audiences with laser precision. This helps them avoid wasted spend on impressions that will never convert, and also frees up time so they can focus on other aspects of their campaigns.
From Prospecting to Retargeting: How Brands Are Approaching Performance Marketing Today
So what does this shift from traditional performance marketing to programmatic mean for brands? In short, it means that they need to rethink their approach from start to finish. Here are a few examples:
Prospecting: In the past, prospecting generally meant buying lists of potential customers and bombarding them with emails or direct mailers in the hopes that a small percentage would bite. Today, there are much more sophisticated ways to reach potential customers through programmatic advertising. By targeting people based on their interests, demographics, and even previous interactions with your brand, you can make sure that your ads are being seen by people who are actually interested in what you’re selling—not just anyone with an email address.
Retargeting: Retargeting has also been affected by the shift to programmatic advertising. In the past, retargeting generally meant showing ads to anyone who had visited your website in the past 30 days—regardless of whether they were actually interested in your product or not. Today’s programmatic platforms allow you to show ads only to people who have visited specific pages on your website (such as your pricing page), ensuring that you’re not wasting money on impressions that will never convert into leads or customers.
Brands and agencies alike have had to adapt their performance marketing strategies in response to the rise of programmatic advertising. By using data and technology to make decisions about where to place their ads, marketers are able to reach their target audiences with laser precision. We look forward to learning more about what Ashutosh Nagare will be doing in the industry.
