Interview: Shrayav Sikdar, Performance Marketing Manager at Adbuffs

Shrayav Sikdar

An interview with Shrayav Sikdar, Performance Marketing Manager at Adbuffs, a new age performance-based media buying agency

In the rapidly evolving landscape of digital advertising, the role of performance marketing has become increasingly pivotal for businesses striving to maximize their online presence and drive measurable results.

Today, we have the privilege of delving into the expertise of Shrayav Sikdar, the Performance Marketing Manager at Adbuffs. Adbuffs, a pioneering new age performance-based media buying agency, is renowned for its innovative strategies and data-driven approaches in helping clients achieve their marketing objectives.

With a wealth of experience and a keen eye for emerging trends, Shrayav spearheads the performance marketing efforts at Adbuffs, ensuring that every campaign is optimized for success in the dynamic digital ecosystem.

How does Adbuffs measure the success of its marketing campaigns? Are there any specific KPIs that you prioritize?

Shrayav Sikdar: There is no one size fit all answer to this. We have brands at different points in their lifecycle coming in and even though the north-star metric remains ROI/ROAS, looking at the metric in isolation can lead to a myopic view of the macro goals.

For example, For a newly launched brand, the success can be translated into identifying the product which drives most sales.For a brand which has been around for a while and has a high product stickiness, it will be nCAC (New Customer Acquisition Cost). For brands with high marketplace presence, it translated into MER while tracking channel specific metrics too.

However, one key underlying principle behind every action that I spoke about is profitability. We constantly keep asking ourselves about how to go beyond “scaling” and has been a guiding principle of every brand that we onboard.

What are some goals or milestones that Adbuffs aims to achieve in the next few years, and what strategies do you have in place to accomplish them?

Shrayav Sikdar: A key challenge that we have identified having been in the industry for over 5 years now is to find a partner who becomes a end to end enabler for all your performance needs.

We have had a very strong foundation when it came to aligning media buying with creative strategy and was an early adopter of this in the Indian context.

We have also started with an in house production studio which I feel is going to be a strong addition to our arsenal to become a true end to end growth partner.

That, along with an inhouse integration of  analytics is something that I feel is going to be a real game-changer.

We are also expanding to a multi-location setup moving beyond our primary location at Calcutta, because like any other relationships we would want to be in touch with our existing clients and tap into uncharted territories beyond India.

In what ways does Adbuffs support D2C brands in navigating the complexities of digital marketing and staying ahead of competitors in a rapidly evolving landscape?

Shrayav Sikdar: One of the core values that is a guiding principle at Adbuffs is a “zero ego” culture, which we practise both within our team and with our clients. This has translated into building up a culture which fosters transparent communicate between teams and brand partners.

We have recently introduced a 360 degree view dashboard which keeps the brands updated about every major KPIs in their business and ofcourse, the super proactive team who sometimes, frankly tend to overshare..

What innovative strategies or technologies does Adbuffs employ to empower D2C brands in expanding their market reach and customer base?

Shrayav Sikdar: I won’t say it is innovation per say. To be honest, we were quite late when it came to enbaling technology into our system. But one key attribute that I personally believe has been a differentiating factor is how we have synergised technology into performance marketing to empower brands to get clarity about their businesses as well covering but not limited to inventory planning, product margins, identifying customer quality

Can you provide examples of successful partnerships or case studies where Adbuffs has played a pivotal role in accelerating the growth of D2C brands through its specialized solutions?

Shrayav Sikdar: There has been a quite a few but there are three brands that I would want to mention that was a key highlight for me personally:

1) India’s 1st Ayurvedic brand addressing menopausal health for women where we played a pivotal role to craft their Go-to-Market strategy and currently on their own to become a funded business.

2) Another Ayurvedic brand doing a revenue 60 lakhs+ monthly where we worked closely to go from a 20 lakhs loss quarterly incurring business to a 2 lakhs profit monthly.

3) A home-grown indie jewellery brand partnering with us since 2020, having started from doing 15-20 lakhs INR monthly to now doing 1.8 Cr INR monthly

In conclusion, our conversation with Shrayav Sikdar, the Performance Marketing Manager at Adbuffs, has shed light on the intricate workings of performance-based media buying in today’s digital sphere.

As businesses continue to navigate the complexities of online advertising, the insights shared by Shrayav serve as invaluable guidance for leveraging data-driven strategies to achieve tangible results.

With Adbuffs at the forefront of innovation in performance marketing, under Shrayav’s adept leadership, we can expect to witness continued excellence in driving impactful campaigns and delivering measurable success for clients in the ever-evolving landscape of digital advertising.

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