December 5, 2022
Abhinav Chaturvedi, partner, Deloitte, India, moderated the panel discussion titled ‘The Holy Grail of SEO and SEM’ at the Performance Marketing Summit 2021 organised by ETBrandEquity.Com. The panelists were Tarun Jha, head of marketing, Skoda Auto; Rohit Dosi, director – Microsoft advertising business, InMobi; Jahid Ahmed, head – digital marketing, HDFC Bank; and Mayur Pathak, lead – omni-commerce, Titan Company Limited.

Jha explained that Skoda chased two kinds of KPIs through performance marketing. First was brand building where brand awareness was looked at. Second was brand familiarity because Skoda is a niche brand in the country. Apart from them, the other core sales related KPIs of lead generation and test drive requests were looked at. These are the KPIs the brand chases through campaigns.

According to Ahmed, SEO (search engine optimisation) and SEM (search engine marketing) are ‘Karan and Arjun’ (characters from a popular Bollywood movie) for any digital market. SEO is built over a period. So, the brand cannot do too much testing in terms of which keyword they should go for in terms of ad texts, meta tags or title descriptions. Here, SEM gives a quick feedback over which keywords to target, for the brand knows which ad texts are really working well. So that means, those ad texts can be considered as a good title description and meta description.

Speaking from his experience about how Titan made use of first party data, Pathak explained that, over a period of three years, Titan brought all their data together, and put it into a single view of the customer. He said, “We are using salesforce as a platform, which is aggregating all over data. Now, we are getting into the next stage where we want to implement the CDP (customer data platform) and can utilise first party data to run better in our online campaigns.”

Dosi said that it was important for brands to be present across multiple channels and ensure that they were engaging their customers. For marketers, it is important to have a centralised view of what was happening in their customers’ journey and what they were doing at multiple touchpoints. If one did not have an end-to-end view of what was happening with the dollar that was going inside the marketing funnel and what was coming outside, it would become very difficult to evaluate.

(This is an executive summary of the session. The longer version will be uploaded in the coming days)