Sandiip Porwal

Jargons marketers use daily but no one explains clearly We hear words like ROI, CTR, CAC and retention all the time But most people don’t actually know what they mean beyond college notes or agency decks Here’s a quick breakdown of 8 marketing jargons explained simply with real brand examples you’ll remember These aren’t buzzwords. They’re the backbone of every campaign you’ve ever seen Save this if you’re in marketing. Share it if your boss still confuses reach with results Which jargon confused you the most in college? Drop it below and I’ll simplify that one next

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We’ve seen brands burn lakhs on Zepto in days. Not on ads, but from ignoring dashboard. You launch campaigns. Week 1: Numbers look fine. By week 3: Performance drops. CPC creeping up. ROAS sliding down. TACoS quietly increasing. Most brands would switch off zones, tweak budgets, And shift bids without understanding why the drop is happening. The bigger problem is: You aren’t even seeing the full picture. You don’t know live inventory city-wise or at dark stores Wrong SKUs are being pushed in the wrong zones Ads run on products that are out of stock locally AI bidding plateaus cos the input feeding it is broken Even worse, you keep a note of Zepto’s ROAS dashboard. But Zepto reports ROAS on MRP not on selling price. That’s gross ROAS. The real profitability depends on 👇 Net ROAS after discounts. If you’re not looking at the gap between MRP and Your actual selling price, you’re optimizing on incomplete data. Here’s how we approach Zepto reporting & analytics: ✅ Inventory health at city-level & dark-store level ✅ SKU-level sales data tied directly to ad spend ✅ Which zones are driving or draining revenue? ✅ AI signal tracking: are your signals improving? ✅ Price band analytics tied to conversion rates ✅ Gross vs. Net ROAS visibility (MRP vs. revenue) ✅ Identifying winning SKU + zone combinations Then we simplify this into actionable reporting. No scattered reports. Not broken approach. This is just a simple glimpse of how we approach Zepto reporting. If you want to see the full reporting structure, the analytics we track, and the exact sample report we use for brands, Drop a comment with 𝗭𝗘𝗣𝗧𝗢 and I’ll send it over. #zepto #brand #reporting #ads #analytics #roas

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You keep killing ads without knowing what part stopped working. Over the last quarter, we audited 50+ Indian D2C brands spending ₹10L–₹50L/month on Meta. Here’s what most of them had in common: They were tracking performance. But they were misreading it. → ROAS → CTR → CPA But when things dipped, they couldn’t figure out why. Why? Because looking at metrics in isolation doesn’t tell you the truth. → High CTR? Doesn’t mean your ad works. → Low CPA? Doesn’t mean your offer is healthy. → Great hook rate? Useless if hold rate drops off a cliff. ↳ Here’s what’s actually going wrong: → High CTR, Low CVR Your ad’s great. Your landing page is broken or there’s no offer-match. → Low CPA, Low ROAS You’re converting the wrong buyers. Time to fix the AOV and not just chase scale. → High Clicks, Low Mobile Conversions Congrats. Your ad works. But your mobile site is losing you sales daily. → High Video Views, Low Engagement You're grabbing attention but not sparking action. That’s a storytelling issue, not reach. Most performance marketers stop at: “This ad has a high CTR, let’s scale it.” Or, “CPA looks good, must be a winner.” But if you don’t know how to compare the signals, you’ll keep scaling ads that were never built to win long-term. Creative strategy isn’t just about storytelling, it’s about what part to iterate. Metric comparisons tell you what to fix and what to leave alone. Scaling based on one metric is guessing. Scaling based on diagnostic patterns is how real performance teams operate. ↳ How I Fix This: 1. Stop reading metrics in isolation. → ROAS isn’t helpful without CVR. → CTR means nothing without scroll depth. 2. Learn to compare patterns. → High Hook, Low Hold = rework your narrative → High Impressions, Low CTR = your thumb-stopper’s failing → Low ROAS, High Conversions = you have an AOV or targeting issue 3. Build creative feedback loops → Tie ad performance directly to media signals hook rate, hold rate, thumb-stop %, cost per ATC Recap: ✅ Performance isn’t hiding, it’s misread ✅ Most teams look at individual metrics and make the wrong call ✅ The real diagnosis lives in how metrics interact ✅ Fixing ads doesn’t start with new hooks, it starts with better signal reading If you only read metrics one by one, you’ll keep fixing what’s not broken and missing what is. I've built a plug-and-play resource that breaks down 20+ metric pairings, what they actually mean, and what to fix. Drop “METRICS” in the comments and I’ll DM it to you. Make sure we're connected on LinkedIn.

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Publishing blogs but still not getting the SEO boost you expected? Many businesses struggle with this because they overlook one simple but powerful factor: External links. The problem? → Randomly linking without checking authority → Using low-quality or spammy domains → Not leveraging tools to find credible references I fixed this by building a smart, tool-driven external linking process. → Used Ahrefs & SEMrush to find authority & competitor link patterns → Checked domain trust with Moz & Google Scholar → Added expert quotes via HARO and AI suggestions from Outranking.io → Linked to .gov / .edu references for instant authority boost Result? Content became more trustworthy for both Google and readers, boosting rankings and engagement. 👉 Swipe through the slides to see the exact 8 tools and step-by-step process. .................................................. Found this helpful? Save it for later and share with your team.

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The New Frontier Of Marketing, Branding & Sales: Talent/Influencer marketing agencies aren't just adapting; they're the architects of a fresh, content-driven era Here's why they're the future: 1. Explosive Market Growth & Revenue: The Indian influencer marketing industry is booming From ₹3,600 crore in 2024, it's projected to grow 25% in 2025 Top Indian Agencies are: Monk Entertainment IPLIX Media BigBang.Social Dot Media Mad Influence Eleve Media - An Influencer Marketing Platform Co. Clout Media Black Hat Media House 2. Content-First: The New Marketing Mantra: Unlike interruptive ads, new media marketing seamlessly integrates brand messages into compelling content. This storytelling approach builds genuine connection and trust, driving higher engagement and conversions It's about authentic narratives, not just selling 3. Authenticity Outperforms Traditional Ads: Consumers trust less. Influencers, especially those with niche communities, offer authenticity. Brands have thrived by leveraging creator trust for relatable content and honest reviews 4. Data-Driven Decisions & Measurable ROI: Modern agencies use sophisticated analytics to track campaign performance, engagement, and conversions, ensuring measurable ROI 5. Professionalizing the Creator Economy: The creator economy is now a viable career 77% of influencers report income growth in the past two years. Agencies are vital in this shift, offering talent representation, brand deals, and career guidance, fostering a sustainable ecosystem 6. Agility in a Dynamic Landscape: Digital trends move fast. Influencer agencies are inherently nimble, rapidly adapting strategies to new platforms and viral trends. This agility is a significant edge over slower, traditional marketing structures 7. Diversified Revenue Streams: Talent management agencies aren't just about brand deals. They're expanding income via 🎬 merchandise, 🎬 content licensing, 🎬 IP development, 🎬 live events, 🎬 even product co-creation, 🎬 building holistic creator businesses 8. Strategic Influencer Tiering for Impact Agencies precisely deploy influencers based on reach and niche: 🤳Mega/Celebrity (1M+ followers): For mass awareness 🤳Macro (100K-1M followers): Wide reach with focused audiences 🤳Micro (10K-50K followers): Higher engagement, niche trust for authentic reviews 🤳 Nano (Under 10K followers): Highest engagement in hyper-niches for genuine word-of-mouth 9. New Media Platforms as Marketing Powerhouses: Platforms like Instagram, YouTube, & LinkedIn are now dynamic marketing channels. New media marketing focuses on direct customer engagement through comments, DMs, and live streams, building strong brand communities. 10. Content Innovation Drives Future Growth: The focus on compelling content drives innovation: from short-form video (Reels, Shorts) to interactive live streams Agencies lead this, pushing creative boundaries to craft engaging content, making digital marketing feel genuinely fresh

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Marketing professionals can’t handle complex business operations- this myth is circulating for a while and it’s quite wrong by a mile. I meet so many marketing professionals who handle product/services portfolios from few lakhs to Multiple crores every month. Managing research, channel collateral designs, regional offers/events planning, social media planning, influencer collabs, campaign Pre/post, agency (creative/ media) onboarding, agency briefing & evaluations, support team insights and then last but not the least - managing most of the coordination under the name of GTM (marketing does the most muscle work) and then meeting end users/gather insights directly. In fact, it’s good to see that many marketing leaders are moving up to manage CBO/Business roles, especially in D2C segment.

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Most D2C brands in India are quietly bleeding out. And they don't even see it coming.(⊙_⊙;) CAC is ₹800–₹1,200. Google CPC up 30–100%. Facebook CPM up 25–40%. You smashed Diwali with big numbers… But only 5–10% will buy again. (×_×;) The real killer?(ಠ~ಠ) Founders keep planning the next acquisition blitz for Christmas. More ads → higher bids → deeper discounts → lower margins. Repeat. (╯°□°)╯︵ ┻━┻ The math you can't ignore: ୧(＾ 〰 ＾)୨ → Acquiring a new customer costs 5–25× more than retaining one. → You've got a 60–70% chance to sell to an existing customer vs 5–20% for a new one. → A 5% lift in retention can boost profits 25–95%. ٩(◕‿◕｡)۶ Yet 44% of brands obsess over acquisition; only 18% focus on retention. ¯_(ツ)_/¯ What smart brands are doing right now (pre-Christmas): ☜(⌒▽⌒)☞ They're not burning cash on ads. They're activating the goldmine: • Building loyalty loops and VIP tiers for Diwali buyers • Segmenting by behavior (AOV, products, time since last purchase) • Rolling out "existing-customer-only" drops and early access • Turning on lifecycle flows that actually sell: winbacks, replenishment, milestone offers Not coupons. Strategy. (⌐■_■) Same budget, different outcome: ☜(⌒▽⌒)☞ ❌ Spend ₹10L to acquire 1,000 new customers → ~150 return buyers ✅ Spend ₹2L to activate 5,000 existing customers → ~2,000 orders Same money. ~13× more revenue. ⸜(｡˃ ᵕ ˂ )⸝♡ You've got ~60 days before the Christmas–New Year rush. Every day you wait, another brand trains YOUR customers to buy from THEM. Stop the leak. Start retaining. (•̀ᴗ•́)و 🎯 Free Retention Audit for Indian D2C brands (Limited spots) You'll get: → The revenue you're leaving on the table (by segment) → Your retention rate vs. your category benchmark → 3 quick wins to deploy before Christmas/New Year Book here: [Your Link] — or DM "RETENTION" P.S. India's D2C market is racing toward ₹8.3 Lakh Cr by 2025. Winners won't be the brands that acquired the most—they'll be the ones that kept them. Wake up before your competitors do. (҂◡_◡) ᕤ #D2CIndia #CustomerRetention #EcommerceStrategy #D2CBrands #RetentionMarketing #IndianStartups #GrowthMarketing #ChristmasSales #MarketingStrategy #BusinessGrowth #RetentionOS

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𝐖𝐞 𝐣𝐮𝐬𝐭 𝐰𝐫𝐚𝐩𝐩𝐞𝐝 𝐮𝐩 𝐚 𝐩𝐫𝐨𝐣𝐞𝐜𝐭 𝐰𝐢𝐭𝐡 𝐈𝐆𝐏 𝐭𝐡𝐚𝐭 𝐫𝐞𝐦𝐢𝐧𝐝𝐞𝐝 𝐦𝐞 𝐰𝐡𝐲 𝐈 𝐥𝐨𝐯𝐞 𝐭𝐡𝐢𝐬 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬. IGP is India's top gifting platform, and they had a problem most e-commerce brands face but few talk about: 𝐭𝐡𝐞 𝐮𝐫𝐠𝐞𝐧𝐜𝐲 𝐠𝐚𝐩. Someone's shopping for a birthday gift. They browse, find something perfect, add to cart... then get distracted. By the time they remember, the emotional urgency is gone. For gifting, that's fatal. There's a hard deadline. Miss it, and the sale doesn't just delay—it vanishes. So we worked with them to completely reimagine their engagement strategy. Not just "better emails" or "more push notifications," but interactive, gamified experiences that made every message feel urgent and personal. The numbers tell the story: • 51% increase in user activation • 8.5% bump in order transactions But what really matters is the insight behind it: in high-stakes categories, static marketing doesn't work anymore. You need systems that understand context, create genuine urgency, and make the customer feel like they're part of something interactive and not just receiving another promotional message. That's what we built. And it's working. Swipe for the full playbook on how to use interactive emails and urgency hacks to drive conversions and revenue. The full case study is in the comments if you want to see how we did it. Twinkle Thakur Insha Shaikh Jyoti Vishwakarma Vikas Pandey Tanvi Jain Heena Shah Gunjan Mahajan #AgenticMarketing #CustomerEngagement #IGP #MarTech

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The 3 ads every SME must run today Most businesses waste lakhs on ads because they only run “one type.” But in reality, growth happens when you build a simple 3-ad system 👇 1️⃣ Awareness Ad – Objective: Reach cold audiences. – Example: Short video introducing your brand/problem you solve. 2️⃣ Lead Magnet Ad – Objective: Collect serious leads. – Example: Free checklist, eBook, or consultation in exchange for contact. 3️⃣ Retargeting Ad – Objective: Convert warm leads into buyers. – Example: Testimonials, success stories, limited-time offers. When these 3 work together, you don’t just get leads — 👉 You build trust. 👉 You filter serious buyers. 👉 You actually scale without burning money. --- 💬 Curious: Out of these 3, which one do you think SMEs skip the most? Comment below 👇 (CFBR)

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#SEO #DigitalMarketing #AISEO #ContentStrategy #SocialMediaMarketing #LensTalkMedia Old SEO is Dead. Welcome to the Era of New SEO! Gone are the days when stuffing keywords and chasing backlinks could rank your website. Today’s SEO isn’t about pleasing bots — it’s about earning trust, delivering value, and solving real user problems. Old SEO focused on: Keyword density over intent Thin, repetitive blogs Ranking for the sake of traffic Every backlink, no matter the quality But the New SEO is smarter, more strategic, and powered by AI. It’s all about E-E-A-T — Experience, Expertise, Authoritativeness, and Trust. 1. Depth over volume 2. Intent-led content 3. Reputable citations 4. Writing for humans, optimized for AI Search engines like Google are evolving with AI Overviews and smarter algorithms. If your content doesn’t provide genuine answers, value, and credibility — it won’t stand out. At Lens Talk Media, we help brands transition from outdated SEO tactics to modern, AI-optimized strategies that boost visibility, credibility, and conversions. From content planning to technical SEO, we ensure your brand becomes a trusted source — not just another website. 📈 Let’s move beyond rankings and start building meaningful digital authority! #SearchOptimization #MarketingStrategy #OnlineGrowth

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Everyone talks about scaling. But few talk about placement strategy. Brand and non-brand campaigns are not just “different keywords.” They’re different economics. 🧠 Brand campaigns → You’re defending intent you already paid for. → Lowest CPC, highest ROAS, most efficient conversions. → Your moat against competitors bidding on your name. 🔥 Non-brand campaigns → You’re buying attention you haven’t earned yet. → Higher CPC, colder traffic, and slower payback. → But the only way to build reach beyond your bubble. The mistake is that most Shopify brands push budget into cold campaigns… …while letting competitors eat their branded clicks for pennies. Protect first. Then scale. That’s how you build PPC systems that actually compound. Follow Phil Byrne for grounded, data-backed performance strategies (not recycled PPC theory).

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Easy hack to increase your brand searches in Google Most D2C founders ask “Why should I run awareness campaigns? They don’t convert.” But here’s the thing — * Not all ROI is immediate. * Not all intent is direct. When people see your brand consistently on Instagram or Facebook… they search for it later. On Google. On YouTube. Even on Amazon. And here’s the kicker: Searches with your brand name convert better, cost less, and build long-term value. That’s why smart brands treat Meta Awareness like an investment in future demand — not an expense. I talk more about this in the reel below 👇 Let me know if you've noticed a spike in branded search when running paid awareness. I’d love to hear your experience. #D2CMarketing #MetaAds #PerformanceMarketing #BrandBuilding #EcommerceGrowth #FullFunnelStrategy

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