WebEngage’s Ankur Gattani On Why It’s Risky To Believe Celebrity Ads For Products People Apply On Their Face

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Ankur Gattani

Ankur Gattani, VP Growth and Marketing at WebEngage has his hands on the wheels of CRM.

In his current role, he manages performance marketing, PR & Events and product marketing. But there are a lot of insights that he has acquired over the years.

Over the years, Ankur has mastered the art of understanding the market and the strategies that works the best.

He shares some of them with FanVideo and enlightens us about the mechanism of brand management.

Brands Evolve Through Customers' Trust

The key is to understand the customer's needs and preferences better. It would mean to first zoom into one’s ideal customer profile.

The goal should be to fill the gaps in terms of expectations versus your delivery, trying to be transparent about it and meeting those expectations over a period. If you deliver what you promise, it typically works well with customers because nobody likes surprises.

People like a certain area of confidence in the promise and delivering. And that's where both B2B and B2C can do a good job or good reputation management.

“Education, entertainment and inspiration are three key elements that any piece of content must have”

How WebEngage Gets Exceptional ROI

We’ve been very experimental. We've tried out a bunch of things, we've done performance marketing, event sponsorships with all sorts of media houses and other such things.

There is something else called the Fountainhead Leadership Series where every Thursday at 11 am pretty much for the last 4 to 6 weeks, we've been inviting somebody from the industry to talk about something which is a serious interest to our audience.

It’s just the beginning.

"There's this interesting talk about CoinDCX on television in the middle of an IPL. Of course that will open up a large bunch of people to that whole category, right? "

The Product Analysis And Why Influencer Marketing Can Fail

Because we have B2B companies, we have not yet used any celebrities. But I do see a certain affinity towards celebrity endorsement.

So there's this interesting talk about CoinDCX on television in the middle of an IPL. Of course that will open up a large bunch of people to that whole category, right?

But this kind of approach differs with respect to products. Say if it's a pack of chips, I'm open to listen to what I'm using, but if it's something which is a slightly higher value like what I want to apply on my face, then I might take a testimony from a trusted name a lot more seriously than I would take a celebrity.

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