Startups to prioritise performance marketing over brand building – Moneycontrol

Companies prepare to optimise ad expenditure by focusing on performance marketing, affiliate marketing and sponsored ads via influencers pages

Surajit Majhi, founder and CEO of Graphixstory, narrates an anecdote about a startup client who held back his company’s campaign after entering a 0ne-year deal with the tech- and animation-driven ad agency in March.

“This is just an example of what is happening with agencies and creative studios like us… the start-up party is now over,” Majhi told Moneycontrol.

Majhi is matter-of-fact about it, saying: “Whenever there is a funding freeze, a startup’s marketing budget is the first to get affected. This time is no exception.”

This is one instance of the knock-on effects the troubled startup sector is having on its ecosystem as it battles a painful funding freeze that has forced it to rationalise marketing and advertising spending, shut down non-core units, lay off thousands of people and go slow on hiring.

Amid rising interest rates, which…

Read Full Story: https://www.moneycontrol.com/news/business/startup/startups-prioritise-performance-marketing-over-brand-building-8639361.html

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source: https://news.oneseocompany.com/2022/06/05/startups-to-prioritise-performance-marketing-over-brand-building-moneycontrol_2022060521154.html

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