1. Adapting to the Talent Shift from Data to Creatives
- Arindam Paul Founding Member and CBO, Atomberg
Atomberg began as an e‑commerce startup, and many initial customer acquisitions were through performance marketing. Starting in 2019 and continuing into 2020, we gradually expanded offline. Over the last six to seven years in paid media, we’ve observed numerous changes in performance marketing.
When I first started running Facebook ads in 2015, the key to success was effective targeting and media buying. However, there has been a significant shift. Today, creatives and landing pages have gained paramount importance.
They have become decisive factors in performance marketing success, especially after the iOS 14 changes and limitations in tracking people outside the Facebook app.
The balance of power has shifted from data and tech specialists to those who understand consumer behavior, user psychology, and the reasons behind purchasing decisions. This has become crucial in winning at performance marketing.
Platforms and algorithms have evolved greatly. The focus has shifted from detailed segmentation and data play to providing the right inputs to the platform — as long as the platform receives the necessary data.
Many marketers still emphasize targeting and related aspects, but we've moved beyond that stage as platforms have become smarter themselves.
Just as nobody talks about media buying too much in mainstream marketing anymore because it has become a commodity, similarly, in performance marketing, I have noticed a similar trend in the last six to seven years.