Introduction

To compete in India's fast-paced digital economy, businesses need to do two things: create sales immediately and keep customers coming back. Performance marketing in India promises immediate and measurable results, but a good brand marketing plan lays the groundwork for long-term growth and emotional connection. People who operate the most successful firms recognise that these two areas don't conflict with each other; instead, they work together to make a strong partnership. 

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How to Combine Performance and Brand Goals for Lasting ROI

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• Integrate Brand Storytelling into Performance Creatives: Don't just show off your goods or services in your performance marketing advertising (like Google advertising and Meta Ads). Tell people about your brand's story, values, and unique selling proposition as well. This means that you should utilise strong images, emotional language, and a consistent brand personality in all of your direct-response commercials.
  
  
• Leverage Brand Campaigns to Fuel Retargeting: Use strategies that reach a lot of people, including working with influencers and running video advertising on YouTube or connected TV, to get people interested in your business at the top of the sales funnel. People are more likely to buy something after seeing a performance ad if they have already heard about your brand's story and values through brand commercials.
  
  
• Establish Unified Messaging and Visual Consistency: Whether your marketing is more about the brand or the performance, make sure that the voice, messaging, and visual identity of your brand are the same on all of them. A great brand marketing strategy makes sure that every touchpoint sends the same brand message, which is what makes this consistency possible. This raises both the rate of conversions and the ability to remember the brand.
  
  
• Implement Holistic Measurement and Attribution: Get rid of last-click attribution models and utilise multi-touch attribution (MTA) or even marketing mix modelling (MMM) instead. This will help your performance marketing. This enables you to examine the complete journey of a consumer and provide credit to diverse connections, such as those that assist them learn about and thinking about your brand.

Unlock your growth potential with cutting-edge performance marketing in India that delivers measurable results and maximises ROI.

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Building a Stronger Identity with a Targeted Brand Marketing Strategy

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• Deep Dive into Audience Segmentation and Insights: The first stage in a tailored brand marketing campaign is to break down your audience into smaller groups. Find out more than simply basic demographics. Find more about psychographics, how people act as consumers, cultural variations, regional tastes, and how people use technology. You can make sure that your brand's message, tone, and visual style genuinely connect with select groups if you know them well.
  
  
• Craft a Culturally Relevant Brand Story and Purpose: Your brand's story should not only convey what you stand for, but it should also connect with what consumers want and have been through. Make sure it connects with people on a cultural level, whether it's a birth story, a mission-driven tale, or a story about how the group supports the community. There should be more to your business than just making money. It should also be about satisfying a societal need or goal that is essential in India.
  
  
• Develop a Distinctive Visual and Verbal Identity with Local Flavour: It's crucial to be consistent across the board, but changing the way your brand looks and sounds to meet sensibilities can have a major impact there. This could mean using colours and patterns from the area in a way that doesn't take away from other cultures, or it could mean giving the brand a voice that incorporates local lingo or a type of comedy that really hits home.
  
  
• Prioritise Trust and Authenticity through Values-Driven Communication: More and more consumers, especially younger ones, are becoming choosy and value brands that are honest, care about society, and actually connect with their viewers. Your marketing plan should make it apparent what your brand stands for, and not just say it. 

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Top Digital Channels for High-Impact Performance Marketing in India

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• Google Ads (Search & Display Network): When it comes to performance marketing based on intent, Google is still the best in India. You can reach people who are actively looking for what you provide with Google Search Ads. These kinds of people are called “high-intent leads”.
  
  
• Meta Ads (Facebook & Instagram): Performance marketing in India needs meta platforms like Facebook and Instagram since so many people use them. This is especially true for businesses that sell directly to customers. You can run incredibly focused ads with them because they provide a lot of options for targeting audiences, like demographics, hobbies, behaviours, custom audiences, and lookalike audiences.
  
  
• YouTube Ads: People in India are watching a lot of videos. YouTube is a significant medium for performance marketing, especially for businesses that wish to mix direct action with presenting stories through pictures. Stream, bumper, and feed video ads can help people remember organisations, sell goods or services, and have strong calls to action.
  
  
• Affiliate Marketing Networks: In affiliate marketing, you only pay for something you want to happen, like a lead, a sale, or a click. This means that performance marketing in India can use it with little risk and generate a lot of money. You can work with discount sites, publications, blogs, and content creators that are linked to your business through affiliate networks.

Build lasting brand equity with a tailored brand marketing strategy designed for visibility, trust, and long-term impact.

Creating Balanced Campaigns that Deliver Value and Visibility

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• Develop a Content Strategy for Both Funnel Stages: Make content that helps with both the top-of-funnel aim of getting people to know about your company and the bottom-of-funnel goal of getting people to buy something. To persuade people to notice your brand, publish informative blog entries, develop entertaining films, and share interactive content on social media that conveys your brand's narrative and helps your audience without trying to sell them anything.
  
  
• Utilise Retargeting for Brand Reinforcement, Not Just Sales: Use this chance to build your brand instead of giving users more aggressive sales pitches. Talk about your brand's ideals, show them reviews, or tell them about former customers' successes. Retargeting advertisements might give visitors who have come to your site but haven't bought anything yet a story about your business, like “Our commitment to quality”, and ask them to do something small.
  
  
• Allocate Budget Strategically with a Long-Term View: It's tempting to spend a lot of money on things that will work right away, but you need to organise your budget so that you can spend money on both short-term sales and long-term brand building. Many studies in the industry say that the best long-term growth comes from a 60/40 split (60% name, 40% performance).
  
  
• Prioritise Creativity and Emotional Connection in All Ads: Being creative and trying to connect with people on an emotional level can make a major difference in how well direct-response commercials do. When commercials make people feel something, they remember them better, click on them more often, and buy more often. Instead of merely listing the features, tell a story, even if it's only a short clip or picture, to explain how your product helps someone or solves a problem.

Contact Scratchpad today to create a strategy that balances performance and brand success.

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FAQ’s

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1. What is the difference between performance marketing and brand marketing?
Performance marketing focuses on immediate, measurable outcomes like clicks, conversions, and sales. Brand marketing, on the other hand, builds long-term trust, recognition, and emotional connection with consumers.

2. How can performance and brand marketing work together in India?
In India, combining performance and brand marketing means integrating brand storytelling into paid ads, retargeting users with brand-focused content, and maintaining consistent messaging across channels to improve both short-term ROI and long-term loyalty.

3. What are the best digital channels for performance marketing in India?
Top channels include Google Ads (Search & Display), Meta Ads (Facebook and Instagram), YouTube Ads, and affiliate marketing networks, each offering targeted reach and high conversion potential for Indian audiences.

4. Why is brand marketing important for Indian consumers?
Indian consumers often value trust, cultural relevance, and authenticity. A strong brand marketing strategy that reflects local values, language, and identity helps build emotional connections and long-term brand loyalty.

5. What’s the ideal budget split between brand and performance marketing?
Many experts recommend a 60/40 split: 60% for brand marketing and 40% for performance. This balance maximises short-term sales while investing in sustainable brand growth over time.

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