\u201cMake it more clickable.\u201d<\/p>\n\n\n\n
These three words have quietly diluted modern marketing. Because somewhere between optimisation and iteration, everything started looking the same.<\/p>\n\n\n\n
You can see it in your own feed.<\/p>\n\n\n\n
One ad screams discount.<\/p>\n\n\n\n
Another pushes urgency.<\/p>\n\n\n\n
A third looks\u2026 vaguely familiar, but you can\u2019t tell from where.<\/p>\n\n\n\n
Individually, they might work, but together they say nothing.<\/p>\n\n\n\n
And that\u2019s the part we don\u2019t talk about enough.<\/p>\n\n\n\n
Most campaigns today don\u2019t feel like campaigns. They feel like collections of ads trying very hard to perform. The issue isn\u2019t CTR because clicks do matter. They always will, but this is where CTR in performance marketing starts becoming limiting, when it becomes the only measure of success.<\/p>\n\n\n\n
You\u2019re no longer asking, \u201cWhat\u2019s the idea?\u201d<\/p>\n\n\n\n
You\u2019re asking, \u201cWhat will get a response right now?\u201d<\/p>\n\n\n\n
And those are very different questions. Over time, you start seeing the trade-offs.<\/p>\n\n\n\n
Insight gets replaced with urgency.<\/p>\n\n\n\n
Storytelling gives way to instruction.<\/p>\n\n\n\n
Design starts coming from templates, not intent.<\/p>\n\n\n\n
This is where performance marketing begins to lose creative distinctiveness. And slowly, brands start losing their edges.<\/p>\n\n\n\n
By aiming for better CTR without storytelling performance improves for a while, but recall of the brand starts dropping. <\/p>\n\n\n\n
So we tried to reframe the problem not as CTR vs creativity in performance marketing, but in synergy with few key actionables:<\/p>\n\n\n\n
a. Building umbrella campaigns.<\/p>\n\n\n\n
Not in a \u201cbig campaign launch\u201d way, but as something every asset could anchor to. Because when everything points back to the same thought, people start recognising you, without trying too hard.<\/p>\n\n\n\n
b. Anchored and creative direction<\/p>\n\n\n\n
We became stricter about what every asset tells and looks like. So whether it\u2019s a static, a video, or something in between, it feels like it comes from the same place. We made sure that every pixel in our asset anchored back to the same creative direction. <\/p>\n\n\n\n
c. No one-shoe-fit-all approach<\/p>\n\n\n\n
Most brands want to use the same creative pan-India. We started treating each region as a different brief and paid attention to:<\/p>\n\n\n\n
Relatable location-specific visual cues.<\/p>\n\n\n\n
Colloquial storytelling.<\/p>\n\n\n\n
Details that repeat just enough to stick.<\/p>\n\n\n\n
d. AI for CTR<\/p>\n\n\n\n
Even with AI, the approach stayed the same.<\/p>\n\n\n\n
We didn\u2019t use it to produce more. We used it to explore things we normally wouldn\u2019t. Because right now, in a feed full of sameness, difference is what earns attention and improves CTR meaningfully.<\/p>\n\n\n\n
Why were these actions taken?.<\/p>\n\n\n\n
To make the TG remember, recognise and come back to the brand. <\/p>\n\n\n\n
And that\u2019s the part most performance marketing strategies miss.<\/p>\n\n\n\n
CTR will tell you if someone clicked, but it won\u2019t tell you if they cared or if they\u2019ll choose you again. That part still belongs to creativity, because in creative performance marketing, recall isn\u2019t accidental. It\u2019s engineered.<\/p>\n\n\n\n
So no, CTR isn\u2019t killing creativity. But the way we\u2019ve reduced marketing to what\u2019s immediately measurable? That\u2019s where the real problem lies.<\/p>\n\n\n\n
If you\u2019re only optimising for clicks, you\u2019ll keep paying for people\u2019s attention.<\/p>\n\n\n\n
But if you build something people remember, you won\u2019t have to fight as hard for it next time.<\/p>\n\n\n\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
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