‘Selecting the right platform cuts customer acquisition costs’

“Creativity is a long-haul game that requires long-term thinking and planning,” says Prady Kumaar, CEO & Co-Founder of NP Digital India, as he sat down for an interaction on the company’s offerings for brands, focus on performance metrics and measurable outcomes.

Most brands in the post-pandemic era are focused on ensuring every rupee spent delivers returns. We try to educate our clients on how they can focus on returns in the short term. We also work towards helping them achieve these goals like generating leads or sales. At the same time, with the help of our social media and content teams, we also recommend balancing these with brand-building initiatives,” shared Prady Kumaar for the e4m TechTalk series.

He further explained, “We understand the short-term urgency on the part of brand owners who need to see sales. It’s required to fuel and run the products and services. But, parallelly, we recommend them to consider long-term gains as well.”

Recognising India’s cultural and regional diversity, NP Digital India dives into helping client brands understand the nuances that drive consumer preferences. Strategies that work in one region may fail in another due to linguistic, cultural, and regional differences. For instance, a campaign that resonates in South India may not find the same traction in North India. NP Digital India bridges this gap by combining performance-driven campaigns with regional insights.

The company places significant emphasis on leveraging regional languages and influencer-driven campaigns. Kumaar emphasises that there is a direct link between a higher ROI and working with local influencers to build trust and relevance. He explains that this approach strengthens the brand-consumer connect and drives long-term loyalty.

“Brands looking to manage customer acquisition costs must take a strategic approach based on the platform they choose. It is important to experiment with multiple platforms initially, as certain channels may yield better returns on investment depending on the industry, services, or products offered. By testing various channels, businesses can identify which platforms work best for their specific needs,” says Kumaar.

For instance, the optimal channel for an e-commerce business may differ significantly from that of a service-based business. Similarly, a D2C brand will require a distinct approach. The key is to understand how each channel engages with the right audience and to focus efforts on the most effective one. This approach alone can help reduce acquisition costs.

He further explains, “Once the right channel is identified, the next step is to deliver the best possible customer experience. This includes not just crafting effective campaigns but also targeting the right audience on the chosen platform. Businesses need to understand the preferences of their target audience and create engaging content tailored to them. By doing so, they can maximise engagement and achieve better returns instead of spending on everything.”

NP Digital India advises its client brands to focus heavily on customer experiences. From the first interaction with a brand’s website or app to the overall user journey, delivering a seamless and personalised experience is key to success.

Elements such as user-friendly design, tailored recommendations, and culturally relevant copywriting contribute to building trust and enhancing brand perception. Additionally, brands must create feedback loops. Listening to and acting upon customer feedback helps brands improve and develop loyal customers who can drive organic growth through word-of-mouth recommendations, Kumaar explains.

To measure customer experience effectively, NP Digital India uses metrics like engagement rates, time spent on websites, video completion rates, and content consumption patterns. These insights help brands fine-tune their strategies and deliver meaningful interactions, ensuring trust and loyalty are built over time — a win-win for brands and consumers.