Mumbai: Ever wondered what it takes to make waves in the world of marketing? Well, there's one such trailblazer who's rewriting the playbook - Aarti Sharma, the founder of Thunder Brand Solutions. From her humble beginnings as a creative writer to becoming a driving force in marketing innovation, Aarti's journey is a testament to grit, vision, and unwavering dedication.
Catching up with her, Indiantelevision.com delved into the MarTech agency's journey & USP, AI and ML transforming the martech industry, and much more...
Edited Excerpts:
On your inspiration to establish Thunder Brand Solutions, and the agency differentiating itself in the crowded martech landscape
Thunder Brand Solutions was born to fill the void in the market for a truly client-centric agency – one that combines the personal touch of a boutique firm with the technical expertise of a seasoned technology company. Too often, agencies focused solely on pushing out cookie-cutter solutions without taking the time to truly understand the intricacies of their clients' businesses or the unique challenges they faced. At Thunder Brand Solutions, we set out to change that narrative. We wanted to create an environment where clients felt heard, understood, and valued – where they could freely speak their minds and trust that their concerns would be addressed with expertise.
My goal was to build a team who not only had domain expertise but who also shared a passion for genuine connections. We take the time to delve deep into each client's unique needs and challenges, developing strategies tailored for each client that prioritize their success above all else.
On the strategies that you have employed to promote diversity and inclusivity within your company
As someone in advertising and marketing for the past eight-plus years, my journey towards promoting diversity, equity, and inclusion (DEI) within my company began with a personal revelation. Early in my career, I found myself swimming hard through a predominantly male-dominated industry, often feeling like my voice was not fully heard or valued. However, it was through people’s unique perspectives and experiences that led me to see the blind spots and inequities that existed within our industry, prompting me to take action.
At Thunder Brand Solutions, we've implemented several strategies to promote diversity and inclusivity. We emphasized the importance of DEI, educating my team, and encouraging underrepresented voices. Following this, with my team, I've prioritised creating a culture of psychological safety, where team members feel comfortable expressing themselves and sharing ideas without fear of negative repercussions.
We've taken active steps to ensure that people from diverse backgrounds are well-represented in decision-making processes and provided platforms for their voices to be heard. Furthermore, I've invested in allyship education, offering training to the team to embrace empathy, understanding, and awareness, cultivating a workplace where everyone feels valued, respected, and empowered to succeed.
On a project or campaign that Thunder Brand Solutions undertook, showcasing the intersection of technology and creativity in marketing
One project that exemplifies the intersection of technology and creativity in marketing led by Thunder Brand Solutions was one for sustainable lifestyle brands that offered a range of eco-friendly products, from organic skincare to biodegradable household essentials. To drive sales and maximize ROAS, Thunder Brand Solutions proposed an optimized campaign focused on leveraging data-driven insights and targeting strategies.
The campaign began with a thorough analysis of its target audience, including their demographics, interests, and online behavior. Using advanced data analytics tools, we identified key customer segments with the highest potential for conversion. With this insight, the team developed a multi-channel advertising strategy tailored to reach these target segments across various platforms, including social media, search engines, and display networks. Each ad creative was carefully crafted to resonate with the specific interests and preferences of the target audience, maximizing relevance and engagement.
Throughout the campaign, Thunder continuously monitored and analyzed performance metrics to identify areas for optimization and refinement. By leveraging real-time data insights, Thunder was able to make data-driven adjustments to the campaign in real-time, maximizing ROI and driving incremental improvements in ROAS.
The results spoke for themselves. The brand experienced a significant increase in website traffic, conversions, and revenue, surpassing its ROAS targets and achieving a strong return on investment(ROI).
On the ways you see AI and ML transforming the martech industry, and the potential opportunities they present for Thunder Brand Solutions
No doubt, AI and ML are reshaping the MarTech industry, whether it's to gain comprehensive customer intelligence by analyzing vast amounts of data to understand behavior, preferences, and trends or to tailor messaging and campaigns for specific audience segments. It facilitates competitive intelligence, allowing businesses to benchmark performance and make data-driven decisions to establish a strong foothold. By infusing AI into content analysis, our team at Thunder Brand Solutions has been able to create more engaging communication that resonates with the audience, enabling real-time campaign optimization so our customers' marketing efforts are highly targeted and efficient.
For instance, for one of our client’s D2C brands, we were able to analyze customer data from various sources like online purchases, browsing behavior, and social media interactions to segment its audience effectively. This segmentation allowed us to deliver personalized experiences, such as targeted email campaigns showcasing relevant products or personalized recommendations on its website. This ultimately fostered deeper connections with its customers, leading to increased engagement and loyalty.
On some emerging trends and challenges that you foresee in the martech sector
In 2023, brands increasingly prioritized search, demand generation, and performance-driven channels over traditional big brand awareness campaigns. This shift demanded a paradigmatic change as businesses needed to pivot towards strategies that could deliver measurable results and prove ROI to clients. Amidst this shift, advancements in big data emerged as a game-changer. Investing in cutting-edge platforms and tools allowed agencies like ours to harness data to expand target markets at scale while delivering personalized experiences to our clients. The possibilities seem endless, as AI and data analysis technologies promise to change how we reach and engage with consumers. However, it isn't just data driving the transformation.
Looking ahead, conversational AI will continue to evolve. Agencies will need to explore ways to train these models, allowing them to tackle complex tasks and deliver tangible results and value to clients.
On the advice that you would give to aspiring female entrepreneurs looking to make their mark in the advertising and marketing industry
As the only woman in many rooms throughout my entrepreneurial journey, I've learned to embrace my uniqueness and the value it brings. Stepping outside of my comfort zone has been a recurring theme in my entrepreneurial experience. It's in those uncomfortable moments where growth truly happens. I've also come to understand the power I possess in those situations. In the early stages, wearing multiple hats and tackling diverse challenges was par for the course. I've come to realise that acknowledging my weaknesses is just as crucial as recognising my strengths. This journey has led me to surround myself with individuals whose skills complement my own, forming a team that strengthens our company.
Despite facing tough seasons, passion is the fuel that propelled us forward, and without it, I know I wouldn't have made it this far. Being the lone woman in a room filled with male counterparts isn't a hindrance; it's an opportunity to shine. My perspective and insights bring a valuable diversity of thought to the table, offering fresh solutions and innovative ideas. So, to every aspiring female entrepreneur out there, I urge you to embrace your power, trust in your abilities, and seize every opportunity to leave your mark on what you do because you do it best.
On your aspirations for Thunder Brand Solutions in the next five years
My aspirations for Thunder Brand Solutions are deeply personal and reflect our brand’s vision of making meaningful connections between brands and people. Our mission is clear: to be the trusted partner that helps our clients navigate the complexities of modern marketing and technology, delivering results that exceed their expectations. At Thunder Brand Solutions, we don’t want to be just bystanders in what we do – we want to be at the forefront of change, driving innovation and pushing boundaries to redefine industry standards. Our commitment is not just to keep pace with technological advancements but to leverage them strategically to deliver tangible results for our clients.
Central to this vision is our commitment to inclusivity in our workplace, where every voice is heard, valued, and empowered to contribute. Ultimately, our goal revolves around making a meaningful impact in the lives of both our team members and the people we serve.
