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    Improve efficiency across media campaigns

    KPMG in India evaluates the effectiveness of media expenditures across both online and offline channels. Helps improve planning, buying and implementation of media budget. Various services offered are 

    • Cost efficiency and enhancement looks at best in class benchmarks to advise gaps, leakages and improvement
    • Agency pitch consulting manages evaluation of best-in-class marketing partners for the client and
    • Digital marketing services covers full funnel marketing spends to drive leads and other KPIs through paid, owned and earned media across SEO, SEM and advocacy marketing

    Who is this for?

    • Large B2C or B2B companies looking to assess if their strategy on marketing to consumers is based on best media choices, if their frequency and reach is enough to drive impact.
    • Companies wanting to evaluate how their marketing spends can drive a higher ROI, if their cost of media marketing is in line with inflation, if they are buying the right medium.
    • For any company with a marketing budget looking to target consumer channel, brick and mortar/ecommerce.
    ROI Challenges for marketers and decision makers 

    Forensic/ compliance

    What are the right ways of implementing communication withing the guardrails of certified claims? How to control compliance and best practices?

    Cost enhancement

    What are the value drivers for us to enhance and deliver efficient cost?

    What are the macro-economic and global phenomena affecting cost/inflation?

    Agency pitch management

    Do I have the right operating model and marketing partner? How can I get the best for my business?

    Benchmarking

    Is my cost inflating higher than market? Am I buying media in the right places?

    Marketing-technology/ integrations

    How can my organisation engage customers across traditional and digital channels seamlessly and effectively? What are the omnichannel ways of unified approach? 

    Generative AI adoption

    What kind of Gen AI and technology automation approach should we follow to drive maximum efficiencies and be competitive? 

    Strategy and Planning

    What is the right strategy around investments and KPIs? 

    Automation/tools/ dashboards

    How do I get the most out of my marketing technology investments? How do I enhance the value that my technology stack provides?

    How can we help?

    • Advisory and consulting on areas and RCA across marketing spends to drive success, manage challenges, control cost
    • Gap identification through industry benchmarking across buying, process and marketing agency procurement and operations
    • Digital marketing and generative AI services to improve marketing efficiency across paid media campaigns, SEO and social media enhancement, precision targeting and re-engagement via AI.
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    Why KPMG in India?

    digital-marketing-why-kpmg-in-india
    • We know the sector well and bring world-leading practice process and playbook that delivers value and improvement
    • KPMG in India’s media COE has a large team of experts across business, media, and digital business
    • Deep expert on online and offline with experience across largest clients and biggest marketing agencies
    • Industry benchmarks across online and offline marketing spends
    • We have access to our global network of over 650 media contract compliance specialists, we are supported by over 50 regional media advisory SMEs to deliver in depth, robust compliance audits, in addition to a range of wider media advisory capabilities to support you in effectively managing your media buying and creative agency spend.

    Our Offerings

    KPMG India offers a whole suite of media spends advisory solutions that are well-suited to your needs
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    Media performance review

    Review commitments across planning, buying, and implementation

    • KPI measurement across volume mix, channel/platform mix, impact-regular buy mix, reach and frequency
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    Pitch consulting and procurement

    Assessment of potential best media service agency 

    • Detailed evaluation across strategy, planning, media buying, implementation, service team, processes, tools and innovation
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    Cost efficiency and enhancement

    Cost benchmarking and opportunity analysis to define efficiency and SOPs 

    • Planning analysis across mix, volume, and reach and frequency levels/saturation and wastage
    • Creative analysis and spends across online and offline
    • Asset and platform analysis
    • Programmatic versus direct buy ratios.
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    Digital marketing and performance

    Digital marketing across various scopes on paid, organic and advocacy marketing  

    • Digital marketing strategy
    • Digital marketing mix-SEO, social, paid, automation
    • Digital channel KPIs
    • Performance tracking and reporting.
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    Compliance review

    Review of media and creative agency compliance

    • SLA monitoring of master agreements
    • Performance review and Invoice reconciliation
    • Review annual bulk volume benefit
    • Expenditure to sales conversion analysis.

    Transforming for a future of value

    The KPMG suite of business transformation solutions help clients get to a more productive and sustainable future. The solutions are designed to address different client challenges and different parts of a business or a operating model. Each one contains rich insights and is underpinned by our leading transformation methodology.

    KPMG digital transformation suite

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    Key Contact

    Nikhil Sethi
    Nikhil Sethi

    National Leader Consumer Goods and Co-Lead Customer & Operations

    KPMG in India

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