KIT Global, a leading digital marketing agency with over 20 years in the space, has recently entered this market. We caught up with KIT Global’s CEO Pavel Yurovitskiy for a chat on the future of digital marketing, and its plans for India.
Economic Times: An overview of KIT Global’s journey and its positioning on the global stage.
Pavel Yurovitskiy: Kit Global has made significant strides in the global digital marketing arena. Our journey began in 2022 with a straightforward yet powerful belief – that marketers, regardless of their size or location, deserve access to cutting-edge technological solutions for digital audience engagement and performance marketing.
Our team draws from over 20 years of experience, with developers and partners primarily from Eastern Europe and Central Asia, known for their top-tier technical talent and digital marketing expertise. Operating from four excellence centres (SEA, MENA, Western Europe, and the Americas), we are dedicated to continually enhancing our proficiency in performance marketing, leveraging the latest developments in AI and LLMs.
What truly sets us apart is our unwavering commitment to our clients: results first, payment later. We’re thrilled to introduce our groundbreaking two-sided platform, where companies can offer, acquire, compare, and analyse performance marketing and audience engagement tools at no additional cost. This platform fosters cross-industry best practices, facilitates audience activation strategies, offers access to performance data, and customises tools to address specific marketing challenges, budgets, and strategies.
Economic Times The use of artificial intelligence in digital marketing has been transformative. How has Kit Global harnessed AI to drive innovation and enhance performance marketing for your clients on a global scale?
Pavel Yurovitskiy: The transformative power of artificial intelligence (AI) in digital marketing cannot be overstated. At Kit Global, our approach is focused on putting the client’s results front and centre. It’s not just about achieving results but also about doing so with maximum efficacy and effectiveness. AI serves as the catalyst that enables us to excel in all these aspects. In the past, clients often had to make trade-offs between quality, cost, and time. Today, AI empowers our experts to achieve all three, simultaneously.For instance, AI-driven creative generation is three times faster than traditional methods, enabling us to create multiple options for A/B testing and high-quality creatives. Another remarkable example is the rapid generation of multiple unique video titles for SEO promotion, which takes only a quarter of the time, and yields a wide array of snippets. However, it’s crucial to emphasise that AI does not work in isolation. It collaborates seamlessly with our expert team, ensuring that the right AI tools are chosen, the right prompts are generated, and the results are validated and scaled effectively. Every AI-driven outcome is underpinned by the extensive experience and expertise of the Kit Global team.
Economic Times: India is a dynamic and rapidly growing market. What opportunities and challenges do you see for Kit Global in the Indian digital marketing space, and how does it fit into your broader regional strategy?
Pavel Yurovitskiy: The Indian digital marketing landscape presents both promising opportunities and unique challenges for Kit Global. With a staggering population of 1.42 billion and a flourishing digital economy contributing over $200 billion to the GDP (with projections soaring to a remarkable $1 trillion), India stands out as a pivotal player in the global market. In an era marked by uncertainties surrounding China, global brands are increasingly drawn to India’s burgeoning potential.
Prominent industry leaders, echoing our sentiment, envision India’s ascent to become the world’s third-largest economy by 2030. Fueled by substantial venture capital investments, startups are playing pivotal roles in shaping the advertising landscape. However, the expectations placed on marketers are growing exponentially, with a pressing need for faster results, whether it’s in terms of sales, ROI, or what we refer to as the ‘bottom of the funnel’ impact.
As a specialised performance marketing company, our primary challenge in India, lies in educating advertisers about the indispensable role our platform plays in achieving scalable success in this rapidly evolving market. The demand for performance-driven marketing solutions has never been higher, and we are poised to meet this demand head-on.
Economic Times: Performance marketing has become increasingly data-driven. Could you shed light on how Kit Global leverages data analytics and AI to optimise performance marketing campaigns, both in India, and globally?
Pavel Yurovitskiy: Performance marketing at Kit Global is intrinsically rooted in data. The success of any performance campaign hinges on meticulous data analysis and optimisation. In this context, AI assumes a pivotal role in crafting strategies that harness a vast array of variables and parameters, tailored precisely to the unique circumstances of each client. Additionally, we leverage AI-powered anti-fraud detectors to enhance campaign optimisation and reduce costs.
In the realm of SEO, AI leverages historical data to generate semantic cores, cluster search requests, and implement various data-backed strategies. Our approach is firmly rooted in the synergy between data analytics and AI, resulting in highly effective and results-oriented performance marketing campaigns.
Economic Times: With the rise of social media and e-commerce platforms, how does Kit Global navigate the changing landscape of digital marketing to deliver impactful results for clients in India and beyond?
Pavel Yurovitskiy: In an ever-evolving landscape dominated by the rise of social media, Kit Global sets itself apart through an unyielding focus on driving tangible results. Our strength lies in a combination of profound industry expertise and state-of-the-art tracking systems, enabling us to discern precisely which tools and platforms yield peak performance.
A cornerstone of our strategy is affiliate marketing, a powerful engine for expanding social media presence. This involves strategic collaborations with influential figures, the best publishers, communities and data providers who champion our brand across digital channels, operating on a cost-per-acquisition (CPA) basis. Simultaneously, we provide our clients with meticulous reports, offering full transparency on the origin of each order.
This approach not only amplifies brand awareness but does so with a keen eye on cost-effectiveness, underlining the strategic collaboration that characterises modern digital marketing partnerships.
Economic Times: What is your vision for Kit Global’s future, especially in terms of global expansion and staying at the forefront of technological advancements, including AI and emerging digital trends?
Pavel Yurovitskiy: Our vision for Kit Global’s future is to stay at the forefront of technological advancements while ensuring global expansion. In today’s digital landscape, diversity, specialisation, and complexity are on the rise, posing challenges to advertisers. We recognise that advertisers often require specific solutions that go beyond conventional tools, even eluding big agencies.
Our approach involves creating a platform where advertisers can find tailored solutions that precisely match their needs. It fosters a win-win partnership between solution providers and advertisers, addressing the diverse demands and offerings, in the digital marketing space. Additionally, we emphasise a data-driven approach where our solutions leverage AI to process vast datasets. Backed by human expertise, this approach generates added value and enhances our clients’ KPIs, even in situations where improvements might seem unattainable.
Economic Times: Could you share a notable case study or example where your company’s innovative approach to performance marketing had a significant impact on a client’s business? What lessons can other businesses and marketers learn from this success story?
Pavel Yurovitskiy: Sure, let’s dive into a case study that highlights Kit Global’s innovative approach to performance marketing. During our 20 years of expertise in 360 digital marketing services, our professional portfolio has sufficiently resulted in noteworthy success stories. Take, for example, our collaboration with Jiffy, a prominent UK food delivery service.
Jiffy approached us with a clear objective: increase app users, grow market share, and achieve a minimum installation rate of 60%. To achieve these goals, we devised a comprehensive strategy focused on establishing Jiffy’s robust brand presence on social media. We conducted rigorous testing, experimenting with approximately 500 creatives across various offers, products, and customer segments. To optimise our reach, and ensure systematic scaling, we implemented a competitive bidding strategy.
Our creative efforts spanned five distinct formats:
- Unpacking
- Product Comparisons
- Promotions/Promo Codes
- Situational Scenarios
- Grocery
Over the course of seven months, our collaboration yielded impressive results:
- We witnessed a remarkable 2.3 times increase in the number of first-time purchases.
- Repeat orders surged by 55%.
- We achieved an outstanding 70% average conversion rate from app installation to loyal user status.
- App downloads experienced a substantial 2.3 times increase.
- We met 100% of KPIs in super-geo targeting.
We have had similar success stories spanning various industries, including BFSI, real estate, fast food, health, and travel. These achievements underscore our commitment to adapting to the digital era’s demands by implementing a diverse range of digital strategies and instruments. We take great pride in affirming that Kit Global possesses the capacity and opportunities to fulfil the evolving requirements and business needs of the digital era.
