Last week, while reviewing a campaign for a D2C brand, I realized, performance marketing isn’t just about numbers.
It’s about people. Real people like Vaidehi, Prachi, Aanya, and Rahul.
Let me explain. 👇
👨💻 Vaidehi : The Frequent Buyer
Arun buys almost everything online.
He picked up a deodorant last month and is already looking for his next one.
He’s the easiest to convert, and the hardest to retain.
Because every other brand is chasing him too.
CPMs are high. His feed is full of ads.
He’ll buy fast, but he’ll also switch fast.
Still, every campaign starts with Arun, because he’s the quick win.
👔 Prachi : The Fence Sitter
Varun shops both online and offline.
He’s not planning to buy a deodorant now, but he browses.
You can catch his attention with “Add to Cart” or “Product View” ads.
He may not buy today, but when he does, he’ll remember your brand.
He’s like that friend who never says yes immediately, but shows up later when it matters.
👩💻 Aanya : The Curious Explorer
Aanya shops online sometimes, but never for deodorants.
She’s just scrolling, discovering, reading reviews.
If your brand keeps showing up with a genuine message,
not hard selling, just staying present, she’ll remember you.
She’s not ready to buy now,
but when she does, you’ll be her first choice.
That’s the power of brand building, quiet, patient, and long-lasting.
🧕 Rahul : The Offline Loyalist
Anika hasn’t shopped online yet.
Maybe she prefers stores or just doesn’t trust online brands enough.
She’s not your immediate sale.
But she’s your long-term opportunity.
She’s where awareness begins.
💡 What I’ve Learned
If your market has 100 people:
- 5 are Vaidehi
- 10 are Prachi
- 30 are Aanya
- 45 are Rahul
And most brands chase the same 15 people (Vaidehi & Prachi) ,
which makes ads expensive and competition crazy.
But the smart brands?
They start building relationships with Aanya.
Because one day, she’ll become an Vaidehi
and she’ll already trust you.
❤️ The Truth
Performance marketing is not just about conversions.
It’s about understanding where people are in their journey,
and showing up with empathy, not just ads.
If you nurture awareness today,
you won’t need to fight for attention tomorrow.
Because when Aanya’s ready to buy,
she’ll come to you, not your competitor.