Capex” is emerging as the new performance marketing, and “Omnichannel” is taking over as the new “Direct-to-Consumer” (D2C)

Agam Chaudhary
3 min readMar 13, 2024

Capex: The New Performance Marketing

In the dynamic landscape of marketing, where agility and adaptability are paramount, a significant transformation is underway. Capital Expenditure (Capex), traditionally associated with infrastructure investments, is emerging as the new powerhouse in the marketing domain. Simultaneously, the rise of omnichannel strategies is redefining the way brands engage with their audience. Let’s delve into these trends, focusing on their relevance to India.

Capex: Beyond Operational Expenses

The Traditional Performance Marketing Landscape

Historically, performance marketing has revolved around operational expenses (Opex). Marketers allocated budgets for digital advertising, search engine optimization (SEO), pay-per-click (PPC) campaigns, and social media promotions. These Opex-driven activities aimed to yield immediate results — clicks, conversions, and short-term revenue.

The Paradigm Shift: Capex in Marketing

However, the game is changing. Businesses are recognizing that sustainable growth requires more than short-term gains. Enter Capex — a strategic shift toward long-term investments that enhance marketing capabilities. Here’s why Capex matters:

Data Infrastructure Investment: Companies are building robust data infrastructure, including customer data platforms (CDPs), analytics tools, and AI-driven systems.

Why? To make data-driven decisions, personalize experiences, and optimize campaigns. India’s digital landscape generates massive data, and investing in data infrastructure is crucial.

Marketing Technology Stack: Capex flows into marketing technology stacks. From CRM systems to automation platforms, businesses acquire tools that streamline processes and improve efficiency.

Why? To create seamless customer journeys, automate repetitive tasks, and enhance marketing agility.

Content Creation Assets: High-quality content is a valuable asset. Brands are investing in content studios, video production equipment, and creative talent.

Why? To tell compelling stories, engage audiences, and build brand equity. India’s diverse culture and languages demand localized content.

India’s Capex Journey

India’s digital transformation is driving Capex adoption:

  • E-commerce Giants: Flipkart, Amazon, and others invest in data centers, AI algorithms, and logistics infrastructure.
  • Telecom Operators: Capex fuels network expansion, 5G deployment, and customer experience enhancements.
  • Startups: Fintech, healthtech, and edtech startups allocate Capex to technology stacks and user acquisition.

Omnichannel: Beyond D2C

The D2C Revolution

Direct-to-Consumer (D2C) brands disrupted traditional retail by selling directly to consumers through online channels. They bypassed intermediaries, offering personalized experiences and cost savings. However, the D2C model is evolving.

Enter Omnichannel

Omnichannel goes beyond D2C. It’s about creating a seamless experience across touchpoints — online, offline, and everything in between. Here’s why omnichannel matters:

Customer-Centric Approach: Omnichannel puts the customer at the center. Brands must understand preferences, behaviors, and pain points across channels.

Why? India’s diverse consumer base demands personalized interactions. Imagine receiving a targeted offer based on your recent in-store visit.

Consistent Brand Storytelling: Omnichannel allows brands to tell a cohesive story. Whether it’s an Instagram post, an in-store display, or an email, the narrative remains consistent.

Why? Consistency builds trust and reinforces brand identity.

Mobile-First Nation: India’s mobile penetration is staggering. Omnichannel strategies leverage mobile apps, SMS, and WhatsApp for seamless interactions.

Why? To reach consumers where they spend most of their digital time.

India’s Omnichannel Landscape

  • Retail Giants: Reliance Retail, Tata, and Future Group are integrating online and offline channels.
  • Fashion Brands: Myntra, Lifestyle, and FabIndia offer unified shopping experiences.
  • Food Delivery Apps: Swiggy, Zomato, and Dunzo blend online ordering with offline deliveries.

The Intersection: Capex and Omnichannel

As India’s businesses embrace Capex and omnichannel, the convergence is powerful:

Investing in Omnichannel Infrastructure: Capex funds technology stacks that enable seamless omnichannel experiences.

Example: A retail chain invests in POS systems, inventory management tools, and e-commerce platforms.

Data-Driven Omnichannel Strategies: Capex empowers data analytics for personalized interactions across channels.

Example: An e-commerce platform analyzes user behavior to recommend products both online and in-store.

Content Capex for Consistent Storytelling: Brands allocate Capex to content creation



Agam Chaudhary

Agam Chaudhary is a serial entrepreneur & investor in tech-enabled and ecommerce industries.