Curating thought-leading developments in the science and art of marketing. Please give us your feedback!
Growth strategy is often framed too narrowly: sell more of the product, win more customers, gain another point of market share.What is the brand manager asks,come from?”…
As India’s traditional audience measurement systems face uncertainty, marketers risk outsourcing their most strategic asset: consumer understanding, Ashoke Agarrwal. …
The next disruption could come from transferring responsibility, not just tasks,forming Ashoke Agarrwal calls a Contract Marketing Services company (COMS).…
Used responsibly, AI-generated psychographic insight could help marketers create genuinely better products and more relevant communication,…
For decades, media measurement was largely something marketers bought from established currencies, platforms and research suppliers.…
Performance marketing is attractive because outputs are immediate. Brand-building investments are harder to put in a dashboard. HBR describes this well: short-term performance activity can crowd out investments…
We have become products of the media we consume. Media, powered by innovations in technology, has…
A time-honored practice in the crafting of marketing and communication strategy is to analyze target segments…
Unlocking the potential of remote healthcare services in India needs organisations to tap into the unique…
A survey conducted by Duke University’s Fuqua School of Business reports that the percentage of US…
The traditional creative agency model, with the 30-sec TVC as its fulcrum, is under existential stress.…
The Horror! The Horror! For almost a decade now digital marketing has been hurtling towards dominance…
Why the alphabet soup post title you may ask? The answer is that I did…
How does a corporate entity counter negative publicity about a major infrastructure project that’s going viral?…
Let me outset state that this post is not political and is agnostic to the fortunes…
World Cup Finals – it’s the biggest festival on Earth for the beautiful game. We asked…
We’ve all experienced AI in WhatsApp with predictive text in WhatsApp and auto-complete in Google search.…
Is there an “Old Age Internet”? Yes, that was the internet before social media. Social media…
Before diving deep into analytics, marketers should apply common sense to think…
Social media exists to build and nurture communities online. Can Facebook, with…
