Martech

This is the story of Zoho. An Indian bootstrapped startup that has given giants like Google and Salesforce a run for their money with its market disruptive products and services. Initially known as the poor man’s Salesforce, Chennai and San Francisco-based software-as-a-service (SaaS) provider Zoho Corp has now become a giant.  India’s SaaS Unicorn Zoho […]

Facebook organised a closed-door marketing summit that focussed on the EMEA region to help marketers with ideas and solutions to grow their business. The summit, titled “Beyond The Now”, saw marketers, content creators, and the top Facebook leadership discuss the future of marketing amid the changing data privacy and policy landscape.  The keynote address was […]

Part strategist, part creative and part technologist, marketing technologist is changing the industry to face its constant challenges and trends.  Marketing is now heavily dependent on technology. The modern-day marketing department combines the creative side of the discipline – understanding people’s motivations and using these insights to create campaigns that promote brands and encourage people […]

The Authenticity Gap measures the gap between consumer expectations and their actual experiences of a company or brand using the Nine Drivers of Authenticity that shape consumer perceptions and beliefs. Explore how brands need to catch up to consumers’ expectations.

Consumer intelligence platform Talkwalker released their latest edition of their Love Brand Story. The company analysed over 1,200 global brands to discover the ones that were the most loved by consumers during the pandemic. By monitoring conversations on social media, news, and blogs, and by using their proprietary sentiment analysis and speech analytics capabilities, Talkwalker […]

Can you choose to ignore a consumer demographic that is three billion strong? No. This comprises the gamer community across the world. Whether a person plays chess online or is an avid gamer participating in multi-player esports tournaments, this group of people are technologically smart and are deemed high-value consumers by marketers worldwide.   So how […]

Global consumers are getting ready to travel again but remain cautious about vaccinations and health and safety measures.  To better navigate the road to recovery, travel brands need a clear and consistent engagement plan that puts customer needs front and centre. These times of uncertainty will require consumer relationships to be rebuilt, but they also […]

It’s been a good run for app companies and marketers alike, with the pandemic-induced lockdown leading many users to turn to their phones for respite and entertainment. Many believe this consumer behaviour is here to stay long after the social restrictions are lifted and the pandemic is over.  According to App marketing analytics platform Adjust’s […]

Advertisers are scrambling for ad tracking strategies as it directly affects their business ROI. The cookie crumbles at what expense? It was not until the mid-1960s that the word ROI made an appearance. At the time, marketing and advertising was only a linear concept of demonstrating new products. Tracking the impact and response of advertising […]

Brand crises due to social media trolls, controversial advertising are steeply on the rise. Here is a checklist to keep the crisis management stack on standby A controversial marketing campaign or an advertisement, an underwhelming product quality review, or even an unpleasant comment from an employee on social media can initiate a brand crisis. Several […]