Staff Articles

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 […]

In-game ad platform Anzu has been having a busy year. They were in the news for running a pilot programme with PepsiCo Labs and announced their partnering with Verizon Media to offer media buyers the ability to drive brand awareness among the gaming and e-sports community. The business of gaming has been booming with people stuck […]

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 […]

While podcasts are becoming a popular advertising tool in, many audio brands are looking to launch several ad formats for increased monetisation Traffic jams and long drives are not the only time when people lend their ears to audio. Over the years, audio streaming has evolved with smartphones and smart devices replacing traditional radio. The […]