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Marketing Strategy When There Are Budget Constraints

With the introduction of digital transformation, the marketing environment witnessed a seismic change that brought about unheard-of growth and increased spending power. But the pandemic ushered in a period marked by severe financial restrictions. Chief Marketing Officers (CMOs) were driven by this to reevaluate their strategy and carefully manage resources

How user-generated content can boost small businesses

In the bustling streets of business, there’s a captivating dance between brands and their customers, a dance that’s harmoniously orchestrated through User-Generated Content (UGC). Picture this: a brand and a user, hand in hand, creating a symphony of content. This artistic collaboration knows no bounds—it may take the form of

Towards a Purposeful Future – Prof. Philip Kotler’s Perspective on Business, Marketing, and Global Transformation

Professor Philip Kotler is a name synonymous with marketing excellence and thought leadership. Renowned worldwide as the “Father of Modern Marketing,” he has significantly shaped the field of marketing with his pioneering insights and contributions. With an illustrious career spanning decades, Professor Kotler’s influence extends beyond academia, impacting businesses, marketers,

Hi, Barbie!

‘I’m not Adventure Barbie, I’m Stereotypical Barbie!’ Margot Robbie in pink might’ve channelled stereotypical Barbie on screen, but the journey Greta Gerwig’s Barbie offers worldwide has been nothing less than an adventure. Off to a record-breaking start, Barbie has been stellar during the season, both in its on-screen production and

Buying in Your Feed: Understanding the Success of Social Commerce

The digital landscape has witnessed a profound transformation in recent years. The convergence of social media and e-commerce has given rise to a dynamic phenomenon known as social commerce. No longer confined to brick-and-mortar stores or traditional online marketplaces, consumers now find themselves in an era where shopping is seamlessly

Numbers that Matter: Data-Driven Strategies in Marketing

In the dynamic realm of business, where competition for attention is fierce, a transformative force emerges: “Data-Driven Marketing.” This approach transcends conventional methods and revolutionises modern marketing by harnessing insights from customer behaviour, market trends, and past interactions. Data-driven marketing, with data as its base, is a revolutionary protagonist, transforming

Trust in the Digital Age

Are you ready to strengthen your business connections? In today’s digital era, the power of marketing has evolved from the old tactics of billboards and print advertisements to a world in the palm of our hands and desktops. Digital marketing has evolved into the foundation of any company’s communication strategy.

The Holy Grail of Advertising Ethics

When a company makes a misleading statement, it will sometimes come back to haunt them. The question of ethics in advertisements arises to ensure that your product or business is here for the long run because building trust among customers is the only way to establish a long-term business. Ethics

The Digital Storytelling Way

As I write down this piece, I realise how far we have come regarding storytelling. In the 1960s, broadcast television was a revolutionary technological advancement that gave creative talent a rare chance to explore novel storytelling techniques. Even a decade ago, experiencing stories through our TV set was a part

The rise of experiential marketing

Do you remember the ‘Ice Bucket Challenge’? It was an interactive marketing gimmick seen by millions of people, ranging from ordinary people to former President Obama. In order to bring awareness to Amyotrophic Lateral Sclerosis (ALS), people who accepted the challenge poured a container of ice-cold water over themselves or

The Power of Infographics

There was a time when written information was the only way to communicate with your audience. But seeing block white/black letters have never been enough to ensure the conveyed information stick to a reader’s mind. Unless you live under a rock, you get to witness the tricks companies have devised

Product Placement is Over- or is it?

“Product placement is over” – or so says Anthony Lane in his article in the New Yorker. While reviewing the latest film directed by Ben Affleck based on the story behind the creation of Air Jordan, Lane quite sarcastically pointed out the ‘‘lameness’’ of product placement. To quote him- “Why

Experimentation is a driver for growth

Experimentation is a true driver for growth. Running 15+ experiments can drive 30% higher ad performance. When you learn the truth, you can make better business decisions, you can implement stronger strategies and you can drive more growth. As such, experiments have become essential for measuring business outcomes. By comparing

The Recent Trends in advertising in building brand image

As the business world evolves, the importance of brand image in shaping consumer perception is becoming increasingly crucial. In this era, advertising holds a pivotal role in building the brand image of a corporation, retail outlet or product. It aids in developing a distinct brand image, which fosters brand loyalty
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