Global advertising is undergoing a dramatic transformation, with spending projected to rise from US$ 520 billion in 2022 to as much as US$ 2.9 trillion by 2040. Digital advertising is at the forefront of this growth, driven by technological advancements, shifting consumer behavior, and the expanding global middle class. As...
India’s digital economy is strengthening, leading to significant growth in martech. The global pandemic has accelerated this growth, as consumer behaviour shifts and digital channels become crucial for acquisition, engagement, conversion, and retention. In this evolving landscape, it’s crucial for businesses to assess their readiness and embrace the potential of...
IIM Ahmedabad’s Prof. Anuj Kapoor posits that the omnichannel experience provides brands with an opportunity to present a more cohesive and seamless experience to customers who start their purchase journey on one channel and finish on the other channel. He, however, cautions that with a greater digital presence, brands might...
DVR Seshadri, Director for ISB-CBM and Clinical Professor in the Marketing Area, Indian School of Business points out that for SMEs, using on-line platforms is a cost-effective way to grow their businesses. He adds that with a surplus of online platforms, it is important for SMEs to understand that while...
Prof. Seema Gupta, IIM Bangalore, opines that in the future, users may turn to voice and visual searches. So, the future marketing strategy will have to be more immersive & experiential. Strategies like gamification, the use of apps and podcasts will become popular marketing tools. IBT:Â What are digital natives...
Prof. Arpita Srivastava, XLRI, opines that customers really appreciate companies that respect their time and space. Marketers have to shift to new tracking and automation capabilities given the rise in digital consumption among customers and at the same time divide between online and offline blurring. She adds that there can...
Expected to become a US$ 10 billion industry by end of 2020, influencer marketing is adopted by an increasing number of brands and marketers due to the way it impacts people. Creating and executing a campaign could be challenging at times, but data-driven influencer marketing platforms can help brands simplify...
Siddharth Lal, MD, Bruce Clay Australia talks about the journey and relevance of SEO for today’s enterprise, wherein 94% of consumers research products online and Google is their most preferred ‘intent-based medium’. He strongly suggests that companies desist from taking unethical short cuts en route to ranking on Google search...
Nandu Nandkishore, Professor, Indian School of Business, cautions that new technologies, particularly automation and AI, promise a highly uncertain future for jobs. Individuals and societies that try to win in the world of tomorrow with the skills and attitudes of yesterday, are only preparing themselves for obsolescence. We live in...
Even as automation is expected to improve productivity by 0.8%-1.4% annually, it could have little impact on jobs in the immediate future. But it’s important for employees to acquire essential skills and equip themselves to work with new technologies. • The COVID-19 induced collapse in production activity at the heart...
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