India’s digital boom has given rise to one of the fastest-growing creator economies globally, placing content creators at the heart of shaping consumer choices and spending patterns. According to a new Boston Consulting Group (BCG) report titled From Content to Commerce: Mapping India’s Creator Economy, the country’s creator ecosystem is...
As Twitter undergoes transformative changes under the leadership of Elon Musk, another major player has entered the scene. Meta, formerly known as Facebook, has launched its new platform called Threads, positioning itself as a direct competitor to Twitter. This launch brings Threads to users in 100 countries, intensifying the competition...
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. Ashita Aggarwal, Professor of Marketing, S.P. Jain Institute of Management & Research, explains e-commerce in India has grown more during lockdown as against a year before that. Companies like Amazon, Reliance, etc., are trying to cash this opportunity through strategic sales, buyouts, and collaborations. She adds that brands can...
Social media has become an inevitable part of our lives, and by implication, the lives of the brands we engage with. To leverage social media effectively, brands need to be creative, engaging and result oriented. Also, they need to be extremely receptive of customer feedback and mindful of their brand...
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...
Rajesh Pandit, Management Consultant, Bangalore; Peeyush Gupta, Vice President, Marketing & Sales, Tata Steel, Kolkata, and D. V. R. Seshadri, Clinical Professor of Marketing, ISB, Hyderabad, assert that as B2B marketing & sales have turned topsy-turvy in the COVID-19 world and beyond, the marketing & sales function of the supplier...
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