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Contributors

Writers

Priscilla Thomas

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A content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Moulishree Srivastava

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A freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.

Avanish Tiwary

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Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.

Priyanka Bhatacharya

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Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others. 

S.Sahu

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A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications. 

Prajwala Hegde

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Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others. 

Rajesh Nanarpuzha

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Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.

Designer

Priyokumar Singh Naorem

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He is a passionate UI & UX designer who thrives on creating engaging creative solutions.

Artists

Dyuti Mittal

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A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.

Sumakshi Singh

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She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.

Parul Gupta

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A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.

Shweta Malhotra

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Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.

Rithika Merchant

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Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.

Aniruddh Mehta

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Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.

Paramesh Jolad

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Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.

Chandrashekhar Thakur

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Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.

Concept and Direction

Nimish Vohra

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Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.

Enquiry

+91 9560509289

aishani.majumdar@regalix-inc.com

Know when a new article is published


Digital is now mainstream, and marketing has long since passed the point of maintaining a distinction between online and offline worlds. This is the key insight emerging from the State of B2B Marketing 2016 survey by Regalix Inc., which reveals that 77 per cent of marketers place the highest priority on digital marketing in 2016, and more than 80 per cent claim full or partial integration of their digital and traditional marketing activities.

Regalix has compiled these trends from a survey of senior marketing executives and business leaders from a variety of sectors including software and internet, computers and electronics, telecommunications, business services and others.

The only offline marketing channel that continues to retain its importance is event-based marketing, with over 70 per cent of those surveyed planning to increase their spending on events such as conferences, trade shows and exhibitions. Other traditional strategies such as direct mail and print media advertising have drastically receded on the list of priorities.

But, even as digital marketing has grown in importance, digital strategies are yet to explore the enormous new possibilities opening up. Marketers continue to focus their priorities on increasing revenue and lead generation, betting highly on pre-sale marketing activities. The rise of the digital offers unprecedented opportunities for a seamless integrated customer experience, creating increased value through customer retention, brand loyalty and advocacy. Such focus on the entire customer life cycle continues to lag.

However, the fact that 78 per cent of marketers gave the highest importance to understanding the customer journey, and 77 per cent to mapping the right content asset to each step of that journey, indicates that these priorities are likely to change in the near future. Marketers are also beginning to grasp the importance of context-specific brand narratives in the digital world, as content marketing emerges as the marketing initiative with the highest impact.

Exploring these possibilities will require leveraging newer digital channels, newer forms of digital assets and newer technologies. Such transitions are yet to take place, with most marketers still placing their trust on traditional channels such as the website, email, and SEO, though social marketing is showing signs of healthy engagement too. Social marketing emerged as a much stronger option in 2015, with 52 per cent of those surveyed testifying to its effectiveness as against only 41 per cent in 2014.

Newer channels such as video marketing and mobile marketing still haven’t found their take-off moment. But marketers have begun to show some cautious optimism about video marketing, mobile marketing and big data, which could indicate an emerging maturity of digital marketing in the marketing arena.

The bottom-line continues to remain the same, as the report’s authors point out: understanding the customer journey, producing quality content and regular and sustained engagement with the customer are still key to marketing success. What remains to be seen is how well marketers integrate newer media and strategies to these fundamental priorities.