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A content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.
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.
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 is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others.
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.
Priyokumar Singh Naorem
He is a passionate UI & UX designer who thrives on creating engaging creative solutions.
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.
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.
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 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 (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 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 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.
Concept and Direction
Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.
The past few years and the coming years would be an interesting phase for B2B marketers. During this period marketers are transitioning from using traditional ways to learning tricks from new age tools.
This is the phase where we are talking about the importance of old age email marketing and virtual reality in the same breath. The fact is, like in previous years, email marketing proved to be one of the most effective tools (next only to websites) that helped marketers meet their goals in 2015. And 61% of marketers in the Regalix study plan to increase their spend on email marketing in 2016.
Arun Pattabhiraman, VP and Head of Marketing at InMobi who thinks virtual reality will become big in the future, swears by the impact of email marketing. We got in touch with Pattabhiraman to understand new age tools and how marketers can put them to their use.
/ / Between digital and offline, what would be your priority? Our research says marketers will continue to prioritize digital marketing over offline channels.
The evolution of marketing has been happening since the last four to five years. But in the last couple of years the role that digital and mobile play in marketing has significantly improved. The marketing folks, be it B2B or B2C, are looking at digital and mobile as serious channels to focus on in their marketing strategy. Especially for the B2B marketer, content marketing has been the key to get customers.
As we are a mobile ad platform, many brands work with us and run video ad campaigns. For many marketers, mobile has become an additional or a complementary channel to consider.
People have begun to realize that you can’t look at your marketing channels as being different. You have to figure out the way to integrate your end customer’s marketing experience across multiple channels. Your customers are alive across online, offline and mobile. An effective marketing campaign should effectively be able to tie up these three. A lot of people are beginning to think about how to do this.
We do a lot of events. My worry is to make sure that every conversation I have with my clients at an offline event helps me connect with them later digitally and eventually turn them into customers. Another way consumer marketers are converting offline customers into digital consumers and be able to capture their information is by making them use QR codes.
Even a B2C advertisement on television can now be leveraged on digital platforms by just putting a Twitter handle or putting a hashtag topic to make people talk about it. Efforts like asking viewers to answer a question with a specific hashtag increase the traffic during those hours when the ad is airing.
There are several tools that are becoming useful on a day-to-day basis. At InMobi, we use ‘HootSuite’. A platform that allows you to manage all your social media communications. Right from scheduling, posting and seeing reactions, you can do everything from there.
Another tool that is emerging and probably has a good chance to last long is ‘BuzzSumo’.
A very important tool for marketers in content marketing, it helps in trying to understand what kind of content will appeal to the customer. As a company in the mobile ad space, we have a bunch of keywords around which we create content. But everyone is creating content around the same topic. BuzzSumo finds out what type of content a specific user likes to read or know about.
‘Mention’, another tool, does the opposite of this. It tracks social media and finds out who all are talking about your brand and what is being said; thereby helping marketers to create content accordingly.
For B2B marketers, credibility is built by showing your readiness in understanding customers’ problems and your ability to solve it. That has to be visible through your content marketing or other channels you use to communicate with your customers. As a company, InMobi wants to be a technology innovator. How do we tell this to our customers? If you see our blog, it’s full of white papers, info-graphics, case studies, etc. around it. It reinstates our customer’s faith in us. Content marketing plays a huge role.
Obviously there are other subtle aspects. Like what are people talking about you, what kind of PR coverage have you received? How many awards have you won as a company and product? When customers get to know you through these things they will automatically come to you.
It’s doing pretty well actually; we have some new announcements coming next month. The reason to launch MiiP was to reimagine advertising. We wanted to change the experience of the kind of ads that pop up on your mobile.
We built it on three tenets: Design—how does the ad look; second was data—how much time is the viewer spending on seeing it and if it’s relevant; and third was fulfillment—we said let’s not just show them ads but enable consumer and seller to complete a transaction, then and there. MiiP was our first attempt to enter into mobile commerce. Some of the biggest retailers, e-commerce players in India, China and the US are using MiiP as a platform to drive transactions for their products through mobile advertisements.
"There is a common realization that you can’t ignore digital and mobile. Good thing is that everyone is trying to understand how to use mobile to reach consumers."
They have realized that they can’t anymore ignore new age marketing. A lot of them have invested heavily in building large digital marketing teams in-house and they are recruiting people who are well versed in new age technology.
Digital and mobile marketing have become such a sought after group in the market today that anyone who has these skill sets is wooed by both start-ups and multinational companies. Many companies have 20-25 member teams of digital marketers that work on experimenting with new tools.
I would disagree with that. Today digital marketing has helped you run marketing programmes at zero dollars. If you look at content marketing, it is basically about getting some good writers who understand the field. With social media pages and your content, you can get a lot of people to like your page and get talking about it. Of course, there is paid social media marketing but you don’t have to do that. The only thing that is going to cost you is the man-power.
In email marketing, the trick is to know your customer and accordingly send content or announcements. Just sending an email reminder or mailing subscribers relevant content does the work for you.
You can do a lot of B2B marketing at a very low cost today. Now marketers want to take their video ads from television to where the customers are, that is online. Many of them who have already spent money on TV commercial are now bringing those commercials to web platforms such as Youtube and Vimeo.
B2B marketing and the transition to digital: Results from the 'State of B2B Marketing 2016' survey
Digital is now mainstream, and marketing has long since passed the point of maintaining a distinction.
Marketing is integrated - it has to be!
Academic research in marketing increasingly extols the benefits of an integrated marketing approach.
Going digital! How B2B firms can benefit from this transformation
While B2B transactions account for as much value as B2C, it lags behind in digital transformation.