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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.

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.

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


The author has a doctorate in marketing from IIM Ahmedabad. He is currently working as a marketing analyst at Forbes Marshall.

While B2B transactions account for as much value as B2C, it lags behind in digital transformation. B2B companies that have succeeded in their digital marketing prove its value to the rest. The digital revolution is happening at a pace that most businesses are finding difficult to keep up. Axioms such as digital is for the younger generation or for FMCG products are no longer applicable.

Today, a marketer must act fast. Digital marketing has the potential to provide new direction for future growth, but it is also replete with challenges. Two things that each marketer must do before starting this journey is to decide what role digital marketing will play vis-à-vis traditional marketing; and what results digital marketing should deliver to the organization.

DIGITAL VS TRADITIONAL MARKETING

For a B2B company, going digital is not a question of ‘if’ but ‘when’. The answer is usually yesterday. Does it mean that they should create a separate function for digital marketing since it requires people with different skills and exposure than traditional marketers?

An article in Journal of Marketing¹ advocates that a brand gains maximum benefits by synergistically pursuing various marketing channels. They find that firm-generated content on social media results in enhancing spending, cross-buying and customer profitability. They also find that these results are further boosted in the presence of other means of promotion including traditional marketing. Having a coalition between traditional and digital marketing strengthens company-wide marketing and builds on each other’s performance.

PURPOSE OF DIGITAL TRANSFORMATION

Creating a digital presence is the first step. The true capabilities of digital transformation are not in reaching customers but in generating customer insights.

As researchers note in their paper published in European Management Journal² , there are several low hanging fruits when a firm decides to go digital, including price transparency and online targeting. At the same time, a company can utilize these platforms to generate customer insights and breakthroughs.

Customer insights can give granular and nuanced information to marketers that can guide future products and services, open up newer approaches to customers and strengthen their relationship with customers. The efficacy of these insights will depend on the depth of the data. As shown in the matrix below, the authors provide practitioners an easy tool to decide what data is required for them to arrive at useful insights.

Given the industry and nature of business, a company may pursue any combination of depth and detailing when collecting customer-based information. This can be used to measure performance, improve activities and create new offerings. Digital transformation is a long and usually overdue process for most companies. Starting it with clear goals enables the firms to capitalize on their strengths and building capabilities that can offer long-term benefits. ¹Kumar, Ashish, et al. “From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior.” Journal of Marketing 80.1 (2016): 7-25. http://journals.ama.org/doi/abs/10.1509/jm.14.0249 ²Leeflang, Peter SH, et al. “Challenges and solutions for marketing in a digital era.” European management journal 32.1 (2014): 1-12. http://www.sciencedirect.com/science/article/pii/S0263237313001576