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A content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
An independent journalist who writes on business strategies.
She has been covering the Indian information technology industry since its early days.
Sahu was with TCS as the editor of their house magazine before he became a freelance content writer.
An independent journalist who has worked with The New Indian Express and City Today.
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.
In the past two years digital has made its way into b2b marketing so deep, that the line between digital and non-digital marketing has blurred. The overlap between online and offline strategies is quite evident and marketers aren’t shying away from recognizing that.
In fact, in a study done by regalix, over 80% of marketers have said that their digital and traditional marketing activities were already either fully integrated or partly integrated and only 6% chose to keep the two activities separate.
To understand the evolving digital reality, we got in touch with acer india chief marketing officer, s rajendran who very heartily said buyers want transparency and clear information—something that digital is adept at doing. Resonating with the regalix survey results he said, “hybrid marketing is the term marketers will adopt this year”.
The world is changing fast and it is going digital. Consumers have moved from traditional to social and omni-channel marketing mediums to engage with companies and individuals. Digital marketing offers invaluable opportunities to assess which element of a company’s strategy is working and which is not—in real-time.
Compared to traditional marketing, digital has always been deeply rooted in numbers; nevertheless data now plays a truly pivotal role for two reasons.
First, interpolating data from different sources in real time has become mainstream and easily accessible even to complex organizations where data is usually “siloed”. Secondly, we now have sophisticated algorithms at our disposal which allow us to spot cause-effect relationships among different, often non-homogenous data points.
Such a combination is putting powerful computational power into the hands of marketers and forever changing our go-to-market strategy.
Technology has evolved dramatically and so have consumers. They are now less loyal, more informed and no single approach can adequately address their pre and post purchase journeys. For marketers, complexity has risen to a point that is not manageable any more with conventional, rule-based marketing approaches. But marketers can setup and control tools capable of managing such complexity on their behalf.
For acer, we feel tools such as sentiment analysis, listening tools, programmatic marketing, re-targeting mechanisms, mobile app based targeting, etc. Work best for us. For instance, sentiment analysis helps us to derive the opinion or attitude of the customer towards the brand. Programmatic marketing gives advertisers a more intelligent way to connect with consumers on a one to one basis. This marketing technology helps us in automating our buying and selling of online advertising, thus delivering stronger business performance.
Marketing automation will become fully real time and will make extensive usage of predictive modeling, reaching an unprecedented level of go-to-market and post-sale sophistication. Content marketing, a huge trend in 2015, will continue to grow in 2016. It will benefit dramatically from real-time multi-variate testing as marketers will be able to fine-tune creative and copy automatically.
Programmatic media will grow significant shares over other digital media and clients will be more in control on how and where the money is spent, lifting a critical barrier to adoption.
" Digital marketing offers invaluable opportunities to assess which element of a company’s strategy is working and which is not-in real-time. "
Our marketing strategy is completely hybrid. Businesses are increasingly relying on digital marketing to increase sales and make the brand relevant. Most of the big companies have opted for digital marketing campaigns and seen big successes. All brands are trying to do a better job of tracking the return on investment (roi) for their marketing efforts. Digital marketing campaigns are no different. There is a thin line between online and offline which is blurred–and in some ways, have disappeared entirely–digital marketing has evolved into a much larger, and much more exciting space. Now, for any live event we can have more people-reach than ever before. And just as offline events can drive social chatter, digital community insights can inspire real-life promotions.
Digital campaigns create an environment in which the consumers are moved to share what they’re experiencing, feeling, seeing or touching –often via their smartphone or tablet devices. Thus, effective digital efforts today are mobile by design. It’s important to note that digital will continue to grow into its own identity. Forget all the trend words—buzz marketing, engagement marketing, impact marketing, digital marketing —hybrid marketing is the term marketers will adopt in 2016.
The younger sets of employees we have are really tech savvy. They are heavy users of social media and are always connected. It is easier for them to adopt new technology and tools which a company deploys. Due to their regular interaction with gadgets and the internet they come with a lot of tech know-how. We also have training and workshops for employees to improve and upgrade their technical knowledge. It is important for every employee to be equipped to handle the digital revolution and accept newer and more efficient technologies. We are also encouraging company spokespersons to use social media like facebook and twitter to have regular engagement with external stakeholders
We are looking forward to employing or activating different channels to see how we can get our range of products displayed, how brand values can be portrayed, how to use social/digital media as a powerful platform for addressing the causes of grievance of customers within a short time span. Social media and mobile marketing play a very important role in today’s life. Even in b2b marketing we are still addressing an individual like an it head, cio or cxo. Hence a lot of consumer marketing tactics are relevant even in b2b space.
Our social media strategy is not confined to simply making it a means of promoting a product, it goes beyond that. It covers different aspects of support, experience with the brand and also increase the potential of refining our products.
Mobile advertising has quickly evolved from simplified sms campaigns, to video, interactive, and experiential campaigns. In today’s marketing environment, marketers must consider all formats when crafting a mobile campaign. Almost all of our b2b target audiences are heavily engaged on their mobile devices. It is important to reach this audience through effective targeting and right positioning of our products and solutions and mobile advertising goes a long way in reaching them.
In our experience, we have found that these platforms have helped us to respond much faster as it cuts through the clutter and brings about an immediate change in the consumer’s mindset based on the experience he gets from the service delivered by acer.
" Digital has turned the marketing world upside down by keeping things simple and getting to the root of the matter. "
The categories of b2b and b2c have fallen by the wayside, largely without any fanfare. It was assumed that selling to corporate accounts involved larger deals and longer sales cycles. It was sales and marketing’s job to generate leads, build the pipeline and grow relationships. Conversely, selling to consumers was believed to be more transactional in nature, with shorter sales cycles loaded with impulse purchases. Consumer marketing was less about relationships but a higher focus on loyalty to the brand.
These separate tracks led to complicated messaging and convoluted buying paths as marketers started to plan different tactics and strategies to address each segment. So much time wasted. This artificial dueling banjos approach of the past ignored that both groups were simply buyers. There was always a common denominator. Simple is smart. Here are some universal truths about all buyers:
# buyers want to feel like they are in control of the buying process
# buyers seek the best information
# buyers want transparency
Digital has turned the marketing world upside down by keeping things simple and getting to the root of the matter. Digital has put all buyers in control of the buying process. Information is instantly available.
Thoughts about the digital world which will drive roi and revenue without false dichotomies:
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!
Rajesh Nanarpuzha 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.