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Susan Joseph


Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.

Shubharthi Ghosh


Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.

Priscilla Thomas


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

Moulishree Srivastava


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

Avanish Tiwary


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

Priyanka Bhatacharya


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 Hegde


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

Rajesh Nanarpuzha


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.


Dyuti Mittal


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


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.

Purna Chandra Mahato


Purna Chandra Mahato is an artist based out of Rourkela, India. Trained in painting (fine arts) from Pracheen Kala Kendra, Chandigarh, Purna has participated in many prestigious exhibitions and artist camps. His paintings explore various aspects of colour, shade, textures, and strokes, while keeping to abstract themes; they strive for a spontaneity that is enjoyable to spectators.

Parul Gupta


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


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


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


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


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


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


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


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The author is currently a doctoral scholar in Marketing at IIM Ahmedabad. 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 is an MBA from IIM Indore.

Academic research in marketing increasingly extols the benefits of an integrated marketing approach. As the lines between online and offline marketing strategies continue to blur, marketing researchers have described the benefits inherent in bringing digital marketing to the strategic forefront.

As Edelman (2007) states, digital marketing is no more the periphery but the core, and organizations need to be cognizant about this fundamental change in approach. In integrating digital marketing into the overall marketing framework, marketing scholars have suggested broad directions, which are discussed next.

Freeing digital marketing from silos

Aaker (2008) has decried the organizational penchant to view marketing in silos. In describing marketing silos primarily as product silos and country silos, Aaker (2008) cites the silo based approach to marketing as replete with problems and a major determinant of lost opportunities. Particularly with respect to digital marketing, the author describes the silo based approach as a reason for under-allocation of resources to the digital marketing function and a cause for effort duplication. In describing it as a CMO challenge, Aaker (2008) envisions digital marketing as a centralized marketing function driven by broad brand and marketing strategies.

Digital interactivity at the center of marketing strategy

Edelman (2010) considers an understanding of the consumers’ decision journey and the tools needed to facilitate it, to be the cornerstone of marketing’s future. In discussing the role of digital marketing within marketing strategy, Edelman (2010) points to four key focus areas. First, digital marketing should help to coordinate customer activities in their digital purchase journey. Second, it should allow the customer to build their unique digital identity within the organization’s syndicated digital content. Third, organizations need to organize their digital content using a single portfolio approach, or risk escalating production costs and unnecessary duplication across product portfolios. Finally, organizations need to master intelligence gathering by gathering actionable insights on what customers are seeing, doing, and saying about their products.

Combining content marketing and b2b selling processes through marketing automation

Jarvinen and Taiminen (2016) cite the large number of marketing leads that fail to be followed up by sales departments in organizations as an example of the lack of coordination between the two functions content marketing and B2B selling. Especially in B2B settings, Jarvinen and Taiminen (2016) describe the benefits possible from a closer integration between content marketing and B2B selling processes using marketing automation software. The authors studies a large scale manufacturer of industrial goods where this integration has been achieved. Marketing automation software was typically used for lead classification, lead scoring, and for content development. Content marketing made use of external content delivery channels and internal content creation to move potential customer leads through the sales funnel. As potential customer leads moved through the sales funnel from suspects to prospects to leads and finally to deals, marketing automation software helped the organization to direct the leads to appropriate personnel in the sales organization. This in turn, allowed reduced lead losses and improved lead conversions significantly.


In summary, marketing scholars provide a compelling argument for bringing digital marketing center stage. From a CMO perspective, they point to the need for an integrated marketing strategy with digital marketing at its core. In doing so, especially in B2B settings, there is a need to operationalize digital marketing processes as a bridge between the sales and marketing functions. Going forward, digital marketing could well drive marketing strategies in organizations and CMOs will need to drive this change.

1. Aaker, D. A. (2008). Marketing in a silo world: The new CMO challenge. California Management Review, 51 (1), 144-156.

2. Edelman, D. C. (2007). From the periphery to the core: As online strategy becomes overall strategy, marketing organizations and agencies will never be the same. Journal of Advertising Research, 47 (2), 130-134.

3. Edelman, D. C. (2010). Four ways to get more value from digital marketing. McKinsey Quarterly, 6.

4. Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.