Write to us
Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.
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 is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.
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.
Purna Chandra Mahato
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.
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
Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.
It’s been just a few years or so since B2B enterprises took note of the impact of mobile, and started building tools to leverage it in their marketing. The Regalix global report on mobile marketing also found that a majority of the marketers - 67% to be precise - have been using mobile marketing for less than two years. However, these companies have long been using digital marketing tools in their marketing programs.
A Gartner report says digital has become mainstream for B2B marketers with digital commerce becoming top priority for them. The report goes on to claim that the line between offline and digital marketing is merging.
Vishal Tripathi, Research Director at Gartner India says, digital is a huge word and every company has its own definition of it.
“The problem is, B2B is just starting the mobile journey when the digital journey has already been embarked on by these companies. That’s not marketing, that’s more of a convenience piece fixed for the customer.
“But mobile no doubt is impacting fundamental market metrics. There is a lot of mobile-first traffic coming for B2B companies, but it is also increasing the bounce rate. At the end of the day, mobile requires customer engagement,” he said.
According to Tripathi, marketers who are just starting out on their mobile marketing initiative should focus on making mobile-friendly websites, launching separate apps for partners and customers, while being on top in the search list.
Serving rich media content like how-to videos or user reviews in search results is also one of the things marketers should try to do. With the advent of Periscope and Meerkat, marketers can live stream their conferences and talks more easily on social media. In terms of putting out local mobile campaigns, Tripathi believes companies can use the mobile platform to do more for their local business partners.
However, Tripathi said, for B2B marketers, IoT would be the biggest puzzle to solve. “It is going to be a huge part of the digital marketing eco-system. There has been a lot of talk about it in India but not much work. But I believe IoT would be more successful than other technologies that people have been talking about.”
State of B2B mobile marketing 2015
The world is going mobile, but B2B marketers are still lagging behind. According to the ‘State of B2B Mobile Marketing 2015’ survey.
Do you trust me? Brand's credibility heralds success of its mobile marketing
Mobile phones, unlike any other device, blur the line between personal and professional.