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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.

Moulishree Srivastava

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

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.

Chandrashekhar Thakur

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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

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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.

Why should a B2B firm have a social media strategy or even a presence? This question often grapples most B2B companies. As Regalix’s data shows, B2B firms’ investment in social media is going up. This upward trend is a reflection of legitimate rewards of such practices.

What’s social media to my business?

Many B2B firms do not engage with social platforms believing that it is not of relevance for their business. Michaelidou and colleagues1 found that lack of identified relevance is one of the major barriers for adoption of social strategy at a B2B firm. To complicate it further, most B2B firms struggle to identify or adopt metrics to measure success of social media presence. In spite of these reservations, the data also shows that more number of B2B firms are engaging with social networking sites than before and this is likely to increase in future.

A study2 on B2B firms in the UK shows that perceived ease of use and image of social media also play a role in its adoption. Firms that view social media as an easily available option to use and promote themselves are more likely to adopt it. This perception may stem from their exposure to technology, industry and innovativeness as a work-culture.

So what if my business is on social media?

Social media is a powerful channel for customer engagement. Research shows that benefits may not always be as direct as sales, but could be even more intrinsic such as responsiveness of sales personnel. Agnihotri and his collaborators3 found that social media usage by sales people resulted in enhanced information flow between the organization and their customers. This resulted in a higher responsiveness from the sales team leading to tangible benefits such as customer satisfaction. Similarly, researchers4 have also found that B2B social media usage influences brand performance amongst its customers as well as customer-retailer loyalty.

As a real-time information exchange tool, social media allows organizations to create customer level value beyond instances of purchase. Andzulis and others5 have found that social media consumption at a B2B firm evolves over time and it graduates from being a mere presence (Facebook page, etc.) to active efforts to drive customers to such company pages; followed by social media being perceived as an extension of the sales channel and finally resulting in becoming a tool for value co-creation with customers, real-time engagement and facilitation of learning processes. At the final stage, social media becomes an enabler of a competitive marketing approach for a B2B company.

However, social-focused CRM practices cannot yield results in isolation of a customer centric approach – belief that customer engagement is the key to success – at the top management level. A paper published in Journal of Business Research6 shows that social CRM is influenced by the degree to which an organization is customer-oriented in its decision making and marketing approach. A company that has an overall customer engagement and support mind-set is more likely to view social media as a necessary apparatus for contacting and cultivating customers for future instances of purchase. They would also focus on other

on-ground and offline channels for communication. Hence, an effective social approach would begin by focusing on capturing customers across touchpoints and engaging them in a conversation.

References

  1. Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial marketing management, 40(7), 1153-1159.
  2. Siamagka, N. T., Christodoulides, G., Michaelidou, N., & Valvi, A. (2015). Determinants of social media adoption by B2B organizations. Industrial Marketing Management, 51, 89-99.
  3. Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.
  4. Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547-566.
  5. Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305-316.
  6. Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.