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A content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
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.
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.
Meera Iyer, Marketing Head of Big Basket, talks about the importance of social media marketing and how it can be used for maximum benefit. She talks about the need for relevant content and the importance of timing a social media post.
Interviewed by Avanish Tiwary
The first objective is customer acquisition. Social media as a channel has the maximum number of your online customers actively engaged on it. Facebook is the biggest in terms of the sheer number of users. It’s like one channel where you, as a marketer, are able to reach the maximum number of people at one go. It is an attractive medium for e-commerce since you can reach out to people who are already online.
Another reason we use social media is for customer engagement. There is a huge appetite for rich content like videos, story experiences, infographics, and GIFs. We participate in all of these as it allows our users to share this content with their friends. It is great for brand building. Content could be anything related to our business, like a video about how we source our foods and vegetables.
We have gone the mass media route and mass media will always take the lion’s share of spend. As you’ll know, a TV campaign costs a lot of money.
I would say that of my entire digital budget, social media would constitute 15-20 %. However, I do see it increasing with time. Digitization is only going to grow in India and accordingly, the proportion of spend will increase in social media. If you look at it, even a brick and mortar kind of business overseas will have significant spending on digital marketing compared to traditional marketing. This is only because the profile of the audience has largely shifted online. But that is still not the case in India.
Snapchat is a very strong and interesting platform that has come about. Unfortunately, it’s not yet big enough and from the Big Basket point of view, it doesn’t have the kind of target group that we cater to. But we are hearing a lot about it and are waiting to see how the target group evolves.
We have started using Instagram since a year or so. It’s a very nice platform especially for people interested in food which constitutes a huge chunk of our business. On Instagram, we are also seeing a lot of interactions starting to take place.
In fact, I would say social media, led by Facebook, has cutting-edge technology as far as targeting is concerned. No other platform gives you the targeting options that Facebook does and what’s also great about Facebook is that they are able to track cross-device. People are many a time logged in from the website as well as from the mobile app, but the company is able to differentiate between them and is able to find out if it’s the same person who’s cross using. Facebook is possibly one of the very few companies that allow tracking of cross-device marketing.
I always tell my team that when it comes to social, you should ask two questions before you put up anything over there: why should people care and why they should share. If you are able to answer these two questions satisfactorily then go ahead. It is more dependent I would say on the content and the relevance of that content at that point in time than anything else. We had a post on Janmashtami that was a GIF with Krishna doing something and it did exceedingly well. But that wouldn’t work today as it was topical. So not just great content but great content that is topical is what will work.
Marketers are still struggling to find mature social media strategies: Results from the “State of B2B Social Media Marketing 2016” survey
The “State of B2B Social Media Marketing 2016” found that nearly 15% of companies still do not invest in social media marketing.
Social media marketing is a great cost-effective option for a brand
Kiran Veigas, Associate Director and Head - Corporate Strategy & Marketing, Happiest Minds
Working social media into B2B settings
Rajesh Nanarpuzha, Assistant Professor in Marketing at IIM Udaipur
We have quadrupled our budget in social media marketing
Raghunath Vijayaraghavan, Marketing Director, Aspire Systems
To be or not to be? B2B firms and social media
The author has a doctorate in marketing from IIM Ahmedabad. He is currently working as a marketing analyst.