The Next Act for CMOs
I have been reading with great interest about how the role of the CMO is changing and evolving. The base data used in all the headlines is alarmist. Sample some of the headlines I came across – ‘CMOs, You Have 23 Months to Live” (Ad Age), ‘The Most Dangerous Job in Business: The Chief Marketing […]
Leading with creativity, not technology
The idea of leading with creativity and not technology coming from a professional who is offering Martech solutions as one of his key services might sound blasphemous. But meeting after meeting (and there are too many of them), I hear senior professionals dive straight into executional and tactical stuff. Almost always when my team presents […]
Connected devices will drive connected customer experiences
The future of customer experience is staring us in the face. Augmented Reality will bring the store into our homes. Chatbots will become intuitively conversational. 3D Printing will deliver customised and locally made goods. Mobile & wearable devices will become embeddable. Biometric and embedded payment systems will become passé. Blockchain technology will help end fake […]
In the digital world brands are much more in your face and not so much in your mind
As budget 2020 turns out to be a non-event and a lot of focus is still on Kunal Kamra’s encounter with Arnab Goswami on an Indigo flight, I could not help but think about how our biases have taken over professional etiquette, acceptable social behaviour and plain old common sense. I have no intention of […]
The conundrum of creating connected customer strategies for India
The current buzzwords in marketing seem to be connected customer strategies. Many books and articles are being written on the subject. But how true is all of it and how practical is all of it especially in India? Yes, I know it is a rhetorical question. We know the answer. We also know the challenges. […]
10 Marketing trends for 2024
The pace of change in customer behaviour is huge. A lot of this is enabled by technology and customer bench marking of experiences now cuts across categories. Competition can be anyone and can be anywhere. Crafting marketing strategies is no longer just an annual ritual. Sure, one needs annual benchmarks and guidance, but things are […]
Brand Loyalty is passé, Customer loyalty is the future.
The concept of brand loyalty is a dying one. Consider the fact that when you search for a product online, you are bombarded with messages from five to ten brands trying to convince you why they are better than the rest. Sure, there is brand pull and brand salience but after that elimination at least […]
Nike is at the forefront of redefining retail experience
I hate it when the same brands come up when we think of innovation and future design, but I guess that’s why they are the marquee brands for which customers are willing to fork out a huge premium.On my recent trip to LA, I went to a Nike store at Del Amo Mall in Torrance […]
Exit CRM, Enter CXM: Why Customer Experience Matters More?
EXIT CRM. ENTER CXM. WHY CUSTOMER EXPERIENCE IS THE KEY FOR BUSINESS SUCCESS? We live in an era where acronyms signify expertise or the next big shift in technology. From a marketing perspective, CRM was an acronym that resonated for almost two decades. But times are changing. Today, marketers are in a race to deliver […]
Essential Guide to Mastering Intent-Based Marketing
In the early part of the evolution of marketing as a discipline, there were a lot of theories and strategies. Almost none of them were backed by data. Today, in the age of big data, marketers have an ocean of information but are struggling with how to use it. They capture every interaction with their […]