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    As the Indian economy opens up after more than two months of lockdown owing to the COVID-19 pandemic, businesses will find themselves facing a new set of challenges. Generating sales at the shop floor level will be an uphill task due to lower footfalls and strict implementation of social distancing measures. Moreover, consumers will not be willing to spend money on shopping like they used to before the pandemic. Such a scenario will require your retail partners to work hard to achieve sales.

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    Posted by On June 3, 2020

     
  • Featured Posts

    The COVID-19 pandemic has changed the world of business in a span of a few weeks. As economies gradually open globally, businesses face unforeseen challenges for which they need to prepare themselves quickly in order to survive and thrive. At the core of all these challenges are the strict social distancing measures, which have made engaging customers and ensuring sales an arduous task.

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    Posted by On May 26, 2020

     
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    The dot com bust was the big bang of the digital universe! Despite closures, many new companies set afoot in the internet arena. Equipped with better understanding, they had in front of them a mature and net savvy market. With less competition and SEO itself in its evolutionary phase, back then it was much easier to fox the search engines and be successful without in-depth details of SEO for the website.

    Now, the tables have turned. Online businesses cannot take SEO lightly. Competition has intensified and search engines have become smarter, making life difficult for new internet companies trying to establish themselves. Internet 2.0 requires a fresh strategy to reinvent SEO that keeps new entities relevant in search engine results.

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    Peer-to-peer marketing helps brands tap their users’ social networks to boost salience

    The art of marketing in India is a challenge that is as baffling as it is exciting. Marketers can invest capital equal to the GDP of some countries into a complex marketing campaign that may fail to hit it off with the consumer base, while a simple campaign without frills and decorations may outdo expectations. In a country of over 1.25 billion people, it is never easy to predict what marketing strategy will be a hit with the masses.

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    Social Media is the king of digital marketing in the current scenario. It is where you post your videos to go viral, memes to do wild rounds of shares and likes, and where you vent out your frustration, share your joy and boast about your success. It is also the place where everything you do can make or mark your online presence. Considering this, we can rightly declare this year as the ‘age of social’.

    However, the irony is that even in the ‘age of social’ there are many businesses, which are not even thinking about investing in social media on the pretext that the medium is not for them. While, the fact is social media has almost 2 billion network users and that opens a door of opportunities for your business to grow.

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    Engaging your consumers with great content has to be a well thought out marketing tactic. We have shared this nugget with you time and again. Content marketing is the best way to not just engage with your consumers but also to share expert knowledge with them so that they can take a more informed and favourable purchase decision. It’s one of the prime reasons why, commercially, content marketing has been sighted as the most important digital marketing trend in 2015.

    It is needless to say that for effective content marketing your content needs to be flawless, interesting, and interactive so as to establish connect and drive engagement with the audience. A content marketer needs to understand the product, client requirement, and demographic and psychological profile of the target audience. Another important aspect of content marketing is to keep a check on what you are about to publish. A glaring mistake can mark your digital reputation, which could prove difficult to fix.

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    Social media marketing is not just a buzzword anymore, it has become a fundamental. In the last few years, social media has emerged not only as a platform but as a building block of brand promotion. Like the laws of physics rationalize the order of the universe, there are fundamental laws of social media that determine the social behaviour of people on the internet. Let us understand the five fundamental laws of social media marketing.

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    In this world of information overload, the future of reaching your consumers is peer-to-peer marketing. Buyers of today, rely less on the content created by the brands and more on recommendations from colleagues, friends, and the extended family. Peers influence the decision makers to a large extent when it comes to marketing. A source says that word-of-mouth recommendations from peers affect 92% buying decisions. That’s a huge number indeed!

    The best and the quickest way, thus, to reach your target audience is through people who can influence them. To achieve this you need to mobilize your happiest consumers and convert them to become your brand advocates who will become the voice of your brand. You can then use your advocate’s arena of influence to create massive brand reach. Advocates will personally recommend your brand, share positive reviews about you and may also share your brand content on their social media with healthy reviews and recommendations.

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    Marketers are shifting their digital priorities to social and mobile channels in 2015. They are focusing more on measuring the success of various mediums and then exploring the best option available. Revenue growth is the most important metric to measure success, followed by metrics that focus and highlights consumer satisfaction. The marketing scenario has drastically changed from what it was last year.

    In context of market trends that are catching up fast, here are the 4 keynotes that will help you improve your digital status in 2015 and beyond:

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    The digital era has changed the way people consume content and with mobile marketing catching up fast, brands and businesses have multiple channels to explore for communicating with the consumers. This has primarily made ‘being creative’ an important part of campaigns, initiatives and communication to break the clutter and stand out. But being creative alone won’t help, the campaign and communication needs to be effective as well.

    A creative and effective campaign is an outcome of marketers’ understanding of their target audience. Marketers’ level of understanding helps retailers expand their knowledge of the buying behaviour and specific needs of the buyers. This ultimately helps the marketers to be more personalised in their approach and contextual while engaging with their consumers during the purchase journey and after-sales as well.

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    Having an intuitive decision making ability in digital is good, but having an intuition backed by relevant data is even better. The same holds true for digital marketing as well. Once considered an intangible science rife with hit and miss tactics, digital marketing has now evolved into a quantifiable, data-driven function. No decision making and planning should be carried out today without collecting, integrating, and analysing data from external and internal sources – competitive research reports, audience interactions, click rates, digital industry trends, etc.

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    Geo-targeting has always helped marketers reach the right set of target audiences without much hassle. Facebook too, is enthusiastic about enabling marketers to reach their target audience based on the location. This is a useful feature, especially if you are a local business. Geo-targeting allows you to selectively publish your content for a particular chosen geographical area than to the whole world.

    To strengthen location or geo-targeting, Facebook now enables you to target users based on specific fields like addresses. All you need to do is enter a physical address or geographic location in the ‘Locations' field to target users in that area. For instance, let’s say you own a footwear shop in New Delhi and want people to visit your shop. You can simply type the address into your ad targeting and choose the target audience in and around the area of operations. Your ad will be visible only to those people.

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