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201 Results Found
  • Getting ahead in experience economy Oct 16, 2021 08:10 AM IST

    Getting ahead in experience economy

    Enduring value is vital to services marketing but is ignored in most discussions because marketers lay too much stress on here and now

  • Storyboard | redBus gets a post-pandemic boost from smaller cities and towns Oct 14, 2021 12:36 PM IST

    Storyboard | redBus gets a post-pandemic boost from smaller cities and towns

    redBus says it has seen an 80% recovery in bookings even though its core target group - salaried individuals - continues to work from home.

  • Storyboard | IPL and T20 World Cup are the starters this festive season Oct 13, 2021 05:01 PM IST

    Storyboard | IPL and T20 World Cup are the starters this festive season

    How brands and ad agencies plan to light up the ‘golden quarter’, and where the IPL and T20 World Cup fit in these plans.

  • Storyboard | Amitabh Bachchan & Kamala Pasand, SRK & Byju’s: A season of brand dissociations Oct 13, 2021 10:35 AM IST

    Storyboard | Amitabh Bachchan & Kamala Pasand, SRK & Byju’s: A season of brand dissociations

    While Shah Rukh Khan and Byju's seem to be 'on a break', Amitabh Bachchan has broken up with a paan masala brand he endorsed. Here's why celebrity and brand matches must be made more carefully.

  • SMEs must learn to do marketing with shoestring budgets Oct 09, 2021 07:32 AM IST

    SMEs must learn to do marketing with shoestring budgets

    Businesses face a tough situation today owing to the economic downturn as well as the proliferation of media and information all over. Here are a few ways to increase sales with limited budget and resources.

  • Storyboard | E-commerce companies’ festive ad battle plans revealed Oct 02, 2021 11:06 AM IST

    Storyboard | E-commerce companies’ festive ad battle plans revealed

    Leading e-commerce companies to spend over Rs 250 crore on ad blitz to promote festive sales.

  • Effective marketing requires decision on product category Oct 02, 2021 08:05 AM IST

    Effective marketing requires decision on product category

    It is important to figure out a cohesive product category name and plan your activities around that. And if you are in multiple product categories things get complex further.

  • Learn to share budgeting information for better outcome Sep 27, 2021 11:52 AM IST

    Learn to share budgeting information for better outcome

    The big challenge with marketing is that many of us are not comfortable asking the right questions regarding the value of marketing communication output.

  • Merging offline and online marketing is a smarter way to drive sales Sep 18, 2021 09:07 AM IST

    Merging offline and online marketing is a smarter way to drive sales

    E-fulfillment, or an electronic response, blended with traditional methods is the key to optimising a company's one-to-one marketing efforts

  • Storyboard | How media agencies are preparing to make the Fifth Quarter golden Sep 18, 2021 07:35 AM IST

    Storyboard | How media agencies are preparing to make the Fifth Quarter golden

    Ad executives share their plans to help clients reignite growth and beat the pandemic blues this festive season.

  • Hello World | Podcasting is on the rise; does it figure in your marketing mix yet?  Sep 15, 2021 02:46 PM IST

    Hello World | Podcasting is on the rise; does it figure in your marketing mix yet? 

    If you, or your company, have deep expertise in a field or have a unique spin to your craft, podcasting is a great medium to grow your brand.

  • Retaining customers most critical in trying times like now Sep 15, 2021 08:02 AM IST

    Retaining customers most critical in trying times like now

    Companies that are successful in understanding their customers' current needs and supporting their goals will retain more customers and reap the benefit of increased sales and higher revenue.

  • Storyboard | Who will win the social audio race? Sep 05, 2021 01:13 PM IST

    Storyboard | Who will win the social audio race?

    Decoding the growth of social audio platforms like Clubhouse, Greenroom and Spaces, and what we can expect from them. It's time to place your bets.

  • In digital era, content can make or break marketing Aug 25, 2021 08:27 AM IST

    In digital era, content can make or break marketing

    Experts say B2B marketers are more like publishers now. Media companies can offer good insights into generating and delivering content to the target audience

  • Storyboard Exclusive Interview: Meet Ogilvy’s global CEO Andy Main, the "outsider" scripting the legacy ad agency’s transformation Jul 31, 2021 06:58 AM IST

    Storyboard Exclusive Interview: Meet Ogilvy’s global CEO Andy Main, the "outsider" scripting the legacy ad agency’s transformation

    On his one-year anniversary in the role, Ogilvy’s global chief executive officer, Andy Main, talks about future-proofing the business, his “spirit connection” to David Ogilvy, and a world tour through WhatsApp, among other things.

  • The Invisible Hand Behind the Tokyo Olympics Jul 25, 2021 11:54 AM IST

    The Invisible Hand Behind the Tokyo Olympics

    The advertising campaigns and promotional events that sponsors usually mount in the months before the Olympics have been canceled or pared down, depriving Dentsu of what analysts say is one of the most lucrative parts of the sporting pageant.

  • Going global? Country-specific research will be handy Jul 24, 2021 10:06 AM IST

    Going global? Country-specific research will be handy

    Many companies are introducing marketing programmes or new products without sufficient understanding of the market, greatly increasing the risk of failure to expensive programmes while saving a few rupees in research costs.

  • Storyboard BTS: Zomato and Universal Music Group’s recipe for ‘Jalebi Baby’ Jul 24, 2021 08:31 AM IST

    Storyboard BTS: Zomato and Universal Music Group’s recipe for ‘Jalebi Baby’

    A behind-the-scenes look at the food delivery giant's partnership with rapper Tesher and brand integration in the hit track’s MV that coincided with Zomato's IPO.

  • How well are you handling your lead management? Jul 21, 2021 07:43 AM IST

    How well are you handling your lead management?

    Though the lead-tracking process might seem simple on paper, it does not hurt any marketing manager to double-check the assumption that "of course" information from all enquiries reaches the sales lead database.

  • Is AI a friend or foe to marketers? Jul 17, 2021 04:17 PM IST

    Is AI a friend or foe to marketers?

    Artificial intelligence is most effective as a co-creator. Left to its devices, AI can turn into a foe.

  • Driving growth: Are you making your customers happy? Jul 14, 2021 07:35 AM IST

    Driving growth: Are you making your customers happy?

    If a business is in the dark about how customers feel, it is unlikely that it will ever resolve any of their problems.

  • The importance of relationships in growing sales Jul 10, 2021 12:41 PM IST

    The importance of relationships in growing sales

    Marketers need to rethink the sales process and study the customer buying process. Terms such as 'relationship marketing' or 'customer-driven marketing' will be discarded as jargon or fad unless these are backed by a realistic understanding of the customer buying process.

  • Srikant interviews for a job, ahead of the launch of 'The Family Man 2' Jun 02, 2021 05:04 PM IST

    Srikant interviews for a job, ahead of the launch of 'The Family Man 2'

    Watch Family Man Srikant Tiwari ace four interviews and turn down every job he's offered.

  • Why are Nike Volts neon green, and what makes Pele's black-and-yellow Pumas memorable? May 27, 2021 12:25 PM IST

    Why are Nike Volts neon green, and what makes Pele's black-and-yellow Pumas memorable?

    Sneaker companies suffer red eyes, and more, just so that they find the right shade of pink, yellow or blue for their hot new collection.

  • Neglect of creativity is the data-driven marketer's biggest mistake May 25, 2021 12:29 PM IST

    Neglect of creativity is the data-driven marketer's biggest mistake

    Put ideas at the heart of the marketing profession or a robot will generate your ‘acceptably creative’ obituary

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