Oct 16, 2021 08:10 AM IST
Enduring value is vital to services marketing but is ignored in most discussions because marketers lay too much stress on here and now
- Oct 14, 2021 12:36 PM IST
redBus says it has seen an 80% recovery in bookings even though its core target group - salaried individuals - continues to work from home.
- Oct 13, 2021 05:01 PM IST
How brands and ad agencies plan to light up the ‘golden quarter’, and where the IPL and T20 World Cup fit in these plans.
- Oct 13, 2021 10:35 AM IST
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.
- Oct 09, 2021 07:32 AM IST
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.
- Oct 02, 2021 11:06 AM IST
Leading e-commerce companies to spend over Rs 250 crore on ad blitz to promote festive sales.
- Oct 02, 2021 08:05 AM IST
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.
- Sep 27, 2021 11:52 AM IST
The big challenge with marketing is that many of us are not comfortable asking the right questions regarding the value of marketing communication output.
- Sep 18, 2021 09:07 AM IST
E-fulfillment, or an electronic response, blended with traditional methods is the key to optimising a company's one-to-one marketing efforts
- Sep 18, 2021 07:35 AM IST
Ad executives share their plans to help clients reignite growth and beat the pandemic blues this festive season.
- Sep 15, 2021 02:46 PM IST
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.
- Sep 15, 2021 08:02 AM IST
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.
- Sep 05, 2021 01:13 PM IST
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.
- Aug 25, 2021 08:27 AM IST
Experts say B2B marketers are more like publishers now. Media companies can offer good insights into generating and delivering content to the target audience
- Jul 31, 2021 06:58 AM IST
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.
- Jul 25, 2021 11:54 AM IST
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.
- Jul 24, 2021 10:06 AM IST
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.
- Jul 24, 2021 08:31 AM IST
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.
- Jul 21, 2021 07:43 AM IST
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.
- Jul 17, 2021 04:17 PM IST
Artificial intelligence is most effective as a co-creator. Left to its devices, AI can turn into a foe.
- Jul 14, 2021 07:35 AM IST
If a business is in the dark about how customers feel, it is unlikely that it will ever resolve any of their problems.
- Jul 10, 2021 12:41 PM IST
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.
- Jun 02, 2021 05:04 PM IST
Watch Family Man Srikant Tiwari ace four interviews and turn down every job he's offered.
- May 27, 2021 12:25 PM IST
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.
- May 25, 2021 12:29 PM IST
Put ideas at the heart of the marketing profession or a robot will generate your ‘acceptably creative’ obituary