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20Mar2017

Market Strategy is not an exercise only for the big boys

It’s that time of the year when many companies are in their planning mode preparing for the next fiscal year. This involves zeroing in on the markets to address, the offerings to take to market and from there arriving at a target to pursue. Once this target is finalized for the different business segments, it is broken down into segmental plans, which leads to marketing plans.

This is an involved and significant exercise in larger companies occupying strategy and marketing teams for a few weeks. Obviously, the targets are huge and a considered approach is needed before fixing them.

20Mar2017

Behold the power of analytics

Do you get your kicks out of smart or intelligent products or services? I for one find them fascinating and get thrilled when Amazon.in or bigbasket.com recommends items that I’m likely to be interested in based on my previous purchases or when my Android phone keeps track of the flight I need to take. I find such information convenient whereas an Amazon ad featuring a book I searched for on their site, popping up on a news portal is downright annoying. The key is to be non-intrusive and give the user the impression that they are in control. An in—your-face approach will not work.

I came across two companies with very smart ideas and the outcomes are value-adding. The companies operate in different spaces and have used analytics in entirely different ways to grow their business.

20Mar2017

The measurement conundrum

How do I determine the effectiveness of white papers or blog or any piece of content for that matter? How do I demonstrate RoI of my content marketing efforts?

Sounds familiar? These are some of the questions that clients frequently keep asking us and rightly so. With the grudging acceptance of marketing’s contributions in running a business leading to improved budgets, marketing functions are under the radar more than ever and need to prove their efficacy. Gone are the days when brand recall, engagement and other such qualitative metrics suffice. Today management demands a clear correlation between marketing efforts and business results. And we go back to the root question – how do we meaningfully link marketing efforts to business outcomes? Let’s just consider content marketing for the purpose of this blog.

20Mar2017

Easy ways to generate content from what you already have

Generating content for regular communication with your stakeholders is the bane of every B2B marketer. One challenge is coming up with engaging and relevant themes that would excite your audience and the second is developing content assets.

Here’s where repurposing can help and play a huge role in reducing your stress levels and ensure that you actually produce useful content for your target audience.

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