Tag: Digital Marketing

Digital Strategy For Start-ups: What To Look Out For

Digital Strategy For Start-ups: What To Look Out For

Column, Marketing
Author:  Asif Upadhye, Director at SPRD The future is now, and it is digital. Since the lockdown, there has been a 100% increase in online sales in India.  Digital marketing is highly accessible to businesses of all shapes and sizes and media marketing plays a key role in shaping how audiences engage with brands. With online shoppers expected to reach over 200 million by 2025, start-up industries establishing their media marketing presence are using a more integrated approach.  But how do you market to an audience you don’t know? Especially for start-ups, creating marketing and buyer personas is the first step towards answering this question! Everything from demographic details, the way the target audience researches products online, their go-to social media channels,...

Digital Antidote to Marketing Woes during COVID-19

Column, Marketing
Author: Vivek Pandey, VP, Revenue Strategy & Analytics – Times Internet. COVID-19 has been an unexpected wind in the sails for digital marketing platforms that were projecting solid growth over the last few years. Market uncertainty and the resulting economic toll is driving most marketers to capital conservation, thereby rerouting most conventional ad-expenses into the digital media. Impact of COVID-19 on the advertising expenses Marketing is still perceived as a cost centre at many companies and hence is also the first function to face the guillotine during a sudden shift to cost reduction. The current atmosphere of business inactivity and a crumbling market morale therefore, is fanning the embers for frugal marketing, with corporate frugalism at its highest in decades...
Why Brands Need Stronger Checks and Balances on Digital Platforms!

Why Brands Need Stronger Checks and Balances on Digital Platforms!

Business, Column
Every single print ad, outdoor campaign, or catalog goes through rigorous proof check by smallest to biggest agencies. Clients seek out an agency with best practices and experience who can handle their brand communication with necessary maturity but when the time comes for digital narrative lax attitude kicks in. I have often heard from brands “it is ok we will delete the post, how bad can it be?” Case Reference -1: Your Chairman will end up apologizing for your social media posts. This social media campaign posted by Kent RO Systems went viral for all the wrong reasons just because the agency and brand team clearly missed out on how derogatory it was. Not just KENT RO, but the celebrities endorsing the brand were also at the receiving end of people’s wrath.  This e...