Marketing Section: New Rules of Branding

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Take a look at an interesting McKinsey Article

new_rules_of_branding

Digital & Analytics Section: Facebook open sources its cutting-edge deep learning tools

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In the spirit of helping everyone do artificial intelligence more efficiently, Facebook is giving away some of its seriously powerful deep learning tools for free in the Torch open-source library.

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Digital Section: Using decision tables to support contextual targeting in your UI.

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An ideal restaurant is where the concierge knows your name and sits you at your favourite table. That’s good targeting. There’s a big difference between this and having them say “You almost bought an expensive wine with your meal last time. How about it today?”.

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Digital Section: 10 Digital Marketing Predictions For 2015

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Social media advertising is getting stronger, digital platforms want businesses to provide more valuable content to consumers through data driven marketing, and if you don’t go mobile, you’ve already lost the digital marketing game.

Digital Marketing: Customer service meets digital through social media

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Customer service has emerged as the key differential in the extremely competitive environment we now live in. Those who have mastered it possess the competitive advantage within their industry verticals. Digital tools and processes play a very important role in this ecosystem.

Digital Marketing Section: Branding is not enough – 8 points for digital marketing engagement

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Marketers are sparked by digital change, but under budget pressure to prove the ROI of their ventures and establish strategic relevance.

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Digital section: Why Storytelling Is The Future Of Digital Marketing

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We witnessed this back in 2013 when Lifebuoy came up with Gondappa’s story to help promote their ‘Help a child reach 5’ campaign. Though, at the core of the digital story was a corporate social responsibility by Lifebuoy to raise awareness on handwashing and personal hygiene, with the larger goal being the eradication of diarrhoea in Indian villages, the film was not looked at as a CSR campaign by an FMCG giant.

Launched exclusively for its Facebook fans, it quickly spread onto other social networks based on its sheer power of storytelling. The 3-minute film by the soap brand raked in 1.5 million views in the first three weeks of being launched. It even found itself in second place at 16 million views in the list of ’10 most viewed ads on YouTube in 2013’. The ad has crossed over 19 million views till date.

Lifebuoy did not try hard to sell its soap, but it sure did make a strong emotional connect with the masses. The brand purpose was established.

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