Why online communities die

Why online communities die

Even the mighty Facebook, the world’s third largest ‘country’, and one that constantly gets press as an addiction, is no longer impregnable. A recent survey found US teens are ditching Facebook for Instagram; the latter has become the most preferred social network for the teenagers. Reports predicting Facebook’s demise have been surfacing for many years, variously […]

How Flipkart bungled its Big Billion Day: lessons for marketers

Flipkart 404

We are sorry to interrupt our regular programming to bring you this special post on a few critical marketing lessons from Flipkart’s ‘Big Billion Day’ fiasco. In this post, we observe how the basic rules of services marketing and brand building were ignored in conducting Monday’s event. This surprises us, as we simultaneously acknowledge and appreciate the enormous time, money and […]

The marketing composite

The marketing composite

The recent electoral victory of Narendra Modi-led BJP (as part of NDA) presents to us a good opportunity to understand a concept that is intuitively obvious to many, and yet is often ignored in commentary surrounding marketing and communications. Let’s call this concept the marketing composite, and see how it plays out. Modi’s campaign victory […]

Why campaigns fail

crowd audience

A large number of advertising or communications campaigns fail to achieve the desired results. Many of us are familiar with how a typical scenario plays out. After two quarters have elapsed in running a promising new campaign, it is realized that the sales did not grow as expected. The market share stayed constant or worse, […]

Evoc on communications

Communications

As social entities, organizations have an intrinsic need for effective communications. One of the best-known definitions of marketing places communications as the key link between the creation of value by a business on one end, and the delivery of this value to customers on the other. Customers are but one of the multiple stakeholders of […]

What is strategy

Strategy

Strategy, like synergy and sex, begets its legions of proclaimed experts. The Harvard Business Review calls its cartoon, Strategic Humor. Strategy can also be beguilingly easy to for an intrepid observer to call out as such. However, strategic choices, or the lack of one, are universally cited among the primary reasons for downfall of modern […]