The most important goal for mobile marketers

Selfie family

Speakers at the Dream 500 million smartphones event last week sought to debate on two important drivers for smartphone adoption in India. The first driver was pricing; the argument being that a smartphone priced at below Rs. 5,000 had a significantly higher probability of mass adoption in India. The second driver was language customization; or […]

Going viral the right way

Viral

As brand marketers continue to increase their digital marketing spends relative to the conventional media, their primary goal is to generate virality, buzz or word of mouth online – whether stated or otherwise. Digital marketing effectiveness is often measured by the number of people who viewed a brand’s communication (a video, website or a social […]

The buzz ripple

Ellen Oscar selfie

The 2014 Oscars gave us the most retweeted tweet ever – a fact that was reported widely in the news media subsequently. In that respect, the Oscars gave us a striking case study on how social media combines with the conventional news media – both online and offline – to generate pulses of publicity or […]

The problem with social media engagement

Social media

Marketers live and die by buzzwords. Engagement is one buzzword that has taken the intersecting worlds of marketing and communications by storm. Buzzwords that define a concept or seek to package an idea, as engagement is, find acceptance for two dominant reasons. The first is to adapt the traditional or accumulated knowledge base – the generally accepted […]

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, […]

Introducing Evoc

Intro

The sweeping and ongoing changes in the way people gather, process and internalize information have escaped only a few. The emergence of diverse demographic groups in a country like India is equally astounding. The average urban individual, once determined and armed with an Internet-connected device, can find and decode within hours almost everything she wishes […]