Guest Column
 

Guest Column: Conversational Commerce - will 2017 finally be the "Year of the Chatbot"? – Ishan Chatterjee, VML

By Ishan Chatterjee | 2016/Dec/02

As chatbots and Conversational Commerce continues to develop, I’m certain we’ll see newer and more innovative ways of brand – consumer communication and interaction emerge, writes Ishan Chatterjee, Client Solutions Director, VML SEA & India

Guest Column: Future of commerce is "Creative Commerce": S Yesudas, triggerbridge

By S Yesudas | 2016/Dec/01

The convergence of content and commerce is the next big thing that will happen to marketing in India. With the Digital India vision and the push for a digital currency ecosystem, the smart phone will become far more of a prized possession than ever before. With this also comes abundance of data, which will compel the marketers to create strategies to look at each impression as a transaction opportunity, writes S Yesudas, MD & Co-founder, triggerbridge

Guest Column: Demonetisation is a groundbreaking move and will benefit the country in the long run: Rohit Gupta

By Rohit Gupta | 2016/Nov/30

Demonetization is good as it will benefit the country in the long run. This will bring in plenty of cash into the banks, which can be directed to sectors which need funds. The sentiment around is pretty positive, but there is a bit of an uncertainty about what people are going to do. But a brave step will definitely come with some glitches at initial stages, writes Rohit Gupta, President, Network Sales & International Business, Sony Pictures Networks India (SPN)

Guest Column: Demonetisation and Consumerism - Naresh Gupta, Bang in the Middle

By Naresh Gupta | 2016/Nov/30

In a country where credit card is a status symbol, going plastic in transaction is not something that can happen overnight. Is this an opportunity for the brands to connect with consumers in new way? Can demonetisation become the new anchor for driving brand conversations? – writes Naresh Gupta, CSO, Managing Partner at Bang in the Middle

Guest Column: The importance of your personal currency: Ameer Ismail, GolinOpinion & dCell

By Ameer Ismail | 2016/Nov/29

Just like with any brand, building your personal currency too takes careful planning and strategizing. One sees examples of successful individuals who have used this concept exceptionally well everywhere – however, to create and use your personal currency, the only ground rule is that it must be interesting and focused, writes Ameer Ismail, Executive Director, GolinOpinion & dCell

Guest Column: Why should brands always look for hybrid agencies for Digital Advertising? – Rajiv Dingra

By Rajiv Dingra | 2016/Nov/28

I truly believe the future of advertising is digital and within digital, it is integrated thinking. Compartmentalization of social, media, creative, data analytics, technology etc only creates complicated team structures that hinder true collaboration and speed of delivery. Specialization without isolation is what is needed in digital and that will only come when people start thinking hybrid, writes Rajiv Dingra, Founder and CEO, WatConsult

Guest Column: Why should brands always look for hybrid agencies for Digital Advertising? – Rajiv Dingra

By Rajiv Dingra | 2016/Nov/28

I truly believe the future of advertising is digital and within digital, it is integrated thinking. Compartmentalization of social, media, creative, data analytics, technology etc only creates complicated team structures that hinder true collaboration and speed of delivery. Specialization without isolation is what is needed in digital and that will only come when people start thinking hybrid, writes Rajiv Dingra, Founder and CEO, WatConsult

Guest Column: Mindfulness is a way to reengineer effectiveness: Shailja Varghese

By Shailja Varghese | 2016/Nov/25

Varghese says that we have ignored the most important role and duty we have, and that is towards ‘oneself’

Guest Column: How brands revive consumers from email fatigue?-Kalpit Jain

By Kalpit Jain | 2016/Nov/23

The use of MarTech tools, brands can synchronise consumer data points collected through digital footprints and create detailed consumer profiles writes Kalpit Jain, CEO, netCORE Solutions Pvt Ltd.

Guest Column: Demonetisation's potential impact at the bottom of the pyramid - Habeeb Nizamuddin, IPG Mediabrands

By exchange4media News Service | 2016/Nov/21

The cost of disruption on account of demonetisation for brands and companies would be long term basis how the market dynamics play out. It could create entry points for newer players, create new definitions of essentials/non-essentials, restructure the dynamics of channel management, impact consumer behaviour possibly in an irreversible manner. The effects of these changes will be felt for a much longer time than the process of demonetisation itself, writes Habeeb Nizamuddin, CMO, IPG Mediabrands

Guest Column: Human Experience (HX) - Evolving the Internet of Things to the Internet of People: G Viswanathan, Red Fuse Communications

By G Viswanathan | 2016/Nov/15

The interactions in the real world are not just physical but have the potential to be emotional. And if we need to make it work, we need to quickly move from a UX (user experience) designing model to one that is HX (human experience), writes G Vishwanathan, General Manager, Redfuse Communications

Guest Column: What worked for content marketing this Diwali? – Neeraj Singhal, Outbrain

By Neeraj Singhal | 2016/Nov/14

With an increasing number of Indian consumers turning to digital platforms to research, and make purchases for their Diwali shopping, content has indeed become indispensable for brands hungry to attract and retain customers, writes Neeraj Singhal, Director-Sales, India, Outbrain

Guest Column: Demonetisation – A trigger to social & consumption behaviour change- Habeeb Nizamudin, CMO, IPG Mediabrands

By Habeeb Nazamudin | 2016/Nov/11

The pros & cons of such an action as we see this trigger to a larger systemic change impacting consumer behaviour writes Habeeb Nazamudin, CMO, IPG Mediabrands

Guest Column: It’s another day, another show for Times Now and Arnab: John Thomas

By John Thomas | 2016/Nov/03

Arnab Goswami influenced television journalism in India in his decade with Times Now. There is no discounting that. But it may now be time for him to learn management and business practices and conform, unlike when he could play the crusading editor-anchor and pursue an agenda to prove himself to those in the journalistic fraternity who did not take him seriously, so long as the business managers were satisfied with the viewership figures. That’s when the real games begin, writes John Thomas

Guest Column: Debunking the untruths of PR: Ameer Ismail, GolinOpinion & dCell

By Ameer Ismail | 2016/Nov/03

In an age where the complexity of navigating the marketing ecosystem is challenging, getting consumers attention is difficult and managing reputations and conversations are the need of the hour, effective PR can play a very important role, writes Ameer Ismail, Executive Director, GolinOpinion & dCell

Guest Column: Increasing relevance of commerce advertising as ad blockers usage grows: Prakash Sikaria, Flipkart Ads Group

By Prakash Sikaria | 2016/Nov/03

A series of ads that follow us like ghosts, apparently based on our searches, has haunted most of us and soured several people’s online experiences. They are intrusive, irrelevant and in-your-face. In such a scenario, ad blockers brought a sigh of relief for online consumers. However, for marketers and publishers it has become a worrisome woe. After all, a major chunk of revenues sites earn comes by running ads, writes Prakash Sikaria, Business Head, Flipkart Ads Group

Guest Column: Monetizing Video: Addressing the Digital-Native Publisher's Conundrum: Karan Gupta, CEO, AndBeyond.Media

By Karan Gupta | 2016/Oct/25

One of the biggest challenges that we presently face is understanding how the nature of content consumption and receptiveness towards content has changed writes Karan Gupta, CEO, AndBeyond.Media

Guest Column: Building a technology brand in 2016: Vartika Verma, CREO

By exchange4media News Service | 2016/Oct/19

Let data work in the background to increase relevance for your brand so that you can pave the path to creating beautiful and memorable interactions. Delight the customer because there are many more out there to lure your customers with baits, cash, offers and more, writes Vartika Verma, CMO at CREO

Guest Column: Move over Dhoni, Kohli... Sindhu and Co are here: Rajendra Khare, SureWaves

By Rajendra Khare | 2016/Oct/04

It is time for brands to move on and think beyond cricket, cricketers and, more importantly, male cricketers, writes Rajendra Khare, Founder, Chairman & Managing Director, SureWaves MediaTech

Guest Column: Rungs on the corporate ladder aren't lines on your CV: Lindsay Pattison

By Lindsay Pattison | 2016/Sep/20

Lindsay Pattison, Global CEO Maxus, writes about what a woman should keep in mind while climbing the corporate ladder

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