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Latest Articles in marketing

Marketing Trends To Trend In 2023

Over the years, brands have evolved the marketing space by changing the process and introducing innovative ideas. Here are some of those trends which are expected to grow in 2023

Marketing Playbook 101

Amit Tiwari

Opinion Columns

Want to use content marketing in a more strategic way and be more purposeful, outcome-based, and data-driven? How do you ensure that all of your ideas and action plans are incorporated into your marketing mix and ready to deploy as and when needed? A marketing playbook is the answer to all of the above

Conversational AI: The One-Shot Marketing Cure-All?

Rohit Chintapali

Tech

According to Deloitte, the global conversational AI market, which includes chatbots and intelligent virtual assistants, is slated to grow at a CAGR of 22 per cent between 2020 and 2025, touching USD 14 billion by 2025

Marketing’s Code Talkers

Kaushik Prasad

Opinion Columns

Often, complicated language serves as a smokescreen for mediocrity. Like Hans Christian Anderson’s The Emperor’s New Clothes, a lot of baloney escapes scrutiny when dressed up

How Tech Allows For A Holistic Approach In Contemporary Marketing

Poojan Ajani

Economy

The emergence of new technologies like big data, artificial intelligence (AI), blockchain and virtual reality (VR) has revolutionised the way brands market themselves

Marketing In The Metaverse

Shiraz Khan

Opinion Columns

The metaverse has got marketers both excited and confused, and they have begun readying their plans for reaching out to their digital-first prospects who will be more active inside the metaverse than outside.

Marketing To Hyper Current Kids

Sonali Bhattacharya

Opinion Columns

Nickelodeon is looking to hone its strategies to engage and inform kids in the most meaningful ways in the coming year

The Tyranny Of Scale

Ajai Kumar Dayal

Companies & Markets

Human to human interface has been the touchstone of relationships through the centuries and the challenge is how to grow without losing it.

Big Data, Big Chasm

Shubhranshu Singh

Opinion Columns

Digital transformation creates new possibilities for an organization be it innovations in products and services, better ways of working, and enabling nimble organizational models. But, often, a digital transformation fails because organizations focus solely on technology and are inattentive to data quality, people and processes.

Five Things That Mutual Fund Investors Must Do Now

Aniruddha Bose

Banking & Finance Personal Finance

With the recovery more or less fully priced in, investors remain as confused as ever. If this situation sounds like your own, here are five things for you to do (or not do!) right now.

Dark Roast Double Shot: Traversing Beyond Problem-Solving

Nitish Mukherjee

Opinion Columns

The thought that problem-solving and opportunity-optimising are entirely different ways of growing businesses stayed with me. Over the years, I have realised its wisdom and powerful influence.

A Letter From The Future

Shubhranshu Singh

Opinion Columns

Thanks to common data culture, the tyranny of this brand collectivism disappeared. In 2040, 0.5% share of the market became the minimum value share required to be eligible for existence as a discrete data unit. Even till then the brand‘s performance standards were legally tied to your microchips requirement assessments. You could opt in but not dictate.

Product Placement & Celebrities - “Caution” Or “Currency”?

Srinath Sridharan

Opinion Columns

Can the celebrities have change of heart or even ideology, when they grow larger in stature and have more fan-following ? Will they have to explain their change of position ? Who are they answerable to ?

Cadila, Bayer Extend JV Partnership For Three Years

BW Online Bureau

Health

The spirit of partnership in this joint venture has all been about channelling the core strengths of both Zydus and Bayer for the benefit of the patients