Ingredients for building a data driven marketing organization

It’s been awhile since Clive Humbly coined the quote ‘Data is the new oil’ in 2006. In the last few years I have personally heard many C suite executives and senior marketers reiterate the need to build data driven organizations. At the outset it seems like a no brainer, why wouldn’t one take strategy, product and marketing decisions based on insights that may have handy based available data?

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Evolution of Brands: From campaign engines to storytelling

Brands have been so used to thinking about long duration campaigns, when the consumer is obviously asking for a daily conversational content. To evolve and have a great ‘Content Strategy’ for Social Media, a brand needs to transform themselves to think like a ‘Publisher’. It’s almost like owning a daily newspaper or a news channel and figuring out what will you talk about next. So what is the journey that needs to be taken by a brand to become a great storyteller?

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The Futility of manipulating online Influence

I have seen many people falling into the trap of cosmetics of social media like scores, followers, reach etc. but what they don’t realize is that at some point online fame will meet offline reality and it will be tested. Don’t get me wrong I am big believer in metrics and I think all influence measuring companies like Klout, Kred, Peer index are onto something big here. I am definitely not in the camp of tool bashing just because some people manage to manipulate them.

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