Writer’s Alley

How to achieve effective self-regulation for fantasy sports

The traditional advantages of self-regulation, when juxtaposed with government led regulation, are amplified in the context of fantasy sports
The guiding principles adopted by the paper however, do little to resolve the tension created by such state-level regulation.

Why brands need to be agents of positive impact in 2021

To truly stand-out, marketers need to be able to break through the clutter and learn to connect with their audience

Marketing is a very environment sensitive activity so it’s essential to identify how precision and agility can go hand in hand with the newly evolving consumer.

Blogger’s Park: Making a mark

Today, creating a brand logo is rather complicated

Logos are considered extremely valuable financial assets that have the power to create tremendous value for businesses

How D2C is likely to shape the eCommerce industry in 2021

More businesses are looking to online as a primary form for conducting business

With losses incurred in almost all sectors, the eCommerce industry is also geared towards making changes in the price of products by offering discounts and offers

Why 2021 is the year of more marketing than ever before

The significant shifts in consumer behaviour and spending, and sudden acceleration in technology adoption have paved the way for new trends in the upcoming year

Last year taught companies that agile methodology should be at the heart of every business strategy, let alone marketing.

Why India is indifferent to the data privacy issue

The action taken by different countries suggest that there is a need to activate a strong Data Privacy Act in India to safeguard the information of their citizens and protect their data privacy

There are only 12 non-EU countries that have data protection laws considered adequate by the EU.

Blogger’s Park: Breaking through consumer inertia

In light of the Sebamed campaign controversy, some lessons for marketers

Unlike in the US or UK, Indian brands usually refrain from naming the competition, given the legal quagmire you can get dragged into

Work That Speaks | Ad Reviews | 1 to 7 Feb 2021

Brands that cut through: ABP, TORF, SkinKraft, Apollo Tyres, Sebamed, Neobar, SBI General, Lodha, Kalyan Jewellers.

Brand campaigns that deserve to be in the spotlight this week.

Work That Speaks | Top 10 Ads Video Countdown January 2021

View the best Indian brand work from the month. Featuring: Benetton, TrueCaller, Population First, Lux, Pampers, Jos Alukkas, Parle G, Tata Sky, Byjus, Aisle.

Brand campaigns that deserve to be in the spotlight this week.Brand campaigns that deserve to be in the spotlight this month.

How machine learning is a ‘requisite’ for ad fraud detection

Finding attribution manipulation can be problematic and estimating an analogical behavior of the traffic to a constant is merely impossible

The objective behind the mere click manipulation is to hijack the last-click attribution model for monetary gains.

Organisational Resilience: The secret sauce to success in unprecedented times

Any crisis is an opportunity for those who cultivate a resilient organisational culture

The entire culture of an organisation can get transformed if a small group of senior leaders or enigmatic individuals model the behavior associated with resilience

How the wellness market in India is witnessing a meteoric rise

With the Covid-19 pandemic having put a premium on our body’s immune defences, people are beginning to understand the benefits of preventive healthcare and overall well-being

According to Numb Research – an Indian market research firm – India’s 443 million millennials spend an average of Rs 4000 per month on health and wellness services and products

Blogger’s Park: Lifting the spirits

How Indian alcobev brands can get innovative at marketing

Analysing the changing customer dynamics helps brands innovate

Work That Speaks | Ad Reviews | 25 to 31 Jan 2021

Brands that cut through: Byju’s, Lux, Britannia Good Day, Benetton, Amazon, Practo, Shyam Steel, OYO, MakeMyTrip, Bingo, Sting.

Brand campaigns that deserve to be in the spotlight this week.

Spends versus ROI: The tussle for OTT mediums

A report by PwC indicates that India’s OTT video market is expected to grow at a 21.8% CAGR from Rs 4464 crore in 2018 to Rs 11976 crore in 2023

With the audience changing their entertainment destination to OTT, the platform has also received a major push in the brand advertising traffic

How the tech era has ushered in new preferences and acceptance in online gaming sector

The booming gaming sector has also attracted a large number of startups, that are further propelling the market growth

The Online Poker Industry in India is currently worth Rs 400 crore, which can be credited to the digital advancement in the segment.

How marketers will deliberate and utilise evolving trends to create impactful and well-meaning campaigns

Given the transition consumer needs underwent during the lockdown, and the current 10% market recovery rate, success will follow for those brands that dovetail relevance and relatability in their mark

Reviving and re-building a mutual connection between brands and consumers has proven to be a challenge in 2020.

Blogger’s Park: Steering M&E back on track

A look at the key expectations from Budget 2021

Given the evolving business models (such as the move to B2C), there is a thrust on consolidations within the M&E industry

Work That Speaks | Ad Reviews | 18 to 24 Jan 2021

Brands that cut through: Aisle, Parle-G, Glance, TrueCaller, Pampers, Omnigel, Tata Coffee Grand, Tata Capital, Star Sports, Weikfield.

Brand campaigns that deserve to be in the spotlight this week.

How social commerce is redefining India’s e-commerce ecosystem

India’s social commerce sector, which is a $1.5 to $2 billion Gross Merchandise Value (GMV) market today, has the potential to grow to $16 to $20 billion in just five years

A Bain & Company report states that small sellers make up 85% of all social commerce players

How Indian tech companies need to plan a way for sustaining and growing business in 2021

While the pandemic has been a tough and gloomy reality for the world economy, it has emphasised the critical and important role of technology in today’s day and age

New age technology can be used to automate business processes

What is the maker or breaker of a brand

A big mistake many businesses make is that they assume positioning is just a marketing strategy

Without proper differentiation, there is no valid reason for people to choose your brand over others

Trends that will shape the D2C ecommerce space In 2021

In 2021, we can expect several trends that took off in 2020 to make further headway as the world learns to recover after the pandemic.

Another consequence of universal Internet access is the demand for personalised shopping experiences.

Blogger’s Park: The cost of burnout

Just a ‘Mental Health Day’ is not enough

It requires a concerted effort by every organisation to get to the root causes of burnouts and breakdowns, and not just solve them at a superficial level
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