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cover story

add in numbers

The native ad market is expected to grow to US$53B by 2020, according to a new study commissioned by Facebook’s Audience Network and conducted by business analyst IHS Technology… Importantly, APAC will record the largest increase in native advertising spend in next five years at a 177% compound annual growth rate between 2015 and 2020.*
However, its effectiveness is largely dependent on how well brands and publishers interpret big data. If harnessed well, it can lead to better targeting and provide specific contextual identification of the user.

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interview

the unseen key

Effective Ideation = The Right Focus + The Right People + The Right Environment + The Right Process + The Right Tools and Techniques + Right Choices. R Sridhar in his new book, Unlock The Real Power of Ideation, presents formulas such as this for companies to understand and successfully leverage the power of ideation.

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strategic stroke

The stationery industry in India hit a rough patch in FY 2016-17—in contrast to the 4-5% price increase every year, prices had to be reduced in many categories. Low inflation and low commodity prices, along with increased competition, posed tough challenges to companies like Kokuyo Camlin. Despite this, they stuck to getting the basics right and focused on building capabilities—leveraging technology, introducting new products, and setting up one of the biggest integrated manufacturing plants. All this, combined with their astute understanding of their little consumers, will give them competitive advantage when times are better.

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content, context, and conversations

As per B2B Content Marketing 2017 Benchmarks, Budgets, and Trends—North America, 70% of B2B marketers say they will produce more content in 2017 than they did in 2016 and 39% of B2B marketers say they will increase spending on content marketing over the next twelve months. Content is key for any marketing initiative to succeed. However, in the present world of information overload, content without context merely is a ‘low-test fuel, prone to knocks and stalls’. In this exclusive with The Smart Manager, Rutsky talks about how B2B companies can break through and lead when they control the context of the market conversations.

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