Tag "marketing"

Bridging the gap

Pam Didner, author of Effective Sales Enablement, shares her perspective on how sales needs to treat marketing as a hidden sales force, while marketing can leverage sales as another marketing channel.

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making every opinion count

While big data is a crucial parameter to understand customers and their behavioral patterns, it is no longer the holy grail. To distinguish themselves and offer superior customer experience, companies need to make sense of the unstructured data that will help them measure the intangibles—emotions and influencing aspects. However, as Steve Jones said, making sense of unstructured data isn’t about technology, it’s a business challenge.

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value core

In his book Breakout Growth Strategies for Emerging Markets, Professor Jagdish Sheth draws the contours of the 4As framework—acceptability, affordability, accessibility, and awareness—and explains how these can effect transformative change and spark reverse innovation. This outside-in customer-centric approach, which is the foundation of this piece too, is a sure-shot path to gain competitive edge and drive continuous growth.

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marketing forgot him— and that shows

Whether the concept of positioning is thriving or has gone the way of the USP and the dodo may be arguable, but Jack Trout’s most important work was perhaps his 2006 book, In Search of the Obvious, aptly subtitled The

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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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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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obey the digital illusion

It is time for online marketers to delve deep into the human psyche to understand today’s digital savvy consumers, believe Soumick Nag, IMRB-Kantar, and Rohan Gupta, Future Brands.

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the native edge

Shamala D N, InMobi, elaborates on the need to understand the context for creating effective mobile native advertisements.

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