A former colleague at Myntra, the fashion e-retailer, once expressed, “Why bother with static customer segments in a digital business? The person buying an expensive dress for New Year’s also buys inexpensive walking shoes.
By its very nature, a strategy is about predicting and charting a course for the future. Which means, strategy is hypothesis, not fact, and conjecture until validated.
The digital world grows more important, and more confusing, with each passing year. The alphabet soup of acronyms keeps getting thicker and murkier—SEM, ASO, CPI, CPA, CTR, RTB, AR, DMP, SMM, SMO, UX, OTT...
If your ERP or CRM systems are software, so is your customer-facing website, right? Wrong. Think of it more like a retail store or service centre.
Integrated marketing communications as a concept is simple and powerful, and yet under-utilised by today’s digital marketers.
There is no reason anyone would want a computer in their home, predicted Ken Olsen, founder and CEO, Digital Equipment Corporation—the foremost computer company of its time—infamously.
In 1983, Stanislav Petrov was on duty at a Soviet nuclear early warning centre, when computers warned of five incoming missiles.
In the short history of computing, machines have crept ever closer to humans. In the early days, they occupied an entire room for computer-operators to enter.
The industrial revolution moved manufacturing out of homes and into factories, with larger machines that were powered by rivers and water wheels, and later steam engines. Technology changed working life radically as a result.