What is the essence of digital marketing? With its use of data and targeting, the digital marketing aspiration is to engage an individual customer
Before scaling up marketing, scale down to one customer
Top 5 Digital Marketing Mistakes We Saw in 2019
In 2019, we saw a few common patterns emerge from the mistakes that marketing teams were making.
Are Customer Segments Obsolete in the Digital Age?
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.
Strategy by PowerPoint is Dead
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.
Time to get serious about your online business
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...
Does your team have a digital orchestrator?
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.
The No. 1 Reason Digital Marketing Campaigns Fail
Integrated marketing communications as a concept is simple and powerful, and yet under-utilised by today’s digital marketers.
In an AI future, our main job will be to relearn, unlearn and keep on learning
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.
For the future of artificial intelligence to be bright, the skills needed are human
In 1983, Stanislav Petrov was on duty at a Soviet nuclear early warning centre, when computers warned of five incoming missiles.
Machines and humans—how well they work together may be the key to our future
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.
