Gunjan Verma
Gunjan.Verma@exchange4media.com
@Gunjan Verma
Authors
Football mania captures marketers' fancy
Brands like Coke, Adidas & Airtel among others find immense opportunities to associate with FIFA World Cup to tap into a newer & a larger consumer base with the rising followership of football in India
Right Price Positioning: Gionee's game plan for India
With a clear strategy, Gionee has been able to establish itself with sales of Rs 500 crore and a market size of almost 3 per cent in the smartphone category as per industry analytics
From sensational to functional - the shift in the deodorant industry
With a total market size of about Rs 2200 crore, men’s deodorant category is witnessing a change in communication strategy with new entrants in the market
Selfies: a new tool for marketing!
As selfies become a new trend, the Selfie Generation rolls out new stories and also opens a gateway to many marketing opportunities for brands
Is Indian e-commerce transitioning to a hybrid marketplace?
E-commerce in India is gradually shifting to the marketplace-led model from the inventory-led model. Experts reveal the pros and cons of a hybrid marketplace
Perseverance gives you out-of-the-box imagination: Ankur Warikoo
The Groupon India CEO shares five out-of-the-box marketing initiatives, or deals, which made Groupon what it stands for today in the daily deals space
Experts throw light on the changing dynamics in media buying behaviour
With the focus shifting from mere reach to sharply looking at the customer, media buying agencies have specialised tools that look at the customer from every aspect, say industry experts
'Added reach' is what print media should aim for: Peter Masson
According to the Partner, Bucknail & Masson, to attain this added reach, there needs to be a relationship between the two - magazines & the internet - to monetise the opportunity resting with the merger
What makes Japanese ads different?
Japanese consumers do not like comparative advertising, the reason could be the close-knit nature of the Japanese biz & advtg communities, says Hitedo Yagi, Creative Art Director, Dentsu Tokyo
Are news channels our representative or are they repetitive?
In the race to beat the TRPs, there is a need to understand if our news channels are becoming a representative of our society or are they being repetitive of the 'hatke' news, say industry experts
"Youth today has no time to experiment what does not relate to them"
The youth today is quick, instinctive, energetic & impulsive. One needs to be very quick to adapt to the changing preferences & responses, say experts
Youth is no more an audience, they are a mindset, say experts
According to industry experts, today, youth is only looking at how a brand gets them to experience what they love, hence youth experiences have to be more evolved & more layered
From CSR to shared value - the new competitive advantage for businesses
The most powerful way in which a business can make an impact is through an evolved model, where it makes profit by meeting societal needs, says Michael Porter, at Institute for Competitiveness Porter Prize Strategy Awards
Make your message the medium: Industry gurus
With the communication explosion that is taking place, the line between various media is diminishing. Brands need to focus on the message rather than obsess with a 360-degree campaign
"Context advertising is the next big thing after location-based advtg"
Context advtg helps marketers bring together the activity of the consumer & the sensors of a smartphone in order to deliver meaningful, real-time experiences, say experts
Mobile mktg-specific campaigns result in zero spillovers, say experts
To close every loop of communication, a campaign should be specially designed for mobile & not be added as an accessory after the campaign is designed, say experts
"Context advertising is the next big thing after location-based advtg"
Context advtg helps marketers bring together the activity of the consumer & the sensors of a smartphone in order to deliver meaningful, real-time experiences, say experts
Mobile mktg-specific campaigns result in zero spillovers, say experts
To close every loop of communication, a campaign should be specially designed for mobile & not be added as an accessory after the campaign is designed, say experts
"Mobile media can turn consumers into brand ambassadors"
Mobile mktg offers high reach, segmented audience, location targeting, bringing consumers closest to purchase, besides covering media dark areas, say industry experts