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The 6 P’s of marketing are now the 2 C’s: ‘Customer Centric’

16

Feb 2016

The 6 P’s of marketing are now the 2 C’s: ‘Customer Centric’

Marketing has changed, but so has business. Remember the days when we thought B2B marketing was boring? Well, retail and consumer marketing is heading the same way. Although I wouldn’t call it boring, I’d say it is becoming more challenging, its B2B to the power of millions and hence more interesting. Technology has changed the scale and dimensions of each of the 6 P’s of...

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Why do you need to identify your hostage customers?

10

Sep 2015

Why do you need to identify your hostage customers?

  Hostage customers provide the most valuable insights if you can identify them. Caught between the devil and the deep blue sea, is how I describe the situation of hostage customers. They could be hostages to your locational advantage—compelled to buy from the only nearby source for certain products and services. Call them convenience hostages. Or, they may have signed up for a certain measure...

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The Mobile age is a reality – ignore it at your peril! By Rajat Sethi

10

Sep 2015

The Mobile age is a reality – ignore it at your peril! By Rajat Sethi

First there was the ‘Information Age’ and then the ‘Digital Age’ and now it’s the ‘Mobile Age’! Mobiles have totally changed the way we interact with the world and with each other and how we spread and consume information. There is no other communication platform that is so personal, pervasive and is always in proximity with us. And now, it’s becoming the most ‘persuasive’ medium...

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Why investors should worry about their investments in e/m-commerce

26

May 2015

Why investors should worry about their investments in e/m-commerce

For those who know me, my strong belief in the new models of business that are now becoming all pervasive is well known. While this belief still persists, what worries me is the amount of slack creeping into these businesses. So what is worrying me? It is the experience and delivery standards that are now becoming a part of the standard service. This is clearly...

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30

Apr 2015

Social Media – A Paradigm Shift.

“In the digital world where buyers are in control of self-educating, the marketer’s job is no longer to find leads: it is to help leads find you”. The above quote pretty much sums up the impact social media has. Be it FMCG products, Wellness products, Automobiles or even Healthcare, there is a transition that is taking place out there in the digital world and social...

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28

Apr 2015

Loyalty programs in India – The missing piece.

As I complete another judging assignment, this time for the Loyalty awards in the UK, the difference between leading international programs and those in India come across as pretty stark. Besides the judging one has had the privilege on working on some of the largest and most successful Customer programs in India. With this combined view from the ground level as well as the thirty...

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