Tag Archives: BRATS

key takeaways from India’s first online to offline attribution playbook developed together with analytics specialist lifesight

Understanding touchpoints that can influence a purchase is a necessary but challenging exercise. The complexity arises due to multiple factors, but largely due to the fact that consumers keep switching between touchpoints that are online and offline. For a marketer, it is critical to identify factors that influence brand and business outcomes across marketing touchpoints and prioritize advertising spends […]

YouTube is bringing a new education feature with dedicated landing pages for educational videos.

Targeting teenagers, Google-owned content sharing app YouTube is bringing a new education feature called Learning Playlists with dedicated landing pages for educational videos on topics like math, science, music and language, free from algorithmic recommendations. The free-from-recommendations Playlists would have organisational features like chapters around key concepts, ordered from beginner to advanced lessons to help viewers’ focus on their lessons […]

Indian Govt. targeting students by connecting them through social media platforms to HRD Ministry.

In an alarming move, the Indian government has taken a first step towards getting extremely close to the over three crore students across colleges and universities in India. Under the pretext of creating ‘social media champions’ across every educational institute associated with HRD Ministry, the government has proposed connecting students, colleges and the ministry to […]

Mandate zero charges on digital transactions for merchants: A disappointment among the digital payments companies.

The government’s move to mandate zero charges on digital transactions for merchants has caused disappointment among the digital payments companies and could also affect onboarding of new merchants, said a note shared with the press by the Payments Council of India, the industry body for such companies. The council has also recommended that if the government […]

Marketers weigh in on the problem with “purposeful marketing” today.

Raja Rajamannar, chief marketing and communications officer and president, healthcare business forMastercard, in an exclusively chat with Brand Equity’s Amit Bapna said “purpose is not just about going green or giving to charity” “The way in which consumers perceive and interact with brands has greatly changed in the last few years. We are in the […]

Industry’s changing directions, transformation of an ad ecosystem to a marketing ecosystem

In, on and around the Palais des Festivals in Cannes this year, expensive space has been occupied by companies like AccentureInteractive, IBM, Deloitte, Nielsen and Verizon Media (owners of brands like yahoo and AOL). It was clear who won the battle of the billboards, as creative agency chiefs found shade under these giant hoardings. Deloitte sort of […]

Startups are focusing on employee friendly culture at work.

Startup founders, who face long hours, huge workloads and a relentless pursuit of revenue and profitability, have another Key Responsibility Area of sorts — coming up with policies that keep young employees engaged and on their toes. Young CEOs at startups are getting as involved as their HR teams in rolling out initiatives as diverse […]

Young leaders acknowledge social media to build personal brands.

Young leaders have found a powerful partner in social media — from finding business partners via a tweet to mentoring and managing work on Whatsapp — and are fast becoming influencers themselves. Social media brings out a humane, authentic side to business, these young leaders say. “Social platforms provide a great opportunity for leaders to not just […]

Great companies don’t sell. They brand.

When was the last time you received an advertisement to buy an apple product? Apple is more than iPhone & Mac. Nescafe is more than coffee. Nike is more than its shoes. Coca-Cola is more than just a soda. It’s all about creating experiences and feelings for them. Now, that’s branding. In your marketing efforts to convert or create an experience, the […]

Amazon is now planning to offer “surveillance as a service”.

Taking its ambition of executing drone-based deliveries a notch higher, Amazon is now planning to offer “surveillance as a service” coupled with its futuristic unmanned aerial product delivery idea. Overcoming another hurdle before achieving its target, the e-commerce giant recently won a patent to construct a drone that woud be capable of performing surveillance and […]