Academics - Page 105

Influencer Marketing : An Old Concept In A New Avatar - Aroop, IIM Trichy

How often have you seen your favourite blog inundated with ads or that most followed Instagram account subtly promoting different brands? Influencer marketing has been around for quite a while as a form of non-conventional marketing strategy used by smaller brands but with larger brands also entering the fray, the need for it becomes all the more pertinent. With TV viewership dwindling and Online Ads being easily sidestepped (courtesy ad block software) Influencer Marketing is coming back with a bang!

Aroop Sanyal01 Sept 2016

7 Property Management Challenges & Solutions

Ayda Jamar01 Sept 2016

Exit 30 Sec TV Spots, Hello 'Digital Commercials' - Views From Prabhakar

I chanced upon what I thought was a rather strange usage when I saw the words 'digital commercial' in one of the Indian advertising trade magazines on the internet today. Did they mean an ad on YouTube I silently thought, as I read on only to discover that I was right.

Prabhakar Mundkur31 Aug 2016

Adding Value Through Customer Loyalty Programs - Priyanka From IIM Lucknow

“Customer is the King.”

Priyanka Grover29 Aug 2016

When Entertainment Overtakes Product - Views From Prabhakar

When we grew up in advertising we were told that you needed to sprinkle a little bit of entertainment into a commercial for it to be likeable and effective. Now turn that axiom on its head. Take a piece of pure entertainment and sprinkle it with a little bit of information on a product. #RanveerChingReturns, the video for their brand Ching's Secret from Capital Foods has done just that. But there is no doubt that it is a spectacular piece of entertainment. So here goes another piece of communication that is a 5 minute video where a lot of creative people had fun, and now they are all going to call it 'digital' like every other 5 minute video. Which digital marketing guru might have predicted that the 5 minute video would be dubbed 'digital' just because it runs on youtube and only because television is prohibitively expensive. So youtube now has become a surrogate for very cheap TV, although I can't ever remember clients to have had enough money to run 5 minute videos either in cinema or TV even 20 years ago. And besides putting films on youtube helps you to call yourself a digital expert. (sic!)

Prabhakar Mundkur29 Aug 2016

Being Negative For Growth - The Conundrum Of Negative Interest Rates

At the recently concluded Economic Symposium organized by US Fed at Jackson Hole, Wyoming involving leading central bankers and economists from around the world, there was a growing clamor for more radical measures to fuel growth and inflation. The chief among them being negative interest rates being used in Japan & Europe to stimulate anemic growth.

Aman Jindal29 Aug 2016

A Marketing Guide To The Term 'Urban Poor' - Niteen, IIM Calcutta

“Poor can fake it. Rich can cheat. Middle class is the ultimate casualty”.

Niteen Bali29 Aug 2016

India Taking Another Step Towards A Cashless Society - Nikhita, IIM Ranchi

The number of cashless transactions in our country is really poor. It is 6 transactions per person in a year, also considering the fact that hardly 1.1 million out of 11 million retailers have infrastructure for card payments. However the number of people using smartphones is predicted to reach 500 million in next five years hence RBI has set its goal to tap into this segment and assist in making India a cashless economy.

Nikhita Basti28 Aug 2016