STORYTELLER | CONTENT MARKETER | STRATEGIST

Artificial Intelligence and Machine Learning

We’re not strangers to the image of e-commerce monsters gobbling up traditional brick-and-mortar stores. eMarketer states that e-commerce sales will increase at four times the rate of retail sales this year bringing the yearly estimate to 23.2% for 2017. That is a disturbing statistic if you’re at the retail end of the spectrum. But, wait a minute. The very same numbers don’t appear as ominous when you note that online sales currently only account for ten percent of total retail sales. So, who emerges victorious in the battle between e-tail and retail? More importantly, are they really at war?

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Imagine the most efficient salesperson at your favorite store and how well they predict just what you would like to buy. Now imagine the same efficient salesperson, except it’s not just you she knows about — she knows about thousands like you and helps each of those yous with just as much precision. That’s an exceptionally watered down, oversimplified version of what personalization and AI mean to the eCommerce world. And if you’re competing with the Amazons of the world, that clever algorithm is your best friend.

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61% of the 2.4 billion smartphone users on the planet reach for their mobile phones within five minutes of waking up. Our latest report on mobile product discovery — based on 2 billion eCommerce interactions on our platform — revealed some interesting insights on how technology has impacted shopper purchasing behaviour on mobile. Here’s our take on what the data showed us.

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Fashion-tech, as industry pundits call it, has not just begun. Fashion has embraced almost every tech trend — be it wearable tech, social media and influencer marketing, or even VR and augmented reality. Fashion is constantly evolving and so are the technological trends that aid trade in this ephemeral industry. The impact of AI and technology in fashion, however, is a lot more enduring than the fugacious puffed sleeve or the suave smart watch (even Hermes couldn’t save this one). AI in fashion, has simplified the lives of brands and buyers alike. This post shows you how.

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Store windows and stylishly dressed mannequins make it easy to showcase the latest products when you’re in retail. When you’re online though, it’s a whole new ball game. Especially in the context of AI and machine learning, where products are ranked based on performance, how easy (or difficult) is it for brands to encourage product discovery for fresh, new arrivals in a product catalog that runs into thousands of SKUs?

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AI is touted as the next big thing in almost every industry. From agriculture to transport, there’s barely any industry that is yet to explore at least an aspect of artificial intelligence and how it can enhance it in some way. In the context of eCommerce specifically, the applications of AI go from bots and virtual assistants to its most widespread application — assisted product discovery.

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Content Marketing

9 out of 10 B2B buyers claim that online content has a major impact on their purchase decisions. Whether you sell a cold beverage or data encryption software, you can assume without demanding proof that your audience is looking for information about you and your competition online. A sure-shot way to intercept those buying considerations that lead to eventual purchases is through consistently produced, quality content. But how easy is it to actually do that?

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Social Media is the most popular topic among top digital brands and influencers according to a recently published report on digital marketing. The study that analysed tweets and blogs in the digital marketing space showed that a whopping 27% of the overall topic share of voice went to social media. It was followed, not very closely, by content marketing at 12%. Merely stating the need for a robust digital marketing strategy for brands under represents the extent of its importance. This is demonstrated by how brands, whether B2B or B2C, are allocating bigger budgets to digital marketing. We bring you 11 brands that have built digital marketing strategies that reflect a keen understanding of how their target audience has evolved.

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Have you ever made a mixtape for someone you ? Remember going through a few hundred songs and choosing the best few to include- how every song on the list had a reason for being there? We’ve been curating all our lives. Content curation is no different. As a curator, you sift through the content overload that exists on the web, to gather information and present it in an organized fashion for an audience that derives value from such information. But marketers are often confused about what to adopt as their curation strategy: whether it makes sense, how to split effort between creation and curation, and how to derive value from content curation?

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49% of B2B marketers believe that stagnancy in achieving results with content marketing occurs due to strategy issues: the lack of knowing what to do or even figuring out what to change, fast enough. That’s a worrying and confusing statistic because 72% of content marketers state that they owe their success to having a better content marketing strategy. Put these two together and there’s only one logical conclusion you can make of it: Marketers that have found the right content marketing strategy for their business are flourishing while the others are just as clueless. This post isn’t meant for the former. In fact, I’d be grateful if you guys could send over some wisdomous tips my way. It’s for the guys on the other end.

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Every year, CMI releases a highly anticipated commandment capturing the latest trends from the world of content marketing. This year, their B2B edition stated that a whopping 88% of B2B marketers use content marketing as part of their overall marketing efforts. A quick EpicBeat search on B2B content marketing threw up 142.4K pieces of content that were published in 2016 alone. We bring you the top insights, ideas and case examples for B2B content marketing to discover what it takes to create winning B2B content.

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Digital Marketing

With nearly 300 million boards on fashion and roughly 180 million dedicated to Food/Drink, Pinterest is clearly a favourite among consumers. But what’s interesting is how B2B brands are utilising the site to curate and create content that’s reflective of their brand and philosophy. Here we bring you 7 B2B brands that have totally nailed it when it comes to effectively using Pinterest to engage with their audience.

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According to recent research from Forrester, digital marketing spend in the US will reach $120 billion by 2021. Spread over paid search, video marketing, social media and other online channels, digital is expected to account for more than 46% of all advertising in the next five years. But what does this mean for brands, especially B2B vendors, that have traditionally relied on more conservative means of attracting their audiences?

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Snapchat has arrived and how! The visual networking platform of the selfie generation has seen phenomenal growth since its launch in 2011. Over the last few years, Snapchat has amassed 100 million active daily users who share an average of 9000 photos each second. For the millions of 18-24 year olds who make up 45% of Snapchat’s user base, this is now the place to be – and so it should be for brands targeting digital millennials. But content on Snapchat is fleeting and relevance needs to be established real-time. How do brands fit themselves into this unique, highly ephemeral narrative?

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With more than 400 million active monthly users and 75 million daily users, Instagram is clearly emerging as the undisputed leader of the social networks. It isn’t surprising that the visual networking site is projected to grow 15.1% this year, which is 5 times the projected growth for the social network sector as a whole. What is even more interesting is how brands on Instagram are using it to connect with their audience. We bring you a list of brands on Instagram that are using the platform in clever and innovative ways to give their audience a glimpse of who they really are.

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Data-driven Content

Every year, CMI releases a highly anticipated commandment capturing the latest trends from the world of content marketing. This year, their B2B edition stated that a whopping 88% of B2B marketers use content marketing as part of their overall marketing efforts. A quick EpicBeat search on B2B content marketing threw up 142.4K pieces of content that were published in 2016 alone. We bring you the top insights, ideas and case examples for B2B content marketing to discover what it takes to create winning B2B content.

Read More


Fashion trends change every season. What doesn’t change is the need to stay relevant in the minds of a discerning audience that has more than a lot to choose from. What does that translate to in the context of digital marketing?

Read More


61% of the 2.4 billion smartphone users on the planet reach for their mobile phones within five minutes of waking up. Our latest report on mobile product discovery — based on 2 billion eCommerce interactions on our platform — revealed some interesting insights on how technology has impacted shopper purchasing behaviour on mobile. Here’s our take on what the data showed us.

Read More


Marketing isn’t hard work. The hard work precedes it. It’s when you put your heads together to create a product that solves a real problem for your customers, makes their lives a little easier. Marketing that product then is simply a LOT of smart work. In this age of excess, how can brands and marketers ensure that they are noticed by their audience?

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Content marketing for financial services has evolved significantly over the years. Many financial companies today, realise the need to create relatable content for their customers. The numbers say it for themselves: 78% of marketers in the financial industry use content marketing. A survey conducted in the subject by Newscred revealed that 55% of respondents trust a bank more when it offers them useful content. We analysed over 64.6K content pieces published over the past year, using EpicBeat, to understand what kind of content works for the financial services industry.

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B2B Marketing Strategy

With nearly 300 million boards on fashion and roughly 180 million dedicated to Food/Drink, Pinterest is clearly a favourite among consumers. But what’s interesting is how B2B brands are utilising the site to curate and create content that’s reflective of their brand and philosophy. Here we bring you 7 B2B brands that have totally nailed it when it comes to effectively using Pinterest to engage with their audience.

Read More


49% of B2B marketers believe that stagnancy in achieving results with content marketing occurs due to strategy issues: the lack of knowing what to do or even figuring out what to change, fast enough. That’s a worrying and confusing statistic because 72% of content marketers state that they owe their success to having a better content marketing strategy. Put these two together and there’s only one logical conclusion you can make of it: Marketers that have found the right content marketing strategy for their business are flourishing while the others are just as clueless. This post isn’t meant for the former. In fact, I’d be grateful if you guys could send over some wisdomous tips my way. It’s for the guys on the other end.

Read More


According to recent research from Forrester, digital marketing spend in the US will reach $120 billion by 2021. Spread over paid search, video marketing, social media and other online channels, digital is expected to account for more than 46% of all advertising in the next five years. But what does this mean for brands, especially B2B vendors, that have traditionally relied on more conservative means of attracting their audiences?

Read More


78% of CMO’s see custom content as the future of marketing. Content has charmed its way into the lives of marketers everywhere and there’s no denying its importance. Though content has increasingly become integral to marketing, communicating its effectiveness continues to be a grey area that lacks clarity. How can you create content that is entertaining, effective and capable of breaking through the clutter?

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Fashion and Luxury Brand Marketing

The pervasiveness of the web has made luxury brands, that were once associated with their exclusivity and aspirational value, available to a growing class of consumers. This adds an interesting perspective to content marketing for luxury brands. Evidently, a lot of shopping decisions are influenced online but actual e-commerce purchases are yet to catch up. So how are luxury brands catching up to the demands of the ubiquitous consumer? 

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Luxury brands have these words and the emotions derived by them at the heart of their positioning. But what does that translate to, for present day marketing where purchase boundaries are no longer limited by geography? We bring you 9 content marketing examples by luxury brands that use their unique storytelling techniques to create riveting stories.

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Social Media is the most popular topic among top digital brands and influencers according to a recently published report on digital marketing. The study that analysed tweets and blogs in the digital marketing space showed that a whopping 27% of the overall topic share of voice went to social media. It was followed, not very closely, by content marketing at 12%. Merely stating the need for a robust digital marketing strategy for brands under represents the extent of its importance. This is demonstrated by how brands, whether B2B or B2C, are allocating bigger budgets to digital marketing. We bring you 11 brands that have built digital marketing strategies that reflect a keen understanding of how their target audience has evolved.

Read More


Digital marketing has extended the spheres of influence for a brand that is trying to get noticed by its audience. But what about luxury brands? How do you stay relevant, and be remembered, when your product is something that is purchased only once every couple of years?

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Fashion trends change every season. What doesn’t change is the need to stay relevant in the minds of a discerning audience that has more than a lot to choose from. What does that translate to in the context of digital marketing?

Read More


What’s to dislike about online shopping? There are the amazing discounts, the convenience of shopping whenever you want and the pleasure of leisurely going through the latest collections. But we all know that there’s more to shopping than just that. Sometimes it’s about the validation from a friend on how something looks or the joy of sharing shopping trivia while lazily browsing through the aisles of your favorite store. Those are the nuances of true shopping behaviour that Natalie Massanet tried to target with the launch of the Net Set App.

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Fashion-tech, as industry pundits call it, has not just begun. Fashion has embraced almost every tech trend — be it wearable tech, social media and influencer marketing, or even VR and augmented reality. Fashion is constantly evolving and so are the technological trends that aid trade in this ephemeral industry. The impact of AI and technology in fashion, however, is a lot more enduring than the fugacious puffed sleeve or the suave smart watch (even Hermes couldn’t save this one). AI in fashion, has simplified the lives of brands and buyers alike. This post shows you how.

Read More

Psychology and Behaviour

On an average, 500 million tweets are sent out every day, 30 billion pieces of content are shared on Facebook every month and Instagram users upload close to 40 million photos every day which garner 8500 likes and 1000 comments, per second. So, by the time you finished reading that sentence, around 1,80,000 tweets have been sent out and around 13,860 images of pouting selfies, cuddly cats and gastronomical delights have gathered roughly 30,000 comments on Instagram. It’s safe to say that there is a LOT going on, on the internet. We live in an age that believes and extols the ‘Share’. We’re sharing our lives, our thoughts, everything about us- online. But what makes us do it?

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The proverbial writer’s block is a favorite topic in content marketing circles. There are more than a few pieces that denounce its existence (*cough* writers are just lazy) and an equally impressive number that tell you “the <random favorite number> things that can cure writer’s block” in catchy Buzzfeed-esque conviction. So, what can really cure this condition that plagues most writers?

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