Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li>In today's hyper-connected world, having a sound digital marketing strategy can help your brand grow by leaps and bounds.</li><li><keyword id="6303249" type="UNKNOWN" weightage="20" keywordseo="Agam-Chaudhary">Agam Chaudhary</keyword>, CMO, <keyword id="6303250" type="UNKNOWN" weightage="20" keywordseo="Digitalabs">Digitalabs</keyword> (A division of <keyword id="2911687" type="PERSON" weightage="20" keywordseo="Laqshya-Media-Group">Laqshya Media Group</keyword>) helps us understand a few things that marketers should take care of while working on <keyword id="2039693" type="PERSON" weightage="20" keywordseo="Digital-campaigns">digital campaigns</keyword>.</li></ul>Marketing takes a day to learn and a lifetime to master- <keyword id="248225" type="PERSON" weightage="20" keywordseo="Philip-Kotler">Philip Kotler</keyword>, American marketing author In the era of Yays Or Nays, digital marketing is the magic wand you need to make your business, flourish. There are no two ways about it. But if you don’t have a robust and thoughtful digital marketing strategy in place, it won’t yield any effective results. Now, to build an effective digital marketing strategy for your business, you need to understand 'what to do' and 'what not to do', even more. The best practices are constantly evolving in this field. You as a digital marketer should not only relish the latest trends but also carefully implement them to your business tactics, as and when needed. So, along with learning the opportunities, you need to learn about the pitfalls as well. The first and foremost step in grasping the trends and thus developing a cool strategy is to understand the fact, that not all content needs to be shared on all the social channels. Every social platform has its own set of audience. And they have their own set of expectations and demands. (Source: The Pixel) Twitter is a platform for influencers/ people with strong opinions on trending topics whereas Facebook is more of a casual platform for mass. Instagram is a chick platform whereas LinkedIn is strictly professional. Let’s have a quick look at the chart for a clear understanding <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Platform </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Demographics </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Best For </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Suitable Content-Type </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Downside </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Facebook </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">310 million India is the biggest user Age: 15-55 Maximum Female </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Building brand loyalty </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Videos/ GIFs, curated content and long post formats </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;"> Reach depends on budget and geographical targeting. Highly mixed and scattered. </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Instagram </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">120 million India is the 2nd largest user Age: 16-35 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Lead generation for retail, art, lifestyle, food, entertainment, health, fitness and beauty businesses (B2C) </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">High-res photos, quotes, innovative stories, videos (short formats) and IGTV videos </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Images and videos only. Limited reach. Influencer-driven </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">LinkedIn </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">71 million India is the 2nd biggest user Age: 25-55 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Business development and networking. B2B businesses </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Job updates, company news, professional and informative content, blogs, features, long-format videos </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;"> Fewer interactions and shareability </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">YouTube </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">265 million India is the biggest user All ages </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Brand launch, awareness and promotion. Service industry </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Videos (all formats), live streaming, bumper ads </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;"> Video only. Resource intensive </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Twitter </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">18.9 million India is the 3rd biggest user Age: 18- 35 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">News, trends, discussions, tactical posting and PR </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">News, blog posts, features, polls, short-format videos, contests and GIFs </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">140 characters or less </td></tr></tbody></table> (Source: Statista and Sprout Social) Once you decide on what to post and how to market on each social media platform, you need to focus on the craft of your content. To craft a bang-on campaign, you need to look for consumer insights and build the communication narrative accordingly. The communication (language + treatment + messaging) should directly hit their emotions. It should give consumers a solution to their problems. It should satiate their need. Remember, the #ComeTogether campaign by Durex? <a href="https://youtu.be/q74NsOsVIC4">https://youtu.be/q74NsOsVIC4</a> The campaign aimed at creating awareness about orgasm inequality by initiating a healthy and open conversation on culture and science behind the fact that 'sex is great when you #ComeTogether'. The insight behind the campaign:- As per the Global Sex Survey conducted by Durex in 2017, nearly 70% of women in India don’t orgasm every time they have sex. Durex leveraged organic engagement on tactical platforms like Twitter, Facebook and Instagram to conduct hashtag led conversations; involved female content creators, influencers, and advocates to convey the desired message effectively; and parallelly redirecting consumers from social channels to e-commerce platforms like Amazon to drive the sales of the inventory. The campaign was a big hit and garnered millions of views, huge engagement, high reach, killer impressions, and conversions. The overall campaign had 5 different hashtags and different phases. #OrgasmInequality <ul><li>Reach: 11 Mn+ </li><li>Impression: 24Mn+ </li><li>Engagement: 55,000+ </li><li>Users: 3000+ </li><li>Conversations: 7800+ </li></ul> #IFakedItToo <ul><li>Reach: 4 Mn+ </li><li>Impression: 9 Mn+ </li><li>Engagement: 178000+ </li><li>Users: 800+ </li><li>Conversations: 3600+ </li></ul> #FakeOrgasm <ul><li>Reach: 2 Mn+ </li><li>Impression: 4 Mn+ </li><li>Engagement: 185000+ </li><li>Users: 400+ </li><li>Conversations: 1300+ </li></ul>#OrgasmsDecodedWithPoojaBedi <ul><li>Reach: 2.5 Mn+ </li><li>Impression: 12 Mn+ </li><li>Engagement: 700+ </li><li>Users: 700+ </li><li>Conversations: 6000+</li></ul> #DurexMutualClimax <ul><li>Reach: 7.1 Mn+ </li><li>Impression: 30 Mn+ </li><li>Engagement: 1900+ </li><li>Users: 1900+ </li><li>Conversations: 14000+ </li></ul>Phases Phase 1: #OrgasmInequality - Durex India shared a statistic around Orgasm Inequality to ignite a debate around the same while roping in many female influencers Phase 2: #FakeOrgasm - Pooja Bedi addressed the issue and engaged the audience to make them share their personal stories and experiences Phase 3: #OrgasmsDecodedWithPoojaBedi, LIVE interaction with Pooja Bedi to validate the issue and t provide logical solutions Phase 4: #DurexMutualClimax - Finally, the product Launch - Durex Mutual Climax Condoms on social and e-commerce platforms To sum it up, I would like to suggest that to devise an impactful digital marketing strategy for your brand/ business, ask yourself a few questions <ul><li>What are your digital marketing objectives? </li><li>What digital platforms are your TG using? </li><li>What digital channels are your competitors using? </li><li>What kind of content you want to create for your brand?</li></ul>Last but not the least, follow a roadmap <ul><li>Research and insight</li><li>Planning the communication</li><li>Crafting the campaign</li><li>Deciding on the social platforms and content formats</li><li>TG and geographical areas</li><li>Driving sales on e-commerce platforms</li></ul>Look for your business needs and objectives and don’t just follow the herd blindly! - This column has been authored by Agam Chaudhary, CMO, Digitalabs (A division of Laqshya Media Group).

What (not) to do while devising a digital marketing strategy for your business

Young entrepreneurs having a keen interest in <keyword id="6356028" type="COMPANY" weightage="20" keywordseo="Sports">sports</keyword> are exploring new avenues for investing in the lucrative <a href="http://www.businessinsider.in/searchresult.cms?query=sports">sports sector</a>. Don’t believe us? Well, then you didn’t hear about the success several sports startups have witnessed in the recent times. 
 <keyword id="3067375" type="UNKNOWN" weightage="20" keywordseo="The-Football-Mind">The Football Mind</keyword>, a football networking website that got operational just three months ago, has gathered more than 5,000 users, around 500 clubs, 200 academies and 50 football associations on its platform by now. What new they have done? They have brought together football clubs, academics, players, coaches, associations and admirers of the game. Quiet interesting right? 
 
Pragnesh Krishnamurthy, an IIT graduate and chief executive and co-founder of The Football Mind says, "Popularity is directly proportional to sponsorship and that helps any sports club or association grow." 
 
Krishnamurthy further said that the sports offers an opportunity of around $200 million (about Rs 1,320 crore) in the country as India has more than 25,000 professional clubs, three lakh players and over 8.5 crore fans. 
 Devinder Singh Bhusari, another sports aficionado who quit his job with <keyword id="6356834" type="CITY" weightage="20" keywordseo="Indian-Oil-Corporation">Indian Oil Corporation</keyword>, and launched tennis firm Shaishya Edu &amp; Sports three years ago predicts a shining future of sports startups in India. 
 
He says, “More people are taking to sports not only as future profession for young students but also as exercise for busy working professionals and even housewives.” We can’t ignore his words, as these are coming from the man who has been associated with sports all his life. He is a former Asian champion in the under-14 category and a rank holder from the Association of Tennis Professionals, Gujarat. 
 
As reported by The Economic Times, the company, which had a turnover of Rs 95 lakh last year has around 225-275 players round the year. Of the players, 50 are business and working professionals, 10-15 are home-makers and the remaining are students. And the firm has already organised two Asian ranking tournaments and about 10 national level tournaments of various levels. 
 Tennis is another sport that has caught the attention of the middle and higher classes, says a <keyword id="50041" type="CITY" weightage="20" keywordseo="KPMG">KPMG</keyword> report. The study credits this trend to much higher disposable incomes and share of spending on educational and recreational activities, which is set to increase from 5% at present to 9% in 2025. 
 
Tuhin Mishra, managing director of Baseline, a startup which deals in sports marketing and licensing, said the overall sports industry in India has grown 10% from Rs 4,372.5 crore in 2013 to Rs 4,806.9 crore in 2015. "The global sports industry is growing faster than overall GDP and long-term prospects remain strong," he said. 
 
Mishra also believes that the industry has grown mainly due to the emergence of new sports leagues like the Indian Super League, Pro Kabaddi League and World Kabaddi League. 
 
Saumil Majmudar, managing director and co-founder of EduSports says, "We have grown from 10 schools in 2010 to 400 schools in five years." 
 A SeedFund-funded startup, EduSports’s growth led it to being featured in the 14th edition of marketing guru <keyword id="248225" type="PERSON" weightage="20" keywordseo="Philip-Kotler">Philip Kotler</keyword>'s book 'Marketing Management - a South Asia Perspective' as a case study. 
 
Bharati Jacob, managing partner of Seedfund Advisors, an early-stage venture capital firm, said, "We are always looking for scalable ventures and I believe sport-related ventures scale up well." According to other venture fund experts, startups are set to cater to auxiliary sports services too. 
Image: thinkstock

Sports startups are flourishing in India

Hello and welcome to <keyword id="11596326" type="UNKNOWN" weightage="60" keywordseo="insider-advertising">Insider Advertising</keyword>, a weekly <keyword id="621414" type="PERSON" weightage="60" keywordseo="Newsletter">newsletter</keyword> where I break down the most important news and trends on Madison Avenue and beyond. I'm Lara O'Reilly, Insider's media and <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> editor. <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising">If this was forwarded to you, sign up here.</a>Thanks so much to everyone who offered their feedback on last week's edition. Please do continue to send your comments, tips, and pun suggestions to <a href="mailto:lorielly@insider.com">loreilly@insider.com</a>.On with this week's news:<ul><li><a href="https://www.businessinsider.com/consumer-price-index-inflation-june-2021-7?utm_source=markets&amp;utm_medium=ingestgest">How the consumer price surge will impact marketing;</a></li><li><a href="https://www.dentsu.com/us/en/reports/global_ad_spend_forecasts_june_2021_pdf">Global ad spend rebounds</a> - though some larger companies' <a href="https://www.wsj.com/articles/marketing-budgets-fall-as-a-share-of-company-revenue-survey-finds-11626256920?mod=djemCMOToday">marketing budgets have declined;</a></li><li><a href="https://www.businessinsider.com/6-top-exclusive-private-slack-channels-for-ad-professionals-2021-7">The VIP Slack groups agency execs can't get enough of.</a></li></ul><h3>Price, price baby</h3>Summer's here and for many marketers, that typically means it's budgeting season once again. But this time it's different: <a href="https://www.businessinsider.com/consumer-price-index-inflation-june-2021-7?utm_source=markets&amp;utm_medium=ingestgest">US consumer prices rose at their fastest monthly rate since 2008</a> between May and June this year - and at a higher rate than analysts had forecast.While lots of companies raise their prices at a regular frequency, businesses this year are also contending with <a href="https://www.businessinsider.com/shipping-crisis-causing-shortages-why-2021-6">supply chain issues</a> and <a href="https://www.businessinsider.com/us-small-businesses-grapple-with-ongoing-supply-chain-disruptions-2021-4">rising commodity costs</a> that are eating into their margins.Many marketers and academics consider "Pricing" as the most important of the "4Ps of marketing" (product, price, place, promotion) - or more specifically, the ability to build a brand strong enough to maintain sustainable pricing power.<a href="https://twitter.com/SquawkCNBC/status/1414906095282368514?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Etweet">PepsiCo certainly thinks it has</a>. Consumer-products companies <a href="https://www.businessinsider.com/diaper-prices-will-go-up-proctor-and-gamble-kimberly-clark-say-2021-4">including P&amp;G and Kimberly-Clark </a>also set out intentions earlier this year to raise their prices.Marketing consultant and former AB InBev CMO Chris Burggraeve tells me the topic of pricing is coming up at every board he speaks with right now: "In unusual times like this, more than ever."Burggraeve, who recently published a book entitled "Marketing IS NOT a Black Hole," said it's important for marketers to make sure they're in the mix as these conversations happen. It's not just about raising prices either - there can be opportunities to hold or even lower prices strategically and capture market share or volume from competitors. Marketers without the luxury of having already built a strong brand may get away with raising their prices in the short-term, Burggraeve said. But he added that it's likely they may have to immediately pull back and discount again to counter negative dips in volume and share.I'm reminded of that often-quoted Warren Buffett adage: It's only when the tide goes out that you see who's been swimming naked.<h3>I get knocked down, but I get up again</h3><div type="image" title="a chart about the 2021 ad spend growth forecasts for the marketing newsletter on July 14" height="862" width="1280" msid="84436830" hostid="261"></div>Global ad spend is expected to grow by 10% to $634 billion in 2021, according to an <a href="https://www.dentsu.com/us/en/reports/global_ad_spend_forecasts_june_2021_pdf">upgraded forecast from Dentsu.</a> That would mark a swift recovery from last year, which was the weakest-performing since the global financial crisis. But, wait a minute! Gartner's latest annual CMO Spend Survey found that <a href="https://www.wsj.com/articles/marketing-budgets-fall-as-a-share-of-company-revenue-survey-finds-11626256920?mod=djemCMOToday">marketing budgets as a proportion of companies' revenue have fallen to 6.4%</a>, down from 11% in 2020, as the WSJ's CMO Today reported.Why the discrepancy between these two datapoints? The suggestion is that much of the surge in ad spending anticipated by Dentsu and other forecasters this year will be driven by smaller, often online-only businesses and not necessarily the larger companies that Gartner surveys. For those marketers, it's as good a time as ever to get closer to the finance decision makers in their business. As Burggraeve put it to me, marketers need to "get out the comfort zone of storytelling and advertising, and go back to <a href="https://www.pkotler.org/">Kotler</a> and the 4Ps," referring to Philip Kotler, the renowned marketing author and professor who has been dubbed "<a href="https://www.marketingweek.com/philip-kotler-modern-marketing/">the father of modern marketing</a>."<h3>You can find me in the club</h3><a href="https://www.businessinsider.com/6-top-exclusive-private-slack-channels-for-ad-professionals-2021-7"><div type="image" title="Red velvet rope for VIP Slack group list" height="3661" width="4932" msid="84436834" hostid="261"></div></a>At the end of the working day, the very last thing on my mind is the idea of logging back in to Slack to continue the industry chatter where it left off. (Not offence to my lovely, witty, and talented colleagues, readers, and sources.)But it turns out a bunch of advertising pros are <a href="https://www.businessinsider.com/6-top-exclusive-private-slack-channels-for-ad-professionals-2021-7">champing at the bit to join a set of highly exclusive VIP Slack groups</a>.This fun <a href="https://www.businessinsider.com/6-top-exclusive-private-slack-channels-for-ad-professionals-2021-7">piece</a> from my colleague Lindsay Rittenhouse details how some of these industry Slack groups have thousands of people years-long waiting lists to get accepted in. Many have a <a href="https://www.businessinsider.com/how-to-get-in-most-exclusive-advertising-slack-group-2021-7">list of rules to follow</a> once you finally get behind the coveted velvet rope.While some of these Slacks - described by some as digital versions of the Soho House private members' club - were established years ago, the pandemic has added extra urgency to the clamor to join these groups to network and hunt for work opportunities.I'd like to know whether any private industry groups are also popping up on newer platforms. A <a href="https://www.businessinsider.com/what-is-discord">Discord</a> for digital buyers? A <a href="https://geekvibesnation.com/top-3-voice-chat-apps-for-gamers/">Mumble</a> for marketers? Let me know if you can sneak me in on the guest list.<h3>The 90-second slot</h3>In this semiregular corner of the newsletter, I'll bring you a rapid-fire, 90-second interview with the industry's most influential executives who are dominating the week's advertising news.This week I spoke with Mediaocean CEO Bill Wise, hot on the heels of the company's announcement of its intention to acquire adtech company Flashtalking, <a href="https://www.wsj.com/articles/mediaocean-to-buy-adtech-company-flashtalking-for-500-million-11626170400">in a deal worth $500 million, according to The Wall Street Journal</a>.<div type="image" title="Mediaocean Bill Wise" height="1406" width="3000" msid="84436839" hostid="261"></div>How did the acquisition talks first come about?They have been a longstanding partner for us so it kind of came together naturally. We were trying to solve similar things philosophically and it just made sense.Are you still on the hunt to make more acquisitions of similar sized companies?We are always on the hunt. This is our 11th acquisition in about five years. We are already in another discussion. There is a massive opportunity to be the leading, independent, and neutral operating system because Big Tech just has so much of the ad dollars that the world needs us to do this.Adtech dealmaking is off the charts at the moment. How do you think the pace of M&amp;A is going to ebb and flow over the next year?I think whereas maybe five or six years ago it was advantageous to be a startup, scale matters now. And global presence matters. Marketers want proven companies at scale who can expand globally. So I think the best companies are going to continue to consolidate.What does that consolidation mean for marketers?It means marketers have more choices. They don't just have to rely on Google, Facebook, and Amazon for their digital marketing. They are going to be able to have neutral alternatives.<h3>Recommended reads</h3>There are plenty of extracts doing the rounds this week from "An Ugly Truth," a new book from New York Times reporters Sheera Frenkel and Cecilia Kang, which takes readers behind the scenes at drama inside Facebook. While the book doesn't delve too deeply into the nuances of its ads business, it does portray an apparently withering relationship between Mark Zuckerberg and Sheryl Sandberg, and also how Facebook often prioritized its image first, and fixing things later - <a href="https://www.nytimes.com/2021/07/08/business/mark-zuckerberg-sheryl-sandberg-facebook.html">The New York Times</a>Speaking of Facebook: Kate Kaye reports that its brand safety audit with the Media Rating Council - an olive branch promised in July 2020 in the wake of an advertiser boycott - is on ice for now - <a href="https://digiday.com/marketing/facebook-delays-its-brand-safety-audit-a-year-after-ad-boycott-raged/">Digiday</a>The new "Space Jam" is set to be a product placement and brand-collab bonanza - <a href="https://adage.com/article/marketing-news-strategy/space-jam-hottest-movie-marketing-event-summer/2349136">Ad Age</a>Travel influencers are finding their work is picking up again as the tourism industry returns to spending on marketing - <a href="https://www.businessinsider.com/travel-influencers-see-surge-in-demand-as-the-industry-recovers-2021-7">Insider</a>Goldman Sachs' consumer bank Marcus takes digs at other banks' perks in its biggest ad campaign since launching in 2016 - <a href="https://www.businessinsider.com/goldman-sachs-marcus-launched-its-biggest-ad-campaign-to-date-2021-7">Insider</a>See you next week - Lara

CMOs need to get smart on price

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Hollis Johnson/Business InsiderBeth Comstock is the author of memoir and career guide "Imagine It Forward."</div></div></div><ul class="summary-list"><li>When <a href="https://www.businessinsider.com/category/beth-comstock" target="_blank" rel="noopener">Beth Comstock</a> was hired as chief marketing officer for <a href="https://www.businessinsider.com/category/general-electric" target="_blank" rel="noopener">General Electric</a>, she spent her first 90 days on the job learning about the basics of <a href="https://www.businessinsider.com/category/marketing" target="_blank" rel="noopener">marketing</a>.</li><li>Comstock picked up Phil Kotler textbooks, read "The Four Ps of Marketing," and hired people with the expertise she needed to teach her marketing.</li><li>She valued feedback and asked for help where she needed it. She said employees who act like they know everything will eventually get called out.</li></ul>When <a href="https://www.businessinsider.com/category/beth-comstock">Beth Comstock</a> was hired as chief marketing officer for General Electric, she spent her first 90 days on the job learning about the basics of marketing.Comstock reached the <a href="https://www.businessinsider.com/category/c-suite" target="_blank" rel="noopener">C-suite</a> by taking one day at a time and <a href="https://www.businessinsider.com/beth-comstock-internal-extrovert-2018-10">overcoming her shyness</a>, she shared on an episode of Business Insider's podcast "<a href="https://itunes.apple.com/us/podcast/this-is-success/id1205997729?mt=2" target="_blank" rel="noopener">This Is Success</a>." She spent 27 years at <a href="https://www.businessinsider.com/category/general-electric" target="_blank" rel="noopener">General Electric</a> and former <a href="https://www.businessinsider.com/category/nbc" target="_blank" rel="noopener">NBC</a> properties, eventually rising to the level of former vice chair at GE. She recently wrote a memoir and career guide "<a href="https://www.amazon.com/Imagine-Forward-Courage-Creativity-Change-ebook/dp/B078LJW4G4" target="_blank" rel="noopener">Imagine It Forward</a>."When Comstock was hired as CMO, GE hadn't had a marketer in 20 years, she said. Without an MBA or any business schooling, she spent the first three months as CMO learning the in's and out's of her job."So it's a very vulnerable moment to say, 'I don't know this.' But clearly, I was put in the job because they saw something else," Comstock said. "So I had to also say, 'I'm here for a reason. Don't try to be a business school person, because you didn't go to business school.'"Read more: <a href="https://www.businessinsider.com/beth-comstock-internal-extrovert-2018-10" target="_blank" rel="noopener">A former GE and NBC exec says being introverted isn't the same as being shy, and she wasn't successful until she figured out the difference</a>To prepare, Comstock picked up textbooks by marketing consultant Philip Kotler, read "The Four Ps of Marketing," and hired people with the expertise she needed to teach her marketing. She said most employees at GE saw marketing as the advertising department, which is what Comstock was doing at the time."So frankly, it wasn't like I was filling some other job," she said. "No one really knew what marketing could be. So it was a clean slate, in some respects."Even though Comstock grabbed the CMO position by the horns, she asked for help when needed and valued feedback. As a self-proclaimed introvert, Comstock said it took her time to open up to others when asking for guidance."People were very generous, and some people didn't have time for me and you find the ones who do," Comstock said. "So you have to ask for help. You cannot go into these situations and go, 'No, I'm going to act like I know everything,' because you'll get called out."Listen to the full episode and subscribe to "This Is Success" on <a href="https://itunes.apple.com/us/podcast/this-is-success/id1205997729?mt=2">Apple Podcasts</a> or <a href="https://art19.com/shows/success-how-i-did-it">Art19</a>.Get the latest General Electric stock price<a href="http://markets.businessinsider.com/stock/GE-Quote"> here.</a> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/how-former-ge-nbc-exec-beth-comstock-learned-extrovert-2018-10">How a former GE and NBC exec learned to be an extrovert</a></h3> <div> </div> </div>

A former GE and NBC exec who never got her MBA spent the first 90 days as an exec reading textbooks and embracing what she didn't know

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>Even if workers received a living wage, many would still be dissatisfied with their jobs.Such would be the case with jobs that are hard, such as construction work; jobs that are dangerous, such as mining; and jobs that are boring, such as cashiering or "shelving" in a supermarket or putting a walnut on each piece of chocolate coming down the production line.Even in the professions, such as law and teaching, there is much boring work.The challenge facing companies is whether they can do anything to make work more interesting and "happify" their employees. Everyone has had the experience of shopping in a big-box store such as Wal-Mart or a fast-food chain like McDonald's and seeing them staffed with many unhappy and unhelpful people.These organizations view workers largely as a cost that must be contained. Ikea manages its 130,000 global workers using workforce management software to assign and train them in the most efficient way to keep costs down. Yet customers might experience too few people on the floor to answer questions or willing to go out of their way to help the customer.The view is growing, however, that companies would be more profitable if they would pay their employees more and treat them better. Employees who have more job satisfaction would engage with the customers to find out what they really want.They might even be empowered to show off merchandise and improve displays and would end up selling more goods and services, which would feed back into more employee job satisfaction. Companies such as Costco, Trader Joe's, Nordstrom, Zappos, Lego, and others have higher employee satisfaction and outperform their competitors even though they pay more to their employees.Consider Tony Hsieh, CEO of Zappos, whose organization is highly successful in selling shoes online. He wants Zappos to be a happy place for his employees. Other companies have studied his methods. His consultancy, called "Delivering Happiness at Work," consists of a three-day boot camp to teach companies to become more successful through the science of happiness.Paul Zak, a neuroscience researcher, has proposed that employees who have trust in their organization and see a higher purpose to their work will experience more joy (Trust × Purpose = Joy). His research team has found evidence that confirms happy employees are more productive, are more innovative, and contribute more to the bottom line of companies.<div class="KonaFilter image-container"><div class="image on-image"></div></div>Similar findings have been reported by Zeynep Ton, an MIT business professor, who said that "contrary to conventional corporate thinking, treating retail workers much better may make everyone (including their employers) much richer."Some progressive companies go even further and want to invest in enhancing their employees' healthful living. In the United States, workplace wellness is a $6 billion industry. Companies offer programs to improve the health and well-being of their employees in the hope that it will increase their productivity, reduce their risk of costly chronic -diseases, and improve their control of chronic conditions.Company wellness programs have two parts: lifestyle management and disease management. The lifestyle management program tries to help employees eat healthier foods, give up smoking, and exercise regularly to avoid obesity, diabetes, cancer, hypertension, and other health problems.The disease management program helps employees with a chronic disease take better care of themselves by reminding them to take their prescribed medications and not miss lab tests or doctor's appointments. Many of these programs have yielded a better life to employees and a financially sound return to the companies.One additional factor in job satisfaction is paid vacations and holidays. "All work and no play" is a prescription for disaster. A report about working hours in China carried the headline that Chinese workers are dying on the job from overwork.<div class="KonaFilter image-container"><div class="image on-image"></div></div>Workers deserve and need vacation time to renew their energy and outlook. The United States is the only wealthy economy that does not require employers to provide paid vacation time or paid holidays. One in four Americans do not receive any paid vacation or paid holidays. In contrast, most advanced countries provide both paid holidays in addition to paid vacation days.For example, the European Union legally guarantees workers at least twenty paid vacation days per year, and workers also get between five and thirteen paid holidays a year. The lack of paid vacation and paid holidays in the United States falls especially hard on low-wage workers, part-time workers, and employees of small businesses.<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>Under capitalism, businesses operate to make a profit that will yield a good return to the owners or investors. Businesses need to keep their costs down, especially their labor costs. If there is an oversupply of labor, businesses will take advantage by setting the lowest wages possible, whether or not they constitute a living wage.This leads workers in many cases to organize into unions to press for better pay and enlist government support to legislate a minimum wage. Businesses originally fought against these unions and blocked unions from organizing, sometimes even with police support and violence. But unions and collective bargaining began to prevail in many countries.Unfortunately, there is a suspicion on the part of some workers that unions have become self-serving and have not effectively raised workers' incomes. In the United States, unions are weak today, which raises the question of why so many workers in manufacturing and service industries refuse to unionize.One test of workers' willingness to unionize occurred in early 2014, with a workers' vote at a Volkswagen factory in Tennessee. The workers voted 712 to 626 against joining the United Auto Workers (UAW), marking another defeat for the union movement.There is little doubt that the union movement helped workers earn higher wages and benefits and raise their standard of living. Worker exploitation is at a lower level today than in the past in most advanced economies. Raising minimum wages is one tool for increasing the pay of the most unskilled workers.Some economists have also talked about other alternatives such as a guaranteed minimum income, refundable tax credits, or co-determination solutions between management and labor.Excerpted from <a href="http://www.amazon.com/gp/product/0814436455/ref=as_li_tl?ie=UTF8&amp;camp=1789&amp;creative=390957&amp;creativeASIN=0814436455&amp;linkCode=as2&amp;tag=thebusiinsi-20&amp;linkId=NMI52GE2YR7XOZ52">Confronting Capitalism: Real Solutions for a Troubled Economic System</a> by Philip Kotler. All rights reserved. Published by <a href="http://www.amacombooks.org">AMACOM Books</a>.

Why investing in workers makes companies richer

Have you ever wondered why is your <a href="http://www.businessinsider.in/Feeling-suffocated-in-your-new-home-We-tell-you-why/articleshow/48682353.cms">apartment</a> called what it is called? Or who thought of the name? Or why does an apartment right in the middle of city have a fancy European name? 
	 
	We tell you why! With competition soaring in the market, the realty market is no exception to marketing guru Philip Kotler’s mantras! 
	 
	 “The idea is to create a certain impression and aspiration in the minds of the target clientele, and when this is done with enough research and sound marketing advice, this objective can definitely be fulfilled,” says Kishore Pate, chairman and managing director of Amit Housing Enterprises Ltd. 
	 
	However, this is a trend that is predominantly seen in premium and <a href="http://www.businessinsider.in/Want-a-luxury-home-You-might-want-tocheck-this-out/articleshow/48812740.cms">luxury homes</a> segment. So what are the factors that influence these names? 
	 
	The ethos 
	 
	Like any company in the world that would associate its product to a certain cultural ethos, <a href="http://www.businessinsider.in/Know-why-NRI-home-buyers-are-back-on-propertydevelopers-radar/articleshow/48096968.cms">real estate</a> developers take certain ethos into consideration before naming their residential projects. 
	 
	“With yet another category of project names such as those that evoke a certain cultural ethos, the intention will be to attract buyers from a certain community within a city. Such names may seek to speak to buyers from the traditional ‘core’ sector of the city, which would like the thought of being able to include such a name in their address,” explains Pate. 
	 
	For instance, if a developer is coming up with a European-themed residential project, he will naturally choose a name that gives a European feel and ethos to the apartment. 
	 
	“This ethos would include a lot of things, including a sense of chilled-out global ambiance, exclusiveness and social ‘arrival’. Such names are usually given to themed gated projects and townships wherein the developer has gone to considerable pains to recreate the identified cultural ethos in the project with its specifications, amenities and design, including the interior decor of individual units,” he says. 
	 
	Social configuration 
	 
	Social configuration, in pure marketing terms primarily means positioning of the project. Every developer wants to position its project in a unique way in the market. Sometimes, a particular name is given in order to create a certain image in the <a href="http://www.businessinsider.in/Heres-why-investing-in-new-under-construction-homes-is-a-better-idea/articleshow/48371771.cms">home</a> buyers. 
	 
	“The naming of residential projects can play a significant role in how much attention they garner on the market. While the name-selection process may sometimes seem random, there is more often than not a great deal of psychology and marketing thought behind it,” notes Pate. 
	 
	Often builders use ‘regal’, ‘grand’, ‘ace’ among others while naming their project if they are launching a project in premium or luxury segment. Similarly, developers would use names that mean ‘mass’, ‘community’ or unity if their apartments are in the mass housing segment. 
	 
	Mind set 
	 Often <keyword id="6371902" type="UNKNOWN" weightage="20" keywordseo="home-buyers">home buyers</keyword> in India associate superstition while buying their dream homes. For instance, a name that does not sound too good or may mean something negative in some language may deter several home buyers from buying home there. 
	 
	“The developer will seek to find a name that ‘speaks’ the local language and also conveys the image or impression that he is trying to create,” says Pate. 
	 
	Target clientele 
	 
	Ultimately, the developer wants to sell its apartments to the potential home buyers. Hence, he will name the apartment keeping in mind his target customers. Also sometimes, the developer wants to build a certain image for himself in the market and an appropriate name for his projects will certainly be a booster. 
	 
	“Previously, a number of good names were up for grabs – today, there is high competition among developers to find the best possible names. Developers will seek to keep the names of their projects a secret until they are ready to unleash the complete marketing campaign, to reduce the chances of competitors plagiarizing these names for their own projects,” notes Jain. 
	 
	At the moment, there is no well-defined ‘copyrighting’ mechanism to protect their choice of names in the realty market. 
	 
	Image Credit: www.top10zen.com

You Searched For "Philip Kotler" and got 6 results

What (not) to do while devising a digital marketing strategy for your business

Guest Author

Sports startups are flourishing in India

BI India Bureau

CMOs need to get smart on price

Lara O'Reilly

A former GE and NBC exec who never got her MBA spent the first 90 days as an exec reading textbooks and embracing what she didn't know

Myelle Lansat,Richard Feloni

Why investing in workers makes companies richer

Philip Kotler, Contributor

Here’s how your apartment got its name!

Purba Das

Popular Keywords

Buying Guides

You Searched For "Philip Kotler" and got 6 results

What (not) to do while devising a digital marketing strategy for your business

Guest Author

Sports startups are flourishing in India

BI India Bureau

CMOs need to get smart on price

Lara O&apos;Reilly

A former GE and NBC exec who never got her MBA spent the first 90 days as an exec reading textbooks and embracing what she didn't know

Myelle Lansat,Richard Feloni

Why investing in workers makes companies richer

Philip Kotler, Contributor

Here’s how your apartment got its name!

Purba Das

Popular Keywords

Buying Guides

Lara O'Reilly