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Sales & Marketing

Location Services, Mobile Apps and Personalization: Digital Transformation of the Customer Experience

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According to the KPCB Internet Trends Report 2015, the number of mobile phone users in the world over is 5.2 billion, with around 40 percent being smartphone users. With tablet computers also commonplace and wearable devices along with the Internet of Things revolution just around the corner, it’s only a matter of time before the number of mobile devices far outnumbers the number of human beings on the planet.Mobile devices provide three key triggers for transformation and disruption of the status quo: Location Services, Mobile Apps and Personalization. Each of these triggers has resulted in a huge improvement in the customer experience. Location Services: Since the user carries the mobile device, it is possible (with the user’s consent) to identify and track the location of the device. Th...

Case Study Storytelling in Digital Space

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  What is a case study? In simple words, a case study is a particular instance of something being used or analysed in order to illustrate a thesis or principle. A smaller version of case study (usually of two- three paragraphs) is also called a caselet. Formal research is usually used to collect and compile data for a case study. According to Thomas, case studies can be analyses of persons, events, decisions, periods, projects, policies, institutions, or other systems that are studied holistically (over a period of time) by one or more method. Case study has been a popular teaching tool in most reputed management institutes like Harvard Business School, IIM-Ahmedabad and so on. When case study is used as a teaching tool, additional relevant documentation (such as financial statements,...

Why Your Website Should Have “Our Story”?

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  So you are all geared up with your start up. The website is ready too. You want your network to know about your new business and the new website. You want to share your dream, your vision for the business and your new baby or your new venture. Of course you can write a microblog about your new business and post it on Facebook and Twitter. Or write a longer version and post it on your blog or publish on LinkedIn. But people are not excited about your start up as much as you are, (except few close friends and relatives. There is an answer to your dilemma. Make your content catchy to read, give it a personal touch, and let it be so full of energy that part of your excitement is transferred to the reader. Yes the answer is to tell your story, weave it with your organisation story and le...

What Makes a Story Inspiring?

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  Let us start by taking a look at what makes an inspiring story different from an ordinary story. How to make stories inspirational? Fundamentally what inspires us in individuals is success, passion, victory against odds, an act of kindness and so on. What makes an organisation inspiring is thought leadership, a culture of innovation, sincere acts of corporate social responsibility, treating customers as heroes, winning against bigger competitors (David vs Goliath) and so on. In brief, we can say that actions / stories of positivity, courage or compassion, be it of individuals or organisations inspire us. Here are 10 techniques to help you create inspiring stories based on true incidents. Providing Role Models A start up which grew into a large organisation by using online and viral ...

Digital Storytelling-Humanizing the Technology Story

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  Bryan Kramer, a globally renowned speaker and author says there are no more B2B and B2C, because businesses today are all about H2H or Human to Human. A new wave has begun in the corporate world which is being labeled as the humanization of business. It is an irrefutable fact that technology often takes away the human interface and that is why technology organisations may be more prone to getting lost in process orientation and loosing the human touch. IT and technology companies have always taken the lead in innovation and thought leadership. In any case, digital platforms and social media are products created by the tech industry. Digital storytelling is  the intersection of technology with human emotion which can facilitate the emotional connect with customers and other stakehold...

Will the CIO and the CMO Team Up to Maximize Benefits from Big Data?

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The case for CIO- CMO collaboration- A global organization recently decided to jump on the big data bandwagon, and try to turn data into profits. It did the initial budgeting exercise and effected a request for proposal from select vendors to analyze company data and identify opportunities. Vendors loved it- they finally had access to tons of information opening up multiple analysis areas. Few months down the line, when the bids started to come, they were 400 per cent over budget. Narrowing the scope was the obvious alternative, but no one understood what to keep and what not to keep, as the CMO has not defined the must have data points, while the CIO had not intervened in the bidding process to establish limits. Stories similar to this McKinsey example above have been playing out across b...

Anecdotes: Interesting incidents and stories from everyday life

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  Let me start with an anecdote from my life, And I was stunned The gentleman appeared over-friendly first and I began to feel uncomfortable. After a while I could not stop myself from asking him, ”I am sorry but I did not recognise you.” He replied, ”May be you don’t know me but I do.” I got even more perplexed. And he continued, ”Familiarity breeds connect too, and not just contempt. I am already familiar with you because I have read many of your stories.” ‘Oh’ and I heaved a sigh of relief. What are Anecdotes? Anecdote is a short amusing or interesting story about a real incident or person. It may be hearsay and therefore unreliable at times. According to Wikipedia, “The purpose of anecdote is to reveal a truth more general than the brief tale itself: to characterize a person by de...

Sales and Marketing in the Age of Data: Challenges and Opportunities

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Sales and Marketing in the Age of Data: Challenges and Opportunities If land was the primary raw material of the agricultural age, and iron that of the industrial age, then data is the primary raw material of the information age. The Age of data The volume, variety and velocity (the famous three Vs of big data) of the data currently being captured is unprecedented. As recently as 2000, digitally stored data was a mere 25% of all data generated but within a decade, by 2007, that number jumped to a whopping 94% (and has not fallen since). To get a sense of the scale involved, consider that in the time it takes you to read this sentence (roughly 6 seconds for the average reader), Google would have received half a million queries from around the world. The opportunities that the Data age is th...

Beyond Marketing: Leveraging Social Listening to Drive Business Performance

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Social media listening to understand company and product sentiment, brand awareness, and product penetration has been firmly established as a critical tool for social-savvy consumer Marketing departments. Command centers glisten with strategically positioned high-definition monitors graphing trends in product mentions, tracking the real-time impact of marketing campaigns, and flashing alerts for immediate response to a customer inquiry or complaint. Less well established, however, is the application of social listening to gain competitive insight for other areas of the business outside of the Marketing department. These insights, particularly when coupled with transactional business data, can help guide and drive performance in core business competencies. Innovative companies are beginning...