January 31, 2012
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Forget divide and rule: The new mantra is Segment and Sell!

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The problem with broadcasting a single message to a mass audience is that it misses out on the diversity of your audience. I’m not talking about their demographic variations, but their engagement with your brand. Loyalists, casual users and newcomers all need different kinds of hooks to draw them Continue Reading →

January 24, 2012
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Measure for measure: making sense of auditing for the social networks

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I’ve had clients ask me to set up LinkedIn, Twitter or Facebook accounts for them because they’ve heard that they’re ‘nice to have’. I also know of digital agencies who fuel this mentality, promising clients x number of Facebook fans Continue Reading →

January 20, 2012
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Keeping it real: the building blocks of a good site ranking

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Marketing and SEO can’t work miracles, much as my colleagues and I would love to claim that they do. If you want a great search engine ranking for your site, you can’t get there with just a marketing plan and a prayer. Continue Reading →

January 17, 2012
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Forget Facebook: Getting under the skin of the new audience

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For a few years now, social marketing mavens have been urging businesses to get on Facebook, Twitter, LinkedIn, Foursquare and so on. Be there, or be left out is the rhetoric that’s been flying around. Inherent in this reactive mode of action are a few misunderstandings that are at the root of why a lot of businesses Continue Reading →

January 10, 2012
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Flying high under the influence: how we helped an airline target online influencers

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Traditional marketing, accounted for broadcasting on a one-to-many level. With the online marketing, you have the chance to speak to a large audience, on a one-on-one basis. Better still, you don’t necessarily have to talk to everyone.

That’s because online dialogue tends to follow trends set by influencers. In the democratized digital space, these influencers are restricted to the people who had an exclusive access to the means of mass communication Continue Reading →

January 3, 2012
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e-Commerce in India 2.0: What will keep it on track?

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e- Commerce is experiencing a long-awaited season of growth in the Indian marketplace. What are the factors that will help sustain that growth?

Firstly, there’s the question of platforms. PC and internet penetration in the country is growing at a healthy clip. The trend of today is mobile phones, which are getting there faster. So optimizing e-Commerce sites and processes for mobile phones is going to be a big factor. Getting the user interface right for mobile transactions can help tap into a larger population. Even peripheral services like order confirmations and product inquiries via text messages will help e-Commerce sites interface more deeply with the fabric of their customers’ lives. Continue Reading →

December 30, 2011
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Technology, innovation, business and more: a Q&A with Ramesh Kumar

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Passionate about exploring new technologies and sharing new ideas, Mr. Ramesh Kumar is the CTO of Eduquity, a leading human resource assessment organization. With more than 30 years of experience, a string of professional achievements and awards to his credit and a growing list of lucid, insightful technology articles to his name, Ramesh Kumar is someone who has been part of India’s technological growth story . Here are some thoughts Continue Reading →

December 27, 2011
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e- Commerce now: redux

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If you’ve received your Christmas presents on time this year, odds are that Santa’s helper took the shape of a courier working for one of the many e-commerce companies springing up in India’s long-delayed dotcom boom. Ah yes, that phrase: ‘dotcom boom’! For more than a decade, these words have symbolized bad memories for the Indian business world. Memories of brave words, tall claims and the great NASDAQ crash.

As a digital marketing and web technology company headquartered in Bangalore, i-Vista witnessed the great e-commerce debacle of 2000 first-hand, while thankfully not being dragged into the general meltdown because of an organizational focus on the B2B segment. Continue Reading →