Marketing

Whitepapers – the radio star who won’t die

October 8, 2010
By krishna

At the risk of dating myself, have you heard the late 70s song Video Killed the Radio Star? I am reminded of it every time I hear proclamations of how the internet or social media has irrevocably changed marketing and sales. “Do you create video datasheets?” a prospective customer asked me in a recent...
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5 Steps for a successful PR partner relationship

September 1, 2010
By krishna

At Zebu, we’ve had the fortune of working on both sides of the Public Relations dance exercise. As clients, mostly in technology firms, we’ve had engaged multiple PR firms in India and overseas, with varying results and vastly different experiences. We’ve also more recently played the supplier role – as providers of public relations...
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How to create a great positioning statement

August 23, 2010
By bikash

Marketing battles are fought in the minds of the customer and not rooted in the realities of the product, according to marketing gurus, Al Ries and Jack Trout. In most industries, the market leader is invariably one that customers instantly associate with a single or simplified concept such as Volvo = safety; Heinz =...
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5 Rules for Social Media Marketing Success

May 24, 2010
By krishna

If you haven’t spent the last two years in a bunker on a remote Pacific Island or if you have teenagers (in which case I have bunkers for you) you’ve probably heard far more of FaceBook, Twitter and even Google Buzz, than you’d have liked. And if you are like me, you’ve probably wondered...
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Which Car Are You?

November 26, 2009
By krishna
Which Car Are You?

Image by airgap via Flickr The news of an impending recovery has not done much to take the heat off of marketers. With the pressure to do more with ever fewer resource, marketers and even CEOs are feeling the heat. There’s another email campaign to be run, yet more leads to be generated and...
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Email works – stories of its demise are premature

November 14, 2009
By krishna
Email works – stories of its demise are premature

For several years I marketed and sold technology products around the wireless transmission of stereo music. Alas, music is a topic every listener (and therefore every one of my potential customers) was an expert on! At least in their minds. They knew that they could tell good music reproduction from bad, merely by listening....
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Making your numbers tell a story

June 18, 2009
By bikash
Making your numbers tell a story

President Barack Obama’s administration yesterday announced its draft plans for new financial regulations. Given the financial meltdown of the last twelve months, it is safe to assume this is some pretty important stuff. However, even economists who’s job is to comprehend and comment on the same, can’t all agree what it means. In case...
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Email marketing leads the pack on the ROI front

January 15, 2009
By bikash

According to a recent report from the DMA (Direct Marketing Association), email marketing led all direct marketing initiatives in terms of sales per dollar spent. On an average, email marketing ROI in 2008 was $45 for every dollar spent, compared to $19 in 2008 for non-email marketing initiatives that included telemarketing and catalog marketing.
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Share – ‘Tis the Season for Giving!

December 26, 2008
By krishna

As another Christmas hurtles past us, Apple’s announcement notwithstanding, marketers around the world are gearing up for a horde of trade shows! Starting with the Consumer Electronic Show (CES) and MacWorld in January, 3GSM Congress in February all the way to CeBIT in March, the first quarter of 2009 promises to be flurry of activity, even if...
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