Ruchi Roy
From Clerks to Clicks: Inside the Retail Digital Transformation
Walk into a store today and you’ll see it: Retail Digital Transformation in full swing. A Gen Z shopper browses a clothing rack with one hand, and wields their phone like a lightsaber with the other. No, they’re not texting. They’re scanning barcodes, stalking digital deals, checking reviews, and price-matching—all before you can say “Can…
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Creators or Influencer Marketing? Here’s Where Smart Brands Are Placing Their Bets
A couple of months back, Unilever announced its decision to promote influencer marketing by spending 50 percent of its media ad spending on social platforms. The simple reasoning behind the decision is that brands think social media platforms and an influencer-first policy help create strong connections with consumers. However, in today’s algorithmic era, the platform…
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The Multiplier Effect in Marketing where Brand and Demand Work in Harmony
For too long, marketing teams have operated under a false dichotomy and avoided the multiplier effect in marketing. The false dichotomy creates a distinction between brand building and demand generation. CMOs approach both subjects as they are fundamentally different, even competing, priorities. In many organizations, brand marketing is seen as long-term and intangible, while demand…
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DOOH Advertising’s Growth Story Needs a Stronger Backbone: What’s Missing?
In a world where screens dominate everything from our phones to refrigerators, it’s no surprise that outdoor advertising is catching up. DOOH advertising (Digital Out-of-Home) has shifted its role in how brands are seen in public spaces. Cities are no longer just concrete backdrops, but are turning into dynamic, interactive living ad boards. From interactive…
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In Conversation: Michael Wilkins on Co-existence of AI and Sustainability in Marketing
AI in the Industry AI is turbocharging digital marketing—but at what environmental cost? As brands race to adopt the latest tools, few are stopping to ask what it’s doing to the planet. We spoke with Michael Wilkins, co-founder of sustainable marketing agency Akepa, to explore the tension between innovation and impact—and where AI fits in…
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Culture Over Carbonation: Unpacking Liquid Death’s Demise in the UK
For many months, marketing experts and pundits have covered Liquid Death’s failure in the UK and explored its reasons. Liquid Death’s journey is quite an interesting case study for brands that may see the UK as a potential market for themselves. Liquid Death saw an uptick in its sales and popularity simultaneously in the US…
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Meta Advertising Takes a Dangerous Slope with Principal-Based Buying in Recession
Meta advertising has been evolving in the dynamic marketing and ad-buying space ecosystem. Currently, Meta is moving with principal-based trading in the digital landscape. Understanding the complex situation, its reverberations around the advertising process, and the consequences on media planning is significant. Principal-based trading is a controversial topic, and when a giant like Meta, which…
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Over-Optimized Customer Journey Maps: A New CX Risk?
Customer journey map is a technical term, but when customers experience the journey and find it not worth the energy, brands fail. I was trying to buy a subscription to Amazon Prime Video, and the entire process made me understand the meaning of the customer journey. I had to juggle between two apps for more…
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Marketing Funnels are Not Linear Anymore, Continuity has Entered
The time has come for marketing funnels. Well, they are not dying. But you cannot ignore the presence of elements impacting them and bending the linear path of the customer journey. Marketers worship AIDA (Awareness, Interest, Desire, Action), the foundation of the marketing funnel. It is clean, predictable, and comfortingly neat. However, digital enlightenment has…
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April Marketing Rundown — 7 Bite-Sized Stories to Know
From antitrust clashes to space-bound stunts gone sideways, April delivered a whirlwind of moments that marketers can’t afford to miss. As Q2 kicks off, the marketing world is juggling both big wins and strange misfires. Yes, someone actually tried to send Katy Perry to space for a 10-minute promotional flash—and no, the internet wasn’t impressed.…
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