Ruchi Roy

Retail Digital Transformation Where Shift from Clerks to Clicks Happens

From Clerks to Clicks: Inside the Retail Digital Transformation

By Ruchi Roy / May 23, 2025

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? Brands have Found their Best Bet in 2025

Creators or Influencer Marketing? Here’s Where Smart Brands Are Placing Their Bets

By Ruchi Roy / May 21, 2025

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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Multiplier Effect in Marketing

The Multiplier Effect in Marketing where Brand and Demand Work in Harmony

By Ruchi Roy / May 19, 2025

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 is Scaling

DOOH Advertising’s Growth Story Needs a Stronger Backbone: What’s Missing?

By Ruchi Roy / May 16, 2025

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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AI and Sustainability co-exist

In Conversation: Michael Wilkins on Co-existence of AI and Sustainability in Marketing 

By Ruchi Roy / May 14, 2025

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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Liquid Death Demise in the UK Because of Culture and not just Product

Culture Over Carbonation: Unpacking Liquid Death’s Demise in the UK

By Ruchi Roy / May 12, 2025

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 is Taking a Dangerous Slope in Recession

Meta Advertising Takes a Dangerous Slope with Principal-Based Buying in Recession

By Ruchi Roy / May 9, 2025

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-Optimization of Customer Journey Map Leads to Fatigue

Over-Optimized Customer Journey Maps: A New CX Risk?

By Ruchi Roy / May 7, 2025

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

Marketing Funnels are Not Linear Anymore, Continuity has Entered

By Ruchi Roy / May 5, 2025

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 for Marketers

April Marketing Rundown — 7 Bite-Sized Stories to Know

By Ruchi Roy / April 30, 2025

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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