Focus on what Programmatic DOES. Not what it IS.

"Programmatic". Drop this word in any of the marketing / agency meetings and watch how to the discussion changes completely. In such a short time, programmatic buying model has evolved from perceived as a tool to bring down costs to become an essential operating model for savvy marketers. Sure, its good to know how programmatic / … Continue reading Focus on what Programmatic DOES. Not what it IS.


Do you have a mobile strategy?

My response to either of the answers will be: "Then you are doing it wrong." "Mobile strategy" was the Industry buzz word between 2011 to 2015. Every conference I  attended proclaimed that it was the "year of mobile" (every year). Clients used to demand that they need a mobile strategy. They never saw the mobile … Continue reading Do you have a mobile strategy?

The right metric for digital campaigns.

It depends. Let me explain. There are broadly 2 kinds of advertisers. Brands that close the sales loop online Brands that doesn't For brands #2, the key parameters revolve around efficiency and top-line metrics like eCPM, CPC etc. Since the action takes places offline, its harder to do direct co-relation of performance uplift to the creative … Continue reading The right metric for digital campaigns.

Digital marketing in the blockchain era. It’s time to look at throughput instead of output.

Blockchain and AI. Most meetings in 2018 will either start or ends with these topics. The application of throughput changed the first industrial revolution where the innovation was around producing a quality product at scale in lesser time at much cheaper cost. The scenario is no different now.