A Day in the Life of a CMO!


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How can influencer marketing help your brand? Influencer Marketing Series

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Some people (like me) are born skeptics. Influencer marketing? Blah – why would that work? I know my audience – and I can reach them directly. I don’t need no influencer. But, think about this: In 2017, eMarketer reported that marketers spent $570 million on influencer marketing globally. In 2018, $1.6 billion was channeled into sponsored posts on Instagram alone. According to a report by Linqia , only 6% of brands said influencer content under-performed brand content. By 2020, more than 50% of ad content will be created outside of marketing . Marketing-inspired word-of-mouth makes 4x the impact on purchasing decisions [ McKinsey study ] Okay – so why should you think about influencer marketing? Maybe, you are in the B2B business and feel influencer marketing is not relevant for your segment, or maybe you feel your product doesn’t need influencers? Or it may be that you find your audience is not social media savvy – hence the need to obvia...
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Customer Service: Nirvana or Necrosis?

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Hello, and that after an incredibly straight jacketed last article (I realized it later – was that me?!). Image source: http://goo.gl/Ck1P4B Today, we discuss about that component of the organizational value chain that is incredibly critical – and that can single handedly impact the end users’ perception and experience, and that can affect the profitability, credibility and the sustainability of any customer conscious organization in the long run – Customer Service. Suppose you buy a product off an internet portal, the said product doesn’t work as intended, you call up customer service. Now right there that is one function that can straight-away transform your customer experience. Post your conversation, you can leave feeling elated, dejected or angry, depending on how serious is the customer ethic within the organization. Sometimes, even with a good customer service team, you can be left feeling disappointed – but then, there are marks for trying. Even with a gr...
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In Conversation with: Sairee Chahal

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