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  • Where art thou? | The Financial Express
    a person registered on Jeevansathi to arrive at a platform where the prospective match is waiting for him her The ad taps into a fresh insight of user inertia most users of these portals at some point run out of patience when faced with the task of repeatedly logging in and yet not being able to find the one The TVC aims to motivate this part of its target audience into taking action rather than let complacency set in Furthermore here is a refreshing matrimonial brand where the protagonist in its communication is no longer a young woman looking for a match or parents using their skills to get the kuwari ladki married off This induces freshness into the category Other players like Shaadi com BharatMatrimony or competing matchmaking apps like TrulyMadly have communicated an empowered woman s point of view From the right to choose to being answerable to herself first she is shown as having her own identity for instance she won t take on a new last name In a rush to be in sync with the modern empowered woman the man s role in ads in this category has been reduced to the mumma s boy the online creep or the traditional man who is identifiable as more of a son than a husband The current ad in question instead projects a confident man who is patient enough to wait for the other party to join the portal doesn t look upon negatively at the number of people he met and didn t click with and most importantly is secure enough to place trust in the portal s services What will be interesting to see is whether the brand continues to address specific painpoints user inertia in this case in its communication going forward First Published on February 2 2016 2 14 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator Financial Planner Inflation Planner Pension Calculator Employee PF Calculator Equity Screener Auto Loan Retirement Plan Savings Investment Guidance Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed Galleries IPL 9 auction Market Capitalisation Employment index Vegetable oil import BSE Sensex more PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 New Mahindra cars at the Delhi Auto Expo 2016 In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 India s biotech moment A made in India Zika virus vaccine Sanam Teri Kasam collections at Rs 1 25 cr Valentine s Day booster shot missing New Mahindra cars at the Delhi Auto Expo 2016 From Real Madrid to Chelsea Know the

    Original URL path: http://www.financialexpress.com/article/industry/companies/where-art-thou/205574/ (2016-02-08)
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  • Shinmin Bali | The Financial Express
    Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 India s biotech moment A made in India Zika virus vaccine Sanam Teri Kasam collections at Rs 1 25 cr Valentine s Day booster shot missing New Mahindra cars at the Delhi Auto Expo 2016 From Real Madrid to Chelsea Know the top 10 richest clubs Earthquake in Taiwan Magnitude 6 4 quake kills 14 over 100 missing scores injured in Tainan Real Madrid s Cristiano Ronaldo 31 soccer star and entrepreneur All you need to know in 8 slides How Zika virus infection can spread From mosquito bites to urine transmission top 5 points to note International Fleet Review 2016 President Pranab Mukherjee reviews naval fleet Asteroid TX68 to pass by Earth on March 5 at 9 000 17 000 km distance NASA Earthquake in Nepal 5 5 magnitude quake injures 15 tremors rock Bihar too Horoscope By Peter Vidal Today 08 Feb This Week 07 Feb 13 Feb SAGITTARIUS Your choices are perfectly clear Loved ones or close companions may be unreasonable but there is probably no escape from emotional tension What you can do however is make a conscious decision to treat all differences of read more Home Markets 2016 02 07 10 49 39 Outlook GDP data Q3 earnings to set market tone GDP IIP and consumer inflation will dictate market movement this week say experts while blue chips SBI and ONGC are also lined up to release their third quarter earnings numbers Sensex end 278 points up on value buying Lupin Vedanta shares surge Top 10 stocks that trended in today s trade Jindal Steel Lupin and more RBI to buy back inflation indexed bonds maturing in 2023 Mutual Fund AUM falls for third straight month in January Companies 2016 02 07 11 47 07 India Post to invest Rs 322 crore to augment parcel capacity In a bid to strengthen its position in the e commerce market India Post has proposed to invest Rs 322 crore till 2019 20 to augment parcel handling capacity through which it projects to earn a revenue of Rs 1 608 crore Facebook bans pages selling medical marijuana in US Aamir Khan loses Snapdeal contract Lupin Q3 net profit dips 12 per cent to Rs 530 crore BSE Institute announces launch of new zone for startups Economy 2016 02 06 19 54 52 Arun Jaitley asks states to step up infra social sector spending Finance Minister Arun Jaitley today said he expects states to increase spending on infrastructure and poverty alleviation schemes as the 14th Finance Commission has devolved higher funds to them Govt approves Rs 17 000 cr highway projects for 9 states Open to idea of separate mechanism for broadcasting cases Arun Jaitley Fattening MGNREGA is a national shame not pride Doubting India s fastest growing GDP stats economists devise their own Tech 2016 02 06 13 34 09 Google engineer

    Original URL path: http://www.financialexpress.com/author/shinmin-bali/ (2016-02-08)
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  • I am not a big fan of 4Ps: James M Lattin | The Financial Express
    for early stage companies new ventures There is a different solution for everyone First figure out who your customers are the different ways of reaching them and the conversion rate of each process used This will help in estimating how cost effective the method is Find the product market fit This means find consumers who are excited about the product Investors invest only if you show them consumers who are interested in your product and if you can find them cost effectively For each industry consumer behaviour is different First find where your target customers hang out and create content that matters to them For instance if they spend a lot of time reading blogs or on Facebook accordingly target them Have the rules of marketing changed Has technology changed the role of marketing The way in which marketing is practiced has changed but the principles are the same One rule that marketers need to understand is segmentation Consumers are different in terms of their preferences behaviour and attitudes Marketers still need to identify which segment of consumers they need to target Similarly the positioning strategy still remains the same What has changed is how you reach the target consumers and manage the relationship with them CMOs are some of the shortest tenured C level officers the reason being that the world is moving faster and so the window of opportunity for CMOs is greater Two organisations are demanding justification for each marketing dollar spent Ironically while we have better tools to determine RoI of each channel investment in marketing it is challenging to do that The expectations of organisations have moved faster than our ability to measure RoIs Brian Fetherstonhaugh of OgilvyOne has spoken on how marketing is no longer about the 4Ps Do you agree Increasingly experts are saying that marketers need to shift from crafting clever brand messages to creating experiences after all I was never a big believer of the 4Ps Few people are relying on it now as a teaching framework In small companies start ups and tech firms they don t follow it anymore Maybe for consumer packaged goods firms it still works such as segmenting responsibilities like who is going to work on promotion etc Each of the 4Ps is a tactic that is connected to a task So if one has to communicate value about a product he will use a set of tactics such as promotion and selling But today it is a lot of other things such as social media and so on Experience and engagement are different things Engagement is important for customer lifetime value You want them engaged so they continue to derive value from your product Netflix is a good example of a company that continues to engage with its subscribers It creates its own content and analyses viewing patterns of customers to find the things they will spend hours watching Experience is about communication sharing and nostalgia For example Facebook reminds me of things that make

    Original URL path: http://www.financialexpress.com/article/industry/companies/i-am-not-a-big-fan-of-4ps-james-m-lattin/205572/ (2016-02-08)
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  • Ankita Rai | The Financial Express
    note From Real Madrid to Chelsea Know the top 10 richest clubs New Mahindra cars at the Delhi Auto Expo 2016 Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 India s biotech moment A made in India Zika virus vaccine Sanam Teri Kasam collections at Rs 1 25 cr Valentine s Day booster shot missing New Mahindra cars at the Delhi Auto Expo 2016 From Real Madrid to Chelsea Know the top 10 richest clubs Earthquake in Taiwan Magnitude 6 4 quake kills 14 over 100 missing scores injured in Tainan Real Madrid s Cristiano Ronaldo 31 soccer star and entrepreneur All you need to know in 8 slides How Zika virus infection can spread From mosquito bites to urine transmission top 5 points to note International Fleet Review 2016 President Pranab Mukherjee reviews naval fleet Asteroid TX68 to pass by Earth on March 5 at 9 000 17 000 km distance NASA Earthquake in Nepal 5 5 magnitude quake injures 15 tremors rock Bihar too Horoscope By Peter Vidal Today 08 Feb This Week 07 Feb 13 Feb SAGITTARIUS Your choices are perfectly clear Loved ones or close companions may be unreasonable but there is probably no escape from emotional tension What you can do however is make a conscious decision to treat all differences of read more Home Markets 2016 02 07 10 49 39 Outlook GDP data Q3 earnings to set market tone GDP IIP and consumer inflation will dictate market movement this week say experts while blue chips SBI and ONGC are also lined up to release their third quarter earnings numbers Sensex end 278 points up on value buying Lupin Vedanta shares surge Top 10 stocks that trended in today s trade Jindal Steel Lupin and more RBI to buy back inflation indexed bonds maturing in 2023 Mutual Fund AUM falls for third straight month in January Companies 2016 02 07 11 47 07 India Post to invest Rs 322 crore to augment parcel capacity In a bid to strengthen its position in the e commerce market India Post has proposed to invest Rs 322 crore till 2019 20 to augment parcel handling capacity through which it projects to earn a revenue of Rs 1 608 crore Facebook bans pages selling medical marijuana in US Aamir Khan loses Snapdeal contract Lupin Q3 net profit dips 12 per cent to Rs 530 crore BSE Institute announces launch of new zone for startups Economy 2016 02 06 19 54 52 Arun Jaitley asks states to step up infra social sector spending Finance Minister Arun Jaitley today said he expects states to increase spending on infrastructure

    Original URL path: http://www.financialexpress.com/author/ankita-rai/ (2016-02-08)
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  • Numerology: Forecasted sector wise ad spends in 2016(%) | The Financial Express
    Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed Galleries IPL 9 auction Market Capitalisation Employment index Vegetable oil import BSE Sensex more PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 New Mahindra cars at the Delhi Auto Expo 2016 In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 India s biotech moment A made in India Zika virus vaccine Sanam Teri Kasam collections at Rs 1 25 cr Valentine s Day booster shot missing New Mahindra cars at the Delhi Auto Expo 2016 From Real Madrid to Chelsea Know the top 10 richest clubs Earthquake in Taiwan Magnitude 6 4 quake kills 14 over 100 missing scores injured in Tainan Real Madrid s Cristiano Ronaldo 31 soccer star and entrepreneur All you need to know in 8 slides How Zika virus infection can spread From mosquito bites to urine transmission top 5 points to note International Fleet Review 2016 President Pranab Mukherjee reviews naval fleet Asteroid TX68 to pass by Earth on March 5 at 9 000 17 000 km distance NASA Earthquake in Nepal 5 5 magnitude quake injures 15 tremors rock Bihar too Editor s Pick How Zika virus infection can spread From mosquito bites to urine transmission top 5 points to note From Real Madrid to Chelsea Know the top 10 richest clubs New Mahindra cars at the Delhi Auto Expo 2016 Earthquake in Taiwan Magnitude 6 4 quake kills 12 over 100 missing scores injured in Tainan Real

    Original URL path: http://www.financialexpress.com/article/industry/companies/numerology-forecasted-sector-wise-ad-spends-in-2016/205568/ (2016-02-08)
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  • The new age brand manager | The Financial Express
    about how the fundamental role of brand managers will change as these technologies are widely adopted across industries Traditionally data and analytics have been used to understand and develop insights about the customer journey and to measure the impact of various marketing actions Machine learning and artificial intelligence are upending the traditional paradigm in a big way by automating the decision making itself Thus the role of the brand manager which in the past was about using insights to make better decisions is changing as machines can do a host of tasks better and more efficiently Let s take the example of marketing budget allocation a big part of a brand manager s role Traditional methodologies such as market mix modelling and digital attribution have depended on analysing historical data to understand drivers of ROI and then using this learning to enable brand managers to make better decisions for the next quarter In this currently evolving scenario decisions need to be made faster across a larger number of ever expanding channels where customer behaviour competitor strategies and their marketing spends are constantly in flux No brand manager can keep pace with this complex environment We have already seen the role that programmatic buying has taken in online media buying Similar approaches are now being tried in other areas of marketing budget allocation with significantly improved results What does all of this mean for a brand manager In the short term brand managers will continue to enhance their analytical skills However as machines take a bigger role in decision making it will be the creative side of brand managers that will matter more If in the future data driven decisions will be done entirely by AI and ML enabled machines what will be the brand manager s role Fortunately computers have not yet learned to be creative like humans and that is where brand managers will play a bigger role Creativity will have to be applied to come up with new campaigns that are different from what has been done in the past including new messages new channels etc Once a new creativity based campaign has been run machines will take over and optimise it further while the brand manager goes back to coming up with the next creative solution This world is not too far from where we are a number of forward thinking companies and start ups have already started moving in this direction It is time for the rest of us to catch up before the wave sweeps us away Anil Kaul The writer is co founder and CEO Absolutdata Analytics First Published on February 2 2016 2 01 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator Financial Planner Inflation Planner Pension Calculator Employee PF Calculator Equity Screener Auto Loan Retirement Plan Savings Investment Guidance Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes

    Original URL path: http://www.financialexpress.com/article/industry/companies/the-new-age-brand-manager/205566/ (2016-02-08)
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  • The Living Room Revolution | The Financial Express
    media audience Even traditional players like YRF have created a loyal following for their digital only content What the OTT platforms will do over time is to spawn this ecosystem further by lowering the entry barrier for a creator In other words don t judge a Netflix by the fact that only 7 of their US content is available in India but by how a new breed of creators will craft content exclusively for that platform Download versus streaming India has always chosen downloading over streaming and on the face of it this doesn t augur well for OTT channels However if you go a little further down memory lane you will remember that just a decade back we had a similar argument against Apple s iTunes Why will one buy music when you can just steal it for free But see how far we have come from there The imploding hegemony of television There is a generation in India that does not watch TV or watches very little of it Web content is making its way into living rooms across multiple devices This generation is not a fan of appointment viewing and they have a TV today largely just for live broadcasting like sports This is a small tribe today but it might well set the norms for tomorrow OTT platforms not only give them the convenience of time but also the choice of genre According to GroupM s TYNY report the Asia Pacific region will overtake Western Europe as the second largest market for VoD services by 2020 fuelled by the growth of smartphones As a marketer this is great news because beyond ad properties OTTs open the door for more creative and organic integration of brand stories into content Karthik Nagarajan The author is national director GroupM Content First Published on February 2 2016 1 53 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator Financial Planner Inflation Planner Pension Calculator Employee PF Calculator Equity Screener Auto Loan Retirement Plan Savings Investment Guidance Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed Galleries IPL 9 auction Market Capitalisation Employment index Vegetable oil import BSE Sensex more PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 New Mahindra cars at the Delhi Auto Expo 2016 In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 India s biotech moment A made in India Zika virus vaccine Sanam Teri Kasam collections at Rs 1 25 cr Valentine s Day booster shot missing New Mahindra cars at the Delhi Auto Expo 2016 From Real Madrid to

    Original URL path: http://www.financialexpress.com/article/industry/companies/the-living-room-revolution/205565/ (2016-02-08)
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  • The next big thing | The Financial Express
    for a lot of players will be sustainability says Gandhi One needs to create a quality product find the right monetisation model take on the challenge of creating aggregating differentiated engaging content bear the cost of marketing the service and manage technology and streaming costs It s a tough business he adds Moreover there are only a handful of major players in the market presently which signifies the need for more platforms to come in and grow the ecosystem Because the entertainment market is so broad multiple brands can be successful Many people will subscribe to several services including Netflix since we have different exclusive content The transition to internet TV with its greater consumer satisfaction will mean growth for many internet TV services the Netflix spokesperson says Given the low cost of cable subscription in India can OTT video players put a compelling cost benefit proposition for mass adoption Many DTH Direct to Home players like Tata Sky Dish TV and Videocon d2h are also giving competition to OTT platforms by launching their own mobile TV services or other unique content offerings NexGTV COO Abhesh Verma states Competition is always good from the consumer perspective as they get more variety However all of us will be vying for the same eyeballs Industry experts believe that no player has yet found the magic formula for monetising free OTT services But there is hope India has a bright future for online video services driven by the growth of connected devices large internet enabled mobile user bases increasing internet penetration and growing consumer appetite for on demand content services Beyond Indian shores India is a unique market and many experts believe that comparing the Western market with India on video consumption would be unfair While the West moved from desktop to mobile India has predominantly been mobile and will continue to be so says Milind Pathak chief operating officer Madhouse Also in the Western OTT markets digital video life cycles have evolved in a way that creating consuming and paying for high quality digital video content is already a big trend Indian OTT is only just picking up with the original digital content being produced The Indian OTT market is still primarily driven by premium movies live channels quality short webisodes cricketing events etc However the geographical expansion of large OTT video portals such as Netflix and HOOQ is an endorsement of the fact that India is ripe for multi screen streaming options Netflix s entry will change the Indian market where people will have legal access to premium exclusive content across multiple digital screens says Dave Maan EVP video solutions TO THE NEW Digital This will eventually benefit the existing OTT players by bringing more premium digital content that can be monetised at higher price points within the SVoD model Though ours is a price sensitive market Indian consumers will go with the players which not only suit their taste but at the same time offer value for money highlights Jyoti

    Original URL path: http://www.financialexpress.com/article/industry/companies/the-next-big-thing/205543/ (2016-02-08)
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