abhisheksinha – Abhishek Sinha

The evolving role of strategic planning in a data-driven world

Reading time:7 mins read

My two cents on the subject. For the young guns in marketing With the advent of new tools, technologies and platforms, the role of strategic planning has evolved significantly in recent times, more so for the digital-first agencies. Young marketers and strategists who are currently at the cusp of mainline and digital are often seen caught in the conundrum of gut vs data. Gut instinct or data-driven approach? You need both. In the age of data-driven marketing, relying on gut instinct may seem counterintuitive. However, multiple studies have shown that listening to your gut can yield more accurate decisions. In…

Liquid Death: Bringing life to stagnant packaged water business

Reading time:6 mins read

In a crowded and cluttered packaged water category where every brand is struggling to make a mark in the market and minds, Liquid Death not only managed to capture consumers’ attention but also were able to scale up significantly. And quickly. Founded by adman Mike Cessario just a year before the pandemic, Liquid Death, the canned mountain spring water brand, is now valued at over $700 mn. So, what’s the brand’s, rather Mike’s, recipe of success? The man’s deep understanding on the fundamentals of marketing, his unwavering belief that creativity is the evergreen formula to build brand and businesses and…

Gen Z and millennials: The generational myth

Reading time:6 mins read

My two cents on the subject for the young guns in marketing This is not just another post on the ‘secrets’ of Gen Z behaviour or about what marketers can do to woo the millennials. We already have enough ‘eye -opening’ research findings and ample literature doing the rounds on the internet. As a marketeer, we rely on studies done by the Big4 or similar other research firms and our clients somewhat believe in what the reports say. However, not everything that you read about these generations is true and valid from a marketing perspective. I know folks who build…

METAVERSE: THE GOOD, THE BAD AND THE UGLY

Reading time:7 mins read

The dark side of metaverse Metaverse, the buzziest buzzword in the marketing community until a month ago, is fast losing its SOV to ChatGPT. However, it’s highly unlikely that its glory is going to fade so soon. Metaverse is here to stay as most brands still want to join the bandwagon; marketers are still going gaga over it and trying to make waves even before testing the unchartered waters. Certainly metaverse offers a playground for innovation and experimentation to the marketers but the fact is – majority of them don’t have ample clarity on the subject and don’t have the…

BRAND BUILDING OR PERFORMANCE MARKETING?

Reading time:4 mins read

HOW WE CAN STOP BEING MYOPIC AND LOOK AT THE BIG PICTURE In this day and age, every other marketer is looking for short-cuts to achieve their marketing goals and it’s almost rare to find a client who really looks at the big picture and invest in long-term strategies. NEIL PATEL RULES THE ROOST. NEIL FRENCH IS PASSE' Old guard marketers still focus on building the brand and creating salience whereas most young guns in this profession don’t really get the idea of ‘brand building’ and invest largely on performance marketing to meet the KPIs and justify their marketing spend.…

IS DIGITAL MARKETING LOSING ITS CHARM?

Reading time:11 mins read

Food for thought for the young marketers Digital marketing spend has increased post covid and it’s bound to witness a significant jump once 5G is launched. However, in the recent past digital has been in the mainstream news for all the wrong reasons that's not only eroding its credibility but also putting a brake on digital spend by many brands. The average ad-fraud rate is projected to go up to 45–55% against the present 25–35% as per techARC report. Brands and marketers who are new to digital and social media marketing must understand the nitty gritty before putting their money into it.…