e Magus

Lately, everyone seems to be talking about personal branding and what it means in today's digital and marketing age. I cringe whenever I get to see any headlines or articles promoting 'Personal Branding' through social media. Every 3rd or 4th article on branding topic in my Flipboard dashboard is about personal branding - how important it is, how to capitalize, listicles on personal branding etc. Over the last 5 years google trends on personal branding shows an interesting pattern. While there is slight increase in terms of the interest over time, it has a jagged growth. The December months sees a huge dip & so also a mid-year dip around June-July. One main reason could be that year ends and mid-year periods are usually lean period for job changes, perhaps? As much as I don't like the whole idea of 'personal branding', this is a new reality and professionals needs to successfully engage with their audience with the available digital tools. While t...

Literally, the writing was on the wall for quite sometime now. Facebook has officially announced that they will limit the organic reach for posts on Facebook Pages. This means you pay, if you want your posts to be seen by more people, even if they are your fans. For more, read here While it is not end of the road for the brands to increase organic engagement with their audience through Facebook page, it surely puts a spanner to the works on how they will have to spend monies on Facebook advertising. Let’s be honest, most people would not like to interact with the brand on day to day basis, let alone visit the brand page regularly. So such a limitation might actually work in the brands favour, albeit with monies involved. What smart brand managers would need to do is, to increase the relevance of the post and then promote the same. One big difference this new rule from Facebook will make is, brands who have been focusing on increasing likes through paid advertising and...

This is a long form of what I had tweeted some days back. The strategy cycle: for marketing, it is digital; for digital, it is ecom; for ecom, it is going offline; when offline, it is marketing — Santosh (@santosheg) February 6, 2014 Each and every meeting, with various clients, has been about "time we moved to next stage" and depending on which stage the client was - the story changed. Stage 1: When the client is offline, enter the marketing strategy - the digital is the future (nay, present) and get him onto the bandwagon. There are various sub stages within this, POWS (Plain Old Website Stage), to Search Marketing, to Advertising, to Social, to Mobile Stage 2: When the client is doing Digital Marketing, it is strategy time to create business models in the space.. Enter Ecommerce, M-Commerce Stage 3: When the client is doing Ecommerce, then it is time to strategize and plan expansion through offline initiatives. It works meeting after meeting....each time, ...

L ast week Adage ( www.adage.com ) came out with a news article stating that Coca-Cola Company study finds no sales impact (lift) from online chatter (For more details you could read the article here http://adage.com/article/cmo-strategy/coca-cola-sees-sales-impact-online-buzz-digital-display-effective-tv/240409/ The article goes on to detail the study and the client input that Online advertising do work, and that social media plays a crucial role...However, some interesting pointers from the article: Can you link sales objective (especially short term) with social media, especially when it comes to FMCG or CPG? I say, plain stupid to even try and spend time seeking such results. This can only be successful, if there is social media led tactical campaigns to drive sales... Overall sales depends on the time, distribution, space (shelf), competition activities, price, etc What should your social media objectives be? No silver bullet here. But for a FMCG or CPG brand; it should be m...

Today is the age of personal media ownership. According to a recent news release from Twitter (http://blog.twitter.com/2011/03/numbers.html) on an average around 4 Billion tweets are sent out every month. From individual point of views, re-tweets, status updates, what’s happening?, and direct messages….Twitter has become the favourite platform for self-expression for many Every Twitter account can be measured on the following parameters – Popularity – The number of people following a twitter profile Pursuit – The number of people whom a twitter profile is following..either for information or interaction Publishing – The volume of tweets (original) and re-tweets being done by the profile Basis the above 3 P’s mentioned, we can organize the twitter users into different groups…and each group fit into the classical Archetype. The Twitter grouping: On the X- axis is broadly the values of Popularity/Pursuit (for ease of grouping have grouped into 3 categories – less than 1, equal to 1, and...