Start-ups typically have constrained resources—money and people. On top of it, they often have little, if any, awareness and few consumers. Breaking through the start-up stage to become a viable firm requires extra vigilance. To better understand marketing from a smaller-sized firm perspective, I’m publishing a…
Split testing or A/B testing is a popular marketing tactic where businesses will change one or more variable their campaign for some of their users. In other words, consumers are exposed to two advertisements that look similar, except for the variable that was changed. The purpose…
Uber is laying off 400 of its 1,200 marketing employees, the company confirmed Monday. Uber said the cuts were designed to create a more centralized structure. Uber shares were down about 1% on Monday. The company said last month that Chief Marketing Officer Rebecca Messina was stepping down amid…
The real estate market in India’s financial hub of Mumbai has been severely hit by the liquidity crisis, making it even more vulnerable than the National Capital Region (NCR), the worst hit in the slowdown so far. Mumbai, India’s most valuable real estate market, is grappling with…
A question I get a lot from people who wear clothing is, “Where can I buy clothes that don’t cost too much, but won’t fall apart after the first wash?” As a former vintage clothing reseller and a long-time fashion podcaster, I’ve seen the good, the…
Despite the turbulence in the residential real estate market in many Indian cities, the investment climate, particularly for institutional investments, has remained robust over the past three years, a report states. Reforms such as the Real Estate (Regulation and Development) Act, the Benami Transactions (Prohibition) Amended…
The share of the large NBFCs/HFCs accounted for an estimated 50-60 per cent of lending to real estate developers. New Delhi: Lending to real estate developers by non-banking finance companies and housing finance firms (HFCs) fell by almost half to about Rs 27,000 crore because of liquidity…
Competitive businesses today are terrified by the prospect of exhausting their consumer bases – and this exhaustion has the potential to hit much sooner than what you might anticipate. Relatively modern forms of businesses in the online world make an effort to retain their customers by…
For today’s marketer, technology touches everything we do, from the CRMs that house our client data to the design software that powers our most daring creative. In fact, the martech-enabled ways in which we create more personalized and meaningful connections with our customers have moved from…
It’s been a banner few years for people who hate doing laundry. A slew of brands has arrived promising that you can wear their products for days, weeks, or months straight without ever putting them in the wash. Wool & Prince started the trend in 2013…