The Marksman December 2019 Issue by The Marksman

Dear Readers, We proudly present to you the December 2019 Edition of our illustrious magazine, The Marksman. For this edition we have put together a corpus of marketing that every reader will thoroughly enjoy and learn from.

Our cover story this month is, “Sustainable Marketing”. We live in the 21st century, a time of being heard and being open. People define their identity based on what they want and what they believe in and expect nothing less from the brands they buy from. Sustainable marketing is a way to build relationships

with consumers while letting them know that they are important and so are future generations. It may just be the reason why a consumer prefers one company over the other. A very hearty congratulations to the winner and the runner up of this month‟s Call for Articles, Vraj Patel (KJ Somaiya Institute of Management Studies & Research) and Ashish Mahamankar (SIMSREE Mumbai) respectively, whose articles have been featured in this issue. We are overwhelmed by the response that we have received from all of you and encourage you to write to us with the same enthusiasm. We would also like to hear back from our esteemed readers on how you found our Monsoon edition. We value your feedback as it helps us to constantly improve and write better !

Enjoy Reading! Stay connected with us on https://theinterfacesimsr.com/magazine/ Follow our Facebook page for more updates.

DECEMBER EDITION

INDEX Kickstart

Tweets

Marketing Faux Pas

Cover Story

Pioneer

Special Story

Brand Markive

More Than Marketing

Hall-Mark Campaign

Itâ&#x20AC;&#x2122;s All About Ad-itude

Bookworm

Featured Articles

Squarehead

KICKSTART - HARDIK TRIVEDI

StepSetGo Fitness tracking apps have been a period boom for majority of us. We start using one such app religiously in the initial time of downloading it with a gradually decrease in the usage finally resulting in the app just staying there in the menu tray untouched. Startups with business idea revolving around fitness tracking should have the unique selling point that garners majority of long-term customers.

One such Mumbai-based startup, StepSetGo, is an example of how right marketing and customer interaction could be helpful in boosting the customer base.

StepSetGo is an app that helps an individual track its daily workout, be it regular walking, jogging to proper core exercises. This thing is then similar to other fitness tracking apps, right? The entire palate of counting the calories burnt, displaying the daily, weekly, monthly chart, tracking weight on a regular basis, everything that any other app offers is offered by StepSetGo. So the question arises, what is the unique thing about this app? Why does it gather more eyes than other fitness tracking apps? 1 MARKSMAN

StepSetGo Is one of the unique apps in the market that motivates you by rewarding for each step that you take

DECEMBER EDITION

KICKSTART

Well, to keep a customer engaged with the app, the company needs to make constant interaction with the customer, provide them with features that the customer is looking out for. The customer should be prompted to open and use the app on a regular basis. And StepSetGo uses the right strategy in getting the customers in multiple fold. StepSetGo rewards coins at each particular number of steps taken by the customer. The more the customer walks, the more coins received. Interesting, isnâ&#x20AC;&#x;t it?

With tie-ups made with multiple brands, StepSetGo gives its users a pool of goodies to choose from

Using these coins the customers could buy items available from the store, things ranging from earphones to smart watches. The startup smartly divided these rewards in different steps spread across different levels. These multiple levels keep the customers motivated to regularly exercise and monitor in the app. For walking few kilometres regularly you are able to buy things almost for free, who would say no to that, right? Remaining updated with latest trends is also important for the company to be at the top in the competition. Recently StepSetGo came into news when they mocked the sky high price surge of onions. One of their rewards was getting few kilograms of onions on reaching up to a level in the app. Later of course, they declared that it was all for fun. Available on both AppStore and PlayStore, this is one app that users should try out at least once. 2

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TWEETS TWEETS - Vyom Bhatnagar

Ho-Ho-Ho…liday Marketing The holiday season is a time for gift-wrapping, Christmas carols, colorful decorations and lots of sweets. It‟s also a time for office get-togethers. Since Christmas comes along with holidays with a tag of last festival of the year. People really geared themselves for this annual holiday seasons and also the companies too. You don‟t believe me so let‟s walk you through the numbers. For e.g. Americans Spent $128 billion dollars in Online Stores during holiday season of 2018. So every company try to get the maximum of this. With the advent of Social Media and especially Facebook, Twitter, and Instagram companies are using this a powerful tool to attract attention. For e.g. Volvo posted a tweet that “When you gift yourself a Volvo for Christmas, you gift the New Year Cleanser Air. This clearly relate to Volvo killing 2 birds with one stone, one being the customer and second is cleaner air concept with rise to pollution levels.

This clearly relates to Volvo killing 2 birds with one stone, one being the customer and second is cleaner air concept with rise to pollution levels.

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TWEETS

40% of the $1,536 avera ge holiday spending was devoted to “experience purchases”: travel, restaurants, and other forms of socializing away from home.

TWEETS Let me quote the Christmas statistics published by Deloitte which clearly indicates that gifts accounted for about one-third of that total, while another 40% of the $1,536 average holiday spending was devoted to “experience purchases”: travel, restaurants, and other forms of socializing away from home. Every brand strategize according to these statistics. On the same line Ford India Twitter especially quoted “#fordfamily” making a personalized statement and clearly targeting to those who are returning to their homes after a hectic year. Dear Reader, This season is not only about sending Christmas Cards, tweeting, posting but also about spending time with your loved ones. So switch off your phones and live these moments with them, and by the way MERRY CHRISTMAS!

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FAUX PAS -ABDUL MANNAN Snapchat – More like Tonedeaf

Like everything in life, branding has rules. One of those rules is to never intentionally shame victims of domestic abuse. We weren‟t surprised to see that Snapchat lost $800 million off its share price after running this gem.

This distasteful ad asks users to reveal whether they‟d prefer to slap Rihanna or punch Chris Brown. Users widely detested the ad for making light of domestic abuse and quickly took to social media to air their frustrations. Rihanna is not happy with Snap for the tone-deaf ad the company let run on Snapchat. A couple of days ago, an advertisement on Snap appeared that alluded to Chris Brown‟s violent assault on Rihanna back in 2009.

The advertisement, which was for a game called “Would You Rather,” asked if people would “rather slap Rihanna or punch Chris Brown.” Snap has since removed the advertisement, but Rihanna said she‟s concerned about the message it sends to other survivors of domestic violence.

Rihanna calls out Snapchat for tonedeaf ad that made light of domestic violence

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FAUX PAS “We are so sorry we made the terrible mistake of allowing it through our review process,” a Snap spokesperson said. “We are investigating how that happened so that we can make sure it never happens again.”

Snapchat Loses Almost $1 Billion After Rihanna’s Furious Response to Domestic Violence Ad

Snap has also since blocked the maker of “Would You Rather” from advertising on its platform. On Monday, when people first noticed the ad, Snap said it was reviewed but approved in error. “We immediately removed the ad last weekend, once we became aware,” Snap said earlier. This massive fail by Snap comes shortly after both Snapchat and Instagram had to remove their Giphy GIF sticker features after a racist GIF appeared as an option. To be clear, this ad never should have been approved in the first place, according to the company‟s advertising policies.

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COVER STORY Sustainable Marketing

-Yash Poddar

Concern for our own off springs that how are they going to survive with such harsh social and scarce environmental resources has given rise to realisation of importance of sustainability and steps towards them being appreciated in a way it mostly connects deeply with people and now plays one of the most important role towards creating an image for any organization. The UN has also pressed on how sustainable steps play the key role in achieving the ambitious goals for the organization.

In the US, sales

Yet businesses are failing to work on the UNâ&#x20AC;&#x;s sustainable

of products

development goals. In 2015, polling group Nielsen surveyed

with

30,000 people in 60 countries around the world. They inquired what influences the way consumers feel about brands â&#x20AC;&#x201C; and how those feelings impact buying behavior. Nielsen's survey results showed consumers' increasing willingness to

sustainable

attributes make up 22%

purchase sustainably around the globe. The survey found that

of the total

two-thirds of respondents would happily pay more for

store

sustainable goods.

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COVER STORY

Sustainable marketing, also referred to as green marketing, is when a company focuses social and environmental investments as a marketing strategy. Companies are often criticized for waste, price markups, and misleading advertising. To counteract this type of publicity, more companies are turning to sustainability

marketing. Sustainability marketing is a way to build relationships with consumers while letting them know that they are important and so are future generations. While it is a developing field, sustainability marketing is an important piece of marketing strategy. How many companies are there that can change your oil? Sustainability marketing may just be the reason you choose a certain company over the many others out there.

“The greatest threat to our planet is the belief that someone else will save it.” – Robert Swan, Author There are five common strategies for sustainability marketing.These include: • • • • •

Consumer-oriented marketing Customer-value marketing Innovative marketing Sense of mission marketing Societal marketing 8

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COVER STORY

COVER STORY Hershey‟s is a prime example of why incorporating sustainability is so important. Continuing to exploit the unfair labour practices in cocoa industry while its companies like Mars, Kraft, Nestle, Cargill, and other competitors have worked to adopt fair trade certification and release information regarding their suppliers. Despite many requests for public disclosure of its cocoa suppliers, Hershey still declines to name them On the day Hershey's launched its sustainability report, Global Exchange, Green America, the International Labor Rights Forum, and Oasis USA launched a report titled “Time to Raise the Bar: The Real Corporate Social Responsibility for the Hershey Company”.

“Hershey has no policies in place to purchase cocoa that has2018, been produced without the use During of labor exploitation, and the company has consistently refused to provide public Hershey updated information about its cocoa sources. Additionally, materiality matrixno move to shift to Hershey has made third‐party certification for the cocoa that it with themoney child itlabor sources has invested in various programs in West Africa has actually impacted issues that are reductions in forced, trafficked, and child labor among the suppliersto of its cocoa. Finally, most important Hershey‟s efforts to further cut costs in its cocoa production has led to a reduction in good stakeholders. jobs in the United States.”

In 2018, Hershey included eradicating child labor and promoting fair labor practices in the prime list of objectives.

The company faced lot of criticism and recognized the need to improve labor conditions in the supply chain and has developed several initiatives to help create positive change in the cocoa industry from West Africa. 9 MARKSMAN

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COVER STORY There‟s a significant (and deepening) water risk in India that endangers businesses. Grasim‟s pulp and fiber plant and Reliance‟s plastics plant both had to shut down as a result of the strain on water resources. Similarly, companies face significant social risks if they don‟t prioritize sustainability, as seen with last year‟s protests against Vedanta‟s Sterlite Copper plant and the 2015 demonstrations at Hindustan Unilever‟s mercury plant. These situations are prompting companies to bring sustainability into sharper focus. On the other hand companies who realised the potential of sustainability. One such Example would be TATA where TCS has a globally recognized Sustainability practice Price and has already topped the Newsweek‟s top World‟s Greenest Company title.

TCS also has a global green score of 80.4% and this has mainly

happened due their initiative of creating technology for

Tata includes sustainability in its mission statement as

“people, planet and profits”

turning these efforts into more profitably. Tata Chemicals has implemented several schemes to save energy across its plants, including the commissioning of a solar photo-voltaic plant.

agricultural and community benefits.

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COVER STORY Shree cement experimented with tweaks to production processes to decrease the amount of electricity it needed. Small changes added up to significant savings, Shree‟s engineers widened the scope of their conservation, turning their attention to ways to reduce the use of the company‟s kilns. By replacing some of the clinker with waste coal slag and fly ash recycled from the kilns‟ operation, Shree‟s engineers could make a cement suitable for certain Price applications and save a lot of energy. Finding that it could generate electricity much more efficiently than the local municipal power plant, Shree built larger, coal-fired plants, whose production more than covers the company‟s growing needs. Deregulation in India‟s power industry has made it possible for Shree to sell its excess electricity on the open market, which it generates at some of the lowest prices in the region. The conclusions here remains that companies might

“By extending

have to actively alter how they operate but should

their sustainability

continuously look for innovations that could embrace

efforts to

and inculcate green movements.. Companies should use

customers’

these activities to market themselves as many

operations, firms

companies have. ITC have used its commitment

have achieved

towards

sustainability

negative

connotation

associated to being a tobacco company. Sustainability

impressive growth.”

has become the need of the hour and they should look -HBR REVIEW

to create even better profits from it 11 MARKSMAN

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PIONEER - HARNEET SINGH GHATEHORA

KUNAL JESWANI In 2015, Ogilvy announced that Kunal Jeswani, has been named the agencyâ&#x20AC;&#x;s next Chief Executive Officer. The most decorated and revered advertising figure in India, Jeswani is undoubtedly in the David Ogilvy mold. He is an extraordinary leader who is passionate about big ideas and delivering them to clients, all while keeping the greater good at the top of mind.

He managed many brands which includes Standard Chartered Bank and Charms Cigarettes.

A post-graduate in communications from MICA, Jeswani started his career with Enterprise Nexus in 1996. He spent over 7 years at this creative agency, growing from Assistant Account Executive to Client Services Director. He managed many brands which include Standard Chartered Bank and Charms Cigarettes there. In 2003, he joined a small boutique creative agency called the Republic as a Consultant to lead the business. The Republic was a small, culturally vibrant team of 20 creative people and according to him, that was his first business leadership opportunity. 12 MARKSMAN

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PIONEER

After joining Ogilvy in 2015, he started his career as Sr. Vice President and had been at that position for straight 5 years. Then he was the President and country head and was finally chosen as Chief Digital Officer. He changed many roles and responsibilities in his career which now led him to be a CEO of such an esteemed organization.

He is currently leading a creative culture for over 1000 people across 6 offices in India. His excellence in creative communications business in India led Ogilvy to have a client base that include Vodafone Idea, Mondelez, Unilever, The Tata Group, The ITC Group, Amazon, IBM, BMW, Pidilite, Asian Paints, Dabur, Pernod Ricard, YUM Foods, Perfetti Van Melle, Bajaj Auto,WIPRO, CEAT, Kelloggs and many others. Driving all Ogilvy India digital transformation initiatives including service expansion, acquisitions and partnerships. He also manages the P&L across all Ogilvy India offices and Business Units.

His aim is to Re-engineer the company to take it from strong individual business units to an integrated enterprise that serves diverse client needs seamlessly.

His aim is to re-engineer the company to take it from strong individual business units to an integrated enterprise that serves diverse client needs seamlessly. He also manages the P&L across all Ogilvy India offices and Business Units.

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SPECIAL STORY Coca cola & Sustainability Coca-cola is introducing KeelClip – minimalist paperboard packaging – to replace plastic wrap on its can multipacks across Europe. Coca-cola, along with their bottling partners in Europe, will launch the technology in the beginning of 2020.

- Khyat Shah

With more and more companies making sustainability a core part of their strategy, sustainability isn‟t just a trend anymore in today‟s world. Consumers throughout the globe, are actively concerned with environmental issues and at the same time companies are constantly benefitting from a wide range of technologies and creative options. Brands today, have the opportunity to connect with the people on a common, sensitive, global issue – helping the environment and brand image. Coca-cola is doing exactly this, by introducing KeelClip – minimalist paperboard packaging – to replace plastic wrap on its can multipacks across Europe. Coca-cola, along with their bottling partners in Europe, will launch the technology in the beginning of 2020.

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SPECIAL STORY Replacing plastic and minimizing cardboard- the recyclable paperboard KeelClip is made up of a top board on which the cans will clip onto along with a central cardboard „keel‟ which is similar to a ship‟s keel- which will be used to stabilise the pack.

Coca-Cola says that it has closely worked with Graphic Packaging International, the US developer of the KeelClip, to optimize the technology for this product. “This new type of packaging not only replaces the plastic wrap, but also minimizes the amount of paper and card required.” says Coca-Cola. Coca-cola will discontinue shrink wrap from all the can packs in the European markets by the end of 2021. It is estimated that they will invest nearly $16.6 in KeelClip. These packs will first launch in Ireland and Poland in early 2020 and then in Italy, Switzerland,Austria and Romania followed by the rest of the European market. According to Coca-Cola, the introduction of KeelClip will save 2,000 tonnes of plastic and 3,000 tonnes of carbon dioxide.

All the multi-packs of up to eight cans will have a KeelClip on them, while the larger multi-packs will be packed by a carton pack. Earlier in 2019, Coca-Cola brands Honest Tea, Glaceau Smartwater and Chaudfontaine mineral water announced they would transition to 100% rPET bottles in Europe next year and hopefully more brands will also invest in maximizing sustainability in their activities.

According to Coca-Cola, the introduction of KeelClip will save 2,000 tonnes of plastic and 3,000 tonnes of carbon dioxide.

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BRAND MARKIVE -Yash Sancheti

MARVEL The story of Marvel Comics began in 1939 when Martin Goodman created Timely Comics. This was the golden age for superhero comics. Timely Comics took backdrops of the world war and introduced characters like Captain America. These comics became very popular with the general public until 1950 after which Timely cancelled the comics in this genre as superheroes fell out of vogue. Goodman formed his own distribution company and Timely Comics became Atlas Magazines.

In 1960‟s, the so called silver age of superhero comics, rivals DC comics ushered. This led to the beginning of the shared storytelling palette known as the Marvel Universe as Goodman responded to the once again growing interest in comics by commissioning writer Stan Lee and artist Jack Kirby to create „The Fantastic Four‟. Goodman once again changed the name from Atlas to Marvel Comics. The aim through their reinvention was to create a The aim superhero setting that had all elements of the real world through where everything was not perfect and the heroes interacted with each other, often arguing and fighting with each other. their The success was followed by the creation and introduction of reinvention other characters like Spider-Man, The Incredible Hulk and the was to X-Men.

create a superhero setting that had all elements of the real world.

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BRAND MARKIVE

In 1968, after selling 50 million comic books, company founder Goodman revised the constraining distribution arrangement he had with Independent News during the Atlas years, allowing him now to release as many titles as demand warranted. Marvel also ventured into audio in the year 1975 with a radio series and a record, both having Stan Lee as the narrator. Marvel held its own comic book convention, Marvelcon '75, in spring 1975. In 1991 Marvel lost 7 of their most prized artists in a deal brokered by Malibu Comics owner Scott Mitchell Rosenberg. Three years later Rosenberg sold Malibu Comics to Marvel and with this started a leading standard for computer colouring of comic books developed by Rosenberg. Marvel was facing bankruptcy in the 90‟s and was looking to overcome this by selling theatrical rights of many of its characters. Sony bought the rights for Spider-Man believing it was the only character movie goers will care about while Fox bought the rights for Fantastic 4, Deadpool and The X-Men. In August 2009, Walt Disney acquired Marvel Entertainment, the parent company of Marvel Comics. This was the start to one of the most successful movie franchisee‟s,The Avengers.

The inclusion of the ongoing social issues such as pollution, race, drug abuse resonated very well with the audience.

Marvel‟s success can be attributed to their more realistic approach. The inclusion of the ongoing social issues such as pollution, race, drug abuse resonated very well with the audience. Marvel‟s approximate worth is said to be more than $4 Billion.

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MORE THAN MARKETING -Piyush

AS Roma – Going Beyond Football In recent seasons, Roma has created a reputation of being digital and social media leaders when it comes to the club‟s innovative engagement strategies, in particular the award-winning transfer announcements released over the past two summers. After kick-starting the trend for funny and weird social media player signing announcements in 2017, Roma killed off that video style in 2018 in favour of deliberately lo-fi efforts, including intentionally bad photoshop – helping the transfer unveilings go viral on Twitter.

“With Roma, we wanted to use the viral nature of social media transfer announcements to help raise awareness for missing children” In 2019, Roma took a completely different approach to announce new signings – in an effort to use the club‟s extensive digital media following and presence for social good. With each player signing announcement the club made in the summer, a video was released that featured the faces and details of a number of children who have been missing – with the goal of generating publicity that could result in someone, somewhere, offering valuable information about the whereabouts of the missing child.

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MORE THAN MARKETING Initially, the club released two videos per player announcement via its social media accounts – one featuring Italian children, and another featuring American teenagers. The club is currently in talks with a British charity about providing information and photos on more children currently missing in Europe. The details of the children featured in the videos, have been provided by the National Center for Missing and Exploited Children in the United States and Telefono Azzurro in Italy, two organisations that AS ROMA partnered with, for this very cause, earlier this year. Founded in 1984, The National Center for Missing and Exploited Children (NCMEC) is a non-profit organisation whose mission is to help find missing children, fight child sexual exploitation, and prevent child victimisation. NCMEC works with families, victims, private industry, law enforcement, and the public to help prevent child kidnapping, finding missing children, and providing services to fight and combat child sexual exploitation. Today, with better public awareness, training, laws, and technology, NCMEC is able to help bring more missing children back to home every day. “We have a massive social media following and our announcements generate incredible reach and awareness, all over the world.So we thought that at the exact moment when the world’s attention is on the club’s announcement, we could use our social media channels not for self-promotion but rather to help both the National Center for Missing and Exploited Children and Telefono Azzurro find missing children” 19 MARKSMAN

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HALL-MARK CAMPAIGN - Mohit Nagdev

Durex: GoPlaces Durex is one of the largest companies selling condoms and promoting safe sex all over the world. The company recently launched 3 new unique flavours – Bubblegum, Wild berry, and Vanilla popsicle fueled by a new marketing campaign. This campaign aimed at overcoming the problem of boring sex which is faced by a lot of people in India and followed the notion of “Un-boring Sex”.

Durex Global Sex Survey conducted in India in 2017, revealed that nearly 74% of Indians are bored of sex and want to try something new in bed.

The new flavours were launched to increase the variety of flavours available and thereby increase the excitement of users using Durex. The campaign began with posts on social media platforms displaying interesting facts about sexual health and habits of Indians .

These posts were also made by various influencers garning greater attention which was followed by a chat show on the topic: “How to un-bore sex” featuring media personalities like Karan Kundra and Anushka Dandekar. 20 MARKSMAN

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HALL-MARK CAMPAIGN The campaign then introduced digital videos on social media platform with the tagline: ”Go Places”. Unlike typical condom ads, these videos depicted the perspective of not only the men but also women‟s perspective and how these flavours enabled them to fantasize about men thus depicting people‟s willingness to try something new in bed and overcome the boring sex problem.

Then the brand released a couple of ads showing off their new flavours which highlights how these new unique flavours help in developing fantasies among people which forms the basis to “Unbore sex” . In addition, it shows that it is not only men who have sexual fantasies which has been depicted in most previous advertisements of condoms, but women also fantasize about men and these flavours support them well. This commercial perfectly aligns with and promotes the brand‟s marketing agenda for these new flavours. In addition, the GoPlaces campaign has a wide reach on all digital media platforms as a part of its 360 degree approach to increase customer engagement. In order to increase the consumer reach, the brand has also lowered its prices. This campaign depicts how Durex is moving towards making consumers more interested in sex .

With the consumers’ trust and acceptance for the brand, Durex hopes to declutter the flavoured condom market and un-bore consumer’s sexual experiences by taking them places.

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It’s all about Ad-titude -FAIQA SHAIKH

Budweiser: The Beer that learnt! Media is a representation of the world we live in and many a times it is only after years that we can reflect and realize where we went wrong as a society. There must be very few individuals who are not aware of the world famous beer brand, Budweiser. In the 50‟s and 60‟s this brand released a series of advertisements that were highly male centric and portrayed women in sub-servient roles to their husbands. Although the society we live in now is still not perfect and we do still have many biases and stereotypes that do exist considering gender roles but we have come a far way from the image portrayed in the 50‟s .

Gender Stereotypes are a major cause of concern in advertising. It is crucial to understand that all people are equal irrespective of gender

Budweiser realized their mistake and decided to take up course correction, they went back and recreated their old advertisements to make right what was wrong. Up on top to the left is the advertisement from the 50‟s showcasing the woman as the server and the man as the king; in the recreated advertisement, both husband and wife are sitting together as partners enjoying the beer! We often learn from the media we see around us, not in a conscious manner. For a child growing up in the 50‟s a woman as a server to her husband wouldn‟t seem as wrong, but today the customers are ‟woke‟ and they can differentiate right from wrong.

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IT’S ALL ABOUT AD-TITUDE For a customer in today‟s time it is not only the product that matters, but also the values of the company and if they feel that a company doesn‟t represent their morals; they shift to other alternatives instantly. Budweiser was courageous to accept that in the past their outlook on genders was wrong and they went ahead to recreate it correctly and this step is what makes them stand apart! Replacing their old quotes such as “She found she married two men” with “She found she has it all.” just goes to show what a long way Budweiser has come !

According to a study in US in the year 2018, only 61% of ads portray women positively or in empowered roles, this course correction by Budweiser was a step in the right direction to improve the way we see women in media and also to bring in diversity & accuracy with respect to reality! It was definitely an Ad with a lot of Attitude!

Where there’s life there’s bud…and it’s there for everyone, not just the men or the women

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BOOKWORM - Chetna Bhola

The 22 Immutable Laws of Marketing If you are looking for a marketing book that focuses on the real idea of marketing and not the specific or latest tactic, The 22 Immutable Laws of Marketing is for you. The 22 Immutable Laws of Marketing by Al Ries and Jack Trout is a short book on the common pitfalls of marketing, focusing the key points like where you can go wrong in your marketing campaign. In this book, the author has mentioned about various companies and their campaigns that now have ended due to failure and implementation of wrong marketing strategies. After reading this book, you will have a fair idea as to how you can build your next successful marketing campaign. Focus of the book is towards the extreme specifics of marketing in general and not on any particular strategy or technique of marketing. This is how the book separates itself from any other marketing book. Even though it was published in 1993 and with so many changes happening around, the book is still relevant much in todayâ&#x20AC;&#x;s time. The book focuses on areas such as getting into the consumer's mind first in order to know what exactly he wants, creating a category of his choice, explaining why line extension is bad for a brand in the corporate world.

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BOOKWORM

By illustrating how few companies have failed because of wrong strategies that they implemented while doing their marketing campaigns, it gives insights about companies who are in similar positions and how by following the advice mentioned can come out of it. The book lays down a clear foundation for marketing and provides real guidance into what will actually work for you and what you should mainly focus on in order to make it work.

A must-read book for Managers, Advisors, Business students, Analysts, and Observers who are trying to understand and forecast business success/failure of the company in the market.

Author- AL RIES & JACK TROUT

A must-read book for managers, advisors, business students, analysts, and observers who are trying to understand and forecast business success or failure of the company in the market.

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FEATURED ARTICLE

But the implementation of AI in the digital world still faces many significant challenges that need to be addressed by organizations before they can find out the true potential of this emerging technology.

The biggest challenge so far associated with AI is that it requires a large amount of human effort in the initial phase to create and train complex algorithms that are capable of working on its own. Also, these algorithms need huge and comprehensive data sets for training. For example, obtaining and analyzing demographic and psychographic data points of the customer to predict buying patterns more accurately. Although organizations have access to more data in the present time than ever before, procuring data sets that are required for training AI are very rare to find. Although supervised learning, in which labeled data is used that makes it understandable for machines to learn, can be a temporary solution.

Digital marketers are increasingly using specialized (or narrow) AI

Another big thing to notice is that digital marketers are increasingly using specialized (or narrow) AI, which is less efficient and less effective than generalized AI. The difference is simple, Specialized AI is designed to perform a stand-alone function, for eg, creating user-specific content or recommending a playlist on Spotify, and it gets better and better at it over some time. But generalized AI is more sophisticated and possesses cognitive and experiential learning abilities as we humans possess and therefore it can perform any general task on its own. For example, measuring campaign outcomes and audience response in which emotions and sentiments are associated. And therefore a generalized AI can precisely understand a marketeers mind and act like it. Now the challenge is that the general AI is much complex to build than a narrow AI and thatâ&#x20AC;&#x2122;s where human instinct beats AI.

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FEATURED ARTICLE

One of the activities that are very crucial in digital marketing is content creation which ultimately attracts visitors to a landing page. Smart tools that are working on AI like Wordsmith, Quill, and Articoolo are already being used by many organizations to create rich content, which leads to clicks on their websites. But one area in which the present-day AI is lacking is the experience that writers share when they write a particular blog or a piece of article for the news agency. Humans are the social animal that takes into account several variables when sharing a story or some information. And the beautiful part is that these variables are still a mystery to solve for humans. And therefore if we are not aware of how we think and act in a particular way, how can we train a machine to replicate humans?

Besides these challenges, there are also a few technical challenges surrounding the application of AI

Humans are the social animal that takes into account several variables when sharing a story or some information.

in digital marketing. One such challenge is the lack of computing power. The application of AI, especially in digital marketing, requires a very heavy processor and a robust IT-infrastructure to run complex algorithms and process a vast quantity of data in real-time. These specifications lead to high expenses and they also require frequent updates since AI trends are continuously changing. Cloud computing may address this problem for the short term but as data volume increases and algorithms become more and more complex, the problem will persist. 28

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FEATURED ARTICLE

There are also privacy norms in digital marketing. AI applications make decisions purely on the information available which is very sensitive to use. And as we have discussed the qualities of generalized AI such as selflearning and problem solving, these systems can become prone to data breach and identity theft. Instead of creating positive buzz, it might end up creating a wave of distrust. For example, if AI is used for targeting an extremely specific group of customers, they might raise concerns over data theft and manipulation which reduces the trust factor associated with a brand. The last and final challenge is the shortage of in-house talent. There are still very few people who conceptually understand the technology behind AI. Although this hurdle is temporary and soon there will a high influx of the

AI such as selflearning and problem solving, these systems can become prone to data breach and identity theft. Instead of creating positive buzz, it might end up creating a wave of distrust.

required labor in the market, the cost of deployment and adoption will be huge.

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FEATURED ARTICLE -Ashish Mahamunkar SIMSREE Mumbai

AI challenges for Digital Marketing in the future “Humans must merge with machines or get irrelevant in the AI age”- Elon Musk You feed your KRA, indicate your TG to the robot. Authenticate it to spend „X‟ number of dollars. Few hours later, thousands of gigabytes of data scanned and analysed ,It has done digital marketing for your company. It has allocated budgets on its own to various social media platforms suggested and scheduled the right content at the right time and is again continuously scanning data for results and their analysis. No the year isn‟t 2030 but this is 2019 and we are in the office of Mahindra! With time, this small-scale project is bound to increase, and digital marketing-the disruptor is about to be disrupted! Microsoft says that 44 percent of the organisations worldwide fear getting vulnerable to start-ups if they don‟t implement artificial intelligence.

“Humans must merge with machines or get irrelevant in the AI age” The Robotic process automation is becoming a reality.

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The fact is robotic process automation is becoming a reality. The biggest fear people have is that machines are coming to take our jobs. However, the real challenge is the change in the way we operate and do our jobs and skills required to do the same. Since we are talking about digital marketing, lets focus on it.

DECEMBER EDITION

FEATURED ARTICLE The first.SEO. A lot of A/B testing happens in this area. A lot of tweaks done to achieve that optimization to help business come up in search results. But since AI is coming the software might give you better suggestions in real time .AI can understand the reason behind such searches too. You need to just choose the right word ,and be skilled enough to use that function wisely. The challenge is whether the number of SEO specialists will increase or decrease. If you can mine data faster and arrive at those correct, apt words may be one person can do the job of a pair.

The second. The creative ninjas are facing a threat. or maybe not.BBC,CBS The NewYork Times are using Wordsmith ,Quill to generate articles which are click worthy by having the just right headline and also the content inside it. Will the copy writers lose their jobs ?Will there be absolutely no need to hire a person when a computer can automatically generate content? The answer is no. These tools are meant to aid a person in writing an article and not replace them. You need someone to approve it, make minute changes ,ensure that it adheres to company guidelines , is politically neutral, doesnâ&#x20AC;&#x;t hurt any sentiments.

You need to just choose the right word ,and be skilled enough to use that function wisely. If you can mine data faster and arrive at those correct, apt words may be one person can do the job of a pair.

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A computer doesn‟t understand emotions,atleast until now.A computer cant generate a pun based on a dialogue from Kuch kuch hota hai no?Ask this to Akshar Pathak from Zomato and he will make another hilarious campaign out of it. The third The challenge of privacy. 80 percent of users are concerned about it,says a survey by Symantic. It has become a tricky area for companies. They don‟t wont to be seen as the ones shadowing you all the time. This especially after companies like Google and facebook actually facing lawsuits, US congress enquiries and editorial backalashes. Amazon doesn‟t care though.Ask that to Alexa. Oh wait,don‟t!

Just don’t be aiming to manipulate their decisions. Incognito could become routine then.

May be it knows already too much of you, more than your special someone. The challenge is to strike a balance. Surveys by University of California say that millennials are okay with data being used to target them better. But a certain limit is what needs to be maintained. Just don‟t be aiming to manipulate their decisions. Incognito could become routine ,then.

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NEXT. Machine learning like the one we discussed in the introduction (Mahindra) can it challenge humans. If scale is achieved, will small-scale companies replace a lot of humans? Remember, WordPress helps you design a website faster .Boom train helps you generate subject lines and convincing emails for converting customers. Even UI/UX can be handled, generated by AI. That‟s true and scary to be honest. But there is a catch here too! “Will you marry me?” No don‟t get it otherwise. This is a question asked, wait for it, by 4.5 lakh android users this year to Google. Alexa isn‟t behind. She has been proposed a million times and also break their hearts and reject them.

Imagine AI picks this up and gives you advertisements of marriage portals or worse, psychiatrists you help you get over loneliness

Imagine AI picks this up and gives you advertisements of marriage portals or worse, psychiatrists you help you get over loneliness. A Waste of money by the computer. Only a human understands human tendencies and intricacies. Remember the person who complained to the Railways about inappropriate advertisements on its site? The point is not that he searched for similar things on the internet. But whether it was relevant for the person on not. Until of course, Ultron from Avengers opts for Digital Marketing as a profession.

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SQUARE HEAD SQUARE HEAD - MANDAR MORYE

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CALL FOR ARTICLES FOR MARKSMAN JANUARY EDITION 2020

“Only when you pen down words, do ideas come to life.” The Marksman provides one and all the opportunity to discover their hidden talents in the literary field through the call for articles. For the upcoming month, the articles can be sent on any of the following topics:

• Elevator Ads • Google Ads: Smart Bidding • Voice Search Engine Optimization (VSEO) * Please ensure that there is no plagiarism and all the references are clearly mentioned. Kindly follow the guidelines given below: 1. One article can have only one author. 2. Your article should be approximately 800 – 850 (strictly adhere to the word limit). 3. The article must have relevant pictures that can be used to enhance the article. 4. Font Type: Gill Sans MT 5. Font Size: 14 6. Send in your articles in .doc/.docx format to marksman.simsr@somaiya.edu 7. Subject Line: Your Name_Institute Name_Course Year. 8. Kindly name your file as: Your Name_ Topic.

The best adjudged article will be given a Winner’s certificate. The First Prize Winners will be awarded Rs. 500 Cash Prize. Deadline For Submission Of Article: 25th January 2020

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