Why Marketing has a Credibility Gap?

As a marketing strategist I also spend a fair amount of time in brand positioning workshops. Listening to clients and colleagues talk with equal passion about paradigm changing, out of the box thinking and esoteric conversations about evolution, Darwin and some number dot 0.

Sometimes I'm not sure which scenario is more fantasy. The one I spend with my daughters or the one spent debating paradigm shifting and Dunbar's number.

Here's a simplistic rationale for my confusion. It stems from a fundamental of positioning; "Is this offering credible for your brand?"

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Are you ready for the mobile web?

40mn users browsing internet on feature phones, Smartphones and tablets is a huge potential according to Rajan Anandan of Google India, and that means it's important to have an effective mobile website in order to stay competitive. While mobile apps can create a highly interactive online experience, they aren't a substitute for mobile web browsing. Apps still require an initial software download. The mobile web is everywhere 

If you don't have a successful mobile website today, start putting in place a mobilization strategy. We have covered 5 steps that will help you create a more effective platform for engaging with target audiences. Your site should be both functional and compelling, no matter if consumers access it at home, in the office, or on the go.

Get the 5 Steps to a better mobile strategy here...

The Future of Search: An Interview with Google's Sam Sebastian   

Sam Sebastian, director of local and B2B markets for Google, answers questions about the future of search. 

Marketers have long been told by SEO consultants that long-tail search was 'where it's at'. What is your take on the quality of content vs. quantity of content-especially as it pertains to B2B and local business content marketers?

Both are important and can vary by the type of content considered.  An industrial distributor may have a massive catalog of SKUs with related content (pricing, specs, etc.) and should allow as many of those SKUs to be indexed for purchase-oriented searching. For professionals seeking knowledge, original/quality content such as research, in-depth reports, thoughtful analysis and so on will go a long way in achieving better ranking. 

Here is an interview conducted by Content Marketing Institute with Sam Sebastian on the future of search. Get it here...

The Great Indian Marketing Summit, 2012 - Chennai   

The Second Edition of the Great Indian Marketing Summit 2012 saw not only a star cast of speakers but also an equally evolved and interesting audience. 

With around 70 participants covering a range of industry segments from IT to healthcare, manufacturing to services, the marketers in Chennai made it a stimulating Saturday!

Jessie Paul's 360 degree marketing plan, Abraham's Alapatt's (Future Generali) Customer Relations insights, Dell's successful listening posts (KK) and Chandrabhan Tiwari's (India Cements) personal journey in marketing dotted the first half of the session. The second half of the day was no less power packed and started with detailed and informative sessions from Ramkumar Ramamurthy (Cognizant) and Himanshu Goyal (IBM) leading to panel discussions on Outsourcing Marketing and Making Social Media Productive and closing with the super session by Mind Reader - Nakul Shenoy. Panel on Marketing Outsourcing included Vivek Agarwal of D&B, Priyanka Nayak - Lenovo, Vinod Harith of CMOAxis. The Social Media Gliteratti were on the second panel discussion moderated by Karthik S of Flipkart (better known as Beastoftraal) and had on it Arunav Sinha of Yahoo! Dhiman Mukerji from Linkedin, Haroon Bijli -TCS and Srinivas Mothey from One97.

All in all, a successful event, much awaited by marketers in Chennai who got a chance to network with their peers and get practitioner insights from the leaders.

More details here...

A Paul Writer Survey on Digital Agencies 

Job Listings on Paulwriter.com 

Watch this space for new job listings on Paulwriter.com every week for mid to senior level marketers. Or post a job here...  

Manager/ Sr Manager - Marketing - Based in Bangalore - Bhartiya Group

The Bhartiya Group is diversified with a global footprint in fashion, design and real-estate.Reporting to the Group CEO you will program manage the marketing activities for the Bhartiya Group ( http://www.bhartiya.com/). This includes controlling the marketing budget, managing the external communications of the senior executives, and ensuring that the multiple creative partners executing the marketing program adhere to predetermined timelines, guidelines, and deliverables. 
Paul Writer is advising the Bhartiya Group on marketing and is assisting with the search process in this capacity. 

Manager / Sr. Manager - US Marketing - Based in Bangalore - US Based MNC

Drive outbound marketing of digital transformation solutions to the best companies in the US. Apply your experience and understanding of the US B2C market, and your expertise at hard-hitting marketing communications to drive demand and generate leads in a busy, competitive market.  

CMO - Based in Gurgaon - Confidential 

An MNC / VC firm in the process of establishing 3 internet platform companies in India operating in the areas of telecommunications, LMS / CMS, and online creative design and web development for enterprise customers
Successful candidate will join in a formative stage of the sponsored companies and will assume lead responsibility of developing and executing marketing programs to bring the company's products into the mainstream indian market. 

Marketing Head (Field Marketing leader), Emerging markets - Polaris

This position will develop and execute marketing programs to drive demand for Intellect banking solutions in the emerging markets. The countries include India, Indian subcontinent countries, Middle East and Africa (IMEA) managed by IMEA Business Unit. IMEA BU is integral to Polaris product strategy and leadership in Financial Technology space. The position offers exciting opportunities for growth and leadership in the medium to long term 

Apply Now...