I worked with an organization that believed in high volumes, be it the level of content being published, be it the offers being provided, be it the campaigns being served to the audience. No wonder, it was doing well, but one thing it lacked was standardization. Think, how many content pieces you go through every day. Do you even care to give a second to them?. No. But one content attracts you to the extent that you spend some hours on it. Why?. Because you see a value for yourself in it. …

You all must have seen that certain brands are visible everywhere for a short stint of time. Well, that is the ambush strategy of digital ads. And, it is very effective. In this strategy, a major investment in online advertising is required for a small period of time ( maybe 3–6 months). Here, you invest the budget for complete 1 or 2 years in 3–6 months. The massive amount of digital presence in the form of Ads and visibility everywhere helps you cut through the noise of the ads deftly and positions your brand firmly in the market. If the competition is steep and you see all the players advertising in the digital marketplace, this process is effective. It is generally built on the theory that rather than being a part of the crowd for a long time, it is better to stand up and make your mark once. …

Very few instances in the world are there that could affect the internet and the digital world as much as the Coronavirus. The natural fallout of the pandemic was lock-down, which was enforced in different parts of the world. Well, the industrial scenario turned pessimistic but the same can’t be said for the digital or the online world. This was a unique situation where businesses went full throttle to use the online world. There was no other way out. Aside from manufacturing and production or the core field jobs, the office jobs could be done online from home with proper checks and communications by the management. Invigilation of the employee’s presence online was tracked through team viewers and other such employee productivity tracking software. …

I was watching Gordon Ramsay’s Kitchen Nightmares. I was really taken back by the empathy he had for those who would eat the food at restaurants. I believe his success also stems from the same fact that he creates and tastes food from the perspective of one who eats the food. The way he was coaxing up the staff for unclean kitchen and even tasted stale food so that it didn't reach customers’ table, would wow anyone.

We have heard long enough that putting yourselves in others’ shoes is must for 100% resolution of customer issues but believe me when a representative attends a hundred customers every day with their own personal set of problems hounding them, most of them falter in empathising with the customer. …

How focussing on applicability in local domains can create new business segments?

We all know about Cigarette lighters, right. The Bic lighter that can be built in some 3–4 Rs and costs 10–20 Rs ( 16 cents) in the market. Now, you must have seen that every cigarette seller keeps such lighters or others. They have a regular complaint that the lighter doesn't last long when more than 300 people visit their stores. They have to change it quite often.

Now, if a certain lighter with extra-large size approximately 10 times the size and battery-operated or gas-filled is brought in, it really provides scope for these shop sellers to have a single lighter for the whole month, without the need for replacing it. …

As Wikipedia assures that freedom for information is free to all, we can assure that freedom for visuals specifically in the form of images is free for use by all. Inside every one of us is a photographer. With iPhones and great cameras coming with mobile phones, capturing happy emotions or anything for that matter is now a piece of cake. Where do all these images go? In the trash after a certain period of time.

If we can create a public library where images can be uploaded and downloaded with ease whenever one wants, we would in a week or so get millions of images and photos on them. If just by creating a huge database we allow the huge number of organisations and others using images for their works to download image with minimum cost, maybe few cents or even free. So, we are creating a self-sustaining and continually increasing database of images. Of course, the quality of images or photos may be very poor, but someone always needs some image to transform it on their photoshop. There would be no standardised rates but the rates set by the uploaders for their images which maybe even a few cents or even free. Upload set your price and then wait for the download. …

The digital marketing field provides a huge first-mover advantage.

Let's take an example; If your organisation has found a new SEO technique, they need not wait for a long production to publishing time to enforce or execute that technique. Just a month of hard labour and use of statistical measures and tools to ratify and then apply and with that, you get tons of traffic, conversions, visibility and the brand establishes its online presence firmly.

Think about the first brand which used online videos to promote the organisation. Or the first who deduced the ranking signals of Google and used it to rank their websites. …

• Make your content gender-specific

It is important to make your content gender specific while writing for fashion websites. Find out those elements which appeal most to the specific gender and include it. Some specific kind of design or ethnic blend or some exponents of your fashion accessories which are more appealing to your gender-specific target audience must be included.