Marketing has changed considerably over the last few years, especially after the advent of social media. Online marketing has now become an integral part of any campaign, with social media platforms like Facebook, Twitter, Instagram, etc. being the widely used ones. It is not only social media, companies are now utilizing emerging technologies like AR, VR, etc. for providing an enriching experience to their customers.

Image Source – MarTech

It goes without saying that ‘MarTech’ or Marketing Technology is something that can no longer be ignored, irrespective of the sector that the startup caters to. Marketers not paying attention to MarTech will soon find themselves behind the times. Because every new tool that arrives on the scene changes and influences the way marketers work with, and speak to, our customers. US based Wrike that specializes in collaboration software tools and project management tools have explained ‘Significance of MarTech’ in an insightful infographic and the content is still relevant in today’s changing times.

Infographic brought to you by Wrike collaboration software tools

The Guide to MarTech Today

CleverTap, the pioneering provider of a mobile analytics and user engagement platform announced their integration with cloud telephony solution from Exotel as part of their holistic product offering.

With this partnership, CleverTap’s diverse range of clients can engage with users via SMS in a more timely, personalized, and effective manner. This further increases the efficacy of CleverTap’s industry-leading analytics and segmentation engine, helping clients run multi-channel SMS campaigns to increase user engagement and retention.

Speaking on this latest development, Kuldeep Dhankar, Head of Business at CleverTap, said

In today’s hyper-competitive market landscape, a satisfactory customer experience drives business growth. Thus, it is vital for businesses to have the right technology in place to deliver the best possible user experience and stay one step ahead of the competition. At CleverTap, we adopt a customer-first approach and take into account all the feedback and requests that we receive.

Based on their requests, we decided to integrate SMS as a user engagement channel on our platform. Exotel’s proven track record convinced us to choose their service offering. This will help our clients run personalized engagement campaigns right from our dynamic platform using push notifications, in-app messages, web notifications, emails, and now SMS as well.

Elaborating on the announcement, Shivakumar Ganesan, CEO and Founder at Exotel, said

We are delighted to partner with CleverTap to integrate Exotel’s solutions with their offerings. Technology can empower businesses to transform and create a profound impact. The combination of Exotel’s cloud telephony solutions with CleverTap’s next generation mobile engagement platform creates an enhanced user experience which is of significant value to the marketplace today. We value our relationship with CleverTap and remain committed to their success, as they continue to transform their services.

About CleverTap

CleverTap provides a comprehensive behavioural analytics and user engagement suite that enables brands to identify, target, engage, measure, and monetize users across mobile and web. CleverTap’s unique platform which combines analytics and engagement with industry-first features such as live user segments, is a powerful solution for businesses who want to design and implement real-time, personalized, and impactful strategies for rapid business growth.  For more information, please visit CleverTap

About Exotel

Exotel is the most reliable and scalable cloud telephony platform in India. Founded by Shivakumar Ganesan, Ishwar Sridharan and Siddharth Ramesh in 2011, the company powers voice communication for over a 1300 businesses including brands like Ola, Uber, Flipkart, Quikr, and Practo. For more information, please visit Exotel

Uber, the ridesharing app that is redefining urban mobility across the world announced the launch of its integrated marketing campaign in India. With the idea of Apnapan as its core theme, the campaign aims to build everyday brand relevance and re-frame personal mobility. This also marks the launch of Uber’s first TVC in India.

Sanjay Gupta, Head of Marketing, Uber India, said

At our scale, there are millions of amazing stories that we hear each week – stories of heart-warming experiences that take place between riders and driver-partners across the country. It’s these stories that keep people coming back to ride and drive with us. Over the last four months, we’ve spent hours listening to our riders and driver partners across the country to co-create our communication strategy, and build out the idea of Apnapan in the truest sense. We’re super excited to launch this campaign, as it’s our first step towards reframing the narrative around personal mobility and freedom for millions in India. So when you use Uber next, Isey Apni hi Gaadi Samjho.

Reinforcing that Uber is everyday, for everyone, the campaign conceptualized by Taproot aims to build a deeper brand connect. Inspired by real rider and driver partner stories, the simple narrative highlights experiences that every Uber rider can relate to. With Apnapan being the umbrella theme, it brings to life the underlying emotional connect between Uber, its riders and driver partners by reinforcing that it’s a service one can rely on as if it were their own – true to the tagline Isey Apni Hi Gaadi Samjho.

Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said

Being a regular Uber user, I can vouch for the fact that it’s changed my life. It’s rare to work on a campaign where the idea is true to the brand and the service, where you don’t have to create a story because the real thing IS the story. The Uber experience is as good as having your own car, and sometimes even better. And this experience is something we think everyone should enjoy. So we’ve attempted to capture the Uber way of life through a simple thought around Apnapan.

Uber recently partnered with Madison to execute the media strategy. A multi-platform campaign, Uber’s digital-first approach will see Facebook and Youtube as primary channels, television for broader air cover and radio to communicate with the commuting audience. Given the scale and geographic footprint that the business has achieved, the TVC and radio campaigns will be available in multiple languages like Hindi, Marathi, Bengali, Kannada, Tamil and Telugu.

Vikram Sakhuja, CEO, Madison added

With the launch of this campaign, we expect more people to connect and use the convenience provided by Uber in the Indian context –  just like it it is being appreciated and used by people in various countries across the world.

The battle between traditional and digital marketing has been going on for over 20 years. Two decades ago, we didn’t have the technological tools we have today to conduct a productive campaign in the online environment. With the advent of the internet, the marketing industry is changing. People use social media and smart devices to buy things and hire services. Very few still do it with the help of a newspaper. That being said, it’s only natural to believe that traditional marketing is dead. However, the average client can be attracted to a product or service with a conventional method, such as direct mail for example. The best approach is to consider a mix of strategies in an attempt to create a seamless experience.

Traditional marketing is here to stay

Why do people still market their products offline? The answer is quite simple: we still need conventional marketing because prospects need to be convinced with physical samples. Let’s assume that you’ve just a beauty brand. You’ve made the website, linked to social media, and so on. But in order to compel people to buy your latest wrinkle cream, you have to let the people try your product. This is traditional marketing. You set up a campaign and invite prospects to test it.

Then you give them samples in the hopes that they’ll share their opinions with friends and family. Last but not least, they’ll check you out online and probably give you a review. As you see, the model we’ve presented is not merely dependent on traditional marketing. It’s a seamless blend of tactics that combines both online and offline advertising.

Digital marketing – an industry that grows little by little with every year that goes by

Digital marketing is an industry that has taken the internet by storm. Twenty years ago we didn’t have websites to recommend us products or Facebook pages from where you can shop with just a click of a button. In the online environment, the goal of a company is to raise awareness and broaden its audience. Offline, the goal is to compel the people and wait for them to share the amazing experience they had with you with their loved ones.

Sadly, these days if you’re not active online you’re almost invisible offline too. What’s the point of a huge billboard in the heart of a city with hundreds of thousands of people, if nobody can find the product you’re selling anywhere online?

Digital marketing vs. traditional marketing

Today’s savviest marketers know that a complete advertising campaign needs both traditional and digital marketing. Most people use smart devices to buy things they haven’t had the chance to see in real life. However, there are prospects that don’t believe that what they see is what they get. This means you need brick and mortar stores and samples to prove that your product is of the highest quality. Back in the day we used newspapers to look for products. But all ads had physical addresses at the end, as well as an invite to come check out those products. There are online stores that don’t advertise offline. The internet is packed with stores that only sell via a website. Can you afford to take that risk?

A core drawback of traditional marketing is the lack of utensils to balance results. In the online environment we have metrics and analytics programs that we can use to help us measure results and check whether our campaign appeals to the people or not. Thanks to review websites and social media platforms, marketers can interact with their prospects, assess the feedback received, and make modifications in an attempt to correct glitches. Offline, if you made a mistake and the wrong message got out; there was nothing that you could do to fix things.

Why should we choose between digital and traditional marketing when we can use both to compose a brilliant campaign? Blending social media, direct mail London, email marketing, and conventional advertising helps people understand a brand a lot better. Offering prospects is a seamless experience when introducing them to a product is the best way to prove them that what we advertise is exactly what they get when they hit the “Buy” button.

This is a guest article by Denny Averill

Blogmint, Asia’s leading Influencer Marketing Platform  recently surveyed 500+ influencers on the state of influencer marketing in India. The data brought out interesting insights like Instagram followed by Live Video will be the upcoming channels for effective engagement.

Infographic Credit – BlogMint

Even as the Indian start-up ecosystem has enjoyed the best period in the last couple of years in terms of fundraising and getting global attention, starting-up is still not a cake-walk for many entrepreneurs. Considering the challenges associated while starting a company, ah! Ventures has created a marketplace that will provide startups with all kind of services right from creating a brand identity to hiring right kind of talent.

The ah! Marketplace, a unique platform, will help connect the start-ups to find relevant service providers at every step of their entrepreneurial journey.  The platform works on a model wherein accredited service providers from various realms like technology, legal advisory, design, content, finance, HR, etc offer their services to the enterprises looking for those.

The core proposition of this platform is not just to be a marketplace but to be a platform wherein every transaction is monitored and regulated. Every transaction between the parties is based upon a pre-decided package and the payments involved are thoroughly regulated by ah! Ventures. It is only after the successful delivery of the services that the payment processed. This feature is a game changer in a world where the start-ups interact with service providers unknown to them. It assures the entrepreneurs a fair deal with guaranteed services at customized one-time, annual or life-time packages.

Commenting on the need for a product like this, Harshad Lahoti, Founder and CEO of ah! Ventures, opined

Given the experience of being an active investing entity in the entrepreneurial eco-system of India, I believe that one of the key factors behind an idea becoming a successful enterprise is taking the right business decisions at the right time. Be it a branding overhaul or a technological innovation, it is these offerings that make the customer experience unique. With the launch of this marketplace, ah! Ventures aims to cut down on the time enterprises waste in finding the right partners and focus on bettering their core service offering.

Currently the platform is live with some of the niche service providers like PitchWorx, a creative design company offering Design, Presentation and Video Packages; Pronto Infotech offering Technology Resource Packages;ah! Ventures itself with its Investor Network offerings among others. There are a number of other service providers lined up to go live in a short while.

Commenting on offering viable solutions to startups, Abhijeet Kumar, Co-founder of ah! Ventures & Pronto Infotech said

In the nascent stages, start-ups have to be cost effective and yet they have to simultaneously focus on being technologically innovative. We truly understand the conundrum of such start-ups and hence Pronto Infotech is collaborating with ah! Ventures to offer holistic technological solutions to such deserving enterprises. These bundled monthly packages help the entrepreneurs follow a monetarily lean model. With such packages, we intend to extend high quality yet feasible options to entrepreneurs who wish to make it big in this startup world.

Dharmendra Ahuja, the Founder & CEO of PitchWorx-a creative design studio, understands the importance of getting access to the right pitching tools at the right time.

Commenting on offering PitchWorx services to the evolving entrepreneurs, Dharmendra Ahuja opined

Being an entrepreneur is every individual’s dream. Be it an investor presentation, an animated explainer video or even your website-we believe everything is a pitch! Having worked with more than 100 start ups and a number of global corporations we understand how important it is to pitch a business perfectly. Thanks to today’s booming visual content trends, we have been successful in helping startups captivate their audiences with a visually compelling story – every time! We are excited to be part of the ah! Ventures marketplace as a startup service provider in the creative design space.

Since its inception in 2012, ah! Ventures, spearheaded by Founder and CEO Harshad Lahoti and Co-Founder Abhijeet Kumar, has crossed numerous milestones. With an extensive network of 850+ investors, 17000 entrepreneurs and a over 100 crores of investment raised till date, ah! Ventures has strived to be the best guiding hand for the all the players in this ecosystem. With the launch of this unique marketplace, ah! Ventures is creating a positive disruption in a startup ecosystem which is in dire need of a service like this.

Startups looking for quality accredited Service Providers log on to ah! Marketplace. Service Providers looking to empanel, drop us a mail at

In case you didn’t know, social media is still the primary method used by marketers to boost sales and keep people engaged. Marketing has relocated to the online environment completely, and if you haven’t started using the web to promote your brand and product, you should start right away. The competition is fierce, and it is becoming increasingly difficult for companies to stand above the crowd. Yet, it’s not impossible to make yourself noticed, if you know how to do it. According to a report issued by Fast Company, nearly 93% of marketers today use social media channels to promote their startups.

Social media-a powerful marketing tool

It’s no longer a secret that the key to success in business is guaranteed if you know how to use social media. For the average marketer, social media is a channel that opens a lot of possibilities. Platforms like Google+, Facebook, Instagram, and Pinterest have millions of users. More than a half use the online environment to get information and buy things. We want to stay connected, and we use advanced technology every day. This means that the best way to increase brand awareness is to go online.

Craft a marketing plan

The best way to settle on a marketing strategy is to set up a plan first. Make a website, connect it to social media platforms, and start promoting your business. But don’t focus on selling too much. In the beginning, it is smarter to center your attention on building a target audience. Write quality content people can relate to, and stick to organic likes and shares. Don’t opt for paid ads just yet. You need time for your content to be indexed in Google, and the more patient you are the better chances you have to boost engagement.

Targeted customers

Before doing anything else, you need to have a target audience for your business. What’s the purpose of your brand? To whom you’re addressing your products? It is fundamental to be disciplined and craft a plan first. For example, if your business sells anti-wrinkle beauty products, then you need to target your audience at mature women with ages between 25 and 40. Teens won’t have an interest to buy, and to men, your products are useless. Plan very carefully, and stay focused on your brand’s mission and end goals.

If you focus on spending money and time on marketing, but your attempts are not driving sales, then you’ve probably targeted the wrong audience. Narrow down your search and focus on your niche. Write content that directly links to your products and mission, and learn to say NO. Your brand will eventually become popular on the web, and companies will want to pay you to place ads on your site. But if your brand targets anti-wrinkle products for women, ads on men’s products won’t bring any value to your brand. Learn to prioritize!

Assess the competition

Assessing the competition is yet another efficient way you can use to boost sales and increase brand awareness. Sadly, many marketers today don’t even bother looking at the competition, and they wrongfully assume that their strategy is the best. How do you know that? It is frustrating and infuriating to see that people would rather buy from others than you. But why? There must be a reason. Perform a thorough analysis on your main competitor, and check to see what they can offer that you can’t. For example, they might have better prices and package deals. Maybe they offer better discounts, or maybe their products are more visually appealing than yours. Have a look on their website, and find a way to stand out. Offer incentives that they haven’t thought of yet.

The world of marketing has changed a lot in the past 10 years. With the advent of technology and social media, exposure is no longer achieved offline. The online world is the future of marketing. You might be tempted to believe that conventional ads, banners, and even a membership card print are powerful marketing methods. You’re right, they are. But for a seamless experience, you need to blend offline marketing tactics with online approaches to appeal to a wider, more focused target audience.

This is a guest article by Denny Averill

After a successful relaunch of Burrp in October 2015, Burrp is now back with the iconic Burrp! Certificates. Spread across 55 categories and 7 cities, Burrp aims to felicitate the top 300 deserving restaurants in every city through an online voting platform. This comeback will celebrate innovation and creativity in the hospitality sector across Mumbai, Delhi, Pune, Bangalore, Kolkata, Hyderabad & Chennai

Pradeep Prabhu, Co-Business Head, Burrp! said

Burrp! introduced the concept of recognizing praiseworthy restaurants in this space through Burrp! Certificates in 2009. As we celebrate a decade in the industry this year, we wanted to share our happiness with our users & restaurant partners.

The food scene has been evolving incredibly over the last few years and our users have so much more choices to look forward today. With the reintroduction of the coveted Burrp Certificates, we intend to make it easy for our users to discover great places and mouthwatering food. Burrp certificates are quintessentially for the foodie as we emphasize more on delectable food over other criteria’s

The user voting platform for Burrp! Certificates includes the following categories which are then divided into sub-categories:

Best Restaurant in the particular city-The category comprises of different types of restaurants in the specific city
Best Cuisine-The category includes different cuisines served in the restaurants and recognizing the best of them
Best Dish-Every restaurant has their unique way of preparing the dish and Burrp! would like to recognize the best

Burrp has constituted a jury that comprises of renowned bloggers and influencers in every city who will bring their expertise to the team in identifying the best amongst the best. Users can begin voting on Burrp website and mobile app from 28th November 2016. The voting options is open until 31st December 2016. Final winners will be decided by Users & Jury. For the users who are voting, there will be 3 daily lucky winners.

About Burrp!

Burrp! is the pioneer in the Indian food and restaurant discovery space and quite literally introduced consumer technology in the food and beverage industry. Burrp! is India’s first food and restaurant recommendation engine and has been making eating out more convenient since 2006. With the new look and app, the new team hopes to answer one single question that keeps cropping up in users’ heads all the timeWhat should I eat and where? Burrp! has listed over 65,000+ partners and since the launch of the new look in October, Burrp! has garnered over 5,50,000 mobile app downloads. For more information, please visit Burrp!