Ayushman's Blog

Coffee is undeniably a favourite for most people. We start our days with it, and we probably cannot even think about our day without a cup of coffee. Yet, for something so ingrained in our culture and everyday lives, we don't necessarily look into the whole process behind how we get that coffee in the first place. But any person smart enough would know and tell you that it all starts with the coffee beans. Anything after acquiring the beans is just improving on something already great. Because if you get the beans and the roasting wrong, no matter how great the latter part of the process is and how many changes you make, it won't be good. Now I believe we humans like to complicate really simple things, but it's so unnecessary. And that is what we do with marketing strategies. What holds true for coffee very well holds true for strategies. You get the beans right, and you have a great cup of coffee. So spend your time selecting the best beans and in the roasting process. You...

I was recently having a conversation with someone who is a really skilled doctor and has been in the industry for quite some time. He doesn't have any online presence for his practice because he is one of those people who is very cynical about persuasion and influence. Consequently, he considers marketing an unethical practice. He had his own reasons and rightly so. Our conversation ranged from the importance of online presence to competency versus marketing. This didn't make much sense to me because I see them as the same thing. But then I thought about it. It's a fact that there are still so many SMEs and local businesses out there who have these negative perceptions of marketing that it's not ethical, not effective, an unnecessary expense and so much more. And there are reasons for that. Not just one, but I believe there are many factors that come into play here. Now, some people are cynical, and that's their personality. No matter how much we try, we can't h...

The internet is made up of a billion conversations, and these conversations are driven by people. People from different cultures, backgrounds, and different ways of looking at life allow them to make sense of their world. As marketers, I believe it's our responsibility to influence this culture and make change happen, which is beneficial for them. Not only is it ethical, but that is what a marketer signs up for. The people we serve have a storyline in their minds, and we need to make sure our product and our brand fit into this culture and this storyline so that we have the best chance of helping them. This view in itself implies certain things. We cannot market to everybody because everyone is not part of the same culture, so the people we serve need to be very niche. I guess that's where the concept of an ideal buyer persona comes in as well. It also means that as our target audience changes, our marketing strategy needs to change drastically as well. And most importantly, we...

90% of agencies have fewer than 50 employees, meaning the majority of agencies are small and medium-sized organisations. And the fact that the digital marketing industry is booming right now makes it all the more important for an agency to function efficiently and give the best quality of service that they can provide. Decentralised Organisational Structures To achieve the objective of smooth functioning and work process, there needs to be an organisational structure that allows for a clear line of communication and quick execution of strategies. Decentralisation is a type of organisational structure in which daily operations and decision-making responsibilities are given to middle and lower-level employees, which allows the top management to focus more on major decisions. For small businesses like digital agencies, growth may create the need to decentralise to continue efficient operations.  Why Decentralised Remote Structures Work Well for Digital Agencies? Some of the main reaso...

The world has changed drastically since the Internet came out. Currently, there are 3.5 billion smartphone users worldwide, and information and access to any product or service are available to them in a matter of seconds. As the customers have evolved, the way business is being conducted has evolved as well. What does that mean? It means if a business doesn’t have an online presence now, they are pretty much no competition. Present Scenario Of The World Roughly 75% of the 3.5 billion smartphone users expect to get immediate information while using their smartphones. Currently, there are a total number of 1.95 billion websites on the internet. And it’s estimated that by the year 2040, 95% of purchases will be through eCommerce. The trends clearly show that internet usage and digital growth are only going to increase in the future, and any business, whether small or big, local or multinational, needs to be a part of this growth to be successful.  The industry leaders understand that...

Look at any product around you right now and ask yourself a question: “Why do I have it?” You’d either have an answer or you wouldn’t, but that doesn’t matter. What matters is that you have it, and you bought it because you thought you needed it. Now, whether that need is valid or not is a different thing and depends on the individual. But the fact that some brand was able to make you realise that need or induce that in you is a success in marketing. We live in a world where all our necessities are met, and for the first time in the history of any species, we’re probably the ones who face a problem because there is an excess of food to eat and things to have.  We know that we probably don’t need most of the things we possess, and that’s why minimalism is picking up so much because we’ve become smarter at telling the difference between essential needs and acquired needs. So the question I want to ask is, What does it mean for marketers? I believe this brings forth challenges to mark...

I am a regular runner, and running is a major anchor in my life. I run every day, and I try to do it in the mornings, but I get it done in the evening if that’s not possible. I don’t miss my runs without a proper reason. But this wasn’t always the case.  I had started running in 2017, but I just couldn’t get myself to stay consistent. Last year, I started using an application called Nike Run Club, and its guided runs shifted my perspective—not just about running, but about performance in anything we do in life. So, “What was that shift?” you might ask. Well, let me present this idea to you. There are two terms that are really important to understand here, and even though we know them, we have different ways of looking at them. The two terms are efficiency and sustainability.   Let’s look at their definitions once. Efficiency is defined as “the quality of doing something well with no waste of time or money,” and sustainability is defined as “the ability to continue or be contin...