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MARKETING NEXT:  Marketing in an Era of Technology, Data, and the Discerning Customer

Author: Epsilon India

India is a young country -- around 65 percent of its population is below 35 years. While the young tend to spend more and on impulse buys, they are discerning too. This complexity of consumer behavior coupled with factors like increased use of social media, swift penetration of smartphones, and the rise of e-commerce is changing the way companies interact with their customers.

Driving Response Through Creativity In Email Marketing

Author: Epsilon India

Email marketing has proven to be an effective form of consumer interaction with brands. According to the Relevancy Group, this channel generates more than 25% of a brand’s revenue. In India, according to the Octane Report 46% of India Marketers surveyed stated email marketing generates 30% or more revenue for them. New and improved methods of engaging customers through live (or adaptive content) and animation along with personalization and timeliness has further enhanced the effectiveness of email marketing. Findings support this as 89% of India Marketers, in the same Octane Report, voted email marketing to be an effective tool for their business.