Blog by S.Swaminathan

Forrester Research has just released a report on the 21st Century Agency model and clearly for the emerging marketing world, a new agency model is definitely needed according to Peter Kim. I can't agree more with Peter Kim.

Look at some findings and surely the management teams at agencies need to re...

Businessweek has come out with first ever ranking of the best customer service companies in the US. There are a few things to learn from them. Here's what I found interesting about these companies:

• They emphasize employee loyalty as much as customer loyalty, keeping their people happy with generous b...

Many a times, it is easy for companies to talk about being customer-centric, customer-focussed etc. But, it needs the right attitude and mindset in people who work for the organization, to make it happen on the ground.  Here's a set of rules from a book called Exceeding Customer Expectations an...

There's a lot buzz & interest around customer-centricity and CRM but according to a survey done by Strativity Group, many executives in companies really don't understand the economics behind customer relationships leading to poor understanding, appreciation and execution. Take a look at some fin...

Recently, I had a written a post about new media getting the attention of marketers. In fact, I had mentioned there that I hated the use of the word non-traditional media and called it convergent media.

Looks like radio stations are fast adopting convergent media strategies. NY Times has an interest...

In a digital era, how do rural and poor communities share stories with one another? By a Nokia mobile phone, with adapted software, if academics in London and campaigners here get positive results from their project.

Using mobile phones with simplified icons, which villagers would find easier to deal...

There's blood bath out there for the traditional media as new media seems to be gaining the attention of marketers.  According to American Advertising Federation, non-traditional media in the US is now attracting an average 15% of marketing budgets.

Interesting findings and more importantly ...

I was reading an article in NY Times on how Microsoft  launched Windows Vista last week. There is an interesting point in the article that reinforced my long-held belief that we are going to see seismic shifts in marketing communications and how consumers will consume communication - "Mess...

Jefferey Phillips writes:

Every once in a while, become your customer.  As much as possible, step away from your team, your process or your company and experience what it's like to interact with your group from an objective customer's point of view.  I suspect you'll be surprised at what y...

Forrester has released a research report “The ROI Of Blogging: The “Why” And “How” Of External Blog Accountability”.

It's got some very insights on the kind of metrics brands should use, when it comes to evaluating their corporate blogging initiatives: