The advent of new age media, coupled with the presence of traditional channels, has resulted in enterprises depending on multi-channel marketing initiatives for reaching out to their customers across different demographic segments. Today, a wide range of physical products (i.e. automobile, clothing, electronic goods) and service-based products (i.e. telecom and internet services) are being advertised in media both new and old – in print and on the web, on mobile and through social networking – all to get most out of their advertising dollar. Amidst this rush to quickly reach out to customers, enterprises sometimes struggle in conveying a consistent product message across channels, thereby confusing consumers, damaging their brand and eventually losing market share. In this post we will be discussing the key reasons behind an enterprise’s failure to ensure product content quality. (more…)

Last week I had the pleasure of hosting a webinar with Jeffrey Hammond, Principal Analyst at Forrester Research and Rohit Sharma, Global Head of Mobility at Virtusa.  The topic was “Overcoming Challenges in Early Stage Enterprise Mobility Programs”.  This post is a short synopsis of the webinar.  For those who were not able to attend the session, you can view it here.

The webinar started with Jeffrey Hammond reflecting back to the early 1980’s with the introduction of the personal computer.  He offered his observation that many IT organizations are reacting to mobile devices and smartphones today in the same way IT organizations greeted the PC; with skepticism and doubt.  Today, the personal computer is a dominant platform for computing power, a major productivity tool and a huge segment of the technical market.  Hammond predicted that mobile computing will exceed the personal computer many times over. (more…)