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Articles by Siddharth Taparia
How We Are Marketing Office Space During This Time of Reinvention
Early in 2023, it’s clear that the COVID-19 pandemic continues to change the way we live, work and has driven fundamental change across the real estate industry. As a marketer in the industry, I’ve seen these changes firsthand across my organization. Some members of my team have relocated and are hybrid employees whereas others are going into the office more than ever.
Retail Isn’t Dead Yet: Why Now Is The Time To Be Investing In More Than Just Ecommerce
When it comes to building a consumer goods product, conventional wisdom (especially in Silicon Valley) is to go all in on one marketing channel. For example: if you have a hot commodity online, why bother going to retail at all? But the events that have transpired over the past few months have been a wake-up call to entrepreneurs and investors alike. If you were all-in on retail, with minimal emphasis on ecommerce, then your business was heavily impacted by COVID-19.
How The Coronavirus Is Reversing Sustainability Trends, And What This Means For The Future Of Sustainable Goods
In 2018, consumers in the United States spent $128.5 billion on sustainable consumer goods. According to Nielsen, sales in the sustainable goods sector have risen 3.5% per year since 2014, with projections of the market size reaching $150 billion by 2021—at least, until the coronavirus pandemic began. Right now, what we’re seeing is a reversing of this trend. Starbucks is temporarily banning reusable cups and mugs. Grocery stores are banning reusable bags.
How To Diversify Your Product Lines And Investment Portfolios In 2020 And Beyond
Restarting an economy is no easy task. As we continue to navigate the coronavirus on a global level, the next few years are going to be a rollercoaster of emotions and market volatility. I have a handful of Millennial friends who are incredibly resentful about now having to experience a second recession. But that’s life—c’est la vie. If there’s a positive to be found in all of this, it’s that a recession washes out many of the weak or speculative players.
Want To Build A Global Brand? Here Are 4 Things You Need To Know First
Every year, Interbrand ranks the top 100 best global brands. On this list are brands many of us recognize in an instant: Apple, Google, Amazon, Coca-Cola. McDonald’s, at #9, is so recognizable that 88 percent of surveyed individuals could recognize the company’s famed golden arches, and only 54 percent could recognize the Christian cross. Also on the list, however, are names and logos you may have seen but are not as familiar with such as AXA, Allianz, and Santander.
How Do You Become An Expert Marketer? Gain Deep Expertise In Product & Technology
One of my first jobs out of business school was at a company called BusinessObjects. I joined the team as a consultant. In reality, “consulting” meant I was on the road every single week, showing up at the airport on Monday morning and coming back Thursday or Friday night, and spending every day working directly with customers at their offices, solving business challenges.
How to Build a Culture of Digital Transformation
How to Build a Culture of Digital Transformation Digital transformation is most commonly associated with next-gen technologies that are powering deeper connections between brands and their customers. Advanced analytics, machine learning, artificial intelligence—we’ve entered a new era built on an unprecedented amount of information. Yet for many companies, the real-life practicalities of digital transformation are significantly less about these tools and more about the humans who employ them.
Jeanniey Mullen of Mercer | Data and the Modern CMO | Mixpanel
If we imagine an enterprise company as a government, Marketing—the company’s representative on the global stage—would be the Department of State and the CMO, the Secretary. As Mercer’s Global Chief Marketing Officer, Jeanniey Mullen’s role as the number one diplomat involves using soft power to get both internal and external stakeholders on board with Marketing’s mission. Jeanniey doesn’t shy away from using political language to describe her role.
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