Aqumena Review


Atoms to Bytes to Atoms

Ever since the information age and it’s corollary the digital age dawned, I have been wondering what next.
Mr. Greg Satel has a very interesting take on the question.
The transition from the Industrial Age to the Digital Age was essentially mastering how to use atoms to drive bytes.
According to Mr. Satel the next technological era will reverse the equation! Through the application of digital technology to fields like genomics and materials science to powering traditional industries like manufacturing, energy and medicine. Essentially learning how to use bits to drive atoms.

Marketing Attribution – Comparing 7 Digital Marketing Channels

Attribution of conversions to marketing channels is a tricky challenge – crack it and you can optimise digital marketing ROI with confidence. If you know which channels are contributing to sales revenue then that’s a pot of gold at the end of the rainbow! On the other hand, the path to the “macro-conversion” of sales is lined with milestones called “micro-conversions” on the way. For example, subscribing to a newsletter, creating an account, selecting products for the shopping basket are all micro-conversions that are useful signifiers of high-value visitors. Knowing which channels are most amenable to marketing attribution is a big step forward. Here’s an article that tells you more.

Can Patanjali’s Success Be Attributed To Agility

An article – Agile to the Rescue In Consumer Goods- by BCG’s Bascle & Maaseide suggests that the matrix structure that once propelled consumer goods giants to global leadership is now a burden as nimble, new entrants compete using an agile organisation structure borrowed from the software development sector. Can this be the reason why Patanjali s giving the giants of the FMCG sector in India such a run for their money? We will examine this hypothesis in greater detail in an upcoming post in Aqumena Review.

Diff Gens on SM

By 2020 India will have 520 million smartphones and 40% broadband penetration. The growth will come mainly from smaller cities. How should marketers target different generations? For Gen Y and Z, social media has become a content hub.

Marketing & Blockchain Technology

In the Aqumena Review  ( we have explored a couple of facets of the interaction between current technology and marketing ( as also a couple of posts on the putative coming of the AI age and marketing ( and It is becoming increasingly clear that besides the maturing of AI,  blockchain technology will be the other facet of technology that will shift the marketing paradigm over the coming decade. It might be the technology that resolves the tension between mounting Big Data about consumer and privacy concerns. We intend to explore this facet in-depth in The Aqumena Review over the coming months. An article in the latest issue of The Economist is a good primer on the coming age of blockchain technology:

Purpose: The Sixth P of Marketing

As brand strategists we at Aqumena have always believed that while consumer insight into how a consumer perceives and uses a product category is important for a marketer, the most important resource for a brand is an insight into what consumer values in his life. It is on this insight that great brands are built. By going beyond a product’s cognitive and emotive appeals and harnessing the brand in the service of higher values and purpose. Mark Bonchek and Cara France explored the dynamics between profit and purpose with 20 CEOs and CMOs in the US. One interesting comment from a CEO highlights how in the modern age the sixth P of marketing is gaining increasing significance along with the rise of digital marketing: “In a sense, purpose is following the path that digital has take in the enterprise” Aqumena Review plans to delve deeper into this issue in a later post.
@MarkBonchek @SageCEO