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All posts by Rohan Ayyar

Rohan Ayyar
Rohan is the Regional Marketing Manager for India at SEMrush. He is an experienced digital marketer who has worked both agency and in-house, developing data-driven strategies for SEO, PPC, social media and content marketing. Rohan is also an avid business and tech blogger; his insights are frequently published on Business World, Entrepreneur Mag, Adweek, and the like.
  • How AI is solving marketing’s biggest problems

    Artificial intelligence. Once a fixture of science fiction movies, AI has finally shed its unapproachable demeanor and now lives inside your refrigerator. And washing machine. And coffee maker. You get the drift. While AI may be good at booking your next appointment at the dentist, how far do you think it goes in helping businesses make smarter decisions? How does US$358-million sound? That was the size of the enterprise AI market two years ago; it’s expected to hit US$31.2-billion by 2025. From engineering and design, to manufacturing and quality control, to marketing and sales, AI has firmly entrenched itself as the...

  • Online brand identity: 12 questions to ask before creating one

    Creating an offline or online brand identity is one of the biggest challenges for present day startups, regardless of their size or funding corpus, as it gets increasingly difficult for them to differentiate their products or services (which more often than not suffer from the me-too syndrome). While things like your logo, office stationery and website colours don’t matter a lot at the initial stage, if the going gets good, things could quickly start to get complicated. Before creating your online brand identity, here are some essential questions you should ask Nevertheless, a lot of people tend to waste precious hours on...

  • 8 fool-proof ways of collecting more customer reviews

    Customer reviews and feedback. You want them. You absolutely, totally want them. They tell you how you are doing, how much you are being loved (or despised), where you are going wrong, and how to set it right. They build credibility for you and improve your online presence. A recent survey of 1000 consumers revealed 67% people trust online reviews: This alone is reason enough for you to start being proactive about collecting them. Once you have understood the critical importance of getting your customers to advocate your business, which is what user reviews essentially are, you’d want to get...

  • 8 massive social media blunders you can, and should, avoid

    We live in an over-connected world. Social media has changed the dynamics of business. It is now possible to engage customers 24/7 – and others are already doing it. The onus is on you to get your messages right on your social networks if you want to establish and build on the quality of engagement. We all stumble now and then, but on social media, we stumble in front of the whole wide world. This necessitates a better understanding of the medium. You need more prudence, empathy and awareness. There are lessons in each misstep and we can learn plenty...

  • How B2B startups promote big data for business growth, efficiency

    The relationship between business and big data is growing ever tighter. This sentiment is expected to intensify as adoption becomes more mainstream and as more solutions that transform data into actionable information begin to appear in the market. A survey performed and published by Gartner towards the end of 2014 has demonstrated that 74% of businesses have plans to invest in big data over the following two-year period, a testament to the growing dependency that businesses have on this technology to remain competitive.

  • Building customer loyalty in online retailing – a primer

    One of the toughest challenges that ecommerce businesses and online retailers face is earning customer loyalty. A face to face interaction at a brick and mortar store has a far higher chance of building a real connection with a customer than a fleeting online interaction does. Smart etailers and entrepreneurs realise that their customers are central to their success, and it is important to build a lifelong relationship with them. They also understand that earning their customers’ loyalty is no cakewalk and comes only with giant doses of ecommerce wizardry (cue Amazon). Developing a user interface that exceeds expectations, offering...

  • The top 5 B2B marketing channels, and how to ace them

    There are a host of B2B marketing channels available to us. But with limited time and resources, where should we be concentrating our efforts to get the biggest rewards? The top channel for B2B leads is actually referrals, but past a certain point, they’re neither scalable nor under marketers’ control. So, while waiting for the referrals to flood in, what can you, as a marketer, proactively do to make an impact on the bottom line? Which channels do you focus on? Are there any tools that help you streamline the process or make things simpler? 1. Email Email has been top of...

  • Next-level personalisation for super-effective email campaigns

    Personalisation. Everybody knows they should be doing it, but no-one is. That’s not an exaggeration: 94% of companies say personalisation is vital to current or future business success. But… Only five percent of companies are doing it! That’s a pretty big disconnect. And it explains why so many email marketing campaigns stumble and slow, and why lists decay as subscribers lose interest in the same content. Where’s the explanation? Partly it depends on what you mean by personalisation. Factor in sending emails that run “Hi , Just wanted to check in with you about your recent purchase of ,” and we’re looking at the 60%...

  • 3 instances of ecommerce becoming ‘enabling’ commerce

    If there’s one thing that nearly every economy in the world has in common today, it’s the love of shopping. Shopping drives our consumerist society. With online shopping, a full-fledged consumerist lifestyle is just a click of a button away. Online retail is all set to touch US$1.3-trillion in worldwide sales this year. From meagre single digit market shares just a few years ago, ecommerce now boasts more than 15% of the total retail market share in the UK and a 12.7% share in the US. Ease of shopping, secure payments infrastructure, improved shipping and delivery, and most importantly, the...

  • Here’s how to get quality backlinks… and not piss off Google

    Backlinks were the original ranking factor that Google’s PageRank algorithm considered when ranking websites in order of their popularity and importance for a user’s search term. In the early days of the internet, all you needed was a bunch of backlinks from wherever you could gather them in order to rank well. However with time, Google’s (and other search engines’) algorithms got smarter. It’s no use now for a website to have hundreds or thousands of links to their so called “money pages.” Over-optimising the anchor text in the hope of ranking higher boomerangs too. Sweeping penalties on websites that...

  • 7 ingenious merchandising ideas for your ecommerce site

    Ecommerce conversions is a vast field of discussions with a mind-boggling variety of factors contributing to the eventual bottom line of a store. Store merchandising, or the way you display items in your online store, plays a vital role on how well your site attracts and retains shoppers’ fickle attention. Below we discuss seven winning ideas to take your store merchandising to a whole new level Read more on Ventureburn.

  • 3 ways men and women respond differently to marketing, according to science

    We’ve read about how men are from Mars and women are from Venus. We’ve even observed the stark differences in behavior between ourselves and the opposite sex on numerous key moments. In conversations and interactions, we adapt our own responses significantly to match the behavior of both sexes. Why then do we use a one size fits all approach when it comes to marketing? Unless it’s a male-only or female-only product that we’re peddling, we don’t even bother to take the sex of our target audience into consideration while designing our marketing communication. I’m going to discuss five compelling reasons...

  • Buy shoes with your watch: wearable tech’s transformative power on retail

    The days of going online to buy the next addition to your wardrobe, a power bank for your laptop or even your groceries are passé. Why open up a laptop and browse through a bunch of tabs when you can just look at something you like and buy it instantly? OK, I might be exaggerating a little bit here. But the reality of wearable technology becoming as commonplace as mobile phones is not too far. In fact, just as mobile phones have become the next big thing for online shopping, wearables are the superstars in waiting for the burgeoning...

  • 4 inventions that promise a healthier future for us all

    Every single minute of our modern lives is marked by a different creation that was probably unimaginable about a handful of years ago. How many of us really expected to have cars that spoke to us and told us where to go? Who would have thought one could print human organs that would be perfectly usable, even ten years ago? But the fact remains that it’s innovations like these that keep the wheels of the economy turning. Here’s a selection of four inventions backed by huge social capital that hold immense promise for a better tomorrow... Neuropace Epilepsy is a debilitating disease...

  • The new normals in retail: are you keeping up?

    I don’t know too many people who are immune to the charms of retail therapy. Whether in malls or online, they be men or women, there’s always something that each of us enjoys buying. Or at least window shopping. It’s engaging, it’s interactive and it’s social. What’s not to like? Thanks to technology, every few months we have these fascinating new advances that take our consumerist culture’s favourite sport to the next level. Let’s take a look at the most promising ways in which technology is changing the way we shop. Read more on Ventureburn. var vglnk={key:"cc324b6567a9637aa0ff15bc9564b2a5"};!function(e,a){var t=e.createElement(a);t.type="text/javascript",t.async=!0,t.src="//cdn.viglink.com/api/vglnk.js";var n=e.getElementsByTagName(a);n.parentNode.insertBefore(t,n)}(document,"script");