What makes a full stack marketer?

On Twitter, GG asked a question that I felt compelled to answer because I have used this on LinkedIn for a while.

I did borrow the phrase from tech, but sounding cool didn’t quite cover it. 🙂

To begin with, why do I use it? First, the people I want to connect with on LinkedIn are from the consumer tech, digital marketing and brand domains. This usage would be familiar to them, and would help frame my experience and expertise. The experience straddles the offline and digital space, and has media, FMCG, e-commerce and fintech brands. The second part is to do with the skill sets that I think qualifies one for that description. This is my attempt to elaborate on the latter. The “frontend” and “backend” of marketing. It covers demand generation, lead generation, and conversion but I have refrained from classifying it because it is context-dependent.

Disclaimer: These are my perspectives of things I have worked on. I do this with the understanding that “as our island of knowledge grows, so does the shore of our ignorance” Continue reading →

Occult of personality

The “fakeness” in influencer marketing is only a symptom of a malaise that is present at all levels of society. The CXOs/thought leaders who use agencies to build a personal brand are exhibiting the same duplicity. The secondary consequences on society, thanks to AI driven media creation and consumption, are probably beyond our influence now!

Uncharted: Big Data as a Lens on Human Culture

The premise is excellent. Our consumption, sharing and creation of data could tell us a lot about our society and the evolution of our culture in different parts of the world. The problem is, the book is based solely on the authors’ experiments with datasets using Google Books Ngram Viewer. 30 million books digitized by Google. A lot of books, but still a small subset. The book doesn’t match the expectations set by the title, but is still an interesting read.