Business, Content, Digital Marketing, Postcard Media, Technologies, Technology

Leadership in Times of Change: Strategies for Guiding the Industry Through Tech Transformation

Suhail Chagla breaks down how essential change management strategies are during times of change

The last few years have spawned decades of development, with technology driven by Artificial Intelligence potentially changing everything from minor processes to entire procedures, and in some extreme cases, entire industries. A report by PWC this year sheds light on expected trends from companies in the future implementation of new technology in their business model, with 54% of Indian companies already adopting the implementation of AI and analytical tools. Also expanded upon are the reasons given by the 38% of Indian businesses that do not plan the implementation of digital technology.  The major reason is a need for company-specific planning.

Change is ever-present for most working professionals, but the people who determine the way that inevitable change presents itself are company leaders. Being a leader is no walk in the park, and the mysteries behind great leadership cannot be unveiled through a singular source. This makes recent times even more challenging, with a revolving door of operative shifts across the globe coming through, each with far-reaching implications. The requirement for both short and long-term strategy planning is prudent. 

Some leaders may say that the adaptation shown by employees and companies alike in the last five years should be proof that change management shouldn’t be a major priority. While the adaptability demonstrated by employees and companies in recent years is commendable, it does not diminish the importance of change management. Change management remains crucial to navigate complexities, engage employees, address resistance, and ensure the sustainability of digital transformation initiatives.

Globally, North American-based businesses have led the pack in adopting generative AI, with statistics gathered by Mckinsey showing that the Technology and Marketing sector has primarily been proponents of generative AI tools, using them for personalised marketing content, summarisation, customer service, and analysing customer data to predict trends. 

As someone working as an account manager in the marketing industry, I can understand why Marketing has leaned towards embracing AI. Applications in this sector specifically target key areas of our industry. A few uses quickly reveal that the “Novelty Impression” AI makes is perpetual.

The sluggish response of other industries has begun to raise concerns. It seems they are apprehensive, possibly due to a fear of not reaping significant outcomes from their investments, as reported by Deloitte in 2022. Other concerns include choosing the right AI technology and a lack of commitment from the C suite. Innovation and quick action have historically been the best way to survive in times of uncertainty, and leaders need to get the ball rolling now, as time dwindles.

Modern business has no place for complacent leadership 

It comes as no surprise that the majority of recruiting decisions are made on the ability of an employee to adapt to unforeseen circumstances, shifting not only to day-to-day changes, but embracing the grander professional zeitgeist. Leaders aren’t exempt from this rule, but oftentimes complacency in an organisation’s leadership can stop them from seeing the bigger picture. An obstacle to introducing new technology into an organisation is lethargy brought on by outdated work culture, making it incredibly hard to perform strategies like scoping out your competition or communicating changes to management. As american psychologist Carol Dweck explains, fostering a culture built around a growth mindset leads to continuous learning, disrupting complacency. 

Look at employees on a personal level

One of the many criticisms against organizational transformation is the lack of consideration for individual employee working styles, with a one size fits all method often being employed. In larger companies, it is excellent communication and sensitivity through managers that allow employees to smoothly transition to new technology. It is wise to understand an individual’s skills and limitations and take into account their preferences when it is time to bring change. Oftentimes, people will resist changing their traditional working methods and working alongside employees doesn’t just aid transformation, but builds upon employee loyalty. 

Clear Objectives decide the success

As per the report by PWC given earlier, the biggest hindrance to the rapid implementation of AI is an inability to clearly understand how it will help your organisation. Instead of simply putting AI into practice and expecting general success, it’s much more practical having defined expectations that help you track the day-to-day progress. These expectations can range from a need to reduce customer service call time to make sure documentation isn’t as tedious.

Understand that transformation never ends

The enormous achievements of today will in all likelihood be considered yardsticks for tomorrow. Transformation is never ending, with constant tinkering needed to optimise it further. One of the best ways to achieve this is creating a committee that monitors analytics alongside focusing on the seamless adoption of future tech right away. Oftentimes, committees of this type are seen as slow-moving, bureaucratic machines, not focused on the real issues plaguing a company. The best way to make sure a committee gets moving is to include key stakeholders in it, people who directly oversee essential matters. Further empowering the committee by stressing the vital nature of their meets helps ideas flow.

Ultimately, Digital transformation is a necessity. It is difficult to administer a company overhaul, but the future is approaching fast. Leaders need to understand the sink-or-swim predicament emerging, with 2.2 to 4.6 trillion dollars worth of potential revenue on the table, organisations cannot sit back and simply observe. 

Business, Covid-19, Digital Marketing, Postcard Media, Social MediaLeave a comment

Digital Marketing During COVID-19

Brands across the globe are slowly coming to terms with the power of digital marketing with the effects of Covid-19. Whether your brand has temporarily frozen on-ground activities or implemented remote working, adapting to digital platforms can be an optimal way to connect with your consumers in the times ahead. Here are some ways in which brands can leverage Digital Marketing during this pandemic.

  1. Enhance visibility

The Internet is the only place not quarantined for consumers. Brands should explore the realms of Social Media to build awareness, generate leads, determine how the market feels about you, and much more.

Source: Social Pilot 

  1. Connect with your customers

Always create an emotional connection with your customers. Creating content that interacts with consumers and makes them feel good is crucial in these challenging times. 

Source: Social Pilot

  1. Engage on Social Media

59% of consumers started spending more time on Social Media platforms during the pandemic to keep them entertained, connected, and informed. Assess this opportunity to double down on Social Media. Build trust with your existing and new customers. 

Source: ClickZ

  1. Be future-ready

Many companies that have transitioned online recently will remain online in the future. The relationships you build with consumers now will only strengthen your brand in a post-pandemic world.  

 Source: Hubspot

  1. Be Proactive

Companies in India, Italy, and Spain are leading the way with 73%, 71%, and 66% of their respondents making purchases through social ads. Consider investing in content warehousing and building strong SEO for your domains. 

 Source: ClickZ

  1. Bonus Benefit!

To add a little more something to your Social Media strategy contact us and let us help you make your mark!

Business, Co-founder Story, Content, Featured Interview, Postcard Media, Social MediaLeave a comment

Featured Interview

This interview was part of the CallumConnects series featured in The Asian Entrepreneur.

What’s your story?
I am an accidental entrepreneur with a fascination for human behavior.

I studied Psychology and was working as a school counselor, when I began accepting writing projects in my free time. What began as an extracurricular interest soon became a full-time occupation. Before I knew it, I had transitioned into a content writing role at a digital communications agency. Over the next few years, I worked with a number of exciting brands across various industries.

In early 2017, while talking with a friend, who was also an ex-colleague, we realised that our creative aspirations were aligned and that our skill sets were complementary — basically, we saw an opportunity for collaboration. The decision to set up a company came with apprehensions, but 3 years and 25 clients later, I can safely say that I’m on a journey I am happy to have chosen.

“As an agency, we cater to brands from multiple sectors, so no two days are ever the same.”

What excites you most about your industry?
This industry relies on vibrant talent from different walks of life — from strategists and developers to stylists and visual artists. It is exhilarating to witness the processes of these varied professions as they bring an idea to life.

As an agency, we cater to brands from multiple sectors, so no two days are ever the same. Besides, the digital medium is so dynamic, with channels, trends, and audiences evolving at an astonishing rate, the demand for fresh ideas and new perspectives is extremely high. While meeting this demand can be challenging, it also keeps the adrenaline pumping.

What’s your connection to Asia?
I was born and raised in India. I spent most of my student and professional life in Pune and Mumbai, respectively, before moving to Singapore in 2017.

Favourite city in Asia for business and why?
Singapore, for its impeccable work ethic and Mumbai, for its charged pace and bustling energy.

What’s the best piece of advice you ever received?
“A job well done is a reward in it’s own right.”
This is a quote from one of my favourite books, “A Man Called Ove,” by Fredrik Backman, but I think the articulation resonates with me because it echoes what my parents have always tried to drive home.

Who inspires you?
I am inspired by a number of people, particularly the women in my family. I have had the privilege of growing up around courageous, resilient, supportive and independent minded women. It is from their lives that I continue to draw strength.

I also find inspiration in the books I read. I think books provide a vantage point that widens the range and depth of one’s observations and enables one to engage with unfamiliar viewpoints. This is not just true of factual narratives. A lot of fiction, too, is rooted in human experiences that are insightful and inspiring. Even the simplest stories are sometimes a testament to the endless potential of the human spirit.

What have you just learnt recently that blew you away?
That friends make amazing business partners! I can’t say if this is the exception or the rule, but I derive great motivation and confidence from the camaraderie I share with my co-founder. 

Another thing that has blown my mind, more recently, and almost literally, is the power of daily meditation. I used to be a “need-based” meditator, but meditating everyday over the last few weeks has made me realize the remarkable impact mindfulness can have, not only on one’s mental faculties but also on the experiences one attracts.

If you had your time again, what would you do differently?
I would trust my intuition and abilities more. I stuck to what I thought were my strengths and was hesitant to challenge myself for far too many years of my life.

How do you unwind?
I enjoy dancing. I am part of a dance team that trains every week and performs at local and international dance events. I also love reading books and find yoga very relaxing.

Postcard media

Favourite Asian destination for relaxation? Why?
Kovalam for its pristine beaches and delightful coastal food, and Koh Samui for its idyllic vibe and because it is a foot spa heaven! 

Everyone in business should read this book:
“Thinking, Fast & Slow,” by Daniel Kahneman.

Shameless plug for your business:
Postcard Media is a Digital Marketing and Creative Communication agency. We partner with brands to develop and sustain their digital marketing, corporate marketing and employer branding initiatives through our innovative solutions. Our services include:
– Social Media Marketing
– Digital Advertising 
– Content Strategy and Creation
– Branding 
– Website Development 

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Influencer Marketing Workup

If there’s anything that can surpass a brand’s love for consumers, it is its affinity towards influencers! And why not?- Recent studies show that on an average, businesses earn $6.50 for every $1 invested in influencer marketing. With new influencer accounts mushrooming all over Social Media, however, identifying the appropriate ones for collaboration can be quite a challenge. Here are a few things for businesses to consider:

1. Relevance

Narrow down your search to the category relevant to your brand. Several content creators have a large following, but if they aren’t relevant to your brand, they aren’t valuable to you. Choose an influencer who your target audience can relate to. For a business selling kids’ toys, for example, it’s worth choosing a ‘Mom Blogger,’ so that your target audience (kids’ parents) find the endorsement credible.

2. Content

Influencers need freedom to create their own content (within the framework of your brand guidelines), for the communication to come across as organic storytelling as opposed to product selling. It is therefore essential to shortlist only those influencers whose sensibilities are aligned with the vision and ethos of your business. So if your brand sells organic health food, don’t think twice before crossing out an influencer who endorses (or has in the past endorsed) aerated drinks or junk food!

3. Legitimacy

The number of followers is not always the best metric to go by in picking a collaborator. There are a whole lot of tools available today that enable the purchase of follower accounts. Have a look at the person’s followers to make sure that they are genuine as well as representative of your target audience. If you find that most of the followers are inactive or don’t seem authentic, that’s a definite red flag.

4. Engagement

Engagement is a sensitive indicator of an account’s credibility. In many instances, as reported by Forbes, micro-influencers (niche influencers with a relatively lower following) tend to have a more concentrated loyal follower base, with higher engagement levels vis-à-vis the big guys with a massive following. An engaged audience is a testimony not just to the influencers’ reach, but also to their content quality.

5. Commercials

Assess the scale of your campaign and budget before approaching an influencer. A monetary engagement may not necessarily yield optimum results. Social Media offers a space for influencers to voice their sentiments about brands in a variety of ways; research these. Sometimes, influencers agree to post a review in exchange for a product sample, if they do like your brand. Explore such alternatives, especially in the case of smaller businesses.

None of the above factors can vouch for the reliability of an influencer in isolation. They must all be reviewed collectively to get the best out of your influencer marketing initiative. And yes, it looks like a lot of work, but when you do ultimately strike that perfect brand-influencer fit, it’s all well worth the effort!

Business, Content, Postcard Media, Social Media1 Comment

Beyond Words

Content writing is like a long distance relationship- everyone thinks they can do it, until they have to.

Writing- the backbone of most creative ideas- is somehow seen as a low-hanging fruit attainable by anyone venturing into the digital space. Amid the glitz of flashy visuals and hashtags, the quality of writing often takes a back seat in the mind of the client and sometimes even in the office of a creative agency. So if you’re looking to up your content game, here’s the ABC (and D and E!) to start off with.

Aim
Semantics means nothing unless backed by a lucid thought process.

Before you start writing, clarify the purpose of your piece to yourself – What does it aim to do? Who is it for? Individual interpretations of readers may vary, but as a writer you need to be decisive about what you wish to convey. Frame a precise, one-line response to the question “What is the objective of this write-up?” for your own reference. This will serve as a reality check each time you find yourself drifting from the central idea.

Brevity
Verbosity is kryptonite to content; it can suck the magic out of even the most intriguing story. (And yet, ironically, there’s a lot to say about it!)

In the digital realm, economy effects eloquence. Ditch those weather-beaten tropes like “Content is king!” They add length without adding value. Similarly, resist the temptation to use ornate language in every instance- fancy vocabulary isn’t always the most fitting. Be it a fictional account, a biographical episode, a think piece, or even a Social Media post, the goal is to make maximum impact in the least number of words. Try this exercise- Articulate your point in the shortest possible (grammatically correct) sentence. That will help you shelve all those mildly suitable words and retain only the ones that nail the meaning of your message.

Continuity
There’s a fine line between succinct and staccato; make sure you don’t cross it.

Brevity need not interfere with the flow of your story – both structurally and in terms of ideas. Aim for a seamless transition, from one sentence to the next, one thought to the next. What can help is, putting your work away once you’re done with it and revisiting it after a couple of hours, rather than reviewing it right away. In the midst of writing, you tend to become blind to even obvious errors and breaks in continuity. Switching off for some time puts you in a headspace that’s more conducive for critique. You can also put your writing through this fun vocal test to gauge how smooth it is – Read it out aloud. If the sequence of words flows off your tongue with ease, you’re good to go; if not, you know you need some edits.

Distinction
A good narrative hinges on a clear point of view.

There’s almost nothing you can say today that hasn’t already been said by Google (or whatever your favourite search engine is). What you can offer is a unique perspective, be it on behalf of a brand or your own intimate musings. There are a million ways to look at the same thing, but the one you choose defines your story. Take a moment to reflect, to find your viewpoint. Now this doesn’t mean you have to be intense or melancholic. Even humour (good, original humour!) stems from incisive observation and depth of thought. Regardless of genre, let your writing style emerge from a distinct vantage point.

Experiences
Experiences are important, but an eye for them is more so.

Beware of those wanderlusty memes that make you believe you’re worth nothing if you’re not a “traveller,” or those movies that tell you only dark moments can kindle creativity. A trek to Machu Picchu or a tryst with heartbreak could very well be life-changing events, but you don’t have to drain your bank account and you definitely don’t have to subject yourself to torture, to find inspiration. Seemingly mundane scenarios like a drive to work, a chat with a stranger, or an interesting line in a book can also be stimulating. Engage with your environment, look for layers, turn everything you possibly can into a storytelling opportunity.

Syntax cannot make up for a lack of substance. Invest as much effort in developing perceptive views, as you would in transcribing them. A writer’s job may take up a few hours of the day, but a writer’s vision is a permanent state of mind.