Frederick the Great used all the usual marketing tools: Reverse psychology, perceived scarcity, and an aura of mystery. He appealed to people’s curiosity, their courage, and a desire to be part of a larger group.

Frederick used these tools for the benefit of his people rather than his own at their expense. This is the true purpose of marketing: When there’s a new, truly better path available, it’s your duty to lead people to it.

Many brands still use ‘recognise me’ personalisation, which actually harms commercial outcomes, rather than the more valuable ‘help me’ form.

According to Evergage, 88% of marketers say their customers expect an experience that’s personalised to them.

But, how big is the gap between expectation and reality when it comes to executing these highly individualised experiences? If personalisation is the utopia — how do we bridge the gap between one-size-fits-all marketing and truly bespoke, one-to-one experiences?

Over the past few weeks, its been a delight to see the number of companies coming to our platform in search of digital marketing assistance. Companies old and new, across industries are seeing the emergence of a world where they will be forced to allocate some resources to building an online persona and developing a sales funnel online.

While speaking to these entrepreneurs, we discovered a set of concerns that were almost universal. And here we attempt to answer them in a practical manner so you feel more confident and comfortable about taking the next steps.

Luxor was founded in 1963 in India by Davinder Kumar Jain with an initial investment of Rs 5,000 and five employees. 

The company was the first to introduce the fiber tip technology in the country in 1975, followed by the launch of markers and highlighters one year later.

As part of our weekly social listening initiative, this week we listen into Luxor pens. A brand who’s equity was built with color pens and pencils and the famous Pilot range of pens in the 80s.

In 2014, Nokia's Devices and Services division was sold to Microsoft. In 2016, Finnish company HMD Global bought a part of Microsoft's feature phone business and has a licensing agreement that allows it to make smartphones under the Nokia brand.

Nokia has staged a strong comeback in the Indian mobile phone market within a quarter of its commercial relaunch and by Q2, 2019 already had a 9% market share in the Indian feature phone market and close to 3% in the smart phone market.

As part of our weekly social listening post, this week, we look at how the brand has developed its presence across different platforms as it continues to gain traction in its second innings.