Founder BC Web Wise, https://teapawt.org/t.co/Lp6iObBxzo, former journalist with Business Today, and a brief but significant one year stint with Business World
Mumbai, India
Joined July 2009
- Tweets1.4K
- Following382
- Followers493
- Likes699
Too much content. Too little impact.
A recent global study found that 76% of CMOs are worried they're producing more content for less impact. Yet 81% believe they'll need to produce even more.
Quite a contradiction, isn't it?
With AI making content creation faster, easier and cheaper, the temptation to produce more is only growing.
But I don't think the answer is necessarily to produce less.
It's about starting with stronger ideas, giving every piece of content a clear purpose, and using technology to scale creativity without diluting its impact.
Because the real question isn't how much content we can create. It's how much impact we can create.
That's what I'm exploring in Business Brief #4.
Would love to know how other marketers are addressing this challenge.
#BusinessBrief #Marketing #AI #ContentMarketing #BrandBuilding #CreativeStrategy
AI recommended my brand. Great. But did I sell anything?
As marketers rush to measure AI visibility, we're building a whole new vocabulary around mentions, citations, share of voice and visibility scores. All useful. But there's a harder question: ``Did being visible to AI actually change what a consumer did?''
And if a consumer researches your brand through an LLM, then later Googles you, visits directly and buys... who gets the credit?
In Business Brief #3, I'm looking at the new attribution problem, IAB's 4Ps of AI Visibility, and why I think we need to distinguish between **being visible and being valuable**. Because ultimately, the question isn't: "Did AI mention my brand?" It's: ``Did that mention change what somebody did?"
I'd love to know how you're thinking about this. #AI #Marketing #MarketingMeasurement #AIVisibility #BrandBuilding #BusinessBrief BC Web Wise
AI isn't just changing how we search.
It's beginning to change how we choose.
What to buy. Which brand to trust. What to compare. What to consider.
And the numbers from India are already telling an interesting story.
Which leaves marketers with a very different question:
We spend so much time understanding what consumers think about our brands. But do we know what AI is saying about them?
And when someone asks AI which brand to choose...
are we in the answer?
That's what I'm exploring in Business Brief #2.
Would love to know what you're seeing.
#AI #Marketing #BrandBuilding #AISearch @bcwebwise
Your brand has a new audience.
And it isn't human.
We're now creating content for two audiences at the same time:
People who need to connect with it.
Machines that need to understand it.
And increasingly, those machines are helping shape what people choose.
That changes how we need to think about brand content.
My first Business Brief. Would love to know what you think.
Build for people. Be understood by machines.
#AI #Marketing #BrandBuilding #BusinessBrief
Today's consumers are more discerning than ever. They’re looking for brands that understand them, that speak to their needs, desires, and values. Therefore, brands need to shift their focus from broad visibility to genuine relevance.
#MarketingPlaybook #DigitalMarketing
Day 2 at #Goafest2025 and 2 more metals for us! Silver for Pentonic – The Great Indian Art Fair Bronze for Tata Power – Eco Crew – Youth Powering Planet Action
That’s 3 Abby wins so far. So proud of the team and thankful to our clients. One more day to go! #AbbyAwards #BCWebWise #Proud #Silver #Bronze @goafestlive1
Super proud moment — The Invisible Hack for Gatsby Hair Styling Gel just won a Bronze at the #MediaAbby Awards under Small Budget Big Impact at #Goafest2025!
So proud of our team at @bcwebwise!
#AbbyAwards #DigitalInnovation #Gatsby
@goafestlive1
The representation of Kailasa nation , especially by the young citizens Kailasa who have been educated in the Kailasa Gurukul education system is an extremely powerful and welcome sign forthe future of Planet Earth .
This quoted post is unavailable.
Catch the latest relevant top news in our weekly digital news capsule ! #digitalnews #digitalmedia #digitalmarketing #digitalnewsindia
AI doctor on Wheels In Jammu And Kashmir, Live Ram Mandir consecration on ShareChat, the Rise of Made-in-India e-commerce companies, and much more in D-Talks issue #274 just for you! For more information & sources, visit fishsensedq.com
#bcwebwise #fishsense #dtalks
Check out my latest article: The Shopkeeper Effect - Influencer Marketing linkedin.com/pulse/shopkeepe… via @LinkedIn
#InfluencerMarketing #SocialCommerce #DigitalTransformation #AuthenticConnections
Making more Hindus as a responsible part of KAILASA will help in the enriching and causing larger audiences, helping them all to raise their consciousness, and thereby have the impact on humanity at large #Kailasaparliament #KailasaVotes #Nithyananda @SriNithyananda
One small step for Chandrayaan, one giant leap for India’s space ambitions. Saluting ISRO’s incredible achievement. 🫡🌕🛰🚀
#bcwebwise #fishsense #isro #chandrayan3
