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About Me





Hey There! 

 I created this blog to share my thoughts on all things digital marketing. I'm Amrita - a graduate student at NYU studying Integrated Marketing. I love to geek out over cool content marketing and strategy.

I'm somewhat of a nomad. I've lived in India, England, Switzerland, Australia, the Netherlands...in that order. I have a BA in Marketing & International Business from the George Washington University. I worked in advertising and PR with clients in the non profit, beauty, and healthcare industry.

 Things I Love:

  •  New York City
  • A good cup of coffee
  • Buzzfeed quizzes
  • Seinfeld, but also Gilmore Girls
  • Watching commercials
  • Reading - both novels and other blogs 
 Follow Me Elsewhere:
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My Fascination Archetype

What do I have in common with Tina Fey and Malcolm Gladwell? Turns out we have similar leadership styles! Who knew? This week, I took The Fascination Advantage assessment to learn how others perceive me and how I can use this to my advantage, both personally and professionally. The assessment, created by Sally Hogshead , has given me a new perspective on how my peers view me and how I can become a better leader. Taking the assessment was actually a lot of fun, and even before I received the results, I found that I was learning more about myself just by thinking about the questions. I could see right away that I wasn't motivated by status, but felt more passionate by producing good work through creativity. So let's dive into the results... At first I was surprised by my results. My primary advantage (my most effective method of communication) is described as "Mystique." The word mystique sounded a little too cool to describe me. But once I read more, I knew it de...
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Is the New Balance App Appsolutely Worth Downloading?

When thinking of major athletic brands, New Balance usually falls somewhere in the middle. Markets Insider reveals that New Balance has $3.8 billion in revenue and is currently the fifth biggest athletic retailer in the United States. Currently, New Balance's main marketing message rests on individuality and independence. Per Ad Age , Chris Davis (New Balance VP of Global Marketing) said "As a challenger brand, we embrace the role of being the underdog—that individuality inspires the same sense of confidence in [our] consumers." So does this sentiment of individuality come through in the brand's mobile app? Let's find out! The first thing to note is that the New Balance app is free. This is a smart decision for a "challenger brand." In my review of Fabletic's website , I covered the emerging trend of brands asking consumers to complete short quizzes in order to personalize products to their tastes. Well, New Balance is no exception. I was actuall...
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'Tis the Season to Watch Hallmark

( Merry Stockings ) Around this time last year, my mom and I were watching a holiday movie on Hallmark. The plot was predictable, and a little corny. But something my mom said has stuck with me, she said "these movies are so relaxing." It's true. Although we knew the movie would probably never be an Oscar contender, there was something inherently comforting about it. Well it turns out that was part of Hallmark's content marketing strategy all along! ( E Online ) Ultimately, Hallmark's content marketing strategy is more than just selling a brand but about catering to a need for comfort and belonging, especially during the holiday season. The Content Standard published an excellent piece by Taylor Holland on Hallmark's thoughtful content marketing strategy. The piece shows just how well Hallmark knows its customers and how it creates curated content all year long. Ann Herrick, Marketing Director at Hallmark Gold, believes the first step to gre...
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