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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 
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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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Alexa, Tell Me Everything You Know

( Mashable ) Alexa is no longer just a girl's name and Google no longer requires any typing. Connected devices are an integral part of our lives now. From Fitbits, Nests, and smartwatches - consumers rely on these devices to go about their daily routines. Devices don't just help solve consumer's problems though, they are a treasure trove for marketers as well. At the forefront of all of this, is the Internet of Things (IoT). The internet of things allows marketers to know more about consumers than ever before. The challenge is making sure their brand is seamlessly integrated at the right time without appearing intrusive. So, what exactly is the internet of things? Forbes defines the IoT as simply connecting devices with an on and off switch to the internet, and to other devices. The internet of things is a giant network of connected "things", including people ( Forbes ). Sounds a little creepy right? While there are many benefits to having your devices c...
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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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