Ahmedabad Alumnus Amish Keshwani, Bachelor of Computer Applications (BCA), Class of 2002, School of Computer Studies, has recently published a book, 55 Digital Marketing Masterpieces, that describes various digital marketing strategies, from successful digital social media campaigning to social media marketing. Amish is Senior Vice President, MarketsandMarkets Pvt Ltd, a multinational corporation recognised by Forbes as one of America’s biggest consulting firms. Last year, at the global marketing summit Marketing 2.0, he was presented the ‘Outstanding Leadership Award’.

About writing a book on digital marketing, Amish says, “The thing about digital marketing is that what works for one company or situation doesn’t necessarily work for another. Yet the impact these create could be replicated across industries with some strategic changes in the marketing. These shared experiences can create exponential growth for each of these companies. Hence, a book that could encompass all of these strategies.”

In the book, Amish writes about how most companies traditionally use Supply Chain and Operations (SCO) and Supply Chain Management (SCM) strategies to grow their business. However, in the chapter on Data-Driven Analytics and Marketing, he remarks that digital tools can be leveraged, and data can be mined for new product offerings and customer engagement. He has illustrated this through the marketing strategy of American insurance company Lemonade, which uses the AI bots Maya and Jim to create an engaging user experience. “We used AI similarly at MarketsandMarkets by creating an AI model based on data analytics to create special experiences for our customers,” he says.

Amish’s Ahmedabad experience was fundamentally rich and gave him vast exposure to the real world. He was in the first cohort of the BCA programme introduced in 1999. Bipin Mehta, then Director of the AES Institute of Computer Studies, Ahmedabad University, encouraged him to be a part of the student chapter of the Computer Society of India. Amish also participated at the National level competitions of the Computer Society of India. He says, “I would especially like to thank Professor Bipin Mehta and the faculty team who helped me create a path of my own rather than be a follower.”