NEW DELHI: The government is considering corporatising the marketing arm of Khadi Village and Industries Commission (KVIC) as it looks to boost the organisation’s turnover to Rs 5 lakh crore, two officials aware of the matter said. “KVIC and the government are now exploring the possibility of assigning the marketing function to a professional entity […]

Experience marketing is fast becoming the rule, rather than the exception, for brands trying to connect with their B2C audiences. And they’re going all in: retailers are creating museum-like interactive play spaces, sports brands are developing AI-enabled virtual reality experiences, and game companies are creating live-action immersive versions of their video games. But it’s not […]

You may not have heard about Waze Local before, but if you have any interest in location-based advertising, you will undoubtedly find out more in 2020. In fact, Google purchased Waze back in 2013, with the intent of enriching some of the functionality of Google Maps. Features such as camera notifications and better driver advice […]

As marketers, we value our special skills, or as I often refer to it, our superpowers. I always explain that my superpower is writing because sometimes it’s easier for me to express my thoughts this way rather than talking (although I have my moments with the gift of gab). So while guarding our superpowers and […]

The stark lack of diversity within marketing is a ticking timebomb with the potential to undermine the future creativity and relevance of the industry for years to come. The 2020 Marketing Week Career and Salary Survey reveals that a staggering 88% of the 3,883 respondents identify as white, with just 4% identifying as mixed race, […]

Marketing a brand is hardly a complex venture in the 21st century. With Google ads, Facebook ads and other conventional online and offline tactics, it is hardly something that any entrepreneur is losing sleep over. That is, unless you run a CBD-based business or any hemp-based product. In spite of the recent boom in the industry, […]

Acosta Inc., the marketing firm owned by Carlyle Group LP, has gone bankrupt after big consumer-product firms decided to do more of the work themselves to keep up with changing consumer tastes. The company filed for Chapter 11 bankruptcy in Wilmington, Delaware, with support from creditors on a plan that would hand them ownership of a […]

Anticipation is marketing gold – and dopamine is the currency that leads to a richer bottom line. Do you have the Midas touch? As a marketing professional, you’re interested in influencing behavior to help your business succeed – and that starts with dopamine. Dopamine is a neurotransmitter that plays a central role in goal-directed behavior. […]

The relationship between sales and marketing is critically important, especially in high-growth environments. Yet, for some reason, this relationship also seems to be one of the hardest for many to navigate. In fact, only a quarter of sales and marketing professionals consider their teams to be tightly aligned, with 18% rarely aligned or misaligned. Even in organizations where […]

When Anheuser-Busch first rolled out Michelob Ultra across the U.S. in 2002, the pitch to the nation’s weight watchers was simple: Sip this beer if you want to ditch carbs. At 95 calories and 2.6 carbs per serving, Michelob Ultra became the first major beer brand to put one of the diet industry’s then most-prominent […]