Environmental degradation has been hitting the headlines across the globe for quite some years now. Corporates, governments and consumers are beginning to realize that unsustainable production poses a grave danger to mankind.This realization has lately given an unprecedented boost to green consumerism that started as an idea in the Western societies way back in the 60s and 70s.
The impulse to go green is gaining momentum among consumers. Nielsen’s 2015 Global Corporate Sustainability Report says, 66% of consumers would spend more on a product if it came from a sustainable brand. Up to 73% of the surveyed millennials had a similar view and this trend continues.
It is no surprise that Millennials, often called the green generation are driving the sustainable movement.
According to a globalwebindex study done in 2018 over 60% of Millennials (aged 22-35 years) say that they are ready to pay extra for eco-friendly products, closely followed by Gen Z while this number is 55% in Gen X (aged 36-…

The latest buzzword in marketing is empathy. Many companies are successfully utilizing the power of empathy to push their brand to the next level. 
Some examples: Philips invented a miniature version of a CAT scanner called the ‘kitten scanner’ along with  toy animal characters that were used as patients and a TV screen to dispel the fear of MRI among childrenP&G ad released in time for London Olympics 2012 shows the trials and tribulations of mothers raising young athletes.Microsoft’s interactive site Anatomy of a Data Breach that explains how data is stolen and how one can protect own data.Enhancing empathy not only outside your company but also inside is great for your business.  Yet, according to a 2019 survey by Businessolver, 92% of employees feel that their bosses do not give enough importance to empathy.
But what has it got to do with marketing success?




The same study says that 93% of employees are more likely to stay with an empathetic employer which would result in lesser …

Marketers react to a saturated market in different ways. Many are discouraged by the very thought of entering a saturated market, others find it tough to survive in such market yet there are other entrepreneurs who not only survive but grow in a saturated market. Then there are those who are at the start of their business journey but are unfazed by a market filled with potential competitors and carve out a niche for themselves in this very market.
So what is the secret of winning business in a saturated market?




A saturated market is, in fact, a thriving market with tremendous demand and hence offers a great opportunity for growth. Thus entrepreneurs need not be intimidated by a saturated market. Instead, they should see it as an opportunity to tap into the tremendous demand that is the hallmark of such a market.
According to Seena Sharp the author of Competitive Intelligence Advantage, a saturated market is a sign that there is a lot of opportunity in the market. She is of the opinio…

Over years marketing adapted well to changing times. From the Silent Generation and the Baby Boomers to Gen X and Gen Y, every period in time has heralded its own marketing challenges. Even so, the challenges posed by Gen Z to marketers are incomparable, as it is the first ‘digital native generation,’ a population that has never seen a world without the Internet and digital technology. The denizens of Gen Z have integrated technology seamlessly into their lives.
This necessarily means that any companywanting to win today must make full use of the Internet and the social media and must be digitally accessible at all times.
But why is Gen Z so important for marketers?



Well, for starters Gen Z represents USD 44 billion in purchasing power, as reported by the “Uniquely Gen Z” study conducted by the IBM Institute for Business Value.  The Gen Z is a market of high but fickle spenders with no strong brand loyalties, the study found. Seventy five per cent of the people in the study said they spe…

Wiley a US $ 2 billion publishing legend based in the US, has hired OCMO to market Wiley Nxt, a new age initiative that harnesses its massive knowledge creation and distribution strengths to upskill engineering grads for jobs in top IT companies.
This year of the more than 1.5 million young people who will graduate from engineering schools in India less than 1% will be hired by the Top-20 companies in India’s most sought-after IT industry. This is because most graduates are not job-ready when they leave their colleges. With its legendary strengths in knowledge creation and learning solutions, Wiley is unveiling a powerful job-readiness program in India in collaboration with industry and business leaders to addresses this widening skill gap, called WileyNxt.
For marketing this service in a highly competitive business landscape, the USD 2 billion transnational corporation has chosen Outsourced CMO because it wanted seasoned marketing experts for this initiative. Wiley approached OCMO in …

A consumer’s decision to purchase a product or service is dictated by several rational factors like pricing, utility, affordability, reviews and comparisons. But beyond such tangibles there is one factor that every marketer needs to be aware of: EMOTIONS!
Why would people otherwise choose expensive branded products over their exact generic equivalents selling at a fraction of their price? Emotions typically operate on a level of irrationality, that is both undefinable and undeniable.



The author of Descartes Error Antonio Damasio argues in his book that emotions are an essential ingredient in almost all decisions. He says, whenever we have to take a decision our past related experiences come into play. These emotions create preferences depending on the options we are considering, leading to a decision.  
That is why you hate going to a restaurant the second time when your first experience is not good or you prefer to buy a certain kind or brand of shoes, personal accessories, electronic …