The Knowledge to Decide

Consumers today are spoilt for choice. To win them over, brands need to deliver real-time customized experiences. New technologies and techniques are allowing them to do just that. Consumers today are extremely brand savvy. With access to various media platforms to conduct research, compare prices and ultimately purchase products, consumers favour brands that deliver experiences that suit their needs in the present moment. Consumers have begun to recalibrate what is expected from their media, stores and brands – demanding real-time personalized information every step of the way. What is real-time marketing? Real time marketing is defined as using apt communication tools to provide a more profound yet personalized consumer experience and information – at the right time and place – so as to address a consumer’s needs with accuracy. This is a component of Present Tense Marketing, which concentrates on ways of understanding consumers’ current situation for a personalized experie

With the implementation of the Companies Act 2013 earlier this year, the Indian government has made history by requiring eligible Indian businesses to “turn CSR from voluntary activities to mandated responsibilities”. Will this succeed in boosting the non-profit sector without hobbling economic competitiveness? And will it set an example for the world to follow? CSR in India The term Corporate Social Responsibility (CSR) came into common usage in the early 1970s. The 20th century witnessed a shift in focus of global CSR from traditional philanthropy – giving out donations – towards more direct and sustained engagement by business in both broad-based and cause-specific interventions. In India, CSR has traditionally been an activity that was performed in a perfunctory manner, but not deliberated. Although India’s CSR still remains within the philanthropic space, its focus has shifted to institutional building (educational, research and cultural) with the aim of lifting communi

No marketer wants their brand message to be out of sight and out of mind. But with multiple media platforms and so many upstart brands crowding alongside old, established ones, what elements work best to ensure successful brand recall? And how important is recall as a factor in a brand’s success? Though brand recall is deemed to be one of the most important factors influencing buying decisions, recall alone is not enough for brands to soar. Marketers need to ensure that there is a strong linkage between the advertisement and the brand, so that consumers can connect to the specific brand of a product, rather than the generic product category. The importance of brand recall A high brand recall would indicate that the product is easily recognizable. It is more than about recalling the name. It is about connecting the name with the message. For instance, one would relate Disney with “fun, family entertainment”, Nike with “authentic athletic performance”, and Starbucks wit