In this modern era, people highly rely on Innovation, Technology, and Marketing for services. Innovative Marketing is one of the greatest approaches that help to create a direct impact on business organisations. Numerous initiatives are being taken by global entities to introduce and help implement the trends and innovation in marketing. The Chief Marketing Officer (CMO) Australia is a new media title from IDG Communications. The CMO directly influences marketing and innovation and has become a tech buyer and a business leader who now represents the publication in Australia.
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The CMO has predicted 19 trends for digital marketing by 2022 that will surely enhance the global business practices during the pandemic.
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The primary purpose behind conducting this study was to examine and understand the relationship between environmental orientation and companies' marketing innovation. The research was based on secondary data from the PITEC (Technological Innovation Panel) during the 2013-2015 period. The results were shocking as they showed a significant negative relation between marketing innovation and environmental orientation. Differences were also found between service companies and manufacturing depending upon the companies' activity size and sector. Consumers these days look for "companies with values” while making a purchase decision for a product or service. Thus, business organisations need to engage in environmentally oriented activities to experience marketing innovation.
Source: Medrano, N., Cornejo-Cañamares, M., & Olarte-Pascual, C. (2020). The impact of marketing innovation on companies’ environmental orientation. Journal of Business & Industrial Marketing.
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