ICM_2023

About the Conference

Humankind is undergoing a transformation of immense magnitude that has inspired researchers and practitioners all around the world to rethink and reinvent the wheel. Conversations around fomites, immunity and wellness have gained more relevance today than ever. There is an increased awareness and appreciation for health and community as consumers train their focus on well-being and actively look for solutions to secure physical health, psychological wellness, and social connections. They understand the impact of consumption on the environment and are appreciative of the businesses that integrate sustainability into their offerings. Younger generations place considerable importance on the issues like waste reduction and management, minimizing the carbon footprint, adopting sustainable packaging solutions, supporting ethical business practices, and protecting human rights. They are willing to adopt a sustainable lifestyle and reconsider their consumption decisions in the light of ethics and sustainability related practices of the businesses.

Such tangible shift in consumers’ priorities and preferences has acted as a catalyst of new perspectives and prospects for growth across businesses. Marketers too have responded to the new order and realities of business by carefully calibrating the marketing strategies with changed market dynamics and redesigning the consumer experiences in ways more than just one. Since consumers have started relying on the remote, internet-based businesses for a plethora of solutions, marketers are placing a great deal of weight on digital technologies to drive engagement. The traditional touchpoints have received a digital makeover courtesy hybrid customer journeys, growth in online shopping transactions, increased usage of mobile devices, and proliferation of social media platforms. Along with an increased emphasis on e-commerce and digital channels of communication, emergence of new service platforms, hyper-personalization, social commerce, adoption of augmented and virtual reality, analytics and a more conscious, purpose-driven consumer are what characterize the marketing we are witnessing today.

Aim

As new consumption sensibilities and value systems are emerging, it has become crucial to map the advancements in the realm of marketing. The aim of this conference is to create a global scholarly platform for discussions and deliberations on the shifts in consumer behaviour and the ways brands can meet and manage customers’ expectations in the new reality. It endeavours to draw attention towards the transformation of consumer journey in an increasingly digital business context and carry forward the conversation around how marketers can design superior consumption experiences by integrating consumer well-being with business.