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Your commitment to environmental, social and corporate governance (ESG) is a continuous journey. It is not something that you do and immediately achieve (the expected outcome). You have to perpetually keep contributing towards the betterment of environment and society, said Marico Founder & Chairperson Harsh Mariwala.

He was speaking on the topic of why brands should be purposeful in a fireside chat with exchange4media Group Founder & Chairperson Annurag Batra. The duo was discussing the importance of sustainability goals and Maricos commitment to them at the recently concluded Indian Marketing Awards event in Mumbai on Monday.

Speaking about Maricos commitment to the purpose-driven business, Mariwala shared, Marico started pursuing its purpose which is making a difference to all stakeholders including the shareholders, employees, and customers some 10-12 years ago. I was inspired by a book called Firms of Endearment' written by Jagdish Sheth, Raj Sisodia (and David Wolfe) wherein they talked about the power of good business and compared the financial performance of such businesses with those who do not follow the practices benefitting all stakeholders. And since then, we are committed to making each and every stakeholder a proud part of our business.

He added that each employee at Marico is motivated to go beyond what is expected of them to do something that creates a larger impact. We have also been sending members from our agency partners to our trainee programmes at our cost. The kind of motivation and bonding this creates is amazing and great for business growth.

On being asked about his thoughts on sustainability by Batra, Mariwala quipped that it has grown from being a business goal to a requisite.

ESG has been a topic of discussion across all companies board meetings and most boards are demanding (to know) what brands are doing on this front. In fact, even the new employees we have been hiring, their first question to us is about sustainability and what our business is doing towards it. Therefore, I believe that the change should come from within, for each individual. No amount of legal course can make that happen. If all shareholders demand this, all the companies will be forced to make the changes in a more effective manner.

Mariwala continued that while most people might still be looking at ESG as a cost function the paybacks are huge.

The duo also touched upon the growing entrepreneurial spirit in the country and how it will impact the future. Mariwala highlighted that the Indian entrepreneurship sector is growing like never before and the trend will continue with the advancement of technology. I read somewhere that India got more than 40 unicorns in the last year, a number which the country had earlier achieved in more than nine years. And I think we should not be talking about valuations because it is a concept that has been inculcated in the students and entrepreneurs who come from non-business families. Some of these businesses might not succeed too, but the motivation this growth is creating is the most important thing. And now with more mentorship programmes and shows like Shark Tank, I only see the entrepreneurship spirit growing in the country. We might keep complaining about the slow economic growth in the country but ultimately we are responsible for driving this growth. The government can create policies to best support the entrepreneurs but the innovation and ideas have to come from the community.

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If all talk about sustainability, companies will be forced to make changes: Harsh Mariwala - Exchange4Media

MUNCIE, Ind. The Muncie Redevelopment Commission agreed Thursday to fund a study to determine the viability of building a hotel on the east side of Muncie.

Mayor Dan Ridenour reported to commission that a developer has expressed interest in bringing a new inn to the city and Ridenour said he would like to see it builtto the east, likely along Ind. 32.

The mayor noted the developingPure Energy Park, the newCardinal Greenway Kitselman Trailhead, the Academy of Model Aeronautics and the Delaware County Country Club would all argue for a "$2 million hotel on the east side."

Ridenour told The Star Press that the study, which should cost less than $20,000, would help determine where a hotel should located either closer to the trailhead or near the Muncie Bypass at Ind. 32.

Muncie: IT firm renovating Southway Centre for tech, medical offices, new retail, grocery store

The MRC agreed unanimously to fund the feasibilitystudy with MRC President Jeffrey Howe noting the information could be used to bring in other developers if the current prospect doesn't pan out.

In other business, Ridenour also updated the commission on plans to redevelop Columbus Avenue in the McKinley Neighborhood, starting with the intersection with Walnut Street.

He said the city would issue a request for proposals to improve the intersection with new landscaping as plan continue to move ahead to relocate the Muncie YMCA near Muncie Central High School.

Columbus now goes into the school campus running from the area ofCardinal Greenway a few blocks to the east of the intersection, which has a stoplight.

Ridenour said the city has been talking with the McKinley Neighborhood Association about changes they would like to see in the neighborhood. Preliminary plans call for new landscaping along Columbus Avenue with Townhouse apartments. The city owns much of the property along the avenue, he said.

Indiana: Ridenour touts city progress, takes aim at turning U.S. 35 into thoroughfare to Chicago

"There are exciting changes coming to that neighborhood," said commission member Shareen Wagley, who is also a part of the group looking apossibilities along Columbus Avenue east to a park-like area near the Greenway.

Ridenour said the neighborhood was an Opportunity Zone, which provides tax incentives for developers who might be looking at building new housing in the area. The city already owns a lot of the property along the avenue.

He said that the city has attracted 18 people interested in moving to Muncie through its efforts with thecompany MakeMyMoveto recruit at-home workers through internet marketing and he was concerned about finding housing for them.

The MRC also agreed to a property swap in the end of downtowninvolving a parking lot owned by The Lofts at Roberts, to the southeast of that property, and a parking lot owned by the city, directly south of the Roberts property.

The even swap will provide more parking spots for the city near Canan Commons along Walnut Street and close to a soon-to-be-opened restaurant in the Courtyard by Marriott. The Roberts would gain parking for its tenants closer to the building.

David Penticuff is the local government reporter at the Star Press. Contact him at dpenticuff@gannett.com.

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City working to bring new hotel to eastside of Muncie - The Star Press

Digital Pathology Market: Overview

The digital pathology market has been projected to grow at a significant speed in the foreseeable years. These growth opportunities in the global market are commonly attributed to the rising adoption of digital pathology in order to enhance the efficiencies of labs. In addition to this, the growing application of digital pathology for the development of drugs and companion diagnostics is also fueling the expansion avenues in the global market. Further, the increasing prevalence of cancer across the world is also contributing to the growth opportunities in the global market during the forecast period.

On the flip side, there is a lack of trained pathologists around the world in the healthcare industry that is predicted to challenge the growth avenues in the global market in the following years. The development of some affordable scanners around the world is estimated to bring novel growth avenues for the key players that are operating in the digital pathology market in the coming years. Various private small businesses are unable to afford expensive systems for digital pathology. These factors are further predicted to boost the growth impetuses in the global market.

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Digital Pathology Market: Key Trends

Digital pathology is helpful for the improvement of lab efficiencies while reducing the costs of products. These services are also helpful in order to provide users with access to the subject-matter expertise and to decrease turnaround times. Further, improvement in the lab efficiencies is critical as physicians and patients are dependent on the results of the lab for the diagnostic decisions. In addition to this, these tests are required to be reported and completed accurately and quickly. Access to the digital slides through web services is vital to eliminate the pathologists travel time and shipping costs. These factors are important to bolster the expansion opportunities in the digital pathology market in the near future.

The sudden outbreak of the COVID-19 cases across the world has led to the implementation of lockdowns in order to maintain social distancing. These restrictions have boosted the requirement for digital pathology solutions for the remote view diagnostic results for the primary diagnosis. Thus, to gain the competitive edge as well as to deliver quick services, numerous pathology labs and pathologists have been adopting digital pathology. These factors are estimated to bolster the expansion prospects in the digital pathology market in the upcoming years.

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Digital Pathology Market: Competitive Dynamics and Key Developments

The key players in the digital pathology market have been putting collective efforts to develop novel growth opportunities in the foreseeable years. These players are focusing on technological advancements through different R & D activities. They are adopting numerous growth prospects for the development of new growth avenues in the following years. Portfolio diversion, mergers and acquisitions, development and launching of products, expanding the footprints of the various organization through subsidiaries and partnership, and expansion of various distribution networks are some of these market growth practices that are likely to fuel the expansion avenues in the near future.

The key players in the digital pathology market are:

Digital Pathology Market: Regional Assessment

Digital pathology has been bifurcated into five major geographical regions including Asia Pacific, Europe, North America, and the Rest of the World. North America is predicted to hold the largest share in the global market in the coming years. The growth avenues in the regional market are commonly attributed to the introduction of various favorable reimbursement policies, rising demand for quality diagnostics, and increasing prevalence of cancer. Along with these factors, the government from Canada and the US is also implementing favorable initiatives to drive the expansion opportunities in the following years.

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TMR Research is a premier provider of customized market research and consulting services to business entities keen on succeeding in todays supercharged economic climate. Armed with an experienced, dedicated, and dynamic team of analysts, we are redefining the way our clients conduct business by providing them with authoritative and trusted research studies in tune with the latest methodologies and market trends.

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Digital Pathology Market Industry Analysis and Forecast (2020-2030) By Component, By Type, By Application and By Region - Digital Journal

Metaverse has revolutionised the world of e-sports, and in future, people are going to see more gamification of the real world, said Kevin Soltani, CEO, GIMA Group (USA) at the e4m GameOn 2022- Online Gaming Summit. Soltani shared insights on the topic- World of Esports: A look at an explosive billion-dollar industry and outlined the future of the e-sports sector.

Stressing on the fact that e-sports received a boost during Covid-19, he said, Everybody knows how big the buzzword e-sports is. During the pandemic when everybody was locked in homes, the streamers took their time to become big and famous. And thats what kept us going the opportunity to go digital, as gamers had no other option, but to turn online.

He said the opportunity to convert gaming into a completely digital form is comparable to gaming technology advancement in the 1980s and 90s when everything being played by hand became more PC-based and advanced. This is a revolutionary moment in gaming history, he said.

E-sports, according to Soltani, is a competitive game. When you cross the line from a casual, traditional home gamer into a professional setting and start to compete on a worldwide stage, then you can be categorized as an e-sports player. The number of such e-sports players and the industrys revenues have just been climbing. As we go into 2023, we can only imagine that the metaverse is going to take this hyper-growth into an even faster cycle. So we're hoping that this new digital age of gaming experiences will usher in a fully new level of adoption. The player base who were just traditional gamers, are now looking at untraditional gaming such as block-chain and crypto gaming.

Throwing light at the history of gaming and e-sports, he said that in 1972, a party introduced a very casual form of gaming for bars, pubs and homes. Then the console version started to come out and later we saw the introductions of PC, mobile, handheld in this arena. And now the metaverse is ushering in the next stage. With technological advancements in mobile, handheld and PCs, it has taken up larger market shares, he said.

Transforming the gamers experience from the game to the real world is the purpose of the metaverse, and gaming will play a large part in that transformation. In the future, with more availability of AR technologies, people will see more gamification of the real world.

Now, it is going be gaming-centric, but business-focused. These days, crypto games and the metaverse are allowing companies to bring out NFTs and to use crypto-currencies as a way of payment, he said. Soltani also predicted that in future the game developers, community managers and designers will be spending more time recreating and innovating the user experience in the metaverse.

We already have VR and headsets, but AR is going to be very big in the future. And I predict it will be even bigger than VR and more useful. I truly believe that user experience will be more important than the user interface. Of course, we want the interface to be glamorous, immaculate and ever-changing, but it is an experience that's going to win, he added.

Concluded his session, Soltani shared a quote by Satya Nadella, executive chairman and CEO of Microsoft, Gaming is the most dynamic and exciting category in entertainment across all platforms today and will play a key role in the development of metaverse platforms.

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AR to boost gamification of the real world: Kevin Soltani - Exchange4Media

The future of content marketing involves machines, in a much more robust way than you ever thought possible. While we may not have flying cars just yet, artificial intelligence (AI) and machine learning (ML) are making serious strides to impact business outcomes. Whether youre a forward-thinking leader at a Fortune 500 company or a marketing manager at a mid-sized brand, AI will soon be part of your team.

And before you go thinking that these AI robots are out for your job, its important to realize where we are in a time of technological advancement. The internet reshaped the way we work nearly 40 years ago, and it continues to evolve. AI will not replace humans. What it will do is reinvent the way we think about our work.

AI already helps so many professionals produce better business outcomes with data-driven certainty. It creates the opportunity for teams to generate more quality work, faster. So, what does this mean for the future of marketing? And content?

Lets explore some key insights.

As content marketers, weve all been in the position of generating several versions of ad copy, email subject lines, web page heroes, and call-to-action buttons. All with the intention of gaining more perspective into what garners more clicks. Clicks mean leads, leads mean conversions and conversions mean sales. We all know the basic lead funnel.

But most of the time, its a guessing game. Marketers may have personas developed by their genius product marketers that involve hours of market research and data analysis. But personalization is not that simple. Humans are not that simple. If they were, Im sure Jeff Bezos or Mark Zuckerberg would have already created an algorithm that generates a 99.9% conversion rate. Who wouldnt want that influence?

While no machine or human can accurately predict what will generate that kind of impact across a massive and broad audience, AI is helping marketers achieve incredible results that speak for themselves.

Machines are not human. Theyll never be able to provide the same value. But AI is able to work alongside us to generate better results, especially when it comes to repetitive and mundane tasks, like writing A/B test copy variations and surfacing the results back to leaders fast enough to take action. This leaves content teams open to focus more on strategy, elevating their roles in the business.

One of the most interesting ideas about the future is how we incorporate machines into our work. We need to embrace machines as automation team members to help us with mundane tasks and data-driven insights. These tasks are simply not possible for humans to complete at the speed and scale necessary for competitive growth.

AI will not replace humans. What it will do is reinvent the way we think about our work.

Thats why Fortune 500 brands are already using machine learning and AI to their advantage. As the Covid-19 pandemic enters its third year, the future is knocking, and its only getting louder. This pandemic wont last forever, but things will certainly never be the same. Marketing professionals must be ready to innovate with technology that empowers data-driven decision making.

Mark Cuban said that in the future, the most valuable job skill will be the ability to think deeply and problem solve. Its not a dystopian idea. People shouldnt be concerned that machines are coming for their jobs. As we automate tasks that take us much longer to do manually, what greater value of work can we bestow on our team? When do we need to use machines? When do we need to use humans?

As a content marketer myself, I am ecstatic about the opportunity to showcase the value of content. Language is the most powerful tool we have in marketing. Communication is core to everything we do, and the words we use matter. So, why not let AI help us find the right words for every person were reaching out to?

Humans are an invaluable resource. No machine will ever be able to replicate the way humans integrate creative concepting and strategic thinking into marketing plans. Let alone understand how analytics and insights correlate with overarching business goals. So, lets talk about the ways that future leaders are organizing their teams.

CMOs everywhere must assess the strengths of their teams and reorganize roles appropriately, enabling every contributor to shine in tasks that create higher value. Technology is advancing more rapidly than we ever thought possible. AI is just the next step, and it doesnt have to be a scary one.

AI is powered by data. And data is the best informant for generating customer connections. With third-party cookies performing a huge disappearing act in 2023, marketers must adapt to focus on a first-party data strategy. Large organizations are often sitting on a gold-mine of customer data that has the potential to generate millions in incremental revenue. And that is only possible with AI.

Because AI is the only way that you can generate personalized experiences for every customer segment, at every touchpoint. Its the only way to test so many variables at once to reveal results in record time and drive those insights back to the business.

Persados language-generation AI enables enterprise companies to generate personalized messages at scale with an average conversion lift of 41%. In fact, our data shows that AI can generate better performing language than the control content 96% of the time.

Are you ready for the content revolution thats about to unfold? Our roles are about to be better than ever, with more emphasis on data and better insights for strategic decision making. AI is the team member that is ready to help you meet this moment and produce the insights and outcomes you need to transform your business.

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The Newest Member of the Content Marketing Team Is AI - Adweek