Five types of corporate strategy have been identified by management consulting firm BCG. The most common is the Classical approach which follows a traditional planning and execution based on business analysis. The Adaptive approach is a reactionary method where business tactics are constantly forged to adapt to existing market trends. The Visionary approach is best associated with start-ups where everything flows top-down andbusiness innovation is given top priority. The Shaping approach looks ate being the aggregator of various other firms solving other ends of the business chain. The Renewal approach is best suited to current conditions where firms need to go back to basics and manage wit limited funds in sustainable manner.

Business innovation is now at the forefront and organizations are competing with one another to achieve the same. A fastcompany.com anchored business research points out that Facebook, Virgin Atlantic and IDEO are some of the most innovative organizations. They have even designed their office complexes in order to induce co-creation. Facebook for instance has an in-house artist in order to encourage alternate thinking among employees. The entire management training programmes at such firms focus on bringing out the very best of creativity among the employees and to change them for the better.

Interactive content is slowly becoming the craze in digital marketing. Quizzes for example are being tapped to understand customer characteristics. Content market can also be seamlessly integrated with more traditional forms of marketing. Webinars for instance have become a major source of information. Calculators where numbers are entered and an analysis is generated for deriving specific requirements are also being used. CTAs or Calls to Action are now in vogue as they direct the potential customer to a landing page from where conversion is easier and the user can avail complete product details. Also interactive info-graphics have emerged to engage viewers.

Certain digital marketing trends have been observed which are sure to improve marketing credentials this year. All eggs must not be put on the Google sized basket. The greatest thrust should not be made on mobile based technologies. Social engagement will lead to tangible conversions. Payment methods are also seeing a revolution. Paid advertising or PPC is still very much alive. Automation in marketing is getting a boost. Content creators now hold premium position in any marketing team. The SERP algorithm by Google has already changed and is set to alter again. Optimization of all processes brings best possible ROI. Business innovation now includes newer methods of growth hacking.

International travel is proving to be the microcosm for the shift in global economic power. While southern Europe including Spain, Greece, Italy and Portugal reels under its worst economic crisis for decades, tourism is providing some hope through the generation of multiple travel jobs. While business analysis had indicated that tourist numbers were to go down in the wake of the economic crisis, it is a new set of tourists who have altered market dynamics bringing relief. The new tourists are typically not from USA or the traditional developed world, but instead from China, India, Russia, Brazil, South Korea or Turkey. These countries have a new wave of middle class which wants to travel and flaunt their wealth often at massive environmental and cultural cost to the destinations. Cities such as Rome, Venice, Barcelona and Sevilla have now inserted regulations to curb excessive uncontrolled tourist inflows.

Corporate leaders have traditionally on popular media been depicted as rock-star mavericks yet it is often the quiet, unassuming types who end up successful in the real world. Business leadership has a lot to do beyond the visual charisma. Tim Cook of Apple is one perfect example where the leader is an introvert and is a better back end corporate strategy formulator than front end speaker. He is also a good listener and remains patient throughout challenges.

The tourism board at Australia has signed a strategic partnership agreement with the Expedia group which is among the largest travel retailers in the world. Tourism Australia plans to leverage digital marketing to lure greater number of tourists to the country using the Expedia portal. The USA and UK will be the first countries targeted as they are already among the largest sources of tourists to Australia. Collaborative campaigns are set to start between Expedia and Tourism Australia now.