The Warc Blog

The Warc Blog

Of fiction and funnels
 
Posted by: Faris Yakob, Co-founder, Genius Steals
 
Faris Yakob

I was recently speaking at a Google event in Sydney. The topic I was asked to speak on was 'Digital storytelling', so let me tell you a tale.

Humans love stories. We use them to make sense of the world. When we cannot understand something, we use stories to explain it to ourselves, and each other. Stories are everywhere because everything is literally complex, the product of many things interoperating and creating endlessly emergent effects.

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Subjects: Advertising, Digital, Consumers

26 April 2016 10:23

MRS Impact 2016: The future of market insight in 5 themes
 
Posted by: Peter Mouncey, Editor-In-Chief, IJMR
 
Peter Mouncey

Who will succeed in the new age of data discovery? We asked a panel of four international experts across academia and business to share their views on where the world of insight is going, and how it is adapting to a data-rich, connected, and social world. Speaking at the 2016 MRS Impact conference held in London this March, the panel drew a large crowd for a lively debate.

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Subjects: Data, Consumers

21 April 2016 11:53

The curse of knowledge
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

Think of a song. A simple, well known tune. Now tap out the rhythm on your desk and ask a colleague to guess the name. Easy, right?

Well, an experiment from Elizabeth Newton, a psychologist at Stanford, suggests not. She split participants into two groups: 'tappers' and 'listeners'. The first group chose a song and then, without revealing its name, they tapped out the rhythm for the listeners to guess. The tappers estimated the probability of the song being recognised at 50%. They were wildly wrong. Of the 120 songs in the experiment only 2.5% were identified correctly.

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Subjects: Marketing, Consumers, Media

19 April 2016 12:28

Back to the future: Rosser Reeves' legacy
 
Posted by: Malcolm White, Co-founder, Krow Communications
 
Malcolm White

Malcolm White looks back ... at Rosser Reeves' legacy, not just his fallacy.

Rosser Reeves is infamous for proposing, more than half a century ago, that a good way of proving the effect of advertising was to compare the brand scores of ad recognisers with the brand scores of non-recognisers. He claimed that a correlation between high recognition and strong brand scores should be regarded as causal - when of course it shouldn't: people who already know and like a brand will tend to notice the same brand's advertising. This flawed logic is what became known as the Rosser Reeves Fallacy and it has cast a shadow over Reeves' reputation.

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Subjects: Advertising, Marketing, Consumers

12 April 2016 15:35

The Age of Conversation
 
Posted by: Gareth Kay, Co-founder, Chapter
 
Gareth Kay

About a dozen years ago, we began to talk about the age of conversation as the web evolved to enable us to spend more time on platforms that connected people together rather than the one-way questioning of information that characterised the nature of the early web. It was a dramatic shift in our relationship with the web and had a significant impact on marketing but this shift is likely to feel far smaller than the real age of conversation we are entering now - the era of the conversational interface.

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Subjects: Digital, Brands, Consumers

05 April 2016 10:24

It's time to really get personal...
 
Posted by: Guest blog
 
Guest blog

This guest post is by Nick Evans, Marketing Practice Director at Jaywing

At one point, all marketing was personal. Your bank manager, door-to-door salesman and butcher all knew their customers by name and treated them as individuals. Then, with the dawn of direct marketing, marketers began relying on more efficient mass-marketing techniques to deliver a singular message, firstly via mail and then through a variety of digital channels.

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Subjects: Digital, Advertising, Consumers

04 April 2016 15:26

Is Singles' Day good for brands?
 
Posted by: Edward Bell, CEO, FCB Greater China
 
Edward Bell

Arguably the most public face of China's e-marketing juggernaut is Singles' Day. One can't help but be in awe of the sheer scale of it: 278 million orders for 30,000 brands offering everything from smartphones to smart-looking underwear were placed in the 24-hour window, resulting in over US$ 14 billion changing hands. And it's speeding up like a rocket. This year's dollar volume was 60% greater than the year before and it was the same the year before that. And given the runaway success of it, e-comm titan Alibaba, which first commercialised this celebration of singledom, plans to use the Singles' Day concept to spearhead Alibaba's globalisation strategy. Within a year or two, this China-born shopping frenzy may become another commercialised global date like Valentine's Day – but on a whole different scale.

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Subjects: Brands, Digital, Consumers

30 March 2016 15:25

Is Self Brand Overlap the Secret of Brand Love?
 
Posted by: David Penn, Managing Director, Conquest
 
David Penn

For some years now, marketers have grappled with the challenge of how to explain 'brand love' – that intangible sense of attachment that makes Coke 'taste better' than Pepsi and may even lead us to overlook a product's shortcomings (think Apple). The 'roots' of brand love have generally been sought in the irrational, in emotions, yet this creates circularity: we love brands that create emotion; emotion creates loved brands, and so on…

Could it be, however, that the explanation lies in the relationship between our self and brands such that loved brands are those that somehow become subsumed in our personality? In other words, is a loved brand one that becomes part of us?

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Subjects: Brands, Consumers, Data

16 March 2016 09:51

"Sensploration": When sensory marketing meets neuroscience-inspired multisensory design
 
Posted by: Guest blog
 
Guest blog

This is a guest blog post by Prof. Charles Spence, Head of the Crossmodal Research Laboratory at Oxford University

Sensory marketing is big business, and getting bigger. While Aradna Krishna was hinting at the "sensory explosion" to come just a couple of years ago, the signs are that 2016 is the year that multisensory goes mainstream. So, welcome to the exciting new world of sensploration. While marketers have been stressing the value of atmospherics, and the experience economy (Pine & Gilmore, 1998, 1999) for decades, it always felt like companies were trying to use scintillating sensory cues in order to massage the wallets out of their consumers' pockets, rather than to deliver genuinely engaging and stimulating experiences in their own right.

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Subjects: Consumers, Advertising

24 February 2016 12:29

Building new brands: addressing some common misconceptions and questions
 
Posted by: Guest blog
 
Guest blog

This post is by Professor Jenni Romaniuk, Associate Director (International) at the Ehrenberg-Bass Institute for Marketing Science, the world’s largest centre for research into marketing. Jenni is co-author, with Professor Byron Sharp, of How Brands Grow Part 2 (Oxford University Press, 2015).

Successfully launching a new brand is one of the toughest challenges in marketing. New insights from the Ehrenberg-Bass Institute for Marketing Science draw on the book How Brands Grow Part 2, Emerging Markets, Services, Durables, New and Luxury Brands. In this blog, I will address some of the common questions and misinterpretations that have emerged.

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Subjects: Marketing, Consumers

23 February 2016 15:10

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