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Article •
US mobile network Sprint wanted to understand the impact of its customer retention efforts not only on chosen targets but also on those targets’ contacts who were also Sprint users.
News •
NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).
News •
GLOBAL: In the process of ensuring compliance with GDPR, marketers have become increasingly aware that the quality of their data – and sometimes the source of that data – may not be as reliable as they would wish.
News •
GLOBAL: The World Federation of Advertisers (WFA) has published a Manifesto for Online Data Transparency, calling on brands to commit to a data ecosystem that properly respects consumer choices and their right to control their own data.
News •
TOKYO: Shiseido, the Japanese beauty products firm, is responding to younger consumers’ preference to shop online and to try out new technologies by acquiring a number of US-based tech firms that specialise in the personal care industry.
Article •
As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.
News •
ATLANTA: Coca-Cola, the global beverages giant, has joined forces with a small but expanding tech start-up, enabling some of its products to be sold to ride-hailing passengers while in transit.
Opinion •
OMO’s gold-winning campaign in last year’s WARC Media Awards offered a new take on integration. Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA, explains how eBay, ambient, Periscope, a 23-hour Facebook Live ad and social media disrupted and engaged Arab parents in a quest to show them that dirt is good .
News •
SYDNEY: To truly understand your brand’s customers, you have to understand yourself, according to the chief marketing officer of Australian online fashion retailer The Iconic.
News •
LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.
Article •
With drivers seeing little to differentiate fuel retailers and being skeptical of loyalty schemes, Shell set out to make its Shell Drivers’ Club more relevant to members.
Article •
A combination of programmatic buying and AI-informed content turned around the Shoe-d-vision business in Denmark and Norway, boosting both online and offline sales.
Article •
Vodafone Italy used machine learning algorithms to interrogate the vast volumes of data generated by its 20 million customers in order to offer personalised propositions to them.
Article •
Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.
Article •
Outback Steakhouse, the US casual dining chain, drove an extra 250,000 visitors to its branches in three months with a geo-tracking campaign.
Article •
Pizza Hut changed aspects of its digital strategy in India in recognition of the way consumers are looking for information when they want to eat.
Article •
In an e-commerce market dominated by Tencent and Alibaba, Nike China drove traffic to its website and increased conversions by rethinking how it rewarded online publishers.
News •
BIRMINGHAM: Every business makes mistakes occasionally but for an e-commerce company these can provide a unique opportunity to build customer relationships, the chairman of Brand Alley believes.
Article •
Addressable TV currently (2018) reaches around 40% of UK homes, a figure predicted to rise to 60% within a couple of years.
Article •
IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.
News •
CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...
News •
GLOBAL: Effective campaigns increasingly have PR baked into their channel strategies, according to a new WARC report which analyses the most effective campaigns from around the world.
Article •
Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.
Article •
HIV is no longer regarded as the risk it once was but awareness was low in Argentina, where increasing numbers are affected.
Article •
McDonald’s, the global quick service restaurant chain, maximised media cost efficiency and managed consumer expectations of delivery time through tailored messages, mapping real-time restaurant data against paid search spends, via a live API.