Best Practice

Article • WARC Best Practice, May 2021

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

A look at H-E-B, the people business that happens to sell groceries

Article • Christina Stahlkopf, WARC Best Practice, May 2021

Examines why H-E-B, a regional grocer with little to no brand recognition outside its footprint, consistently rates as a top US company in C Space’s benchmark survey.

What we know about US millennials

Article • WARC Best Practice, May 2021

Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.

What we know about marketing on Facebook

Article • WARC Best Practice, May 2021

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

What we know about short-form video

Article • WARC Best Practice, May 2021

Provides marketers with information and guidance about short-form video.

What we know about chatbots

Article • WARC Best Practice, May 2021

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

What we know about marketing on Instagram

Article • WARC Best Practice, May 2021

Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

What we know about marketing on WeChat

Article • WARC Best Practice, April 2021

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

Overcoming the B2B sales/marketing chasm with Influencer Mapping

Article • Gilmar Wendt, WARC Best Practice, April 2021

Gilmar Wendt, principal, GW+Co, introduces Influencer Mapping, a framework that helps align the sales and marketing functions, giving each more visibility on each other’s strategic goals and decisions, so that more of them may be shared.

What we know about marketing on TikTok

Article • WARC Best Practice, April 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.

What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.

Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:

What we know about marketing on Twitter

Article • WARC Best Practice, April 2021

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

What we know about marketing on Snapchat

Article • WARC Best Practice, April 2021

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

What we know about business-to-business marketing

Article • WARC Best Practice, April 2021

Provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

What we know about low-budget marketing

Article • WARC Best Practice, April 2021

Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.

What we know about marketing on LinkedIn

Article • WARC Best Practice, April 2021

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

What we know about marketing on Pinterest

Article • WARC Best Practice, April 2021

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

What we know about mobile marketing

Article • WARC Best Practice, April 2021

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

Value propositions: USPs, CVPs and EVPs

Article • Nick Liddell, WARC Best Practice, April 2021

Value propositions are statements that capture what makes a product, service, brand, or experience different and desirable in the minds of its intended audience.

What we know about radio and audio audiences

Article • WARC Best Practice, April 2021

Explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.

The brand strategists’ toolkit #18: The Brand Funnel

Article • Nick Liddell , WARC Best Practice, April, 2021

Looks at the Brand Funnel marketing framework.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

What's working in channel integration

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in channel integration.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.