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WARC Best Practice, May 2018
Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.
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WARC Best Practice, May 2018
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.
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WARC Best Practice, May 2018
Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
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WARC Best Practice, May 2018
Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.
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David L. Smith, WARC Best Practice, May 2018
ETL (Extract, Transform, Load) allows marketers to combine multiple data sources and contributes to increased data hygiene, which is essential for effective marketing.
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Jenni Romaniuk, Admap, May 2018, pp. 10-12
Branding comprises not only a brand’s name, but also distinctive assets, or triggers, that evoke the brand name in category buyer memory.
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Dan Brown, Admap, May 2018, pp. 14-15
While the opportunities offered by digital media platforms and programmatic trading are significant, they have also created greater complexity for brand marketers, which, in turn, present additional challenges.
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Oliver Feldwick, WARC Best Practice, April 2018
Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
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John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
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WARC Best Practice, April 2018
With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.
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Doreen Wang, WARC Best Practice, April 2018
Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.
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Neil Hopkins, WARC Best Practice, March 2018
Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.
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Fran Cassidy and Janet Hull, Market Leader, Quarter 2, 2018, pp. 51-53
Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.
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Belia E. Jimenez, WARC Best Practice, March 2018
To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.
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WARC Best Practice, March 2018
Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.
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WARC Best Practice, March 2018
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.
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WARC Best Practice, March 2018
Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
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Adrian Newby, WARC Best Practice, March 2018
Provides publishers with essential information on how to prepare for the General Data Protection Regulation, which increases compliance obligations around the collection and processing of personal data.
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Fiona Blades, Admap, March 2018, pp. 27-29
Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.
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Laura Patterson, Admap, March 2018, pp. 20-23
Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.
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Tom Denford, WARC Best Practice, March 2018
Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.
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Charlie Clinton, Admap, March 2018, pp. 24-26
A guide to the process of benchmarking website performance, beginning with a seven-point checklist to follow to ensure that your analytics data is complete and accurate.
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Jerry W. Thomas, Admap, March 2018, pp. 14-16
Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.
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WARC Best Practice, March 2018
This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.
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WARC Best Practice, March 2018
This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
