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Tony Regan, WARC Best Practice, July 2018
Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.
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WARC Best Practice, June 2018
Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.
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WARC Best Practice, June 2018
Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.
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Joeri Van den Bergh, WARC Best Practice, June 2018
Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.
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Alex Zhu, WARC Best Practice, June 2018
Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
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Emily Goldhill, WARC Best Practice, June 2018
Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
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Rebecca Waring, WARC Best Practice, June 2018
Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.
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WARC Best Practice, June 2018
Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.
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WARC Best Practice, June 2018
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'.
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WARC Best Practice, June 2018
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.
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WARC Best Practice, June 2018
Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.
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Fiona Blades, Admap, June 2018, pp. 22-24
Most of the recent emphasis on context has related to brand content not being placed in unsavoury juxtapositions, programmatic advertising ending up on fringe sites, or decisions about whether to advertise in a medium such as Facebook, following negative publicity relating to its use of data.
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Lynn Hunsaker, Admap, June 2018, pp. 14-16
Customer value growth is the top expectation of most CMOs’ bosses and there remains an elusive strategic balance between customer acquisition and retention.
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WARC Best Practice, May 2018
Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
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WARC Best Practice, May 2018
Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.
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WARC Best Practice, May 2018
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.
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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
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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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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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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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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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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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.
