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.
Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.
Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.
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.
The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
The latest research on advertising in cinemas shows that movies are seeing a resurgence in popularity among young and senior audiences alike – and that cinemas are a positive environment in which people are more emotionally engaged, and receptive to advertising.
Christine Downton and Ameet Chandarana, WARC Best Practice, March 2019
All around the world, companies small and large are attempting transformation projects as consumer behaviour changes and the media landscape is reinvented so the old ways of working are no longer fit for purpose.
This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.