Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
Stuart Crawford-Browne, WARC Best Practice, July 2016
This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.
Sam Peña-Taylor, Event Reports, MMA Impact Forum, May 2018
ING, the dutch bank, used the trusted and empowering relationship it had built with its consumers to break into entertainment marketing in Belgium, using an innovative channel to drive a musical experience.
MUNICH/PARIS: Faced with growing competition from the likes of Amazon and other online retailers, two leading European electronics retailers are fighting back with plans to launch a “European Retail Alliance”.
Arpapat Boonrod and Prachawan Ketavan, ESOMAR, APAC, 2018
Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.
Farid Jeeawody, Admap, May 2018, pp. 25-27
During the 40 years Bernie Ecclestone ran the sport, Formula 1 was defined by money, with fans treated as a side issue, resulting in falling global TV audiences and an especially lacklustre performance in the US market.
Vanessa Tadier, Admap, May 2018, pp. 42-43
While some believe the term ‘experiential marketing’ should only apply to real-world interactions or events, the wider industry is starting to recognise its benefits in engaging individuals in immersive activities, both online and offline.
ORLANDO, FL: Ford, the automaker, is taking a “network approach” to virtual reality (VR) that provides this content with enduring strategic value, rather than adopting a campaign-led mindset about this innovative channel.
GLOBAL: In a marketing environment where greater emphasis is being placed on customer experience, marketers need to consider adopting a measure for share of brand experience rather than continuing to rely on share of voice.
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.
SINGAPORE: Nine in ten potential bookings in the Asia-Pacific travel sector are abandoned before purchase, according to research which also demonstrates that retargeting with a degree of personalisation can successfully recover at least some of ...
LONDON: The airline industry competes fiercely on price, but as air travel has become a commodity even budget airlines are having to rethink their customer experience as a way of differentiating the brand.
Marcello Garritano and Priscila Tavares, ESOMAR, Latin America, 2018
Explains how LATAM Airlines Brazil, a leading airline in Latin America, took a fresh approach to the way that market research is conducted in the airline industry by redesigning a brand tracker and translating insights into actions.
LONDON: NPS and CSAT metrics are “blunt instruments” when to comes to measuring customer experience, according to an industry figure, who maintains that Experience Quality Measurement (EXQ) is a far more reliable indicator.
GLOBAL: Delivering a good customer experience (CX) – the tangible reality of the brand and proposition made to the customer – is essential in the modern digital economy and requires an ongoing commitment from businesses if they are to ...
Anna Hamill, Event Reports, Mumbrella360, June 2017
This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.
Lyle Maltz, WARC Best Practice, March 2017
This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.