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News

LONDON: Email remains the trusted workhorse of digital marketing, but new research shows a majority of consumers don’t think such communications are done well and many have a separate address just for marketing messages.

News

SYDNEY: In focusing on the television versus online debate, marketers are in danger of neglecting less glamorous media choices that consumers find genuinely useful in making purchase decisions, new research suggests.

Case Study

Tata Motors successfully launched its new Hexa car model in India with digital content, influencers and events.

Case Study

Mead Johnson communicated the benefits of its Enfa A+ Gentlease baby formula directly to doctors, to work around advertising regulations in the Philippines.

Case Study

The Society for Community Organisation (SoCO), a non-profit dedicated to improving living conditions, increased awareness of poor living conditions and persuaded the Hong Kong government to build more public housing with a stunt.

Case Study

Girl-focused educational NGO Project Nanhi Kali used a wedding invitation to raise awareness and spur donor action in India.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Case Study

This case study explains how the Colombian Ministry of Education created a symbol for Colombia's move to peace, and the future possibilities it offered, following the end of the conflict with the country's FARC rebels.

Opinion

"I wish I could be with you today, in the flesh as they say, but I'm in India. Ever been in India? Very hot.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Article

This article uses an old video of David Ogilvy giving a talk about direct marketing to create a not-quite-Socratic dialogue about the way forward for brand advertising, and what it can learn from its direct-marketing cousins.

Case Study

This case study describes how HomeServe, a home assistance provider, increased employee engagement through the delivery of a People Charter in the UK.

Case Study

This case study describes how Tim Horton's, the Canadian QSR and coffee shop, showed that it was part of the fabric of Canadian life by moving into a regular house in the suburbs for a 6-hour experiential campaign.

Case Study

This case study details how Head & Shoulders, an anti-dandruff shampoo brand, grew its shares in Israel by associating with the religious festival of Passover.

News

LONDON: Poor-quality customer contact data could be costing UK organisations almost 6% of annual revenues, a new study has claimed.

Case Study

This case study examines how Capital One, an American bank holding company, drove awareness and generated leads in the UK for its QuickCheck, a credit eligibility checker.

Case Study

This case study details how Hiscox, an insurance provider, increased the targeting efficiency of its direct channel and reduced reliance on PPC channels in the UK.

Case Study

This case study explores how Mothercare, the specialist retailer, used email receipts to collect customer data and increase store visits and purchases in the UK.

Case Study

This case study describes how Change4Life, a public health programme in the UK, helped parents reduce the amount of sugar their children were eating.

Case Study

This case study describes how Toyota, the car maker, motivated staff in Toyota Centres across the UK in order to increase local marketing activity before the launch of a new model.

Case Study

This case study details how What3words, a geocoding system for the simple communication of location, targeted developing countries in Africa without reliable addressing systems.

Case Study

This case study details how the Department for Communities and Local Government raised awareness of the UK Government's Right to Buy scheme.

Case Study

This case study details how OVO Energy, an energy supply company, built awareness and incorporated door drops into its multichannel recruitment campaign to drive incremental PAYG (prepayment) customers in the United Kingdom.