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Article

This article outlines the key media trends set to shape Thailand's marketing landscape through to 2020, including mobile, programmatic, AI, big data, and addressability.

Article

Offers tips and case studies on effective content marketing for rural audiences in India, addressing story-telling, online video and finding success on a low budget.

Article

As online content becomes a core brand platform in India, marketers must understand local media consumption habits, be useful and think long term to build brand love.

News

MUMBAI: The TV will continue to be the focal point for family entertainment in India for some years yet, according to an industry figure, even as increased internet penetration and smartphone ownership are altering the media landscape.

Article

Looks at the current market for TV in India and discusses its future in the midst of new digital technologies and changes in viewership.
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Research Paper

Facebook, the social networking service, looked into local shopping habits across a number of markets and the need for a mobile-friendly digital presence, by integrating survey data with Facebook's internal data to maximize insights.

News

LONDON: A majority of British people believe that big brands should do more to show their commitment to local areas – which are becoming more tightly drawn – but almost half are sceptical of businesses that do so.

Article

This article assesses Myanmar as an emerging market and promotes the opportunities the country can offer.

News

MUMBAI: As millions of rural Indians connect for the first time with feature phones, marketers in the country remain wary of what the actual opportunities for brands will be.

News

MUMBAI: Rural India is a huge market that is changing fast, and marketers need to understand how they can best reach consumers outside the urban areas that have largely fuelled brand growth.

Article

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Article

This article outlines how some of India’s biggest brands - including Colgate, PepsiCo and Emami - are using mobile marketing to access rural India.

Article

This article outlines some of the changes brought in India’s rural areas by the increasing proliferation of mobile phones, and what the future looks like for marketers targeting these populations.

Article

This article covers how marketers can target India's poorest mobile phone users - the low average revenue per user (ARPU) demographic, multi-language programming and the impact of India's demonetization initiative on mobile marketing strategies.

News

WILLIAMSBURG, VA: Over the past five years, social media has overtaken newspapers ads, events and direct mail as a source of new customers for local businesses, research has shown, with Facebook the main beneficiary.

Research Paper

This paper discusses why enjoyment is key to engagement and asks how research can be made more enjoyable for participants without compromising on quality of output.

Article

This article explores how Nike rode on a wave of enthusiasm for running in China, leveraging the brand's running heritage to cut through the competition - local and international - to lead the trend.

Article

This event report shows how Nike, the sportswear brand, connected with Filipinos during the 2014 FIBA Basketball World Cup, by demonstrating its understanding of local culture.

Article

This article looks at the growing importance of 'rurban' India as small town and rural consumers fuel growth in many categories.

Article

This article looks at the factors driving growth in India's rural markets and the challenges that marketers face.

Article

This report studies how companies wishing to predict the future of the ASEAN region must understand the fundamental changes currently taking place in the populations and urban areas of these countries.

Research Paper

This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims.

Article

This event report relates how a "complete reset" of its business model turned around a failing newspaper brand.

Article

This presentation for an American audience demonstrates the importance of understanding other cultures outside the US and offers a way to understand how and why they think differently.

Research Paper

This paper examines the purchasing habits and priorities of low-income consumers in Latin America. This group represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500.