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News

CHICAGO: IBM, the technology company, has seen major benefits from applying artificial intelligence to its programmatic advertising efforts.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Case Study

This case study shows how Advanced, a business solutions provider, used fairy-tales to position itself as the market's saviour in the UK.

News

CHICAGO: Medidata was named as "Corporate Marketer of the Year" at the 2017 B2 Awards, an annual competition which recognises excellence and strong performance in business-to-business marketing.

Article

This article explores how brands can tap into a new 'shopkeeper/storyteller' paradigm on social media in order to facilitate authentic and honest discussion around brands.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This event report outlines how AT&T, the telecoms group, is seeking to advance gender equality in advertising.

Research Paper

This paper assesses the performance and potential of the Latin American market research industry in relation to three B2B sectors: Healthcare, Agriculture, and Construction and Mining.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

News

SYDNEY: The implementation of home-care reforms which allow elderly consumers to decide where they spend government-allocated funding, rather than the state deciding on their behalf, is forcing Australia's aged-care sector to rethink its approach ...

Article

This paper 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.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Research Paper

Based on findings from four in-depth case studies within global brand manufacturers in the fast moving consumer goods (fmcg) industry, this paper develops a framework for understanding the organisational processes that support consumer co-creation within new product development (NPD).

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 explores how TRW, a motor vehicle parts and accessories brand, launched a worldwide campaign to showcase its expertise and originality.

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.

Research Paper

This paper describes a research project for HERE, a global location data company, which wanted to understand why the majority of users of its smartphone location app were male and how it could better appeal to women.

Case Study

This case study explains how Mercabarna, a wholesale marketplace, used a short film to raise awareness of the company in Catalonia, Spain.

News

LOS ANGELES: Intel, the technology company, is expanding its iconic "Intel Inside" positioning by demonstrating how its products can deliver unique experiences.

Article

This event report outlines how Intel, the technology company, undertook a major brand repositioning campaign.

Case Study

This case study discusses a business-to-business campaign for Dell, the computer maker, in Japan that highlighted security risks via a survey and a white paper featuring advice on how IT professionals could overcome these risks.

Case Study

This case study describes how Sidiz, a dedicated chair brand for the B2B market in South Korea, turned around its failing sales by educating consumers on the importance of chairs in their lives.
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