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Topic Key reading on segmentation techniques including demographics, lifestage and psychographics

News

CANNES: With the rise of programmatic ad buying, the capabilities of marketers targeting an audience of likely buyers have never been greater, but the Ehrenberg-Bass Institute maintains that segmentation, whether for creative or media planning, can ...

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

News

LONDON: Brand segmentation efforts should never be compromised by whether the resulting consumer target audience can be easily found in media or media surveys, an industry figure advises.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Opinion

Brands have a wealth of data at their fingertips, from ad-server to website to CRM, consumer engagement with various touch points leaves a trail of insight not to be wasted.

Opinion

The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.

Article

This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Article

This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Research Paper

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

Article

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study explains how medical devices company Omron increased sales of a digital scale in Brazil with a striking print ad.
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