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Article

Digital transformation is a journey undertaken to future proof businesses.

Opinion

Guy Hanson of Validity Inc. discusses how award-winning marketing campaigns have evolved during the pandemic to effectively engage with consumers.

News

Mobile location marketing offers significant potential to augment consumer understanding and deliver more relevant advertising but brands need to be careful to be on the right side of the line between convenient and creepy.

Research Paper

Mediation and conditional process analyses have become popular approaches for examining the mechanisms by which effects operate and the factors that influence them.

Article

The largely manual creative asset workflow that characterizes non-linear ad delivery processes is ill equipped to address the growing complexity of today's tech-driven video campaigns.

Research Paper

Using the Monte Carlo simulation method, this study analyzes the impacts on fit indices by the degree of nonnormality of variables, the sample size, and the choice of estimation method.

Article

Outlining the benefits of mobile location marketing and showing how organisations can deliver the mobile moments needed to win, serve, and retain digitally empowered customers that choose to opt-in to location marketing.

Article

360i, the agency, is seeking to adapt to the changing demands of the advertising world while also encouraging clients to take a longer-term perspective.

Article

Creative agencies in Latin America continue to work like they did fifty years ago but baby-boomer organizations that remain untouched in their basics will have to evolve.

Article

This article explains how behavioural science can help us become more responsible citizens and reduce non-compliant behaviours such as not paying bills on time or jumping red lights.

Article

This essay argues that marketing has always been in an era of personalisation, that has adapted and manifested in many different ways: brands, now as ever, belong to the public.

Article

This article demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health.

Article

This article considers the need to develop a patient-centric added-value marketing approach in healthcare, taking in therefore the patient's wider needs to retain meaningful relationships.

Article

This trend report describes the 'circular economy', a new model which reduces waste, and sets out some of the opportunities for brands.

Research Paper

This paper examines how surveys can be used responsibly by companies in order to find a balance between reasonable use of data and the protection of individual privacy.

Opinion

2018 was an incredible year for the industry, and was rife with change. From Google's latest updates, the ongoing GDPR compliance rush and associated privacy scandals, to the rise of Amazon as a critical platform for retail, and the link between e-commerce and the fall of brick-and-mortar stores, 2018 had it all.

Article

It is becoming increasingly difficult to compartmentalise the internet by national or regional boundaries.

Article

The author responds to Hugh Davidson's June 2012 article, 'Only consumers can make capitalism work', which identified the distinction between value adding and value extracting as fundamental to marketing.

Article

The biopharmaceutical industry is pretty poor at evaluating promotional effectiveness despite spending almost twice as much on promotion as it does on research and development - more than $12 billion a year in the US alone.

Research Paper

Project Apollo's results are relevant to all the critical stages of marketers’ brand evaluations – from initial planning to bottom-line payoff.

Article

This brief study challenges the view that consumers are completely in control, and marketers should relinquish hopes of directing them.

Research Paper

The early research industry was experimental, experiential and built around key individuals' skills. It is now far too often a 'process' with rules and procedures, resulting in a commoditised context for purchase, use and evaluation.

Article

Traditionally, marketing focuses on individual needs and motivations. This article, however argues that humans are social animals, and learn and adapt by copying others.

Research Paper

This paper describes the process of developing www.heightmatters.com, a patient community for parents of children suffering from growth hormone deficiency.