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Data

An overview of B2B marketing ROI and challenges in Asia Pacific.

Data

An overview of the linear TV and BVOD advertising revenue of 13 of Europe's largest broadcasters.

Data

An overview of the receiving methods used by online grocery shoppers in the United States.

Opinion

This article is part of a series of articles from the WARC Guide to customer retention.

Article

Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

Article

Explores the impact that a brand crisis can have on the brand in the long term and how communication can help the brand recover.

Article

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

Article

This paper explains the concept of New Product Development (NPD) – the process of bringing a new product to market – and how to ensure its success.

Article

With e-commerce penetration booming in the COVID-19 era, how can brands boost customer retention on online platforms such as Amazon?

Article

After an extraordinary period of enforced distancing between brands and their customers, the next year marks a challenging period for brand owners to re-establish relationships and relevance.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Opinion

Three healthcare brands – Voltaren, Fenistil and P/S toothpaste – used technology to address consumer pain points and add value to their lives.

Article

Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.

Article

Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

The experience of brands in China offers important lessons on customer retention in a cookie-free landscape, where social media and full-funnel online experiences rule.

Article

Explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Opinion

Speak Media’s Laura Smith calls on brands to take a stand on issues that matter and be the change they want to see.

Article

Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

Opinion

Customer retention is top of mind for many brands after a year in which shopper behaviours and category norms have been turned upside down. The new WARC Guide to Customer Retention examines the nuances of retention marketing in 2021.

Article

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

Article

With around half of product searches starting on Amazon, brands need savvy paid search strategies to capture potential customers and keep them coming back.

Article

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures and at a time of social change.

Article

Across Asia, fast changing consumer behaviours – such as e-wallets and a focus on convenience – are forcing brands to rethink customer retention strategies.