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Key reading

L'Oreal Excellence

The future of search

This article, from search market leader Google, argues that search is becoming increasingly useful in brand-building campaigns. It uses examples from brands including cosmetics giant L'Oréal to support this argument – adding that marketers need to move away from their traditional direct response approach when buying search ads.
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How to make your brand a verb

Practical guidance on using the correct words to describe a brand – which is very important for SEO.

Search engine optimisation

Best Practice paper offering guidance for brands on choosing the best SEO project partner.

Insights from social and search

This Best Practice paper covers search and social data, which are increasingly being used to drive insights.

Three SEO issues every brand should know about

An event report looks at the evolution of Google’s search algorithms and what they mean for publishers.

Latest case studies

Royal London: Market share goes from 2% to 13% with device-specific ads

This case study describes how the Royal London Group, an insurance company, targeted over 50s in the UK with a digital search acquisition strategy.

Watchfinder: The right watch ad at the right time

This case study explains how Watchfinder, a company that buys and sells luxury watches, used programmatic channels to attract new users and increase purchases in the UK.

Inspired By Iceland: Ask Gudmundur: The World's First Human Search Engine

This case study explains how Promote Iceland, the country's tourist board, recruited ordinary Icelanders to answer prospective tourists' questions.

Straight Talk Wireless: Connecting Offline Sales to Online Media

This case study describes how US mobile provider Straight Talk Wireless raised brand awareness and drove in-store sales by using a smartphone shopping app, during Black Friday.

Latest articles

Point of view: Beware bad SEO 'services'

This article outlines some of the signs to look for when hiring a Search Engine Optimisation (SEO) agency - because poor services can do real damage.

GroupM Interaction 2017: The state of digital marketing and its implications for advertisers

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.

Tracking the footprint of the digital consumer: A global benchmark for consumers' habits across web, mobile, GPS locations and social media

This paper provides practical advice for market researchers who feel overwhelmed by the amount of  data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'.

The rise of PPC as a branding tool

This article describes how paid search is changing with the rise of mobile and tablet devices, including a movement of pay-per-click (PPC) from desktop to mobile.

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