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Case Study

This case study looks at InterContinental Hotels Group's (IHG) Channel Shift strategy, as it partnered with the intent marketing platform, iotec, to increase direct bookings.

News

LONDON: Modern marketing is all about data, but collecting that from a multiplicity of sources and then making sense of it is a major challenge for businesses which really need to consider investing in a data management platform, an industry figure ...

Article

This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

Article

This article examines the number of active ad-blocking software users, finding it went up 25% year on year to 616m worldwide in 2017, of which 62% (380m) were mobile web users.

Article

This article looks at what the modern consumer expects from brands as they interact with them over a wide variety of touchpoints, channels and devices.

News

MOUNTAIN VIEW: Google has unveiled Advr, an experimental project from its internal incubator Area 120, which allows video ads to run in 3U/VR, using a consumer-controlled cube-like format.

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 describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Article

This article explains how artificial intelligence and machine learning are currently being used in advertising, and what the possibilities as well as the limitations are for the future.

News

MUMBAI: Three-quarters (75%) of Indian consumers prefer to receive personalised ads and the majority (59%) regard online ads as more interesting and useful than those on traditional channels, such as TV and radio, a new survey has revealed.

Article

The article explains how Motorola, a telecommunications manufacturer, used programmatic to grow brand awareness when launching its new Moto Z phone product in the US.

News

LAS VEGAS: Marketers should no longer prioritise the 30-second TV ad spot and instead should concentrate on short video specifically edited for mobile, according to a senior Facebook executive.

News

LAS VEGAS: Adobe, the technology firm, has launched a new platform called Advertising Cloud that it says will allow brands and advertisers to manage their spend across multiple channels.

Article

This event report describes the methods through which brands can adjust to the digital age, namely following Adobe, the software company's advice, and becoming 'an experience business'.

Article

This article offers advice from Google on how marketers can use customer data across first, second and third party sources to create a single customer view.

News

LONDON: Around two-thirds (68%) of marketers in the UK believe that using emerging technologies, such as virtual reality and augmented reality, in their Christmas campaigns gives brands a competitive edge.

Article

This event report offers some advice concerning how brands can deepen their online relationships with consumers.

Research Paper

The paper describes how Camelot, the operator of the UK's National Lottery, has revived its online customer feedback questionnaires to measure all aspects of its web experience, which in turn became a key indicator of revenues.

News

WASHINGTON: US consumers shopping over the holiday weekend preferred online destinations to bricks-and-mortar stores, according to data from the National Retail Federation.

News

NEW YORK: Omnicom Group has officially unveiled the new agency, named We Are Unlimited, which will manage consolidated US creative duties for McDonald's, the quick-service restaurant chain.

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.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Case Study

This case study shows how The Economist, an international news publication, used a targeted campaign to increase its reader base and sales.

News

LONDON: Black Friday is a relatively new entrant to the UK shopping calendar, but new research suggests it is on course to become the biggest online shopping day of the holiday season with internet revenues expected to reach £901m this year.

Article

This event report argues that customer experience is central to marketing and business success as technology raises consumer expectations.