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Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

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 paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

This short article lists the books that influenced Antony Mayfield, partner and CEO at Brilliant Noise.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.

Article

This article provides various tips for tackling bot fraud, based on a study from the Association of National Advertisers (ANA) and White Ops.

Article

This article details the current bot fraud landscape, based on insights from a study produced by the Association of National Advertisers (ANA) and White Ops.

News

NEW YORK: Digital experiences are important for both Gen Z and Gen Y, but the younger generation has particular expectations of brands with regard to customer service and how they like to interact with new technology, a new survey has found.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Opinion

Elasticity is the yin and yang that can unlock the potential of a brand. On the one hand, the more price inelastic your brand is, the greater the price premium you can charge.

Article

This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.

Case Study

This case study describes how HomeServe, a home assistance provider, increased employee engagement through the delivery of a People Charter in the UK.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Article

This event report outlines how Twitter, the digital media platform, has aimed to bring greater clarity to its brand.

Article

This article examines the future of the web and the way in which it is being pulled in two very different directions, and how marketers should respond to this.

Article

This event report outlines how Citi, the financial services group, has tapped into music partnerships to boost a range of brand metrics.

Article

This event report outlines how brands can start exploring the opportunities for engagement provided by chatbots, based on insights from Kik, the messaging app.

Case Study

This case study shows how Visa, a credit card company, used social media to confront negative stereotypes of Chinese travellers and stole market share from its local competitor in China.

Case Study

This case study shows how Singtel, a telecom brand, created a week-long event campaign in Singapore to grow its customer base and brand loyalty.

Article

This article explores how brands are returning to TV once more, which remains a prime way to acquire customers, but the strategies that allow marketers to maximise reach are changing.

Article

This article argues that the promise of Big Data is compromised and hindered by structural requirements built for yesterday, when Big Data is an analytics technique of the future.

News

LONDON: Marketers are often advised that they should make an emotional appeal to consumers, but new research suggests they need to try harder as 'indifference' is the top reaction of UK consumers to all but three of the world's top brands.

News

NEW YORK: US parents are expected to increase their back-to-school spending by a third compared to 2015, often cutting back their own personal spending to manage, according to a new report.

Article

This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.