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Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

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.

News

SAN FRANCISCO: Volkswagen and Hyundai are separately teaming up with an autonomous vehicle tech start-up based in Silicon Valley with the aim of launching self-driving cars by 2021.

Article

RTL AdConnect's annual research, Total Video Key Facts, is a reference for all global TV trends and this article discusses its main findings, which show TV to be more resilient in the face of digital content than was previously thought.

Article

Gen Z is the last generation of the twenty-first century and is set to enter the workforce by 2020.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

News

LONDON: Cisco, the networking hardware supplier, has abandoned a product-led marketing approach in favour of a customer-centric strategy that has devolved authority to a more local level and embraced customer advocacy.

Case Study

Creative direct mail helped Alef, the technology company, distribute its new Cisco Meraki product in the Czech Republic.

Article

The tech sector changes so fast that it is understandable why companies operating in it get sucked into product-led marketing, but Cisco has abandoned a top-down approach that had produced a deluge of material that was mostly ignored.

Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

Case Study

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.

Case Study

Technology giant Cisco used a long-term PR strategy to maximise the coverage of its work with the Indian government and build its reputation.

Opinion

Anvar Alikhan tells the story of how HDFC Bank grew from being launched just twenty years ago with the liberalisation of India’s banking, to being more valuable than JPMorgan Chase - with the help of its tech evangelist CEO.

News

LONDON: Leading tech companies, including Facebook, are rushing to hire extra staff and spending millions of dollars as they seek to ensure their products comply with tough data protection laws that the European Union will enforce next year.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Research Paper

This paper reveals the findings of a Facebook study in Spain which measured emotional engagement with advertising and brand recall.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Article

This article looks at the changes currently occurring in the retail industry and at how the future of retailing will look.

Case Study

This case study details how Intel, a technology company, delivered a unique exhibition experience at the Mobile World Congress in Barcelona, Spain.

News

SAN JOSE, CA: Mobile data traffic is forecast to grow seven-fold by 2021 because of strong growth in mobile users, smartphones and Internet of Things (IoT) connections as well as network speed improvements and mobile video consumption.

Article

This article looks at making automation in mobile marketing work even better by using predictive targeting to find the speed and agility need to hit the right customers at the right time.

Article

This report discusses how the practice of marketing analytics has evolved in recent years, moving quickly from web analytics and decision support to an age of complete automation.

Article

This article explores the consumer trends set to shape marketing in China for 2017, including the sharing economy, chat bots, data-driven personalization and live video streaming.