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News

AUSTIN, TX: Brands seeking to engage consumers with chatbots must consider factors such as their purpose, potential audiences and likely usage patterns to succeed, a leading executive from Activision, the games developer, has argued.

Article

This event report outlines how Activision, the games developer, has used chatbots to connect with consumers.

Article

This article examines what marketers need to understand in order to capitalise on the growing trend for consumers to complete sales on their smartphones, and gain a better sales conversion rate.

Article

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.

Article

This Company Profile from Euromonitor provides key details and analysis of Air France. Included is a strategic evaluation with key facts about the Paris-based company, competitive positioning against comparative brands, and assessment of its position in the travel and tourism market.

Article

This Company Profile from Euromonitor provides key details and analysis of Qantas Airways Ltd, the owner of brands such as Qantas holidays and Jetconnect.

Research Paper

This paper explores how research can have more impact when it is made experiential, enabling insights to be made more memorable and consumer empathy to be increased.

Research Paper

This paper reports on a multi-method UK study into chatbots and digital assistants (DAs), assessing their utility for brands (are they really a 'brand's best friend'?), consumers' propensity to use them and their potential applications for market research.

Research Paper

This paper studies research methods that combine behavioural data and survey data collection, in order to provide a better understanding of product markets.

Research Paper

This article discusses the findings from a 2015 large-scale global empirical study conducted by Kantar Vermeer in order to provide readers with a practical roadmap to customer-centric revenue growth.

Article

This event report argues that online marketers need to shift their focus to measurements linked to business outcomes, and gives three examples of brands making the move: fashion brands Mr Porter and Tommy Hilfiger, and the airline KLM.

Article

This article argues that the era of personalisation has moved on from direct marketing tactics and is rapidly heading towards creating business value through personalised communications and customised seamless experience systems.

News

NEW YORK: Chatbots are set to hit the mainstream as a rash of announcements from Kik, Microsoft and Facebook pushes the services into the limelight – and signals new opportunities for brands.

Opinion

Rob Blackie is Director of Social at OgilvyOne and is on the judging panel for the Warc Social Prize 2016 The range, depth and ambition of social is expanding rapidly, so this is an exciting time to be in the industry, even if we all constantly have to race to keep up with the speed of change.

News

HANGZHOU: The Netherlands has become the latest nation to attract the attention of Alibaba as the Chinese ecommerce giant ramps up its global ambitions with a series of deals with Dutch companies.

Case Study

This case study explains how British Airways, the airline, grew sales in North America by connecting with expat Indians.

Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

Research Paper

This paper examines customer centricity – providing positive customer experiences in order to maximise the firm's long-term financial value – and explains how companies can become customer-centric.

Article

This Company Profile from Euromonitor provides key details and analysis of Deutsche Lufthansa, owner of airline brands including Lufthansa, Swiss and JetBlue.

Article

This Company Profile from Euromonitor provides key details and analysis of LATAM Airlines Group SA, the owner of brands such as LAN Argentina, Air Class, and MasAir.

Article

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

Case Study

This case study describes how Transavia, a low cost airline, teamed up with eBay to promote the availability of holiday travel in a time of austerity.

Case Study

This case study describes how Netherlands based funeral insurance cooperative DELA set out to change the way people viewed its service.

Case Study

This case study describes how British Airways grew its market share from a low of 7% by identifying a demographic of Indian ex-pats in North America who flew home at least once a year.

Case Study

This case study explains how British Airways became a real contender for US-based Indian expats planning a trip home – a niche category worth almost $2bn a year.