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Article

Circles.Life, a telco challenger brand in Singapore, has put PR, out-of-home and viral stunts at the heart of its brand marketing.

Article

Social media is no longer just a marketer’s job, with the channel making a demonstrative business impact across any brand from sales to path-to-purchase.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Case Study

Adidas Originals, an adidas sub-brand devoted to streetwear, remade Frank Sinatra's My Way and made it the soundtrack to its online video to spread the message globally that original is never finished.

Case Study

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

Case Study

Spotify, a music streaming service, increased its reach in Canada by creating personalised playlists for Canada's highest streaming neighbourhoods.

Research Paper

Explains how LATAM Airlines Brazil, a leading airline in Latin America, took a fresh approach to the way that market research is conducted in the airline industry by redesigning a brand tracker and translating insights into actions.

News

LONDON: NPS and CSAT metrics are “blunt instruments” when to comes to measuring customer experience, according to an industry figure, who maintains that Experience Quality Measurement (EXQ) is a far more reliable indicator.

Article

Global strategies, campaign updates and trends in the supermarkets and grocery category.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

Article

Digital marketers need to start asking more whys if they want to improve their business in the long run.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

Article

Explains the emotions that drive and destroy values, how to evoke deliberate emotions in consumers and what this kind of approach means in the omnichannel experience.

Article

Looks in depth at EXQ, how it rates brand drivers in order of importance and explains its measures of success in terms of ROI.

Article

Outlines a five-step process for customer experience management and illustrates the steps with case studies for two business-to-business enterprises.

News

BERLIN: Marketers are increasingly consumer-centric and focused on the customer journey, but Delivery Hero, the online food delivery business, has expanded that to create a multi-layered programme that covers all aspects of its business.

Case Study

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

Article

Delivery Hero, the company behind restaurant delivery brands such as Hungry House, drilled down into not only the consumer’s experience, but the drivers’ and restaurants’ in order to smooth the journey and ensure loyalty.

News

ORLANDO, FL: UnitedHealth Group, the healthcare firm, has enjoyed significant benefits by extending the Net Promoter Score (NPS) beyond its traditional role as a marketing metric and using it to inform broader aspects of its business strategy.

Article

UnitedHealth, the healthcare organization, has made the Net Promoter Score (NPS) a key metric not just for marketing, but for its entire business.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

Research Paper

Royal London, the UK's largest mutual life insurance and pensions company, developed the Customer Voice program to shape the evolution of its customer strategy.

Case Study

Advanced Business Solutions, a software company, incorporated sector issues into common tales with its ‘FairITales’ campaign in the UK, to encourage consumers to look to its brand for a ‘happily ever after’.

Article

Lying at the intersection of conventional marketing and tech, customer experience will be a priority for many brands in 2018.

Case Study

Du, a local telecommunications provider operating in the UAE only, increased its market share by targeting the expat Filipino community with an exclusive bundle.