Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.
Artificial intelligence is growing in usage and capability, but it is still mostly a black box without guiding principles; Kinetic's Benjamin Lord argues that AI needs to develop ethical standards as it progresses.
LONDON: UK regulators introduced tough new rules at the weekend that ban ads for products high in fat, salt or sugar (HFSS) in all children's media, including Facebook and other social media platforms.
Marie Stafford, WARC Best Practice, April 2017
This article explores the ever more important topic of data governance; a simple reading of the demands on data managers would reveal many pitfalls, but the author disagrees: a responsible approach to data can be a source of much-needed consumer trust.
Mark Inskip, WARC Best Practice, July 2016
This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.
Sam Clough, WARC Best Practice, July 2016
This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.
Jony Oktavian Haryanto and Luiz Moutinho, International Journal of Market Research, Vol. 56, No. 6, 2014, pp. 757-782
The potential of the child segment offers an immense opportunity for marketers to explore. In the ever more dynamic and ever changing children’s market, the identification and ability to optimise the factors that can preserve product dominance are key to product longevity.
Lara Spiteri Cornish, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 437-473
Research about the role of parents in children’s consumption of online advertisements is scarce. Parents are viewed as having a responsibility to deter children from invasive marketing, yet with the rise of non-traditional marketing it is unclear whether they have the knowledge and skills necessary to undertake this role.