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Article

The traditional approach to B2B communications needs to change as a younger demographic brings different attitudes to the workplace, as more people set up their own businesses and as digital technology alters how people interact.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Article

Using data effectively is crucial to effective B2B marketing, offering precision targeting, better customer experience and personalisation at scale.

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

Article

Conduent, the business-services firm, faced the challenge of building a major new brand in a compressed timeframe as it span off from Xerox, the document and printing company.

Article

Cisco, the technology company, is transforming its approach to marketing in reflection of rapidly changing marketplace realities.

Article

Brands using chatbots should focus on utility: qualifying leads, always-on customer service, personalized offerings based on customer data and sales conversions.

Article

Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.

Article

NBCUniversal, the media company owned by Comcast, has built out a wide range of capabilities to help it compete with newer entrants into the advertising space.

Case Study

Instappy, an app builder, promoted its software to Indian consumers by creating a campaign that familiarised them with its features.

Case Study

Aye Finance, a financial service provider, empowered the MSME (Ministry of Micro, Small and Medium Enterprises) in India by specially training its teams to help give advice and lessons to MSME members.

Article

Story-driven marketing content is being used to drive sales and to help businesses stand out in a crowded marketplace.

News

LONDON: As companies operating in the B2B sector get bigger there is a tendency to downgrade the role of marketing, new research suggests.

Case Study

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Article

As platforms evolve and budgets are strained, marketers work to find the ROI in social media marketing.

News

LONDON: Facebook has always maintained that it is not a publisher, yet that has not stopped the social media giant from quietly launching its own print magazine.

Case Study

State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Case Study

University of Melbourne, a public research university, increased awareness of its research contribution by turning Melbourne's Central Business District into an open exhibition.

Case Study

Cigna, a health insurance brand, used famous TV series doctors to encourage US consumers to sign up for preventative care consultations.

Case Study

NETSCOUT, an application and network performance management products provider, increased sales by creating a campaign that quickly developed into a full-length documentary, screened across important US film festivals.

Case Study

HP Inc, an American technology company, created awareness of the dangers of a hacked printer by launching a global episodic film series, entitled The Wolf.

News

TOKYO: Emotions are important in B2B purchasing decisions just as in B2C and new research reveals the role different emotions play along the B2B path to purchase.

Case Study

IAG Cargo, the cargo handling division of International Airlines Group, increased its base among small/medium enterprises in the UK by creating an automated and personalised rewards system.