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News

LONDON: Brand segmentation efforts should never be compromised by whether the resulting consumer target audience can be easily found in media or media surveys, an industry figure advises.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Case Study

This case study describes how safefood, a public food safety and healthy eating body in Ireland, changed the conversation around the use of folic acid with a digital, educational campaign.

Article

This essay argues that marketing should not lose sight of the human aspect of the consumer, that hyper-personalised marketing engages the uncanny valley, frightening people and making communications even more impersonal.

News

NEW DELHI: Brand marketers in India should focus on penetration rather than building loyalty according to a study which found that 80% of the country's top CPG brands have lost share over the past three years.

Article

This article explores the 'big bang' of new data sources, but to fill the gaps requires a fundamentally re-thought approach to research, as the brands with the clearest picture of their customers will develop the clearest market advantage.

Article

This short article highlights what brands should and shouldn't be doing to take advantage of programmatic.

Article

In this article, media owners, media planners and marketers talk about the top challenges that market research must help them to address in 2016.

Article

This article discusses the different ways in which programmatic allows planners to connect people's data on multiple devices to generate insight and, ultimately, more sophisticated brand narratives.

Case Study

This case study describes how Mobil Delvac, a motor oil brand in the US, increased its brand loyalty by focussing on customers rather than the product in its media campaign.

Article

This webinar focuses on how the science of behaviour change, in particular behavioural economics, can provide a common language for multi-disciplinary teams.

Case Study

This case study shows how O2, a mobile phone provider in the UK, used rich media content and device-specific adverts to raise awareness of O2 Gurus tech advice and increase online sales.

Article

In this event report, Australian academic Professor Byron Sharp considers the response to his influential book How Brands Grow, published in 2010, which aimed to bring scientific rigour and new evidential standards to understanding marketing effectiveness.

Article

This article discusses the combination of data to improve targeting, and gives examples of location-based ad targeting on mobile.

Article

This White Paper provides an analysis of the decisions facing advertisers, agencies and publishers in considering how to capitalise on the programmatic opportunity and address the accompanying challenges.

Article

This article argues that the use of big data in marketing resembles the transactions data financial services have collected for a longer period of time, and that marketers should put more energy into understanding 'why', and looking tot he future, and less on monitoring what has passed.

Article

This article outlines five lessons from the anthropology of human behaviour that could help media planners find the most effective context for their advertising solutions.

Article

This article sets out some of the key challenges 'dark social' - social sharing that is difficult to track - presents to marketers, and offers some ideas for actions that can be taken now to better understand it.

Article

This article shows how airlines can partner with digital advertising networks and use their combined datasets to address prospective customers with highly-targeted online campaigns.

Case Study

This article explains how 4oD, the video-on-demand service of the UK TV broadcaster Channel 4, proved the value of demographically-targeted video ads.

Article

This article identifies four types of digital media consumer and provides recommendations for strategies that will work best with each group.

Case Study

This case study explains how Petplan, the pet insurance company, relaunched its brand and moved the focus to online in order to increase its share of a difficult UK market.

Article

This article provides ways to make better use of real-time marketing away from a few big occasions in the calendar.

Article

This article heralds the arrival of digital wallets, explaining the importance of this to brands and how they can make the most of them.