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News

GLOBAL: Delivering a good customer experience (CX) – the tangible reality of the brand and proposition made to the customer – is essential in the modern digital economy and requires an ongoing commitment from businesses if they are to ...

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

News

BRUSSELS: Around the world, reported average ad viewability from MRC-accredited companies for video stands at 60% while display is just under 50%, new research reveals.

Research Paper

A non-traditional methodology of polling in small areas, called bellwethers, improves the accuracy of forecasts drawn from a large area.

News

GLOBAL: Nike, the sportswear brand, is the top brand in the 2018 Gunn Media 100 rankings, while FMCG business Unilever is the top advertiser and the top campaign is for McDonald’s fast-food chain in Singapore.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

News

LONDON/AUSTIN, TX: Benchmarking – the use of an external best practice reference point – is essential to a culture of continuous improvement and can be applied to seven marketing capabilities, according to an industry figure.

Article

Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.

Article

Introduces a series of papers on how benchmarking can improve marketing performance.

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 how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

Article

Radiocentre, the industry body to promote greater use of radio advertising on UK commercial radio, launched a new campaign measurement and benchmarking initiative, Radiogauge, ten years ago.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

A guide to the process of benchmarking website performance, beginning with a seven-point checklist to follow to ensure that your analytics data is complete and accurate.

Article

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.

Case Study

Bulwark Cider, the Canadian cider brand, expanded globally and increased sales penetration by showcasing its craft and artisan credentials in its design.

Case Study

Koodo, the Canadian telecommunications company, increased its number of customers by showing sympathy with millennials’ fears of high bills.

Article

When it comes to digital campaigns, brands can do their best to create engaging content, but they don’t know if it reaches the right audience.

Research Paper

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

News

LONDON: As the IPA’s annual Diversity Survey shows only minor year-on-year improvements on diversity levels within agencies, the body's president has said it’s time to “step on the accelerator” with regards to ...

Article

Marriott, the world’s largest hospitality chain, is using social analytics to gain a granular perspective on the impact of its messaging through this vital channel.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

News

WASHINGTON, DC: Digital ads run in accordance with standards set by the Trustworthy Accountability Group (TAG) witness significantly lower levels of invalid traffic, a new study from the organisation has shown.