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Opinion

Each year the landscape that marketers face becomes more complex. Mobbie Nazir, We Are Social’s CSO, explores the themes the agency believes will affect the industry in the coming year.

News

LONDON: Email remains the trusted workhorse of digital marketing, but new research shows a majority of consumers don’t think such communications are done well and many have a separate address just for marketing messages.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

News

BEIJING/SINGAPORE: Brand trust is “currency” in China’s booming automotive category, according to a senior marketer at Uxin, an online automotive marketplace.

Article

Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.

Article

Ford, the automaker, has successfully retooled its approach to reaching audiences that have not always been the focus of the industry’s marketing efforts.

Article

Winners in the WARC Prize for MENA Strategy presented at an event in Dubai where the importance of planning was emphasised while individual case studies highlighted particular takeaways for marketing in the region.

News

HONG KONG: Almost one quarter (23%) of internet users in Asia merit the description “engaged enthusiasts”, who exert a disproportionate influence on their peers in matters such as spreading brand awareness and swaying purchase ...

Article

7-Eleven Philippines is pioneering a new business model to take e-commerce to the Philippines mass market – potentially 90 million people - via its 2100 stores nationwide.

Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Case Study

The Sports Medicine and Orthopaedics division at Cincinnati Children's Hospital Medical Center, US, used search and display video ads to increase the number of self-referring teenage patients.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Article

Artificial Intelligence is on the rise: Google and Amazon supply it, companies like Ocado are using it, but what does it do? With applications across indexing, natural language, and advanced analysis, AI will be a fundamental technology, but not always in the way you might think.

Research Paper

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

Research Paper

This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.

Article

Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.

Article

A crisis of trust is impacting brands globally, as people revert to trusting their gut, and brands in both developed and emerging markets need to adapt, albeit in different ways.

News

SYDNEY: Despite falling circulations, Australian magazine publishers still have quite a lot going for them in terms of readership profiles and purchase influence, but they are failing to persuade agencies of their case, an industry figure has ...

Article

HomeServe, the UK insurance company, received a massive fine back in 2014; to rehabilitate, the brand understood that the problems began within the organisation, so it set out to fix itself.

Article

When it comes to content marketing for print publishers, educating salespeople and client relations staff to understand how the medium works is vital to build trust.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.