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Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

News

MELBOURNE: Medibank, Australia's beleaguered health insurer, is betting on a digital transformation to change direction and rebuild brand loyalty.

Article

This article describes how Medibank, an Australian health insurer, changed its fortunes and customer experience (CX) offering through a digital transformation after years of under-investment in back-end technology and systems.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Article

This event report outlines how “Fearless Girl”, a marketing initiative from State Street Global Advisors, made an impact inside the company and across the financial services industry.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.

Article

This article explains what the new General Data Protection Regulation entails and how brands can prepare for its arrival.

News

LONDON: Retailers are more likely to protect their return on investment from direct marketing and retain consumer engagement if they focus on relevant and highly personalised content, according to new research.

Research Paper

This paper details the findings of a study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA), a mechanism for consumers to control their preferences for online behavioural advertising.

Article

This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Research Paper

This paper describes a desk research project for Avon, the cosmetics company, to provide cost-effective insights into its sales representatives in Brazil.

Article

This article posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.

News

LAS VEGAS: Adobe, the technology firm, has launched a new platform called Advertising Cloud that it says will allow brands and advertisers to manage their spend across multiple channels.

Article

This article looks at how guilt-eliciting communications, so extensively used by charities asking for donations and governments attempting to demarket certain harmful behaviours, can be used by more conventional marketers and offers a number of guidelines.

Case Study

This case study describes how HomeServe, a home assistance provider, increased employee engagement through the delivery of a People Charter in the UK.

News

LONDON: As the media landscape fragments and consumers face more choice than ever before, one of the few remaining ways for brands to stand out is to make themselves as customer-centric as possible, a leading marketer proposes.

Article

This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.

Research Paper

The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers.

Article

This article explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

Research Paper

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

Research Paper

This paper describes how British Gas, the energy supplier, developed a new method to communicate the insights, analysis and research from its insight department to decision-makers in order to develop a customer-led culture at the top of the company.

Research Paper

This paper examines how surveys can be used responsibly by companies in order to find a balance between reasonable use of data and the protection of individual privacy.

Research Paper

This paper examines the value of meta-analysing older research to find alternative stories within the data, as a form of narrative psychotherapy for brands in order to make use of potential insights.

Case Study

This case study shows how Kellogg's, a food brand, was able to upkeep its online reputation and impeccable customer services standard in India with the help of an Online Reputation Management platform.