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Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

News

SHANGHAI: China’s two leading bike-sharing firms, Ofo and Mobike, are linking up with established brands and expanding overseas even as the companies’ valuations continue to exceed their apparent revenue-generating capabilities.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

News

NEW YORK: Marketers and consumers think about short-term sales tactics in different ways, and closing this gap could deliver various strategic advantages for brands, a study published in the Journal of Advertising Research (JAR) has argued.

News

JOHANNESBURG: Almost all South Africans own a mobile phone, most will use it for product research and half will check prices while in-store, but traditional media – especially television – remain crucial to influencing purchasing ...

News

SHANGHAI: KFC launched its first restaurant in China in 1987 and, as it celebrates its 30th anniversary this year, it plans to build on its innovative use of artificial intelligence and machine learning to further increase convenience for its ...

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This article argues that marketers should beware using personalisation as they may alienate customers by trying to get too close.

Article

This article discusses what is meant by cognitive marketing and how this can be used effectively to inform customer data.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study shows how Intersport, a sports retailer, successfully launched its new running collection by enticing Czech consumers to run and share their routes in order to win growing discounts in-store.

Article

This article details how brands and retailers can maximise the effectiveness and scope of mobile coupon marketing.

News

BANGKOK: The use of in-store beacon technology to deliver location-based mobile offers can recruit new customers to the brand and category, generate sales uplift and drive cross-purchase opportunity, according to research.

Case Study

This case study shows how Bayer, a pharmaceutical brand, made its product relevant to a new audience in the US by focusing on its life-saving capabilities.

Case Study

This case study shows how carbonated drinks brand Coca-Cola launched its 180 ml Pop can product in India, using a mixed-reality experience campaign.

Article

This report summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

This article explores how China is emerging as a global leader in mobile marketing with integrated campaigns and mobile-first customer engagement via WeChat.

Article

This article explores how McDonald's was able to turn around its ailing brand in Japan to revitalize and re-engage customers with an emphasis on digital content, customer experience and extensive market research.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

Case Study

This case study explores how KBank Live, a banking corporation, launched a local campaign in Thailand to become more engaged amongst young office workers.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Article

This article looks at how retailers can get people to shop in store while customers continue to shift to online shopping.

Research Paper

This paper looks at the change of customer behaviour in the era of multichannel retail in order to deliver engagement in the Thai market.

Article

This article outlines how Alibaba has created an integrated data ecosystem across its various properties to supercharge its e-commerce offering and boost offline conversions.