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Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Case Study

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study shows how du, a telecommunications provider, launched its digital fasting campaign during Ramadan celebrations, to engage consumers in the UAE and increase brand equity.

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Article

This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

News

SYDNEY: It's time for brands to think beyond art and embrace science, as neuroscientific research can now show how creative choice in ads can actually drive away potential customers, an academic has said.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

Research Paper

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.

Case Study

This case study shows how ArtFund, an arts charity, successfully increased brand awareness and subscriptions by adopting a more commercial branding strategy in the UK.

Case Study

This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.

Case Study

This case study shows how Amigo, an instant coffee brand, made use of its tradition as a strong energising coffee to increase sales and market share in Romania.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

Case Study

This case study shows how ArtFund, an arts charity, successfully developed its brand over six years to increase brand awareness and subscription levels across the UK.

Case Study

This case study shows how O2, a telecommunications company, curbed its declining handset sales in the UK by creating a whole new market for second-hand models.

Case Study

This case study explains how UAE telecoms operator, du, stood out from the advertising clutter of Ramadan, by urging the audience to fast from technology from dawn to sunset.

Case Study

This case study describes how Hindustan Unilever's BeBeautiful web portal turned from a generic women-centric platform to one of the top beauty destinations in India.