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Article

Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.

Article

Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.

Article

This article looks at how marketers can utilise artificial intelligence (AI) in understanding the consumer journey.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Case Study

Aldi, a supermarket brand, encouraged new consumers in Australia to shop at Aldi by launching a campaign that put its sceptics through challenges to prove that Aldi delivers both quality and affordability.

Article

Circles.Life, a telco challenger brand in Singapore, has put PR, out-of-home and viral stunts at the heart of its brand marketing.

News

DETROIT: When it comes to their interaction with social media sites, consumers are happiest about ease of navigation, mobile compatibility and site performance, but they are least satisfied with privacy protections and intrusive ads.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Case Study

BT Sport Business, a group of sports television channels, increased sales and customer satisfaction among its main business clients, pubs, by introducing the Manager of the Month campaign for pub landlords in the UK.

Article

Research by the CMO Council, the executive network, and Deloitte, the consulting and advisory firm, has highlighted the skills that marketers believe will be needed to drive future growth.

News

DETROIT: American consumers are far more satisfied with streaming services, such as Netflix and Amazon Prime Video, than they are with traditional cable and satellite TV providers, a new survey has revealed.

Article

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Case Study

Schindler Elevator Corporation, a manufacturer of escalators and elevators, launched a social media listening program to help increase, and pursue, sales leads in the US.

Article

Formula One is using localization, customer feedback and ‘drive to web’ strategies to bring the annual Grand Prix to life in Singapore.

Article

Pizza Hut changed aspects of its digital strategy in India in recognition of the way consumers are looking for information when they want to eat.

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.

Article

As mobile devices and apps become an increasingly indispensable part of modern life, brands and app designers need to ensure they are measuring growth and success efficiently.

Case Study

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

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.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Article

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