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News

CAMBRIDGE, MASS: Next year will be “a year of reckoning” for many companies, according to a new report which argues that while the overall marketplace may be healthy, the future of individual businesses is as uncertain as it has ever ...

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

News

ORLANDO, FL: Brands must be “customer-obsessed” to thrive in the increasingly complex marketing universe, according to Kristin Lemkau, Chief Marketing Officer of JPMorgan Chase & Co.

Article

JPMorgan Chase, the financial-services provider, believes that being "customer-obsessed" is now essential for brands to succeed.

Article

This article explains how financial services brands can protect themselves from fintech disruption by digitally evolving.

News

NEW YORK: Unilever, the FMCG manufacturer, believes that following a “5Cs” strategy can help marketers navigate the rapidly-changing communications landscape.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

Article

This article shares how Citibank, a global bank with some 200 million customers, is adopting digitisation to better understand the customer journey.

Article

This article examines how companies need to restructure themselves in order to market more effectively in the digital age.

Article

This article looks at how to secure customer loyalty by appreciating them as individuals and communicating with them with relevance.

News

DETROIT/LONDON: Brands often have a sense of what they want to stand for but fail at executing on that – which is where an ability to turn customer experience journey maps into action can pay dividends, according to two industry figures.

Article

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

Article

This article outlines the challenges of brand differentiation in the automotive category and offers five steps agencies can adopt to create original and exciting automotive advertising.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Article

In this webinar Faris Yakob, Co-Founder of Genius/Steals and Author of Paid Attention, discusses how individual and agency biases operate, how to spot them, and work with or around them.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Research Paper

This paper looks at how French airline brand, Air France KLM, created a new structure for its Customer and Market Insight (CMI) department for optimal customer experience.

Research Paper

This paper explains a research-led, three-pillar transformation that took place within the business of MetLife, the global insurance provider, to create a more customer-centric organisation.

Article

This article shows how brands that wish to understand and anticipate the customer experience can do so by using customer experience journey maps to make marketing plans more actionable.

Article

This article examines how marketing must concentrate less on the brand in thinking about, and budgeting for, journey frameworks, and more about what shapes the varied decision-making behaviours of consumers.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

News

NEW YORK: Just 16% of marketers believe they are truly responsive to consumer needs, a failing attributable in part to the way most brands have leveraged digital channels to date, a study from the CMO Council has revealed.

News

LONDON: Customer journey maps should be treated like products, led by a manager responsible for the journey’s business performance, according to an industry figure.

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.

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.