Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

2,585 results found
Sort by

Article

Artificial Intelligence is on the rise: Google and Amazon supply it, companies like Ocado are using it, but what does it do? With applications across indexing, natural language, and advanced analysis, AI will be a fundamental technology, but not always in the way you might think.

News

LONDON/OXFORD: Social media advertising can be a highly effective channel for driving long-term brand impact, but the very best campaigns are those where the brands communicate in a personable and more human way, a new academic study has revealed.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

ORLANDO, FL: General Mills has enhanced its insights operations by carefully consolidating its roster of vendors while also seeking out prospective new sources of data and inspiration.

Article

General Mills, the consumer packaged goods manufacturer, has successfully strengthened its insights function at a time of immense complexity.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Fast-food chain KFC introduced an order-taking AI robot, Dumi, into its KFC Original+ concept restaurant in China.

Article

The Fluent Device is a creative conceit (slogan or character) that is used as the primary vehicle for the drama of a long-running campaign; here a behavioural expert explains why they are effective.

Article

McDonald's has long been the subject of rumour and supposition around the contents of its products; the campaign has not been easy for the US-headquartered QSR, but it is beginning to shift the dial and regain trust in the UK.

Article

This article looks at how marketers can prepare for the introduction of the General Data Protection Regulation (GDPR), a European piece of legislation that will come into effect in 2018.

Article

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

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

This article looks at the developments in VR and AR since the launch of Oculus Rift in 2012 and examines what each can bring to the marketing mix.

Article

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

Article

This article looks at how chatbots work and why, nowadays, many consumers are more comfortable 'talking' to a brand via an online message than phoning its customer service helpline.

Research Paper

This article describes how machine learning was used to research mood states and digital activity when buying chocolate to build contextual profiles for the purpose of programmatic media buying.

Article

This article reviews three real-world cases that have demonstrated positive business impact and ROI achieved by following clearly defined guidelines when using AR and VR.

Article

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

Article

This article outlines how Commonwealth Bank, Australia's largest bank, is building brand longevity in a fast changing category under increased public scrutiny.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Article

This article examines how better use of data can help marketers adapt to the changing face of marketing.

Article

This article shows how McDonald's, L’Oreal and Unilever are approaching the vexed issue of media transparency and the challenge of the "digital promise".

Opinion

Would you pay $1149 for an iPhone? Apple is trying to make the iPhone more appealing to a wider range of consumers but questions remain about the ‘super-premium’ element of its strategy says Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown This year’s much hyped 10 th anniversary launch of the iPhone ‘X’ (pronounced ‘ten’) was the culmination of a brand strategy that has slowly expanded the range of iPhones on offer while continuing to push the top of the range towards the next level of pricing.

Article

This paper summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.