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Case Study

This case study shows how BBVA, a financial services brand, increased and updated its customer information database by organising Peru's first ever Karaoke concert.

Article

This event report outlines how Marriott International, the hotels group, is pursuing a dynamic digital marketing agenda.

Case Study

This case study explains how Lufthansa, the airline, created a TV series in India to connect with the business community.

Article

This article argues that, in response to personalisation, marketers must revolutionise how they work to utilise the empowering forces of technology and create a 'people first' marketing model.

Research Paper

Although academics and practitioners have embraced customer engagement as a major objective of marketing, the conceptualization and measurement of engagement is challenging.

Research Paper

This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.

Research Paper

The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research.

Research Paper

Online social networks have challenged the current knowledge of advertising effectiveness. Using 12 months of aggregate-level, daily data from a major German e-commerce retailer, the authors of the current study analyzed four types of advertising stimuli on Facebook—'stream' (news feed) impressions, page views, 'Likes,' and user contributions—to determine their short-term and long-term impact on sales.

Opinion

GreenBook provided a 'Sneak Peek' of the findings from their latest GRIT (Research Industry Trends) survey in a webinar on May 14th, with a panel of research sector leaders to discuss the key points.

Research Paper

This paper illustrates how a segmentation study was conducted for Celcom, a Malaysian telecoms business, using a creative approach that embedded the findings throughout the organisation.

Article

This event report discusses the importance of brand activation - an idea based around the importance of managing the entire customer experience.

Case Study

This case study demonstrates how Fairy, the washing up liquid brand, built on its iconic status to increase its market share in the UK.

Opinion

The title of this blog comes from a new 51 page report, Big Data and Data Protection, published on 28 July by the Information Commissioner's Office (ICO) in the UK.

Research Paper

How harmful is a parody for the target brand? To address this question, the current study focused on negative advertising parodies created by amateurs and spread through social media.

News

PARIS/TURIN: Newspapers saw a 2% rise in global circulation last year and benefitted from increased digital advertising of 11% but, with print ad revenues falling, they need to raise revenue and user engagement on digital platforms, the latest ...

Research Paper

This article explores ways of improving targeting in real time bidding (RTB) advertising by using digital footprints to create segemented user profiles.

Case Study

This case study explains how Guinness, the beer brand, repositioned itself in the US with an emotional campaign in order to expand its appeal.

Article

This article describes three dominant models in client-agency relationships, and argues that clients are looking for best in class services.

Research Paper

In response to the trend toward ubiquitous mobile communications, this study compares shopping-related personal characteristics and behaviors of QR code users with those of non-users.

Research Paper

This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland.

Research Paper

Despite the growth in the number of brands with a presence on social media such as Facebook and YouTube, questions remain about how to conceptualise and measure people’s experiences with brands’ content on social media, and how to measure the value of people’s behaviour around such content to brands.

Research Paper

This study addresses kiosk-based shopping behavior among female consumers. The authors sought to build upon existing promotional retail research that showed and explained gender differences in experiential shopping environments.

Research Paper

This paper explores and examines success factors of mobile marketing (m-marketing) using Delone and McLean's information system (IS) success model as a framework and the three major components of m-marketing: m- marketing development, m-marketing use and deployment, and m-marketing impacts.

News

NEW YORK: Many major companies believe their digital marketing schemes are still "exploratory" or "random", and few have engaged in-house experts to enhance their strategy, a study has revealed.

Article

With the digital revolution, sponsors are increasingly able to tie-in with entertainment brands across different media delivering more value to brand owners.