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News

CARY, NC: Business leaders already appreciate the importance of customer analytics and believe that real-time analytics will become a strategic priority over the next couple of years.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Opinion

Yelena Gaufman, Strategy Partner at Fold7, looks at lessons from online upstart brands that have moved into the mainstream and retained their voice and original audience.

Article

A study by McKinsey & Company, the management consultancy, discovered that combining data and creativity can yield powerful benefits for brands.

Article

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.

Article

Research from the Association of National Advertisers (ANA) and Forrester has found that television advertising is rapidly entering a new, data-driven age.

Article

Johnson & Johnson, the healthcare company, believes that blockchain technology could provide various benefits for its business and consumers alike.

Case Study

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Article

MediaScience, the research firm, and the Ehrenberg-Bass Institute for Marketing Science have conducted early research into the power of short-form ads.

Case Study

ZTE, a telecommunications equipment and systems company, launched a campaign to promote the release of its Axon M handset in the US.

Article

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

News

NEW DELHI: Google and Amazon are preparing to go head to head as they look to develop a market in India for voice-controlled smart speakers, according to local media buyers.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

News

NEW YORK: It appears that parents and families are the keenest early adopters of smart speakers and voice technology, according to a new study specifically aimed at helping marketers get to grips with the emerging trend.

News

LONDON: Despite current concerns about alleged misuse of customer data by some companies, a new survey has found that a surprisingly large proportion of British consumers would allow brands to sponsor their photos on social media.

Article

This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Article

The Association of National Advertisers (ANA) and Forrester Research surveyed over 120 marketers to understand their perspectives on old and new modes of TV advertising.

News

APAC: Mobile commerce is taking off around the world and nowhere more so than in Asia Pacific, where Twitter usage can be an indicator of likelihood to shop via mobile, research suggests.

Article

This article, based on a comprehensive survey by Twitter, delves into the mCommerce habits of Twitter users in various international markets.

News

SINGAPORE: Early adopters of electric vehicles may have been motivated by environmental concerns, but a leading Nissan executive says the next generation of EV consumers are driven by the experience – and so marketing to them must emphasise ...

Article

Technological change is occurring at a rapid rate, and events like CES provide a window for brands to understand which new offerings are of vital importance, and those that are of relatively limited appeal.

Article

Discusses the success of voice technology and why it is becoming an essential part of brand marketing.

News

NEW YORK: Google, the technology giant, has retained its “user-centric” brand focus in engaging consumers, while also adapting its marketing strategy to reflect new digital realities.

Article

Google, the technology giant, has evolved its marketing strategy while ensuring that its core underlying purpose remains consistent.