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Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Case Study

This case study shows how HCL, an IT services company, partnered with a famous job searching reality TV show to increase its talent acquisition among the Indian youth.

News

SYDNEY: An increasing number of Australian social media users are rejecting Facebook in favour of communicating directly with family and friends via messaging apps, such as WhatsApp and Snapchat, a new survey has revealed.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 piggy-backed the launch of cricket captain MS Dhoni's biopic to drive a multi-channel repositioning campaign for the brand.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 tapped into fan behaviour around short-form cricket, with digital content created by famous real-life friends.

News

GLOBAL: Marketers are turning their attention to Generation Z, as 16-19 year olds become a significant consumer force in their own right across many categories, but this mobile-first generation retains affection for traditional media, research ...

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

News

NEW YORK: Digital experiences are important for both Gen Z and Gen Y, but the younger generation has particular expectations of brands with regard to customer service and how they like to interact with new technology, a new survey has found.

Research Paper

This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

Article

This event report outlines how American Greetings, the greeting cards company, has remained relevant in the digital age.

Article

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

News

MANILA: The Philippines has a huge Gen Z population, which will offer new opportunities for marketers in 2017 despite the political and economic uncertainties the country faces, according to an industry figure.

Article

The article reveals the key trends set to shape marketing in the Philippines in 2017: economic and political upheaval, fake news concerns, and the rise of Gen Z as a powerful consumer force.

News

GLOBAL: Gen Z consumers may be more focused on digital media consumption than their elders, but new research indicates they are consistently more positive about traditional media ad formats than standard digital alternatives.

Article

This event report outlines how Fiat Chrysler, the carmaker, is seeking to create automotive solutions which truly meet the needs of millennials.

Article

This event reports outlines how Kia, the automaker, has moved from humble beginnings to become a major success story in the US.

Research Paper

This article shows how demographics become a far less reliable tool for marketers and introduces seven new mindsets that far better describe consumers' behaviour.

Article

This event report details how various companies have innovatively used social video and presents six key insights that drive its effectiveness.

Case Study

This case study shows how Castrol Activ, an automotive lubricant brand, used Lightbox interactive banner technology to drive user engagement through a brand sponsored sports event in India.

Case Study

This case study shows how Castrol, a motor lubricant brand, successfully reached younger Indians by leveraging a sponsorship and creating a platform that spoke to their interests.

News

LOS ANGELES: Almost all US consumers claim to check the email address where they receive marketing emails at least once a day and younger consumers, especially, are doing so via their smartphones, according to a new study.

Case Study

This case study describes how Turkcell, Turkey's largest telecommunications company, tackled a global problem that is particularly acute in Turkey - diabetes - by removing the shroud around the condition and changing inertia into action.

Research Paper

This paper explores the findings from the BBC World Service's research into becoming relevant for the global youth, which reveals that a global strategy involves an understanding of the local level.

News

SINGAPORE: Asia's FMCG brands and retailers need to improve their digital offering across the board if they are to take full advantage of the growing millennial generation which is set to dominate the consumer market in the region.

Article

This paper looks at millennials in America, considering their past, present, and future, as the country's 'most promising generation,' and warns against overgeneralization.