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Article

To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

Article

A+E Networks, the media company, builds audience understanding through on-going research into the attitudes, experiences and preferences of women across America.

Article

Details how IKEA used emotional marketing in its Where Life Happens campaign to increase market share and brand perception.

Case Study

William Lawson's, a whisky brand, increased sales in Mexico by targeting men ages 18-24 with a 'no rules' message on social media.

Article

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

Article

Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.

Article

Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.

Case Study

Through data analysis, financial services company Nationwide identified first-time buyers and supported them in the process of buying a home in the UK.

Article

The financial turmoil of the past decade, increased life expectancy and cultural shifts have changed the attitudes to brands and relative spending behaviours of different consumer segments.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

Case Study

To secure sales and visibility, private health insurance DKV Spain ran a successful customer-centric campaign aimed to new parents.

Case Study

Star Plus, the number one Indian entertainment TV channel, faced challenges from a competitor channel and implemented a strategy to maintain its leadership.

Opinion

Good CX is not just about doing things quickly, argues Fetch’s Julian Smith. Most important is to find a strategy that leverages your knowledge of the consumers as well as their understanding of your brand.

Case Study

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.

Research Paper

Livon Hair Gain Tonic, a hair regrowth solution for men, examined how guided meditation can be used as an alternative approach for studying implicit associations in India.

Case Study

Contact lens brand ACUVUE® used a three-phase multimedia campaign to target millennials in China.

Case Study

Travel company Thomas Cook used a multichannel approach to create a new market segment by targeting older travellers in India.

Case Study

Volkswagen launched its new Ameo car model in India with an emotional campaign that appealed to young first-time car buyers with a coming of age story.

Case Study

SunLife, a UK financial services company, made itself relevant for the over-50s' market with a campaign that broke with conventional approaches for marketing to older consumers.

Case Study

Great Clips, a hair salon franchise, implemented the 'Journey 121' program customer strategy in the US to improve customers' frequency of visits to its salons.

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.

Case Study

Pedigree, the pet food brand, created awareness of pet obesity in India by creating an educational interactive digital video.

Case Study

This case study explains how KFC, the fast food chain, created the SoundBite Chart to engage millennials in South Africa.