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News

CHICAGO: Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household, according to new research which recommends that manufacturers and retailers adjust their marketing strategies accordingly.

Article

Online travel agent Lastminute.com has developed a new media business based on selling travel audiences.

News

LONDON: Financial brands are missing out on a potential £130bn opportunity by failing to tailor their communications to address the different needs that women have in this category.

Article

Global strategies, campaign updates and trends in the insurance category.

Opinion

The nefarious activities of bad actors in the Facebook/Cambridge Analytica debacle may spark an unwarranted moral panic around the use of psychometric profiling in consumer research, argues Eaon Pritchard.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.

Article

This article reveals the results of studies exploring the role of cultural differences and usage occasions in shaping the most relevant emotions and motivations for female beauty in the UK and Indonesia.

Article

Ecommerce, first-party data and cloud-based systems are among the major drivers that can help brands engage consumers in new ways.

Case Study

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Article

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.

Article

Hilton, the hospitality company, has moved beyond demographics as it seeks to create marketing that truly resonates with consumers.

Research Paper

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.

Article

This Company Profile from Euromonitor provides key details and analysis of Mary Kay Inc.

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

Pharma brands are lagging behind other industries when it comes to leveraging the power of programmatic advertising, and are thus missing out on significant opportunities.

News

GLOBAL: Targeting may have become increasingly sophisticated thanks to digital, but marketers are still fixated on age when they ought to be concentrating on attitudes and behaviours, an industry figure argues.

Article

Marketing should step up and regain its role as a trusted source of consumer insight and understanding, to combat the rise of fake news and unreliable data in the UK.

Article

Looks at the current market for TV in India and discusses its future in the midst of new digital technologies and changes in viewership.

Research Paper

Royal London, the UK's largest mutual life insurance and pensions company, created the Vulnerability Strategy, which used quantitative research to analyse the impact of vulnerability on its customers.

Case Study

Heathrow Airport in the UK used dynamic copy across email and digital display to personalise its communications with its customers and aid in a more pleasant airport experience.

Article

This article outlines five key consumer and economic trends brands should watch for in Asia in 2018, including the rise of India and Indonesia, premiumization, segmentation and the ongoing China slowdown.

Case Study

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Research Paper

The Bill and Melinda Gates Foundation, a private foundation founded by Bill and Melinda Gates, used research to generate demand for Voluntary Medical Male Circumcision in Zambia and Zimbabwe, to help tackle their HIV epidemic.