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Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

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.

News

HONG KONG: Almost one quarter (23%) of internet users in Asia merit the description “engaged enthusiasts”, who exert a disproportionate influence on their peers in matters such as spreading brand awareness and swaying purchase ...

Case Study

Rock Bottom Restaurant & Brewery increased the number of clients in their home base of Denver Colorado utilizing Waze.

Opinion

The consumer of the future lies at the point where consumption and creation meet, according to futurologist Magnus Lindkvist.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Article

Artificial Intelligence is on the rise: Google and Amazon supply it, companies like Ocado are using it, but what does it do? With applications across indexing, natural language, and advanced analysis, AI will be a fundamental technology, but not always in the way you might think.

News

NEW YORK: Five technology firms are included in the top five spots of a new ranking of the 100 most valuable brands in the US, which also examines various factors underpinning brand success.

Case Study

Always, the feminine hygiene brand, increased brand equity in Israel by helping teen girls stand up to social shaming.

Case Study

Water brand AQUA kept its number one position in Indonesia with the efficient use of an innovative platform.

Case Study

Tech giant Google created a digital lantern site to allow users in Taiwan to share the lantern tradition in a more sustainable way, and in doing so, built brand love.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

News

CHICAGO: An increasing number of brands are deploying user-generated content in their marketing strategies, so a new study that confirms the willingness of consumers to share their life milestones on social media should prove to be insightful.

Article

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.

News

LONDON/AMSTERDAM: Rather than being driven primarily by transactions, loyalty in the digital age is an outcome of consistently providing great experience, according to an industry figure.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

News

CAMBRIDGE, MASS: Next year will be “a year of reckoning” for many companies, according to a new report which argues that while the overall marketplace may be healthy, the future of individual businesses is as uncertain as it has ever ...

News

NEW YORK: Samsung, the electronics manufacturer, is looking to turn data and consumer research into “true insights”, an approach that has helped the company better understand its marketing performance and most loyal clientele.

Article

Samsung, the technology giant, has used "true" consumer insights to enhance its capabilities in areas ranging from performance marketing to consumer understanding.

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.