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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.

Case Study

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

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

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

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.

Article

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

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Case Study

Booking.com, an online travel agency, launched a digital campaign, ‘Booking Loves’, in France, Germany and the UK to generate site traffic by creating targeted video content.

News

LONDON: Marketing effectiveness is increasingly seen as being primarily about business outcomes rather than being limited to marketing itself, with major FMCG companies among those creating senior roles and dedicated teams to address the issue.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Article

This article analyses how marketers can optimise their promotional strategy in-store, across their portfolio of products, and across different retailers.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

Article

This article examines how better use of data can help marketers adapt to the changing face of marketing.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

News

NEW YORK: Social media and “advanced technologies” play increasingly important support roles in brands’ sponsorship activities, new research has shown.

News

DETROIT/LONDON: Brands often have a sense of what they want to stand for but fail at executing on that – which is where an ability to turn customer experience journey maps into action can pay dividends, according to two industry figures.

Case Study

This case study details how Marriott, an American hospitality company, launched a global, real-time social monitoring center that attracts, connects and engages consumers.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Research Paper

This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.

Case Study

This case study looks at how Woolworths Rewards, an Australian retailer rewards scheme, turned negative customer sentiment into a program with satisfied members through an email personalisation campaign.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.