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Opinion

As customers change the way they interact with brands, the way we think of conversion funnels needs to evolve as well, writes Mirum’s Nick McLawhorn.

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Case Study

Tata Motors successfully launched its new Hexa car model in India with digital content, influencers and events.

Article

Australian magazine publishers are struggling to break through with media agencies in the digital age – but according to industry experts, the future can still be bright if publishers are willing to make some changes.

Article

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Article

In this webinar, Jonathan Dodd (Chief Strategy Officer, Geometry Global), Matt Robins (EMEA Planning Director, Geometry Global) and Richard Bradford (Group Strategy Director, MEC UK) discuss how brands should be communicating with consumers at key moments in the path to purchase.

Article

Agencies are having to rethink how they work if they are to be successful in a world where disruption is the name of the game.

News

LONDON: Brands need to understand buying behaviours in their particular category – and the role of signifiers such as quality, price and utility – in order to create effective marketing across the customer journey, according to two ...

Research Paper

This paper explains how easyJet, the European low-cost airline, maximised insight value by adopting LEAN methods within the brand and its extended team of partner agencies.

Article

This article outlines the media investment trends and consumer behaviours defining Australia’s automotive advertising market, the country’s single largest ad spend category.

Article

This article provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

Article

This article shows how brands that wish to understand and anticipate the customer experience can do so by using customer experience journey maps to make marketing plans more actionable.

Article

This article examines the idea that brands must ensure every touchpoint, both online and offline, is in alignment as the customer journey grows increasingly complex.

Article

This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.

Article

This article previews a series of articles about how marketers can make sense of the complexity of touchpoints and channels to create better customer journeys.

Article

This article explains how two cutting-edge customer journey tools have been developed to broaden brands' understanding of the impacts of the customer journey's various touchpoints.

Case Study

This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

Article

This Company Profile from Euromonitor provides key details and analysis of Amazon.com. Included is a strategic evaluation with key facts about the US company and competitive positioning against comparative brands in the retail market.

Opinion

B2B marketing has existed in a tradition for a long time, but now the same impact that technology is having on the expectations of consumers is also affecting business buyers, argues POSSIBLE’s Thomas Stelter.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Article

This article summarises the insights from a series of key papers on social commerce in South-East Asia, which is thriving in a mobile-first consumer culture, including wider trends in social media and the rise of messaging apps as commercial platforms.

News

SAN MATEO, CA: Brands are not maximising their engagement with consumers as they fail to keep pace with expectations regarding personalization and value, a new study suggests.

News

LONDON: Customer journey maps should be treated like products, led by a manager responsible for the journey’s business performance, according to an industry figure.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.