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Article

Levi’s, the apparel retailer, is transforming the bricks-and-mortar retail experience to make it more engaging for shoppers.

News

SEATTLE: Amazon is reported to be rationalising its sometimes labyrinthine ad business to make it easier for advertisers to buy and manage their campaigns on the e-commerce giant.

Article

This article offers a number of international examples on artificial intelligence adding value to the e-commerce customer experience, including app design, product discovery and chatbots.

Article

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

As one of the world’s biggest advertisers, Unilever, the FMCG manufacturer, has invested considerable time and energy into tackling painpoints in the digital ecosystem.

Article

Explains how using moments as the key driver of thinking can take planning away from defining needs and gives a greater sense of purpose to the idea and development of 'always on' marketing.

Article

Provides best practices for omnichannel retailing, including priorities, challenges and the state of omnichannel by region.

Opinion

AI is a regular feature of news stories across nearly every industry. But, says Stephen Upstone, the headlines hide the fact there's a big human role in making AI work effectively.

News

HOBOKEN, NJ: A brand’s ability to deploy impactful and efficient marketing strategies depends on how it understands and responds to relevant consumer journeys, so the ability to map these across all touchpoints and channels is essential for ...

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

News

CHICAGO: L’Oréal Canada, the beauty company, has derived multiple benefits from working with startups to drive innovation in various areas of its business.

Case Study

Car brand Chevrolet employed a campaign to break away from the 'cut and paste' model of traditional retail advertising in Mexico to improve conversion in the path to purchase.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Article

E-commerce is an increasingly central element of brand strategy, but presents several challenges to marketers who are used to the brick-and-mortar world.

News

NEW YORK: Marketers must consider a new step on the path to purchase known as the “ultimate moment of truth” – or “UMOT” – according to a study published in the Journal of Advertising Research (JAR).

News

NEW DELHI: India is the second-largest smartphone market in the world and now Facebook has launched an initiative in the country to help brands reduce the number of consumers who drop out from their mobile purchase journeys.

Article

L’Oréal Canada, the beauty company, has enjoyed significant benefits from partnering with startups.

Research Paper

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

Research Paper

Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.

News

LONDON: Heineken, the Dutch brewer, is rethinking the path to purchase in recognition of the new environment in which consumers perceive brands - with many more touchpoints than ever before now seen as points of purchase.

Article

With huge brands, such as the Dutch lager brand Heineken, thinking about a conversion 'funnel' is no longer particularly useful, as online and offline mix and brands aim for an extended consumer relationship.

Case Study

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.