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Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

Opinion

Programmatic is creating more capabilities than merely a fast way of buying inventory. Dataxu’s Mike Shaw looks at the brands taking the technique to new heights.

Article

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.

Case Study

Chevrolet, an automotive brand, in partnership with Google, a multinational technology company, created a campaign that cut into US consumers' path to purchase through their Google searches and convinced them to buy Chevrolet.

Case Study

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Article

"Direct" brands, which sell products directly to consumers, are transforming various product categories and threaten to undermine the status of traditional market leaders.

Article

Many organisations jumped on the customer experience bandwagon without a comprehensive understanding of what a customer experience is and as a result, don’t know what it takes to improve a customer experience, let alone how to take it to the next level.

Article

Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.

Article

Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

Article

Although the TV in the corner of the living room is still the main source of entertainment for many households, other screens, such as mobiles and laptops, simultaneously distract and compete for attention.

Article

Advertisers can serve digital advertising to the right audience, but if the individuals targeted aren’t in the right frame of mind or at the right stage of the path to purchase, they are wasting their time.

Article

Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.

News

BERLIN: McCormick, the seasonings company, has used the consumer journey to capture new growth opportunities by identifying relevant micro-moments to target potential customers.

Article

McCormick, the seasonings company, has acquired a detailed understanding of the consumer journey in order to know which micro-moments to target.

News

GLOBAL: Campaigns for UK broadcaster Channel 4, US confectionery brand Extra Gum and detergent brand OMO in the Middle East are among the winners announced today in the Effective Channel Integration category in the 2017 WARC Media Awards.

Article

Smartphone technology has led to the consumer decision-making process merging its distinct moments into a Ubiquitous Moment of Truth.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Article

Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Case Study

Magnum, the ice cream brand, increased sales through the successful launch of its new Magnum Double product during summer in Ireland.

Article

Voice-enabled technology, from smart speakers to virtual assistants, is opening an entirely new interface through which brands and consumers will engage and communicate.

Article

Lying at the intersection of conventional marketing and tech, customer experience will be a priority for many brands in 2018.