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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

Hippeas, an organic chickpea brand, used big thinking to successfully penetrate the US and UK markets by creating a strong brand purpose, a clear vision and an emotional relationship with consumers.

Article

Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.

Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

Case Study

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

Case Study

The Sports Medicine and Orthopaedics division at Cincinnati Children's Hospital Medical Center, US, used search and display video ads to increase the number of self-referring teenage patients.

Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

News

NEW DELHI: Email is enjoying a resurgence among marketers as automation and personalised communications become priorities for brands, according to a senior marketer in India.

Case Study

Du, a telecom operator in the UAE, increased its relevance targeting the tourism industry.

Case Study

The University of Sydney, in Australia, used programmatic to deliver highly personalised ads which led to an increase in postgraduate applications and a reduction in cost per acquisition.

Case Study

Water brand AQUA promoted the sales of its out-of-home product utilising Twitter's auto-response mechanism.

Case Study

The Geological Survey of Canada (GSC) celebrated its 175th anniversary and increased interest in geology among young Canadians with zero media budget by telling stories on social media, focussing on Instagram.

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

Email marketing is enjoying a renaissance in the digital era, with new innovations allowing multichannel integration in India.

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

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

Explains how to build long-term affinity with a brand using technology with a human touch and offers four rules for successful loyalty marketing.

Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Article

This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.

Case Study

Tech giant Google created a digital lantern site to enable users in Taiwan to share the lantern tradition in a more sustainable way.

Case Study

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

Mirinda, a soft drinks brand owned by PepsiCo, strengthened its connection to Indian teens with an online video that helped them talk about stress and depression.