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News

NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).

News

GLOBAL: In the process of ensuring compliance with GDPR, marketers have become increasingly aware that the quality of their data – and sometimes the source of that data – may not be as reliable as they would wish.

Article

Vodafone Italy used machine learning algorithms to interrogate the vast volumes of data generated by its 20 million customers in order to offer personalised propositions to them.

Article

Addressable TV currently (2018) reaches around 40% of UK homes, a figure predicted to rise to 60% within a couple of years.

Article

IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.

News

CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

News

CHICAGO: Walgreens, the drugstore chain, is seeking to become the “most-loved” player in its category, with an emphasis on enhancing its business and driving customer loyalty.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

News

NEW YORK: When it comes to engaging consumers effectively, retailers are too focused on transactional metrics, such as convenience and price, and should recognise the importance of personalised experiences and social influencers.

Article

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

News

WASHINGTON, DC: Following two days of congressional hearings in which Facebook CEO Mark Zuckerberg faced questions on the nature of his business, its relationship to data, and that data’s use in advertising, there was a hint the social media ...

News

SINGAPORE: Online shoppers in Asia are the least satisfied with all aspects of their shopping experience, compared to shoppers in other regions, according to new research.

Article

Kleenex, the tissue brand made by Kimblerly-Clark, has seen success through adopting a range of innovative marketing strategies.

Article

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

Article

The 4A's (American Association of Advertising Agencies) is seeking to find new ways of helping agencies, and their clients, progress in a rapidly-changing marketing universe.

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.

Article

Coca-Cola, the soft-drinks manufacturer, has started experimenting with analytics driven by artificial intelligence, and has thus gained an insight into the benefits and obstacles presented by this approach.

News

TOKYO: Agencies in Japan are reinterpreting the meaning of creativity away from posters and films, and establishing consulting units as Dentsu and Hakuhodo formalise diverse forms of creativity.

Opinion

Successful marketing transformation projects follow eight key rules. Paul Davies, Managing Partner Asia Pacific at The Observatory International, says too many schemes are failing to do so.

Article

SXSW, an annual event where business intersects with innovation, provides an insight into which new technologies might be valuable to brands in the near- and long-term future.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.