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Research Paper

Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.

Research Paper

Hasbro, a toy and board game company, conducted research that allowed it to make data-driven decisions to optimise its advertising investment in Spain, adapting the campaigns to the real behaviour of the different targets, and adjusting the use of media for every specific moment of the consumer journey.

Case Study

PureGym, a chain of fitness clubs, became market leader in the UK by reinventing its communication strategy to create a more targeted approach.

Case Study

Myntra, an online Indian retailer, increased the visibility of the website on online searches as a result of its multi-pronged Organic Search Strategy.

Research Paper

Companies have been increasing their investments in digital-video advertising at the expense of television advertising.

News

Brands and agencies are greatly increasing the budgets they allocate for marketing technology and almost a quarter of total budgets are now dedicated to this area according to a new study by WARC and Moore Stephens.

Case Study

Swann Insurance, a motorcycle insurance specialist, launched inconvenience stores to give older riders in Australia an excuse to enjoy their passion for motorcycling.

Article

This article offers practical tips to boost discoverability via search in a variety of platforms including Google, Instagram and YouTube.

Article

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

Article

With advances in artificial intelligence and machine learning, visual search has become a more mainstream proposition and has the potential to add enormous value in sectors such as home décor, fashion, FMCG and food and drink.

Research Paper

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Case Study

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

Case Study

Educational online videos allowed the Canadian Down Syndrome Society to help pregnant mothers understand what life was like for those with the condition.

Case Study

Advanced Semiconductor Engineering (ASE Group), a provider of independent semiconductor assembling and test manufacturing services, told its side of the story on the toxic wastewater spillage in Taiwan by launching a microsite.

Article

Outlines four factors that will help planners consider the likelihood of multiscreening at various times and during certain programmes.

Case Study

The new mini SUV Audi Q2 was launched in Taiwan building strong brand awareness under competitive circumstances.

Article

Chinese consumers consider search a first port of call when making purchase decisions, but only 19% of search activity in the country is for brands or products.

Case Study

Pizza Hut, a US pizza delivery company, used a strategic partnership with the National Collegiate Athletic Association and a specially created sneaker to reposition itself as the 'easy' pizza option.

Article

Pharmaceutical marketers often lag behind in the world of content marketing, and are missing out on valuable opportunities as a result.

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.

Article

Argues that the key to success in an AI-dominated future will be for brands to create a customer experience that is personalised, frictionless and faster than real time.

Article

Examines Tactical SEO: The Theory and Practice of Search Marketing by Lee Wilson.

Article

Carhartt, the apparel company, has put user-generated content at the heart of its online marketing, as well as leveraging this material for a range of other strategic purposes.