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News

SHANGHAI: Multinational brands are losing the loyalty of Chinese consumers as shoppers turn to local competitors, according to new research revealing the country’s top 50 brands.

Article

Success on Amazon, a near-dominant force in retail with designs on advertising budgets, requires understanding what principles underpin the site.

Case Study

Personal care brand Aveeno used a data strategy to deliver addressable creative encouraging consumers to explore its product line in the US.

Case Study

Retail brand UNIQLO used dynamic coupons to drive foot traffic to its stores in China on Singles' Day.

News

LONDON: Online shopping in the UK has climbed nine percentage points year-on-year, according to a new study that also explores the key reasons why so many consumers prefer to use their devices rather than visit a physical shop.

Article

General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.

News

NEW YORK: Levi’s, the apparel brand, has developed a brick-and-mortar retail experience that is based on deep consumer insights and reflects the evolving preferences of shoppers.

Article

This article looks at how marketers can utilise artificial intelligence (AI) in understanding the consumer journey.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

Away, the direct-to-consumer luggage brand, has developed various ways of engaging its target audience beyond pure e-commerce.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Article

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

Article

Advises on three ways that marketers can use Amazon to reshape, refine and re-energise their social marketing strategies to maximise the impact on brand and sales.

Case Study

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.

Case Study

Aldi, a supermarket brand, encouraged new consumers in Australia to shop at Aldi by launching a campaign that put its sceptics through challenges to prove that Aldi delivers both quality and affordability.

Case Study

Leggo's, an Italian cuisine brand, increased sales in Australia and established a clear lead over competitor, Dolmio with its character of an Italian-Australian Nonna.

Case Study

Aldi, a value supermarket, was able to increase quality perceptions during its Christmas campaign by tapping into the needs of Australian households.

Case Study

Ford, a car manufacturer, was able to disrupt the status quo by challenging the market leader as it took a new approach to marketing to truck buyers in Australia.

Article

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.

Case Study

Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.

News

LONDON: Three quarters of UK consumers do research or get inspiration online with more than half of those then opting to head to a store to complete the deal, according to a new study which also notes that the reverse practice of showrooming is ...

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.