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Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Opinion

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Article

This article argues that it is time to capture quality attention, measure and trade it fairly, and then fill it with content that is entertaining, engaging, educational and enticing.

News

NORTH CAROLINA: American marketers are pushing ahead with digital spending, while failing to dedicate as much thought to the wider societal picture, according to a new survey.

Article

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.

Research Paper

Provides lessons for TV planners and advertisers based on the results of research from Belgium that examined attention levels to TV programmes.

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

Expands on how to get the most out of working with influencers and advises on how to use the four pillars of reach, relevance, authority and accessibility to achieve success.

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.

News

MUMBAI: Content marketing has become top of mind for India’s brand marketers over the last year, as social media’s popularity as a marketing strategy wanes, according to new research.

Article

Frito-Lay, a unit of PepsiCo, successfully applied a digital wrap-around strategy to the launch of its new Doritos Blaze snack chips during the 2018 Super Bowl.

Article

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

News

BARCELONA/GURGAON: La Liga, the top flight of Spanish football, has agreed a deal with Facebook to show all 380 league matches on the social network to viewers across south Asia with games available, at first, without ads as part of a strategy that ...

Article

Hilton, the hotels group, has successfully established social-media guidelines and practices that can bring consistency across its many brands and properties.

Article

QVC, the shopping network, has enhanced its digital activities in various ways as it reflects changing habits and new opportunities for its brand.

Article

Publicis Media, the media agency network, is adapting to the changing demands of the marketing ecosystem.

News

SAN FRANCISCO: WhatsApp, the messaging service owned by Facebook that has taken an ad-free approach since its launch in 2009, is now being monetised with plans to show ads in its Status feature.

Article

Sunovion, the pharma company, has enjoyed success on social media through following a strategy that begins with “patient leaders”.

Article

KFC, the quick-service restaurant chain, has greatly strengthened its brand in the past few years, and credits Wieden+Kennedy, its agency, for helping drive this process.

News

MUMBAI: Small businesses and start-ups have as good a chance at finding the right audience on Instagram as big brands do – as long as they have a good story to tell.

Article

There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.

News

NEW YORK: Luxury brands are increasingly shifted their sales and marketing efforts towards digital channels, according to a new report which also notes that print is losing relevance.

Article

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.