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New consumer behaviours having greatest impact on 2022 marketing strategy

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of the themes that are having a significant impact on marketing strategies in 2022.

The importance of audience segmentation in SEA digital marketing

Article • Simon Samuel, WARC Exclusive, November 2021

ADA’s Simon Samuel examines the digital marketing landscape in Southeast Asia and how to apply the relevant audience segmentation with the different sources of data available.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.

Marketing trends in 2022: Consumer insights and data

Article • James Fox, WARC Exclusive, November 2021

The year 2022 will see the move from big data ad targeting to consent-driven personalisation, and there will be an increasing shift of focus for brands all along the supply chain to bring consumer learnings in-house to power strategic decision making.

How Dr. Martens rebooted its ad targeting to prepare for a cookie-less futures

Article • Stephen Whiteside, Event Reports, Interactive Advertising Bureau’s Audience Connect conference, October 2021

Dr. Martens, the footwear brand, ran a successful digital experiment that demonstrated the potential of cookie-less campaigns to generate significant results.

More than half of marketing emails threatened by iOS 15

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of email opens and the impact of iOS 15 on email marketing.

Half of adults always accept website cookies

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of consumer willingness to accept website cookies.

Advertising decisions need to be in the hands of the audience, not tech giants

Opinion • Guillaume Kendall, September 2021

Big tech companies need to start offering alternatives to the way that information is harvested and ads are served, writes Guillaume Kendall.

Digital advertising’s identity crisis is a threat to the sustainability of the open internet

Opinion • Ammar Jawad Doosh, September 2021

Third-party cookies’ demise spells trouble for the open internet – the industry will need to collaborate to find the right solution for the future, argues Xandr’s Ammar Jawad Doosh.

Rethinking data-driven targeting to deliver more value

Article • Waqar Ahmed Riaz, WARC Exclusive, August 2021

Data can be of immense monetary value to a business, but only if its source is based on real and consistent value in the lives of consumers.

Dealing with the cookie apocalypse: How to retain your data and measure performance

Article • Flaviano Faleiro, WARC Exclusive, July 2021

The future of advertising will be defined by the ability of a brand to take charge of its own data.

What should brands do as third-party cookies crumble?

Article • Kenneth Pao, WARC Exclusive, July 2021

Guidance for APAC marketers on how to achieve personalisation without third-party cookies.

Using first-party data in omnichannel customer journey planning

Article • Dr Shorful Islam, WARC Exclusive, July 2021

With Apple and Google now limiting or terminating data collection by third parties, brands need a strong first-party data strategy to fuel brand growth.

Hyper-personalisation is the way to go: But to what extent?

Opinion • Dave Dabbah, July 2021

The extra effort to make marketing more hyper-personalised may not always pay off but CleverTap’s Dave Dabbah says brands should still increase personalisation as it improves the overall customer experience, which ultimately strengthens customer relationships.

Apple extends advertising lead following iOS 14.5

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of Apple's share of advertising spend before and after iOS 14.5.

Gen Z and e-commerce: Expectations in the post-COVID era

Article • Steven Moy, WARC Exclusive, June 2021

Social commerce and ethical innovation will be major priorities for brands looking to connect with Gen Z shoppers in the post-COVID world.

Tackling the first-party data challenge: A four step approach

Article • Brittany Wickerson, WARC Exclusive, June 2021

As data regulations continuing changing, brands need to be more proactive with their first-party data strategies.

Looking ahead to post-COVID times: Five marketing lessons from Cannes Lions Live

Opinion • Anna Hamill, June 2021

As Cannes Lions Live streamed into the makeshift home offices of the advertising industry for a second year, brand marketing leaders speaking at the event shared their hard-learned lessons from the COVID-19 era, and the new changes that they believe will shape the future of marketing as the industry emerges from the toughest year in living memory.

Only 26% of Apple users allow app tracking when prompted

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of Apple app users who have allowed app tracking when shown the App Tracking Transparency prompt.

Data privacy is the main barrier to mobile marketing growth

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of barriers to mobile marketing's growth according to marketing professionals in EMEA.

Identity reimagined in a cookie-less world

Opinion • Iván Markman, June 2021

When the time comes to say goodbye to third-party data, Verizon Media’s Iván Markman notes that advertisers and publishers will have to quickly adopt new solutions to bridge the identity gap across digital channels and deliver meaningful revenue.

Apple adspend muted as Android grows since iOS 14.5

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of spend on advertising delivered via iOS and Android devices during Apple's push into data privacy and protection with iOS 14.5.

How to ensure frictionless customer data capture to boost business and keep customers happy

Article • Leigh Gammons, WARC Best Practice, May, 2021

A five-step guide for how brands with legacy infrastructure can digitise customer onboarding.

What we know about personalisation

Article • WARC Best Practice, May 2021

Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.