Natasha van der Pas, WARC Webinars, September 2020
Natasha van der Pas, Senior Strategist at Wunderman Thompson, discusses how brands including Starbucks, Shell and Disney have successfully tapped into the use of mobile gaming to increase customer loyalty, and outlines the mechanics that will drive success.
Consumers across Southeast Asia experimented with new apps as a way of staying connected during lockdown – and that has created opportunities for brands willing to take a risk, says PHD’s Scindya Datt.
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.
Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Nike and Mindshare China about how they helped people move during the COVID-19 quarantine, at a time when their usual exercise routines were completely disrupted.
Alex Duncan, Kawo, Research on WARC, June 2020
It can be hard to get one's head around the complexity, depth and breadth of China’s social media landscape, with many in the West unfamiliar with sites beyond the omnipotent all-in-one super app, WeChat.
Poor retention rates, intense competition and rising user acquisition costs are just some of the challenges facing app-marketers, which is why effective retargeting has become an increasingly important campaign tactic.
Chinese coffee giant Luckin Coffee, currently embroiled in a storm over falsified sales figures, has been propelled to the top of the downloaded apps charts as consumers rush to cash in on free drinks.
Apps should be a “top priority in mobile marketing”, with branded tools offering particular benefits from an advertising perspective, a study published in the Journal of Advertising Research (JAR) has found.
Sungjun (Steven) Park and Byungho Park, Journal of Advertising Research, Digital First, December 2019, pp. 1-13
Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.
Luckin Coffee, the Chinese retailer that has found stratospheric growth with its physically-light, convenient delivery platform for urban consumers, advocates a strategy of heavily pursuing a core group of users.