Research Paper•
Saravana Jaikumar, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 232-241
In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.
Lazada, the Southeast Asian e-commerce platform owned by Alibaba of China, aims to build on the success of its daily in-app live streaming activities in Malaysia, the Philippines and Thailand and roll out the tech to other markets in the region.
Amazon.ae is the brand which achieved the largest rise in its Ad Awareness in the UAE during May. The uplift coincides with Amazon and Souq announcing the launch of Amazon.ae at the beginning of the month.
In one of the biggest shifts to its e-commerce strategy in its history, Amazon is pivoting away from making bulk orders from smaller suppliers to cut costs by moving to wholesale purchases from major brands.
Case Study•
SABRE Awards, EMEA, Web-Based Business, Gold, 2019
Online retailer eBay rescued the physical goal in which the winning goal in the 2014 FIFA World Cup was scored, and invited fans in Germany to bid on it, to coincide with the 2018 World Cup.
Amazon, the world’s largest online retailer, is expanding its reach even further after making a substantial investment in Deliveroo, the UK-based food delivery start-up.
As e-commerce continues to boom, so too does the ongoing problem – and expense – of returns, estimated to be costing sellers around £60bn a year globally.
Case Study•
Sarah Rostron, Alydia Noble, WARC Awards, Silver and Partnership Award, Effective Innovation, 2019
Missguided, the UK-based online female fashion retailer, drove brand awareness, purchase intent and increased sales by partnering with the UK smash-hit TV programme, Love Island, to make its clothes instantly saleable to viewers on a dedicated app.
Article•
Andrew Wardlaw, WARC Exclusive, March 2019
As Amazon moves into online grocery and introduces its own brands, MMR Research set out to gauge consumer reaction to both the idea and the products themselves.
Three-quarters (74%) of British consumers believe that food prices will rise after Brexit, with one in four expecting food prices to increase a lot, a recent survey has revealed.
Mudah.my, Malaysia’s largest marketplace, targeted Chinese Malaysians with a humorous social media campaign, to boost site listings during Chinese New Year.
Amazon, the e-commerce giant, increased purchase intent for its Amazon Echo devices by creating an interactive escape experience at the New York Comic Con in the US.
Case Study•
SABRE Awards, Best in Digital Brand Platforms, In2, 2019
Alizila, a news brand from Alibaba, increased its following and sessions on its website by launching a digitally enabled supermarket and video content, demonstrating its knowledge of the Chinese market.
It was reported last week that Amazon’s revenue from ad sales nearly doubled year-on-year to $3.4bn in Q4 2018 and it comes as a new survey of digital marketers confirms that this part of its business is expected to continue to grow strongly.
Lazada, the e-commerce site that is majority owned by Alibaba of China, has announced that it is adding fresh groceries to its product range as it seeks to become Southeast Asia’s “biggest e-commerce ecosystem”.
Article•
Danny Silverman, Chris Perry, Pete Andrews, Jack O’Leary, and Patrick Miller, WARC Exclusive, January 2019
Amazon is likely to put a focus on last mile delivery, tech-based offline retail and disrupting the travel category as it seeks e-commerce market dominance.
Article•
Danny Silverman, Chris Perry, Pete Andrews, Jack O’Leary and Patrick Miller, WARC Exclusive, January 2019
As Amazon continues to shape the e-commerce landscape in many Western countries, Edge by Ascential predicts what 2019 will hold and how brands can respond.
Article•
Danny Silverman, Chris Perry, Pete Andrews, Jack O’Leary and Patrick Miller, WARC Exclusive, January 2019
Further moves by Amazon into the healthcare and grocery category are predicted to shape considerations for marketers over the mid-term as they jump on e-commerce growth.
This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Article•
J Walter Thompson Intelligence, Research on WARC, December, 2018
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Case Study•
Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018
Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
Article•
Phil Barden, Admap Magazine, June 2018, pp. 10-13
Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
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