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Confused.com: Confusion to clarity

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

British insurance comparison website Confused.com diversified its communications mix and positioned itself as a challenger to grow revenue, market share, awareness and differentiation.

Western media and celebrities: Do they influence SEA consumers’ purchasing behaviour?

Article • Deridian Nurhalim, WARC Trends, June, 2021

Hollywood celebrities and Western media appear to shape Southeast Asia’s online interest in products and iPrice Group’s Deridian Nurhalim says this is especially evident in two countries – Singapore and the Philippines.

Building successful search strategies for travel brands

Article • Jodie Brookton, WARC Exclusive, May, 2021

As travel starts up again post-COVID 19, brands will need to ensure their search strategy is optimised to capitalise.

Search strategies for customer retention on e-commerce platforms

Article • Danny Silverman, WARC Exclusive, May 2021

With around half of product searches starting on Amazon, brands need savvy paid search strategies to capture potential customers and keep them coming back.

The WARC Guide to customer retention

Article • WARC Best Practice, May 2021

A summary of new thinking and best practice on customer retention.

Yalı Spor: The Great Google Shopping Hack

Case Study • MMA Smarties, Silver, EMEA, 2020

Yali Spor, a sportswear retailer, merged Google Analytics and CRM data to reduce the cost of sales and increase the conversion rate and return on investment (ROI).

WARC Talks: Digital rent and digital availability

Article • Grace Kite and Gemma Spence, WARC Exclusive, April 2021

WARC talks digital rent and digital availability with Grace Kite, founder of Gracious Economics, and Gemma Spence, chief commerce officer at PHD Media.

WARC Talks: Share of search

Article • James Hankins and Shann Biglione, WARC Exclusive, April 2021

Discusses how marketers can use share of search as a metric and if this could be a new way to prove the effectiveness of advertising.

How the ‘digital truth serum’ can unlock business growth

Article • Christian Polman, WARC Exclusive, April 2021

Used effectively, a new ‘share of search’ metric will enhance C-suite credibility for CMOs, says Christian Polman, Managing Director UK, Looping Group.

What Share of Search can and can’t do

Article • Sam Peña-Taylor, Event Reports, DMX Dublin, March 2021

Share of search has been shown to be a remarkably accurate proxy for share of voice and therefore market share – three experts consider its advantages and limitations.

If digital transformation is the question, knowledge graphs are the answer

Article • Jon Buss, WARC Exclusive, March 2021

Offers advice for brands on how to organise information on the web.

What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.

What Google’s rejection of individual-level ad IDs means for marketers

Opinion • Chris Charman, March 2021

Google has said it plans to end individual tracking on the open web. Chris Charman considers some next steps for advertisers.

Four questions to ask when building an e-commerce marketplace strategy

Article • Brian Carruthers, Event Reports, Retail Week’s Accelerating Ecommerce Week, February 2021

Online marketplaces have seen a surge in activity during a year of pandemic-driven lockdowns and stay-at-home orders.

Using regional share of search to hack brand growth

Article • Lars-Alexander Mayer, WARC Exclusive, March 2021

A new model for using search data to uncover regional growth opportunities.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

adidas: Winning retail search with price (extensions)

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

adidas, a sportswear brand, rewrote the code on Google so that its ads would automatically fetch product data from the Google Merchant Centre (GMC) feed in Southeast Asia, Australia and New Zealand.

Retail media trends to watch out for in 2021

Opinion • Patrick Miller, March 2021

This article is part of a series of articles from the WARC Guide to shoppable media.

Nescafé: Increase Search Visibility in Coffee Category

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Nescafé, a brand of coffee made by Nestlé, increased e-commerce sales in Indonesia by launching an SEO campaign that used keyword triggers to create bespoke content encouraging new and innovative ways to enjoy its coffee.

Shopify’s four tips for e-commerce success in 2021

Article • Brian Carruthers, Event Reports, Retail Week's Accelerating Ecommerce Week, February 2021

Retailers had to rapidly pivot to online shopping during 2020 and will have to further refine their e-commerce strategies in 2021.

Four ways that marketers can engage baby boomers using digital

News • 08 February 2021

Marketers hoping to engage baby boomers online should tap the power of search, social and user reviews, while also rethinking outmoded stereotypes, a study by Hootsuite, the social-media management platform, has argued.

Brands need to unpack consumer signals in real time

News • 04 February 2021

With digital interactions between consumers and brands in Australia overtaking offline ones, brands are having to adapt at pace, says OMD Australia’s Mette Breith.

How to better reach and resonate with baby boomers online

Article • Sarah Dawley , WARC Best Practice, February, 2021

This article incorporates findings from Hootsuite’s Social Trends 2021 report (a survey of 11,189 marketers), as well as Hootsuite and We Are Social’s Digital 2021 report (a global look at emerging digital behaviors with data from over 220 countries and territories).

What do booming sales for Corona beer say about brands?

Opinion • Mike Teasdale, January 2021

Corona’s 2020 experience is proof that brands are astonishingly resilient, and you must work damn hard to damage one when it is built properly - Mike Teasdale explores what’s happening under the surface.

News Media Bargaining Code fight escalates with Facebook, Google ultimatums

News • 25 January 2021

Social media giant Facebook has added its voice in opposition to the proposed NMBC, saying it would have to prioritise other markets and stop hosting news in Australia; Google, meanwhile, has said it would need to pull out of the Australian search ma

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.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
Share of search: The most important metric you’ve never heard of

Article • James Hankins, WARC Exclusive, January 2021

Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.
Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.
How to stay at the forefront of SEO trends

Article • Caitlin Robertson, WARC Best Practice, March 2020

A best practice guide to improving a brand’s organic search strategy, including technical improvements and on-page and off-page activities.