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Faith trumps fear this Ramadan: Brands and Indonesian consumer optimism

Article • Anish Daryani, WARC Exclusive, April, 2021

As the holy month of Ramadan approaches, M&C Saatchi’s Anish Daryani says brands must ride the wave of consumer optimism to build strong resonance with the people.

B2B or C, the answer should always involve Creative Publicity

Article • Wiemer Snijders, WARC Exclusive, April 2021

Summarises the most fundamental patterns in buying behaviour, and how they also manifest themselves in B2B categories.

80% of postponed major purchases to be made within one year

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of when postponed purchases will be made in the United States.

Strategic partnerships in the Philippines: How to forge stronger connections across the new consumer journey

Article • Maita Consulta, WARC Exclusive, Spotlight SEA, April 2021

Mediabrands Philippines’ Maita Consulta shares how to approach issues of brand awareness, engagement and transactions with customers on their radically mutating consumer journey in the Philippines.

Why consumer attitudes about electric cars are about more than being green

Article • Brian Carruthers, Event Reports, MRS Impact Conference, March 2021

A qualitative research project by Facebook and The Nursery explored the factors that might be encouraging or discouraging people from buying electric vehicles (Evs).

Impulse buying this Ramadan: Shopping shifts in Indonesia and Malaysia

Article • Low Lai Chow, Event Reports, InMobi Gearing up for Ramadan virtual event, March 2021

The holy month of Ramadan will see a dramatic increase in impulse shopping among Indonesians and Malaysians this year, a shift caused by COVID-19 and restrictions on in-store retail purchases.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.

Updating the Foote, Cone & Belding Grid: Revisiting the product classifications of the FCB Grid for online shopping and contemporary consumers’ decision making

Research Paper • Hyuk Jun Cheong and Yunjae Cheong, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 12-29

This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.

Brands must build better relationships to retain customer interest

News • 19 February 2021

Customer retention, rather than customer acquisition, is a growing marketing trend forced on brands by the coronavirus pandemic, and a new global study seeks to provide insights into how brands can win long-term relationships with consumers.

Consumer spending on mobile apps continues to rise

News • 15 February 2021

Global consumer spending in the top 100 non-game subscription-based apps grew to a record $13bn in 2020, representing a 34% year-on-year increase from the $9.

How to navigate the ‘messy middle’ with video marketing

Opinion • Rohit Arora, February 2021

Using Google research on the ‘messy middle’ between intention and purchase, Rohit Arora delves into six ways to use video media to pull through the complexity.

How marketers can address the changing concept of value

News • 11 February 2021

The disruption caused by COVID-19 has led people to seek new forms of value, such as easy e-commerce or paying a premium for hygiene, and marketers are having to rethink how they communicate value through messaging and optimal pricing.

The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.

Four ways consumers’ relationships with brands have changed in the last year

Article • Leslie Wood, WARC Exclusive, February 2021

This article explores the impact the COVID-19 pandemic has had on CPG shopping behavior.

‘Buy now – pay later’ platforms take off during pandemic as worried regulators circle

News • 09 February 2021

Buy-now, pay-later – or more accurately, buy now and spread the payments – was already gaining traction before the pandemic as a popular marketing tool.

High-end booze is the tipple of choice for lockdown Americans

News • 02 February 2021

Luxury liquor sales have grown at the fastest rate in years as US consumers look to escape the lockdown blues with a drink or two.

Fashion and sustainability the Farfetch way

Article • Brian Carruthers, Event Reports, Web Summit, December 2020

Farfetch, the online marketplace for luxury brands and third-party resellers, is growing fast, and the single fastest-growing part of its business is one that highlights sustainability to consumers.

Media Owner Profile: Alibaba

Data • Rob Clapp, WARC Data Points, February 2021

This Media Owner Profile of Alibaba includes data on revenue, consumers on Chinese retail marketplaces and Gross Merchandise Volume.

The changing role of loyalty post COVID-19 and the end of the cookie

Article • Oliver Feldwick and Heleana Blackwell, WARC Best Practice, January, 2021

During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.

Why China’s ‘Silver Economy’ is an online gold mine for brands

News • 27 January 2021

Even before the pandemic struck, China’s senior shoppers were gradually closing the digital gap on younger consumers, but last year they made up the fastest-growing demographic of online shoppers and many are sticking with online shopping post-pandem

How brand leaders can hold on to their advantage

Opinion • Andrew Wardlaw, January 2021

Throughout 2020, brand leaders in fast moving categories put on sales and share as shoppers defaulted to the familiar while challengers were put on the backburner. But the dynamics are set to change once again. MMR’s Andy Wardlaw talks to behavioural psychologist Dr Sara Bru Garcia to find out how things might play out in the year ahead.

프록터 앤드 갬블, 코로나19 이후에도 지속될 새로운 소비자 습관 설명

Article • Stephen Whiteside, WARC Exclusive, January 2021

소비자 패키지 상품 제조업체인 프록터 앤드 갬블은 코로나19 동안 뿌리내린 다양한 습관이 장기적인 힘을 가질 것이라고 내다본다.

Mastercard’s four trends that will frame 2021

Article • Brian Carruthers, Event Reports, CES 2021, January 2021

The Harris Poll, the research firm, teamed up with payments brand Mastercard to look at what the post-pandemic future might hold for digital commerce and the payments category in the US.

Brands need to adapt for a new wave of online shoppers in KSA and UAE

News • 19 January 2021

Up to a quarter of online shoppers in KSA and UAE are new to the experience and started as a result of the pandemic.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
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.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The long-term impact of COVID-19 on consumer behaviour

Article • William Hanmer-Lloyd and Stephanie Watson, WARC Exclusive, April 2020

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.