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What's working in tech-enabled marketing

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in tech-enabled marketing.

What we know about marketing on Facebook

Article • WARC Best Practice, May 2021

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

What we know about chatbots

Article • WARC Best Practice, May 2021

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

MTN Chat: Recharge without leaving your chats

Case Study • MMA Smarties, Bronze, EMEA, 2020

MTN, a telco brand, launched MTN Chat in South Africa and became the first telco in the world to use WhatsApp Business to engage with consumers.

When creativity is sidelined in e-commerce, here’s how to take back control

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Marketers who believe in only the short term have sidelined creativity, says MediaCom’s Josh Gallagher.

Are you listening? Synthetic voice and the future of audio advertising

Article • Silke Zetzsche, WARC Exclusive, March 2021

How brands can use synthetic voice in dynamic creative advertising.

What you need to know about interactive audio ads

Article • Flora Williams, WARC Exclusive, March 2021

A best practice guide to creating interactive audio advertising.

Beyond the Label: Mental Health Public Education

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

The National Council of Social Service (NCSS), a social services organisation, changed public opinion regarding people with mental health issues in Singapore thanks to its social campaign.

Voice assistants can influence purchasing decisions in India

News • 16 February 2021

Myriad local languages and digital literacy barriers mean brands in India require specific voice technology solutions.

Conversational AI improves efficiency but not CX in Asia

News • 12 February 2021

Conversational AI-based solutions helped APAC businesses be more effective during the pandemic but failed to raise the customer experience (CX) bar, according to Forrester.

Alexa, what did you say? Exciting opportunities for voice marketing in India

Article • Krish Velkar, WARC Exclusive, February, 2021

Ogilvy Mumbai’s Krish Velkar looks at how voice assistants can influence purchasing decisions in India.

Digital 2021: Life lived online

News • 28 January 2021

In a year when online time rocketed due to the pandemic, the average global internet user now spends two of every seven days of the week online, with around seven hours per day or 42% of our waking lives online.

Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

Where societal trends intersect with media trends

News • 18 January 2021

Fear of going out, more local living, increasingly digitally connected lives and a new focus on data privacy provide the context marketers will be working in during 2021 – and all this in a polarised society, adds the annual Carat Trends report.

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.

Zalo: The Digital Pioneer In Pandemic Prevention

Case Study • MMA Smarties, Gold, Vietnam, 2020

Zalo, a messaging app, accompanied the Vietnamese Government in communicating the most updated and accurate news about the COVID-19 pandemic and positioned itself as a trustworthy and reliable brand.

Tata Altroz: A car that sells itself

Case Study • MMA Smarties, Bronze, APAC, 2020

Tata Altroz, an automobile brand, used a voice-based chatbot to establish itself as a challenger brand in India.

dtac: CallMe VDO first voice detection banner

Case Study • MMA Smarties, Gold, APAC, 2020

DTAC, a telecommunications brand, launched its campaign CallMe VDO to demonstrate the brand's ability to innovate and lead the market in Thailand.

Hello Alexa, is there any survey for me? VAI (voice assisted interview) as a way to stop chasing respondents

Research Paper • Ennio Armato, ESOMAR Conference papers, Insights Festival, 2020

Smart speaker brand Amazon Echo was used to explore if Voice Assisted Interview (VAI) could gain insights from panels and offer fresh ways to reach the digital consumer in the US.

It’s time to talk: The role of a virtual assistant and AI in retail healthcare

Research Paper • Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020

Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.

We’re in it together! How a syndicated solution allowed pharma to understand the impact of COVID-19 on clinical practice

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2020

Instar, a global healthcare research agency, devised a research programme to minimise the market research burden for healthcare professionals while providing a consistent approach to tracking trends over time.

The Coca-Cola Company: "Alexa, send me a Diet Coke"

Case Study • Tom Curtis, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Coca-Cola ran a tech-enabled sampling campaign in the United Kingdom to recruit new drinkers and improve its sample targeting.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

Rice Krispies Treats: Krispie Kitchen

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Confectionery brand Rice Krispies Treats recruited a virtual assistant to increase sales in the holiday season and boost the connection between American parents and their kids in a fun new way.

Cracking the code for voice commerce

Article • Supriya Chabria and Mai Someya, Research on WARC, November, 2020

The introduction of voice assistants has opened new doors in the world of commerce, allowing consumers to shop using their voice alone.

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.
What we know about marketing on Facebook

Article • WARC Best Practice, May 2021

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.
Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.
What’s working in search

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in search.
What's working in tech-enabled marketing

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in tech-enabled marketing.
What we know about Artificial Intelligence

Article • WARC Best Practice, May 2020

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.