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Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

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Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

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

Article

Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.

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Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

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The latest research on advertising in cinemas shows that movies are seeing a resurgence in popularity among young and senior audiences alike – and that cinemas are a positive environment in which people are more emotionally engaged, and receptive to advertising.

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Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Article

Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

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Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

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Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures and at a time of social change.

Article

Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Article

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

Article

This article provides marketers with information and guidance on generating earned media.

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Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

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.

Article

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

Article

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Article

Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

Article

Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

Article

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

Article

Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

Provides marketers with information and guidance about using native advertising.