Dirk Huisman and Joris Huisman, ESOMAR, Congress, 2018
Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.
HOBOKEN, NJ: A brand’s ability to deploy impactful and efficient marketing strategies depends on how it understands and responds to relevant consumer journeys, so the ability to map these across all touchpoints and channels is essential for ...
NEW DELHI: India is the second-largest smartphone market in the world and now Facebook has launched an initiative in the country to help brands reduce the number of consumers who drop out from their mobile purchase journeys.
YeeMei Chan, Hernan Sanchez and Kimberley Hiu, ESOMAR, APAC, 2018
Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.
Ramanathan Vythilingam, ESOMAR, APAC, 2018
Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.
LONDON: Heineken, the Dutch brewer, is rethinking the path to purchase in recognition of the new environment in which consumers perceive brands - with many more touchpoints than ever before now seen as points of purchase.
Sam Peña-Taylor, Event Reports, Supercharged, May 2018
With huge brands, such as the Dutch lager brand Heineken, thinking about a conversion 'funnel' is no longer particularly useful, as online and offline mix and brands aim for an extended consumer relationship.
Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
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.
Welcome back to WARC!
We’ve made some exciting changes since your last visit, bringing you:
Latest category insights straight to your homepage