Gareth Ellen, Admap, July/August 2018, pp. 27-29
Everything is connected and, increasingly, things are delivered as part of an experience vs. a communication so, in order to evolve, planning needs to understand those connections and find the best way to build brands through and within them.
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.
Many organisations jumped on the customer experience bandwagon without a comprehensive understanding of what a customer experience is and as a result, don’t know what it takes to improve a customer experience, let alone how to take it to the next level.
Harvey Sarjant, Admap, February 2018, pp. 44-45
Advertisers can serve digital advertising to the right audience, but if the individuals targeted aren’t in the right frame of mind or at the right stage of the path to purchase, they are wasting their time.
In this webinar, Jonathan Dodd (Chief Strategy Officer, Geometry Global), Matt Robins (EMEA Planning Director, Geometry Global) and Richard Bradford (Group Strategy Director, MEC UK) discuss how brands should be communicating with consumers at key moments in the path to purchase.
LONDON: Brands need to understand buying behaviours in their particular category – and the role of signifiers such as quality, price and utility – in order to create effective marketing across the customer journey, according to two ...
Jonathan Dodd and Matt Robins, Admap Magazine, September 2017, pp. 22-25
This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.
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.