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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.

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.

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.

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.

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.

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.

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.

What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

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.

How AI is driving customer engagement and experience

Research Paper • Rajiv Lamba, ESOMAR Conference papers, APAC, 2020

This paper discusses developing an AI-based customer experience monitoring (CXM) tool in Bahasa Indonesian to reduce customer churn-out in Indonesia.

Giving voice to the voiceless: Conducting research with the disempowered through AI-powered voice survey technology

Research Paper • Violet Lazarevic, Anne-Marie Moir and Jonathan Prosser, ESOMAR Conference papers, APAC, 2020

Telstra, a telecommunications and technology company, investigated AI-powered voice surveys as an alternative survey format for commercial research in Australia, particularly in terms of capturing a more inclusive spectrum of respondents including disempowered members of society.

Are you ready to meet EVE? Using conversational AI to deliver consumer insights

Research Paper • Garreth Chandler and Tom Caley, ESOMAR Conference papers, APAC, 2020

This paper explores the benefits of using conversational AI to deliver consumer insights by presenting the development and application of the chatbot EVE (Evolved Verbatim Engine), which was designed to chat with people as part of, and instead of, a structured survey in Australia.

Talking with machines: Chatbots as a powerful insights tool

Research Paper • João Pedro Calixto and Marcelo Chanis, ESOMAR Conference papers, Latin America, 2020

This paper explores developing chatbots to conduct market research interviews that are simultaneously qualitative and quantitative and can rapidly obtain data at a low cost.

Artificial intelligence in telecom: Building genuine relations to improve customer experience

Research Paper • Andrea Maldonado, Natalia Carrasco, Catalina Bonnet and Hector Navarrete, ESOMAR Conference papers, Latin America, 2020

Entel, a telecommunications brand, explored how to devise a personality for its chatbot, which would both align with the brand's image and meet customers' expectations in Chile.

The State of the Industry: Mobile Marketing in India 2020

Data • WARC Data, October 2020

Summarises the findings of WARC's latest mobile marketing survey, conducted across India on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Brands can tackle ‘sonic racism’

News • 19 October 2020

The advertising and marketing industries need to understand that racism isn’t just a visual or textual issue – it’s a sonic issue as well, says a director of Pandora’s audio-first creative consultancy.

Algorithmic fairness must be at the heart of the tech we design

Article • Henrik Nordmark, WARC Exclusive, October, 2020

Henrik Nordmark, Head of Data Science at data science company Profusion, explains why algorithms are biased, and why mishandling algorithms leads to outcomes such as the UK’s recent exam results fiasco.

Black Voices Matter: How brands can cross the Sonic Color Line

Article • Steve Keller, WARC Exclusive, October 2020

Examines how the sonic color line is pervasive in marketing, and the ripple effects sonic stereotypes perpetuate.

Trends of the Month: AVOD, voice search and gaming

Opinion • Rob Clapp, October 2020

This month: the growing appeal of advertising video-on-demand, voice and visual search reach a milestone and how advertisers can deliver gaming success.

Half of online consumers have used voice or visual search in the past month

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), September 2020

An overview of consumer use of voice and visual search globally and in specific regions.

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Bronze, 2020

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

Mentos: Say Hello

Case Study • Simon Clancy, Shuhei Yasunaga, Chang Soo Lee, Theresse Angeles, WARC Prize for Asian Strategy, Entrant, 2020

Global confectionery brand Mentos reignited its relationship with Japanese youth through a Twitter chatbot simulation that successfully reversed a decline in followers.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, WARC Prize for Asian Strategy, Entrant, 2020

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

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.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
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.
Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
Marketer's Toolkit 2020: Data Report

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.
What’s working in search

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in search.