Best Practice
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Article •
This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.
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This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.
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This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.
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This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
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This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.
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This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.
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This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.
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This article provides marketers with information and guidance about the most effective approaches to using music in advertising.
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This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.
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This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.
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This article explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.
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This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.
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This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.
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This article explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.
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This article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.
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This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.
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This article summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.
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This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.
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This article summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.
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This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
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This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.
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This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.
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This article summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.
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This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
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This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.