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Emily Goldhill, WARC Best Practice, June 2018
Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
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Rebecca Waring, WARC Best Practice, June 2018
Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.
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WARC Best Practice, June 2018
Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.
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WARC Best Practice, June 2018
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'.
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WARC Best Practice, June 2018
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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WARC Best Practice, June 2018
Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.
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Fiona Blades, Admap, June 2018, pp. 22-24
Most of the recent emphasis on context has related to brand content not being placed in unsavoury juxtapositions, programmatic advertising ending up on fringe sites, or decisions about whether to advertise in a medium such as Facebook, following negative publicity relating to its use of data.
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Lynn Hunsaker, Admap, June 2018, pp. 14-16
Customer value growth is the top expectation of most CMOs’ bosses and there remains an elusive strategic balance between customer acquisition and retention.
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WARC Best Practice, May 2018
Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
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WARC Best Practice, May 2018
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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WARC Best Practice, May 2018
Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.
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WARC Best Practice, May 2018
Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.
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WARC Best Practice, May 2018
Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
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WARC Best Practice, May 2018
Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.
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WARC Best Practice, May 2018
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.
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David L. Smith, WARC Best Practice, May 2018
ETL (Extract, Transform, Load) allows marketers to combine multiple data sources and contributes to increased data hygiene, which is essential for effective marketing.
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Dan Brown, Admap, May 2018, pp. 14-15
While the opportunities offered by digital media platforms and programmatic trading are significant, they have also created greater complexity for brand marketers, which, in turn, present additional challenges.
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Jenni Romaniuk, Admap, May 2018, pp. 10-12
Branding comprises not only a brand’s name, but also distinctive assets, or triggers, that evoke the brand name in category buyer memory.
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Oliver Feldwick, WARC Best Practice, April 2018
Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
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John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
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WARC Best Practice, April 2018
With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.
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Doreen Wang, WARC Best Practice, April 2018
Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.
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Neil Hopkins, WARC Best Practice, March 2018
Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.
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Fran Cassidy and Janet Hull, Market Leader, Quarter 2, 2018, pp. 51-53
Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.
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Belia E. Jimenez, WARC Best Practice, March 2018
To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.
