Best Practice

How Conversational AI is transforming conversational commerce – and how your business can start

Article • P.V. Kannan, WARC Best Practice, January 2020

This article provides a roadmap for how to use AI to build conversational commerce into solutions that work for both brand and customer.

What we know about newspaper audiences

Article • WARC Best Practice, January 2020

Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

What’s working in augmented and virtual reality

Article • WARC Category Intelligence, January 2020

Global strategies, campaign updates and trends in augmented and virtual reality.

How to make short-form video resonate

Article • Mihkel Jäätma, WARC Best Practice, January 2020

With short-form video advertising becoming more popular, marketers need to better understand how to make shorter formats engaging.

What we know about marketing on Facebook

Article • WARC Best Practice, January 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.

What we know about personalisation

Article • WARC Best Practice, January 2020

Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

What we know about marketing on WeChat

Article • WARC Best Practice, January 2020

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'.

What we know about seasonal and occasion marketing

Article • WARC Best Practice, January 2020

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.

What we know about marketing on Pinterest

Article • WARC Best Practice, January 2020

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.

What is the role of distinctive brand assets

Article • WARC Evidence, January 2020

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.

What we know about recall and recognition

Article • WARC Best Practice, January 2020

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

What we know about marketing on Snapchat

Article • WARC Best Practice, January 2020

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

What we know about marketing on Twitter

Article • WARC Best Practice, January 2020

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.

What we know about marketing on LinkedIn

Article • WARC Best Practice, January 2020

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

What we know about brand and advertising awareness

Article • WARC Best Practice, January 2020

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.

What we know about brand loyalty

Article • WARC Best Practice, January 2020

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

What we know about influencers in China

Article • WARC Best Practice, January 2020

This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.

What we know about Super Bowl advertising

Article • WARC Best Practice, December 2019

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

What we know about newspaper effectiveness

Article • WARC Best Practice, December 2019

Covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

What we know about programmatic

Article • WARC Best Practice, December 2019

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

What we know about experiential marketing and sampling

Article • WARC Best Practice, December 2019

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

What we know about internal marketing and employee engagement

Article • WARC Best Practice, December 2019

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

What we know about social listening and real time research

Article • WARC Best Practice, December 2019

Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

What we know about mobile research

Article • WARC Best Practice, December 2019

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.