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.
Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
Stuart Crawford-Browne, WARC Best Practice, July 2016
This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.
With the threat of global recession looming, brands need to consider contingency plans for their marketing strategies – and new research suggests the traditional areas to be cut at such times may not be the right ones.
Investigates the ideal synergy between technology and employees in US companies, particularly AI. AI offers multiple benefits in scaling and personalization of all parts of the customer journey, but too much technology can degrade the customer experience.
This article focuses on the growth of the digital health and wellness sector, with an emphasis not only on what sub-categories are expanding, but also on how this is affecting the marketing approach of some brands outside the category, which are integrating health and wellness into their offerings.
Brian Carruthers, Event Reports, Digital Transformation Conference, November 2019
Aviva, the British insurance multinational, is adapting its thinking around customer experience questions and adopting terminology and processes that have helped to show the boardroom the importance of CX.
Content can transform the way that consumers experience the brand, according to Unilever’s senior global brand director, who believes that the blurring of the boundaries between offline and online offers rich pickings for generating content.
Weltmeister Automobile, the Chinese electric vehicle brand, believes a brand is more than just a brand and has developed the notion of the ‘brand as platform’ – even though this can at times seem to conflict with brand-building principles.
Digital platforms are growing ever-more influential and 2020 will see marketers increasingly tasked with building their brands within ecosystems over which they have little or no control, a new WARC report says.
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy report provides both quantitative and qualitative data on the current state and future expectations of the discipline.