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Data

An overview of linear TV's daily reach and consumption in Australia, Germany, the UK and the United States.

Article

随着营销的数字化发展,品牌方在站内站外的媒介投放也逐步加大。然而,由于技术的局限,品牌方不得不面对媒介策略割裂、媒介预算分配困难、媒介效果追踪断层等痛点。对此,数据服务提供商可以帮助品牌商在预算规划、路径设计、投放落地、执行监控以及效果评估五个维度上,最终实现全域营销价值的最大化。

Article

The pandemic forced socialising online.

Article

The rise of personal technology and, in particular, ownership of smart mobile phones has radically changed the way market research can be done.

Opinion

As the post-pandemic world approaches, businesses shouldn’t rush to settle back into the old normal – or even to replace it with a new one, says strategist Warwick Cairns. Instead, 2021 offers once-in-a-generation opportunities to keep on experimenting to develop better, more effective working practices.

Article

Brand advocacy leads to brand trust and the promotion of products and services by buyers, so brands that master the art of advocacy will win the consumers of the future.

Article

Ipsos looks at how brands and agencies can produce more effective creative and what routes, processes or ingredients they need to get to the top.

Article

Brands need to understand how cultural norms and nuances play into people’s purchasing decisions – an influencer of consumer behavior that has, until now, been largely overlooked by marketers.

Opinion

Yet another millennial-targeting, direct-to-consumer disrupter wannabe with cult-like followings…? Don’t brush them off. Legacy companies are taking notes as DTC brands seem to be outsmarting, outpacing, and outmaneuvering them. Jenny Chan, WARC’s China Editor, ruminates about their moves in this Spotlight series.

Opinion

Even though Amazon is experiencing extraordinary growth, has plentiful reserves and is much admired, is Andy Jassy inheriting a poisoned chalice when he takes over as CEO next month? Can he emulate Jeff Bezos’ success in the mid to long term, wonder Se á n Meehan and Charlie Dawson?

Data

An overview of the cost-per-click of Amazon advertising in the United States since January 2020.

Data

An overview of engagement with social media advertising in Southeast Asia.

Data

An overview of barriers to mobile marketing's growth according to marketing professionals in EMEA.

Article

China’s DTC or direct-to-consumer brands are shapeless like water, says OMD China’s Mimi Lu, with fluid branding, a fluid omnichannel and fluid segmentation based on small data.

Opinion

Coming from an investment background, Uki Zhang, Genki Forest’s partner and head of functional brands and products, is now selling sparkling water and tea, as well as building a new energy drink sub-brand – she shares the disruptor brand’s plans to go global.

Opinion

BuffX founder Kang Le shares how his functional food brand achieved rapid e-commerce success with nutritional gummies that target strong consumer need for good sleep and energy.

Article

The term “direct to consumer” or DTC may have been coined by Western brands it is not an entirely new concept in China where DDB China Group’s Laura Liang says the mature e-commerce scene has produced pioneer brands that have been following the DTC business model.

Article

Popular Chinese coffee brand Saturnbird is driving growth with an evolving consumer-centric strategy that emphasises creativity and community connections.

Article

Amplified Intelligence has been proving the value of attention as a measure of quality reach for several years.

Article

Joel Rubinson, president of Rubinson Partners, and Greg Stuart, CEO of MMA Global discuss the movable middle as a new way to target consumers and how it could replace reach as the basis of effective media planning.

Article

Humour isn’t used in advertising as much as it used to be a decade or more ago, but the time may be right for brands to seriously consider adding this particular element to their marketing toolkit.

Opinion

Operating models may sound arcane but they are increasingly critical to making sure marketers have the external partners they need, explains Susy Pyzer-Knapp, Design Practice Lead at ID Comms.

Article

One of the simplest and most powerful tools in a brand strategist’s toolkit, the SFW test can be used every day.

Article

Provides guidance for brands on connecting with Generation Z.

Opinion

Bencross is the home-furnishings disruptor that grew this hitherto undeveloped market in China and Bencross CEO Sheldon Li shares how the brand and the Chinese consumer have evolved since the company was established six years ago.