Advertising best practice, evidence and insights

How FMCG brands can blend traditional retail and e-commerce post-COVID-19

Article • Ed Cox, WARC Exclusive, June 2020

COVID-19 has prompted many brands to beef up their e-commerce presence or direct to consumer strategies to supplement traditional retail channels.

Google will pay some publishers for news content

News • 26 June 2020

Google has developed a licensing initiative that will see the internet giant pay participating publishers for high quality news content, while helping them build stronger relationships with readers.

How FMCG brands can respond to change after COVID-19

Opinion • Jess Smith, June 2020

The pandemic has changed consumer behaviour and there will be further changes in their wants and needs in the months ahead.

Digital dominates discovery in APAC, while mobile sites trump mobile apps

Article • Low Lai Chow, Event Reports, Sitecore virtual summit, June 2020

The APAC region will continue to lead in adoption and use of digital and mobile channels for purchases, long after COVID-19 lockdown measures are lifted.

How to prepare for playing in the Google Privacy Sandbox

Article • Jack Shearring, WARC Exclusive, May 2020

Explores the impact of Google’s decision to phase out third-party cookies from its Chrome browser.

Racold: Mind Your Language

Case Study • Sabiha Khan, Aakash Chatterjee, Provit Chemmani, WARC Awards, Entrant, Effective Innovation, 2020

Water heater brand Racold exploited Indians' e-commerce mistypes to spell a disproportionate increase in sales vs money spent in the highly competitive online market.

Paid search ads should avoid one-size-fits-all strategy

News • 17 April 2020

Advertisers should avoid a “one-size-fits-all strategy” for paid search, and instead leverage different approaches for smartphones, tablets and desktop, according to a study in the Journal of Advertising Research (JAR).

Consumers’ online behaviour transformed by COVID-19 pandemic

News • 16 April 2020

New research from online brand management company Yext offers insight into how people’s use of online search has changed around the world since the COVID-19 pandemic took off.

The digital skills gap

Article • Research on WARC, March 2020

Provides guidance for digital marketers who need to be able to not only recruit the best people, but alsokeep up-to-date with changes in technology and working culture in order to retain them.

How to win at Amazon’s Prime Day

Article • Dan Simmonds, WARC Exclusive, March 2020

A five-step guide to optimising brand visibility and communications around Amazon’s Prime Day e-commerce sales event.

How to get your SEO right

News • 12 March 2020

Search remains a key tool in the marketing armoury, enabling consumers to find the information they require, and by following a clear process, advertisers can boost visits and – ultimately – drive sales.

Effective digital marketing begins with an emotional connection

Article • Biprorshee Das, Event Reports, World Digital Marketing Congress, February 2020

Techdivine Creative Services CEO Ananthanarayan V takes attendees through the critical points of effective digital marketing at the World Digital Marketing Congress 2020 in Mumbai, India.

How to stay at the forefront of SEO trends

Article • Caitlin Robertson, WARC Best Practice, March 2020

A best practice guide to improving a brand’s organic search strategy, including technical improvements and on-page and off-page activities.

Click-through behavior across devices in paid search advertising: Why users favor top paid search ads and are sensitive to ad position change

Research Paper • Chongyu Lu and Rex Yuxing Du, Journal of Advertising Research, Digital First, February 2020

This study investigated differences in consumer click-through behavior with paid search advertisement across devices – smartphone versus desktop versus tablet.

Where creative meets commerce: Orchestrating brand experience in digital marketplaces

Article • Research on WARC, February 2020

A look at four trends defining the landscape reveals what every manufacturer should know about the state of brand storytelling on digital marketplaces – and why it matters so much.

Voice search and regional languages change how Indians access the internet

News • 25 February 2020

Voice assistants are increasingly changing the way Indians search for information via their mobiles, new research shows.

Fantasy Life

Case Study • SABRE Awards, IN2, North America, Best in Digital Marketing/Advertising, 2020

Fantasy sports app, Fantasy Life, used an integrated strategy to reach fantasy football fans in the US and create standout for the platform.

Search Marketing in 2020: A behaviour, not a channel

Article • Shaun Myandee, WARC Exclusive, February 2020

Evolution in search behaviours from text-based to social, visual and voice across multi-platforms requires market to develop new search strategies in 2020.

Twitter: Magpie – A 100% AI-driven multi-channel marketing campaign

Case Study • Data and Marketing Association, Gold, 2019

Twitter, a social media platform, increased conversions in the UK by creating Magpie, a custom campaign management tool that helped marketers serve targeted ads.

The Walt Disney Company, EMEA: Marvel consumer journey – Building a better understanding of consumer behaviour

Case Study • Data and Marketing Association, Silver, 2019

The Walt Disney Company, a mass media conglomerate, used data to gain a detailed picture of consumer behaviour that would help it target audiences in the future.

How non-destination brands can win the e-commerce holidays

Article • Chris Perry, Admap, December 2019

Retail holidays such as Black Friday, Cyber Monday and Amazon Prime Day are major opportunities for brands to make an impact.

Royal Botanic Gardens, Kew: Smart advertising delivers record visitor numbers

Case Study • Data and Marketing Association, Gold, 2019

Royal Botanic Gardens, Kew, a non-departmental public body, increased footfall and ticket sales in the UK by launching a reformed search strategy to track and improve Google Ad Grant campaigns.

Benefit: The Benefit of Voice

Case Study • Data and Marketing Association, Bronze, 2019

Benefit, a cosmetics brand, used voice search and structure data in the UK to ensure it is the only voice being heard in the cosmetics industry.

Is your brand about to be filtered out? Marketing in the algorithm economy

Article • Prof. Steven Van Belleghem, WARC Exclusive, November 2019

Looks at how marketers will need to adapt to the voice advertising models of the future and evolve into one of three relationship triangles with them, and the customer.

Global Ad Trends: Search growth has cooled and voice is a niche pursuit

News • 21 November 2019

Search advertising now accounts for 22 cents in every ad dollar, despite slowing overall growth and a flatlining share of all internet advertising, while voice and visual search are yet to materialise in a meaningful way. This is according to ...