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What Share of Search can and can’t do

Article • Sam Peña-Taylor, Event Reports, DMX Dublin, March 2021

Share of search has been shown to be a remarkably accurate proxy for share of voice and therefore market share – three experts consider its advantages and limitations.

If digital transformation is the question, knowledge graphs are the answer

Article • Jon Buss, WARC Exclusive, March 2021

Offers advice for brands on how to organise information on the web.

What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.

What Google’s rejection of individual-level ad IDs means for marketers

Opinion • Chris Charman, March 2021

Google has said it plans to end individual tracking on the open web. Chris Charman considers some next steps for advertisers.

Four questions to ask when building an e-commerce marketplace strategy

Article • Brian Carruthers, Event Reports, Retail Week’s Accelerating Ecommerce Week, February 2021

Online marketplaces have seen a surge in activity during a year of pandemic-driven lockdowns and stay-at-home orders.

Using regional share of search to hack brand growth

Article • Lars-Alexander Mayer, WARC Exclusive, March 2021

A new model for using search data to uncover regional growth opportunities.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

adidas: Winning retail search with price (extensions)

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

adidas, a sportswear brand, rewrote the code on Google so that its ads would automatically fetch product data from the Google Merchant Centre (GMC) feed in Southeast Asia, Australia and New Zealand.

Retail media trends to watch out for in 2021

Opinion • Patrick Miller, March 2021

This article is part of a series of articles from the WARC Guide to shoppable media.

Nescafé: Increase Search Visibility in Coffee Category

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Nescafé, a brand of coffee made by Nestlé, increased e-commerce sales in Indonesia by launching an SEO campaign that used keyword triggers to create bespoke content encouraging new and innovative ways to enjoy its coffee.

Shopify’s four tips for e-commerce success in 2021

Article • Brian Carruthers, Event Reports, Retail Week's Accelerating Ecommerce Week, February 2021

Retailers had to rapidly pivot to online shopping during 2020 and will have to further refine their e-commerce strategies in 2021.

Four ways that marketers can engage baby boomers using digital

News • 08 February 2021

Marketers hoping to engage baby boomers online should tap the power of search, social and user reviews, while also rethinking outmoded stereotypes, a study by Hootsuite, the social-media management platform, has argued.

Brands need to unpack consumer signals in real time

News • 04 February 2021

With digital interactions between consumers and brands in Australia overtaking offline ones, brands are having to adapt at pace, says OMD Australia’s Mette Breith.

How to better reach and resonate with baby boomers online

Article • Sarah Dawley , WARC Best Practice, February, 2021

This article incorporates findings from Hootsuite’s Social Trends 2021 report (a survey of 11,189 marketers), as well as Hootsuite and We Are Social’s Digital 2021 report (a global look at emerging digital behaviors with data from over 220 countries and territories).

What do booming sales for Corona beer say about brands?

Opinion • Mike Teasdale, January 2021

Corona’s 2020 experience is proof that brands are astonishingly resilient, and you must work damn hard to damage one when it is built properly - Mike Teasdale explores what’s happening under the surface.

News Media Bargaining Code fight escalates with Facebook, Google ultimatums

News • 25 January 2021

Social media giant Facebook has added its voice in opposition to the proposed NMBC, saying it would have to prioritise other markets and stop hosting news in Australia; Google, meanwhile, has said it would need to pull out of the Australian search ma

Mermaids: Re-educating Google

Case Study • DMA (UK), Silver, 2020

Mermaids, a charity that supports transgender children, tackled Google’s algorithm by launching a search-based campaign to ensure parents’ most Googled questions were given accurate answers through links to its website.

Seven powerful research insights that brands need to know in 2021

Opinion • Lena Roland, January 2021

Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.

No, share of search won't replace share of voice

Opinion • Shann Biglione, January 2021

This article is part of a series of articles from the WARC Guide to new research in marketing.

Share of search: The most important metric you’ve never heard of

Article • James Hankins, WARC Exclusive, January 2021

Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.

Are you geared for growth? How to apply Share of Search as a strategic diagnostic

Article • James Hankins, WARC Exclusive, January 2021

Builds on Share of Search as an analytic tool, introducing additional analysis techniques.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.

Why it makes strategic sense to split out Digital Availability and why language is important for “light consumers” of marketing knowledge

Article • James Hankins , WARC Exclusive, January 2021

Why it makes strategic sense to split out Digital Availability and why language is important for “light consumers” of marketing knowledge.

WARC의 새로운 마케팅 리서치 가이드

Article • WARC Best Practice, January 2021

새로운 마케팅 리서치에 대한 새로운 사고와 모범 사례 요약.

Google: Shopping Answers Made Easy

Case Study • MMA Smarties, Bronze, APAC, 2020

Google, a technology company, introduced its Google Shopping Search to APAC to educate consumers on the fact that Google Search is the easiest way to make shopping decisions.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
Share of search: The most important metric you’ve never heard of

Article • James Hankins, WARC Exclusive, January 2021

Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.