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The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

Mermaids: Re-educating Google

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Mermaids, a charity supporting transgender youth, assisted parents to support their transgender children in the UK by intercepting Google's algorithm to provide them with supportive resources rather than misleading results.

The new rules of search

Article • Matt Dailey, WARC Best Practice, August 2021

Advice on how marketers can adapt search strategies in the post-pandemic era.

What's working in search 2021

Article • WARC Category Intelligence, August 2021

Global strategies, campaign updates and trends in search.

44% of SEA consumers play video games while watching TV

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2021

An overview of multiscreening (activities done when watching TV) in Southeast Asia.

Mashreq Bank: Journey to happiness

Case Study • Asih Wulansari, Bilal Soomro, WARC Prize for MENA Strategy, Entrant, 2021

Mashreq, the bank, transitioned away from its traditional lead-generation customer acquisition model with an always-on digital campaign in the UAE.

Do you need online ads to drive online sales?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report asks whether the assumption that online sales require online ads needs to be challenged.

How do you balance brand-building and performance for online sales?

Article • WARC Exclusive, June 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report looks at how to balance brand-building and performance marketing for digital sales.

Indonesia, Search advertising expenditure

Data • Cinzia Petio, WARC Data Points, July 2021

An overview of total search advertising spend in Indonesia since 2019.

Why building brands is a growing priority for China’s digital marketers

Opinion • Lv Zhi Guo 吕志国, June 2021

Umeng+ (pronounced “you mong” in English) is a widely used analytics platform for mobile applications in China. Founded in 2010, the Alibaba-owned but independently-managed company serves developers who require statistical tools to help them analyse mobile data, understand their users’ in-app behaviour, and cross-promote apps via their app networks. As of 2020, Umeng+ services two million mobile apps, of which Chinese ones form about 65%.

Does brand matter in digital commerce?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report addresses the importance of brand in digital commerce.

Parkdean Resorts x Rise at seven: Dominating the market post pandemic

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Parkdean Resorts, a national holiday provider in the UK, launched a campaign to dominate the search market during a difficult period for the travel industry.

Word-of-mouth is most popular way to discover brands in China

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), June 2021

An overview of brand discovery in China.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.

The Big Exchange: Make money count for more

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

The Big Exchange, a platform offering actively managed funds for everyone to invest in, launched a campaign in the UK to encourage people to use its service.

Confused.com: Confusion to clarity

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

British insurance comparison website Confused.com diversified its communications mix and positioned itself as a challenger to grow revenue, market share, awareness and differentiation.

Western media and celebrities: Do they influence SEA consumers’ purchasing behaviour?

Article • Deridian Nurhalim, WARC Trends, June, 2021

Hollywood celebrities and Western media appear to shape Southeast Asia’s online interest in products and iPrice Group’s Deridian Nurhalim says this is especially evident in two countries – Singapore and the Philippines.

China, Search advertising expenditure

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of total search advertising spend in China since 2012.

Building successful search strategies for travel brands

Article • Jodie Brookton, WARC Exclusive, May, 2021

As travel starts up again post-COVID 19, brands will need to ensure their search strategy is optimised to capitalise.

Search strategies for customer retention on e-commerce platforms

Article • Danny Silverman, WARC Exclusive, May 2021

With around half of product searches starting on Amazon, brands need savvy paid search strategies to capture potential customers and keep them coming back.

The WARC Guide to customer retention

Article • WARC Best Practice, May 2021

A summary of new thinking and best practice on customer retention.

Edge by Ascential: Share of search report – Understand your share of voice for the most popular Beer search terms

Article • Edge by Ascential, Research on WARC, April 2021

This report assesses search performance across the beer category in major Singapore retailers.

Edge by Ascential: Share of search report – Understand your share of voice for the most popular cosmetics search terms

Article • Edge by Ascential, Research on WARC, April 2021

This report assesses search performance across the cosmetics category in major Singapore retailers.

Yalı Spor: The Great Google Shopping Hack

Case Study • MMA Smarties, Silver, EMEA, 2020

Yali Spor, a sportswear retailer, merged Google Analytics and CRM data to reduce the cost of sales and increase the conversion rate and return on investment (ROI).

WARC Talks: Digital rent and digital availability

Article • Grace Kite and Gemma Spence, WARC Exclusive, April 2021

WARC talks digital rent and digital availability with Grace Kite, founder of Gracious Economics, and Gemma Spence, chief commerce officer at PHD Media.

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.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
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.
The WARC Guide to customer retention

Article • WARC Best Practice, May 2021

A summary of new thinking and best practice on customer retention.
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.