Article
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Corinne Sklar, Jorrit DeVries and Alyssa Hennessy, WARC Webinars, April 2021
Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.
Opinion
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Shiona McDougall, April 2021
What’s the future of loyalty? How we answer the question depends on a number of factors. Where are we starting from? How far into the future are we looking? What effort are you prepared to go to? What do you mean by loyalty?
Article
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Kevin Arsham, WARC Exclusive, April 2021
Kevin Arsham, Partner, B2B Specialist at MediaCom, argues that a balanced strategy is crucial in B2B marketing.
Opinion
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Kam Phullar, March 2021
Marketers can be obsessed with the “next generation” of younger consumers, but the over 65s are an increasingly valuable customer base. The world’s population is ageing and it’s anticipated that one out of every five people in the world will be 65+ by 2050. And this group also holds an ever increasing proportion of global wealth, estimated to be around US$15 trillion .
Article
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Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020
Prudential, the financial-services provider, had to rapidly adapt to the changing needs of participants in its retirement plans during the COVID-19 pandemic.
Opinion
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Rohit Arora, March 2021
Customer Lifetime Value is a crucial metric in the marketing of modern services - Rohit Arora explores the core ideas.
Article
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Bryce Whitwam, Adjunct Instructor, New York University School of Professional Studies, WARC Exclusive, January 2021
China’s latest buzzword for the past year is 'Private Traffic' (私域流量), a phenomenon that has been getting a lot of attention recently, mainly due to the success of Chinese cosmetics company, Perfect Diary.
News
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19 February 2021
Customer retention, rather than customer acquisition, is a growing marketing trend forced on brands by the coronavirus pandemic, and a new global study seeks to provide insights into how brands can win long-term relationships with consumers.
Article
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Stephen Whiteside, Event Reports, The Great Debates: Marketing Growth Frameworks, June 2020
Research by Peter Fader, professor of marketing at The Wharton School of the University of Pennsylvania, highlights the importance of customer lifetime value (CLV) to driving brand growth.
News
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10 February 2021
Brands that excelled at customer service and support made strategic investments in empowering their customer service teams with the right training, technology, and insights to deliver better CX amidst the crisis, according to a new report.
Article
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Jenny Chan, WARC Exclusive, February 2021
It is essential to remember that Tmall is not just an e-commerce marketplace, but the biggest shopping ‘mall’ in the world and in that context, a luxury brand’s e-commerce content cannot be solely focused on selling and needs to significantly double down on storytelling and showcases.
News
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22 January 2021
Three-quarters (74%) of businesses in the UK intend to increase their marketing research budgets this year to improve their reach to potential customers, according to a new survey from Stravito, the consumer insights platform.
News
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08 January 2021
If 2020 taught us anything, it was to be flexible.
News
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21 December 2020
Specsavers, the British optician and audiologist increased sales by using first-party data yielded from its online appointment-booking tool to prompt patients overdue for an eye test, reducing empty appointment slots and growing sales.
News
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10 December 2020
Research suggests that the jolt of the pandemic has nudged clients into taking more ambitious bets in creative and strategic fields.
Research Paper
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MRS Awards Papers, Winner, MRS Award for Business-to-Business Research, 2020
City and Guilds (C&G) Group, a leader in skills development, revitalised its programme and provided new insights to shape business actions and drive change.
Article
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Nick Liddell, WARC Exclusive, December 2020
Developed in 1984 by Japanese Professor Noriaki Kano, The Kano Model classifies the features of a brand experience into five categories, depending on their ability to drive customer satisfaction.
Article
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Jenn Szekely, WARC Exclusive, November 2020
This article explains how analog approaches such as hand written notes and print catalogs can make the difference to customers in an increasingly e-commerce world.
News
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23 November 2020
Telecoms giants have benefited massively since March, and none more than Giffgaff, the mobile virtual network operator, which emerged as the fourth best performing business across all sectors under lockdown in an Opportunity Index devised by Yonder.
Article
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Manfred Abraham, WARC Exclusive, November, 2020
A ranking of brands by customer experience during COVID-19.
Research Paper
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Kamilia Bahia, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 758-779
Despite the interest of consumer relationship proneness (CRP) in consumer behavior research and managerial practice in Relationship Marketing, its past conceptualization and measurement bear several shortcomings.
Research Paper
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Gustavo Imhof and Phil Klaus, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 673-688
Customer experience (CX) has evolved into a top priority of business executives worldwide. CX is a key determinant of long-term corporate success.
Research Paper
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Xin Zhao, Na Fu, Susan Taylor, and Patrick C Flood, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 707-724
This study aims to extend our understanding of the customer-service team relationship from a new angle, that is, the customer psychological contract.
Article
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Emma Phipps, ANA, B2B Marketer, November 2020
Across the USA, small- and medium-sized businesses (SMBs) are suffering from closures, restrictions, and changes brought about by COVID-19 and many are scrambling to stay in business.
News
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04 November 2020
Delta Air Lines, the air carrier, has been able to draw on its enduring brand values of empathy and humanity as it serves those passengers who continue to fly in the midst of the COVID-19 pandemic.
