Data
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Rob Clapp, WARC Data Points, July 2021
An overview of the advertiser strategies currently being pursued.
Opinion
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Abhishek Deshmukh, July 2021
With three-quarters of APAC customers keen to spend more with companies providing great customer experience, Zendesk’s Abhishek Deshmukh says it is important for brands to engage more deeply and efficiently with customers.
Article
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Brian Carruthers, Event Reports, Lions Live, June 2021
Tesco, the UK supermarket chain, responded quickly to the various challenges posed by the COVID-19 pandemic, but it was only able to do so because it already had some “big ideas” in place and understood the needs of its customers.
Article
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Brittany Wickerson, WARC Exclusive, June 2021
As data regulations continuing changing, brands need to be more proactive with their first-party data strategies.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2021
PepsiCo, the food and beverage manufacturer, is drawing on three core trends as it thinks about the next ten years.
Article
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Sangeeta Tanwar, Event Reports, NGCX Summit Asia, June 2021
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.
Opinion
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WARC, June 2021
Chinese make-up brand Florasis’ co-founder Freeman shares how it rode on the Chinese-ness trend to disrupt the market amid stiff competition and become an internet hit virtually overnight.
Article
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Martin Harrison , WARC Best Practice, June, 2021
Much of the business-to-business (B2B) world has forgotten that business people think and act like regular consumers.
Opinion
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Gabey Goh, May 2021
To succeed in post-pandemic contexts, marketers will need to have a holistic understanding of what drives retention and accurately estimate customer value, argues WARC’s Asia Editor, Gabey Goh.
Article
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Kiron Kesav, WARC Exclusive, Spotlight SEA, May 2021
PHD Media’s Kiron Kesav argues that marketers should not shy away from dark social activities but instead, dive in to find opportunities to engage.
Opinion
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WARC, May 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.
Article
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Moises Cohen and Elizabeth Thomas, WARC Webinars, May 2021
Kantar's Moises Cohen and Elizabeth Thomas share practical advice on building future-fit CLV models which boost customer retention and build deeper relationships.
Article
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WARC Best Practice, May 2021
Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.
Opinion
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Anna Hamill, May 2021
Customer retention is top of mind for many brands after a year in which shopper behaviours and category norms have been turned upside down. The new WARC Guide to Customer Retention examines the nuances of retention marketing in 2021.
Article
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Danny Silverman, WARC Exclusive, May 2021
With e-commerce penetration booming in the COVID-19 era, how can brands boost customer retention on online platforms such as Amazon?
Article
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Natasha van der Pas, WARC Exclusive, May 2021
In the eyes of shoppers, a loyalty programme is only ever as good as its rewards, but too often the redemption strategy and process is not prioritised by brands.
Article
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WARC Best Practice, May 2021
A summary of new thinking and best practice on customer retention.
Article
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Martin Hayward, WARC Exclusive, May 2021
After an extraordinary period of enforced distancing between brands and their customers, the next year marks a challenging period for brand owners to re-establish relationships and relevance.
Article
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Moises Cohen and Elizabeth Thomas, WARC Exclusive, May 2021
Customer lifetime value has long been a mainstay concept in marketing – as economies move closer towards service-based models that are digitally driven, companies increasingly derive revenue from the creation and maintenance of long-term relationships with their customers.
Article
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Christina Stahlkopf, WARC Best Practice, May 2021
Examines why H-E-B, a regional grocer with little to no brand recognition outside its footprint, consistently rates as a top US company in C Space’s benchmark survey.
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.
