Content marketing, the means of reaching audiences and engaging with them, is perhaps as important now during a global pandemic than ever before, yet a new survey suggests business-to-business (B2B) marketers have some important challenges to ...
Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
Elijah Whaley, Parklu, WARC Exclusive, May 2020
In China, customer acquisition costs (CAC) are outpacing customer lifetime values (LTV) and the reality is, there is little companies can do to reduce CAC online as the gatekeepers (social/e-commerce platforms and KOLs) hold the keys to consumer attention, but Parklu believes a focus on LTV can countervail CAC.
As the expected ‘new normal’ of COVID-19 begins to emerge, with some markets relaxing lockdowns, Google’s own media buyers are moving from crisis reaction and into a more pragmatic response phase with a sharper eye for effectiveness and ...
A new analysis of WARC’s database sheds light on the changing benchmarks in returns on investment (ROI) in marketing, showing what marketers should expect from successful advertising campaigns. Over 1100 WARC case studies since the year 2000 ...
With the launch of a new report and online tool for working out optimal media mixes, Thinkbox aims to provide a starting point for investment decisions based on an econometric analysis of over £1 billion of media spend – and no, it’s not just about ...
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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