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Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.

How Honour of Kings helped Tencent conquer the branded-content space on social media

News • 06 January 2021

Tencent’s Honour of Kings is undisputedly the world’s most popular game, and in the mobile space its winning formula of compelling content, brief engagement, commerce and shareability has left rivals trailing.

Social media is driving mobile commerce growth

Data • Rob Clapp, WARC Data Points, January 2021

An overview of mobile e-commerce traffic growth and acquisition channels in Europe and North America.

WhatsApp accelerates its business focus

News • 23 December 2020

With close to a third of the world’s population on WhatsApp, brands can’t ignore the messaging platform as a potential channel and the company is actively seeking a closer relationship with businesses.

New digital activities likely to last in Japan

Data • Rob Clapp, WARC Data Points, December 2020

An overview of new digital activities in Japan during the coronavirus (COVID-19) outbreak.

One in four young adults has bought via social media

Data • Rob Clapp, WARC Data Points, December 2020

An overview of consumers who have made a purchase via social media in the past six months across 11 markets.

What we know about social commerce in South-East Asia

Article • WARC Best Practice, December 2020

This article summarises the insights from a series of key papers on social commerce in South-East Asia, which is thriving in a mobile-first consumer culture, including wider trends in social media and the rise of messaging apps as commercial platforms.

Social media accounts for a third of all mobile activity

Data • Rob Clapp, WARC Data Points, December 2020

An overview of mobile and desktop consumption by activity.

Using narrative analytics to win customer trust: Applying machine learning and natural language processing to hundreds of millions of digital expressions

Research Paper • Jeff Marshall, Becky Owens, Rogier Verhulst, ESOMAR Conference papers, Insights Festival, 2020

Social media network LinkedIn used narrative analytics to discover how it could avoid being tarred with the same distrusted brush as other tech and social media companies in the US.

Get out of your zone: Winning the ‘Chu Quan’ marketing game in China

Article • Alice Yu Yuebo, WARC Exclusive, Spotlight China, December 2020

Alice Yu outlines an emerging opportunity for brands to connect beyond their categories and become a part of a much wider consumer conversation.

New models of social influence

News • 11 December 2020

The events of 2020 have broadened the influencer playing field and reorganized communities under different personality cults – more generous, pro-social and giving – and brands need to adapt accordingly, says strategy executive Ana Andjelic.

How to thrive in the era of social commerce

Article • Alex Naressi, WARC Exclusive, December 2020

Why social channels are the booming commerce platform of the moment, and how businesses can stand to benefit.

Consumers want social media algorithms to encourage ‘goodness’

News • 10 December 2020

The algorithms that power social media are not matching consumers’ desire to activate “goodness”, according to a study by media company Vox and market-research software provider SightX.

How WhatsApp is creating intimacy for consumers and businesses during the pandemic

Article • Low Lai Chow, Event Reports, The Drum Digital Summit, November 2020

WhatsApp’s Eshan Ponnadurai shares how the messaging app has adapted its product strategy to meet changing user needs.

The three current models of social influence, and how brands can use them

Article • Ana Andjelic, WARC Exclusive, December 2020

This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).

In our own tweets: LBGTQ+ lives on Twitter

Research Paper • MRS Awards Papers, Finalist, MRS Award for Inclusive Research, 2020

Twitter, a social media network, used a blend of data analytics, semiotics and traditional research techniques to explore the implications for brands on how to authentically connect with the LGBTQ+ community.

What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

What we know about marketing on WeChat

Article • WARC Best Practice, November 2020

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

What we know about marketing on Instagram

Article • WARC Best Practice, November 2020

Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

How digital algorithms are failing consumers – and what marketers can do about it

Article • Stephen Whiteside, Event Reports, 3AF 2020 Virtual Asian Marketing Summit, October 2020

A survey by Vox, the media company, and SightX, the research-software provider, identified a major gap between the current digital experience and consumers’ ideal online environment.

Can AI bring better insight than humans?

Research Paper • Kenichiro Sato, Yohei Takeshita and Toshimitsu Sekii, ESOMAR Conference papers, APAC, 2020

Twitter, a social media company, analysed whether Artificial Intelligence or humans provide better insights by pitting the two approaches against each other in an audience segmentation study in Japan.

Online communities present a never-before opportunity to brands

Article • Biprorshee Das, Event Reports, Zee Melt, September 2020

Brand and Deliver’s Erik Winther Paisley outlines how communities form online and the need for brands to engage at the Zee Melt conference.

Consuming culture: Five shifts in media and entertainment marketing

Article • Nick Callaghan, WARC Exclusive, November 2020

A new report by Facebook identifies five trends re-shaping the entertainment industry.

Social media tops list of leisure activities for India’s native language users

News • 13 November 2020

Most of India’s vernacular language internet users (78%) use social media during their leisure time, unlike those in urban centres, who spend most of the time on various content streaming platforms, according to a new report from ShareChat published

Companies responses to scandal backlash caused by social media influencers

Research Paper • Belinda Kintu and Karim Ben-Slimane, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 666-672

The purpose of this article is to identify companies' responses to scandal spillover stemming from their association with tainted social media influencers.

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.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What we know about social media effectiveness

Article • WARC Best Practice, June 2020

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
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.