Shopper insight

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Digital Divide - The discord between marketers' actions and consumers' behaviors

Article • Upland BlueVenn, Research on WARC, May, 2021

Poor data quality, a lack of skills and knowledge, and a lack of data and tech are barriers preventing marketers from fully personalising marketing messages to an individual.

E-commerce’s ‘glass ceiling’ and five other lessons on the economics of selling online

Article • Sam Peña-Taylor, Event Reports, IAB Europe, April 2021

Explores IAB Europe findings about the state of the e-commerce sector in Europe, what it means for advertisers and how it works at an economic level.

Global brands in China: The latest changes to note

Article • Low Lai Chow, Event Reports, WFA Global Marketer Week, April 2021

Global brands eyeing the vast China market have to take note of how much the Middle Kingdom has changed over the decades – LVMH’s Andrew Wu lists the key trends and developments.

Media Owner Profile: Alibaba

Data • Rob Clapp, WARC Data Points, May 2021

This Media Owner Profile of Alibaba includes data on revenue, consumers on Chinese retail marketplaces and Gross Merchandise Volume.

COVID-19 causes digital consumption to rise by over 30%, forming new and lasting consumer habits

Opinion • Rob Clapp, April 2021

WARC Data’s latest report finds that Amazon, TikTok, YouTube and Twitch are some of the main winners as brands pivot to reach the COVID consumer.

Indians look for free delivery and easy returns when shopping online

Data • Marte Aune, WARC Data Points (GlobalWebIndex), April 2021

An overview of Indian consumers' online shopping motivations.

Overcoming the B2B sales/marketing chasm with Influencer Mapping

Article • Gilmar Wendt, WARC Best Practice, April 2021

Gilmar Wendt, principal, GW+Co, introduces Influencer Mapping, a framework that helps align the sales and marketing functions, giving each more visibility on each other’s strategic goals and decisions, so that more of them may be shared.

What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.

After COVID-19: The new look of the Thai automotive market

Article • Chutima Wiriyamahakul and Krittamate Wuthimatheekul, WARC Exclusive, April, 2021

The COVID-19 pandemic may have impacted Thailand’s car market last year but Delphys Hakuhodo’s Chutima Wiriyamahakul and Krittamate Wuthimatheekul say the industry is bouncing back strongly with new initiatives.

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 power of brand relationship design: How to create meaningful post-purchase experiences

Article • R/GA, Research on WARC, April, 2021

The study surveyed 16,000 consumers in nine markets across six categories to uncover what makes for a long-term repeat customer.

The brand strategists’ toolkit #18: The Brand Funnel

Article • Nick Liddell , WARC Best Practice, April, 2021

Looks at the Brand Funnel marketing framework.

Faith trumps fear this Ramadan: Brands and Indonesian consumer optimism

Article • Anish Daryani, WARC Exclusive, April, 2021

As the holy month of Ramadan approaches, M&C Saatchi’s Anish Daryani says brands must ride the wave of consumer optimism to build strong resonance with the people.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Three-fifths of Southeast Asians use social networks to learn more about brands and products

Data • Marte Aune, WARC Data Points (GlobalWebIndex), April 2021

An overview of online sources used by Southeast Asian consumers to learn more about brands and products.

A casual flirtation or a committed relationship? Assessing the post-pandemic stickiness of product subscriptions

Article • Research on WARC, April 2021

Assesses the post-pandemic stickiness of product subscriptions.

How PepsiCo’s fresh approach to segmentation delivered e-commerce success during COVID-19

Article • Jo Bowman, Event Reports, ARF SHOPPERxSCIENCE, March 2021

PepsiCo, the food and beverage giant, successfully adapted its segmentation strategy in line with the growth of e-commerce during the COVID-19 pandemic.

Understanding the five omnichannel shopping journeys that have taken root during COVID-19

Article • Jo Bowman, Event Reports, ARF SHOPPERxSCIENCE, March 2021

Store closures, interruptions to supply chains and shifting consumer priorities have together transformed the way people shop – and that means retailers have to transform the way they operate.

Strategic partnerships in the Philippines: How to forge stronger connections across the new consumer journey

Article • Maita Consulta, WARC Exclusive, Spotlight SEA, April 2021

Mediabrands Philippines’ Maita Consulta shares how to approach issues of brand awareness, engagement and transactions with customers on their radically mutating consumer journey in the Philippines.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

Conscious consumption's impact on food and nutrition

Article • Euromonitor Strategy Briefings, March 2021

Provides a conscious consumption scope, including impact on ethical claims and company strategies.

Upgrade to systemic marketing to bridge the marketing divide

Article • Andreas Moellmann, WARC Exclusive, March, 2021

By integrating the various marketing disciplines, gugu sleep’s Andreas Moellmann says systemic marketing can optimise the marketing ecosystem to create more personalised customer journeys and respond to the challenges that traditional marketing faces from the rise of digital marketing.

How the “fateful” first online consumer review can have an impact lasting three years

Article • Stephen Whiteside, Research on WARC, March 2021

A “first-review effect” on e-commerce sites suggests that the first piece of user-generated feedback about a product can have an impact on word of mouth for up to 36 months.

Impulse buying this Ramadan: Shopping shifts in Indonesia and Malaysia

Article • Low Lai Chow, Event Reports, InMobi Gearing up for Ramadan virtual event, March 2021

The holy month of Ramadan will see a dramatic increase in impulse shopping among Indonesians and Malaysians this year, a shift caused by COVID-19 and restrictions on in-store retail purchases.

Luxury in flux: Digital strategies marketers need to know

Article • Chris Donnelly, WARC Exclusive, March, 2021

Luxury is in a state of flux: political, social, and economic forces are moving the dial, blurring the lines between high culture and subculture.

Sport England: This Girl Can - Giving judgement the finger (& inspiring millions of women to get active)

Case Study • Vicki Holgate, Laura Pirkis and Matthew Scott, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018, pp. 0-0

Sport England, a UK government agency, increased the number of women exercising due to its campaign which helped women feel more confident exercising.
The University of Sydney: Dynamic recruitment

Case Study • Gary Peace, WARC Awards, Shortlisted, Effective Innovation, 2018, pp. 0-0

The University of Sydney, the Australian education institution, used programmatic and personalisation to increase postgraduate applications.
Art Fund: How A Little Charity Grew Its Revenues And Saved More Art By Thinking Big

Case Study • Euro Effies, Gold, 2018, pp. 0-0

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.
Five ways to target university students

Article • Matthew Carlton, Event Reports, YMS18, March 2018

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.
Shocking People Into Action: Does It Still Work? An Empirical Analysis of Emotional Appeals in Charity Advertising

Research Paper • Antje Cockrill and Isobel Parsonage, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 401-413

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.
Helping a new generation find where they belong in the British Army

Case Study • Matthew Waksman and Rob Fullerton-Batten, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018, pp. 0-0

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.