為了提供消費者更好的消費旅程，首先要了解消費旅程的重要性。在嚴苛的現實中，有三分之二的消費者，不會在一個會讓他們消費旅程中遇到困難的消費環境裡購物。這是個不容小覷的數字，不過幸運的是，我們有四個簡單的步驟來幫助您提供消費者更有效的消費旅程。
To create a better customer journey, you must first understand its importance. The stark reality is that two thirds of customers are less likely to shop in a retail environment if they have problems with their shopping experience. With the high street still hugely competitive, that is one figure that should be taken seriously. However, the good news is that there are four simple steps to help you when it comes to assisting your customers more effectively.
肺阻塞佔世界死因排名第四，預估將持續攀升。越來越多國際藥廠投入相關治療用藥，市場也發生了明顯的變化。LABA聯合LAMA將取代ICS聯合LABA FDC，成為肺阻塞的主要治療選擇並持續增長。而ICS聯合LABA FDC在氣喘治療的競爭更加激烈，差異化需求逐漸增加。
Chronic obstructive pulmonary disease (COPD) is now the fourth leading cause of death worldwide and is predicted by WHO to become the third by 2030. More and more international pharmaceuticals have increased investment in treatments for respiratory diseases, bringing significant changes to COPD and Asthma treatment market. LABA/LAMA has replaced ICS/LABA FDC to become the leading treatment choice for COPD and will continue its growth. We also found Increased competition of ICS/LABA FDC as asthma treatment, as well as the needs for differentiation.
我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。
本文將概述廣告商是如何巧妙地運用情感刺激來影響消費者在品牌之間作的選擇。我們檢視人們如何去注意經過我們設計的情感刺激、如何將其保存於記憶中、之後又是如何從記憶中進行檢索，最後基於這些結果來分析其中的相互作用是如何帶來人們對品牌的取得意願。
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.
This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotion- linked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes.
我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.
益普索在市場研究及消費者洞察的專業已經是全球知名領先者，在過去四十多年來益普索也伴隨著消費者及品牌們一起經歷零售業的改變及成長。在這邊我們將分享過去四十年來所觀察到零售商的變化，以及未來的發展趨勢。We are known throughout the world for being a leader on market research and customer insight. To celebrate our 40 years in the industry, this four-part blog series looks at how the retail landscape has changed – and what the future has in store.
面對訊息傳播快速的網路世界，以及不同投保通路的快速發展，保險業者應該建立更鮮明的品牌形象。不論是透過強化第一線人員與消費者間的互動關係，或是設立標準的服務流程等方式，業者應該努力讓消費者在每一次的互動中，留下對該品牌的正面印象。In face of this fast-information-spreading world and fast development of different channels, insurance companies should make more effort to build distinctive brand image in a comprehensive way. To strengthen delivered brand image, insurance companies should pay more attention to the moment that customers interact with insurance companies.
銀行業者中的高階人員都深知，將資金投入內部創新的風險，是不太符合公司財政邏輯的，因此，最好的解決方法就是：將創新外包給專業。
Ipsos insight: Banking executives know their business best, and they say it doesn’t make solid financial sense to pour dollars into risky innovation in-house. The best solution: outsource it.
長久以來打造品牌差異化是許多品牌的終極目標，但在成熟的產品市場，太多競爭者都能滿足相同的消費者需求，差異化不再是能長久經營的策略。打造一流的品牌資產，才是讓品牌致勝的關鍵！
Differentiation has for a long time been the ultimate goal for brands. However, in mature markets where so many competitors meet the same consumer needs, differentiation is rarely sustainable. Getting brand assets right is a more sustainable way to continue to stand out from competitors and drive your brand to success.
在這個娛樂和社交爆炸的時代裡，大眾對於名人的關注已經遠遠高於以往任何時代。各界行銷專家們當然不會錯過這樣的機會，炒作話題的同時亦不忘藉機帶上自己的品牌及商標來達到宣傳自己的目的。那麼，該如何在行銷活動中選擇正確的代言人，才能讓行銷效果最大化？In a time overwhelmed with entertainment and socializing, the public pays far more attention to celebrities and stars than ever. Naturally, smart marketing experts never allow to let any opportunities go. While hyping these hot topics, they would always bring forth their own brands or LOGO as an effort of propaganda.
Now, it’s time for us to calm down and reflect upon this question: how to select the right star spokesperson in marketing activities to maximise marketing results?
在等待專案為品牌增長作決策的過程當中，常常錯過了許多市場會對其業績產生影響的變化和改進的機會。在接下來的文中，我們將介紹一種替代的漸進方式，藉此讓我們與客戶能夠作出跟上這個世界快速的變化腳步的決策。
Incremental versus Monumental Decision-Making
Sometimes, in waiting for a monumental strategic decision to grow its brand, the company missed many opportunities for small incremental changes and improvements that could have had a real impact on the business results. In this article, we will describe an alternative incremental approach to decision-making that keeps up with the pace of business in today’s rapidly and fundamentally changing world.
對於品牌來說，接觸消費者並且感動他們，從未像現在如此艱難過。我們都一同見證了全球化造成品牌倍增、數位化讓更多內容及管道被開發，在戶外、在我們的口袋，甚至在我們的電冰箱上，都能是行銷活動的管道。
It has never been tougher for brands to touch and move people. We all experience it. Globalisation has resulted in multiplying brands. With digitisation, more content is developed for more channels. New channels open every day – outdoors, in our pockets, even on our fridges - through smartphones, connected screens and the Internet of Things.
