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將物聯網價值展現的行銷思維
隨著4G LTE飆速時代的來臨，物聯網的商機蓬勃發展，國內外物聯網（Internet of Things, IoT）應用愈來愈廣，包含個人穿戴式裝置、智能居家（如節能、溫控、安全監控、影音等）、智慧醫療（如血壓、血糖量測、睡眠監控等）、智慧汽車（車對車聯網）…等。工研院IEK更預估2020年物聯網產值上看1,332億美元，相當於新台幣4.37兆元。面對來勢洶洶的物聯網，不論是提供產品或服務的廠商，都應從中尋找切入市場的創意點，但在導入物聯網來提昇客戶滿意度的同時，也不要忽略由消費者的角度來檢視它的成效。
IoT (Internet of Things) related business flourishes as 4G LTE internet becomes widely available. IoT applications, including personal wearables, smart homes (energy saving, temperature control, security surveillance, video entertainment, and etc.), smart healthcare (blood pressure and glucose measuring, sleep monitoring, and etc.), connected cars (Internet of Vehicles) and so on, are gaining global popularity. Value for IoT industry, according to ITRI IEK, is expected to reach up to$ 133.2B USD (about $4.37T NTD) by 2020. As facing the megatrend of IoT, companies providing products and services should seek creative way to penetrate markets with it. While trying to increase customer satisfaction by implementing IoT concept, all companies should always view from consumers’ perspectives to evaluate the real effect.
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對汽車產業來說，VR（Virtual Reality，虛擬實境）是沉睡的巨人嗎？
世界領先的企業都在利用VR（虛擬實境）技術幫助他們成為優勢品牌，未來VR的使用只會多不會少，現在汽車製造商，也是時候該上船了！The world’s leading companies are using virtual reality (VR) to a major advantage, and that will only increase in the future. Vehicle makers need to get onboard now!
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有效的行銷溝通始於品牌整合
一個優秀的廣告我們都能記得住，但是我們能記住這個廣告的品牌嗎？品牌被記住是製作廣告的首要目標，但奇怪的是，許多行銷人員並沒有做到這一點。其原因是，他們沒有把品牌放在廣告的核心地位。製作廣告時，行銷人員必須在最早的構思階段就從品牌入手，並在適當的情節中將品牌貫穿於整個故事架構中。有些經過檢驗的方法，可以確保製作出有效的廣告。這篇觀點文章將對這些方法進行說明，它們對有效的廣告來說都是極為重要的。 益普索洞察：人們記得的不是廣告，而是故事。若將品牌作為故事的關鍵點，融入廣告當中，就能確保廣告中的任何資訊，都能被聯想到該品牌。
We all remember great ads. But do we remember the company? This is the No. 1 aim for advertising, but, surprisingly, many marketers don’t achieve it. The reason is the brand is not front-and-center. Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success. This Point of View paper addresses those approaches— crucial to effective advertising. Key insight: People don’t remember ads; they remember stories. By integrating the brand into the ad as a key point of the story, marketers ensure any memories and messages will be credited to only their brand.
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建立更強壯的品牌
品牌，生存在一個不斷變化的世界裡，但在人們生活中扮演的角色一直都沒有改變，而人們自身的變化，也逐漸趨緩。事實上，已有充分的證據證明，相較於起伏不定的外在條件，人類在蒐集及處理資訊，並根據這些資訊作出選擇和判斷的方式，是相對穩定和一致的。對於企業來說，充分瞭解消費者可以為企業帶來較穩定的基礎。此外，現在有許多以神經科學及行為心理學為基礎的研究方法被廣泛使用，說明現在的我們已經比以往更加瞭解人類的決策過程。
企業們會有許多和他們品牌相關的問題，而這些問題最終都可以歸結為：我們的品牌現在做的如何？我們該如何才能建立更好的品牌力？
Brands exist in a constantly changing world. But the role brands play in people’s lives has not changed and people themselves change more slowly.
There is ample evidence to show that, even when conditions are in constant flux, the way humans gather and process information and make choices is more constant. For businesses, understanding people provides a relatively stable strategic anchor. There are also significant new approaches based on neuroscience and behavioural psychology that mean we know more about human decision processes than ever before.
Many of the questions businesses ask about their brands boil down to “how well are we doing” and “how can we do better?”
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銀行業的數位創新：讓專業的來吧！
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. -
從意義非凡的決策到漸進式決策
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. -
建立更強壯的品牌
企業們會有許多和他們品牌相關的問題，而這些問題最終都可以歸結為：我們的品牌現在做的如何？我們該如何才能建立更好的品牌力？
Many of the questions businesses ask about their brands boil down to “how well are we doing” and “how can we do better?”
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從台灣消費者需求看數位化金融服務趨勢
根據2015年資料顯示，台灣使用非現金支付的比例僅佔約四分之一。為何台灣消費者還是不願意改變使用習慣呢？
Although mobile payment technology has matured and developed practical business solutions, only 25% of Taiwanese consumers are using non-cash payments according to the statistics. Why are Taiwanese consumers reluctant to change their payment behaviors?
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東協汽車產業正在翻轉汽車市場
過去幾十年，汽車產業OEM（原始設備製造商）都將策略著重在擁有大量人口及明顯成長潛力的市場，比如說中國、印度及巴西等等，但近年世界各地的傳統汽車產業業績持續停滯或下滑，反倒是東協等國之發展逐漸引人注目。Ipsos Business Consulting針對東協幾個在汽車產業上具有相當潛力且活躍的新興國家市場提出預測及分析。
Over the past decade many OEMs had strategies that focused on emerging markets that had obvious growth potential, notably China, India and Brazil. As they review their growth strategies, the case for investment in one of the world’s most dynamic automotive clusters – ASEAN – becomes most compelling.