Search
-
The pandemic made Gen Z grow up. Here’s how brands can help them thrive.
Gen Z is at an inflection point. Ipsos shares insights and tips for how brands can help them at this new life stage.
-
Holiday Shopping 2022: Mixed feelings as consumers are anxious but eager to celebrate
New Ipsos research conducted by Ipsos.digital and Synthesio looks at this year’s holiday shopping trends, spending habits, and gift wish lists.
-
Enthusiasm for the metaverse and extended reality is highest in emerging countries
Survey finds the global public divided in their level of excitement about the new technologies
-
Targeting Millennials Using Music Streaming Apps
With the significant improvement in infrastructure and mobile technology proliferation, digital entertainment is increasingly popular in Asia Pacific. And as the average cost of data plans comes down while the respect for the need to pay for music content gradually heightens, demand for digital music entertainment in the region grows.
-
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.
-
如何選擇代言人？
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?
-
Online Video Adverts : The Influence of Context in Taiwan
Online video growth has been hugely dramatic in the last few years, rising from US$ 16b in 2015 to an estimated US$ 24b in 2017. Because of this strong growth, it has been a hot topic of discussion amongst brand marketers in Taiwan, even though there seems to be a lack of deep understanding of how to truly optimise this growing touchpoint.