Marketing to the new generation of mothers in China has always been a hot spot of many FMCG and maternal-child brands. As a special group, these new mothers are mainly constituted of post-85s and post-90s growing up in the era of Internet. How do they apply the media? What are their considerations when making purchase decisions? How should a brand respond to these habits?
How do you create ads that break through and truly grab viewers’ attention? Columnist Peter Minnium discusses the key characteristics of ads that people are excited to see and share with their friends.
Marketing partnerships, or sponsorships have been at the forefront of our lives over the last few months whether we realise it or not. From Andy Murray at Wimbledon, the unexpected success of wales at the Euros, the resurgence of England’s cricket team, the open, the tour de France, Lewis Hamilton’s f1 success and now the Rio Olympics, the opportunities for brands in this area are immense... and expensive.
"Storytelling" is more than an industry buzzword. Columnist Peter Minnium discusses the art of good storytelling and the best ways marketers can tell those stories in digital media.
Baykuş (The Owl) Awards Ceremony organised each year by Turkish Researchers' Association (TUAD) recognises successful marketing and social research projects.
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.
Understanding what makes people tick has always been at the center of marketing. For decades, Ipsos and others have left no stone unturned in the quest to fathom consumer behavior and take marketing to a new and better level. Yet, as every marketing professional knows, data from surveys, focus groups, point of sale, credit cards, click behavior, and even beacons can only go so far.
