Marketing

New Ipsos study reveals how Canadians feel toward cause marketing. Strong cause marketing programs and not-for-profit partnerships are more necessary than ever for corporations.

Event marketing has been proved to be very effective by many enterprises, and Olympics in particular, as the world's most famous sports event, has unmatched marketing value either to sales or brand building and enhancement, as was proved by Yili, Lenovo, and Coca Cola during the 2008 Beijing Olympic Games.

How can brand campaigns leverage the interplay of attention, memory and emotion to influence people’s choices? 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.

Welcome to the October 2016 edition of Ipsos Update, our monthly selection of research and thinking from Ipsos teams around the world.

We live in a connected world: the Internet Of Things. Connected appliances projected to reach 178 million units globally in 2020.

Breakthrough innovations are critical to the future success of your organisation. Why? Because they can yield more than double the returns of non-breakthrough innovations.

Recognising that the consumer’s path to purchase is more convoluted and more complex than ever before, Ipsos Marketing has launched LIFE Path to help clients understand and impact consumer choices along their journey.

Balancing reach with precision in your media strategy. What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.

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?