Staff Articles

Consumers overwhelmingly prefer to do business with companies that make authentication both simple and safe, according to a survey of 2,000 consumers by the BPI Network and CMO Council. Frustration with cumbersome and repetitive authentication processes are overwhelmingly causing consumers to search for brands and digital experiences that securely unify and simplify identity verification, according […]

The digital habit that birthed during the pandemic must be sustained with contextual cues and hybrid offerings for the future of customer expectations. Consumer behaviours change fast. As the pandemic is nearing the end, consumers are slowly shifting from pure online to hybrid experiences, expecting the best of both worlds. With such expectations, marketers need […]

Customisation was enough a while ago, but today it is mass personalisation that takes the cake Chandi. Janvi. Chandler (yes, really). How many different versions of your name have you had on your Starbucks cup? We’ve seen a million social media photos of cups with interesting handwriting and spelling errors that become running jokes among […]

The name is Generative Pre-trained Transformer 3, but it’s more commonly called GPT-3. Since its release in May 2020, the AI, language generation model created by OpenAI has received substantial attention. This is a third-generation Natural Language Generation model that produces human-like language at scale, and is available as an application program interface (API). In […]

In keeping with the changing privacy landscape, Google Ads has introduced a data-driven model as the default attribution model. Now, marketers can observe how much credit each ad interaction is responsible for in leading to conversions. Marketers need new measurement approaches that meet their objectives and put users first, especially in the changing privacy landscape. […]

Reversing the pandemic-driven downturn, the Kingdom of Saudi Arabia’s economic recovery has taken off in 2021. It is poised to grow from 2.2 per cent to 4.8 per cent in 2021 and from 4.1 per cent to 6.3 per cent in 2022, said a Capital Economics report. Focused on economic diversification — from a natural […]

TLDR: The number of searches for a brand, divided by the number of searches for all brands in the same category, can predict the market share. Attaching value to a marketing campaign is the goal of every agency. Can share of search (SOS) be a valuable tool to predict market impact?   Marketers tend to use […]

Did you know that some of the transformative innovations — from the telephone and the air conditioning to IMAX — were launched at expo events? World expos are known for introducing new technologies. And Dubai Expo 2020 is living up to its name. It has been eight years since Dubai’s bid to host Expo 2020 […]

vFairs released their State of Hybrid Events 2021 Report which delves into key challenges and actionable takeaways that event professionals can apply to their hybrid event programs. The new report outlines the current state of the industry, outlooks for 2022, and addresses common pain points identified by event professionals across 15 industries. It uses proprietary […]

In 2009, Starbucks shuttered 300 stores owing to a 70 per cent slump in quarterly profits amounting to $64.3M. The drop in sales was blamed on the economic slowdown and lower spending power of customers. It only made sense that as personal budgets became more frugal, indulgences were the first to get cut. Starbucks’ leadership […]