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Research papers

The New Marketing Renaissance

Is content still king? It is widely recognised that a well-defined media strategy is not enough to be effective. The message needs to be delivered via creative content that grabs a consumer?s attention, to build favourable brand associations that...

Catalogue: Congress 2023
Authors: Karin Haglund, Cajsa Wiren, Oliver Engist, Hugo Englund, Thomas Berthelsen
September 27, 2023
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Citation

Haglund, Wiren, Engist, Englund and Berthelsen (2023a, September 27). The New Marketing Renaissance. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/the-new-marketing-renaissance


Research papers

Content-based research

The objective of this paper is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a...

Catalogue: Latin America 2019
Author: Erick Morales Donde
Company: De La Riva Group
April 7, 2019
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Citation

Morales Donde, E. (2019a, April 07). Content-based research. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/content-based-research


Research papers

Twitter and its conversational context

Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned...

Catalogue: Latin America 2019
Authors: Angel Heredia, Omar Schoijet, Ana Victoria Garcia
Companies: Arconte, Twitter
April 7, 2019
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Citation

Heredia, Schoijet and Garcia (2019a, April 07). Twitter and its conversational context. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/twitter-and-its-conversational-context


Research papers

Injecting emotion into campaign effectiveness

Is it possible to test whether branded content met its campaign objectives? See how the BBC combined the latest in emotion tracking tech with devilish psych methods to product a new research tool that is taking the advertising world by storm. In 2017...

Catalogue: Congress 2018
Author: Hamish McPharlin
September 23, 2018
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Citation

McPharlin, H. (2018a, September 23). Injecting emotion into campaign effectiveness . ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/injecting-emotion-into-campaign-effectiveness--9370


Research papers

Build, measure, learn

It's said that 95% of all purchasing decisions are not made consciously. In other words, brands that evoke our emotions always win. When it comes to designing a content marketing campaign, there's no such thing as a bad emotion! We'll show you...

Catalogue: Congress 2017: Visionary
Authors: Patrick Fagan, Sally Wu
September 4, 2017
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Citation

Fagan and Wu (2017a, September 04). Build, measure, learn. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/build-measure-learn


Research papers

Best practices with content marketing

Does content marketing work? And if so, why? This session explores the evolving world of content marketing, including branded entertainment, native advertising, and custom newsroom programmes. Over the past three years, AOL has built a large...

Catalogue: Congress 2015: Revelations
Author: Christian Kugel
October 1, 2015
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Citation

Kugel, C. (2015a, October 01). Best practices with content marketing. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/best-practices-with-content-marketing


Research papers

Emotionology

Emotionology is an innovative research project conducted by Turner Latin America in 2013 and 2014, in partnership with Neurensics and BMC, with the objective of measuring consumers' emotional engagement towards different types of content, drilling...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Pablo Verdin, Renata Policicio
June 15, 2015
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Citation

Verdin and Policicio (2015a, June 15). Emotionology . ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/emotionology-