570 Marketing Trends found for Corporate


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Recession, Austerity Drive Deep Changes In Small UK Businesses
... on ingenuity. The AXA study reveals that of the 5.2 million small businesses dominating the UK economy, more are based (and even more started) amid crisis and hardship. The research suggests that the key factor in this trend is that UK entrepreneurs are increasingly forged in the fires of adversity, with 30% of businesses founded in the last five years were in response to redundancy or......
[Estimated timeframe:Q4 2016]

... on ingenuity.

The AXA study reveals that of the 5.2 million small businesses dominating the UK economy, more are based (and even more started) amid crisis and hardship.

The research suggests that the key factor in this trend is that UK entrepreneurs are increasingly forged in the fires of adversity, with 30% of businesses founded in the last five years were in response to redundancy or long-term unemployment.

Moreover, disability, age and caring duties are factors increasingly cited as reasons to become self-employed.

The study also notes that a quarter of new businesses are founded by those on the cusp of retirement (55 to 65 age group) while a further seven per cent were created by people of state pension age.

Says Mike Stevenson, founder of Edinburgh based community investment firm Thinktastic: “I started a business at the age of sixty.”

“My view was that a lifetime’s experience would have been wasted if I had stepped back then. I also had energy, enthusiasm and the ability to influence the future.”

Read the original unabridged talk-business.co.uk article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TalkBusiness.co.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=7005

AI and Bots Herald Next Version of Mobile Apps

Trend Summary: Bots will become the next version of mobile apps, creating an emotional connection between brands and consumers.


According to Ryan Gavin, Microsoft's General Manager for search, cloud and content, Bots [web robots] will replace mobile applications resulting in conversations via ...

[Estimated timeframe:Q4 2016]

... bots occurring more frequently.

To all intents and purposes, bots will become the new app for brands, while natural language is on course to become the popular user interface, thereby creating an emotional connection between brands and consumers via artificial intelligence [AI] and search.

Microsoft, ever vigilant for opportunities to make a few million bucks, this week announced a new group that will help accelerate the use of AI.

Circa five hundred computer scientists and engineers will support the marketing team and will include Microsoft Research along with the company’s Information Platform Group, Bing and Cortana's  natural language processing. Vital input will also come from the multinational mammoth's Ambient Computing and Robotics teams.

According to Harry Shum, Microsoft EVP of technology and research, tools like Skype Translator, XiaoIce chatbot and the Cortana virtual assistant would not have been possible without years of investment in machine learning, speech recognition and natural language processing". Cortana currently serves around 113 million customers and has answered over twelve billion questions.

Read the original unabridged Mediapost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6996

High Ad-Fraud Rates Beset Google and Microsoft Browsers

Trend Summary: Ad fraud activity is highest on certain browsers made by Microsoft andGoogle.


According to  FraudLogix, a Florida-based provider of fraud solutions for the supply side and DSPs [digital signal processors] in the programmatic advertising industry, fraudsters can easily manipulate consumers ...

[Estimated timeframe:Q3 2016]

... web browser software for criminal financial gain.

This is achieved by infecting browsers with malicious code and forcing them to load certain webpages. For advertisers this is bad news, since they can end up paying for ads which are never actually seen by real people.

To examine the role of browsers in this process, FraudLogix examined a sample of 135 million individual online ad impressions over a seven-day period in July, and analysed the browsers to which the ads were served. The company also tracked the portion of those ads its technology deemed as delivered to “non-human” or “bot” traffic.

Unsurprisingly given their dominance of the market, the browsers in which the most fraudulent impressions were loaded were versions of Microsoft’s Internet Explorer and Google's Chrome

Unsurprisingly, however, Microsoft and Google each questioned FraudLogix’s methodology, claiming that it isn’t possible to accurately measure fraud at the browser level.

A statement issued by Microsoft claims: “Bots and malware often forge user agent strings to produce “fake” traffic, which can’t be attributed to a particular browser.” 

Google, likewise, wasn't taking these criticisms lying down. In a statement the Mountainview mammoth declared: “When malware infects someone’s device or web browser in general, the infected machine may act as a fraudulent bot impersonating any browser, even if it isn’t installed on the infected machine. As a result, we’ve found that measuring ad fraud per browser has not been a helpful way of understanding this issue.”

Read the original unabridged WSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6974

EU Puts the Squeeze on Tax Avoiding US Tech Titans

Trend Summary: The EU announced yesterday its intention to rein-in the alleged tax evasion excesses of US tech giants.


The European Union this week revealed that Apple Inc owes approximately €13bn [$14.5bn] in what it politely calls "uncollected taxes" over the past decade. The move represents a new high-water mark in the bloc’s efforts to rein in the ...

[Estimated timeframe:Q3 2016]

... alleged tax-evasive excesses of American tech giants.

The EU's move is just the first shot in what is expected to be a busy autumn for European officials, who are pushing forward a raft of regulations and investigations aimed at altering the behavior of a cadre of US-based internet superpowers. The moves are supported by a host of players—from EU regulators in Brussels to a bevy of national authorities across the continent. They are targeting areas ranging from personal privacy to anti-competition issues.

In coming weeks, EU bodies plan to debate new telecom rules that could expand to cover services like WhatsApp, proposed legislation to push news aggregators to pay newspapers for showing snippets of content, and potential audiovisual rules that would force companies like Netflix Inc to finance European movies.

At the same time, authorities in capitals like Brussels, Paris and Berlin are pursuing investigations involving big companies like Google, Amazon and Facebook, concerning alleged tax avoidance, anticompetitive behavior and privacy concerns.

“It’s an avalanche coming,” says James Waterworth, vice president for Europe at the US-based Computer & Communications Industry Association, a lobby group that represents Amazon, Facebook, Google and Netflix. “There’s a political sense from some camps that these big, extraterritorial companies are getting away with things that need to be addressed.”

Read the original unabridged WSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6969

Global Marketing Growth Continues to Slow

Trend Summary: According to the Global Marketing Index [GMI] marketing budgets growth was almost stagnant in August.


The value of the Global Market Headline Index [GMI] fell in August to 53.2, the third consecutive monthly decline. This fall in the value of the index indicates that ...

[Estimated timeframe:Q3 2016]

... global marketing activity is continuing its steady decline. This began in March 2015 after the GMI registered a value of 57.4.

The value of the GMI fell in August 2016 to 53.2, the third consecutive monthly decline. This fall in the value of the index indicates that global marketing activity is continuing its steady decline which began in March 2015 after the Headline Index registered a value of 57.4. The GMI Indexes fell in both Europe and the Americas in August, but remained steady in the Asia-Pacific region at 52.6 for a third successive month.

The allocation of budgets to traditional media (TV, Press, Radio and OOH) indexes continued to fall globally, all below the 50.0 ‘no change’ level for August.

TV budgets grew only in Europe but, even there, the rate of growth of spending in the medium declined in August for the third successive month.

OOH fell in the Asia-Pacific region, slowed in Europe with a value of 50.8, close to the stagnation level and fell in the Americas. Once again, Digital and Mobile media continued to see an expansion of resources allocated to them with high index values recorded in August across all regions and in consequence, globally.  

Read the original unabridged World Economics.com report.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WorldEconomics.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6963

Verizon/Yahoo Deal Set to Reshape Global Ad Industry

Trend Summary: Last week's acquisition of Yahoo by US media giant Verizon could reshape the global advertising industry.


The deal could generate deep shifts within the global advertising industry as Verizon plans to merge the Yahoo assets with AOL, acquired by Verizon in 2015. Jay Friedman, Chief Operating Office at Goodway Group, a leading managed-services programmatic partner believes this ...

[Estimated timeframe:Q3 2016]

...  "is the best outcome marketers could have hoped for in the industry".

The acquisition puts AOL on solid ground as the third platform CMOs must take seriously in the wake of Google and Facebook.

However, rivaling Facebook and Google is no easy task. Effectively integrating the myriad businesses into a single Verizon entity will be vital.

The deal's benefits to both Yahoo/AOL and the global advertising industry are legion. Speaking to MediaPost's Jay Friedman, Goodway Group's COO explained to Real-Time Daily via email: “This is the best outcome marketers could have hoped for in the industry. This acquisition puts AOL on solid ground as the third platform CMOs must take a meeting with behind Google and Facebook".

Verizon intends to compete with Google and Facebook in an industry where “scale is imperative.” And scale is the name of the game given that Yahoo brings with it an audience of one billion active worldwide users - including 600 million active mobile users, a host of influential consumer brand partnerships, a powerful programmatic advertising and data platform and a robust editorial team.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6944

European Marketing Budgets Tumble After Brexit Vote

Trend Summary: In July, traditional media (TV, Press, Radio and OOH) indexes continued to fall globally.


The Global Marketing Budgets Index [GMI] turned negative in July as marketing budgets declined in the Americas and in the Asia-Pacific regions. Although spending grew marginally in Europe the index fell dramatically from its June level reflecting the ...

[Estimated timeframe:Q3 2016]

... uncertainty caused by the UK Brexit vote.

In July, traditional media (TV, Press, Radio and OOH) indexes continued to fall globally, registering values below the 50.0 ‘no change’ level. After several months of expansion, the growth in the resources devoted to TV budgets in Europe fell sharply after the Brexit vote in the UK.

TV budgets also continued to decline in the Americas and the Asia-Pacific regions. OOH fell in the Americas, rose slightly in Europe and remained unchanged in the Asia-Pacific region on the previous month. The resources allocated to digital and mobile media continued to increase strongly in July, globally and across all regions.

The level of the global Trading Conditions Index tumbled in July with trading conditions remaining the same in the Americas, rising in the Asia-Pacific region but the level of the index falling significantly in Europe.

Overall the Global Marketing Index (GMI) for July suggests that global marketing activity continues to grow but at a sharply reduced rate in all regions. This was the second successive monthly fall. The European index’s declining trend across the continent was sharpened by the Brexit vote in the UK referendum. GMI values for the Asia-Pacific and Americas regions both registered declines in July but not by the same magnitude reported in Europe.

Read the original unabridged Global Marketing Index article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WorldEconomics.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6943

Consumer Behaviour Will Control The Inexorable Rise of the IOT
... adapt accordingly. A good example of such an adaptation is the introduction of the new Nest Cam Outdoor camera. After Nest Cam started selling this product the company noticed that a large number of purchasers of the product were pointing their devices at windows so they could monitor activity outside their home. So the company seized on this behavioral pattern and created an outdoor......
[Estimated timeframe:Q3 2016]

... adapt accordingly.

A good example of such an adaptation is the introduction of the new Nest Cam Outdoor camera. After Nest Cam started selling this product the company noticed that a large number of purchasers of the product were pointing their devices at windows so they could monitor activity outside their home.

So the company seized on this behavioral pattern and created an outdoor version of the same camera, essentially a traditional Nest Cam built into a weatherproof container.

According to MediaPost.com staff writer Chuck Martin, this is what the IoT is all about: launching and then adapting to consumer behaviors.

Says Martin: "Had Nest simply stuck with its indoor camera it's likely that a fast-moving competitor would move in to capture the outdoor connected camera market".

Mr Martin also warns that: "IoT products are relatively new, and no one really knows how they will be used until placed into the hands of a large number of consumers."

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6936

Marketers "Complacent" About Ad Fraud

Trend Summary: Advertisers can't afford to continue their current complacent approach to ad fraud, warns ad trade body.


According to the World Federation of Advertisers [WFA] marketers cannot afford to continue their current "complacent" approach to ad fraud, given that they are the only real casualties in what the trade body warns could be a ...

[Estimated timeframe:Q3 2016]

... $50bn a year industry by 2025.

Says Stephan Loerke, ceo of the WFA, "Advertisers are the sole victim of ad fraud. It is endemic and it has to stop".

Loerke believes that's because agencies, vendors and media owners still benefit, albeit unintentionally, from fees and commission when fraud occurs.

He cites "a degree of complacency" among advertisers and cautions that "If brand owners don't take action, we can't expect others to do so on our behalf".

His remarks coincided with the launch of the WFA's new guidelines to help marketers reduce their exposure to ad fraud, while at the same time acknowledging that they are unlikely to eliminate it completely.

The report identifies four key areas, including people and technology, education and communication, standards, and governance.

Brands need to develop in-house expertise to support vendor selection, it recommended, and they should work with cyber-security partners to help understand common threats and demand full transparency of investment.

Brands should also set clear expectations of what they demand from their partners and set metrics that relate back to business outcomes.

Read the original unabridged Warc.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6903

Marketers Lobby for Global Ad Watchdog

Trend Summary:  The creation of a global advertising watchdog is under consideration.


Global trade association, the World Federation of Advertisers [WFA], has proposed the formation of an international  advertising watchdog to regulate internet ads as a means of countering the proliferating ...

[Estimated timeframe:Q3 2016]

... growth of ad blocking software.

The WFA, which represents marketers at major brands who collectively represent circa 90% of global adspend, made the announcement in response to recent research into ad blocking on mobiles.

According to a new study by ad blocking solutions company PageFair there are at least 419 million people worldwide blocking ads on their smartphones.

The WFA has responded to PageFair's findings by attributing the growth of ad blocking technology to consumers who lose patience with online ads. A solution to the problem, the WFA suggests, is better quality ads.

The trade body also proposes that all representative parties in the advertising chain - marketers, publishers and ad tech companies - form a global coalition to regulate ads.

Commenting on the news of the proposal, Jed Hallam, head of digital strategy at WPP Group's media arm Mindshare, said: “The WFA should be applauded for its proposed creation of a global advertising watchdog”.

He warned, however, there are “some gaps in the WFA's proposition which need to be addressed.

According to Mr Hallam: “Firstly, at the end of every ad is a human, so the interests of consumers need to be represented in order to cater to their needs and wants. Secondly distribution isn’t the only concern with online advertising – content also needs to be improved. People don’t block ads solely because they’re invasive or high frequency, they also block them because they are annoying and contain what they deem to be irrelevant content.”

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6900



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