570 Marketing Trends found for Corporate

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UK Firms Split by 'Digital Divide'

Trend Summary: According to new research jointly funded by the CBI and IBM, a digital divide is opening up across the British economy.

Despite the UK ranking top place globally for e-commerce and fifth place for the availability of technology, the nation remains only fourteenth in the world league table for company-level adoption of digital technology, with many British companies struggling to  ...

[Estimated timeframe:Q2 2016]

... digitise their businesses at the same rate as their peers in other countries.

According to the Confederation of British Industry, the UK's largest business group, its member companies cite a mix of connectivity challenges and security concerns as the main barriers to digital adoption.

Predominantly, however, they are hindered by a lack of appropriate skills within their business (42% of firms) and an unclear return on investment (33%).

The problem is not lack of conviction about digital's potential impact. Nearly all firms believe that digital technology has the ability to revolutionise the business landscape, driving productivity, growth and job creation(94%), while almost three quarters (73%) of the survey sample perceive  improved customer satisfaction and experience to be the biggest benefit.

To take advantage of digital technology across the economy, the CBI, the UK’s largest business group, recommends its members to:

   1. Appoint a Chief Digital or Technology officer to the senior executive team to drive digital strategy and execution.

   2. Increase the age and skills diversity of boards and board advisers, drawing on the expertise of a new generation of ‘digital natives’.

Read the original unabridged CBI.org 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: CBI.org
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6882

Marketers Recruit Bots to Engage Consumers

Trend Summary: A raft of announcements by major media owners signals the advent of new brand-marketing opportunities via Chatbots.

Chat bots - computer programs that mimic conversation with people via artificial intelligence - are set to hit the mainstream, transforming the way users interact with the internet, ranging from a series of ...

[Estimated timeframe:Q2 2016]

... self-initiated tasks to a two-way "conversation".

The Chatbots are about to be launched by a raft of big names, among them Kik Messenger, Microsoft and Facebook. The mighty trio will virtually guarantee that the bots go mainstream virtually overnight.

According to Mike Roberts, head of messenger services at Kik:"Every major messenger is in [the chatbot space], and I can't remember the last time we've all made a bet together. It's only going to drive more interest."

Moreover, Facebook is expected to introduce a bot store. It has been trialling a service with six US retailers and last week announced a partnership with Dutch airline KLM, enabling Messenger users to automatically receive their itinerary, flight updates, check-in notifications, get their boarding passes, rebook flights when needed, and communicate with the airline "all from one contextual, canonical thread".

"Human language is the new user interface," hypes Microsoft ceo Satya Nadella, adding "Bots are like apps and digital assistants are like meta apps, or the new browsers. Intelligence is infused into all of your apps."

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=6872

Millennial Entrepreneurs Drive Global Growth

Trend Summary: A generation of Millennial entrepreneurs is leading the way to worldwide business prosperity.

According to a new report released today by HSBC Private Bank, the background of entrepreneurial Millennials is as diverse as the businesses they run. Moreover, their personal motivations can often exert a significant influence on the ...

[Estimated timeframe:Q1 2016]

... social, cultural and generational contexts in which they develop their business ventures.

Personal motivation is the major factor driving the success of entrepreneurs and whatever inspires them to create their enterprises is an indicator of their approach to business and likelihood of future success.

The HSBC report divides the population of entrepreneurs into four groups: Game Changers, Pathfinders, Trailblazers and Lifestylers.

Of these groups 'Pathfinders' is the largest, accounting for 40% of the global population of entrepreneurs, whose key characteristic is the steady building of businesses.

'Game Changers' account for just 18% of the population, although it is the most likely group to become serial entrepreneurs and to grow larger enterprises.

Across all profiles, 64% of entrepreneurs believe it is their duty to have a positive social and economic impact on society and 74% gave to good causes during the preceding year.

Moreover, one third of business owners contribute to society by taking an unpaid role in the community or donating time or expertise to social causes.

Read the original unabridged HSBCPrivateBank.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: HSBCPrivateBank.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6852

'Internet of Things' Looms Ever Nearer

Trend Summary: Prophets of information technology believe that the next big trend in this field will be the so-called “Internet of Things”.

The Internet of Things [IoT] say the self-appointed prophets, will connect objects hitherto beyond the reach of IT’s tendrils enabling, for example, your sofa to contact your phone to tell you that you have left your wallet behind, while your 'intelligent' refrigerator  automatically orders groceries without you needing ...

[Estimated timeframe:Q1 2016]

... to make a shopping list.

This means it will be becessary to embed chips in your sofa, your wallet and your refrigerator to enable them to communicate with the rest of the world. And those chips will need power to run their communications.

In some cases this power will come from the electricity grid or a battery, although this is not always convenient. However scientists at the University of Washington in Seattle believe they have at least part of an answer to the problem: to reconfigure a chip’s communications so that they need almost no power to work.

Most conceptions of the internet of things assume that the chips in sofas, wallets, fridges and so on will use technologies such as Wi-Fi and Bluetooth to communicate with each other - either directly over short ranges or via a base-station connected to the outside world for long range connectivity.

However, for a conventional chip to broadcast a Wi-Fi signal requires two things. First, it must generate a narrow-band carrier wave. Secondly it must impress upon this wave a digital signal that a receiver can interpret.

Following Moore’s Law (that the number of transistors in a dense integrated circuit doubles approximately every two years) the components responsible for doing the impressing have become ever more efficient over the past couple of decades. However, those generating the carrier wave  have not done so.

Not having to generate its own carrier wave reduces a chip’s power consumption ten-thousandfold, because throwing the switch requires only a minuscule amount of current. Moreover, though trial prototypes do still use batteries, this current could instead be extracted from the part of the carrier wave that is absorbed.

Read the original unabridged Economist.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: TheEconomist.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6850

Marketers Prepare for Virtual Reality Ads

Marketing Trend Summary: Brands are embracing Virtual Reality via 360-degree video now that Facebook and YouTube both support this video format.

A diverse group of entrepreneur originators has been creating 360-degree virtual reality [VR] videos for some US college football teams, the Rockefeller Center and GoPro Extreme. On the publishing side of VR, media companies such as Discovery are already creating VR content for their apps, but as yet are not ...

[Estimated timeframe:Q1 2016 Onward]

... extending resources for VR advertising.

Framestore, a VR production and creative studio, is currently assisting a number of ad agencies to prepare for a VR advertising channel.

In an interview with Digiday, a company focusing on digital media, marketing and advertising professionals, Framestore creative director Resh Sidhu said: "We were getting agencies coming to us so late in the process. They didn’t know the realities of what they were producing, both from a creative and a financial point of view. So we need to do this."

Meantime, eager (and gullible?) US consumers can pre-buy Oculus Rift VR headsets for a mere $599, scheduled for delivery later this spring .

After twenty-plus years of promise it now seems that virtual reality tech will truly reach the masses.

From a marketing standpoint the ability to completely control an audience’s environment via sight and sound, provides a fresh canvas for crafting and delivering marketing messages.

Read the original unabridged MarketingDive.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: MarketingDive.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6806

Amazon Muscles-In On the Coming Smart Homes Market

Marketing Trend Summary: Amazon enters the Smart Home market, becoming the 'Brains' behind the Internet of Things [IoT].

Amazon today announced it's intention to push deeper into the smart home market by selling semiconductors manufactured by its subsidiary Annapurna Labs, a chip design company purchased by Amazon chairman/ceo Jeff Bezos last year for $350m. Amazon's ultimate aim is to sell ...

[Estimated timeframe:Q1 2016 -Q4 2019]

... the technology to home equipment designers who specialise in building products for the Internet of Things [IoT].

Amazon's move will see companies integrate search into a variety of hardware devices.

Amazon’s new product line, branded Alpine, will serve as a foundation for next-generation digital services for connected homes.

The chips can enable functions such as voice search in domestic devices.

Voice search will drive new behavior and understanding for marketers in 2016, according to David Pann, general manager of Microsoft Search Advertising, who made seven search predictions for 2016.

Pann’s predictions range from using search data to predict the outcome, to using paid-search advertising to go beyond keywords to audience and action buying, and mobile to personalize the experience.

Search marketing will harness the majority of digital marketing spend, predicts Pann, but the industry will need to find a way to automate more functions into chips and devices.

Search marketing will represent 45.4% of digital marketing spend in 2016, predicts Forrester Research Digital Marketing Forecasts, 2014 to 2019. However, that figures doesn’t include future search investments that will become automated in devices.

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=6803

Food Companies Adopt High Tech Labelling for Packaged products

Trend Summary: Major US food manufacturers back hi-tech labelling that enables shoppers to get product information via smartphones.

The SmartLabel initiative, announced earlier this month by the US Grocery Manufacturers Association [GMA], is supported by more than thirty major companies, among them General Mills, Hershey and PepsiCo . According to the GMA its member companies are expected to use the QR code technology on 30,000 products within ...


[Estimated timeframe:Q2 2015 - Q4 2017]

... the next two years.

The most controverisial issue the SmartLabel is intended to address is the use of ingredients made from genetically modified organisms [GMO], crops whose DNA is engineered to produce traits such as pest resistance.

The US government currently allows production of multiple GMO crops and many science groups deem them safe. However, some consumer advocacy organisations claim that  GMOs potentially harm the environment and human health, and urge that products containing them be labelled.

However, food industry officials argue that mandatory labeling would be confusing and costly, and that companies should not be compelled by law to label foods containing GMO.

The SmartLabel—which allows but doesn’t compel companies to reveal GMO ingredients—is a step toward doing that. The GMA estimates that by the end of 2017, companies will disclose information on GMOs via SmartLabel technology for some 20,000 products.

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=6786

Publicis Groupe Restructures its Offering for 2016 Onward

Trend Summary: In a move that may be emulated by other ad agency titans, Publicis Groupe plans an imminent massive restructuring.

Paris headquartered Publicis Groupe, the world's third largest ad agency conglomerate, has announced a major resructuring of its worldwide operations effective 2 January 2016. According to the group's chairman/ceo Maurice Lévy, the move will divide the group's current advertising and marketing properties into four hubs focused on ... 

[Estimated timeframe:Q4 2015 - Q4 2016]

... creative, media, digital/technology and healthcare.

According to M Lévy, the restructuring comes as Publicis Groupe focuses on a new ambition:"To be the admired force for business transformation driven through the alchemy of creativity and technology".

It's unclear whether M Lévy's orotund prose is directed at the group's clients (who include CocaCola, AXA, AstraZeneca and Bank of America) or at other major advertisers who have yet to be coaxed into the Publicis fold.

This is how the Publicis brands will be grouped in future:

1. Publicis Communications: Arthur Sadoun will head up Publicis Communications as its new CEO. This hub will include Publicis Worldwide, MSL, Nurun, Saatchi & Saatchi, Leo Burnett, BBH and Marcel.

2. Publicis Media: The media arm of Publicis will be led by Steve King whose remit includes Starcom Mediavest, ZenithOptimedia, Vivaki, Performics, MRY and Moxie.

3. Publicis.Sapient: The digital hub, will be led by Alan Herrick and includes Sapient Consulting, SapientNitro, DigitasLBi and Razorfish.

4. Publicis Healthcare: Nick Colucci will head up the healthcare hub, Publicis' newly integrated health and pharma offering.

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6785

3D Printing - Tomorrow's Industrial Revolution?

Trend Summary: According to multinational market analysts Canalys, 3D printing is a growing market worth an estimated $5.2bn (£3.4bn) this year.

A 3D printer isn't really a printer as such. It's essentially a type of industrial robot that produces three dimensional solid objects from a digital file. It's a growing market worth an estimated $5.2bn (£3.4bn) this year, Canalys predicts. Investors and entrepreneurs are beginning to believe that the world is ...

[Estimated timeframe:Q4 2015 onward]

... on the cusp of a new industrial revolution.

Given that many predict 3D printers will eventually become as common in our homes as are mobiles and tablets today, you might expect the boss of one of Europe's youngest players in the market, to agree.

Not so howowever. According to Rafal Tomasiak, chief executive of Polish 3D printer company Zortrax, which is less than two years' old: "Whenever I talk to other manufacturers who say there should be one in every home I ask them, 'have you got a normal printer at home?'

"Most say, no. For the time being, 3D printers are not ready to be used at home. The printing process is not as easy as the promotional films present, you need to be a specialist"

"I think that most small and medium-sized companies that have not started using 3D printing will definitely start to do so.

"The future is the medical sector, which is using it more and more, and I think that is where 3D printers will be most useful - saving lives and treating patients".

Read the orginal unabridged BBC.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: BBC.co.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6781

Global Marketing Budget Growth is Steadily Slowing

Trend Summary: According to the latest Global Marketing Index, released today, the growth rate for marketing budgets worldwide is steadily slowing.

The Headline Global Marketing Index (GMI) for September, published today by World Economics.com, registered a value of 55.0, down slightly from its value in August. The Index suggests, however, that global marketing activity is still experiencing steady expansion. All regions experienced growth, with the headline GMI values for Europe, the Asia-Pacific region and the Americas reaching ...

[Estimated timeframe:Q4 2015 onward]

... 57.5, 54.1, and 52.8 respectively

The aggregated Americas GMI value for the two continents masks a rising trend in marketing activity in North America, powered by the US but balanced by falling marketing spending in South America, caused primarily by falling economic activity in Brazil. This is congruent with the findings of the World Economics SMI’s for the United States and Latin American economies.

Marketing budgets expanded in Europe and the Asia-Pacific regions in September, but fell in the Americas. The fastest rate of expansion occurred in Europe, with an Index value of 55.0, up by 0.5 on August and the fifth successive monthly rise.

In the Asia-Pacific region the index value registered for marketing budgets was 51.4, down marginally on the month before and the seventh consecutive monthly fall.

In the Americas, a Marketing Budgets Index value of 48.3 was recorded, down from August and below the 50.0 'no change' level, indicating that marketing expenditure was falling. This aggregated index again disguises a very different pattern of economic activity between growth in North America and decline in South America.

The GMI data for September confirmed the trend decline in the allocation of budgets by medium, moving away from traditional media and towards digital and mobile.

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: World Economics.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6719

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