355 Marketing Trends found for Corporate / Financial


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B2B Companies To Increase Adspend Budgets In 2017

Trend Summary: Despite an increased focus on storytelling and content marketing, a significant number of B2B companies intend to increase their ad budgets.


A recent survey by Boston Massachusetts headquartered brand strategy consultancy Spencer Brenneman found that 81.3% of B2B companies expect to invest more in branding efforts in 2017, with expected increases of ...

[Estimated timeframe:Q1 2017]

... up to 20%.

According to UK ad trade website The Drum, companies that have boosted their branding expenditure over the last five years have seen improved sales and landed more customers.

Moreover, Britain's advertising agency trade body, the Institute of Practitioners in Advertising, reports that marketing budgets overall continue to increase despite concerns over Brexit.

In the coming five years, 81.3% of B2B companies expect to invest more in their brand strategies, with an anticipated increase of up to 20% in 2017.

Read the original unabridged ChiefMarketer.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: Chiefmarketer.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7098

European Ad Industry Bullish About 2017

Trend Summary: New data reveals that confidence levels in the European advertising and marketing industry are getting stronger.


The latest European Advertising Business Climate Index, compiled by the European Association of Communications Agencies [EACA] reached a figure of ...

[Estimated timeframe:Q1 2017]

... +19 in January 2017.

This trend represents a modest increase from the October 2016 level of +16, but is significantly up on the +7 registered last July.

EACA noted that the British ad sector in particular seems to be on a recovery path after the Brexit vote, as the confidence index rose sharply from +4.1 in October 2016 to +38.7 in January 2017.


The latest Expenditure Report from Warc, in conjunction with the UK Advertising Association, indicates that adspend is encouragingly on the increase, with third quarter spending up by 4.2% to break £5bn, while full-year spending is expected to increase by 4.4% to reach £21bn for the first time.


Across Europe, the German (+48), Croatian (+36) and Swedish (+33) markets also recorded high levels of business confidence in the EACA index, which is based on monthly data collected by the European Commission from 43,000 companies.

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: http://marketingtrendtracker.com/article.aspx?id=7097

US Mobile Adspend Predicted to Double By 2021

Trend Summary: Annual mobile ad spending in the USA will reach $72 billion by 2021.


A new forecast from US media and telecommunications financial consulting firm BIA/Kelsey predicts that by 2021 spending on mobile media in the USA will have increased by ..

[Estimated timeframe:Q1 2017]

... 17% compound annual growth rate through 2021.

Assuming the firm's reckoning to be accurate, that's up from $33bn billion last year.

Of the overall mobile adspend, the location-targeted portion is projected to grow from last year's figure of $12.4bn to $32.4bn in 2021.

This growth translates to 38% of overall mobile ad revenues today -- growing to 45% by 2021.

According to BIA/Kelsey, one of the biggest mobile success factors for local mobile is "native thinking", which involves building content, apps and ads that fit the device’s unique form factor, as opposed to importing formats from legacy media.

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: http://marketingtrendtracker.com/article.aspx?id=7087

UK Growth to Slow as Economy Rebalances

Trend Summary: The UK economy will see three years of "relatively slow growth" as it relies more on trade and less on consumer spending.


The influential EY Item Club predicts that higher inflation caused by a weaker pound will result in GDP growth of 1.3% in 2017 and a meagre ...

[Estimated timeframe:Q1 2017]

... 1% next year.

Rising demand for exports, however, will offset this downward trend somewhat.

A separate survey, however, notes that optimism in the financial services sector hit its lowest level since the 2008 crash.

Moreover, the £ sterling has fallen by 17% against the dollar since the UK voted to quit the European Union last June, increasing import costs and pushing up shop prices.

Read the orignal 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: http://marketingtrendtracker.com/article.aspx?id=7083

Global Tech Spending Predicted to Sag In 2017

Trend Summary: Technology spending worldwide will grow at a rate of between 3% and 4% in 2017 and 2018.


In a report released yesterday by independent technology and market research company Forrester, global spending on marketing technology will grow grow at a rate of between ...

[Estimated timeframe:Q1 2017]

... 3% and 4% in 2017 and 2018.

However, Forrester lowered its forecast for business and government purchases of tech goods and services, predicting a growth rate of 3.2% in 2017 and 3.9% in 2018, as measured in constant- or local-currency terms.

Growth overall should rise to 3.9% in 2018, but while the USA and a handful of other countries will experience stronger growth, Japan, most of Europe, and many emerging economies will experience weaker growth in tech spending.

The USA, alomg with China, and India will lead growth, with Europe and Japan lagging. Forrester estimates that technology spending in a handful of other countries will see at least 4.5% growth, with another dozen seeing around 3%.

Among other factors, a weaker British pound and uncertainties about the ultimate UK/EU relationship will hurt UK consumer spending and business investment, reducing the UK's real GDP growth to circa 1%. China will sustain 6% growth in real GDP.

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: http://marketingtrendtracker.com/article.aspx?id=7070

Emerging Nations Will Generate Over 2.5 Bn Smartphone Users by 2020.

Trend Summary: Marketers eyeing the global market are advised to think mobile, especially if targeting emerging markets.


According to "Emerging Markets: Changing the Game of Mobile Advertising," a new white paper published by mobile connectivity operator Jana, nations such as India, Mexico, Brazil and Indonesia will by 2020 collectively account for more than ...

[Estimated timeframe:Q1 2017]

... 2.5 billion smartphone users.

Growth will be spurred by Google's Android mobile operating system, which currently accounts forjust over half of all US smartphones, plus a global share of 88%.

However, the high cost of data discourages many users from downloading apps. According to UK newspaper The Guardian, 50% of smartphone users in India deactivate their data plans, a trend that has forced companies like Google-owned YouTube to create "lite" versions of their apps to reduce data usage.

Globally, video is on track to account for 70% of all mobile data traffic during the next five years.

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: http://marketingtrendtracker.com/article.aspx?id=7066

Global Marketing Budgets continue to Fall

Trend Summary:  Marketing budgets worldwide continue to decline as 2016 morphs into 2017.


According to the monthly Global Marketing Headline Index [GMI], published by World Economics, the index fell to 51.7 in December, down from its value in the preceding month and the second successive fall. Moreover, the rate of global ...

[Estimated timeframe:Q4 2016]

... marketing activity resumed its downward path from a high three years ago.

However, there were some regional differences, with the European GMI rising in December to reach 56.3, its third consecutive increase after six months of decline.

The Headline Index for the Asia-Pacific region fell to 48.3, below the 50.0 ‘no change’ level, indicating a fall in marketing activity. In the Americas, marketing activity fell for the third successive month with an index value recorded of 49.4.

The gloomy global picture was somewhat relieved by the situation in Europe where the index rose to 54.7, the third rise in a row and continuing a recovery from the low point in September 2016 following the negative impact on sentiment after the Brexit referendum result.

Read the original unabridged World Economics.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: WorldEconomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7061

Protectionist Traits Threaten Global Growth

Trend Summary: Prospects for global free tradehave darkened considerably.


Despite the recent euphoria in equity markets, senior economist Claudio Borio at Switzerland's Bank for International Settlements [BIS] believes that mounting public and political scepticism toward free trade poses a ...

[Estimated timeframe:Q4 2016]

... threat to economic growth.

According to Mr Borio: “There would be no winners, only losers. Lower global growth, and possibly higher inflation, would benefit no one,” he said in comments accompanying the release of the BIS’s quarterly review.

Not the least disturbing factor is a recent statement by US President Elect Donald Trump who threatened to impose higher tariffs on Chinese goods, also declaring that the Nafta trade agreement between the USA, Mexico and Canada needs to be renegotiated.

He has also threatened to slap tariffs on US companies that fire American workers and shift production overseas.

Commenting on recent financial-market developments, Mr. Borio said that it was “especially good news” that financial markets “functioned smoothly despite the price gyrations, not unlike what had happened at the time of the Brexit vote.”

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: http://marketingtrendtracker.com/article.aspx?id=7051

Marketers, Ad Agencies Divided Over Data Ownership

Trend Summary: Ad Execs are united on data ownership but divided as to whether it belongs to agencies or clients.


Way back in February 2009 WPP owned GroupM, the world's largest buyer of media, quietly altered the terms and conditions of its    online advertising buys with publishers, including one that today is  ...

[Estimated timeframe:Q4 2016]

... stirring a major debate over data ownership in the online advertising marketplace.

In 2009, GroupM changed the wording on all the invoices it exchanged with publishers, asserting that data generated by ads served belongs to the “agency/advertiser.”

Since then the amount of data has grown exponentially, but has also increasingly become consolidated within so-called “walled gardens” such as Google and Facebook, which have become gatekeepers for targeting consumers with digital ads.

This trend has caused a rift and increasing consternation in adland, as well as among major brands, and is one of the main reasons GroupM has reorganised its digital data infrastructure around its own “platform,” dubbed [m]Platform, announced this week.

Unsurprisingly, a majority of marketers (60%) believe they are the rightful owner of this data, although nearly half (49%) believe the agency has equal ownership.

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: http://marketingtrendtracker.com/article.aspx?id=7043

P&G Axes One Hundred Brands, Ups Media Spend

Today's Marketing Trend: Procter & Gamble's belt-tightening on agency and production costs isn't over, although it's focus now appears to be on production.


The FMCG giant's increased spending on media will benefit the largest social-media platforms, along with "broadly appealing" TV shows, acording to the company's ...

[Estimated timeframe:Q4 2016]

... presentation to analysts last week in Cincinnati.

Although P&G didn't unveil many new initiatives, it provided details as to how it plans to rekindle growth just forty-nine days after its massive divestiture of over  one hundred brands.

According to Chief Brand Officer Marc Pritchard the focus is now on "reach and continuity", with brands such as Tide, Pampers and Febreze upping their reach by 10% to 20% in the USA whilst still focusing on their most important consumer segments.

Mr Pritchard also revealed that marketing costs are P&G's "third largest spend pool behind people and product".

Moreover, the company has focused on productivity by reducing spending on agency fees and production by $620 million - down by around 30% over the past three years - to circa $1.4bn, partially by halving  the number of advertising and marketing agencies with which P&G works to around 3,000.

Read the original unabridged AdAge.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7035



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