236 Marketing Trends found for Corporate / Mergers/alliances/demergers


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Credit Card Linked Marketing Set to Soar

Trend Summary: Nine out of ten US-based chief marketing officers who have deployed credit card-linked marketing campaigns report revenue lift from the activity - which is also likely to go global.


According to a poll jointly conducted by the Bank of America and The CMO Club (an organisation representing senior US-based chief marketing officers) 98% of CMOs deem marketing campaigns linked to credit or charge cards an effective solution for reaching their target audience. Nearly half (48%) believe that card-linked marketing is more effective or comparable to targeted social media advertising, while 72% rank it ...

[Estimated timeframe: Q1 2014 onward]

... higher or comparable to store branded gift cards.

However, these online and mobile cash-back deals are not yet fully understood. The poll reveals that while 78% of CMOs claim to know what card-linked marketing is, more than half (62%) have yet to implement such a program.

Of those who have never used the technique, 53% say they don’t know how it works, while one in three (34%) admit that they are unsure of its effectiveness.

Such responses suggest that many marketers are missing a key opportunity to connect with and grow their customer base.

The survey, which polled CMOs on their preferences and marketing programme needs, found that 96% of CMOs are planning to use card-linked marketing in future campaigns.

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=6314

Merger Set to Dominate Global Video Ads Market

Trend Summary: The merger of two major online video companies headquartered in France is set to change the face of online video advertising worldwide.


Two major European players in online video advertising, Ebuzzing and Teads, are merging to create a new company with plans to list on the NASDAQ in 2015. The merged company, Ebuzzing and Teads Group, aims to build a global online video advertising giant with complementary technologies it will offer both to advertisers and publishers. The combined E&T group will employ around 300 staff based in ten nations, specifically ...

[Estimated timeframe: Q1 2014 - Q4 2015]

...  the USA, UK, France, Germany, Italy, Spain, Switzerland, Luxembourg, Mexico and Korea, including an R&D team of more than 100 engineers based in France.

Both the merging companies have developed what they term ‘outstream’ video ad formats — meaning the ads can be displayed outside of a video stream, within any content on a web page, such as a text article or slideshow.

The advantage of this (to paying clients) is it does not require publishers to produce their own video content in order to house video ads on their websites, thereby helping video ads to spread further.

Teads also developes private marketplaces for publishers, in which the latter can manage the monetisation of their video ad inventory — including instream video, not just outstream.

Read the original unabridged TechCrunch.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: TechCrunch.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6309

New IBM Acquisition Will Boost Innovative Marketing

Trend Summary: The new technology currently being integrated into IBM's products and services division is forecast to lead to game-changing innovations for marketers.


IBM Research Labs, part of the IT titan's Enterprise Marketing Management Division has acquired Silverpop - technology that supports marketers as they seek ways to move from "bullhorn marketing" toward creating dialogues and engaging consumers.  The acquisition - IBM's second in the marketing automation space - follows its purchase four years ago of Unica, a leading provider of innovative marketing solutions, which IBM acquired for ...

 

[Estimated timeframe: Q1 2014 onward]

... the not inconsiderable sum of $480 million.

According to Jay Henderson, global strategy director of IBM Smarter Commerce, the work done by IBM Research Labs has resulted in game-changing innovations with the concomitant technology now integrated into the division's products and services.

Mr Henderson believes Silverpop's technology can support marketers as they seek ways to move from "bullhorn marketing" toward creating dialogs and engaging consumers.

He said IBM recently consolidated several technologies from acquisitions like Unica into EMM, but declined to comment on the future of Silverpop's technology.

Henderson also stressed that Silverpop brings email capabilities into IBM's marketing portfolio of services.

Email marketing platforms, said Henderson, are "workhorses" for brands because they produce great return on investments, easily becoming a gateway to mobile services and social media.

The Silverpop acquisition also includes customer engagement and "lead generation, nurturing and scoring" techniques to support business-to-business marketers.

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=6308

WiFi Set to Revolutionise Cellular Industry

Bottom Line Trend: Increased WiFi speeds are resulting in faster services for users and are set to revolutionise the cellular industry.


As an article in yesterday's Washington Post pointed out, just a decade ago America's WiFi networks achieved speeds of 54 Megabytes per second [8,000,000 bits per second]. Today we're hitting speeds of one GigaBytes per second [8,000,000,000 bits per second] or more. These advances aren't just creating faster internet experiences, they're also giving rise to ...

[Estimated timeframe:Q4 2013 - 2014 onward]

... a brand new crop of cellular services.

These alternatives to the traditional wireless carriers exploit the spread of cheap and plentiful WiFi, enabling them to deliver low-cost voice services, SMS [Short Message Service] and other components of phone, web, or mobile communication systems.

The USA is dominated by four national wireless carriers that operate their own networks. These companies charge relatively high prices.

Some of the cost is justified: in addition to providing mobile services, the companies have to invest in upgrading towers, buying the airwaves over which calls travel, and other infrastructure costs.

Small cellular companies, however, have no such overheads and are moving aggressively into the market, shaking up the status quo. Collectively, these businesses are called MVNOs — mobile virtual network operators.

By signing deals with the larger telco businesses, MVNOs can use the telcos' infrastructure without having to start from scratch. In some cases, MVNOs also cut costs by foregoing customer service teams. That can add up to savings that are passed on to consumers.

The trend is likely to cross the Atlantic and the Pacific any time now.

Read the original unabridgedWashingtonPost.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: WashingtonPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6210

GroupM Moves into Automated TV Buying

Bottom Line:  The largest of Madison Avenue’s so-called trading desks, Xaxis, today announced details of its TV programmatic television audience-buying platform. Tomorrow the World?


Xaxis TV, a subsidiary of WPP Group's GroupM unit, is the latest agency business to jump aboard the 'addressable TV' bandwagon. Other pioneers include Interpublic’s Mediabrands unit, plus a plethora of online video ad networks, and targeted/addressable TV infrastructure players such as Visible World and Invidi. These and other companies are accelerating the development of programmatic exchanges - technology that emulates ...

[Estimated timeframe: Q4 2013 onward]

... the online ad industry's automated buying and selling activities, albeit substituting clicks with TV eyeballs! 

Xaxis TV, along with new sister platform Xaxis Brand Suite, is part of the group's ongoing push into traditional media, self-proclaimed as “the world’s largest audience buying company”.

The company previously developed audience-buying ad exchanges for out-of-home media, radio and conventional online video.

With its latest venture it extends its reach into television.

Xaxis claims to have already gained access to “premium inventory” from dozens of top “broadcast-quality media owners” as part of its foray into programmatic TV audience buying.

Albeit coy about the identity of its partners, Xasis names the ABC TV Network as among them.

Hypes Xaxis North America managing director Brian Gleason “We are not only creating new channels and formats for audience buying, we are connecting them, via our DMP [Data Management Platform], to the broadcast metrics [that] advertisers already understand.”

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=6177

Apple Reportedly Makes Major Commitment to iWatch

Bottom Line: Industry hype has it that smartwatches are the future of mass online communications. Today Apple's iWatch threw its hat into the ring.  


According to rumours surrounding two Taiwanese tech manufacturers, Apple Inc has contracted to the manufacture of its long awaited and much hyped wearable smart device - the iWatch. The device is reportedly priced at $199 [£150.70] and scheduled for launch in the second half of 2014. There is also speculation that ...

[Estimated timeframe: Q4 2014 onward]

...  Apple has commited to a production run in the region of 63.4 million iWatches in 2014.

insiders say that the Cupertino, California-based company has appointed Taiwan manufacturers Inventec and Quanta to undertake production, with manufacturing quotas respectively split on a 60:40 basis.

If accurate, the projected iWatch sales figure would approach Apple's total iPod sales over the five year period 2008 to 2010.

Apple has yet to confirm that it  whether it is working on the device, but in July the company filed an application to register "iWatch" as a trademark in Japan, Mexico, Turkey and Taiwan under product category for a computer or watch device.

Read the original unabridged TheInquirer.net 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: TheInquirer.net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6172

Japan's Dentsu Aims to be 'Global Player' by 2017

Bottom Line: In a move seemingly intended to keep up with the 'PubliCom' Joneses, Japan's Dentsu plans to transform itself into a “next-generation global agency network”.


Tokyo-headquartered global agency conglomerate Dentsu, currently out on an insecure secure limb in the wake of  the recent Publicis/Omnicom mega-merger, has unveiled a new strategic initiative to transform its sprawling organisation by 2017 into a “next-generation agency network” that will expand globally in addition to ... 

[Estimated timeframe: Q3 2013 -2017]

... consolidating its dominance of Japan's circa 126.7 million consumer home market. 

The plan, dubbed Dentsu 2017 and Beyond, begins with the current fiscal year through to 2017, broadening the holding company’s remit from its current regional focus to a “truly global player” in 110 countries worldwide.

Its first strategic move in this direction was the acquistion earlier this year of the UK-headquartered Aegis Group. In the light of Dentsu's expansionist strategy, further acquisitions are clearly on the horizon.

Dentsu's strategy is short on detail and long on hyperbole, brandishing such phrases as “creating new marketing communications that go beyond the framework of existing advertising business.”

There will aso be an emphasis on “integrated solutions that lead the digital age.”

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=6158

Merger Mania Set to Change Face of Global Advertising

Bottom Line: Breaking news over the weekend suggests that the world's 'Big Five' global advertising agencies are on course for a merger frenzy.


Paris headquartered Publicis Groupe and New York based Omnicom, two of the largest global ad agency holding companies, yesterday confirmed they will merge - news that's sparked widespread speculation, both on Wall Street and Madison Avenue, that similar consolidations by WPP Group - until today the globe's largest marketing services operation - may attempt a merger with US-based Interpublic Group. But even wider industry issues are at stake, primarily the threat posed by ...

[Estimated timeframe: Q3 2013 onward ]

...the new ad-world order now being driven by digital media giants and the Big Data they generate.

Says Omnicom ceo John Wren: “Five years ago, Google, Facebook and Twitter didn’t even exist.” Explaining the logic behind the merger to journalists on Sunday, Mr Wren said “We have many new competitors.

Now all eyes are on WPP's Sir Martin Sorrell who is unlikely to remain passive in the current situation. So far he has made no comment and silence is not one of the ad tycoon's primary attributes!

Meantime, Wren and Publicis ceo Maurice Levy, will jointly serve as co-ceo in a newly formed Netherlands-based holding company, Publicis Omnicom.

This arrangement will remain in place for thirty months until Levy retires and Wren becomes sole CEO.

As the core rationale behind the deal both men cited the increasing pressures of “digital media giants,” as well as the “acceleration” of industrial change.

Meantime former global leader WPP will be dwarfed by Publicis Omnicom in every key metric, including market value, revenue, profit, and especially marketplace leverage.

In an email sent to MarketingTomorrow by Manhattan-based financial analysts Pivotal Research Group, senior research analyst Brian Wieser opined: “While the impact would not play out for many years, long-term media cost inflation would likely be at least partially contained.”

One thing that is likely to play out sooner, predicted Mr Wieser, is some capitulation from other agency holding companies, most likely WPP.

Says Wieser: "Interpublic tie-ups involving Havas and Dentsu are now much more likely to occur”, implying that the Publicis/Omnicom deal could actually free WPP to make more merger deals than might otherwise have been feasible.

“What would have been unthinkable previously would now make sense, with WPP adding incremental scale and profitability,” Wieser explained. “Beyond the synergies WPP could extract, cashflows generated by Interpublic in particular would be much more valuable in WPP’s hands.

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=6145

Is Facial Recognition the Nemesis for Credit Cards?

Bottom Line: New technology, launched this month, enables users to pay for goods and services via their unique facial features instead of swiping a credit card.


Based in Helsinki, Finland, Uniqul claims to be the world’s first face recognition payment system. Using a special Uniqul tablet with military grade algorithms, customers can pay without the need for wallet, cards or mobile phones. The company claims its new system elevates consumer convenience to a new level. As an example Uniqul posits the following scenario ...

[Estimated timeframe: Q3 2013 onward ]

... "Imagine going in to a kiosk, picking up a newspaper at the cashier counter, clicking “OK” on a Uniqul tablet and walking away."

The company claims its program can perform the complete purchase transaction "in the blink of an eye".

According to Uniqul CFO Ruslan Pisarenko, the technology - which is due to roll out in August 2013 - has the ability for transactions to be completed instantly and can even distinguish between identical twins.

Says Mr Pisarenko: "We have developed an user friendly interface and made the system easy to use. All of this comes down to a user experience which consists of a user merely clicking “OK” on our tablet.

"In the background our algorithms are processing your biometrical data to find your account in our database as you are approaching the cashier. The whole transaction will be done in less than five seconds – the time it usually takes you to pull out your wallet.

"The face is a PIN and it's more like a complete way to identify a person and to provide access to the person's own Cloud wallet,'' he said.

"But in some cases where the system is not 100 per cent accurate, it will ask a person to input their PIN as security.''

Read the original unabridged Australian.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: TheAustralian.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6142

Satellites to Deliver Global High Speed Internet

 Bottom Line: A US-based company has launched four high-speed telecoms satellites - the first stage in creating a global high-speed internet service.


O3b Networks yesterday successfully launched its first four telecommunications satellites, thereby laying the foundation for the company’s global high speed satellite internet service. O3b (which stands for the “other 3 billion” people without internet access) aims to provide high speed, low latency satellite internet to underserved parts of the world. The company, which has funding in excess of $1 billion, is backed by ...

[Estimated timeframe: Q2 2013 onward]

... a number of partners, including Google, HSBC and Luxembourg-headquartered satellite operator SES.

The company plans to have eight satellites in orbit by the end of this year- with the next four being launched this coming September.

The system's internet coverage area is almost everywhere on the globe within 45 degrees of the equator, serving a host of nations that currently lack the infrastructure for high speed internet services.

Unlike traditional telecommunications satellites, the O3b satellite constellation is in lower orbit, and operates on different frequencies.

As a result, the company claims that it will be able to deliver higher bandwidth data with less latency than current satellite technology.

The company also claims that its system should experience less latency [the measure of time delay experienced in a system] than fibre optic cables.

Read the original unabridged Forbes.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: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6126



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