578 Marketing Trends found for Corporate / Products


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Marketing Via Instore Beacons Set to Soar

Trend Summary: Seeking to add value to proximity marketing campaigns, advertisers are increasingly using tools like in-store beacons.


Speaking at the annual South by Southwest film and interactive media conference in Austin Texas this month, Sarah Ortman, Associate Director/Marketing Communications at the Clorox Company, discussed the increasing use of ...

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... instore beacons and connected products for the home.

Confided Ms Ortman: "When we put our plans together, I try to put myself in the shoes of a consumer or a shopper. You're not always ready to pick up that unit in store: the drink, or a box of cereal, or the canister of wipes".

More specifically, she argued that attempts to tap proximity marketing – which aims to provide hyper-targeted and relevant messaging tailored to a consumer's precise instore location – must begin from the view of the customer, not the brand.

Ms Orman also advised caution when using instore beacons, highlighting the potential to alienate customers if beacons send them irrelevant content. She also recommended that marketers focus on audience interests rather than technological capabilities.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q1 2016]

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=6862

Google Woos Marketers With Ad Analytics Suite

Trend Summary: Google has unveiled the beta launch of Google Analytics 360 Suite, designed specifically for marketers at large companies.


The search mammoth's latest dollar spinner, a set of integrated data and marketing analytics tools, is directed specifically at marketers in large companies, especially those that need to transition their practice to facilitate consumers ...

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... multi-screen media consumption.

Google's latest magic bullet is a new suite of products that claim to enable marketers to view the entirety of their customers' path to purchase.

The suite will also develop audience insights, enable a systematic company-wide approach to marketing activity via integration, with a host of its other tools such as AdWords, DoubleClick and third party platforms, enabling marketers to take immediate action and drive business impact.

The newly combined launch melds earlier Google products such as Google Analytics Premium and its attribution service Adometry.

Hypes Paul Muret, Goofle's VP of Analytics, Display, and Video Products: “Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals".

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q1 2016]

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: http://marketingtrendtracker.com/article.aspx?id=6856

'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 ...

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... 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.

[Estimated timeframe:Q1 2016]

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: http://marketingtrendtracker.com/article.aspx?id=6850

Smartphones Will Drive mCommerce by 2017

Trend Summary: 2017 will pass a milestone for US e-commerce, with over half of digital buyers using a smartphone to make purchases.


The latest forecast by New York headquartered research firm eMarketer predicts that by 2017 95.1 million Americans aged fourteen years and upward (equating to 51.2% of all US digital buyers) will make at least one purchase via a ...

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... smartphone in 2017.

According to eMarketer retail analyst Yory Wurmser: “Most shoppers regularly browse and research on their smartphones, but they’re now also making purchases with them as mobile sites become better optimised and screen sizes grow."

Mr Wurmser also believes that "it's easier for shoppers to complete a purchase on their smartphone, driving up mCommerce numbers for the next several years.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2016]

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=6844

Marketers Embrace New eMail Authentication System

Trend Summary: Adoption of the DMARC email authentication protocol has grown 24% globally over the past year.


New York headquartered data platform and email marketing company Return Path, reports that global adoption of the DMARC [Domain-based Message Authentication, Reporting and Conformance] protocol has increased over the past year, although this still does not represent ...

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... the majority of companies.

DMARC, an email authentication tool, helps to prevent email-based phishing and spoofing attacks.

It is also an increasingly critical component of email marketing, as marketers who implement DMARC in their email authentication process see higher deliverability rates.

This is partly because their messages are considered by recipients to be safe and reliable, and partly due to DMARC systems installed by providers to detect spoofing.

Although DMARC is still not used by the majority of companies, global adoption of the protocol has increased over the past year, currently accounting for 29% of all global brands - an increase on the 22% in 2015.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2016]

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=6835

US Public Cloud Market Forecast to Hit $200bn in 2016

MarketingtrendTracker Summary: More major US companies are shedding legacy information-technology tools and moving to the cloud.


According to US headquartered IT research and advisory company Gartner, global sales in the public cloud market are expected to hit $204bn (£142.7bn) this year, up 16.5% on 2015. The gains are expected to be driven by a growing demand for ...

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... cloud system infrastructure services.

Also known as IAAS (Infrastructure-as-a-Service), the sector is forecast to surge by 38.4% to $22.4 billion in 2016.

Other growth areas include cloud-based business process services, application infrastructure services, and management and security services.

Gartner research director Sid Nag says that the gains are expected to continue into 2017, led by the “increased trend of organisations pursuing a digital business strategy.”

Gartner’s latest forecast coincides with various other sources that see cloud adoption in the corporate world as approaching an inflection point.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q1 2016 Onward]

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

Source: Blogs.Wsj.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6816

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 ...

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... 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.

[Estimated timeframe:Q1 2016 Onward]

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: http://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 ...

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... 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.

[Estimated timeframe:Q1 2016 -Q4 2019]

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=6803

Say Hello to the CDO!

Trend Summary: The digital revolution is moving fast and furious, spurring massive disruptions and transformations across almost all industries.


In a report published last week by professional services network PwC, a key sign of digital's growing importance across all types of business is the rise of a new type of executive: the chief digital officer, or CDO. Although the number of companies that have already hired CDOs remains small (just 6% globally), their ranks are ...

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... rapidly growing.

Whilst researching 1,500 of the world’s largest companies via company filings and records and publicly available information, PwC found that firms in consumer-focused industries, including media, entertainment, food and beverage, and consumer products, are at the forefront of the trend.

Large companies are also ahead of the curve, a trend likely due to their sheer complexity and the greater effort involved in carrying out the necessary digital transformation.

Interestingly the trend also reveals that European companies are hiring CDOs at faster rates than companies elsewhere in the world.

According to PwC, flexibility is perhaps the single most important success factor for executives new to the post of CDO. Those who can adapt to rapidly changing circumstances while staying tightly aligned with their companies’ business goals will be in the best position to lead the way to a full digital transformation.

Read the original unabridged PwC article.

[Estimated timeframe:Q4 2015 onward]

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

Source: PWC.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6795

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 ... 

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... 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.

[Estimated timeframe:Q4 2015 - Q4 2016]

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=6785



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