579 Marketing Trends found for Corporate / Products


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Marketers Urged to Insert Smart Devices Into Products

Trend Summary: Marketers must aim for a world where everyday products – such as sauce bottles and domestic light bulbs – are also smart devices.


Speaking at Econsultancy’s annual Future of Digital Marketing event in London last Thursday, Evrythng founder/CMO Andy Hobsbawm urged brands to produce products that adapt around the consumer. As an example of effective consumer-centric marketing, Hobsbawm cited multinational drinks giant Diageo which ...

[Estimated timeframe:Q2 2015 onward]

... recently teamed with ThinFilm Electronics to produce interactive Johnnie Walker whisky bottles.

This is achieved via piloted scanner tags which interact with a drinker’s smartphone to provide product information and recipe ideas - exemplifying a trend Mr Hobsbawm believes can only intensify.

According to Hosbawm: “These items can also enhance the shopping experience for retailers. There’s now light bulbs with microchips which can detect footfall data. We’re heading to a future where the majority of products in a shop will talk to consumers and retailers simultaneously.”

He also believes that smart products expire less quickly than traditional items and will provide brands with crucial data on individual consumers' habits and location.

He added: “If you have a choice of a traditional bottle of alcohol or one with a digital layer, it’s clear you can add a different level of brand value and differentiation to the former.

Speaking at the same event, Glen Calvert, ceo of Affectv, said personalisation data gives brands a “strategic advantage”. In explanation Mr Calvert adds: “True personalisation is only possible if you own both first and third party data. We are working with a travel brand that has aligned itself with Trip Advisor and that will give it a clear strategic advantage over its rivals.”

Read the original unabridged MarketingWeek.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: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6648

Internet of Things Set to Hit $1.7 Trillion by 2020

Trend Summary: The 'Internet of Things' market is forecast to grow globally to $1.7 trillion by 2020, up from $655.8bn in 2014.


Global IT and research giant International Data Corporation [IDC] predicts that, as more devices come online and a plethora of platforms and services mushroom around them, the number of “IoT Endpoints” (connected devices such as cars, refrigerators and everything in between) will grow from $10.3bn in 2014 to more than ...

[Estimated timeframe:Q2 2015 - Q4 2020]

... $29.5 billion in 2020.

According to IDC, devices, connectivity and IT services are expected to account for the majority of the global IoT market in 2020, with devices alone generating 31.8% of the total.

Purpose-built platforms, storage, security, application software and “as a service” offerings are expected to capture a greater percentage of revenue as the market matures.

As the IoT ecosystem continues to grow, companies will increasingly look to platforms and services that help them manage and analyse the streams of data coming from connected cars, thermostats and smartwatches.

This is likely to create a whole new ball-game for companies' Chief Information Officers as firms seek new ways to process and analyse data from multiple sources in real time.

Predicts Vernon Turner, IDC’s research fellow for the Internet of Things: "In China, a large and growing population using mobile devices, alongside a push to make manufacturing practices more efficient, may spur a significant number of new devices and IoT standards, while well networked countries like South Korea and Singapore may also ramp up smart city initiatives.

Read the original unabridged Blogs.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: Blogs.wsj.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6636

EU to Curb Google's Advertising Dominance

Trend Summary: European Union regulators clamp down on Google, Facebook and other US invaders of personal privacy.


Last week Google became the latest (and arguably the hardest hit) of major US online businesses trading within the European Union, following the latter's decision to investigate Larry, Sergei and Eric's monolithic monster on allegations of anti-trust practices, specifically its ...

[Estimated timeframe:Q1 2015 onward]

... favouring, to the detriment of rivals, of Google's own web properties in search results .

Another of Google's current practices under investigation by the EU is the delivery of instant product reviews, thereby diverting traffic away from rivals such as Yelp.

According to an article by Garrett Sloane in today's AdWeek.com, punitive action by the EU could force Google to change its search tactics. Additionally, the probe could also veer into other aspects of its business that impact upon advertising.

Back in 2013, when the US Federal Trade Commission conducted a full investigation into Google's alleged business practices, the commissioners declined to label Google a search monopoly whilst, nevertheless, continuing to maintain a close watch on the company's commercial behaviour. 

Said FTC Chairman Jon Leibowitz: “The changes Google has agreed to make will ensure that consumers continue to reap the benefits of competition in the online marketplace and in the market for innovative wireless devices they enjoy.”

It appears that the EU is now adopting a similar stance.

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=6568

Europe Moves Towards Cashless Society

Trend Summary: Half of European adults with access to smartphones or tablets expect to use mobile payment apps over the next twelve months.


According to a survey of more than 14,000 international consumers conducted by Amsterdam headquartered banking group ING, 33% of Europeans have already used a mobile payment app, enabling them to make payments via mobile phones or tablets. Usage is expected to increase to 51% over the next twelve months, meaning that ...

[Estimated timeframe:Q1 2015 onward]

... as many as 185 million European consumers are moving towards a cashless society, choosing to pay electronically rather than with cash.

ING's Survey on Mobile Banking also revealed that 56% of Turkish mobile device owners and 43% of their Polish counterparts are leading the way when it comes to embracing mobile payment apps – a higher adoption rate than the USA's 42%.

For those yet to embrace mobile payment apps, "lack of trust" (42%) is cited as the biggest barrier, suggesting there is much work to be done in reassuring consumers that their personal financial details are secure.

Read the original unabridged Ing.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: ING.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6559

Is the 'Internet of Beacons' the Future of Marketing?

Trend Summary: Mobile audience analytics specialist Reveal Mobile has to date detected, located and classified 6,400 so-called 'Beacons' across the USA.


Beacons are tiny sensors which, as their name suggests, constantly emit signals of their presence. When another sensor (for example the one in your smartphone) passes adjacent beacons it triggers certain pre-determined events. If, say, you are wandering around a store and pass a beacon en route to the shoes section, your phone might receive...

[Estimated timeframe:Q1 2015 onward]

... a coupon for sneakers. 

Beacons are also used to control other scenarios. On a macro level, if a thousand people with smartphones move through a store in a given way, the retailer's  operations control centre could use that information to adjust energy allocation throughout the store. The potential uses for beacons are endless - but are the beacons themselves?

According to research conducted by Reveal Mobile: “Since June 2014 we've been detecting beacons across the globe, but primarily in the United States."

"We do this to build anonymised mobile audience data. Our software development kit enables a programmer to develop applications for a specific platform embedded in over eighty apps reaching more than two million monthly unique visitors. Assuming the shopper has opted-in to share his or her location and has Bluetooth turned on, the software detects the beacon signals.

"The total beacons that we have detected, located, and classified thus far in the United States total 64,000. Of that number, we can verify the manufacturer on 17,000 beacons, equating to 26.5% of known beacons.”

Read the original unabridged Altimeter Group.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: AltimeterGroup.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6555

Computers Will Usurp Human Race, Apple Guru Predicts

Trend Summary: Apple co-founder Steve Wozniak has expressed concern that artificial intelligence technology might eventually take control of humanity.


In an interview with the Australian Financial Review, electronics guru Wozniak opined: “Computers are going to take over from humans, no question", although it's uncertain whether or not Mr Wozniak's tongue was firmly planted in his cheek when voicing his prediction about artificial intellgence [AI]. In support of his thesis, he cited such respected names as ...

[Estimated timeframe:Q1 2015 onward]

... English theoretical physicist Stephen Hawking and Elon Musk, the Canadian-American entrepreneur, engineer, inventor and investor.

Wozniak told his interviewer: "As people including Stephen Hawking and Elon Musk have predicted, I agree that the future is scary and very bad for people. If we build these devices to take care of everything for us, eventually they'll think faster than us and they'll get rid of the slow humans to run companies more efficiently.”

Asked about the risks inherent in pursuing AI, Mr Wozniak said: “I hope it does come, and we should pursue it because it is about scientific exploring, But in the end we just may have created a species that is above us."

"Will we be the gods? Will we be the family pets? Or will we be ants that get stepped on?" 

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: http://marketingtrendtracker.com/article.aspx?id=6546

Google Invades Nielsen Territory With Fibre Optic TV Ratings

Trend Summary: Google has announced plans that could revolutionise TV ad buying via a new tracking system similar to that used to measure online ad views.


Google's new TV audience measurement system, currently under test in Kansas City, could eventually replace the traditional Nielsen gross ratings point, which relies on a panel of viewers. Although this bewhiskered methodology creates problems for TV networks without multi-million viewer bases, it still remains the ...

[Estimated timeframe:Q1 2015 onward]

... US industry standard for TV audience measurement.

However, Google's foray into Nielsen's hitherto unchallenged ratings fiefdom is a significant event that could extend across the USA to other nations with fibre optic internet services. 

TV measurement techniques have changed rapidly over the past few years, although the traditional gross ratings point (which relies on a panel of Nielsen viewers) is small enough to create problems for networks without a multi-million viewer base) still remains the industry standard.

Google's trump card is that relatively few households have Nielsen boxes, whereas every household with Google Fibre has a fibre box able to run an ad whenever appropriate and notifying the advertiser accordingly.

According to a Google statement: "Fibre TV ads will be digitally delivered in real time and can be matched based on [a variety of factors, ie geography], the type of program being shown (sports, news, etc) and/or viewing history."

Continues the Google statement: "Like digital ads, advertisers will only pay for ads that have been shown, and can limit the number of times an ad is shown to a given TV set. We're excited to see how this test progresses, and we're looking forward to hearing from local businesses and viewers along the way."

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=6545

Flying Car Set to Take Off, Destination: Consumer Market

Trend Summary: After decades of sci-fi promise, a Slovakian-based company is set to revolutionise the auto market with a flying car commercially available to the public by 2017.


In a move which could eventually revolutionise the international automobile industry (and have marketers smacking their lips), Slovakian company AeroMobil this week unveiled its latest prototype - an elongated, road-ready vehicle with stowable wings that is able to ...

[Estimated timeframe:Q1 2015 - Q4 2017]

... to navigate both city traffic and cruise the airspace between the world’s airports.

Addressing this week's SouthbySouthwest event in Austin, Texas, Aeromobil co-founder and ceo Juraj Vaculik said that his company plans to bring flying cars to market sooner rather than later.

The first commercially available model is expected to be a two-seater with a 435-mile range, take-off speed of 81 miles per hour, top air speed at around 124 miles per hour and an autopilot function.

“We are now scaling up quite fast, building the team, and the plan is that in 2017 we’ll be able to announce the first flying roadster,” Vaculik told CNBC.

“The point is not only to showcase that it’s possible to marry together a plane and a car, but to really commercialise it.”

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=6543

Internet of Things Will Come of Age by 2020

Trend Summary: Marketers are advised to change course now in order to ready themselves for the forthcoming 'Internet of Things' upheaval.


According to South Korean multinational conglomerate Samsung, there's still a massive amount of infrastructure work to be done before the so-called 'Internet of Things' [IoT] becomes a part of every-day business and domestic life. Firstly, however, telecom companies and governments must create digital avenues that will enable all software-powered items to ... 

[Estimated timeframe:Q1 2015 - Q4 2020]

... interface with reach other.

However, delegates at this week's US tech-fest South by Southwest [SBSW] generally agree with Samsung's prediction that products will be routinely connected within the next five years.

Addressing the SBSW conference Richard Hollis, ceo of digital software company Holonis told delegates: "As microprocessors and bandwidth become greater and less expensive, converging with nanotechnology as wearables with sensors, the Internet of Things is already here but will gain exponential acceleration and become more utilitarian as we move into the future."

"That simply means that everything captured by these devices can be used as purposeful information and meaningful data."

Layne Harris and Fitz Maro, digital technologists at London headquartered agency 360i, recently published a thesis predicting big advances in IoT this year - let alone in 2020. Here's an extract from the Harris/Maro thesis:

"In 2015, marketers can expect to see broad adoption of more affordable technologies that are inspiring consumers' lives and lifestyles by offering seamless integration between the digital and physical worlds."

"The resulting evolution of consumer behaviour will require brands across every category to be more digitally centric in how they develop their marketing and brand experiences."

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=6536

Adidas Inserts Customer Tracking Chip in Products

Trend Summary: Brands are now using radio frequency identification technology to track products from factory floor to retailer's shelves and, ultimately, consumers' homes.


Among the major brands currently using this near field communications [NFC] tracking process is Adidas, the German multinational manufacturer of sports shoes, clothing and accessories. This extended supply chain enables the sportswear brand to aggregate the collected data to provide ... 

[Estimated timeframe:Q1 2015 onward]

... a more detailed picture of its customers.

The NFC system tracks the data from a retailer's shelf, beyond the store door and ultimately to the purchasers' home.  

According to Jon Werner, so-called 'innovation explorer' at Adidas, some versions of the company's tennis shoes are embedded with NFC semiconductor chips that have the capability to receive and discard information.

The embedded chip would send a personalised marketing message to the shoes' wearer, adjusting this to correspond to their interaction level.

The opt-in process for the digitalisation of merchandise provides Adidas with the data to gain greater knowledge about the customer. In-store, Adidas knows when consumers pick up the shoe and when they put it down, thereby providing the brand with better information to forecast trends and provide real-time inventory counts at local stores.

Says Werner: "Now that we know they own the product, we pay a lot more attention. It's not just a random Twitter tweet or a Facebook post."

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=6535



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