306 Marketing Trends found for Economic/Political / Global


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USA, Europe Shrug Off Economic Concerns

Trend Summary: Consumers and businesses remain calm despite the political turmoil on both sides of the Atlantic.


Despite the election of Donald Trump as US president and the UK's 'Brexit' from the European Union, consumers and businesses are apparently undaunted by the prospect of ...

 

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... profound political change.

Economists and other prophets of woe have warned for months that the UK’s departure from the European Union could shake household and business confidence and damage the economy, but it hasn’t played out that way.

A wider trend across the rest of Europe and the USA suggests that consumers and businesses alike are seemingly undaunted by the prospect of profound political change on both sides of the Atlantic and may even be encouraged by it.

If the trend lasts it’s a plus for the still underpowered global economic recovery.

There are, as yet, few signs that the transatlantic economy and prospect of political change are denting what are known as "animal spirits", a term coined by the late John Maynard Keynes to describe the emotions that drive economic behavior.

According to Eric Lascelles, chief economist at RBC Global Asset Management: “Extremely uncertain public policy should be a drag that constricts growth."

“It clearly has not been [the case] in the UK. It simply seems not to be a powerful variable.”

Read the original unabridged WSJ.com article.
 

[Estimated timeframe:Q1 2017]

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=7077

Trust In Institutions Declines Worldwide

Trend Summary: Trust in institutions such as the media, government and business leaders continues to decline worldwide.


According to the Trust Barometer published by American communications and marketing giant Edelman, trust in institutions such as the media, government and business leaders continues to ...

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 ... decline across the world.

Edelman’s survey reveals that faith in the media is at an all-time low in seventeen of the twenty-eight nations polled, while trust in government sagged in fourteen global markets and is rated as the least-trusted institution in half of all countries surveyed.

Trust in business leaders is also imperiled, dropping in every market polled.

More than half (53%) of global respondents felt the system was working against them, offering little help for the future. (Only 15% believed it was working for them; the remainder felt uncertain.

Comments Kathy Beiser, global chair of Edelman's corporate practice: “This crisis in trust has profound implications for institutions and their leaders“.

Adds Ms Beiser: "We see a growing and continuing disparity in trust levels between the mass population and the informed public, with the mass substantially less trusting than those with higher levels of income and education”.

She concludes: "The mass population simply doesn’t believe the system works for them anymore.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2017]

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=7073

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 ...

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... 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.

[Estimated timeframe:Q1 2017]

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 ...

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... 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.

[Estimated timeframe:Q1 2017]

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 Ad Market to Hit Double Digit Gains in 2017

Trend Summary: Global adspend in 2016 is predicted to end the year with strong growth, reaching even higher gains in 2017.


London-based IHS Markit, a provider of information and analysis to government and business decision-making processes, predicts that total worldwide advertising in 2017 will grow 7.1% to a hefty $532bn driven by ...

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...  strong marketing expenditure for the upcoming Winter Olympic Games in Austria, the European Football Championships and the result of the recent US Presidential election.

IHS Markit also expects that global advertising revenue will grow by11% to $590 billion in 2017, with strong gains coming from the Middle East, Africa and Asia-Pacific, where India and Indonesia will perform well.
 

Meantime, the USA will remain the biggest market, up 4% to $179.4bn, while China continues to gain as the second-biggest market, improving 19% to $98.9bn, whereas Japan will remain virtually flat.

Read the original unabridged MediPost.com article.

[Estimated timeframe:Q1 2017]

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=7062

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 ...

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... 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.

[Estimated timeframe: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: 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 ...

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... 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.

[Estimated timeframe: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: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7051

Global Adspend Predicted to Rise 4% in 2016

Trend Summary: Global advertising expenditure will grow 4.4% this year to reach $539bn, ahead of the 4.1% previously forecast in June.


According to Zenith Optimedia’s latest Advertising Expenditure Forecasts, published today, advertising expenditure worldwide will expand by 4.5% next year and 4.6% in 2018, up from the ...

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...  previous growth forecasts for both years, respectively 4.3% and 4.4%.

Zenith also predicts that by 2018 global advertising expenditure will total $589bn, $4bn more than forecast in June this year.

This optimistic forecast is mainly driven by better-than-expected growth in the USA, where a strong labour market has encouraged consumers to increase their spending, and advertisers have fought harder for their share of this expanding market.

The forecast also expect US network TV to return to growth this year (at 1%) after shrinking 5% last year, thanks to new spending by pharmaceutical and fast moving consumer goods companies, plus a strong TV advertising upfront in the USA.

The forecast has also made slight upgrades to its adspend forecasts for Asia Pacific and Western Europe. Zenith now expects Asia Pacific to grow 6.3% this year, up from its previous forecast of 6.2%, thanks to heavy political spending in the Philippines in the run-up to the May 2016 elections.

Zenith has also increased its forecast for Western Europe, where improved conditions in Belgium, Finland, Germany, Italy, Norway, Portugal and Sweden have compensated for slowdown in the UK.

Read the original unabridged Performics.com article.


 

 

 


 

[Estimated timeframe: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: Performics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7030

'Gig Economy' on Growth Track Despite Growing Pains

Trend Summary: Uber and Airbnb undergo growing pains as 'gig economy' matures.


San Francisco headquartered global online transportation network Uber Technologies Inc is reeling in the wake of last week's decision by a UK court that it could not classify its drivers as self-employed and must therefore ...

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...  pay them the national living wage plus holiday pay and other employment benefits.

The court's ruling could also extend to another highflying online business, the worldwide accommodations site Airbnb.

Commenting on ther court's decision, Andy Hood, head of emerging technologies at global digital ad agency agency AKQA opined: "Technology innovation is ahead of behaviour and behaviour is ahead of legislation".

Mr Hood also maintains that "current laws do not apply well to the gig economy", adding that "people who provide the services that platforms like Uber and Airbnb offer are not really ‘self-employed’ as we would normally understand that term, nor full-time employees – but something in-between".

Moreover, says Hood: "The gig economy (an environment in which temporary positions are common and organisations contract with independent workers for short-term engagements) will be in a state of flux until global legislation catches up with what amounts to a new class of worker."

Read the original unabridged CampaignLive.co.uk article.
 

[Estimated timeframe: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: CampaignLive.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7024

European Marketing Activity Defies Brexit Uncertainty

Trend Summary: European marketing activity rebounds despite Brexit uncertainty.


According to the latest Global Marketing Index [GMI] published by London-based World Economics, although marketing budgets have fallen in the Americas they have ...

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... bounced back in Europe.

The Global Marketing Headline Index reached a value of 52.6 in October, virtually unchanged from the month before. This value indicates a low level of global marketing activity.

However, the European GMI showed an increase in growth in October after six months of decline, which has been attributed to uncertainty about the impact of the Brexit referendum.

During the month, there was no real change in the Asia-Pacific region, although a decline in marketing activity took place in the Americas where the index reached 49.7, just below the 50.0 ‘no change level’.

Meanwhile, however, Global TV Budget share continued on a falling trend.

Read the original unabridged World Economics.com article.

[Estimated timeframe: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: WorldEconomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7016



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