311 Marketing Trends found for Economic/Political / Global


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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

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 ...

[Estimated timeframe:Q4 2016]

...  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.


 

 

 


 


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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 ...

[Estimated timeframe:Q4 2016]

...  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.
 


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 ...

[Estimated timeframe:Q4 2016]

... 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.


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

Google's Enhanced Ad Targeting Attracts Privacy Concerns

Trend Summary: Google's enhanced ad targeting reignites privacy concerns.


The latest controversy about Google's ad-targeting capabilities, triggered by a post from ProPublica (a New York based independent non-profit newsroom), raises concerns about the Mountain View mammoth's policy change earlier this summer that lifts ...

[Estimated timeframe:Q4 2016]

... Google's self-imposed ban on connecting DoubleClick cookies with personally identifiable information.

According to the ProPublica posting, the era of social networking has ushered in a new wave of identifiable tracking, in which services such as Facebook and Twitter are able to track logged-in users when they share an item from another website.

The ProPublica post also points to significant and recently erased wording in Google's privacy policy which undertook to separate by default DoubleClick's cookie information from personal identification information unless the user has given opt-in consent.

Some sources posit that the change adds individual's names to Google's long-standing credo that web tracking is, for the most part, anonymous.

However, in June of this year- when Google claimed that its new Google Account includes features providing greater control over the data it collects and how it is used - few (if any) users recognised the change.

Read the original unabridged MediaPost.com article.


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Source: www.mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7013

Global Marketing Budgets Fall For First Time in Over Three Years

Trend Summary: Marketers worldwide have tightened their purse-strings, causing global marketing budgets to fall for the first time in over three years.


In its latest monthly release, the Global Marketing Index [GMI] published by World Economics.com, reveals that the value of the Global Market Headline Index fell in September to 52.4, the fourth consecutive monthly decline in ...

[Estimated timeframe:Q3 2016]

... the level of the index.

GMI regional indexes slowed across all regions and in the Americas reached 50.5, just above the 50.0 ‘no change level’.

September's Global Marketing Budgets Index recorded a value of 49.2, below the 50.0 no change level, indicating the first fall after nearly four years of growth.

Budgets were reduced in all regions apart from Europe where an index of 51.0 (representing insipid growth) was recorded causing the index to fall in value for the sixth consecutive month.

World Economics.com attributes the Global Marketing budget cuts as a reaction to challenging marketing conditions. These are illustrated by the Global Trading Conditions Index which fell in September for the fourth consecutive month and in value across all regions.

Read the original unabridged WorldEconomics.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=6995

Digital Media To Boost US Adspend to $548.2bn in 2016

Trend Summary: Digital Media is propelling the US advertising market towards a record $548.2bn this year.


Global media network Carat today published its updated forecast for worldwide adspend, revealing a positive outlook for the global advertising industry in 2016 through 2017, primarily thanks to ...

[Estimated timeframe:Q3 2016]

... the ongoing upsurge of digital.  

Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest global forecasts show that advertising spend will reach US$548.2bn in 2016, accounting for a +4.4% year-on-year growth.

The healthy outlook is fuelled by a buoyant 2016, marked by high-interest media events including the UEFA EURO championship, the Rio 2016 Olympics and Paralympics, as well as the upcoming US presidential elections.

In 2016, Carat expects a positive outlook for most regions with particularly robust growth in North America (+5.0%) and strong recovery in Russia (+6.2%), countering lower expectations in some markets.

The USA continues to show positive market confidence with forecasts revised up to +5.0% as the US presidential elections alone are expected to generate US$7.5bn of incremental spend.

Despite a slight moderation following the UK's Brexit referendum, Britain continues to be the largest advertising market in Western Europe, with positive growth of +5.4% expected in 2016, exceeding the average rate of +2.9% in the region. Advertising forecasts are also set to remain strong in Latin America and Asia Pacific, with +10% and +3.9% growth respectively in 2016, despite Brazil’s lower expectations and China’s adjustments to its ‘new normal’ economic landscape.

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=6980

Resilient US Consumers Strengthen Global Ad Market

Trend Summary: Global ad market strengthens despite Brexit vote.


According to Jonathan Barnard, Head of Forecasting at Zenith Optimedia, the global ad market has strengthened over the past few months, thanks mainly to ...

[Estimated timeframe:Q3 2016]

... the resilient US consumer.

Says Mr Barnard: “So far any impact from the vote for Brexit has been limited, and confined to the UK. We expect the global ad market to strengthen further in 2017 and 2018.”

Zenith’s new Advertising Expenditure Forecasts published today also predict that global advertising expenditure will grow 4.4% this year to reach US$539bn, ahead of the 4.1% previously forecast in June. Advertising expenditure will then expand by 4.5% in 2017 and 4.6% in 2018 – up from previous growth forecasts for both years, which respectively were 4.3% and 4.4%.

By 2018 global advertising expenditure will total US$589bn, US$4bn more than forecast in June.

Read the original unabridged ZenithOptimedia report.


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

Source: Zenithoptimedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6979

Global Marketing Growth Continues to Slow

Trend Summary: According to the Global Marketing Index [GMI] marketing budgets growth was almost stagnant in August.


The value of the Global Market Headline Index [GMI] fell in August to 53.2, the third consecutive monthly decline. This fall in the value of the index indicates that ...

[Estimated timeframe:Q3 2016]

... global marketing activity is continuing its steady decline. This began in March 2015 after the GMI registered a value of 57.4.

The value of the GMI fell in August 2016 to 53.2, the third consecutive monthly decline. This fall in the value of the index indicates that global marketing activity is continuing its steady decline which began in March 2015 after the Headline Index registered a value of 57.4. The GMI Indexes fell in both Europe and the Americas in August, but remained steady in the Asia-Pacific region at 52.6 for a third successive month.

The allocation of budgets to traditional media (TV, Press, Radio and OOH) indexes continued to fall globally, all below the 50.0 ‘no change’ level for August.

TV budgets grew only in Europe but, even there, the rate of growth of spending in the medium declined in August for the third successive month.

OOH fell in the Asia-Pacific region, slowed in Europe with a value of 50.8, close to the stagnation level and fell in the Americas. Once again, Digital and Mobile media continued to see an expansion of resources allocated to them with high index values recorded in August across all regions and in consequence, globally.  

Read the original unabridged World Economics.com report.


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=6963



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