311 Marketing Trends found for Economic/Political / Global


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Brexit Triggers Global Uncertainty Among FMCG Consumers

Trend Summary: Uncertainty has become the global norm for retail and consumer goods companies.


Changes in consumer beliefs and behaviors are accelerating, fuelled by the changes brought about by Brexit, while the upcoming US presidential election raises even more questions. The situation is futher exacerbated by ...

[Estimated timeframe:Q3 2016]

... the upcoming US presidential election.

The outlook for China remains mixed, with the country still intent on moving away from the export-led model to a more balanced economy underpinned by stronger domestic consumption.

Emerging markets such as Brazil and Russia are struggling to adjust to the end of the commodities super-cycle and find their own paths to solve political and economic turmoil and reignite growth. Meanwhile, India is pressing ahead with significant reforms to Foreign Direct Investment regulations.

According to PWC's newsletter Strategy&, the old maxim still holds true: Where there are changes, there are opportunities. Firms that are better able to understand trends and uncertainties, act on foresights, take positions, and respond to changes will have a head start over their competitors.

Read the original unabridged Strategy& 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: Strategy&
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6962

Mobile and Cloud Boost Tech Profits

Trend Summary: Facebook, Google surge on mobile revenue while 'Cloud' businesses boost Amazon and Microsoft.


The latest batch of tech-industry earnings show how two technology trends (mobile and the cloud) have taken root and are delivering substantial profits for the ...

[Estimated timeframe:Q3 2016]

... companies that bet on them.

Last week Facebook and Google parent Alphabet Inc both reported surges in their quarterly profits, fuelled by users spending more time on their smartphones, whilst advertisers were spending more money to reach them.

Meantime, Amazon.com and Microsoft each bettered Wall Street estimates with results lifted by the strength of their businesses in hosting other companies’ data on their computer servers, colloquially known as 'The Cloud'.

According to Ben Schachter, an analyst at Macquarie Group: “The big are getting bigger. People are using the internet more and more. They always have it with them because of smartphones and speeds are getting better. All that information has to come from somewhere, and it comes from the cloud.”

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=6947

Radical Demographic Shift To Transform Consumer Markets

Trend Summary: A new report identifies three key groups of urban consumers with the purchasing power to shape the consumer landscape over the next 15 years.


The report by the McKinsey Global Institute, titled Urban World: The Global Consumers to Watch, found one trend common to all groups studied ...

[Estimated timeframe:Q3 2016]

... their location in cities.

Over 91% of world consumption growth over this period will emanate from city-dwelling consumers. This radical demographic shift will transform the nature of consumer markets.

Until the turn of the century, population growth powered more than half of global consumption. As population growth slows, that will fall to only one-quarter over the next fifteenyears. Per capita spending will be the engine of consumption growth. In this new world, companies need to know which consumers have the purchasing firepower, where they are, what they want to buy, and what drives their spending.

Marketing savvy alone isn’t enough to track these consumers. Companies will need a more detailed portrait of target customer groups than ever, including their age, income, ethnicity, and shopping preferences.

McKinsey Global Institute research finds that China is expected to spend 12.5% of all consumption growth on education for those under thirty — higher than any other country except Sweden.

Read the original unabridged HarvardBusinessReview.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: HarvardBusinessReview.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6934

APAC Nations Set to Overtake USA in Digital Ad Market

Trend Summary: Digital adspend in the Asia-Pacific region will rise 18.2% this year, almost doubling North America's predicted 9.6% growth.


According to the latest Advertising Forecast from research and consulting firm Strategy Analytics, digital adspend in the Asia-Pacific region will grow by 18.2% in 2016 to $59.7 billion, whereas North America will rise by just ...

[Estimated timeframe:Q3 2016]

... 9.6% to $59.5bn. 

Strategy Analytics attributes this increase to a major uplift in digital adspend by China this year, enabling the APAC region to overtake the USA.

The report also predicts that over the next five years the APAC digital market will be worth 33% more than the USA .

Moreover, it's not only China that’s helping cement APAC as the biggest digital market. The region constitutes half of the six biggest ad markets globally with China the second largest digital ad market, Japan fourth and Korea sixth.

Comments Michael Goodman, Strategy Analytics’ digital media director: "It’s a case of scale. Advertising is about 'eyeballs' and the sheer scale of the Chinese market, along with India and Indonesia, is why Asia-Pacific will overtake North America this year, despite underlying economic weakness in some economies. Millions just can’t compete with billions.”

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=6931

IoT Predicted to Transform Customer Services by 2021

Trend Summary: Connected devices are already driving the most value when it comes to customer services.


According to a new report from Forrester Research, 'The Internet of Things' will enable brands to improve customer service efficiencies whilst also creating new opportunities for ...

[Estimated timeframe:Q3 2016]

... customer loyalty.

Titled Plan Now for Customer Service by 2021, the report specifies the technologies identified in interviews with vendor and user companies.

The named technologies are two-way video communication, augmented reality [AR] and virtual reality [VR], plus virtual assistants, messaging and connected devices.

According to Ian Jacobs, Forrester's senior analyst and author of the report: "The IoT, combined with improved predictive analytics, will eventually enable pre-emptive service, meaning fixes before a customer even knows there is a problem”.

Added Mr Jacobs: "Connected products will simply have fewer problems. The key here for brands is capitalising on that to build better customer loyalty."

“Brands will also need to decide whether to let customers know that they fixed an incipient problem, for example. We’ve all been looking for more predictive service and now we are already staring pre-emptive service in the face. That’s pretty amazing.”

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=6929

Global Marketing Budgets Grow Despite Long Term Negative Trend

Trend Summary: Global marketing budgets grew in June for the 40th successive month.


The latest Global Marketing Index [GMI] published by London-based World Economics indicates that global marketing activity grew steadily in June. The Global GMI registered 54.9, down slightly on the ...

[Estimated timeframe:Q3 2016]

... previous month.

The highest rate of growth in marketing activity was in Europe with a regional GMI of 58.0 recorded, although the value declined for the third successive month. The GMIs for the Asia-Pacific and Americas regions both registered a slower pace but rose in June.

Global marketing budgets grew for the 40th successive month in June. Growth in budgets remained steady in Europe, although the monthly figure fell for the third consecutive month, indicating that growth is slowing.

In contrast, budgets grew insipidly in the Americas with an index value unchanged from its May level. Marketing budgets in Asia-Pacific continued to fall in June for the fifth successive month with an index value below the crucial 50.0 ‘no change’ benchmark value .

The level of the global Trading Conditions Index rose by 0.9 in June, recording  improved trading conditions in all regions and were strongest in Europe.

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=6923

Global Marketing Budgets Expand for 39th Successive Month

Trend Summary: The latest World Economics global marketing activity report [GMI] indicates continued growth at a steady rate during May 2016.


According to this month's World Economics report the Global GMI registered 55.1, unchanged on the previous month. All regions recorded growth in marketing activity with Europe posting the highest index reading across the world, although both the latter region and the Asia-Pacific region recorded values ...

[Estimated timeframe:Q2 2016]

... down slightly on their values in April.

Global Marketing Budgets grew for the 39th successive month in May. The index remained constant showing steady growth following two successive monthly increases in value. The level of the global Trading Conditions Index also rose in this period, the first increase following five consecutive monthly falls.

The allocation of media spending to Press, Radio and OOH – continued falling in May, both globally and on a regional basis. The primary difference was that the rate of decline of OOH in the Asia-Pacific region continued to abate with the index rising for the fourth successive month to just below the 50.0 'no change' level.

However, the resources allocated to TV continued to fall in all regions with values below 50.0 - apart from in Europe where the medium continued to attract increasing advertising spend. Digital and Mobile share both grew rapidly in May rising consistently across all regions.

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=6896

Brand 'China' Seen as Cool, Overtakes Foreign Rivals

Trend Summary: A global revolution in sentiment towards Chinese goods has spread, gaining new respectability for “Made in China” brands.


A quality Chinese brand has emerged, enabling the nation's manufacturers not only to catch up with their more established foreign rivals, but starting to surpass them in China and elsewhere. The Made in China brand no longer means ...

[Estimated timeframe:Q2 2016]

... cheap, inferior, and unfashionable.

Instead the 'respectable' Chinese brand has emerged, many of which have not only caught up with their more established foreign rivals but have started to overtake them - not only in China but elsewhere on the globe.

According to an article penned today by Wade Shepard in Forbes.com, 70% of smartphone sales in China back in 2011 were from three foreign brands: Nokia, Samsung, and Apple.

While Mark Tanner, the director of Shanghai-based consumer research firm China Skinny, recalls that “any self-respecting Chinese consumer wouldn’t be seen dead with a local brand.”

Now, barely five years later, this has dramatically changed.

Says Tanner: “Last year, eight of the top-ten smartphone brands were Chinese,”“with Huawei and Xiaomi in the top spots and local brands quickly eroding the two foreign brands, Apple and Samsung.”

Read the orginal 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=6895

Global Marketing Activity Records April Surge

Trend Summary: Marketing activity worldwide recorded rapid growth during April 2016.


The latest Global Marketing Index [GMI] from World Economics.com indicates that global marketing activity remained broadly stable in April. The GMI registered 55.1, signalling steady growth over the month. All regions recorded growth in marketing activity particularly in Europe which posted a...

[Estimated timeframe:Q2 2016]

...  headline GMI of 59.0, indicating strong and sustained levels of business activity.

The Americas GMI, however, posted the lowest reading, with the index rising to 52.2 from 52.0 in March.

Global marketing budgets grew for the 38th successive month in April. Although growth in the resources allocated to marketing budgets was modest, April was the second consecutive month in which the index increased in value.

It is too early to assess whether or not this trend could reverse the slowdown in the growth of marketing budgets which began at the end of 2013. The level of the global Trading Conditions Index has been slowly easing for the past fourteen months to reach 54.5 in April, indicating that if an overall slowdown in global marketing activity continues, marketers will start to experience more challenging conditions during the year.

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=6887

UK Ad Industry Boosts Nation's Export Growth

Trend Summary: The UK Advertising Association predicts an increase in advertising’s £4.7bn contribution to national exports.


A new report from UK advertising industry think tank Credos foresees a significant increase in advertising growth, contributing to national exports of 54% over ... 

[Estimated timeframe:Q2 2016]

... the coming five years.

The UK’s current balance of payments for advertising-related services (the difference between exports and imports) is the highest in Europe at £1.6bn, second globally only to the USA (£2.7bn) and five times the French figure (£327m).

According to figures recently released by the UK government's Department for Culture, Media & Sport, the majority of UK advertising services are exported to Europe [61%], followed by North America [27%] and Asia [11%].

Says James Murphy, chairman of the UK Advertising Association: “It’s time UK advertising was recognised as a massive export success. The new data is proof that world-beating talent, award-winning creativity, digital leadership and a gold-standard self-regulatory model have built UK advertising into an exporting powerhouse that will continue to deliver for the economy.”

Read the original unabridged Adassoc.org 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: AdAssoc.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6883



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