385 Marketing Trends found for Economic/Political / National


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UK Ad Industry Growth Continues Despite Brexit Vote

Trend Summary: UK advertising expenditure is forecast to post 4.2% growth in 2016 and 3.8% growth in 2017.


Despite the recent IPA Bellwether report, which downgraded adspend predictions in the wake of the UK’s decision to leave the European Union, Britain's Advertising Association noted a ...

[Estimated timeframe:Q3 2016]

... strong start to the year, when in Q1 2016 [prior to the Brexit vote] advertising expenditure rose 4.3% to reach £5.7bn – the first time adspend has passed £5bn in the first quarter.

However, acording to the Advertising Association, the economic factors of Brexit have undoubtedly been at play and overall figures have been revised down slightly since April (minus1.3 percentage points for 2016 and minus 1.7 percentage points for 2017).

The report also pointed to the downward revisions for newsbrands and direct mail, the UK’s third and fourth largest media channels.

National newsbrands fared the worst as print and digital adspend both fell by 16.9% and 1.1% respectively year on year. The drop led to a forecast for total national newsbrand spend to decline 10.1% in 2016 and 10.8% in 2017.

Read the original unabridged TheDrum.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: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6945

Favourable Investment Outlook Boosts US Marketing Spend

Trend Summary: US marketing spending is on the rise with favourable investment outlooks continuing in digital tools, analytics and market research.


According to the Marketers Confidence Index released today by the American Marketing Association and Millward Brown Vermeer, despite the still fragile US economy and otherwise unstable evironment the Index remained stable in the second quarter of 2016 increasing by ...

[Estimated timeframe:Q3 2016]

... two points from 121 to 123.

A reading of 100 in the Index represents neutral. The current stability defies the still fragile US economy and otherwise rocky environment, despite a dampened jobs report, stock market turmoil and the current political uncertainty.

The Index found that 53% of the US marketers surveyed believe their businesses will grow in revenue in the next few years. Moreover 60% believe the marketing function will grow in influence and power within their organisation.

Forty percent of the survey sample believe that customer spending will increase and 60% of marketers feel that this is the right time to invest, prompting  nearly 30% to plan increases in their marketing budget over the next six months.

However, the Index found that only 22% of respondents have insight into the true ROI of all key marketing programs.

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=6939

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

Uncertain Outlook Triggers Downgrade in UK AdSpend Forecasts

Trend Summary: Despite an uplift in total UK marketing budgets in Q2 2016, the uncertain outlook has triggered a downgrade in adspend forecasts.


Higher sales and an increasingly competitive environment continue to underpin growth in the UK, with marketing budgets revised markedly higher during the second quarter of 2016, extending the current record growth period to fifteen successive quarters. Moreover, a fifth of the survey panel (21.3%) indicated an ... 

[Estimated timeframe:Q3 2016]

... uplift to existing budgets.

Anecdotal evidence from the survey panel suggests that growth in marketing budgets reflects a reaction by marketing executives to a number of factors over the quarter, with higher sales and competitive pressures especially mentioned as reasons for expansion.

Panellists also commented on a need to protect market share and bolster brand awareness in the current economic environment.

Despite recording a marked rise in total marketing budgets, the latest data and anecdotal evidence hinted at some uncertainty amongst marketing executives.

Over two thirds of panellists signalled no-change to budgets during the quarter amid a number of reports that macro-economic uncertainty caused by (at the time of surveying for the vast majority of respondents) an unknown outcome of the EU referendum.

This led in a number of cases to the shifting of marketing spending around different areas while operating within previously agreed budget ceilings.

Read the original unabridged IPA.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: IPA.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6932

US Senators Demand Action On Ad-Click Fraud

Trend Summary: Two US Democrat Senators are demanding assurances from the Federal Trade Commission that action be taken to eliminate ad-click fraud.


In a letter to the Federal Trade Commission [FTC], Democrat Senators Chuck Schumer and Mark Warner seek assurances about programs that enable hackers to seize control of multiple computers remotely, providing them with access to consumers' ...

[Estimated timeframe:Q3 2016]

... personal information.

Messrs Schumer and Warner specifically request the FTC to provide details on what it's doing to crack down on ad-click fraud.

Say the duo: "These programs allow hackers to seize control of multiple computers remotely, providing them access to personal information as well as the ability to remotely install malware to engage in advertising fraud, entirely unbeknownst to the computer's true owner".

Internet advertising revenues in 2015 were estimated at $59.6bn - but say the duo "many of the purchased ads are not reaching their intended audience, instead, they are being intercepted by botnets".

Maintain Schumer and Warner: "Bots plague the digital advertising space by creating fake consumer traffic, artificially driving up the cost of advertising in the same way human fraudsters can manipulate the price of a stock by creating artificial trading volume."

Last month, the World Federation of Advertisers predicted that by 2025, fake Internet traffic schemes will be second only to the cocaine and opiate markets as a form of organised crime.

Read the original unabridged Foxbusiness.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: www.foxbusiness.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6930

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

Revenue Slowdown Forecast for Global Pay TV

Trend Summary: The coming five years will see slower growth in global pay TV revenues.


A survey of 138 countries suggests that declining TV revenues in North America will result in slower worldwide growth in the medium over the coming five years, according to the Digital TV Revenue Forecasts report from UK based research and markets company ...

[Estimated timeframe:Q2 2016]

... UBM plc.

Global pay TV revenues - which include subscription fees, pay-per-view movies and TV episodes - will experience slower growth over the next five years, with declining revenues in North America.

The North American market will see declines due to cord-cutting as well as conversion to smaller over-the-top TV services, pulling in lower revenues than traditional monthly pay TV services, according to the report.

Excluding North America, pay TV revenues overall will climb by 14% ($13.6bn) between 2015 and 2021 reaching $107.82bn - versus a 28% gain between 2010 and 2015 (an increase of $20bn).

Asia Pacific territory revenues will grow 25% ($8bn) between 2015 and 2021 to $40bn.

In 2014 Asia-Pacific overtook Western Europe and the report estimates that the latter region will experience flat revenues at $31bn over the coming five years.

Read the original unabridged MediaPost.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: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6893

Retailers Reel as UK Shoppers Zip Purses

Trend Summary: UK shopper spending took a significant dive this week as consumers defer purchases.


Concurrent with the tightening of consumers purse-strings, UK retailers also face the prospect of rising costs following the government's introduction of the minimum living wage at a time when ...

[Estimated timeframe:Q2 2016]

... retail competition has never been more intense.

Figures released yesterday by two of the UK's major retailers illustrated the extent of the current difficulties. Apparel retailer Next Plc cut its sales outlook for the second time in six weeks, while supermarket chain J Sainsbury Plc said it sees no let-up in the competition and deflation that have characterised the supermarket industry in recent years.

Among the short-term factors blighting the retail downturn are the upcoming European Union referendum and the unseasonably cool spring weather, both of which have caused consumers to defer purchases.

Moreover, in the longer term, retailers face the prospect of rising costs following the recent introduction of the minimum living wage, at a time when competition has never been more intense.

According to Richard Lim, ceo of consultant Retail Economics: “Concerns around the Brexit, a slowing labor market and lackluster wage growth are weighing on the minds of consumers.

Read the original unabridged Bloomberg.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: Bloomberg.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6891

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 Firms Split by 'Digital Divide'

Trend Summary: According to new research jointly funded by the CBI and IBM, a digital divide is opening up across the British economy.


Despite the UK ranking top place globally for e-commerce and fifth place for the availability of technology, the nation remains only fourteenth in the world league table for company-level adoption of digital technology, with many British companies struggling to  ...

[Estimated timeframe:Q2 2016]

... digitise their businesses at the same rate as their peers in other countries.

According to the Confederation of British Industry, the UK's largest business group, its member companies cite a mix of connectivity challenges and security concerns as the main barriers to digital adoption.

Predominantly, however, they are hindered by a lack of appropriate skills within their business (42% of firms) and an unclear return on investment (33%).

The problem is not lack of conviction about digital's potential impact. Nearly all firms believe that digital technology has the ability to revolutionise the business landscape, driving productivity, growth and job creation(94%), while almost three quarters (73%) of the survey sample perceive  improved customer satisfaction and experience to be the biggest benefit.

To take advantage of digital technology across the economy, the CBI, the UK’s largest business group, recommends its members to:

   1. Appoint a Chief Digital or Technology officer to the senior executive team to drive digital strategy and execution.

   2. Increase the age and skills diversity of boards and board advisers, drawing on the expertise of a new generation of ‘digital natives’.

Read the original unabridged CBI.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: CBI.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6882



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