389 Marketing Trends found for Economic/Political / National


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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

US Ad Growth Slows as Percentage of GDP

Trend Summary: Advertising as a percentage of US gross domestic product continues to slow.


This disappointing trend signifies major changes in the ways that advertising resources are used. Over the past five years, total US adspend has averaged circa 0.95% of the nation's GDP, while total US advertising in 2014 was in the region of ...

[Estimated timeframe:Q2 2016]

...$165 billion, report analysts Bernstein Research and Magna Global.

Over the past five years, total US advertising expenditure has averaged around 0.95% of GDP.

Looking at the past fifteen years [1999 -2014] total adspend averaged 1.17% of GDP. Looking only at 1999 and 2010, advertising as a percentage of GDP was 1.25%.

Two major media platforms in particular have registered slowing advertising growth during the above periods: Broadcast and cable TV.

Since 2011 broadcast revenues have been flat, compared to previous increases of 3% annually from 1990 through 2010.

Moreover, cable advertising revenue grew at 12% from 1990 to 2010. Since 2011, it has seen just 3% gains per year.

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=6873

Three Key Data Points As Marketers Move Into Q2 2016

Trend Summary: A new seventy-three page report reveals marketers most urgent priorities and concerns.


The report, published today by US customer relationship management and cloud computing giant Salesforce.com, reveals the branding and advertising world's major concerns, priorities and challenges as marketers move into the  ...

[Estimated timeframe:Q1 2016]

... second quarter of 2016.

The seventy-three-page report, titled State of Marketing, found the following three data points (brought to life by GIFs) to be especially compelling:

  1. Data drives sales: According to Salesforce, its extensive surveying proves something sophisticated brand-minded players have always held true: that winning marketers nowadays are driven to success by a wealth of data.
     
  2. Long-game strategy:  Roughly 66% of marketers said they play the long game. Considering the breadth of Salesforce's study, the players who responded in such a fashion were clearly not only from the ultimate lead-gen niche—automotive—but also from other sectors.
     
  3.  eMail is tranding: A study from Epsilon published last week showed that millennials are receptive to emails from retailers like never before. However, this stat from Salesforce shows that marketers are already aware of this.


Approximately 66% of marketers said they play the long game. Considering the breadth of Salesforce's study, the players who responded in such a fashion were clearly not only from the ultimate lead-gen niche—automotive—but also from other sectors.

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=6865

Global Marketing Growth Continues to Expand

Trend Summary: Global marketing activity is growing steadily at close to a constant rate over the last few months.


The Headline Global Marketing Index [GMI] for February, published by London headquartered World Economics, registered a value of 54.8, unchanged on its value for January. All regions experienced growth in marketing activity, albeit at ...

[Estimated timeframe:Q1 2016]

... very different rates.

The recorded index values for the Headline GMI were up by 0.7 in Europe, largely stable in the Asia-Pacific area and slowed by 0.5 in the Americas.

In February, the global survey showed that the allocation of marketing budgets to TV continued to fall with an index value of 49.5, virtually unchanged on the previous month.

This was the fifteenth consecutive month in which the value of the global TV index was under the 50 ‘no-change’ level, indicating month-on-month falls in global TV budget share.

Digital and Mobile advertising also continued to rise rapidly on a global level, with very robust index values. Both media rose strongly across all regions expanding their share of advertising budgets.

In Europe, in contrast to the global trend, the resources devoted to TV grew with the index recording a 0.5 increase, up on the previous month. This is the fifth consecutive month that Europe has seen a rise in the growth rate of television.

In the Asia-Pacific region and in the Americas spending on TV both fell for another month.

Commenting on these trends, World Economics CEO Ed Jones said: “The Headline Global Marketing Index reading for February indicates that marketing budgets are growing strongly in Europe, but are declining in the Asia-Pacific region and in the Americas. The allocation of budgets to traditional media continue to suffer from the rapid expansion of spending on Mobile and Digital media.”

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=6841

Small Businesses Downbeat Over US Economy

Trend SummarySmall business confidence in the USA fell in January to its lowest level in nearly two years.


In a trend that could adversely affect the rest of the developed world, America's near-term outlook for business conditions and sales growth is consistent with a recent ...

[Estimated timeframe:Q1 2016]

... slowdown in economic growth.

According to a recent statement issued today by the National Federation of Independent Business [NFIB], its Small Business Optimism Index fell last month by 1.3 points to 93.9, the weakest reading since February 2014.

However, small businesses remain fairly upbeat about the overall labour market. Said a NFIB spokesman "These expectations are important determinants of decisions to hire, to expand business operations and to order new inventory, all drivers of economic growth."

The ebb in confidence mirrored other weak economic data ranging from manufacturing to consumer spending and trade.

The overall economy grew at a 0.7% annual pace in the fourth quarter, constrained by a strong dollar, sluggish global demand and an effort by businesses to sell off inventory.

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: FoxBusiness.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6825

UK Creative Industries Post Annual £7bn Boost

MarketingTrendTracker Summary: A new report reveals that the UK's creative industries are growing at double the rate of the nation's economy.


Statistics released by the UK government's Department for Culture, Media and Sport [DCMS] show that creative businesses - including advertisisng and marketing - contributed £84.1bn to the British economy in 2014, up from £77.1bn the previous year. In total, creative businesses accounted for ...

[Estimated timeframe:Q1 2016 Onward]

... 5.1% of Britain's overall economy.

Leading the creative boom is the design industry, with product, graphic and fashion design houses achieving 16.6% economic growth over the twelve month period. Architecture came a close second with 16.4%, while the film, TV, video, radio and photography industries secured third place in the DCMS rankings thanks to growth of 13.8%.

The advertising and marketing sector experienced year-on-year boost of 11% - the fourth best overall.

Job opportunities in the creative industries also soared by nearly 9% between 2013 and 2014, a growth rate almost double that of the UK's overall  economic growth, currently notching 4.6%.

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=6817

Unilever Marketers Face Tough Cost Controls in 2016

Trend Summary: Unilever marketers could be required to adjust budgets annually to offset the impact of a slowdown in emerging markets.


Unilever ceo Paul Polman has decreed that the sprawling multinational, multi-brand titan must roll out a “global zero-based budgeting programme" that will seek to foster a stern culture of ...

[Estimated timeframe:Q1 2016 Onward]

... tighter cost management.

Zero-based budgeting is a tool Unilever has used previously, while similar tactics have recently been adopted by companies such as Mondelez and Coca-Cola in an attempt to protect margins amid tougher growth prospects.

Meantime, Unilever executives are hoping that over the coming twelve months the fmcg titan's new strategy will ensure that its brands carry forward the momentum they gained in Q4 2015.

In that quarter, Unilever's revenue rose by 4.9%, spurred by growth in its homecare and ice cream units, both of which have introduced stricter cost control measures.

Says ceo Polman: “We are preparing ourselves for tougher market conditions and high volatility in 2016, as world events in recent weeks have highlighted”.

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=6809



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