389 Marketing Trends found for Economic/Political / National


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UK Marketers Slash Adspend Budgets for 2016

Marketing Trend Summary: UK marketers marginally increased their budgets in Q4 2015, due to fears that 2016 will see a fall in consumer spending.


The latest quarterly Bellwether Report from Warc [World Advertising Research Center] is based on a survey of 300 senior marketers working within the UK’s top companies. The report reveals that marketing budgets for 2016 have increased by the smallest amount in almost three years revealing that ....

[Estimated timeframe:Q1 2016 onward.]

... just 0.5% of the survey sample increased their forward budgets in the quarter ended December 2015, significantly down on the 4.4% registered in the previous quarter.

The downward shift in optimism suggests that marketers are battening down the hatches ahead of what many financial experts expect to be be a tough year ahead.

Comments Paul Smith, senior economist at Markit and author of the Bellwether report: “Marketing budget growth eased again in the final quarter of the year, slipping to a near three-year low in line with the softer UK macroeconomic environment that has been evident over the second half of 2015."

Moreover, an expected rise in interest rates for the first time in several years could adversely affect customer spending, exacerbated by fears of the economic fallout from the UK’s potential exit from the European Union.

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=6807

UK to Remain World's Fastest Growing Mature Ad Market in 2016

Trend Summary: The UK remains the world's fastest-growing 'mature' advertising market and is forecast to grow by 7% in 2016.


WPP's media offshoot GroupM predicts that UK adspend in 2016 will grow by 7% in 2016 (matching this year’s growth) to more than £17bn, about $25.6bn at today’s exchange rate. In an earlier estimate GroupM predicted just 6% growth this year, followed by a slight slowing of ...

[Estimated timeframe:Q4 2015 - Q4 2016]

... growth next year to 5%.

If GroupM’s latest forecast proves accurate, 2016 will mark the fifth straight year in which UK ad spending has outpaced the market’s GDP (gross domestic product) growth.

The UK remains the fastest-growing mature advertising market worldwide and is also among the globe's fastest-growing markets overall, according to GroupM’s estimate.

Says GroupM’s chief forecaster Adam Smith: “With this year’s UK forecast we seek to make better sense of the investment trends across categories with ‘Pure Play Internet'.

“We feel this is essential as content continues to rise with the browsing appetites of our increasingly digital culture.”

Read the original unabridged MediaPost.com article.


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Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6780

European Marketing Activity Outpaces Asia and the Americas

Trend Summary: The Global Marketing Index [GMI] for November, published today, registered a value of 54.9, down by 0.3 on its value in October.


The Index, published monthly by London based World Economics, reports that marketers are continuing to experience solid business activity across the world at a steady pace. Buoyant marketing activity was recorded in Europe (58.8) but more muted growth was reported in ...

[Estimated timeframe:Q4 2015 onward]

Asia-Pacific (53.7) and the Americas (51.1) regions.

Europe was the only region to report a slight acceleration in the rate of growth in marketing activity with a rise of 0.2 in the Index value for November.

In keeping with the trends of the headline GMI, panellists reported that the index for Trading Conditions continues to be very favourable in Europe while conditions in Asia-Pacific held strong. However, the Americas continued to report a general slowdown in the rate of growth.

The Index for Trading Conditions in the Americas reached a peak of 62.0 in June 2014, it has exhibited a slowing trend for the past 17 months to reach 53.2 in November.

Comments World Economics ceo Ed Jones: “The Global Marketing Index reading for November indicates that marketers in Europe are leading the way by signalling buoyant levels of business activity."

"The Asia Pacific region has seen slow but consistent levels of growth, whereas the Americas are continuing to experience a long slowdown with marketing budgets being cut at the fastest pace in over four years.”

Read the original unabridged GMI report.


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Source: World Economics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6775

Brands Urged to Build Sustainability Partnerships

Trend Summary: 89% of US millennials are concerned about the state of the environment and want products to be eco-friendly and sustainable in the years ahead.


In an article published today in AdWeek.com, writer Susie Stulz reports that sustainability is a lot more than an eco-friendly label for today's brands. To bill a product as "sustainable," its manufacturing must be easier on the environment in tangible ways, for example by minimising ...

[Estimated timeframe:Q4 2015 onward]

...the use of energy and water or replacing toxic chemicals with more benign ones.

Above all, a product should never pose a risk to the manufacturer or to the end consumer.

According to Label Network's third Annual Sustainability and the State of Youth Culture Study 2014, a massive 89% percent of millennials are concerned about the state of the environment and want products to be eco-friendly and sustainable in the years to come

This is why brands that aim to be relevant to the largest ever generation of US consumers must align their initiatives with millennials' values and ethics.

Also, for brands seeking to showcase their green credibility, getting their story in front of young consumers is a top priority. This means working with organisations that have solid track records in terms of promoting honesty, sustainability and respect for the natural world.

Read the original unabridged AdWeek.com article.


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Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6717

UK Shoppers Defect to Discounters, Threatening Established Brands

Trend Summary: UK shoppers are moving their loyalty away from brands in favour of discount stores such as Aldi and Lidl.


According to Marketing magazine journalist Sara Spary, discount stores such as German headquartered Aldi and Lidl are riding the wave of a remarkable phenomenon in British shoppers' consciousness - they have made budget shopping a badge of pride, even among the nation's middle classes. Big brands, accordingly, have a lesser role to play at ...

[Estimated timeframe:Q3 2015]

... the discount stores than they do at major supermarket chains such as AsdaTesco, Sainsbury and Morrisons.

All of whom, over time, have become pastmasters at developing and copying the brands consumers know and love. 

The percentage of own-label shopping has steadily increased over the past decade, equating to marginally higher sales than established brands. According to Kantar Worldpanel data, provided exclusively for Marketing magazine, this figure rose in 2014 to 51.3% - the highest percentage leap in ten years.

Concurrent with this trend, the discounters have waged all-out war on brands, pitting their own products against brands in bold advertising campaigns.

Moreover, the discount chains are outspending the major retailers, with Lidl having increased TV adspend 400% in the first half of this year.

So is this the beginning of the end for the major supermarket chains?

Fraser McKevitt, head of retail and consumer insight at Kantar, doesn't think so. He says consumers have a "soft spot" for brands and that they create pulling power for retailers. They also, at times of intense price competition and falling prices, are essential for retailers because they can be sold at a higher price.

"No mainstream retailer wants to alienate this valuable group of shoppers", McKevitt warns.

Read the original unabridged MarketingMagazine article.


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Source: Marketingmagazine.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6707

Poor Mobile Experiences Cost UK Online Businesses £6bn in 2015

Trend Summary: A new survey published by a major US identity management and financial credentials company reveals concern over abandonment of purchases via mobile media.


According to Palo Alto, California headquartered financial services company Jumio, a quarter of all attempts to purchase a financial product via a smartphone are abandoned before completion, with 66% of prospective purchasers quitting before the deal was sealed. Customer concerns about usability comprise the top three reasons for abandonment, specifically ...

[Estimated timeframe:Q3 2015 onward]

... slow loading times (32%), payment process being too complicated (27%) and difficulty with navigating the checkout process (26%).

The online study, conducted by Harris Interactive, identifies the driving forces of purchase and account opening abandonment as well as security concerns relating to  transactions on mobile devices.

These factors continue to be a major issue among mobile device users, despite consumers’ increased reliance on mobile and the growing awareness of hindrances to mobile sign-ups and checkout.

The 2015 Jumio Mobile Consumer Insights Study found that more than one-half of UK smartphone owners (55%) have abandoned a mobile transaction.

According to the UK's Office of National Statistics [ONS], mobile commerce revenues reached £15bn in 2014.

In addition to a majority of survey recipients abandoning transactions, the ONS study also found that nearly a quarter (24%) of consumers quit their attempts at opening an online gaming account, while 25% of attempts to open a financial services accounbt likewise bit the dust.

Comments Marc Barach, Chief Marketing Officer at Jumio: “As mobile transactions continue to skyrocket, so do abandoned purchases, incomplete account openings, and lost revenue.”

Mr Barach also observed that: “Businesses have heeded the warning and are finally prioritising mobile checkout experiences, underscored by the ten percent improvement in abandonment rates over the last two years.”

“But, experiences are still far from being as seamless as they need to be in order for retailers to stem the tide of lost opportunity and put a potential £6bn back in their pockets.”

Read the original unabridged Jumio.com article.


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Source: Jumio.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6702

Ad Industry Loses Billions to Online Ad Blocking

Trend Summary: The estimated loss of global revenue due to blocked online advertisements in 2015 will top $21.8bn, rising to $41.4 billion in 2016.


According to a study jointly released by Adobe Systems and Dublin-based international startup PageFair, this could explain the slowing growth of revenue from search and display ads displayed by GoogleBing and Yahoo. In the first half of 2015 the number of people globally using ad-blocking software grew by  ...

[Estimated timeframe:Q3 2015 onward]

... 41% compared with the same period in the prior year.

Hundreds of US online publishers now use PageFair to measure the cost of adblocking and to display alternative non-intrusive advertising. As at June 2015, there were 198 million monthly active users of the major browser extensions that block ads.

The number of blocked ads grew by 48% during the first half of 2015 compared with a year ago, rising to 45 million active ad-blocking users during the second quarter.

In the Adobe/PageFair study, browsers Firefox and Chrome lead the mobile space with 93% share of mobile ads blocked, but with the ability to block ads becoming an option on Apple's new iOS9, that number will rise.

Currently, circa 16% of mobile Firefox users block ads, while in Europe the use of ad-blocking rose by 35% during the past year, equivalent to 77 million monthly active users during Q2 2015.

Rounding out the predictions, eMarketer points to the June 2015 numbers published by the Reuters Institute for the Study of Journalism at the University of Oxford. This data suggests that in the United States 41% of PC users and 11% of mobile users report the regular use of ad-blocking software.

Read the original unabridged MediaPost.com article.


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Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6695

Digital Drives US Car Sales to Ten Year Record

Trend Summary: Digital sales leads drove car and vehicle sales during the first half of 2015, indicating that the US economy continues to prosper.


"When the US sneezes the world catches a cold", according to the old cliché. Conversely, it follows that the growing US boom in auto sales not only reflects the nation's increasingly prosperity, it also suggests that countries beyond America's shores will benefit from this trend. According to auto shopping website Kelley Blue Book, during the first six months of 2015 no fewer than ...

[Estimated timeframe:Q3 2015 onward]

... 8.4 million new vehicles were delivered to customers.

Even if the current boom slows down, which Kelley Blue Book predicts might happen in the second half, 2015 will be the best year for car sales in more than a decade.

According to Dave Winslow, VP of digital strategy at automotive on-demand dealership software company Dealertrack Technologies, consumers are also doing a lot more digital and mobile shopping now, driving volume thanks to the comfort factor.

What's more digital, pre-dealership paperwork means that car buyers spend less time sitting in someone’s office completing the purchase documentation.

Dealertrack also notes that in June there was a 20% increase in vehicle pages viewed on dealer sites, plus a 47% increase year-on-year in customers coming from mobile engagement with dealers, and an 18% increase in electronic contracting.

Read the original unabridged MediaPost.com article.


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Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6681

Adland Slammed by Mothers Union for Commercialisation of Childhood

Trend Summary: In what might prove a serious blow to the UK's ad industry, Mothers' Union has publicly condemned the commercialisation of childhood.


Earlier this week the UK branch of Mothers’ Union asked members of the General Synod of The Church of England to heed concerns voiced by parents about the impact of advertising and commercialism on children and the consequent ...

[Estimated timeframe:Q3 2015 onward]

... well-being of the family.

In a debate chaired by the Rt Revd David Thomson, Bishop of Huntingdon, Mothers’ Union [MU] raised awareness of their Bye Buy Childhood campaign and called upon the Lords Spiritual to raise in Parliament the recommendations drafted by MU based on its recent research.

According to Rachel Aston, Social Policy Manager at MU: “Despite significant progress since our original research in 2010, we know that only 50% of parents feel equipped to manage the significant influence of advertising and the commercial world on their family."

"We want to ensure that parents are empowered to manage the impact of commercialisation, and that government continues to ensure that regulation is working and that industry follows the spirit, as well as the letter of the law when marketing and selling to children.”

Ian Barber, Director of Communications for the Advertising Association, represented the ad industry at the event. He assured those present: “When it comes to children’s well-being, everybody must be ready to play their part.

"The Mother’s Union has inspired a positive debate in our sector and UK advertising is committed to ensuring that marketing to children continues to be responsible and appropriate. Industry initiatives like Media Smart, created to help teachers and parents talk to children about advertising, are a great example of how we can make a real difference.”

Read the original unabridged AnglicanNews.org article.


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Source: AnglicanNews.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6674

Generation X Muscles-In On US Boardrooms

Trend Summary: As older baby boomers retire, major US companies are turning to members of Gen X, those born circa 1965-1980.


Yesterday's edition of The Wall Street Journal reports that an increasing number of younger US baby boomers, now in their mid-50s, are taking over the leadership of major companies. Among firms that have recently appointed CEOs aged fifty or less are McDonald’s, Harley-Davidson, Microsoft and 21st Century Fox. According to the WSJ, management experts believe that ... 

[Estimated timeframe:Q3 2015 onward]

... younger bosses tend to share certain qualities.

As members of the first generation to use personal computers from childhood, the boomers are generally more tech savvy.

Moreover, they also spend more time wooing and retaining younger employees, whilst focussing on keeping products and services relevant to rising millennials - a group projected to constitute 75% of the workforce by 2025.

The WSJ article quotes Christopher H Franklin, 50 years old, who this month became ceo at Aqua America Inc, a water utility in Bryn Mawr, Pennsylvania.

Mr Franklin believes his generation of leaders is more focused on talent an technology than their predecessors were. He says he wants to delve deeper into hiring and retention than many chiefs typically do, in part by having Aqua’s VP of human resources report directly to him rather than to the general counsel.

“Talent acquisition and retention is a huge component of what we [new CEOs] need to think about,” Franklin said in an interview. “That is where you get to set the culture.”

Read the original unabridged WSJ.com article.


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Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6667



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