143 Marketing Trends found for Economic/Political / Regional


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EU Puts the Squeeze on Tax Avoiding US Tech Titans

Trend Summary: The EU announced yesterday its intention to rein-in the alleged tax evasion excesses of US tech giants.


The European Union this week revealed that Apple Inc owes approximately €13bn [$14.5bn] in what it politely calls "uncollected taxes" over the past decade. The move represents a new high-water mark in the bloc’s efforts to rein in the ...

[Estimated timeframe:Q3 2016]

... alleged tax-evasive excesses of American tech giants.

The EU's move is just the first shot in what is expected to be a busy autumn for European officials, who are pushing forward a raft of regulations and investigations aimed at altering the behavior of a cadre of US-based internet superpowers. The moves are supported by a host of players—from EU regulators in Brussels to a bevy of national authorities across the continent. They are targeting areas ranging from personal privacy to anti-competition issues.

In coming weeks, EU bodies plan to debate new telecom rules that could expand to cover services like WhatsApp, proposed legislation to push news aggregators to pay newspapers for showing snippets of content, and potential audiovisual rules that would force companies like Netflix Inc to finance European movies.

At the same time, authorities in capitals like Brussels, Paris and Berlin are pursuing investigations involving big companies like Google, Amazon and Facebook, concerning alleged tax avoidance, anticompetitive behavior and privacy concerns.

“It’s an avalanche coming,” says James Waterworth, vice president for Europe at the US-based Computer & Communications Industry Association, a lobby group that represents Amazon, Facebook, Google and Netflix. “There’s a political sense from some camps that these big, extraterritorial companies are getting away with things that need to be addressed.”

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=6969

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 Advertising Budgets Set to Soar

Trend Summary: The vast majority (91%) of marketers across EMEA plan to increase their mobile advertising budgets over the next twelve months.


Nearly half of the survey sample [45%] expect mobile advertising growth to exceed 25%, according to a new industry survey. The survey, conducted by the Mobile Marketing Association in partnership with Warc, polled 378 marketing and advertising professionals from forty-two markets across ...

[Estimated timeframe:Q3 2016]

... the EMEA region.

As a snapshot of the current state of thinking about mobile marketing among industry practitioners, the survey also revealed respondents' views about the most significant trends as well as the main barriers holding back mobile from further growth.

Almost two-thirds [62%] of the EMEA survey sample said they currently allocate less than 10% of their budget to mobile. However, more than a quarter [28%] spend between 11% and 25%, while another 10% spend more than 26%.

Moreover, respondents expressed keen interest in mobile video and location-based data, given that these two formats will be used over the coming year by 65% and 56% respectively.

Respondents also identified telecoms, travel, drink, retail and finance as the most innovative categories for mobile marketing, while nearly half expected mobile wallet, virtual reality and augmented reality to gain prominence over the coming five years.

Read the original unabridged Warc.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: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6950

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

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

New EU Law Will Regulate Marketers Use of Data

Trend Summary: The European Commission yesterday approved more stringent data privacy laws.


The General Data Protection Regulation [GDPR hereon] runs to more than two hundred pages, making it one of the most wide-ranging EU reforms to be passed in years. It also formalises ...

[Estimated timeframe:Q1 2018]

... concepts such as the ‘right to be forgotten’, data portability, data breach notification and accountability.

Companies falling foul of the GDPR guidelines could face massive fines of €20m, or up to four per cent of global revenues.

Businesses operating within the EU will need to be more transparent with their use of personal data, while individuals will have more control of their personal information.

The new bill means that marketers, increasingly reliant on data, will be compelled to rethink their consumer data practices and move more deftly come 2018 when GDPR comes into force.

Read the original unabridged The Drum.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=6877

European Marketing Industry Overtakes Rest of World

Trend Summary: Global marketing activity grew steadily in March and at a similar rate to February.


According to The Global GMI index [GMI], published monthly by World Economics.com, growth occurred globally albeit at declining rates, with the exception of Europe which registered a value of 59.2, the continent's highest GMI level to date, compared with a global value of ...

[Estimated timeframe:Q2 2016]

... 54.9.

According to the survey, allocation of marketing budgets to TV continues to decline, recording an index value below the 50 ‘no-change’ level. TV also saw falls in spending in the Asia-Pacific region and in the Americas, although Europe registered a steady rise.

Conversely, spending on traditional media (Press, Radio and Out-of-Home) continued to fall globally and across all regions. In contrast, the allocation of media budgets to Digital and Mobile rose strongly in Europe, Asia-Pacific and the Americas.

The Global Marketing Index (GMI) provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among marketers. The company's global panel (2,000+ members) consists of experienced executives working for brand owners, media owners, creative and media agencies and other organisations serving the marketing industry.

The panel has been carefully selected to reflect trends in the three main global regions: Americas, Asia Pacific and Europe.

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=6866

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

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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