137 Marketing Trends found for Economic/Political / Regional


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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 ...

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... 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.

[Estimated timeframe:Q1 2018]

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 ...

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... 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.

[Estimated timeframe:Q2 2016]

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 ...

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... 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.

[Estimated timeframe:Q1 2016]

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 ...

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... 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.

[Estimated timeframe:Q1 2016 Onward]

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

eMail Marketers Face Tighter Regulation

Trend Summary: The European Union this week agreed to implement new regulations for data sharing and protection.


In a move that will profoundly affect eMail marketers, the European Parliament this week passed the General Data Protection Regulation bill [GDPR] giving member states two years to comply with the regulation and incorporate the GDPR into their own ...

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... national laws.

The GDPR bill, however, is not as draconian as it first may seem, allowing eMail marketers a period of grace until March 2018 to comply with the new email and data protection laws.

The new regulation will also affect anyone sending emails to or from subscribers residing in member states of the European Union.

A press release from the European Commission states that complying with the bill will likely be more difficult for marketers as it enables EU citizens to “better control their personal data”.

The release continues: “At the same time modernised and unified rules will allow businesses to make the most of the opportunities of the Digital Single Market by cutting red tape and benefiting from reinforced consumer trust.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q2 2015 - Q4 2018]

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=6793

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 ...

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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.

[Estimated timeframe:Q4 2015 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

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

B2B eCommerce Revenues Forecast to Hit $1.1 Trillion by 2020

Trend Summary: Business-to-business e-commerce sales in the USA. will grow from $780bn this year to an estimated $1.1 trillion by 2020.


A new report from Forrester Research predicts that over the next five years e-commerce will account for 12.1% of all business-to-business [B2B] sales in the USA - an increase on this year's 9.3% growth. It's a marketing trend likely be replicated throughout the developed  world. According to the report's author, principal analyst Andy Hoar there are ...

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... two types of B2B buyer.

Firstly there are empowered end users who personally buy their own travel, print and IT materials, likewise client entertainment and other home office overheads, then charge these expenditures back to their company.

Alternatively, there are full-time professional buyers who purchase all of their company's requirements en masse.

The Forrester study found that 74% of B2B buyers research approximately 50% of their work purchases online, while 30% of B2B buyers transact at least half of their work purchases online.

By 2017, Forrester expects that around 56% of B2B buyers will complete at least half of their business purchases online.

Comments Forrester's Andy Hoar: "We are also seeing companies moving offline-only customers online, because it's less expensive to support them."

The report also notes that one of the fastest-growing segments in B2B e-commerce is electronics, particularly among engineers who now buy such products online.

Read the original unabridged AdAge article.

[Estimated timeframe:Q2 2015 - Q4 2020]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6650

Internet's Freedom Under Threat, Warns Guru

Trend Summary: Tech pioneer Vint Cerf, who helped launch the Internet whilst at DARPA in the early 1970s, warns that Internet freedom is at risk.


Addressing a panel at Columbia University’s School of International and Public Affairs last week, Internet pioneer Cerf - a former member of DARPA, the US goverment agency responsible for the development of emerging military technologies  - warned that political and technological forces now threaten ...

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... universal internet access and integrity.

These are values which Mr Cerf describes as the very foundation of the Internet. 

During the conference sponsored by Columbia University and the Global Commission on Internet Governance and Cybersecurity, Mr Cerf opined: "In my view, fragmentation is destructive of the basic functioning of the Internet. Fragmentation would be a terrible outcome and destroy value."

He also urged his audience "We have to work to make sure there is no reason to fragment."

Cerf continued: "In Europe, companies such as Google Inc face new government imposed limits on search. In Germany and elsewhere, there’s been a movement toward local storage of data and national forms of email. There are calls for “multi-stake holder” approaches to Internet governance that can be at odds with the free-wheeling regimes emanating from of the USA.

In an interview after the panel session ended Mr Cerf said: “There’s a tension there. This debate will probably continue for a while.”

“We are seeing a reaction, of course, to what happened with the NSA [vis-a-vis its spying on other nations] in Europe and other parts of the world”, whilst noting: “That problem is starting to dissipate, assuming Congress has done what it appears to be doing, which is to contain a certain amount of zeal in data collection, to say nothing of what the private sector is doing as well by using more cryptography.

That will probably draw Europe and the USA somewhat closer together. My thought? Let this digest a big longer.”

While for readers who enjoy collecting pompous and slightly ridiculous job titles, Mr Cerf is these days enshrined at Google as 'Chief Internet Evangelist' .

Read the original unabridged Blogs.wsj.com article.

[Estimated timeframe:Q2 2015 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Blogs.wsj.com.
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6599

EU Commission Launches Probe into Practices of Online Giants

Trend Summary: Following the EU’s announcement of it’s new digital strategy, US online giants such as Google and Amazon could face an anti-trust probe. 


The announcement coincides with the European Commission’s presentation of its new digital strategy and the launch of an enquiry into the trade bloc’s e-commerce sector. Primary candidates for scrutiny are internet titans Google, Amazon and Facebook, especially the manner in which they have …  

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... used their influence and power in the European market.

The outcome of the probe will determine whether these companies have to be regulated more tightly. 

The inquiry will focus on the transparency of search results and pricing policies, how online platforms use the data they obain, their relationships with other businesses and how they promote their own services to the potential disadvantage of competitors.

The investigation was announced as part of the EU's Digital Single Markets Strategy, unveiled earlier this week by Commission Vice President Andrus Ansip.

According to Mr Ansip, the strategy will "prepare Europe to reap the benefits of a digital future" and "give people and companies the online freedoms to profit fully from Europe's huge internal market."

The proposals were welcomed by European Commission president Jean-Claude Juncker.

Read the original unabridged DeutscheWelle.com article. 

[Estimated timeframe:Q2 2015 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: DeutscheWelle.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6593

EU to Curb Google's Advertising Dominance

Trend Summary: European Union regulators clamp down on Google, Facebook and other US invaders of personal privacy.


Last week Google became the latest (and arguably the hardest hit) of major US online businesses trading within the European Union, following the latter's decision to investigate Larry, Sergei and Eric's monolithic monster on allegations of anti-trust practices, specifically its ...

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... favouring, to the detriment of rivals, of Google's own web properties in search results .

Another of Google's current practices under investigation by the EU is the delivery of instant product reviews, thereby diverting traffic away from rivals such as Yelp.

According to an article by Garrett Sloane in today's AdWeek.com, punitive action by the EU could force Google to change its search tactics. Additionally, the probe could also veer into other aspects of its business that impact upon advertising.

Back in 2013, when the US Federal Trade Commission conducted a full investigation into Google's alleged business practices, the commissioners declined to label Google a search monopoly whilst, nevertheless, continuing to maintain a close watch on the company's commercial behaviour. 

Said FTC Chairman Jon Leibowitz: “The changes Google has agreed to make will ensure that consumers continue to reap the benefits of competition in the online marketplace and in the market for innovative wireless devices they enjoy.”

It appears that the EU is now adopting a similar stance.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q1 2015 onward]

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=6568



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