143 Marketing Trends found for Economic/Political / Regional


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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 ...

[Estimated timeframe:Q2 2015 - Q4 2018]

... 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.


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 ...

[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

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 ...

[Estimated timeframe:Q2 2015 - Q4 2020]

... 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.


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 ...

[Estimated timeframe:Q2 2015 onward]

... 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.


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 …  

[Estimated timeframe:Q2 2015 onward]

... 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. 


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 ...

[Estimated timeframe:Q1 2015 onward]

... 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.


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Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6568

Ad Tech Revenues Set to Soar to $100bn by 2020

Trend Summary: Advertising technology revenue in the USA is set to soar by more than 300% over the next five years.


Given that marketing trends cross the Atlantic at roughly the same speed as a Boeing 747, Madison Avenue's current infatuation with advertising technology is likely to be enthusiastically embraced by UK and European marketers. According to the newly released Ad Tech Vendor Benchmark report from research and consulting firm Technology Business Research [TBR hereon], advertising technology revenues in the US are set to grow from $30bn this year to...

[Estimated timeframe:Q1 2015 - Q4 2020]

... $100bn by 2020, an increase of more than 300% over the period.

The growth will be spurred by advertisers’ continued shift toward digital formats and the rise of self-serve platform offerings, predicts TBR.

States Seth Ulinski, senior analyst at TBR: “Marketers and agencies are shifting to ad tech to plan, execute and optimise multichannel digital campaigns."

“Increased digital ad spending, programmatic technologies and SaaS [Software as a Service] fuel ad tech market growth. End users are ramping up ad tech investments.”

TBR's $100bn estimate views the ad tech ecosystem from the macro level. In other words, TBR assumes that all ad tech vendors will have a combined net revenue of $100bn by 2020.

But TBR also studied twenty “key vendors” to set benchmarks for individual companies.

Interviewed by trade publication Real-Time Daily, Mr Ulinski “We had to start somewhere, there are so many vendors in the market. We had to create a taxonomy and some segments.”

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=6558

EU Moves to Head Off US-Asian Digital Dominance

Trend Summary: The European Union is to back a new alliance of EU industry, aiming to spur innovation into connected devices.


Speaking earlier this week at a tech conference in Brussels, the European Commission’s digital economy commissioner Gunther Oettinger vowed to get its traditional hardware industry online before the likes of Google and Apple build their own automated cars and connect the world’s objects to the internet with their proprietary software. Flinging down the gauntlet Mr Oettinger said ...

[Estimated timeframe:Q1 2015 onward]

... “The EU will become a digital world player as we successfully did in aerospace and automotive technologies.”

He also emphasised that Europe’s future industrial competitiveness will largely depend on its.capacity to develop high-quality software.

The aim, he said, is to create a single digital market to make it easier for local technology businesses to grow, whilst making it more difficult for foreign internet companies to overshadow their EU counterparts.

Oettinger also announced the imminent launch of a new EU-backed alliance, intended to spur innovation into connected devices. The alliance includes such major European industrial names as Phillips, Bosch, Orange, Alcatel, Nokia, Siemens,Telefonica and Volvo.

Posits Mr Oettinger: "Bringing European industry online ultimately has to benefit European citizens and European labour markets”.

“Europe has world-class expertise in building complex systems such as cars, trains, planes plus highly complex machinery and sophisticated software. We see new businesses that didn’t exist a few years ago and are now world leaders in their sector, and they are getting a grip on an ever-wider section of economic activity.”

Oettinger warned that if Europe doesn't become tech-proactive, products and services that address society’s new challenges will come from other parts of the world, primarily the USA and and South Korea.

Read the original unabridged Blogs.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: Blogs.wsj.com.
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6551

EU Moves to Impose New Data Retention Law

Trend Summary: The European Commission is mulling a new law requiring telecoms companies to store communications data of EU citizens.


Following the European Court of Justice's recent rejection (on privacy concerns) of a proposed new law to fight terrorism, the European Commission is mulling new legislation that will compel telecom companies to retain the communications data of all EU citizens. The move was  triggered by the murderous Islamist attacks in Paris last month, focussing the attention of European Union leaders on how best to ... 

[Estimated timeframe:Q1 2015 onward]

... intensify counter-terrorism efforts within the EU.

For example this might require the creation of an EU-wide system for storing all airline passenger data.

This would require a careful balancing act, as the EU Home Affairs Commissioner Dimitris Avramopoulos notes: "On the one hand, the fundamental role that telecommunications records could play in the fight against terrorism and, on the other, the importance of adopting a cautious and measured approach".

According to the minutes of the Commission's meeting, Mr Avramopoulos intends to launch a consultation on the issue to determine whether a new law on data retention that respects privacy rights could be prepared over the coming year.

Following the proposed law's initial rejection by the European Court in 2014, Britain rushed through emergency legislation requiring UK-based telecoms firms to retain customer data for one year thereby prompting criticism from privacy campaigners.

Read the original unabridged Reuters.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: Reuters.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6501

EU Mulls Net Neutrality Law

Trend Summary: The EU's new vice president for matters digital has voiced his support for the concept that all internet traffic be treated in the same way.


Andrus Ansip, the European Union's commissioner for the digital single market, is backing the principle of so-called "net neutrality" -  the concept that all internet traffic should be treated equally. If adopted, the legislation means that internet service providers [ISPs] will not in future be allowed to cherry-pick which websites consumers can access. Nor will ISPs be able to preferentially ...

[Estimated timeframe: Q4 2014 onward]

... route traffic to or from certain sites faster than others.

Mr Ansip's move is timely, given that the bloc’s telecoms ministers will today discuss dropping the definition of the concept from upcoming new legislation.

In a speech delivered to the European Parliament in Strasbourg, commissioner Ansip declared: “The net neutrality concept has to be solid and should be clearly defined.”

“Our citizens want the best the internet can offer, they want an internet that is safe and accessible to everybody ... this is not a reality in Europe today.”

He continued: “One particular area to address will involve putting a stop to blocking of online consumers based on their location or residence.

“This will be about reforming and modernizing copyright rules and getting rid of unjustified curbs on transfer and access to digital assets."

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=6460



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