137 Marketing Trends found for Economic/Political / Regional


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Digital Startups Key to EU's Economic Future

Trend Summary: Digital start-ups are the key to Europe's future asserts the European Union's vice president.


New studies based on hard data have underscored the future potential of Europe's digital economy, giving EU vice president and digital evangelist Neelie Kroes' message a powerful boost. Earlier this year at the World Economic Forum in Davos, Kroes told global business and political leaders  that Europe needs successful business start-ups and global internet companies if it is to become ...

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... "a centre of growth in the world."

The report, published in mid-February, states that Europe's app developers - often startup companies - are in a position to lead the way globally.

It also revealed that the development of miniature programs for smartphones and tablets is the fastest growing industry in Europe.

In less than five years the European app sector has grown from virtual zero into a digital powerhouse. Almost two million new jobs have been created since 2009 and the report predicts the industry will employ almost 5 million people by 2018, generating €63 billion ($87 billion) in revenues.

Speaking at the report's launch Ms Kroes said: "This is one area of the digital economy where Europe really leads. Of the global revenue for consumer apps, EU developers [account for] 43 percent."

Read the original unabridged DW.de article.

[Estimated timeframe:Q1 2014 - 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: DW.de
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6293

Asia to Dominate Trade Growth Thru' 2030

Trend Summary: The coming fifteen years will see Asian exports of high-tech products growing notably faster than exports of other goods.


The latest global trade report from banker HSBC predicts that Asia will move from being a low-cost production hub for foreign brands and progress toward development of value-added local products. By 2030 high-tech goods will account for more than 25% of goods traded compared to 22% in 2013. However, the bank also pedicts that trade ... 

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... will expand only slowly in the shorter term. 

HSBC foresees that by 2030, China will account for more than half the global trade in high-tech goods. Hong Kong and the United States will remain in second and third place, although with a lower market share, while Korea will displace Singapore as the fourth-biggest exporter of high-tech goods.

China, home of the world's third-biggest smartphone manufacturer, Huawei Technologies, and the world's largest PC maker, Lenovo Group, is already ramping up spending on research and development, as is Malaysia.

The bank also predicts that the value of global goods trading will rise at an average rate of 8% annually over the period 2014-2030, with high-tech goods production rising at around 9% annually. 

Read the original unabridged Reuters.com article.

[Estimated timeframe: Q1 2014 - Q4 2030]

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=6290

EU Slams US Government and UN Over Internet Control

Trend Summary: The European Union has declared its opposition to control of the internet by the US government and/or the United Nations.


Neelie Kroes, the European Union's former Commissioner for Competition and Technology, now EU vice president, has staked-out the trade bloc's stance over reforming the internet’s infrastructure. Governance of the internet, Ms Kroes believes, should not be in the hands of the United States or United Nations. Instead,she argues that control should be shared by ...

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... individual governments, companies, civil society and others.

Outlining the EU executive's position vis-a-vis oversight of the internet, Ms Kroes told reporters: “The debate is happening at a time of broken trust, not least because of surveillance scandals, and at a time when many governments want to take more control of the internet. We are rejecting a United Nations takeover or governmental takeover of internet governance.”

The EU's position, according to Ms Kroes, is that recent revelations of large-scale surveillance have called into question the stewardship of the USA with regard to internet governance.

She posits that in order to “broker a smooth transition to a more global model, while at the same time protecting the underlying values of open multi-stakeholder governance of the internet,” who better than Europe to find the middle ground between the US and those authoritarian nations that prefer to crack down on internet freedom?

“Internet governance is going to rise up the political agenda over the next two years,” she said, which would be “make or break” for the open internet as we know it."

“We don’t need government control. What we need is to globalise the current multistakeholder model.”

Read the original unabridged WSJ.com article.

[Estimated timeframe: Q1 2014 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: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6263

Chinese Tourism to Europe Surges

Trend Summary: In what promises to be a significant gamechanger in the global tourism industry, an estimated 4.5 million Chinese citizens traveled overseas during the 2014 Spring Festival holiday period.


According to the China Tourism Administration, the nation's dramatic surge in outbound tourism in 2014 reflects a year-on-year increase of 12%. While Europe was one of the most popular destinations, there are marked pros and cons between individual European nations - among them the convenience of obtaining a visa, the abundance (or paucity) of popular culture and the services  ... 

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... provided specifically for Chinese travellers.

Paris is one of the busiest destinations according to Han Fang, an employee at  French travel agency Mandarin Voyages, which specialises in tourists from China,.

Says Ms Han: "We have seen a rapidly increasing number of Chinese tourists in Europe this year. France and Italy are among the most popular destinations."

The French government has pledged to fasttrack visa applications by Chinese tourists, enabling them to obtain a visa in 48 hours. Han believes the move will attract more Chinese tourists to France and other European countries.

Says she: "We've also noticed that a growing number of Chinese tourists are not satisfied with simply taking photos in front of the landmarks and shopping for luxury goods. Many of them prefer in-depth travel packages because they want to spend several days in one place - Paris, for example - and they want to explore the city, visit the museums and gain greater knowledge about its history.

Many of them have clear plans and targets of their own," she added.

But one Chinese tourist, Ms Tian Dong, warns that all is not sweetness and light for some Chinese visitors to France. Tian, who is currently visiting that nation, said a simplified visa application process would make the country a more attractive destination. She also has safety concerns because Chinese tourists have become targets for crime in France.

"Safety is still a concern. I have to be always on alert when I travel in the country. It would be good if the local authorities could do more to address the safety issue," she said.

Read the original unabridged Xinhuanet.com article.

[Estimated timeframe: Q1 2014 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: Xinhuanet.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6259

WPP's Sorrell Predicts 'Return of Brand America'

Bottom Line Trend: WPP Group ceo Martin Sorrell warns that the general public is becoming increasingly worried about data security, despite which mobile marketing is set to soar.


Timed to coincide with his highly publicised visit to the World Economic Forum at Davos, Sir Martin Sorrell's blog in the Huffington Post predicts that world financial confidence is slowly growing, albeit remaining "fragile". Writes Sorrell: "WPP's financial performance correlates directly with global GDP: when the world economy does well, so do we; when it catches a cold we ...

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... come down with the illness every time - three times in the last twenty-eight years."

Nonetheless, he opines that businesses appear to be "doing well" with optimism higher this year than last, though "clients remain cautious and risk averse".

Mr Sorrell also predicts that now is the time for 'Brand America' to reassert itself, there being "several reasons to be significantly more cheerful about the future of the US".

His final - and perhaps most significant - prediction is that Chinese innovation will be the next big thing, with Xiaomi "outpacing Apple in China" with "Alibaba, Tencent and Baidu poised to shake up the traditional banking sector".

"Smarter minds", he opines, "are looking East - and learning".

Despite which, he envisions that stateside developments in manufacturing and technology, such as 3D printing, will "reposition American manufacturing in comparison with lower cost offshore options. Indeed, "there are indications already of clients moving manufacturing onshore to the US."

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q1 2014 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=6250

Do Google's Robots Presage Data Monopoly?

Bottom Line Trend: Google has acquired eight robotics companies this year, suggesting the search titan plans to use robots in its future operations.


Such operations could include the delivery of internet access to remote locations - certainly a more practical approach to internet ubiquity than the company's now abandoned Google Loon project, which planned to use use helium balloons to bring internet services to remote locations. Now Google-watchers are speculating that the company may be planning ...

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... a network of robots connected via WiFi routers and able to go anywhere, do anything, to deliver wireless internet to every corner of the globe.

Such a scenario has gained credibilty with the news that Google has just acquired Boston Dynamics, a company best known for creating the Atlas robots and “creepy galloping robots” like the BigDog and Wild Cat projects on behalf of the US government's Defense Advanced Research Projects Agency.

Although it is tempting to think that Google's latest move is just another bout of one-upmanship between ceo Larry Page and Amazon boss Jeff Bezos, acquiring a robotic creatures company has the ring of cold, hard logic, given that such robots are capable of replacing humans loading and unloading delivery trucks.

Another possible scenario is that Google's robots are the firm's cyborg infantry in the war to organise the world’s information.

Or, of course, it might just be another PR masterstroke by one of the globe's most PR-savvy companies?

Read the original unabridged WashingtonPost.com article.

[Estimated timeframe: Q4 2013 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: WashingtonPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6232

Consumers Set to Change Face of Retail Thru 2025

Bottom Line Trend: The retail landscape has altered radically over the past decade - and will continue through 2025.


A new report from McKinsey.com's Ian MacKenzie, Chris Meyer and Steve Noble takes a long and penetrating look at the US retail scene which, over the past decade, has seen e-commerce grow at an impressive annual rate of nearly 8%. It's a trend that's extended to Western Europe and beyond. The report also reveals that the manner in which consumers make purchasing decisions has dramatically altered. For example they ...

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... stand in stores, using their smartphones to compare prices and product reviews; family and friends instantly weigh in on shopping decisions via social media; and when they’re ready to buy, an ever-growing list of online retailers deliver products directly to them, sometimes on the same day. 

Observes the McKinsey team: "These shifts have led a number of industry observers to forecast the end of retail as we know it. Some predict that retail will change more in the next five years than it has over the past century and that the extinction of brick-and-mortar stores isn’t far off.

"Our view is less dramatic, but we do believe that big changes are inevitable and that retailers must act now to win in the long term.

The report notes that there is historical precedent for this kind of upheaval, which recasts the industry’s winners and losers.

"Within the past century, local corner stores gave way to department stores and supermarkets, then to suburban shopping malls, then to discount chains and big-box retailers.

"Each of these shifts unfolded faster than the one that preceded it, and each elevated new companies over incumbents. Indeed, six of the ten largest US retailers in 1990 have since fallen from their positions as new winners, such as Amazon.com, Costco, and Walgreens, emerged in their place.

Nonetheless, despite the e-commerce boom, bricks and mortar stores are expected to account for approximately 85% of US retail sales in 2025.

That said, incumbent retailers can’t expect to stay successful by going about business as usual.

The McKinsey team discusses the major trends reshaping the retail landscape and the actions they believe retailers must take if they are to ride the wave instead of being swept away.

Read the original unabridged McKinsey.com article.

[Estimated timeframe: Q4 2013 - 2025]

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

Source: www.mckinsey.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6199

New EU Data Laws Could Shackle Marketers

Bottom Line: Marketers operating within the European Union are likely to be shackled by stringent new EU data protection laws.


The ongoing battle between big data and individual privacy reached its zenith earlier this month when the European Parliament voted in favour of harsh new data protection regulations. Predictably this was not to the liking of adland's trade bodies, among them the World Federation of Advertisers and the EU-focused Industry Coalition for Data Protection (whose membership includes the WFA and the EU branch of the American Chamber of Commerce), all of whom were ... 

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... furiously lobbying ahead of the vote in the hope of negotiating a lighter-touch regime that takes into account the interests of business. 

Argues Malte Lohan, director of public affairs at the WFA: "The European Parliament wants to make the toughest privacy law the world has ever seen. The EU is championing the rights of citizens, but it's not that straightforward - this could undermine the digital economy."

The first crucial issue is around the definition of personal data.

The Data Protection Regulation could include not only personal information like names, bank details and passport numbers, but all sorts of identifiers that marketers routinely use – and consider to be anonymous -- in the world of big data.

The second - and equally crucial - bill centres on the definition of consent.

It seeks explicit, prior, opt-in consent at every turn, asking consumers to negotiate a cookie wall before they can engage in such routine activities as checking the weather or viewing the news.

Posits Mr Lohan: "From a marketer point of view it's totally disproportionate."

The proposals were first outlined last year. Since then, Jan-Philipp Albrecht, a Member of the European Parliament who represents the German Green Party, has been working on refining the complex document.

Reports AdAge: "Mr Albrecht specializes in civil liberties and is tough on privacy issues."

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q4 2013 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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6194

EU Pushes for More WiFi Spectrum by 2016

Bottom Line: European WiFi traffic is predicted to rise to 78% of all data traffic by 2916, EC seeks more spectrum.


The European Commission [EC] has recommended governments of member states to ensure that frequencies from 5,150MHz to 5,925MHz are made available for WiFi throughout the trade bloc. The EC has also urged member nations to examine licensing options for 3.5GHz and other potentially licensable frequencies. Extolling the benefits of WiFi is EC vice-president, the senior Dutch bureaucrat Ms Kneelie Kroes who vows to ... 

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... reduce the amount of regulation currently governing WiFi networks.

The EC found that Europeans are increasingly using WiFi to access the internet through smartphones, with 71% of all European wireless data traffic moving over WiFi. It forecast that WiFi traffic could rise to 78% of all EU data traffic by 2016.

To meet increasing demand the EC recommends that member state governments investigate how to free-up more WiF spectrum in their respective nations.

According to Ms Kroes: "WiFi is a huge success. It's a win for everybody involved. I will make sure the European Commission helps to spread use of WiFi through extra spectrum and lighter regulation.

"Systems where you share your WiFi network with others are a great example of how we can crowd-source a better internet for everyone.

"Everyone in Europe should be able to benefit from internet when they are away from home and work."

Assuming mobile operators get serious about using WiFi networks to generate cash then the EC's report, which shows considerable consumer appetite for WiFi connectivity, could lead to another round of spectrum auctions.

Read the original unabridged The Enquirer article.

[Estimated timeframe: Q1 2013 - 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: TheEnquirer.net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6150

Internet-Enabled Car Market in EU to Hit $422bn by 2022

Bottom Line: In Europe the automobile industry has remained resistant to the impact of the internet. Now, however, the scene is set for seismic change. 


According to Wall Street Journal blogger Ben Rooney, the combination of regulatory pressure, consumer demand and shifting business models is set to bring about the age of the connected car in Europe. A recent report suggests that the process will be more evolutionary than revolutionary. However, another report commissioned by Spanish telecoms giant Telefónica predicts that by 2022 ...

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... the connected car market will be worth $422 billion, up from $22 billion in 2012.

Much of that value is from the additional data costs but a significant amount comes from new services. 

Blogger Rooney warns that the car industry faces challenges if it is going to benefit. Given how fast technology changes, he writes, "the industry is either going to have to surrender to the smartphone, and just work on integrating them into cars, or build in future-proofing to stave off tech obsolescence.

Says Ian Digman, general manager, Europe cross carline product planning at Nissan Motor Company: “The way [car manufacturing] is set up at the moment, this is a problem.

But it's a situation, Digman says, that can change. “You can make cars more modular, more flexible. It does alter how we design the car.”

Connecting cars to the internet brings three main benefits, according to Don Butler, vice president, Cadillac global strategy: "It makes vehicles better; it generates new business models; and it allows carmakers and owners to know what is going on in their cars all the time."

Read the original unabridged WSJ.com article.

[Estimated timeframe: Q2 2013 - 2022]

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=6128



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