143 Marketing Trends found for Economic/Political / Regional

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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 ...

[Estimated timeframe:Q1 2014 onward]

... 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.

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 ...

[Estimated timeframe: Q4 2013 onward]

... 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.

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 ...

[Estimated timeframe: Q4 2013 - 2025]

... 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.

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 ... 

[Estimated timeframe:Q4 2013 onward]

... 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.

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 ... 

[Estimated timeframe: Q1 2013 - 2016]

... 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.

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 ...

[Estimated timeframe: Q2 2013 - 2022]

... 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.

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

Europe's Mobile Spectrum Set to Double by 2023

Bottom Line: The value of Europe’s mobile spectrum is forecast to double over the next ten years.

According to the Wall Street Journal, a new report published yesterday by the GSMA - an association representing circa 800 mobile operators and related companies in over 220 nations - predicts that Europe’s mobile spectrum could double in value by 2023. Currently use of the licensed spectrum contributes €269bn to the European Union economy. According to the report the latter figure is set to grow to ... 

[Estimated timeframe: Q2 2013 - 2023]

... €477bn by 2023 if additional frequencies currently in use by digital TV and other applications are made available to mobile operators. 

Moreover, an unnamed  technology startup claims there is potentially even greater value to be had from more innovative use of the scarce frequencies by allowing anyone, not just licensed operators, to use it.

However the GSMA report doesn't examine the potential value created by unlicensed spectrum.

Until recently, almost all mobile traffic was person to person — either phone calls or SMS messages. Today networks carry more data than voice, while the drive for more and more data is relentless.

By 2020, the GSMA report predicts, a whole new market will have opened up in machine-to-machine communication. The report suggests that market will grow from zero value today to €220 billion by 2013, a substantial share of which [€89 billion] will be carried over the networks belonging to GSMA members.

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=6121

Twelve Disruptive Future-Shaping Technologies

Bottom Line: A new report from The McKinsey Global Institute identifies new technologies that will transform and disrupt global business. 

Warns McKinsey.com's Disruptive Technologies report: The relentless parade of new technologies is unfolding on many fronts. Almost every advance is billed as a breakthrough, and the list of “next big things” grows ever longer. Not every emerging technology will alter the business or social landscape — but some truly do have the potential to ...

[Estimated timeframe:Q1 2013 - 2025]

... disrupt the status quo, alter the way people live and work, and rearrange value pools.

It is therefore critical that business and policy leaders understand which technologies will matter to them and prepare accordingly.

McKinsey Global Institute's Michael Chui defines disruptive technologies thus: "Advances that will transform life, business, and the global economy".

The report cuts through the noise and identifies twelve technologies that could drive truly massive economic transformations and disruptions in the coming years. The report also looks at exactly how these technologies could change our world; also their benefits and challenges, plus guidelines to help leaders from businesses and other institutions respond.

MGI estimates that in toto applications of the report's twelve technologies could have a potential economic impact between $14 trillion and $33 trillion a year come 2025.

This estimate is neither predictive nor comprehensive. It is based on an in-depth analysis of key potential applications and the value they could create in a number of ways, including the consumer surplus that arises from better products, lower prices, a cleaner environment, and better health.

Some technologies detailed in the report have been gestating for years and thus will be familiar. Others are more surprising.

Examples of the twelve disruptive technologies include:

  • Advanced robotics — ie increasingly capable robots or robotic tools, with enhanced “senses,” dexterity, and intelligence — can take on tasks once thought too delicate or uneconomical to automate. These technologies can also generate significant societal benefits, including robotic surgical systems that make procedures less invasive, as well as robotic prosthetics and “exoskeletons” that restore functions of amputees and the elderly.
  • Next-generation genomics marries the science used for imaging nucleotide base pairs (the units that make up DNA) with rapidly advancing computational and analytic capabilities. As our understanding of the genomic makeup of humans increases, so does the ability to manipulate genes and improve health diagnostics and treatments. Next-generation genomics will offer similar advances in our understanding of plants and animals, potentially creating opportunities to improve the performance of agriculture and to create high-value substances—for instance, ethanol and biodiesel—from ordinary organisms, such as E. coli bacteria.
  • Energy-storage devices or physical systems store energy for later use. These technologies, such as lithium-ion batteries and fuel cells, already power electric and hybrid vehicles, along with billions of portable consumer electronics. Over the coming decade, advancing energy-storage technology could make electric vehicles cost competitive, bring electricity to remote areas of developing countries, and improve the efficiency of the utility grid.

Read the original unabridged McKinsey 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: McKinsey.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6103

Global Economic Growth to Plod Thru' 2014

Bottom Line: An independent UK research organisation predicts the world economy will grow by 3.3% this year and by 3.7% in 2014: remaining below trend.

The report, published by respected independent UK research body the National Institute of Economic and Social Research [NIESR], foresees tepid growth for the world economy this year and next. Overall global growth projections for 2013–14 are essentially unchanged from three months ago, with some upward revisions, most notably for Japan, offset by some downward revisions, including ... 

[Estimated timeframe: Q2 2013 - Q4 2014]

... the group of non-OECD [Organisation for Economic Co-operation and Development] nations.

With world output growth projected at 3.3% in 2013 and 3.7% in 2014, the forecast again points to a global recovery that is hesitant, below par, and uneven. 

NIESR summarises its projections thus:

  • The world economy will grow by 3.3% this year and by 3.7% 2014, remaining below trend.
  • In the developed world, divergence continues; the USA will grow just over 2% in each year, while the Euro Area zone remains in recession and will grow only about 1% in 2014.
  • Unemployment remains very high in most countries, at depression era rates in some peripheral Euro Area countries.

This outlook reflects, especially in the advanced economies, weak demand resulting from several factors, especially continuing fiscal consolidation and deleveraging by private sectors, impaired credit intermediation in many cases, and significant policy uncertainties.

Of most concern is the continuing slump in the Euro Area, which is expected to remain in recession in 2013 and seems unlikely, on current policies, to experience better than weak growth next year.

In the USA, private sector demand has continued to be strengthened by a substantial improvement in the financial positions of banks and households, but this is partly offset by accelerated fiscal adjustment.

NIESR's growth projections for Japan have been raised to 2% per annum in 2013–14, taking into account the announcement of significant fiscal and monetary stimulus measures.

But the main drivers of global growth remain the developing and emerging market economies, especially in Asia; prospects seem good for a broad strengthening of growth in these economies this year and next, following the moderate slowdown experienced in 2012.

Read the original unabridged NIESR 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: NIESR.ac.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6088

African Economies to Outpace Global Average Thru' 2015

Bottom Line: Economic growth in sub-Saharan Africa should significantly outpace the global average over the next three years.

A report published this week by the World Bank predicts that nations in sub-Saharan Africa [the area south of the Sahara] are set to grow in terms of GDP by more than 5% over the next three years. By contrast, average global GDP is forecast to grow by a meagre 2.4% this year. The favourable outlook for African nations will be driven by ... 

[Estimated timeframe:Q2 2013 - Q4 2015]

... foreign direct investment.

This is forecast to reach record levels in the period through to 2015, the Bank predicts, reaching US$54bn (£35.3bn) annually by 2015.

The report said strong economic growth in Africa had significantly reduced the extent of poverty in the sub-continent over the past decade.

The Bank's provisional figures show that the proportion of Africans living on less than $1.25 a day fell from 58% to 48.5% between 1996 and 2010

World Bank economist, Punam Chuhan-Pole comments: "If properly harnessed to unleash their full potential, these trends hold the promise of more growth, much less poverty, and accelerating shared prosperity for African countries in the foreseeable future." 

However, resource-rich countries such as Equatorial Guinea, Nigeria and Gabon were singled out as making less progress in combating poverty than other African countries with fewer natural resources.

Read the original unabridged BBC 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: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6076

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