47 Marketing Trends found for Human resources / Training/education

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EU Unveils Cloud Computing Strategy for Business Thru 2020

Bottom Line: The European Commission has unveiled a new strategy to drive European business and government productivity via cloud computing.

The European Commission, the executive arm of the European Union, has announced a new strategy aimed at "unleashing the potential of cloud computing in Europe". The document outlines actions to deliver by 2020 a net gain of 2.5 million new European jobs, and an annual boost of €160 billion in the trade bloc's GDP (around 1%). Commission vice-president Neelie Kroes explained the plan's underlying rationale ...

[Estimated timeframe: Q3 2012 - 2020]

... "Cloud computing is a game-changer for our economy. Without EU action, we will stay stuck in national fortresses and miss out on billions in economic gains. We must achieve critical mass and a single set of rules across Europe. We must tackle the perceived risks of cloud computing head-on."

Key actions of the strategy include: 

  • Cutting through the jungle of technical standards so that cloud users get interoperability, data portability and reversibility; necessary standards should be identified by 2013.
  • Support for EU-wide certification schemes for trustworthy cloud providers.
  • Development of model 'safe and fair' contract terms for cloud computing contracts including Service Level Agreements.
  • A European Cloud Partnership with Member States and industry to harness the public sector's buying power (20% of all IT spending) to shape the European cloud market, boost the chances for European cloud providers to grow to achieve a competitive scale, and deliver cheaper and better eGovernment.

According to Viviane Reding, Commissioner for Justice, Fundamental Rights and Citizenship: "Europe needs to think big. The cloud strategy will enhance trust in innovative computing solutions and boost a competitive digital single market where Europeans feel safe.

"That means a swift adoption of the new data protection framework which the Commission proposed earlier this year and the development of safe and fair contract terms and conditions."

Read the full unabridged 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: Europa.eu
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5935

Brazil Economy Predicted to Overtake Germany by 2022

Bottom Line: New predictions indicate that Brazil will overtake European powerhouse Germany to become the world’s fifth largest economy by 2022.

Brazil, although currently experiencing a blip on its upward economic graph, will shortly be back on course for growth according to the nation's economists, political pundits and business figures. The concensus in a poll of Brazillian movers and shakers conducted by daily newspaper O Globo is that the mighty BRIC nation will return to significant growth in the next few years, overtaking European powerhouse Germany to become the world’s fifth largest economy by 2022. Some of the business and politcal prophets polled are convinced that ...

[Estimated timeframe: Q2 2012 - 2022]

... Brazil will have become the world’s third economy by 2030. 

According to English language weekly The Rio Times, the nation's economy is predicted to double its current size over the next twenty years, expanding GDP from its current US$2.4 trillion to about US$3.5 trillion by 2022 - then to around US$5 trillion by 2030.

Some believe Brazil’s fortunes are even brighter than that. Opines the nation's richest man, Eike Batista, a Brazilian business magnate who made a fortune in mining and oil and gas exploration: “I envisage Brazil in amongst the three biggest world economies, with major social advances and sustainable growth.”

Coupled with increased foreign investment and government spending, this long-term prediction is based on the supposition that a staggering 70% of Brazil’s swelling population will be of working age.

And a sizable proportion of that population will be middle class with a good level of disposable income; and also that new reserves of natural resources will be available for exploitation, particularly in the oil and gas industries.

Politicians are also optimistic, but say the biggest challenge will be maintaining sustainable development. José Augusto Coelho Fernandes, Director of Politics and Strategy at the Confederação Nacional da Indústria [National Confederation of Industry] believes that the country’s future lies in the hands of Brazilians.

However, Mr Fernades qualifies this belief: “Of course global growth creates the best environment, but part of the solution is independent of that: we need more education, innovation, tax reforms, modernized labor rules, and more investment in infrastructure, regardless of the worsening [economic] crisis in Europe, the recovery in the US, and growth in China.”

Read the original unabridged 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: RioTimesonline.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5893

The Future for 'Big Data' 2012-2020

Bottom Line: Forward-looking marketers worldwide must learn to co-exist with the implications of 'Big Data' as envisaged in a new joint report from The Pew Research Center and Elon University.

The Pew Research Center’s Internet & American Life Project and Elon University’s Imagining the Internet Center asked digital stakeholders to weigh two scenarios for 2020, select the one most likely to evolve, then elaborate on that choice. One sysnopsis sketched out a relatively positive future where Big Data are drawn together in ways that will improve social, political, and economic intelligence. The other expressed the view that Big Data might ... 

[Estimated timeframe: Q3 2012 - 2020]

... cause more problems than it solves between now and 2020.

Respondents to the Pew/Elon opinion poll delivered a decidedly split verdict.

53% agreed with the first [positive] statement positing:

Thanks to many changes, including the building of "the Internet of Things," human and machine analysis of large datasets will improve social, political, and economic intelligence by 2020. The rise of what is known as "Big Data" will facilitate things like "nowcasting" (real-time "forecasting" of events); the development of "inferential software" that assesses data patterns to project outcomes; and the creation of algorithms for advanced correlations that enable new understanding of the world. Overall, the rise of Big Data is a huge positive for society in nearly all respects .

But a substantial minority took a less optimistic view of the future with 39% agreeing with the second statement, which foresaw:

Many changes including the building of "the Internet of Things," human and machine analysis of Big Data which will cause more problems than it solves by 2020. The existence of huge data sets for analysis will engender false confidence in our predictive powers and will lead many to make significant and hurtful mistakes. Moreover, analysis of Big Data will be misused by powerful people and institutions with selfish agendas who manipulate findings to make the case for what they want. And the advent of Big Data has a harmful impact because it serves the majority (at times inaccurately) while diminishing the minority and ignoring important outliers. Overall, the rise of Big Data is a big negative for society in nearly all respects.

Respondents were not allowed to select both scenarios; the question was framed this way in order to encourage a spirited and deeply considered written elaboration about the potential of a future with unimaginable amounts of data available to people and organizations.

While about half agreed with the statement that Big Data will yield a positive future, many who chose that view observed that this choice is their hope more than their prediction. A significant number of the survey participants said while they chose the positive or the negative result they expect the true outcome in 2020 will be a little bit of both scenarios.

Read the original unabridged article here.

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

Source: PewInternet.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5881

P&G Moves to Unify Global Marcoms

Bottom Line: Procter & Gamble, the world's largest advertiser, is to unify its global marketing communications function and integrate brand activity under the baton of Marc Pritchard, Global Brand Building Officer.

P&G is better known for setting (as opposed to following) marketing trends. On this occasion, however, the Cincinatti colossus lags über-rival Unilever with its  creation of a global communications division. The new division's remit embraces brand PR, customer services, social media and media relations, with especial emphasis on ...

[Estimated timeframe: Q3 2012 onward]

... the role of communications in brand building and social engagement.

The new division is in line with P&G's global strategic plan, announced in February, which aims to achieve efficiency savings of $1bn in marketing spend, part of the company's overall $10bn cost cutting strategy.

Global Brand Building Officer Pritchard explains his take on the art of marketing - often perceived “as traditional TV advertising, and maybe a little bit of promotion.

"Brand building is looking at the purpose of a brand. It’s about identifying how that brand can touch and improve lives with its benefits and how you can then take those benefits and express them at the store level, in public relations, in digital, TV and print. It’s how you create experiences for consumers that include services, information, education and entertainment, so you build that entire brand experience.”

The latest upheaval was prompted by the imminent retirement in June of global external relations officer Christopher Hassall. It affects the 1,200 strong ‘external relations’ division, although there will be no job losses as a result of the changes.

But a number of communications personnel working in regulatory and technical matters will be moved to P&G’s research and development function, and a number currently working on government affairs will transfer to the legal department.

According to a P&G statement: “These are the right changes at the right time to leverage our synergies with R&D, legal and the brand building organisation, to stay ahead of changes in the external communications environment, and to ensure we are organized and prepared to protect and build the reputation of P&G and our brands in the decade ahead and beyond.”

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

Source: MarketingWeek.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5849

Hologram 'Avatars' to Greet New York Airport Arrivals

Bottom Line: Arrivals at New York Port Authority's three airports will soon be greeted and informed by lifesize holographic female avatars. If successful, expect the dioramatic experiment to spread like wildfire across the marketing and advertising universe.

From July 2012 arrivals at New York's three main airports - John F Kennedy, Newark Liberty and LaGuardia - will encounter 'Ava', a computer-generated customer service representative able to respond verbally to questions on everything from the location of the nearest restroom to directions for a connecting flight. Better yet, the humanoid hologram is infinitely more cost-effective than her real-life equivalents given that ... 

[Estimated timeframe: Q3 2012 onward]

... Ava, as the digital Delilah is named, has no need of lunch or bathroom breaks, eschews overtime pay and never needs a vacation!  

The body responsible for the three airports - the New York Port Authority [NYPA] has been running a customer care program for over twenty years, but now plans to increase the number of red-jacketed Customer Care Representatives by twenty percent during peak hours.

To expand on its current program, the NYPA has created an innovative pilot plan featuring virtual customer care representatives - the first time such  technology has been used at a US domestic airport.

Currently, 350 human customer care agents provide information to help travellers navigate the airport and public transportation options. Easily identifiable by their red jackets, they staff the airport’s welcome centers and other high-volume terminal areas like checkpoint entry and exit points. Between them they speak a total of 27 different languages, with English and Spanish most prevalent.

The computerized, hologram avatars will provide automated, basic information to travelers in LaGuardia’s Central Terminal Building, Newark Liberty’s Terminal B and JFK’s Terminal 5 when they are installed in early July. The pilot will run for a six months trial period at a cost of around $180,000.

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

Source: NYPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5844

Scientists Warn of Future World Sustainability Threats

Bottom Line: Over-consumption in rich countries and rapid population growth in the poorest need to be tackled to put society on a sustainable path, according to a report commissioned by the UK's Royal Society

The science academies of fifteen nations - including the UK's Royal Society - issued joint statements today [11-May-12] calling on world leaders assembling at the G8 Summit on 18-19 May to give greater consideration to the vital role of science and technology in addressing some of the planet's most pressing challenges. Warns the report's chairman, Nobel Prize laureate ... 

[Estimated timeframe: Q2 2012 -2100]

... Sir John Sulston: "This is an absolutely critical period for people and the planet, with profound changes for human health and wellbeing and the natural environment.

"Where we go is down to human volition - it's not pre-ordained, it's not the act of anything outside humanity, it's in our hands."

The report's recommendations include giving all women access to family planning, moving beyond GDP as the yardstick of economic health, and reducing food waste.

Although the size of the Earth's human population used to be a main ingredient of environmental debate, it has fallen off the table in recent years.

In part that was because the Earth appeared able to support more people than predictions had suggested, and partly because developing countries came to view the population issue as a smokescreen to hide Western over-consumption.

However it is now back on the table, largely because of research showing that women in the poorest nations generally want access to family planning and that people benefit from it.

The United Nations "medium" projection indicates the population peaking at just over 10 billion before the end of the century, and then starting to fall, from a current level of seven billion.

"Of the three billion extra people we expect to have, most will come from the least developed countries, and the population of Africa alone will increase by two billion," said Eliya Zulu, executive director of the African Institute for Development Policy based in Nairobi.

"We have to invest in family planning in these countries - we empower women, increase child and maternal health and provide a greater opportunity for the poorest countries to invest in education."

The report recommends that developed nations support universal access to family planning, which it estimates would cost $6bn per year.

If the fertility rate in the least developed countries does not come down to levels seen in the rest of the world, the report warns, year 2100 could see a global population of 22bn of whom 17bn would be Africans.

The report will feed into preparations for the Rio+20 summit in June.  

Read the original unabridged article here.

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=5835

Club of Rome Outlook to 2052: 'Change Direction or Die'

Bottom Line: Published earlier this week [7-May-12] by the Club of Rome, 'A Global Forecast for the Next Forty Years' posits that humankind might not survive on the planet if it continues on its present path of over-consumption and short-termism.

Founded in 1968 as an informal association of independent long-term thinkers from politics, business and science, The Club of Rome's members share a common concern for the future of humanity and the planet. The Club's latest crystal-ballgazing through to 2052 starkly contradicts the belief of Voltaire's Doctor Pangloss: "that all is for the best in the best of all possible worlds". Warns the Club's latest report "“We already live in a manner that ...

[Estimated timeframe: Q2 2012 - 2052]

... cannot be continued for generations without major change".

The gloom continues: "Humanity has overshot the earth’s resources, and in some cases we will see local collapse before 2052 – we are emitting twice as much greenhouse gas every year as can be absorbed by the world’s forests and oceans.”

The Club is continuing its tradition of supporting work that raises fundamental questions and promotes far-sighted solutions. The report, by Professor Jorgen Landers of the BI Norwegian Business School, was launched to coincide with this week's meeting of global environmental charity WWF.

Published in the run-up to the Rio Summit, the Report to the Club of Rome: 2052: A Global Forecast for the Next Forty Years looks at issues first raised in The Limits to Growth paper, forty years ago. This created shock waves by questioning the 'ideal' of permanent growth.

Commenting on the findings of it's latest '2052' report, Club of Rome Secretary General Ian Johnson said: “Professor Randers’ analysis of where the world could be in forty years has demonstrated that ‘Business as usual’ is not an option if we want our grand-children to live in a sustainable and equitable planet. It took 40 years before the full message of The Limits to Growth was properly understood. We cannot afford any more lost decades.”

Drawing on contributions from more than thirty thinkers in the field, Professor Randers concludes that:

  • While the process of adapting humanity to the planet’s limitations has started, the human response could be too slow.
  • The current dominant global economies, particularly the United States, will stagnate. Brazil, Russia, India, South Africa and ten leading emerging economies (referred to as ‘BRISE’ in the Report) will progress.
  • But there will still be three billion poor in 2052.
  • China will be a success story, because of its ability to act.
  • Global population will peak in 2042, because of falling fertility in urban areas.
  • Global GDP will grow much slower than expected, because of slower productivity growth in mature economies.
  • CO2 concentrations in the atmosphere will continue to grow and cause +2°C in 2052; temperatures will reach +2.8°C in 2080, which may well trigger self-reinforcing climate change.

The launch of 2052 is part of a broader eighteen-month campaign by the Club of Rome to stimulate ideas on future options to shape the world in a sustainable way, taking its context from The Limits to Growth Report.

The Club of Rome is a global think-tank, composed of individual members and over thirty National Associations. Its mission is to undertake forward-looking analysis and assessment on ways forward to a happier, more resilient and sustainable planet. 

Read the original unabridged article here.

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

Source: ClubofRome.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5833

FBI Warns Marketers, Media Owners, Others of Impending Web Threat

Bottom Line: The FBI warned on 23 April that hundreds of thousands of computer users could lose access to the internet come July 9 unless they disinfect and remove a malware Trojan from their computers.

Businesses and individuals are advised by the US Federal Bureau of Investigation to check for and, if necessary, disinfect their computers to remove a malware Trojan dubbed DNS Changer. This can infect both Windows and Mac systems, although Linux users are safe, as are ...

[Estimated timeframe: Q2 2012 onward]

... those using iPhones, iPads, Android devices and other systems.

The DNS Changer Working Group [DCWG], an ad hoc group of IT experts, includes members from organizations such as Georgia Tech, Internet Systems Consortium, Mandiant, National Cyber-Forensics and Training Alliance, Neustar, Spamhaus, Team Cymru, Trend Micro, and the University of Alabama.

DNS Changer is a piece of malware discovered back in 2007 and is estimated to have covertly infected millions of computer worldwide.

It intercepts websites visited by the web browser, redirecting the users from the site they had chosen to visit to servers under the control of cybercriminals. These servers were then used to push web ads to the user, earning the malware miscreants millions of dollars in the process.

Last year, however, the FBI, working in conjunction with the Estonian police, seized the servers used by the cybercriminals and broke up the crime ring behind the operations.

But the servers used by the criminals were kept online so as to not disrupt the web activities of those infected - although they no longer serve up ads.

Running these web servers isn’t cheap, and so the plug will be pulled on them come July 2012. However, because systems infected with DNS Changer have had key settings changed in order to redirect their web browsing through these servers, once the latter go offline, the internet will become unavailable for anyone using an infected system.

Back in January of this year the DCWG estimated that some 450,000 systems were still infected with DNS Changer.

To check if your system has been violated and infected with DNS Changer, click here [no software will be downloaded to perform the check].

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

Source: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5824

Cloud to Create Fourteen Million New Jobs by 2015

Bottom Line: Cloud computing will potentially generate at least 14 million new jobs across the globe over the next three years. Many of which will likely be in non-IT industries.

According to recent research sponsored by Microsoft and conducted by IDC [International Data Corporation], the seemingly inevitable trend toward cloud computing will create around fourteen million new jobs over the next four years -- many of which will be outside the IT industry. And in a separate study by the London School of Economics earlier this year, cloud-spawned employment will particularly benefit ... 

[Estimated timeframe: Q2 2012 - 2015]

...the smartphone and aerospace industries. 

But as Forbes.com points out, although fourteen million new jobs is a significant number, "when compared against the size of the global workforce (more than 3 billion), it’s in the neighborhood of half a percent, a small drop in the bucket".

Moreover, only 1.17 million of these jobs will be in North America. A majority will be in emerging markets — with China, India and the Asia-Pacific region accounting for ten million such posts.

Forbes.com attributes this regional bias to the "immense size of these country’s workforces — 1.2 billion workers in China and India alone" — although it omits to factor-in the commercial appeal of sweatshop pay levels.

But as the study’s author, John Gantz, observes: “A common misperception is [that] cloud computing is a job eliminator, but in truth it will be a job creator — a major one. And job growth will occur across continents and throughout organizations of all sizes because emerging markets, small cities and small businesses have the same access to cloud benefits as large enterprises or developed nations.”

IDC points out that since jobs are being created as a result of increased business revenue from cloud, the jobs will be across the breadth of enterprises, in areas such as marketing, sales, finance and administration, production, and service.

As John Gantz opines: "We may not have even imagined yet what job titles may emerge. And many non-IT people may have the cloud to thank, at least indirectly, for their opportunities. I’ll bet it will be more than 14 million that have career opportunities tied to the cloud."

IDC also predicts revenues from cloud innovation could reach $1.1 trillion annually over the next three years. The analytics firm estimates that last year alone, IT cloud services helped organizations of all sizes and all vertical sectors around the world generate more than $400 billion in revenue and 1.5 million new jobs.

In the next four years, it predicts, the number of new jobs will surpass 8.8 million.

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

Source: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5816

"Capitalism is at a Crossroads, Marketing Likewise", Declares Unilever CMO

 Bottom Line: Keith Weed,Chief Marketing & Communication Office at Unilever, arguably the world's second most powerful marketing executive, posits that capitalism - and by extension marketing - is at a crossroads.

As of the start of its 2011 financial year, FMCG giant Unilever challenged the paranoid short-term obsession of the world's financial markets with quarterly financial reporting, and switched to half-yearly publication of its fiscal results. Clearly this wasn't a casual decision: it not only signalled a fundamental change in the way the corporate giant does business, it also pinpointed its vision of the world in the middle to late 21st century. Addressing the Advertising Association Lead 2012 summit last week, Mr Weed issued a plea to marketers to accept their responsibilities and ... 

[Estimated timeframe: Q2 2012 - 2050]

... help build a more ethical, sustainable future.

Argued Weed: "With capitalism being at a crossroads, I think marketing’s at a crossroads – quarterly capitalism has led to quarterly marketing. We need to make sure marketers of course worry about ROI and P&Ls, but also look more towards the long-term and the issues of the long-term, and get away from short-termism.  

"Marketing has, from the very beginning, with William Lever, Henry Ford and others, been about building brands based on serving consumers. I wonder whether if, in the 21st Century, we’ve got marketing too much as a sales machine, and we need to think a little bit more about how we get back to serving consumers in the breadth of what needs to be done?"

Prior to his speech at the AA Summit, Weed told Marketing Magazine [UK] of his belief that the industry has "an incredible opportunity to work alongside consumers to shape positively the lives of generations of consumers to come; to make marketing noble again and achieve sustainable growth – sustainable economic, environmental and social growth".

Noting that the world’s population is due to grow from today’s seven billion to nine billion, or even nine and a half billion, by 2050, Weed stressed the need to "reinvent marketing for the new environment".

Population growth, he said, was the equivalent to "a new London every six weeks from today until 2050", and said the challenge is that "we’ve only got one planet".

"What are we going to do when we start running out [of resources]?" he asked. "The estimates are that copper and lead are going to run out in 20 to 25 years, iron ore is going to run out in our lifetime. Already we see big problems with water around the world; by 2025 two thirds of the world will have water stress – there will be 1.8 billion people with water scarcity.

"The real challenge is how do we get to sustainable consumption, how do we decouple supplying all that demand that is going to come from that extra population and at the same time not drain our planet?"

"We call people consumers," he said, "and for an industry that calls people consumers I think we have to think a lot harder about consumption, and the impact of consumption in a resource restrained world. As the cliché says, ‘if you’re not part of the solution, you’re part of the problem’."

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

Source: MarketingMagazine.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5786

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