149 Marketing Trends found for Innovation / Creative

... you’ll need to buy.

The fridge tells you what’s inside and you place your order and start focusing on cleaning, telling your your Google Home to pick a cooking playlist while you enjoy the few minutes of reprieve, knowing that soon your groceries will arrive via drone delivery.

This is the world of the smart home – a world of incredible convenience and connectivity. These innovations set us free to do what we really want and need to do – work, play, relax, socialise – and reduce the tedious time spent on chores and errands.  

As exciting as these changes are, they’re just the beginning. This same desire for convenience and connectivity is driving the global push for smart communities – cities and towns powered by data analytics and the Internet of Things.

Using artificial intelligence, sensors and automation, they will maximize productivity, streamline and strengthen public services and increase sustainability for citizens, communities and companies alike. And they’re coming soon – according to research from the Consumer Technology Association, the global smart city market will be worth more than $34.35bn come 2020.

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.

... meaningless data.

Whether it's providing a friction-free experience for TV viewers to interact with ads, or making in-app shopping more rewarding, it all starts with dynamic human understanding.

According to Chad Stoller, evp and global innovation director at IPG Mediabrands [IPGM], this is why his company is hosting live demos of technologies and platforms at the Dmexco 2016 conference and exposition in Cologne Germany.

These technologies are designed to create greater resonance between marketing opportunity, application and consumer relevance.

Says Stoller: "Only by embracing these and other exciting tech innovations can we drive greater business outcomes while providing meaningful, enjoyable consumer experiences".

IPGM's Partner Pavilion at Dmexco is showcasing companies like Ad Mobilize, Grand Visual, Innovid, Layer, Placed, Samba and Yext. Space doesn't allow for a complete recitation of their efforts to help brands discern and deliver human desires and unmet needs, so Stoller intends to focus on Innovid, Layer and AdMobilize.

Read the original unabridged AdWeek.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.

...  take immediate action, such as buying what they have just viewed.

With a claimed 100 million monthly active users, Pinterest is currently the go-to place where people can plan their lives – whether it's for everyday needs, such as finding items to fit their lifestyle, or more significant life events such as weddings, moving house and starting a family.

Since research and discovery dominates user behaviour on the platform, promoted video ads offer an even richer experience, while the shoppable nature of the product brings users closer to brands at all stages of the purchase funnel.

Despite Pinterest becoming more attractive to advertisers with its new video functionality, in reality the company is still playing catch-up. Facebook is already ahead with its live video proposition, Facebook Live, which brings live, branded ads and content directly into the hands of consumers.

According to the article's author, Jon King, managing director at Performics UK, the age of video advertising has arrived indeed.

Read the original unabridged The Drum.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.

... bait to attract and retain customers so they can sell them other merchandise. Moreover, the influence of these titans looks likely to grow.

Apple is revamping its Apple Music app while exploring an acquisition of streaming service Tidal - the first music service with high fidelity sound quality.

Not to be outdone, Amazon is preparing to introduce a stand-alone $10-a-month subscription music service, matching the subscription fee charged by Apple Music and by Alphabet, which offers ad-free music via its YouTube Red and Google Play Music services.

Given that streaming music advances their other ambitions, Apple Music, Amazon, Alphabet’s Google and YouTube units, don’t need their services to be hugely profitable, though none of them are selling subscriptions at prices that suggest a willingness to lose money.

Such tactics gives the tech companies a major advantage over smaller rivals such as Pandora Media, Spotify AB and French counterpart Deezer, whose main businesses are music streaming.

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.

... equally intriguing.

Daniel Freeman, professor of clinical psychology at the University of Oxford, who recently oversaw a study found that VR can be used to reduce paranoid fears.

Charities have also been quick to realise the potential of VR storytelling for this purpose. A recent VR experience for the National Autistic Society built on the theme of sensory overload, putting the user in the position of a person with autism.

Says Richard Beer, creative director at Don’t Panic, the agency behind the work: “We’ve used every tool at our disposal, from sound design and VFX to set design and stage direction, to create a small moment of what it can be like to be autistic. It’s a very different approach from traditional storytelling,”

Moreover, adds Beer, “VR’s core strength is its ability to create a sense of ‘presence". “Done well, it can make you forget that you’re even wearing a headset at all. So if you think about empathy as a mountain every storyteller or filmmaker must scale, VR offers us an opportunity to start half way up it.”

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.

... neuromarketing.

However, it's only during the last decade that neuromarketing has taken-off, with scientists studying the minutia of human response to TV spots, print ads and desktop promotions.

Moreover, now that iPhones and Samsung Galaxies have become ubiquitous, the world of neuromarketing is shifting its focus to unlocking the impact of mobile media.

Says Carl Marci, chief neuroscientist at Nielsen Consumer Neuroscience: "We're realising that as the world gets more cluttered, and there's more competition for the hearts and minds of audiences, we really need the best tools to measure the whole consumer".

A recent report by Nielsen for the Advertising Research Foundation revealed that branding resonated less with users on smaller screens, while only 29% of smartphone users viewing 30-second video ads on their devices watched them in their entirety.

Although that percentage is greater than the 17% who viewed on a tablet or laptop, it's much less than the 84% on a TV or 83% on a desktop computer.

Read the original unabridged AdWeek.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.

... extending resources for VR advertising.

Framestore, a VR production and creative studio, is currently assisting a number of ad agencies to prepare for a VR advertising channel.

In an interview with Digiday, a company focusing on digital media, marketing and advertising professionals, Framestore creative director Resh Sidhu said: "We were getting agencies coming to us so late in the process. They didn’t know the realities of what they were producing, both from a creative and a financial point of view. So we need to do this."

Meantime, eager (and gullible?) US consumers can pre-buy Oculus Rift VR headsets for a mere $599, scheduled for delivery later this spring .

After twenty-plus years of promise it now seems that virtual reality tech will truly reach the masses.

From a marketing standpoint the ability to completely control an audience’s environment via sight and sound, provides a fresh canvas for crafting and delivering marketing messages.

Read the original unabridged MarketingDive.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.

... big budget multimedia campaigns.

The Boston-based In-House Agency Forum [IHAF] serves the needs of this growing community of marketers via the delivery of thought leadership, industry insights and networking opportunities.

By 2014 IHAF's membership swelled from 150 to 250 companies and now includes heavy hitters such as American Express, Blue Cross Blue Shield, Boeing, Coca-Cola, HP, Lego, McDonald's, Nestlé and Raytheon.

One of the biggest advantages in having an in-house agency is its unlimited opportunity to learn from within - something external agencies are hard-pressed to do. Being part of the same company, marketers live and breathe the culture and the brand. The client's products are your products.

According to Marta Stiglin, a long-time member of IHAF's board of directors and its former chairman, one of the biggest misconceptions is that IHAF cannot attract and retain the same calibre of strategic and creative talent that external agencies can.

Says Ms Stiglin: "That simply isn't true. What's essential when staffing any type of organisation, internal or external, is that you hire the best and brightest people you can. If you hire "B players," you'll end up with a "B team."

Read the original unabridged AdWeek.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.

... "moments" rather than brands.

The study cites alcoholic beverages titan Pernod Ricard as an example of the "micro moments" trend, where the company's focus is now on "consumption moments" rather than individual brands. This change in consumer focus was triggered by the realisation that consumers don't stick to one brand but have a repertoire of brands linked to a a variety of drinking occasions.

However, William Grobel, Senior Manager at Deloitte Digital, stresses that "moment marketing" is a complement to, and not a substitute for, campaign-based marketing".

Mr Grobel's maxim is also understood by Johnson & Johnson after its "social listening" revealed that mothers of young babies were taking to social media around 4am asking for tips on getting their child to sleep.

Accordingly the company took advantage of this moment of opportunity by designing relevant messages specifically for consumption on tablets which are the preferred device used by mothers in small hours.

Read the original unabridged Warc.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.

... what's not.

The partnership could have big potential for brands and sponsors who want to build apps for engaging audiences and performers before, during or after an event.

Enthuses AGT International ceo Mati Kochavi: "This exciting new venture is centred on the consumer experience, creating a true social IoT.

WME/IMG, founded in April 2009, after the merger of the William Morris Agency and the Endeavor Agency, represents artists across all media platforms, among them films, TV, music, theatre, digital and publishing. 

Details about the joint venture are still in the works (it won't be rolled out until sometime next year) but the companies envisage brands and sponsors using so-called Deep Web social analytics and platform-agnostic technology to engage with fans and consumers about events.

Hypothetically, this could allow event sports-stadium attendees using a custom app to see which queues for the toilets or concessions are the shortest. It could also allow bands to see where and when in a concert the energy drags. It could enable designers to gauge which fashion lines created most excitement, or an audience to learn how models feel while walking down a runway.

Read the original unabridged AdWeek.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.