149 Marketing Trends found for Innovation / Creative


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Virtual Reality: the Last Frontier in Native Advertising?

Trend Summary: Virtual reality is fast gaining so much momentum with marketers that it is set to become the last frontier in native advertising.  


In the wake of Facebook’s recent $2bn acquisition of Oculus, a leader in the virtual reality [VR] hardware industry, other major brands such as Google, Apple and Sony have jumped aboard the VR bandwagon with substantial investments in proprietary ...

[Estimated timeframe:Q4 2015 onward]

 ... VR technology and products.

Other brand titans such as Coca-Cola, HBO and Nissan have also ventured into the uncharted territory of virtual worlds via one-off experiences, such as Coca-Cola's Coke World Cup. While these individual experiences are novel and exciting, this type of advertising isn’t exactly scalable due to the amount of time and resources necessary to create it.

TV, the internet and mobile have already driven radical changes in the way in which brands connect and engage with consumers. VR is the next major platform to shatter advertising norms, dramatically changing how brands and advertisers connect and empathise with consumers.

Virtual reality will enable marketers to tell stories, engage, and communicate with consumers in ways that were not previously technologically feasible.

For example, an animated cartoon movie of Coca-Cola’s iconic polar bears is cute and entertaining and, with proper promotion, would succeed in engaging with the brand’s target audience. 

According to John McCrea, CMO of Media Spike: “Integration of brands into this new medium will create some of the most compelling and effective digital advertising ever, because it will be immersive and experiential”.

Read the original unabridged VentureBeat.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: VentureBeat.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6731

Virtual Reality and The Rise of the ‘Master Shopper’

Trend Summary: UK department store chain John Lewis predicts the rise of the ‘master shopper’ and virtual reality.


In it's third annual Retail Report John Lewis, Britain's largest traditional department store group in terms of sales and profit, has named 2015 as the year of the ‘Master Shopper’ – a term coined for a new type of consumer who perceives shopping as a leisure pursuit and knows how to use stores, the internet and mobile devices to get ...

[Estimated timeframe:Q4 2015 onward]

... the best deal at their own convenience.

According to the retailer, these consumers are using its stores as much as a social destination as they do to shop.

Says a John Lewis spokesperson: “We have been talking about it for a long time but next year virtual reality technology will become a lot more affordable, with more content becoming available in areas such as movies and gaming.”

“While shops still serve a ‘need it, buy it’ purpose, they are increasingly linked to leisure time. An element of pleasure, inspiration and surprise has returned to the art of shopping”.

The so-called 'Master Shoppers' have also learned how to combine channels to get the optimum shopping experience. Some two-thirds of John Lewis customers now use both its stores and online channels, while there was also a 9% increase in the numbers buying from both channels. Meanwhile mobile devices now make up 60% of its online traffic.

The report also notes that this trend is leading toward a shift in consumer behaviour, veering from from “I need it now” to “I need it how, when and where I want it”.

In summary, the report concludes: “2015 was the year shopping got serious. After several years of getting to grips with all of the different ways modern shoppers can browse, purchase and collect their goods in an ever-evolving omnichannel world, a new breed of supremely confident shopper has come to the fore. The modern ‘master shopper’ knows how to find the right product at the right price available how, when and where they want it, in the ultimate bespoke shopping experience.”

Read the original unabridged MarketingWeek.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: MarketingWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6729

Marketers Embrace Emoji Marketing Strategy

Trend Summary: Marketers are attempting to relate and reach out to larger audiences via emojis in promotional videos and ad banners.


New York based publisher Food World News reports a growing trend among marketers to associate their brands with Emoji characters, currently omnipresent in promotional videos, advertisement banners and almost all mobile devices including, of course, the ubiquitous ... 

[Estimated timeframe:Q3 2015 onward]

... smartphone.

Business institutions such as fast food chains and airlines have already started to use tiny food, animal and airplane icons to market and identify their products and services.

Among the the major marketers embracing emoji marketing is fast food chain McDonalds, which recently launched digital stickers enabling consumers to add Big Mac's ice cream sundaes and chicken nuggets emoji to its Facebook Messenger, WhatsApp and text messages. By doing this, reports Food World News, the MacDonald's behemoth edged closer to its consumers without seeming to be intrusive.

MacDonalds is not alone among the major brand names in deploying emoji for marketing purposes.

P&G subsidiary, the battery-maker Duracell, partnered with Paris-based startup Feeligo to create brand stickers featuring Duracell's iconic pink bunny -  a brand image that was shared twenty million times last winter.

Feeligo also partnered entertainment giant Disney to achieve the same consumer involvement. Likewise Domino's Pizza and the World Wildlife Fund charity also used this strategy in their marketing campaigns.

Read the orginal unabridged FoodWorldNews.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: FoodWorldNews.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6693

Generation X Muscles-In On US Boardrooms

Trend Summary: As older baby boomers retire, major US companies are turning to members of Gen X, those born circa 1965-1980.


Yesterday's edition of The Wall Street Journal reports that an increasing number of younger US baby boomers, now in their mid-50s, are taking over the leadership of major companies. Among firms that have recently appointed CEOs aged fifty or less are McDonald’s, Harley-Davidson, Microsoft and 21st Century Fox. According to the WSJ, management experts believe that ... 

[Estimated timeframe:Q3 2015 onward]

... younger bosses tend to share certain qualities.

As members of the first generation to use personal computers from childhood, the boomers are generally more tech savvy.

Moreover, they also spend more time wooing and retaining younger employees, whilst focussing on keeping products and services relevant to rising millennials - a group projected to constitute 75% of the workforce by 2025.

The WSJ article quotes Christopher H Franklin, 50 years old, who this month became ceo at Aqua America Inc, a water utility in Bryn Mawr, Pennsylvania.

Mr Franklin believes his generation of leaders is more focused on talent an technology than their predecessors were. He says he wants to delve deeper into hiring and retention than many chiefs typically do, in part by having Aqua’s VP of human resources report directly to him rather than to the general counsel.

“Talent acquisition and retention is a huge component of what we [new CEOs] need to think about,” Franklin said in an interview. “That is where you get to set the culture.”

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: https://marketingtrendtracker.com/article.aspx?id=6667

Europe Spurns Digital Startups While US Gives Thumbs Up

Trend Summary: European startups receiving American backing fare better than those raising money from the Old World. 


An article in today's Wall Street Journal cites the case of Mathilde Collin, a 26-year-old French entrepreneur who started an email management company. Initially, in 2014, Ms Collin attempted to raise funds from European investors, touting her app around Paris and London for several months in an attempt to raise $1.2 million. Most investors she contacted ... 

[Estimated timeframe:Q3 2015 onward]

... didn’t even reply.

Frustrated, Ms Collin applied to get into Y Combinator, a prestigious California-based three months program for tech startups from around the world.

At the end of the three-month program in Silicon Valley, Collin reached out to the same European venture capitalists she had tried before, but only two out of a dozen replied.

Fortunately, the persistent Ms Collin also approached a number of US-based venture capitalists and in just ten 10 days, her company raised $3.1m from US investors, among them SoftTech VC, a California-based venture capital company, and Paul Buchheit, the creator of Gmail.

In addition, Paris-based Kima Ventures and Point Nine Capital in Berlin jointly contributed $400,000.

As a result of this backing, 500 companies now use her app,enabling teams from different departments to share messages and in-boxes.

Now based in San Francisco, Ms Collin expects her startup to generate $1 million in revenue by the end of this year.

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: https://marketingtrendtracker.com/article.aspx?id=6664

The 'Internet of Me' Has Arrived - Likewise the Pitfalls

Trend Summary: The increasing personalisation of the Internet presents a new opportunity to build brand loyalty and increase customer satisfaction.


According to Michael Biltz, managing director of Accenture Technology Vision, the Internet of Me has arrived. From search results tailored to individuals, to wearable technology that tracks users' every move, an increasingly personalised Internet presents an opportunity to build brand loyalty and ...

[Estimated timeframe:Q2 2015 onward]

... heighten customer satisfaction.

Mr Biltz cautions, however, that this new paradigm also presents new challenges and he outlines three common pitfalls and recommendations for the steps companies can take to avoid them:

  • Missing Big Data opportunities
    Experts predict that more than 30 billion devices will be wirelessly connected to the Internet by 2020. In the Internet of Me era, companies that are not constantly gathering and leveraging data will miss out not only on additional ways to connect with their customers, but ultimately on new revenue opportunities.

     
  • Failing to meet increased expectations
    Consumers expect their wired devices and related platforms not only to work together seamlessly, but also to provide them with personalised services. At a minimum, they assume data stored on a wearable device will easily sync with a program stored on a laptop.

     
  • Losing customer trust
    Customers share very personal information with the companies that serve them - everything from the places they visit to the time they go to sleep. As with any relationship, a deeper connection is possible only with trust.

Summarises Mr Biltz: "Every new technological era presents both opportunities and risks, and the Internet of Me is no exception. The enterprises that thrive will be the ones that pursue the possibilities while staying mindful of the pitfalls."

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: https://marketingtrendtracker.com/article.aspx?id=6649

Marketers Urged to Insert Smart Devices Into Products

Trend Summary: Marketers must aim for a world where everyday products – such as sauce bottles and domestic light bulbs – are also smart devices.


Speaking at Econsultancy’s annual Future of Digital Marketing event in London last Thursday, Evrythng founder/CMO Andy Hobsbawm urged brands to produce products that adapt around the consumer. As an example of effective consumer-centric marketing, Hobsbawm cited multinational drinks giant Diageo which ...

[Estimated timeframe:Q2 2015 onward]

... recently teamed with ThinFilm Electronics to produce interactive Johnnie Walker whisky bottles.

This is achieved via piloted scanner tags which interact with a drinker’s smartphone to provide product information and recipe ideas - exemplifying a trend Mr Hobsbawm believes can only intensify.

According to Hosbawm: “These items can also enhance the shopping experience for retailers. There’s now light bulbs with microchips which can detect footfall data. We’re heading to a future where the majority of products in a shop will talk to consumers and retailers simultaneously.”

He also believes that smart products expire less quickly than traditional items and will provide brands with crucial data on individual consumers' habits and location.

He added: “If you have a choice of a traditional bottle of alcohol or one with a digital layer, it’s clear you can add a different level of brand value and differentiation to the former.

Speaking at the same event, Glen Calvert, ceo of Affectv, said personalisation data gives brands a “strategic advantage”. In explanation Mr Calvert adds: “True personalisation is only possible if you own both first and third party data. We are working with a travel brand that has aligned itself with Trip Advisor and that will give it a clear strategic advantage over its rivals.”

Read the original unabridged MarketingWeek.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: MarketingWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6648

Mondelez Woos Tech Start-Ups to Promote Snack Brands

Trend Summary: Eschewing ad agencies, Mondelēz International has invited tech startups to submit their best digital marketing ideas.


In a bid to shift more product at lower marketing cost, multinational giant Mondelēz aims to harness emerging technologies such as beacons and conductive ink. The latter is an ink that becomes a printed object able to conduct electricity, thereby transforming ...

[Estimated timeframe:Q2 2015 onward]

... liquid ink to 3D printing.

The process involves drying, curing or melting processes, turning physical packaging into digital content, thereby cajoling consumers into buying more of the company's packaged snack products.

Hence Mondelēz's invitation to tech startups to submit their best ideas for its Shopper Futures project .

Interested startups can apply to be part of the program unti June 27. In August, the startups will pitch their digital marketing and e-commerce ideas at to the foods behemoth.

Thereon, a handful of startups will be picked to work on eight chosen brands with marketers and retailers. The teams will work together for ninety days to build pilot programs, with the possibility of scaling to larger campaigns if their efforts bear fruit.

Shopper Futures replaces a program called Mobile Futures trialled by Mondelez a few years ago . This time, however, the goal is to prove that digital can close the loop on marketing programs.

The program is part of an overall effort to make the snack brand more digital. It also plans to put Buy Now buttons on all digital media.

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.

Source: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6638

Virtual Reality Set to Revolutionise Sports Ads

Trend Summary: Virtual reality technology is opening up new ways for brands to reach their target consumers.


Ranging from front row views of catwalk models during fashion week to 360-degree city tours, Virtual reality [VR] is revolutionising the way consumers experience video content. Moreover, thanks to die-hard fans who can't get enough of their favorite baseball and football teams, the technology is also poised to ...

[Estimated timeframe:Q2 2015 onward]

... benefit the sports industry. 

Marketers too are set to benefit from VR. Says Michael Davies, svp of field and technical operations at Fox Sports: "When you are able to experience VR and see what it might bring to the future of any sport, it's something to which we definitely want to pay attention."

Davies pointed to an experiment last month in which Fox Spots worked with NextVR to test a livestream of the NASCAR Xfinity Series race and the NASCAR Sprint Cup Series race in both 180 degree and 360 degree viewing options.

One angle was focused on the pit road, while the other was placed in between the track and the pits.

Although the test stream was sent solely to a group of company executives, Davies says the experiment proves that the era of live VR sporting events is not far off.

Four companies have announced that they will be releasing VR headsets between this fall and the middle of 2016 - including the HTC Vive which is getting glowing reviews for its resolution.

With analysts predicting that 12.2 million VR sets will be be sold in 2016, the medium is quickly becoming mainstream. Advertisers, programmers and fans will all be watching - virtually and practically.

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.

Source: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6601

How Brands Can Exploit Business-to-Developer Marketing

Trend Summary: Marketers are increasingly confronted with the need to understand and execute business-to-app developer strategies.


B-2-D (business-to-developer) marketing is the latest challenge in the world of advertising and marketing - specifically the recruitment of web, desktop or mobile computer programmers to write application programming interfaces (APIs) for the purpose of building software and tools that harness marketers ...

[Estimated timeframe:Q2 2015 onward]

... proprietary internal data.

APIs are important for businesses because they enable programmers to build unique tools that access the company's data or digitally focused products.

Apple Inc's iOS is an example of a hugely successful program aimed at developers, which creates apps that run on iPad, iPhone, and iPod touch.

With typical Apple attention to detail, the company has done an impressive job in documenting and marketing its APIs, whilst ensuring that the company's app store is continually populated with applications that help improve users everyday lives, have fun and promote brands in unique ways that make users more productive.

So what are some best practices for getting to know APIs and reaching out to a developer/programmer audience?

1. Understand the basic ins and outs of APIs.

2. Make sure your tools are a fit for the target audience.

3. Make it accessible and easy to understand.

4. Create innovation opportunities and rewards for participation.

 

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: https://marketingtrendtracker.com/article.aspx?id=6597



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