200 Marketing Trends found for Innovation / Creative


To minimise / maximise the insight just click anywhere within the orange box
Online Video Ads Enter Marketing Mainstream

Trend Summary: The much hyped but little exploited age of video advertising has truly arrived thanks to the intervention of Pinterest.


Pinterest, arguably one of the largest and most successful photo-sharing sites in the world, will start displaying video ads on its platform. The move incorporates one of Pinterest’s main features that allows pins and promoted videos to be paired with featured pins, thereby enabling users not only to watch videos but also ...

[Estimated timeframe:Q3 2016]

...  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.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6959

Marketers Embrace Online Talent Marketplaces

Trend Summary: Thanks to the rise of on-demand talent marketplaces, the so-called "gig economy" is fast becoming a reality.


Cloud-based platforms are making it easier for companies to find the people they need from a global talent pool, while these platforms also make it easier for freelancers to advertise their skills to potential ...

[Estimated timeframe:Q3 2016]

... employers.

With companies increasingly desperate for flexible workers, on demand platforms are both convenient and cost-effective.

The BBC article cites the case of  Ying Li Looi-Garman, a freelance video producer based in Singapore. Ms Looi-Garman is one of millions of workers across the world who are now sidestepping traditional recruitment agencies.

She picks up around four to ten jobs a month via 90 Seconds, a cloud-based video production platform with a network of over 5,000 freelancers in seventy countries.

According to Matt Barrie, chief executive of Sydney-based Freelancer.com, whose clients include Nasa: "With millions of experts from all around the world, people can get help with their business within minutes of posting a project."

Read the original unabridged BBC.co.uk 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=6956

JWT Singapore Pioneers Creative Talent Crèche

Trend Summary: JWT Singapore has launched a new service that uses young content creators to focus on short content made quickly.


The average age of the agency's teams will be 25 (hence its JWT25 branding) and the content will be produced in under 25 days. As well as fostering in-house talent, the agency is also building a ...

[Estimated timeframe:Q3 2016]

... global network of freelancers and talent who are similarly young and fast at production.

It's also likely that the JWT25 crèche will extend to other parts of the WPP empire and - given adland's 'Me Too' persona - seep into the global fiefdoms of Omnicom, Publicis, Interpublic and Dentsu.

Says Peter Womersley, Ceo of J Walter Thompson Singapore: “Clients are increasingly looking for an alternative service to complement long form film. JWT25 was set up to respond to clients seeking a fast, effective, high quality snackable video service for the lowest cost.”

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=6954

Tech Titans Adopt Music Streaming As Customer Bait

Trend Summary:  IT and online media mammoths are funding their future ambitions via music subscription services.


Streaming music is a mere sideline for the industry’s power players—Apple, Amazon.com and Google's parent company Alphabet. For these tech titans, paid streaming services aren’t just a new revenue stream; their strategy is to use these services as ...

[Estimated timeframe:Q3 2016]

... 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.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6941

How Data Transforms Creative Marketing

Trend Summary: The marriage between data and creativity is disrupting the advertising industry.


In order to adjust to this new form of communication, DDB North America is evolving its creative model, says the agency's ceo Wendy Clark.  According to Ms Clark the marriage between data and creativity is ...

[Estimated timeframe:Q2 2016]

... disrupting the industry.

In order to adjust to this new form of communication, DDB North America is evolving its creative model, says Clark. Today's business is about immediacy, she says. "Our teams have to be structured around speed."

As a result, the agency is introducing a 24-7 content unit specifically to oversee one client. "They are open 24 hours and want to be engaged with their customers 24 hours," Ms Clark explains.

However Feldman Konrad, ceo of Quantcast, a technology company specialising in audience measurement and real-time advertising, cautions: "Too much data is not effectively being used."

Mr Feldman believes that one of the more effective strategies is to use data to understand how expectations match up against reality. He cites the case of a Quantcast client - a company that markets a drug aimed at older men. The company's research showed website visitors were skewing young and female. It turns out this younger audience served as caregivers and were concerned about their dads!

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.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6916

'Customer Experience Suites' Supersede Social Media Platforms

Trend Summary: Marketers are on course to replace social media platforms with Customer Experience Suites.


According to Altimeter Group blogger Omar Akhtar, if all marketers are doing with their social media management software is listening and promoting content on Facebook, Twitter and LinkedIn, their days are numbered. Instead the latest social media management tools are developing features that ...

[Estimated timeframe:Q2 2016]

... go well beyond listening and publishing.

Social media is no longer just the playground of the communications or marketing department. It’s a way for every element of a brand to have a two-way channel of communication with the customer. Sales, service, marketing, PR, HR and even product teams have a stake in social.

Consequently, the makers of social media management software are responding by expanding the capabilities of their platforms to serve multi-functional teams within an organisation.

Marketers who pay close attention to such trends realise that they’ve stopped referring to themselves as social media management platforms, preferring instead to be seen as tools to centrally manage all content and, ultimately, the digital customer experience.

Read the original unabridged AltimeterGroup.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: AltimeterGroup.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6915

B2B Marketers Begin to Hype Brand Importance

Trend Summary: B2B marketers are beginning to understand the importance of building brand and upper funnel activity.


Upper Funnel activity - the latest evolution in marketing jargon - is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of ...

[Estimated timeframe:Q2 2016]

... a product or service.

According to Hubspot CMO Kipp Bodnar, speaking about inbound marketing tactics this week at a software business event in Singapore, the blurring between B2B and B2C activities is starting to become a reality for marketers.

Said Mr Bodnar: “Historically B2B companies had understated the importance of brand, in exchange for the pipeline or demand, and really tried to hit their revenue targets. But to grow and scale long term you need to build a strong brand that can be trusted in the marketplace and be representative of what you stand for. The B2C folks have always been brand centric and you are seeing that across the B2B side.”

He added that knowledge about how to use tools like content and having an inbound marketing strategy was more prevalent in consumer-facing brands but that B2B marketers in APAC were starting to catch up.

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=6911

Adland Set to Adopt Virtual Reality Technology

Trend Summary: Virtual reality is on course to change the face of marketing and media over the next generation.


Combined with its predicted scale the promise of virtual reality [VR] creates a potent scenario unlike anything that’s gone before. Aside from its impact on the worlds of entertainment, education, culture and commerce, its potential effect on people's psychologies is ...

[Estimated timeframe:Q3 2016]

... 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.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6904

Google Trials Direct Publishing Search Feature

Trend Summary: Google is trialling a new feature that enables marketers and media owners to publish content directly to Google.


The search giant began testing the feature in January and has since extended it to a range of small businesses, media companies and (believe it or not) political candidates, enabling their respective content to ...

[Estimated timeframe:Q2 2016]

... appear instantly in search results

This is enabled by a web-based interface, via which posts can be formatted and uploaded directly to Google's systems.

The posts can be up to 14,400 characters in length and include links, plus up to ten images or videos. The pages also include options to share the content via email, Twitter and Facebook.

According to a Google spokeswoman: "We’re continuing to experiment with the look and feel of this feature, including exploring other potential use cases.”

As yet the new feature doesn’t have an official name or branding.

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=6890

Facebook Bets On Bots

Trend Summary: Facebook boss Mark Zuckerberg hypes bots as the future of social media.


According to Dave Lee, the BBC's North American technology reporter, web robots [AKA bots] offer Facebook users significant advantages over using dozens of ...

[Estimated timeframe:Q2 2016]

... specialised apps.

Mr Lee believes that social Czar Zuckerberg is "no longer satisfied with Facebook being the dominant social network, and is now courting a different type of user: bots. Eventually you'll be able to talk to them as if they were your mates."

As examples Lee cites such user requests as "Could you transfer £100 to my brother, please?"  Or maybe, "Do you have any blue shirts in my size?"

Conversely, the bots might themselves initiate a conversation, for example: "Do you want to hear today's top stories?" 

But what if these handy little cyber-chums get hacked and snatch $10,000 from your bank account?

Former PayPal president David Marcus, now overseer of Facebook's Messenger service, addressing Facebook's F8 Developer Conference, assured his audience that Facebook has taken steps to prevent such abuses.

Speaking to the BBC's Dave Lee, Mr Marcus predicted: "As time goes on, Bot Engine should get smarter and more used to human interaction,  meaning, in theory, that all the bots will collectively get smarter and more "human".

Read the original unabridged BBC.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: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6875



First Previous 1 2 3 4 5  ... Next Last