200 Marketing Trends found for Innovation / Creative


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New Measurement App Logs Instore Footfall Driven by Digital Ads

Trend Summary: US social/location discovery platform Foursquare is pursuing retail marketing budgets and connecting to digital ads.


The new offering, branded Attribution Powered by Foursquare [APF], has been in development for several months and tested by restaurant chain TGI Fridays, spirits giant Brown-Forman and a raft of other major names including ...

[Estimated timeframe:Q1 2016]

... publishing app Flipboard and programmatic ad companies Drawbridge and Adelphic.

Flipboard recently used the system to measure a campaign it ran for an undisclosed retailer and found that within a week the digital ads drove a 12% incremental lift in visits to the retailer's various locations.

APF depends on a voluntary, nonincentivised panel of 1.3 million Foursquare users who have agreed to leave their location-sharing feature switched on at all times, enabling Foursquare to record every store they visit - even if panel members don't open the app or APF's sister app, Swarm.

The panel also takes US Census demographics into account.

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: http://marketingtrendtracker.com/article.aspx?id=6838

Neuroscience Boosts Mobile Marketing

Trend Summary: Neuromarketing scientists have created algorithms that can decipher how people feel whilst watching an ad.


According to AdWeek.com staff writer Marty Swant, the human mind has been a mystery since the beginning of time and, since the dollar-strewn dawn of advertising, marketers have tried to solve the conundrum via the necromancy of ...

[Estimated timeframe:Q1 2016]

... 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.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6834

Marketers Prepare for Virtual Reality Ads

Marketing Trend Summary: Brands are embracing Virtual Reality via 360-degree video now that Facebook and YouTube both support this video format.


A diverse group of entrepreneur originators has been creating 360-degree virtual reality [VR] videos for some US college football teams, the Rockefeller Center and GoPro Extreme. On the publishing side of VR, media companies such as Discovery are already creating VR content for their apps, but as yet are not ...

[Estimated timeframe:Q1 2016 Onward]

... 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.

Source: MarketingDive.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6806

Technologists to Spearhead Marketing's Next Creative Revolution

Trend Summary: Given that e-commerce is no longer seen as just a buying process, digital consumers demand a more seamless integration of pioneering, functional ideas.


As ad legend agency legend Bill Bernbach stated back in the 1960s: "The difference between the forgettable and the enduring is artistry". His  words still hold true decades after he transformed the agency creative process 55 years ago by being the first to bring together the ...

[Estimated timeframe:Q4 2015 onward]

... copywriter and the art director as a single force.

Since then, copy and design have been inextricably bound, each catalysing the other to produce the spark that communicates a message that exudes desire.

Today, however, a third partner must be at that table. With the imperative to add a digital dimension to marketing and sales, the “creative technologist” emerges not only as a third member of this creative team, but as its driver, the sine qua non of a new creative revolution.

That's because the creative technologist adds in the X-factor that is indispensable today -a user experience that’s positive, habit-forming, even addictive.

Read the original unabridged cmo.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: cmo.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6796

Is This the Beginning of the End for Trad Ad Agencies?

Trend Summary: US companies in-house advertising and communications units have multiplied at the expense of traditional ad agencies.


According to the USA's Association of National Advertisers, in 2008 just 42% of its member companies had in-house agencies. By 2013 however, that figure had risen to nearly 60%. These in-house units boast hundreds of staffers who create everything from print collateral and social posts to ...

[Estimated timeframe:Q4 2015 onward]

... 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.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6794

Big Brands Adopt 'Micro Moments' Digital Technology

Trend Summary: New digital technology is spurring brands to seek specific "micro-moments", enabling them to display the right messages to the right consumers.


The above trend is one of several for 2016 identified by the World Advertising Research Center's [Warc] Toolkit 2016. The Warc study  highlights the role technological developments such as Buy Buttons can play, and also examines how some marketing teams have restructured around ...

[Estimated timeframe:Q2 2015 - Q4 2016]

... "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.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6789

Show Biz and Fashion to Meld Music and Sport With 'Internet of Things'

Trend Summary: One of the world's largest entertainment companies plans to harness the Internet of Things to connect its performers and brands with fans.


WME/IMG, an American talent agency with offices in Beverly Hills, has announced a joint venture with Swiss tech company AGT International that will pave the way for a social platform that enables performers at concerts, fashion shows and sporting events to view in real time what's working and ...

[Estimated timeframe:Q4 2015 onward]

... 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.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6737

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: http://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: http://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: http://marketingtrendtracker.com/article.aspx?id=6693



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