149 Marketing Trends found for Innovation / Creative


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Brands to Reach Multiscreen Consumers Via 'Seamless Story Telling'

Trend Summary: UK advertisers will spend more of their media budgets in a move to coordinate TV ads with concomitant online promotions.


Spurred both by Millward Brown’s AdReaction study and advances in automated media trading, advertisers in 2015 will look to a more unified campaign planning regime. The study reveals that of the seven hours UK consumers spend on daily viewing of content on various screens, less than a third (32%) of that time is ...

 

[Estimated timeframe: Q4 2014 - Q4 2015]

... devoted to simultaneous consumption of another digital screen while watching TV.

In comparison, the number of people who use one screen only to stop and shift to another was 68%, equating to 213 minutes of their total daily screen usage.

The biggest multi-screen marketing opportunities, therefore, are reaching people at points in the day when they switch from one device to another, which, the study claims, could boost synergistic multiscreen campaigns.

This is due to the potency of so-called “meshing”, whereby TV and a digital screen are used to consume related content.

According to Millward Brown, consumers spend around 7% of their daily screen time accessing related content from mobile devices, while almost a quarter (24%) of screen time is used to conduct unrelated media tasks while watching TV.

Comments Duncan Southgate, global brand director of digital at Millward Brown: “Second-screen synching isn’t just about media efficiency and hitting consumers with multiple messages, it’s also a new story-telling opportunity that allows brands to add extra value for people who have just watched their TV spot.”
 

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: The Drum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6477

Mass Marketing Gets Personal

Trend Summary: Mass marketing will become ever more personalised in 2015, as technological advances catch up with consumer expectations.


US branding specialist Landor Associates warns marketers that in the year ahead they must strive more than ever to overhaul and improve their communications with consumers. Topping the list of key marketing trends for 2015, brand owners are urged to accelerate their ...

 

[Estimated timeframe: Q4 2014 - Q4 2015]

... personalised marketing to named individuals as opposed to "one size fits all" mass market promotions.

In particular this will focus on brand "authenticity" (aka PR) and individually personalised labelling and packaging, courtesy of 3D printing rinting, along with the creation of shorter and easier to remember brand names.

Interviewed by MediaPost journalist Aaron Baar, Landor's North America chairman Allen Adamson stated: “You have to be more agile, faster, more flexible and willing to try new things. Doing the same thing you did yesterday is less and less likely to work."

Mr Adamson also noted that “People are busier today [with] more multitasking and more scattered than ever before. You need to be simple, sharp and direct.”

So-called "Mass Individualism" will be among the top trends for 2015. predicts Adamson

He cites an initiative by Coca-Cola in Israel which involved the printing  of over two million individually designed labels for its sodas.

Holiday Inn provided another such example of personally targeted marketing, basing this on individual consumers' history with the brand.

Landor's Adamson also opines: “Because digital has made everything personal, consumers expect personalisation in their brand interactions. They think: "I’m not like anybody else, so why should I use the same products as they do?"

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: https://marketingtrendtracker.com/article.aspx?id=6454

Intel Unveils a Presenter's Dream Tool

Trend Summary: New technology developed by chipmaker Intel will revitalise desktop computers come 2015.


Speaking at an industry event in southern California earlier this week Kirk Skaugen, Intel's senior vice president in charge of the tech titan's PC chip business, predicts that the currently sagging category is headed for major changes over the coming ...

 

[Estimated timeframe: Q4 2014 - Q4 2015]

... year to December 2015.

Uncharacteristically, Intel has been trailing the tech industry over the past twelve months, in particular it's failure to maintain the company's normal growth tempo - in particular the sales of new microprocessors during 2014.

Despite which the chip giant reported surprising signs of growth in PCs, a previously lacklustre category that Mr Skaugen says is headed for major changes.

Speaking at an Intel event in Southern California hosted by the company’s venture capital arm, Skaugen unveiled progress in three of the company’s key technology categories:

  • Eliminating external wires
     
  • Making passwords obsolete
     
  • Enabling new kinds of user interface.

His presentation showed, for example, how new radio-based technologies make it practical to set a laptop on a table and immediately view the computer’s screen mirrored on a desktop display without the need to connect anything.

Of even greater practical interest, Intel intends to eliminate the biggest annoyance: the power-supply failure "brick" that bedevils laptop users.

The company's trump card? Technology that will adhere to the underside of a table and send a power charging signal through two inches of wood.

What's more, Intel's gizmo doesn't need to be positioned as precisely as other wireless charging technologies. According to Mr. Skaugen, it can charge multiple devices at once.

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: Blogs.wsj.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6444

Animated 3D Mini-Elephant Hypes Augmented Reality

Trend Summary: A $542 million funding project led by Google will focus on the development of artificial intelligence for marketing purposes.


A tiny animated 3D elephant nestling in the palm of a human hand signals a significant move by Google and its co-investors into the realms both of fantasy and artificial reality as developed by Magic Leap, a start-up focused on augmented reality technology. Significantly, the funding comes directly from Google and not from ...

[Estimated timeframe: Q4 2014 onward]

... its Google Ventures investment arm.

Other significant investors in the AI project include mobile chipmaker Qualcomm Ventures and Legendary Entertainment, pius a personal investment by the latter's ceo Thomas Tull.

Among a number of other legendary fiscal titans backing the venture are private equity firm Kohlberg Kravis Roberts, Vulcan Capital, Kleiner Perkins, Caufield & Byers, Andreessen Horowitz, Obvious Ventures, plus other Wall Street big hitters Allen & Company and Morgan Stanley.

The technology promises to revolutionise the way people communicate, purchase, learn, share and play.

According to Rony Abovitz, president/ceo and founder of Magic Leap, the company can build technology to transcend "the current perception of mobile computing, augmented reality and virtual reality".

Representing Google in this alliance of titans is Android and Chrome leader Sundar Pichai, who will join Magic Leap's board, as will Google's Corporate Development vp Don Harrison. The funding also comes directly from Google, not from its Google Ventures investment arm.

Read the original unabridge 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: https://marketingtrendtracker.com/article.aspx?id=6432

Electronic Business Cards: Set to Soar?

Trend Summary: Electronic Business cards, Adland's latest gizmo, are catching on fast in the USA and are likely to cross the Atlantic any day now.


Advertising Age reports the debut of a high-tech upgrade to the traditional (and often fusty) business card. The brainchild of Isaac Mizrahi, senior vice president and managing director at Miami ad agency Alam, the über card is self-customisable, enabling Mr Mizrahi to display his contact details embellished with Alam's logo, brand colouring and style. Swap a business card with Mr Mizrahi, and you are able to choose ...

[Estimated timeframe: Q3 2014 onward]

... a link from him via email, mobile phone, text or QR code according to your choice.

The link takes you to a swanky card with Alma's name and "Have Soul" motto at the top (Alma is Spanish for soul). The background is a bright purple, Alma's signature color.

Six buttons offer various options to contact Mr Mizrahi at the office or on his cellphone or by email. The card also links to his Twitter and LinkedIn accounts, plus an office location map. The card can also be shared.

Mr. Mizrahi said everyone at his Miami agency has a profile and photo, with some sixty-five staffers using the new cards.

He reckons he distributes the card electronically five or six times a week, even to unsuspecting folk he meets on a plane en route home from a business meeting.

In January 2014 the Miami shop was named Ad Age's Multicultural Agency of the Year.

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=6404

Midas Touch Investors Aim to Inter-Connect the Web

Trend Summary: A new online product launched yesterday is set to revolutionise the way consumers worldwide use the internet.


The start-up, named IFTTT (pronounced like “gift” without the “g”), has raised $30m in funding from venture capitalists Norwest Venture Partners and Andreessen Horowitz, the latter a $4 billion investment firm, founded in 2009 by hi-tech pioneers Ben Horowitz and Marc Andreessen, co-authors of Mosaic, the world's first popular web browser. But is IFFT just another startup that pumps several millions of dollars down the technology drain? No way, given the stellar track record of ...
 

[Estimated timeframe: Q3 2014 onward]

... IFTTT's über-canny backers Andreessen and Horowitz.

IFTTT’s offering is very different to other online services of a similar nature. The clue lies in its title - an acronym for “If This Then That”, wordplay that neatly summarises the product's function.

IFTTT is essentially a giant switchboard that connects disparate services, ranging from from Facebook to text messages to telephone calls.

Users can create “recipes” in which an action performed on one service triggers an action on another entirely different service.

New York Times blogger Mike Isaac explains how the system works: "Earlier this week ... I connected my Instagram and Dropbox accounts to IFTTT."

"I [then] made a recipe that forced IFTTT to upload any new Instagram photo I took to my Dropbox online storage account. More than 100 other internet services connect to IFTTT, among them Twitter and YouTube."

The concept's underlying idea, IFTTT co-founder Linden Tibbets told Isaacs, "is to give people more creative control over the many online services they use on a daily basis."

"So even if your text messaging service, by itself, is not meant to be a sort of alert system for when your friend checks in on Foursquare, the start-up wants to make that sort of remixing possible.

Mr. Tibbets expects to double his staff of twenty-one employees over the next six months, focusing on expanding the business development and design departments. Josh Goldman, a partner at Norwest Venture will join IFTTT’s board of directors.

Read the original unabridged NYT.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: NYTimes.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6402

AI Presages "Bye-Bye" to Adland's Copywriters

Trend Summary: Artificial intelligence is in the throes of transformation from an academic curiosity to a scenario that will have a measurable impact on our lives.


According to Christopher Mims, author of the Wall Street Journal's weekly technology column Keywords, the age of intelligent machines has arrived - although they're not remotely akin to Hollywood's hi-tech imaginings. Forget what you've seen in movies; this is no HAL from Stanley Kubrick's sci-fi masterpiece 2001: A Space Odyssey.  It's more akin to the process that happens when insects, or even fungi ...

[Estimated timeframe: Q3 2014 onward]

... do when they think."

Or, as Mr Mims retorically asks: "Didn't you know that slime molds can solve mazes?"

Over the past several years, Artificial intelligence [AI hereon] has transformed from an academic curiosity to a force with measurable impact on our lives.

Google Inc used AI to increase by 25% the accuracy of voice recognition in its Android mobile operating system.

Nor is its use confined to IT companies. Associated Press is printing business stories written by AI, while Facebook is toying with it to improve the relevance of the posts it shows to its 1.11bn-plus members.

Writes Mims: "What is especially interesting about this point in the history of AI is that it's no longer just for technology companies. Startups are beginning to adapt it to problems where, at least to me, its applicability is genuinely surprising."

Mr Mims cites advertising copywriting as an example.

He asks: "Could the 'Mad Men' of Don Draper's day have predicted that by the beginning of the next century, they would be replaced by machines?

Yet a company called Persado aims to do just that.

The firm does does only one thing and given its stellar client list - which includes Citigroup  and Motorola Mobility - it apparently does it supremely well, automatically 'writing' cost-effective automated email ads and online 'landing pages'.

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=6399

Meet 'Ultra Isobelle', Coca-Cola's Virtual Pitchwoman

Trend Summary: Welcome to the era of virtual-digital shop assistants, courtesy of Coca-Cola UK.


In a bid to engage retailers and drive awareness of its 2014 Share a Coke campaign, the UK subsidiary of Coca-Cola Enterprises is trialling a 'virtual assistant' as part of a "digital shopper" marketing trial. Created by Long Island headquartered Tensator Inc and garbed in a Coca-Cola branded uniform, virtual assistant Ultra Isabelle will ...

[Estimated timeframe: Q3 2014 onward]

... tell a cash and carry store's retail customers about the success of the campaign to date and suggest how they can maximise shopper interest in their own stores. Ultra Isabelle will also play shoppers the new Share a Coke TV ad.

Additionally, she will hype Coca-Cola's summer campaign plans to retailers visiting any of the seven Dhamecha cash and carry warehouses in the Greater London area.

Enthuses Coca-Cola Enterprises' digital director Simon Miles: “After the success of the ‘Share a Coke’ campaign last year, we were keen to ensure our customers understand how the campaign can benefit them and how they can get involved.

“Digital shopping marketing innovation, such as ‘Isabelle’, is a creative and fun way to reach our customers with the campaign and is a piece of genuine digital innovation that we’re excited to bring to the market to build on the success of last year’s campaign.”

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: The Drum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6383

Asda, P&G Trial New Pop-Up Ad Format

Trend Summary: Emulating Facebook-style posts, WalMart's UK outpost Asda is trialling a new pop-up ad format in partnership with Procter & Gamble.


Launched today (5-Aug-14), the Asda website's homepage emulates the format of the Facebook posts which have scored the highest levels of user engagement. The WalMart-owned supermarket chain focuses primarily on its own-brand products, although Procter & Gamble, Unilever, and Pepsico are ...

[Estimated timeframe: Q3 2014 onward]

... among the first brands to sign up as partners during the appraisal period which ends January 2015.

The format was created on the back of content used on social media over the past three years, during which period Asda has been placing posts on Facebook asking fans to vote for their favourite item.

For example, a post last week asked Asda followers: "We love berries – but what is your favourite? Vote A for raspberries, B for blackberries, C for strawberries, and D for blueberries."

Posts such as the example above attracted over 2,000 "likes" and nearly the same number of comments, generating what Asda's head of digital media innovation Nick Bamber calls “phenomenal engagement".

And in a move claiming to be a first for a UK retailer, Asda has adapted this format to create a related pop-up ad,

The technology runs both on both Asda’s desktop and mobile sites, while the pop-up ads were created over the preceding four monthd in partnership with technology firm Foodity.

The ads invite customers to pick their favourite item out of four choices. Once selected, the user can opt to place that item in their online shopping basket.

Accordng to Mr Bamber, customer personalisation will also feature on the chain's future agenda, along with plans to leverage location and weather data from parent company WalMart's tech partners, enabling the website to determine which products are displayed in the ads.

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: The Drum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6381

Virtual Reality Sidles Into Adland

Trend Summary: A number of major multinational advertisers are dipping their toes into the unknown waters of virtual reality ads.


A handful of adventurous (and of necessity well-heeled) US marketers such as Coca-Cola, HBO and Nissan are currently taking a cautious leap into the nascent world of virtual reality. These early adopters - along with other brands, agencies, and media owners - are conscious of the many major hurdles yet to be overcome. Not the least of which is ...

[Estimated timeframe: Q3 2014 onward]

... the current cost of the technology and the cumbersome nature of VR equipment.

These early adopters are gambling on a marketing future where goggles can be bought at Walmart for $300 and brands can deliver visceral consumer experiences.

Imagine, for example, Budweiser taking you behind the plate at the World Series or Pepsi giving you a virtual front-row seat at a Beyoncé concert.

However, since marketers still need to provide the hardware, their efforts are currently confined to experiential marketing at large events, like the South by Southwest interactive Festival and the Detroit Auto Show.

Despite which the pace of innovation is likely to accelerate as new uses emerge - provided there is sufficient consumer uptake of the technology.

That may start to happen soon. Research firm MarketsandMarkets forecasts that manufacturers of VR and augmented-reality hardware (including smart glasses and head-mounted displays) will generate $1.06bn in revenue globally by 2018.

Enthuses Aaron Clinger, technical director at San Francisco ad agency Venables Bell & Partners, whose clients include Audi, Google, Intel and Phillips: "That's really exciting for those of us who have seen the mobile and web revolution."

"Everyone who does something [in VR] now, for the next five years, is going to be inventing something."

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=6375



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