200 Marketing Trends found for Innovation / Creative


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Windows 10 Heralds New Multi-Media Dawn for Marketers

Trend Summary: The recent launch of Microsoft Windows 10 will, it is predicted, have a profound effect on marketing.


Despite widespread sceptisism within the marketing fraternity, Microsoft's latest offering, Windows 10 is less an evolution and more a revolution, enabling marketers to embrace a new world where virtually all media is digital, creating new advertising ideas around these contexts irrespective of whether ...

[Estimated timeframe:Q3 2015 onward]

... the contexts are a smartphone, a tablet, a PC or TV.

According to AdAge scribe Tom Goodwin: "Windows 10 is a software platform designed to pull content from anywhere onto everything. It's about a single app store with apps that work on every screen. It's about responsive design, where everything is optimised to the user's context."

"In short, it's about a philosophy of thinking about devices as relatively dumb screens through which we pull optimised content - it's a world of thinking of media (or the devices we use to consume it) as a context, not as a channel." 

In Mr Goodwin's view: "This can have profound effect on marketing. Instead of looking at the world in terms of devices and aligning budgets and ads around specific devices - whether it's a smartphone, tablet or TV - marketers can now start to embrace this new world where virtually all media is digital, and start creating ideas around these new contexts for advertising."

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: http://marketingtrendtracker.com/article.aspx?id=6691

Native Advertising or Content Marketing?

Trend Summary: The US marketing fraternity is currently facing a dilemma: how to choose between native advertising and content marketing? 


Many marketers on both sides of the Atlantic remain confused as to the difference between native advertising and content marketing. Put simply, the former is a sub-set of content marketing, e.g the now widespread practice of using content to build ... 

[Estimated timeframe: Q3 2015 - Q42018]

... trust and engagement with customers. 

Achieving this isn't easy. Brands must first wade through a plethora of information to decide what is best suited to their purpose.

However, with spending on native ads in the US predicted to reach $7.9bn in 2015 and soaring to $21bn in 2018, it appears that brands are rapidly warming to sponsored content.

Two factors are critical to success in content marketing. Careful definition of your goal and how to measure success. Ask yourself - are you aiming for brand awareness and impressions, or audience engagement?

According to the Huffington Post article, each requires different modes of planning and execution.

Although editorial content placement is never guaranteed (unlike native advertising, where you pay to play), the rewards can be significant.

Read the original unabridged HuffingtonPost.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: HuffingtonPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6682

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

Daily Mail, WPP Back Content Marketing StartUp

Trend Summary: In an alliance of oddities WPP Group has teamed with two unlikely bedfellows to launch a new content marketing agency.


Sir Martin Sorrell's unlikely bedfellows in the new enterprise, branded TrufflePig,are the Daily Mail newspaper group and Snapchat - a text and photo based messaging application for mobile phones. The trio will create online brand-sponsored video and print content in a bid to monetise a slice of the projected ...

[Estimated timeframe:Q2 2015 onward]

... $544 billion in media ad spending.

The fledgling agency will be based within WPP’s Group's content marketing shop in New York. The agency, known as Group SJR, is a digital consultancy specialising in insights, content creation, curation and audience development.

The WPP shop is seeking to sign-up brands to its offering, using the US edition of DailyMail.com, Elite Daily, and Snapchat to test original content marketing.

Hypes Alex Jutkowitz, the head of Group SJR who will run the Truffle Pig agency: “Great content is not just about creating it, but having platforms for it."

“Engaging millennials and having distribution is key. Snapchat is where the millennial fish are and that’s where we are going.”

TrufflePig's content and services will extend to any online platform that a participating brand wishes to use.

Read the original unabridged Bloomberg.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: Bloomberg.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6657

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



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