149 Marketing Trends found for Innovation / Creative

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Consumers Set to Engage With Brands in Realtime Dialogue

Trend Summary: Earlier this month, the most popular chat app among teens in the USA launched a feature that could determine the future of advertising.

Writing in today's Wall Street Journal Christopher Minns, Associate Professor in Economic History at the London School of Economics, foresees the day (not far distant) when people will converse directly with brands via bots - a process he dubs "chatvertising". Whilst Professor Minns acknowledges that advertising is the last area of human endeavour where  ...

[Estimated timeframe: Q3 2014 onward]

... more innovation is needed, he asks: "What if the 'conversation' marketers always claim to be having with consumers became literal?"

According to Professor Minns, it's about to become exactly that.

Kik, a chat service similar to WhatsApp or Facebook Messenger, claims that neasrly half (40%) of US teenagers are active users of its service.

And now, thanks to the application of a decades-old technology, the chat bot used by Kik-using teens enables them to have something like actual conversations with several brands, among them Moviefone, Funny or Die, and the Kik team itself.

By way of background to what cynics might dismiss as science fiction hype, the enabling technology  dates back to the mid-1960s when MIT professor Joseph Weizenbaum developed a computer program called ELIZA, which could engage in open-ended conversation with a real human being.

Over time these chat bots have become increasingly skilled at interacting with humans, mostly because programmers have loaded them with knowledge about the real world. The bots can also learn from their conversations, becoming ever more skilled at fooling us into thinking that they, too, are intelligent.

Thanks to the rise and rise of chat apps, smartphone users are spending their time where a chat bot might be a good fit.

And transforming inanimate objects such as "brands" into things we can converse with, is what Ted Livingston, founder of Waterloo, Ontario-based Kik has in mind.

Says Livingstone: "If you could chat with a brand in the same way you chat with a friend, that's powerful."

And likely to be mighty lucrative too!

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=6374

Personalised Ads Herald New Era in TV Advertising

Trend Summary: Heralding a new era in TV advertising, Coca-Cola UK has teamed with Britain's Channel 4 to broadcast digital TV ads personalised to individual viewers.

Presaging a new era in TV advertising, Coca-Cola's unique venture extends its Share a Coke campaign via a ground-breaking deal with the state-owned (but commercially funded) Channel 4. Viewers watching 4oD (4 on Demand) content will see a ten-second bespoke spot in which the Channel 4 logo morphs into a bottle of Coke personalised with the names of individual viewers and the ...

[Estimated timeframe: Q3 2014 onward]

... strapline ‘Share a Coke’, followed by a thirty-second commercial which targets the channel’s 16-34 demographic.

Earlier this year the broadcaster claimed that its database of registered viewers had reached over ten million people, among them fifty percent of all UK 16-24 year olds.

Says Bobby Brittain, marketing strategy and activation director at Coca-Cola Great Britain: “This marks an exciting development for the 'Share a Coke' campaign, as we harness technology to make it more personalised than ever before.”

Claims Mr Brittain: “A huge number of consumers are already going out to find Coca-Cola bottles with their name on, but engaging with the campaign online and through social media. These new innovations will help us reach an even wider audience with timely, relevant advertising.”

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: https://marketingtrendtracker.com/article.aspx?id=6368

Marketing and Technology Meld in I-CIO Role

Trend Summary: A recent report from IT research firm Gartner suggests that 81% of major companies now have the equivalent of a chief marketing technologist.

Currently this trend is limited to major businesses with annual revenues of $500m-$1bn. These companies have the highest percentage of people in the role of chief Information technologist [CIT] or similar job title, with the high-tech, communications and retail sectors leading the pack. According to Simon Carter, Fujitsu’s executive director of marketing for the UK and Ireland ...

[Estimated timeframe: Q2 2014 onward]

... “technology has given us the ability to be very quick and personalised in reaching our customers.”

Explains Mr Carter, speaking to the Financial Times: “As big data comes alive, that ability to use this great library of information and hone it down to what is important to customers will become very powerful.”

A report published earlier this year by IT research giant Gartner estimates that 81% of major organisations now employ the equivalent of a chief marketing technologist (or similar job description), while a further 8% plan to create such a role within the next two years.

Businesses with revenues of $500m-$1bn have the highest percentage of people in this role, with the high-tech, communications and retail sectors leading the way.

According to Laura McLellan, Gartner's vp of marketing strategy, there are three main advantages in hiring someone to fill the CIT role:

  1. Companies with CMTs tend to have better processes to decide what to investigate and test, and to decide what works.
  2. There is so much noise from software providers offering software to marketers that companies need an expert filter.
  3. A CMT is the perfect way to build a bridge between IT and marketing.”

However, recrutiment agencies warn that there is a shortage of professionals with the required mix of abilities, while those businesses able to find a CMT are likely to have to pay a premium.

Read the original unabridged FT.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: FT.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6336

Content Marketing Set to Go Mainstream in 2014

Trend Summary: Nearly 75% of UK companies say they plan to increase their spend on content marketing during 2014.

According to The Drum magazine's Jon Davie, so-called 'content marketing' (aka 'Native Advertising' and/or 'Advertorial') is on course for spectacular growth this year. Davie cites as his source eConsultancy/Responsys, a UK-based provider of email and cross-channel marketing services. The trend is also endorsed by the (admiitedly partisan) Content Marketing Institute, which predicts that 63% of British marketers plan to ...


[Estimated timeframe: Q1 2014 onward]

...  increase - or significantly increase - their content marketing spend during the coming twelve months.

The print-based customer publishing industry has been talking about content marketing for years, but the currrent increase in investment is being driven by digital media.

Facebook pages, YouTube channels, Twitter streams, Pinterest boards ... brand managers quickly find that ‘owned’ channels have an insatiable appetite for content.

And it’s not just these new-fangled social platforms that are thirsting for appropriate content, it's any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers

Launching a new website? You’re going to need lots of new content.

Got your eye on a shiny new eCRM [electronic customer relationship management] programme? You’ll need plenty of content to fill all those emails.

Or maybe an SEO [search engine optimisation] audit which reveals that your content needs updating - although Davie stresses that Content Marketing doesn’t necessarily mean creating new content.

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: https://marketingtrendtracker.com/article.aspx?id=6313

Card-Linked Cashbacks Set to Transform UK Retail Sector

Trend Summary: New developments in cashback and affiliate marketing have turned in-store activity into a battleground (and opportunity) both for advertisers and performance marketing publishers.

In the latter half of 2013, two of the UK's big four banks (Lloyds Banking Group and RBS Group) respectively launched in-store cashback services, thereby introducing British consumers to the concept of promotional and loyalty schemes which return money to their wallet. They joined the million or so shoppers at the country’s leading online cashback service, Quidco, which registers  their debit or credit card enabling them to ...

[Estimated timeframe:Q1 2014 onward]

... take advantage of long-running and shorter term deals simply by using their chosen card to make a purchase.

As a result, cashback services are moving in-store from the banks and affiliate marketers, thereby tapping into the 90% of sales that still occur face-to-face on the high street.

The scheme is handled by Cardlytics, a privatey-owned US company headquartered in Atlanta with offices in London, New York and San Francisco.

The firm partners with financial institutions and its clients include retailers, restaurants and other consumer brands.

According to Cardlytics managing director Charlie Humphreys: “The beauty of what we’re doing is [that] people don’t have to do anything new, they don’t have to go off finding sites with deals, they don’t have to sign up to schemes.”

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: https://marketingtrendtracker.com/article.aspx?id=6295

Predictions for a Digital Decade

Trend Summary: The world is rapidly moving toward ubiquitous connectivity that will further change how and where people consume media, associate, and congregate to share information. 

Respected US academic body the Pew Institute this week published its seminal Internet & American Life Project, which aims to become the authoritative source on the evolution of the internet. The project's key data is gathered via surveys that examine how Americans use the internet and how these activities will affect their lives over the coming decade. A significant sample of 2,558 experts and technology builders were asked to predict ... 

[Estimated timeframe:Q4 2025]

... where we will stand by the year 2025.

The survey found striking patterns in their predictions.  The experts foresee an ambient information environment where accessing the internet will be effortless and most people will tap into it so easily it will flow through their lives “like electricity.”

They predict mobile, wearable, and embedded computing will be linked via the 'Internet of Things', enabling people and their surroundings to tap into artificial intelligence-enhanced cloud-based information storage and sharing.

According to Dan Lynch, founder of Interop and former director of computing facilities at SRI International: “The most useful impact is the ability to connect people. From that, everything flows.”

The experts agree on the technology change that lies ahead, even as they disagree about its ramifications. Most believe that there will be:

  • A global, immersive, invisible, ambient networked computing environment built through the continued proliferation of smart sensors, cameras, software, databases, and massive data centers in a world-spanning information fabric known as the 'Internet of Things'.
  • “Augmented reality” enhancements to the real-world input that people perceive through the use of portable/wearable/implantable technologies.
  • Disruption of business models established in the 20th century (most notably impacting finance, entertainment, publishers of all sorts, and education).
  • Tagging, databasing, and intelligent analytical mapping of the physical and social realms.

All of which will affect health, education, work, politics, economics, and entertainment. Most respondents say they believe the results of that connectivity will be primarily positive.

Pessimists, however, will recall Aldous Huxley's predictive sepulchral howl in 1932: "O brave new world, That has such people in't."

Read the original unabridged PewInternet.org 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: www.pewinternet.org
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6285

Wearable Tech Shimmies Into High Fashion

Trend Summary: Wearable electronic gadgets - mostly an ugly demonstration of function over form - are finally getting a fashion-industry makeover.

According to New York Times technology columnist Molly Wood: "Bulky watches, bright wristbands and Roman-gladiator-meets-the-Jetsons arm straps have been the modish look du jour for manufacturers like Nike and Jawbone". But these wearable gadgets - usually a dull representation of function over form, Ms Wood opines - are finally getting ...

[Estimated timeframe: Q1 2014 onward]

... a fashion-industry makeover.

Fitbit, the maker of the Fitbit One and Flex, has teamed with designer Tory Burch to make new trackers that look like stylish jewellery.

More significantly, Intel launched a wearable design competition two months ago, the winner/s of which will collar $1.25 million in prize money.

And earlier this week Intel underscored its seriousness about wearable tech with the purchase of fitness tracker company Basis for a reported $100 million.

In the wake of that deal tech-conscious fashionistas can look forward to new design ideas in future.

These are likely to include accessories like 'The Shine', a leather wristband and a necklace. Onto which you simply pop a magnetized disc into the various accessories to change the look.

The Shine is also water-resistant, so it’s a good option for use while swimming. And it doesn’t need to be charged because it runs on a coin cell battery for up to six months and you can change the battery when it runs out.

Read the original unabridged NYTimes.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=6282

Fashion Guru is First to Advertise Via Google Glass

Trend Summary: Marketers and ad agencies on both sides of the Atlantic are preparing for a future dominated by wearable ad tech devices such as Google Glass.

Trendsetting New York-headquartered fashion designer and parfumier Kenneth Cole recently became the first advertiser to incorporate a Google Glass app into its marketing mix. The move exemplifies the many new new ways the internet specs can be harnessed to sell products. According to the fashion guru's ad agency, Ready Set Rocket: "Even though the technology is still in the pilot program, we want to be ...

[Estimated timeframe: Q1 2014 onward]

... looked at as an innovator and early adopter.” 

Accordingly the agency built an app for Google Glass to coincide with the launch of Kenneth Cole's latest cologne.

The campaign's theme is [deep breath now] "gentlemanly behavior and encouraging chivalry".

The app prompts users to photograph themselves as they accomplish a good deed each day for a period of twenty-one days.

More significantly, the campaign could also benefit Google Glass’s less-than-pristine image, given that the Mountain View mammoth's wearable gizmo faces a growing privacy backlash.

Notes Ready Set Rocket's technical director Gareth Price: “One of the criticisms levelled at wearable tech is that it makes people more insular and more wrapped up in their devices rather than interacting with the world about them.”

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=6278

'Internet of Things' Invades World of FMCG Marketing

Trend Summary: FMCG titan Unilever acknowledges that the so-called 'Internet of Things' is of "huge interest". 

Addressing this week's Mobile World Congress in Barcelona, Unilever’s global media innovation director Jay Altschuler acknowledged that the latest tech vogue  - the Internet of Things [IOT] - is likely to create interesting opportunities for brands. According to Mr Altschuler, the connected world is of “huge interest” to the fast-moving consumer products giant, sending "signals that we can start to learn from an ...

[Estimated timeframe: Q1 2014 onward]

... insight perspective".

For example: "Understanding people and consumer behaviour and patterns, from which we can infer motivation. 

The Unilever honcho believes there may also be a way in which interconnected devices can change consumers' traditional path to purchase.

“You can imagine a world where you would buy a smart washer-dryer which can pre-order Persil for example. Then there are subscriptions that go around that – and that also creates a different dynamic between our washing powders and consumers."

“Then if this washer is smart and knows what’s in there – what type of clothes there are inside and how old it is – we can then start to develop smart products to match the smart hardware".

Posits Altschuler: “It’s all the same test of concept – how devices can become smart and the implications of what companies can do in terms of the product itself and our overall understanding of the people we serve and how we can develop a better engagement model with them.”

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: The Drum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6275

Retail Innovation is Key to Consumer Engagement

Trend Summary: A new study from AC Nielsen posits that retailers must evolve to stay ahead of the pack and keep consumers engaged. 

The global study, Continuous Innovation: the Key to Retail Success, posits that shoppers never cease shopping, and retailers must therefore stay ahead of the pack to keep consumers engaged. As e-commerce attracts a growing number of users, bricks and mortar stores need to continuously innovate to capture and retain shoppers’ attention. According to Tesco ceo Philip Clarke: "For retailers, it’s no longer going to be sufficient to innovate [in order to] meet an existing customer trend. Successful retailers will not be those who… 

[Estimated timeframe: Q1 2014 onward]

... follow the customer like some obedient puppy… but are instead able to make consumers' lives a bit better.”

The Nielsen study notes that, while consumer confidence was on the rise in over half of the countries surveyed in the third quarter of 2013, shoppers remain focused on value for their money. Retailers therefore need to stand out to compete for consumers' limited baskets.

Today’s consumers have more retail choices than ever before, says the report, but they’re cutting back on their overall purchases.

In the USA, trip frequency has fallen 15% over the last six years, while basket size has climbed only 9% [See graph, left].

For retailers to stay ahead of the competition, the study urges that stores encourage consumers either to increase the number of store visits, grow the size of their baskets, or both.

Moreover, innovation in five major shopper-need categories can help stores win additional sales if they have an edge in five different areas.

These are:

  • Convenience
  • Choice or assortment
  • Shopability
  • Price/value
  • Brand equity.

European retailers are particularly advanced in these areas. One offers a drive-through service with spacious collection points, allowing shoppers to collect pre-ordered baskets without leaving their cars.

Visible from the road, the service is both ultra-convenient and a powerful advertisement. In the USA, drug retail chain Walgreens offers shoppers a variety of instore and curbside pick-up options.

The survey notes that shoppers rated finding “everything they need in one shop” as one of the five most important reasons in deciding where to shop in 43 out of 56 national markets worldwide.

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=6262

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