149 Marketing Trends found for Innovation / Creative


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Unilever Melds Instore Brand Sampling With eCommerce

Trend Summary: Unilever is trialling a new product sampling concept that links traditional methods to e-commerce.


The concept, which could eventually replace traditional instore product sampling activity, sees Unilever and other major players such as Procter & Gamble placing samples for their respective ranges of haircare brands in shipments to customers of major e-commerce companies such as Gilt and Coastal.com, and other key e-players. The so-called 'smart sampling network' enables brands to target samples to appropriate recipients, then accurately measure ...

[Estimated timeframe: Q1 2014 onward]

... their subsequent impact.

The project was quietly launched in beta mode in mid-2013 with a handful of brand clients and e-commerce partners such as Exact Media, which also counts Procter & Gamble among its brand and retail partners.

At Unilever the project is overseen by assistant brand manager Pinky Tang who, with her team, has worked with online retailers in a targeted manner to put its brands in boxes shipped to North American homes.

Reflecting the scheme's ability to pinpoint its targeting, Unilever can dictate that Tresemmé - a brand that has been raising its profile in the fashion world - is distributed only to people who are buying higher-end apparel and accessories through Gilt and Coastal.

Consumers with different profiles do not receive a Tresemmé sample.

Another benefit arising from the scheme: If a retail customer orders anti-aging products Unilever can pitch Nexus', its so-called youth-renewal product. Ms Tang predicts that the scheme's RoI will significantly better the random sampling techiques traditionally seen in stores.

The project was launched in Canada and a US rollout is planned for the coming weeks.

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=6258

Brands Set to Become Publishers, Predicts Unilever Chief

Trend Summary: Now is the time for brands to emulate publishers vis-a-vis their content strategies, says Unilever chief.


Speaking at the Diversification Adaptathon -an event hosted in London last night by the UK's Institute of Practitioners in Advertising Hamish Priest, manager of Unilever’s Dove brand and responsible for global media innovation, media categories and partnerships, declared that ...

[Estimated timeframe: Q1 2014 onward]

... “this is the beginning of the journey to brands becoming more like publishers”. 

Mr Priest conceded that brands are not yet regarded by consumers as publishers. But this may change in time as brands throw their weight behind the creation of meaningful content experiences for consumers.

Said Priest: “We are continually trying to diversify our content to reflect people's changing ways of consuming content.”

One method of doing so is to partner with bloggers, an alliance that can help brands attain “authenticity” and "credibility" in the mind of consumers.

Priest continued: "We are trying to marry together the worlds of the brands and the bloggers. It takes a collaborative effort to get to content like that.”

He added that the role of distribution is as important as the creative element and must be baked-in from the start. “Two billion people use our products every day. In order to really make a difference the content needs to have scale and reach."

But, wonders MarketingTrendTracker, has the incessant hyping of adland's ongoing flavour of the month - 'Native Media' - at long last reached the ears of Unilever's 25-year old whizz kid?

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=6257

MultiScreen Ads - The Industry's Next Great Leap Forward?

Bottom Line Trend: The ad industry's next great leap forward is - literally - the ability for ads to vault across multiple screens.


Sequential messaging is currently being hyped as digital advertising’s upcoming 'Flavour of the Month', in which a brand’s multi-part marketing message begins on your tablet and ends on your smartphone. Accordingly, software, device and ad tech firms are currently racing to build an infrastructure capable of delivering the concept. Although the latter is essentially simple, its execution requires ...

[Estimated timeframe:Q4 2013 onward]

... powerful technology and perfect co-ordination. 

Moreover, given the seamless way in which consumers currently move from one device to another, so too must the ads.

According to Omnicom Digital ceo Jonathan Nelson, advertisers must not only "put the right message in front of the right person at the right time", they must also display that message multiple times, sending a sequence of messages that build on each other.”

There's one unfortunate snag, however. The current technology is imperfect!

Sequential messaging demands the most accurate identifying software, which is one of the reasons underlying the ad industry's move away from relying on cookie-based profiling on desktops.

Instead they are embracing a digital world that tracks users with unique IDs as they log onto smartphones, tablets, gaming consoles and wearable computers.

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=6226

How Technology is Changing Shopping

Bottom Line Trend: US shopping malls have found a new use for blank walls, using these to display a digital system that enhances the traditional shopping experience.


The new system, devised by eBay, offers retailers the opportunity to gain a larger presence in shopping malls without the cost of acquiring and fitting-out additional floor space. The system, which enables malls to transform blank walls into a customer-enticing display, has already attracted a number of major chains, among them ...

[Estimated timeframe: Q4 2013 onward ]

... shoes and sunglasses purveyor Toms, Sony and apparel retailer Rebecca Minkoff.

“It really changes what it means to be a retailer. We want to be the change agent for how people shop. This is the future of shopping being created by us,” enthuses Steve Yankovich, eBay's vice president of innovation and new ventures.

The storefronts use infrared technology to track how many customers walk by and how engaged they are.

The sensors are smart enough to distinguish between a person who merely walks by, a person who walks by and turns his head, and one who stops and faces the glass.

The data obtained can be shared with the stores to modify the experience to better appeal to customers.

The goal is a seamless, frictionless buying experience. Currently customers enter their phone number on the glass screen to complete the purchasing process to their smartphones, for security purposes.

Yankovich says one of eBay’s next steps is finding a way to glean customers’ cellphone numbers, so that the buying process is even easier for them.

The days of a cashier asking for your e-mail address or phone number are apparently numbered.

Read the original unabridged WashingtonPost.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: WashingtonPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6217

Flavoured Spirits Trend Boosts Booze Sales

Bottom Line: In a bid to boost already soaring sales the global alcoholic drinks industry is touting eccentric new flavours ranging from honey-laced whisky to pumpkin pie vodka. 


Beverage scientists based at Diageo plc's UK technical laboratory are concocting new and quirkily-flavoured vodka-based drinks aimed at the European and African markets. Bizarrely flavoured alcoholic products, launched over the past five years, account for fifty percent of the beverage behemoth's sales growth over the  period 2008-2013. Around 80% of the company's investment in innovation is directed at ...

[Estimated timeframe: Q4 2013 onward ]

... new and qurkier products scheduled for launch within a three-year time frame.

According to Denny Brooks, Diageo's vp of technology research: "The kind of options you might have had in soft drinks and non-alcohol beverages twenty years ago, consumers expect from alcohol now."

Diageo's UK-located "liquid developers" took three years, 839 formulations and analysis of 300 types of chocolate to create Baileys Chocolat Luxe, a new version of the Irish cream liqueur. Developer Anthony Wilson says chocolate gives its true smell when broken. "We needed to get that nose in the product," he says.

The booze behemoth also recently created Snapp, a champagne-inspired apple drink targeting women in Kenya and Nigeria, as well as rum brand Shark Tooth, which is sold in Russia.

Meantime, the US is experiencing a candy and confectionery-flavoured vodka boom.

According to London-based investment group Liberum Capital, flavoured varieties account for more than a fifth of the consumption in vodka, which in turn accounts for a third of all spirits sold in the USA.

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=6183

New iPhone to Give Kiss of Life to Outdoor Ads?

Bottom Line: Apple's long-awaited new iPhone 5S could revitalise outdoor advertising.


Bewitched, bothered and bewildered by the digital revolution, outdoor advertising has embraced change with all the enthusiasm of a warthog confronted by a Komodo Dragon. Okay, so outdoor electronic billboards can display video and occasionally run Twitter or Facebook comments by fans, but they don't react with consumers dynamically in the same way as online and mobile advertising. Until now, that is, thanks to ... 

[Estimated timeframe: Q4 2013 onward]

... Apple's new NFC [Near Field Communications] enabled iPhone 5S, expected to be available in September or October this year.

Apple's long awaited gizmo for dedicated followers of fashion could bring about dramatic changes to the global billboard industry thanks to NFC - a mobile technology that allows for the transmission of data within a range of a few feet.

With the 5S model's anticipated base of several million users come the end of 2013, outdoor advertisers will have the ability to experiment with interactive advertising.

Examples: a billboard that dispenses coupons or displays different ads depending on who (men, women, children) walks by.

Or, in underprivileged, billboard-deprived areas, just a small device transmitting advertisers' offers directly to your phone. 

NFC has had some notable adoptions among mobile phone manufacturers, such as Samsung. Apple, however, has thus far remained indifferent to the technology - a situation that could change dramatically if current rumours are to be believed.

Read the original unabridged Mashable.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: Mashable.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6167

Sponsored Website Content Set to Soar

Bottom Line: A growing number of US marketers are buying "sponsored content" space on websites - delivering brand ads in the guise of bona fide stories, blogs and articles. 


The trend will likely migrate to developed markets beyond the USA. Evangelises former Time Inc executive Steve Sachs, now ceo at ad technology firm OneSpot: "You can only get so far through self-promotion. Marketers are realising you also have to pay for distribution." However, there's nothing new about ...

[Estimated timeframe: Q3 2013 onward]

... sponsored content. 

It's been around for decades under the banner of 'advertorial'. These days, in a more agressive form, it emulates past strategies of placing a story or video on social sites like Facebook in the hope that consumers will share it with their friends.

A typical case is Spectrum Brands, owner of the Remington razor brand, which early last year employed bloggers to create stories and videos for the web, like "How to Get Perfect Curls" and "Get the Right Swimsuit for Your Body."

Spectrum hoped the articles and videos would "go viral," shared via Twitter and other social media. References to the Remington brand were embedded in the content, ensuring it would help promote Remington-branded products ranging from blow dryers to body shavers.

However, Spectrum's own website failed to attract sufficient traffic to get the content noticed in significant numbers or shared through social media.

Via OneSpot, Spectrum began buying ad inventory for its content on automated exchange platforms, taking space typically used for traditional banner ads on sites like Oprah.com, Eonline.com and USAToday.com.

According to Ryan Koechel, Spectrum Brand's e-commerce director: "We can spend a ton of money and put a lot of content on our website, but it just sits there."

But, says Mr Koechel: "By promoting the content on other sites, Spectrum was able to reach more of its target audience of female viewers".

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=6166

Facial Recognition Payments 'The Norm' by 2016

Bottom Line: Facial recognition payment systems are set to become the norm by 2016.


Global e-commerce business PayPal yesterday launched a new app in the UK that facilitates and approves users' payments via facial recognition. The California headquartered eBay subsidiary is trialling the app at twelve retail outlets in the leafy London suburb of Richmond, enabling shoppers to check into any of twelve participating stores and automatically pay for goods once ...

[Estimated timeframe: Q3 2013 - 2016]

... their face has been recognised by the system.

The app is available on iOS, Android and Windows Phone devices. 

The retailers participating in the PayPal trial include Cook & Garcia, The Farmery, Pretzel and Revolution & Coffee. System-compatible shops are highlighted within the app.

Enabled customers check-in via their smartphone by clicking on the retailer and keying their PIN number into the app. Their face then appears on the store's  payment system and the cashier clicks on the image to charge for goods.

The customer also gets an alert on his/her phone to let them know how much they've paid, plus Paypal's usual email receipt.

The new system is predicted to become the norm by 2016.

Says Rob Harper, PayPal's head of retail services: "PayPal first brought 'pay by mobile' to the UK high street two years ago. Through our Richmond initiative, we're pleased to help local businesses of all sizes offer a new more personal experience, while never having to turn away customers who don't have enough cash on them to pay.

Read the original unabridged TheInquirer.net 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: TheEnquirer.net
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6154

Newspapers, Posters, Magazines Set to Go Audio

Bottom Line: The future of print media (initially posters) is set to go interactive, with newspapers and magazines ready to follow. 


Cambridge UK based Novalia has developed a paper poster displaying a visual drum-kit that can be played by the user's  fingertips. The interactive paper works like a touchsceen and produces seven different drum sounds, including cymbals. Other sounds (including, presumably the human voice) are also possible. This innovative technology will almost certainly ...

[Estimated timeframe: Q3 2013 onward]

... become a 'must-have' tool for advertising and marketing purposes.

The poster itself acts as an audo speaker and there's also a Bluetooth version that plays via iPads and iPhones.

Speaking to the Cambridge Evening News, Novalia ceo Kate Stone said: "Needless to say,[Novalia] has a more enlightened vision for the technology."

"Packaging, greetings card manufacturers, point-of-sale, bus-shelter advertising, books, newspapers. Yes, you can touch a story in a newspaper and if you've got your smartphone with our app anywhere on your person it can automatically pick up the recording of an actual press conference."

As to the plethora of potential uses for the technology, Ms Stone says: “We have decided that for the next few months we are going to be a poster company. But there are so many other applications for the technology.”

It seems a virtual certainty that printed electronics will lead to an economic boom for the western world's currently reeling newspaper and magazine sectors. 

Read the original unabridged AdWeek 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=6146

Shoppers in New UK Showcase Store View - But Buy Online

Bottom Line: The concept of stores which stock no physical products but act soley as as a shop window for online goods is taking hold in the UK.


According to Britain's Centre for Retail Research, one in five high street stores could close down by 2018, hit by the fast growing trend of consumers visiting those stores simply as showrooms while making the actual purchase online. A recent IBM study of 26,000 shoppers in fourteen countries found that these so-called 'showroomers' accounted for nearly ... 

[Estimated timeframe: Q3 2013 onward ]

... half of all online purchasers in retail categories, proving that instore shoppers are driving the rapid growth of online retail.

Spurred by this trend, a new £1.5 billion development, Silvertown Quays, sited in London's trendy Docklands area, is embracing showrooming.

The plan is to build an avenue of "brand pavilions" where, theoretically, Apple, Burberry and Nike will build spaces for customers to browse - but not buy - their products.

Unsuprisingly, some traditional stores are adopting extreme measures to lock customers into the old-fashioned retail experience.
Silvertown, Architects Impression

In the US there are stories of "fitting room fees", while in Australia some retailers charge customers up to $50 to try-on clothes or shoes, in an attempt to stop them from buying the same item for less online. The fee is refunded if an in-store purchase is made.

According to Elliot Lipton, ceo of First Base, one of Silvertown's development partners: "The growth of internet sales means companies are seeking new ways for customers to interact with their brands in the physical world. These pavilions will allow global brands to influence the online spending decisions of customers."

Says Mark Lewis, online director at the John Lewis stores group: "Although we can't predict the future of the high street, we see showrooming as an opportunity. We encourage customers to test us on our 'never knowingly undersold' price commitment, and adding wi-fi to our shops makes it even easier for them to do so."

Read the original unabridged AdAge 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=6143



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