200 Marketing Trends found for Innovation / Creative


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Study of Instore Shoppers Boosts Online Sales

Trend Summary: US retail chain Crate & Barrell has upped its web sales conversion rate by 44% via its observation of customers' shopping habits instore.


This explosive growth rate wasn't achieved by applying the oft-employed and meticulous procedure retail experts call "multivariate testing". Instead, home-decor retail chain Crate & Barrell carefully observed shopping habits in its bricks and mortar stores, then ...

[Estimated timeframe:Q2 2015 onward]

... applied those findings to its e-commerce site.
 
Understandably, the Northbrook, Illinois-based chain is remaining zip-lipped as to the specifics of its methodology, nor will the company formally comment on its mega-growth achievement.
 
However, AdWeek magazine asked a duo of digital marketers for their take on Crate & Barrell's intriguing case study, posing the following question: Should bricks-and-mortar research be applied to digital commerce more often?
 
"It's about time," remarked Alison Grippo, principal of digital strategy at the Sullivan Branding agency. "Customers don't perceive brands differently online or offline. They expect the same quality irrespective of channel. And this is something that no longer is limited to what we typically call consumer brands."

David Bozin, vp of growth development at local shopping app Bindo, agrees. "To think that shopping online is a [completely] different experience than in person is an incorrect assessment of human nature. Quite the contrary is true. We like what we like, and that is what leads us to buy."
 
Summarises Ms Grippo: "In our recent survey of executives that shop for business products online, the findings suggest that online [business-to-business] shopping experiences need to match the way they're sold by salespeople or on the ground at a conference."
 


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=6585

EU Moves to Head Off US-Asian Digital Dominance

Trend Summary: The European Union is to back a new alliance of EU industry, aiming to spur innovation into connected devices.


Speaking earlier this week at a tech conference in Brussels, the European Commission’s digital economy commissioner Gunther Oettinger vowed to get its traditional hardware industry online before the likes of Google and Apple build their own automated cars and connect the world’s objects to the internet with their proprietary software. Flinging down the gauntlet Mr Oettinger said ...

[Estimated timeframe:Q1 2015 onward]

... “The EU will become a digital world player as we successfully did in aerospace and automotive technologies.”

He also emphasised that Europe’s future industrial competitiveness will largely depend on its.capacity to develop high-quality software.

The aim, he said, is to create a single digital market to make it easier for local technology businesses to grow, whilst making it more difficult for foreign internet companies to overshadow their EU counterparts.

Oettinger also announced the imminent launch of a new EU-backed alliance, intended to spur innovation into connected devices. The alliance includes such major European industrial names as Phillips, Bosch, Orange, Alcatel, Nokia, Siemens,Telefonica and Volvo.

Posits Mr Oettinger: "Bringing European industry online ultimately has to benefit European citizens and European labour markets”.

“Europe has world-class expertise in building complex systems such as cars, trains, planes plus highly complex machinery and sophisticated software. We see new businesses that didn’t exist a few years ago and are now world leaders in their sector, and they are getting a grip on an ever-wider section of economic activity.”

Oettinger warned that if Europe doesn't become tech-proactive, products and services that address society’s new challenges will come from other parts of the world, primarily the USA and and South Korea.

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=6551

Internet of Things Will Come of Age by 2020

Trend Summary: Marketers are advised to change course now in order to ready themselves for the forthcoming 'Internet of Things' upheaval.


According to South Korean multinational conglomerate Samsung, there's still a massive amount of infrastructure work to be done before the so-called 'Internet of Things' [IoT] becomes a part of every-day business and domestic life. Firstly, however, telecom companies and governments must create digital avenues that will enable all software-powered items to ... 

[Estimated timeframe:Q1 2015 - Q4 2020]

... interface with reach other.

However, delegates at this week's US tech-fest South by Southwest [SBSW] generally agree with Samsung's prediction that products will be routinely connected within the next five years.

Addressing the SBSW conference Richard Hollis, ceo of digital software company Holonis told delegates: "As microprocessors and bandwidth become greater and less expensive, converging with nanotechnology as wearables with sensors, the Internet of Things is already here but will gain exponential acceleration and become more utilitarian as we move into the future."

"That simply means that everything captured by these devices can be used as purposeful information and meaningful data."

Layne Harris and Fitz Maro, digital technologists at London headquartered agency 360i, recently published a thesis predicting big advances in IoT this year - let alone in 2020. Here's an extract from the Harris/Maro thesis:

"In 2015, marketers can expect to see broad adoption of more affordable technologies that are inspiring consumers' lives and lifestyles by offering seamless integration between the digital and physical worlds."

"The resulting evolution of consumer behaviour will require brands across every category to be more digitally centric in how they develop their marketing and brand experiences."

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=6536

'Branded Content' Via Digital Marketing Set to Soar

Trend Summary: As more publishers launch branded content divisions, 'native' advertising is taking over a larger part of digital marketing.


In an interview with with Peter Minnium, the US Interactive Advertising Bureau's head of brand initiatives, ad trade bible AdWeek discussed the current trend towards 'native advertising', a recently disinterred practice known to past generations as 'advertorial'. This was the topic of a panel recently moderated by Mr Minnium at ...

[Estimated timeframe:Q1 2015 onward]

... the IAB's Annual Leadership Meeting in Phoenix, Arizona.

The central question posed to the panel by Mr Minnium was whether the future's best ads would be created by publishers, agencies or brands?

AdWeek reporter Michelle Castillo asked Minnium whether publishers, agencies or brands would create the best ads in the future? She also raised several other hot topics like measuring viewability.

Responded Minnium: "The IAB sees digital advertising falling into three buckets going forward: concept ads, commerce ads and content ads."

"Concept ads are upper-funnel, awareness-driving and used to create new desire and demand. Television commercials are a perfect example, as are the more creative uses of the IAB Rising Stars."

"Commerce ads are the good-old-fashioned universal ad package, bottom-of-the-funnel ads that present a single offer and often live on the margins of the page. Content ads are the ones that are growing like crazy. Native advertising is the biggest form." 

Continued Mr Minnium: "Traditional brand agencies 'own' concept ads. They know how to tell a story and how to build interactive advertising."

"New-world digital advertising companies, including a lot of technology companies, know how to do commerce advertising unbelievably. An example would be Criteo. That is direct marketing on steroids, technology- and data-enabled."

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=6533

Coca-Cola Axes Multi-Brand Strategy in UK

Trend Summary: In what could develop into a trend for other major multinational brands, Coca-Cola UK is to integrate all its sub-brands into a single brand strategy.


Currently marketed as separate brands, Coca-Cola Inc's extant soft drink family - Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life - will be integrated into a single Coca-Cola master brand. The move will also see the British arm of the US titan evolve its “Open Happiness” slogan to an equally saccharine: “Choose Happiness”, a strategy that Coke claims ...

[Estimated timeframe:Q1 2015 onward]

...  will enable consumers to make informed choices.  

The US titan intends its UK campaign to imply that there is a Coca-Cola variant to suit every taste, achieving this by more clearly communicating product differentiation.

This latest strategy is inspired by consumer research, which revealed that half of Coke Zero consumers don’t know it contains no sugar or calories, with many respondents unclear as to the difference between Coke Zero and Diet Coke.

Interviewd by UK ad trade tome Marketing Week, Bobby Brittain, Marketing Director for Coca-Cola UK, told the magazine that consumers' lack of knowledge suggests the company’s efforts to build personality behind its brands has done little to enhance consumers’ understanding of its products.

Admits Mr Brittain: “We’ve failed to communicate clearly enough the product differentiation.”

“That’s a major wakeup call for us. We need to ensure that we are enabling consumers to make an informed choice.”

The move will not mean a drop in marketing investment, as the company claims it will increase investment, both across the entire Coca-Cola portfolio, and in each of its individual products.

Read the original unabridged Marketing Week.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=6530

Unilever to Invest in Tech Startups Via Crowd-Sourcing

Trend Summary: Unilever has launched a new crowdsourcing platform to enable its brands to directly invest in start ups.


Unilever's new direct crowdsourcing platform, named IDEAS, is an initiative to support the FMCG titan's plethora of brands by involving new and innovative marketing start-ups in the fields of digital, content, social and mobile. The Anglo-Dutch giant hopes that the new strategy will enable it to increase its investments in individuals with new ideas, for example ...

[Estimated timeframe:Q1 2015 onward]

... students and film makers.

In a recent interview with Marketing WeekUnilever’s senior vice president of global marketing Marc Mathieu said: “We think Unilever consumers will respond better to marketing ideas created by their peers, opposed to the cumbersome process of our internal marketing team going through briefs step-by-step, as there’s more of a spontaneity and honesty about the indie creative process".

Added Mr Mathieu: “Through the Foundry we’ve already started to work with people making ibeacon tech and AI, concepts that are the next big wave of technology. Some of our investments will lose, some will win, but we know some will emerge and be as big if not bigger than Facebook.”

The Unilever VP also implied that his company is interested in virtual reality technology, noting that “Platforms like Oculus Rift, once [they become] mainstream, will render experiences into people’s lives which will certainly impact the way we bring our brands alive and into consumers lives.”

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=6524

Digital to Drive New Personalised Customer Services

Trend Summary: The rise and rise of digital media is driving businesses to offer personal and intuitive customer experiences.


The digitisation of (almost) everything is changing how businesses evolve services and products for their customers, according to a recent report from multinational management consulting and technology services company Accenture. The digital winners will be businesses that tailor their interactions with consumers to be more personal, ensuring thereby that ...

[Estimated timeframe:Q1 2015 onward]

...  their offerings connect more smoothly with the outside world, creating anticipatory and unobtrusive services.

Three overarching themes are shaping what experiences consumers will welcome and what they will reject,” says Mark Curtis,  the report's author and chief client officer for Design and Innovation at Accenture Interactive.

Predicts Curtis: “Experiences will become more personal, for example through (1) the return of real people in some customer service areas as opposed to entirely automated systems. (2) Organisations will better manage and finesse connections between services, devices and places while (3) intelligent services will anticipate our intent and automatically perform routine, underlying transactional tasks.”

The Trends 2015 report, developed by Accenture offshoot Fjord, highlights nine major design and innovation developments shaping the creation of digital and digitally-enabled customer experiences.

Read the original unabridged Accenture.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: Accenture.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6522

Marketers Urged to "Think Differently" When Targeting Young Girls

Trend Summary: A new report from a youth market research agency urges brands to go beyond "pink and princesses" when advertising to young girls.


Transatlantic youth market research agency The Pineapple Lounge warns that, brands are losing relevance with their target market of young girls in the 8-14 age group. The agency's findings underscore Procter & Gamble's strategy of treating girls in this category as individuals and inspiring them to ... 

[Estimated timeframe:Q1 2015 onward]

... think differently rather than be pigeon-holed.

The effects of the marketing messages seen by this group are far-reaching, impacting on the future roles they see for themselves in business as well as their behaviour as consumers.

The research, entitled Little Miss Understood, surveyed 1,070 girls in the 8-14 age group, revealing their likes, dislikes and what they want from the brands that target them.

According to Jeannie Tharrington, senior communications manager for North America feminine care at P&G: "The 'Always' brand revived its Like A Girl online video for the Super Bowl as it felt the message had struck a chord."

The ad shows girls of different ages acting out what it means to do something ‘like a girl’, for example running. Younger girls are seen to be running as fast and as hard as they can whereas older girls interpret the phrase negatively. It shows a stark contrast between the two age groups.

“Phrases such as ‘like a girl’, which is usually used in a negative context or as an insult, have an impact on a girl’s self esteem so we tried to set out and change its meaning from being an insult to mean doing something amazing,” coos Ms Tharrington.

“We got an overwhelmingly positive response to the video that we posted online so we wanted to find a bigger stage and even larger audience who can help to spread the message further.”

Read the original unabridged Marketing Week.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=6519

Google Debuts 3-D Augmented Reality Scanner

Trend Summary: Google's ambitious plan to scan the whole world in 3D could be available via a smartphone app before the end of 2015.


Google’s 3D-scanning camera, code-named Project Tango, has graduated from the company's experimental laboratory and is about to enter the real world. Starting life as a concept for smartphones, the so-called ScanCam is able to scan the world around it in 3D, enabling it to create a model that could ...

[Estimated timeframe:Q1 2015 onward]

... be used for augmented reality.

The technology could also help make unfamiliar places accessible to people with sight problems, for example providing directions around an unfamilar store.

Project Tango could also eventually be used for mapping the dimensions of a new home before buying furniture.

It could also eventually be integrated into games, enabling children to play hide and seek with animated characters or changing familiar locations into the sites of other animations.

Google's Project Tango Development Kit allows other companies to make apps using the technology, an example being Target Stores, the second largest US retail chain. The technology was used in projects such as Target’s augmented reality app, which scanned shop shelves during the run-up to Christmas and covered them in virtual snow.

In a press release announcing the Tango launch, a Google spokesman said: “We're excited about the continued commitment to developing the technology for our users — we wish our fellow pirates fair winds and following seas.”

Read the original unabridged Independent.co.uk 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: Independent.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6502

UK Ad Association Urges Members to "Change Shape" of Advertising

Trend Summary: Britain's principal advertising body has urged its members – agencies, brand owners and commercial media – to commit to an ambitious New Year's resolution.


The UK Advertising Association this week resurrected it's annual appeal to members to cease competing for a single morning and work together to shape the role, rights and responsibilities of advertising. This is the principal theme of the AA's annual LEAD summit meeting which brings together more than three hundred business leaders to ...

[Estimated timeframe: Q1 2015 onward]

... debate the challenges and opportunities facing Britain's advertising and marketing community.

Advertising Association chief executive Tim Lefroy acknowledges that "with every industry gathering there’s a risk: that things get a bit too cosy; that we indulge in a little too much self-congratulation; that we skirt around the more difficult questions."

However, Mr Lefroy vows that "in 2015, we won’t allow that to happen. In fact, I believe the conversation will be the toughest yet. Here’s why."

"We’re in the midst of a huge shift. Across technology, consumer expectations, economics, politics and business, the pace and scale of change is dramatic, and to secure those benefits and earn support, advertising – which has become so ubiquitous in our daily lives – must renegotiate its deal with the world out there."

"The AA pushes a very simple message in support of advertising: encourage brands to invest; allow media to monetise new content and services; and help our agencies to build on the UK’s global leadership position. Do that and society benefits just as much as advertising, but along the way we face debates that are anything but simple."

"At the heart of it all, from search to social and everything in between, is the advertising-funded internet. It’s a UK success story. New ideas start here. But being at the boundaries of what’s possible also puts UK advertising front and centre in difficult debates around data, transparency and fairness."

Read the original unabridged Guardian.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 Guardian.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6483



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