53 Marketing Trends found for Innovation / Other

... taking advantage of the oppportunities.

Machine learning is one of the most powerful and versatile information technologies available today, however most companies have not yet begun to put it to use.

One recent survey of 3,100 executives in small, medium, and large companies across seventeen nations countries found that fewer than 10% were investing in machine learning.

According to the survey, a number of factors are restraining the adoption of machine learning. Specifically: Qualified practitioners are in short supply while tools and frameworks for doing machine learning work are immature and still evolving.

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.

... more ads in its news feed.

According to Ceo Mark Zuckerberg, artificial intelligence could help advertisers to identify which audiences to target on Facebook.

He also predicts that video will become the largest driver of Facebook’s business over the next two to three years, while messaging could  deliver dividends within five years.

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.

... the world's top two hundred advertisers have shifted media-buying away from their ad agencies and brought it in-house thanks to their new-found ability to buy media programmatically.

According to Wieser, his analysis is based on a "recent check with industry contacts". He also notes that "fifteen of the top two hundred advertisers have taken media-buying away from their ad agencies and brought it in-house because of their ability to buy it programmatically". 

He also explained that in-house media buying exists along a continuum, with a range of responsibilities divided between marketer and agency.

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.

... activating small business partners and local marketing leaders able to reach consumers with the correct local context and tone.

A report published last week by Brandmuscle, a Chicago-based localised marketing software company which enables brands to 'own' the local decision point by empowering its network of local distributors, dealers, franchisees and salespeople.

According to Brandmuscle's research, a majority (57%) of local marketers welcome support from global and national brands that sell via distributed local marketing.

Moreover, local marketing spend is on the rise. With local affiliates increasing their spend, 93% of the businesses surveyed said they plan to maintain or increase spending on digital marketing in 2017.

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.

... the nation’s biggest electronic music festival this summer, where they didn’t need to bring a camera or even their phones.

The photo database's  implications for marketers are potentially enormous, although the startup also admits to negotiations to sell its products, to state-affiliated security firms in China and Turkey, along with other nations with poor civil liberties records.

However, the company's youthful founders, 26-year-old Mr Kukharenko and 29-year-old Mr Kabakov, insist there are no grounds for fears that their technology could end up in the wrong hands.

According to Mr Kabakov, these days ownership of a smartphone is ubiquitous, meaning that you can’t opt out of surveillance. "There is no private life. Your government can control you now."

"You take your iPhone or Android phone and it has information about your behaviour, your movements, about what you buy, about who you are talking to.”

Marketers are already salivating!

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.

... rapidly growing.

Whilst researching 1,500 of the world’s largest companies via company filings and records and publicly available information, PwC found that firms in consumer-focused industries, including media, entertainment, food and beverage, and consumer products, are at the forefront of the trend.

Large companies are also ahead of the curve, a trend likely due to their sheer complexity and the greater effort involved in carrying out the necessary digital transformation.

Interestingly the trend also reveals that European companies are hiring CDOs at faster rates than companies elsewhere in the world.

According to PwC, flexibility is perhaps the single most important success factor for executives new to the post of CDO. Those who can adapt to rapidly changing circumstances while staying tightly aligned with their companies’ business goals will be in the best position to lead the way to a full digital transformation.

Read the original unabridged PwC article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... big budget multimedia campaigns.

The Boston-based In-House Agency Forum [IHAF] serves the needs of this growing community of marketers via the delivery of thought leadership, industry insights and networking opportunities.

By 2014 IHAF's membership swelled from 150 to 250 companies and now includes heavy hitters such as American Express, Blue Cross Blue Shield, Boeing, Coca-Cola, HP, Lego, McDonald's, Nestlé and Raytheon.

One of the biggest advantages in having an in-house agency is its unlimited opportunity to learn from within - something external agencies are hard-pressed to do. Being part of the same company, marketers live and breathe the culture and the brand. The client's products are your products.

According to Marta Stiglin, a long-time member of IHAF's board of directors and its former chairman, one of the biggest misconceptions is that IHAF cannot attract and retain the same calibre of strategic and creative talent that external agencies can.

Says Ms Stiglin: "That simply isn't true. What's essential when staffing any type of organisation, internal or external, is that you hire the best and brightest people you can. If you hire "B players," you'll end up with a "B team."

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.

 ... that content.

The CMR was revealed in Nielsen’s first-quarter 2015 report as part of its Total Audience Report, which examines long-term quarter-by-quarter comparisons of different media platforms.

Nielsen measures its total usage of these platforms among adults by age, race and ethnicity. It also breaks out digital measurement into video, streaming audio, and social networking.

TV connected devices yield a 97 million reach - 40.4% of the population for US adults aged 18 and over; 2.9 days/week and 174 minutes/day of usage; and 202 minutes/adult per week.

Read the original unabridged Media Daily News Report.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... it's in-house brand teams.

The move was first reported by ad-trade bible Advertising Age, which quoted a PepsiCo executive as saying it has a “procurement playbook” its marketers can dip into should they feel overwhelmed by the additional responsibilities.

While PepsiCo's move will undoubtedly result in redundancies, having procurement reallocated to its brand teams chimes with the soft drinks titan's wider efforts to create a leaner organisation.

Says a Pepsi spokesperson: "We continue to evolve our operating model to be more efficient and effective. These changes are made with careful consideration and are necessary for us to stay competitive while meeting the future needs of our business".

"Unfortunately, as a result of these changes, some positions have been impacted. These are never easy decisions but we are committed to supporting affected employees by offering severance packages and comprehensive career transition support.”

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.

... 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.