53 Marketing Trends found for Innovation / Other


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Email Epidemic Damages Efficiency, Claims Expert

Trend Summary: A renowned UK psychologist reports that compulsion to deal immediately with incoming emails causes UK employees to be less productive than those in other nations.


According to Sir Cary Cooper, professor of organisational psychology and health at Lancaster University and former advisor to the UK Government Office for Science on mental health in the workplace, the effect of what he dubs "an email epidemic" is ...

[Estimated timeframe:Q2 2015 onward]

... not good for the health of the UK.

Sir Cary is also concerned at the possible adverse effects on people who work at nights and weekends on inbound and outbound emails, and advocates an imposition of limits on internal email.

"We need to ban emails [sent and received] within the same building," he said, and instead argues for face-to-face meetings and phone calls.

To underscore his point, Professor Cary referred to recent data from the Office for National Statistics which indicate that the UK has the second-lowest rate of productivity of all leading G7 industrial nations, lagging the USA, Germany, France, Italy and Canada.

However, Sir Cary acknowledges that email use is not the only factor involved, citing Britain's developing "macho culture", in which employees want to be seen to be available by email at all hours, causing stress and depression and making workers less efficient.

French IT services giant Atos, made headlines in 2011 when it revealed it was banning the use of internal emails as part of a longer-term goal of ending email use altogether.

 Read the original unabridged BBC.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: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6595

Flying Car Set to Take Off, Destination: Consumer Market

Trend Summary: After decades of sci-fi promise, a Slovakian-based company is set to revolutionise the auto market with a flying car commercially available to the public by 2017.


In a move which could eventually revolutionise the international automobile industry (and have marketers smacking their lips), Slovakian company AeroMobil this week unveiled its latest prototype - an elongated, road-ready vehicle with stowable wings that is able to ...

[Estimated timeframe:Q1 2015 - Q4 2017]

... to navigate both city traffic and cruise the airspace between the world’s airports.

Addressing this week's SouthbySouthwest event in Austin, Texas, Aeromobil co-founder and ceo Juraj Vaculik said that his company plans to bring flying cars to market sooner rather than later.

The first commercially available model is expected to be a two-seater with a 435-mile range, take-off speed of 81 miles per hour, top air speed at around 124 miles per hour and an autopilot function.

“We are now scaling up quite fast, building the team, and the plan is that in 2017 we’ll be able to announce the first flying roadster,” Vaculik told CNBC.

“The point is not only to showcase that it’s possible to marry together a plane and a car, but to really commercialise it.”

Read the original unabridged Forbes.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: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6543

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

TV to Emulate Online With Targeted Ads

Trend Summary: Advertisers and TV networks are using new technologies to pinpoint specified audiences.


Until recently, Choice Hotels International, the holding company for the Comfort Inn and Sleep Inn hotel chains, regarded ABC’s Good Morning America as the prime TV programme for targeting likely travellers. This assumption, however, is no longer valid thanks to a seismic shift in ...

 

[Estimated timeframe: Q4 2014 onward]

... marketing thinking.

These days Choice Hotel's marketing minds have concluded that their guests also like reruns of Big Cat Diary on the Animal Planet channel, via which they can reach a similar audience for far fewer dollars.

In reaching that conclusion, the marketers are emulating digital advertising techniques by using new sets of data to pinpoint viewers with far greater accuracy than the traditional demographic categories of age and gender.

A new crop of tools from companies such as Simulmedia, Nielsen Holdings, Rentrak and TiVo is now available, enabling advertisers and agencies  to apply the lessons of “Big Data” to television.

As the rise of digital and mobile advertising increasingly diverts ad dollars from the big cable companies and TV broadcasters, networks and advertisers alike are crossing their fingers in the hope that the new technologies will be able to leverage huge databases with information on which products consumers buy and which obscure TV shows they watch.

Assuming they succeed, America's TV advertising landscape will become increasingly similar to its online rival. And, as with most things American, the trend will migrate across the Atlantic.

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=6456

Google vs Amazon Delivery War: Is Europe Next?

Trend Summary: In a move reminiscent of the monster movie battles between King Kong and Godzilla, two real-life tech titans are set to vie with each other in the same-day delivery services market.


In a move that will likely spread to Europe and beyond, Godzilla Google this week hurled down its same day delivery service gauntlet at the feet of King Kong Amazon. The search titan's former Shopping Express service has been officially rebranded Google Express. Emulating Amazon's groundbreaking service, Google's "me-too" offering enables consumers to ...

[Estimated timeframe: Q4 2014 onward]

... order items from selected local area retailers for same-day or overnight delivery.

Google also announced that it is expanding the program to three more cities - Chicago, Boston and Washington DC, which now are part of the same-day delivery service area.

This supplements the existing services enjoyed by residents of New York, Los Angeles and San Francisco.

Says Brian Elliott, Google Shopping's head of partnerships: "With more cities, more merchants and more of your favorite items, Google Express is on its way toward making your life easier by helping you get even more errands out of the way."

Inspired, presumably, by his own Herculean hype, Mr Elliott proclaims: "We hope to give you [presumably US consumers?] more free time - and we can't wait to hear about all the things you do with it."

Seemingly, it's only a matter of time before the Google vs Amazon mega-spat crosses the Atlanctic. European consumers are rubbling their hands!

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=6428

British Retail Consortium Promotes 'Pop-Up Shops'

Trend Summary: The rising popularity in the UK of "pop-up shops" has inspired the British Retail Consortium and mobile network operator EE to back new pop-up retailers.


Recent research has revealed that so called "pop-up shops" contribute £2.1bn annually to the UK economy. Moreover, the sector is predicted to grow by 8.4% over the next twelve months. In the light of which, proponents of the retail phenomenom believe that if the many barriers to pop-up retailing (finding appropriate flexible space, obstructive business rates and rents, lack of flexible short term contracts, and lack of access to technology) were reduced, then ...

[Estimated timeframe: Q3 2014 onward]

... double digit growth could be achieved.

Says Richard Lim, head of business information at the British Retail Consortium: “We’re only at the beginning of the pop-up revolution”.

Added Mr Lim: “The novel use of temporary spaces showcases the innovative nature of UK retail which continues to adapt to consumer demands and structural changes occurring throughout the industry.”

To support retailers, the BRC and telecom giant EE have jointly launched a campaign spearheaded by Ross Baily, ceo of specialist property agents Appear Here. The campaign aims to remove the barriers that currently are deterring pop-ups.

The campaign includes a ‘How to start a pop-up shop guide’ which contains advice from pop-up entrepreneurs.

Meanwhile, EE has created a 4G Pop-Up bundle designed for pop-up retailers. The bundle provides pop-ups with an instant 4G connection for thirty days and can include other products such as the iZettle payment card reader.

There will also be mentoring from EE, BRC and Appear Here to support people who want to establish a pop-up shop.

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: http://marketingtrendtracker.com/article.aspx?id=6371

Amazon Debuts a New Smartphone Shopping Era

Trend Summary: Amazon has unveiled its own smartphone - a move that poses a massive threat to retailers worldwide.


Amazon's new phone, branded Fire, features two new breakthrough technologies - Dynamic Perspective and Firefly - which enable users to view and interact with the web  through a whole new lens. Dynamic Perspective uses a new sensor system to respond to the way in which you hold, view, and move Fire, enabling a user to ... 

[Estimated timeframe: Q2 2014 onward]

... enjoy facilities unavailable on other smartphones.

Firefly quickly recognizes things in the real world — web and email addresses, phone numbers, QR and bar codes, movies, music, and millions of products, enabling users to take action in seconds simply by pressing the Firefly button.

The new smartphone also offers audio recognition, a feature that will likely attract advertisers focused on second-screen marketing. The technology could also pick up on audio clips to serve consumers related content or ads, similar to Facebook’s new Shazam-like feature.

Richard Guest, president of the US arm of ad agency Tribal Worldwide, claims that Firefly is able to to find products on Amazon within seconds. This facility, according to Guest, is a potential gamechanger in how consumer-goods brands (many of which may have never seriously focused on e-commerce) merchandise their products on the shopping platform.

"It will rapidly accelerate showrooming that retailers are already trying to combat in different ways," Guest opines, although why the adman has opted to act as an Amazon spin doctor is unexplained in the AdWeek article. There is no mention of the global retail titan on Tribal Worldwide's website.

Hope, however, springs eternal in the human breast.

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=6348

Free Shipping Fuels Online Shopping Demand

Trend Summary: In the online world of online shopping free shipping is the key to conquest, according to the latest “Pulse of the Online Shopper” survey conducted by comScore.


The comScore survey, reveals that a massive 93% of US online shoppers have taken some type of action that enables them to qualify for free shipping. Such actions range from adding more items to their shopping cart (58%) to choosing the slowest transit time (50%) to searching for a promo code (47%). It also transpires that ...

[Estimated timeframe: Q2 2014 onward]

 ... 80%-plus of customers are willing to wait an extra two days for delivery in return for free shipping.

A third will wait more than five extra days.

According to UPS retail director Bala Ganesh: “I think the key thing that we see is that the cost of delivery still trumps the timing of the delivery. As long as it’s cheap and hopefully free, people are willing to wait for those deliveries.”

The cost of shipping is also a major factor in a customer's completion of the ordering process. The survey reveals that an eye-watering 58% of customers abandoned their shopping carts because shipping costs were higher than expected, while half quit the buying process because they didn’t qualify for free shipping.

Delivery company executives and analysts typically dismiss the notion that e-commerce will generate demand for same-day and overnight shipping, and the new survey adds fuel to their fire.

And although same-day delivery does provide instant gratification, it is usually significantly more expensive – especially outside the biggest cities – and most customers aren’t willing to pay the extra price.

Despite which, tech companies like Uber, Google and Amazon are all experimenting with their own versions of extra-fast delivery services.

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: Blogs.wsj.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6339

Unilever Accelerates Sustainability Strategy

Trend Summary: Unilever is to expand its sustainable living strategy to include fairness in the workplace programmes, opportunities for women and developing inclusive business.


Unilever ceo Paul Polman, addressing the Making Progress, Driving Change event in London yesterday, said the first three years of the company’s strategy had proven successful and Unilever will in future expand its ethical approach to business. In his address to around one hundred senior sustainability experts - among them academics, NGOs, government and business leaders - Polman explained that Unilever willl continue to focus its scale, influence, expertise, and resources on ...

[Estimated timeframe: Q1 2014 onward]

... making fundamental changes to entire systems - as opposed to incremental improvements.

The sustainable living programme will accelerate plans to tackle several major global sustainability challenges, specifically:

  • Helping to combat climate change by working to eliminate deforestation, which accounts for up to 15% of global greenhouse gas emissions;
     
  • Improving food security by championing sustainable agriculture, and improving the livelihoods of smallholder farmers who produce 80% of the food in Asia and Sub Saharan Africa;
     
  • Improving health and well-being by helping more than a billion people gain access to safe drinking water, proper sanitation and good hygiene habits.

Concluded Mr Polman: “In this way we will leverage our scale and work collaboratively in partnership with others to reach a tipping point in areas that will make a significant difference.”

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: http://marketingtrendtracker.com/article.aspx?id=6318

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: http://marketingtrendtracker.com/article.aspx?id=6183



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