619 Marketing Trends found for Marketing Effectiveness / Consumer engagement


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Nestle Ousts P&G From Ruling the Top Marketing Roost

Trend Summary: According to the latest rankings, Nestlé is now the world’s largest consumer packaged goods company.


The latest analysis by data and analytics specialist GlobalData, reveals that the marketing world's former Numero Uno, Procter & Gamble, has been relegated io second place by ... 
[Estimated timeframe:Q1 2018]

... Nestlé.

GlobalData bases its top-25 rankings on market capitalisation valuations, together with end-of-year numbers from publicly traded Consumer Package goods companies, along with its own latest annual reports.

Consumer Packaged Goods companies filling out the top 10 are:  The Coca-Cola Company ($196.6bn), PepsiCo ($166.9bn), Kweichow Moutal ($153.7bn), Unilever ($153.3bn), L’Oreal ($125.8bn), Kraft Heinz ($94.2bn) and Diageo ($90.4bn).

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: www.mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7338

Consumer Data Predicted to Take Future Control of the 'Marketing Cloud'

Trend Summary: Consumer data is predicted to control the 'Marketing Cloud' of the future.


Many marketers believe this arena will be dominated by whoever controls the most and best consumer data, combined with the opportunities to connect that data with ...

[Estimated timeframe:Q1 2018]

... massively scaled touchpoints.

These companies will have reams of consumer data and multiple oportunities to capture value from that data in the targeting, measurement and optimisation of all forms of commercial communication.

Such communications will range from email, digital banners, digital video and TV ads to e-commerce personalisation, snail mail and telemarketing.

Meantime providers of these capabilities have recentlly adopted the term Marketing Cloud, a not inappropriate label given the importance of cloud storage and computing in making this all happen at massive scale.

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: http://marketingtrendtracker.com/article.aspx?id=7292

AI Increasingly Used to Leverage TV Audiences

Trend Summary: Although TV still reigns supreme, digital video now plays a similar role in audience engagement.


Multiple studies have shown that advertising geared toward stimulating an emotional response is significantly more effective than value-driven advertising, which is why many brand marketers have become ...

[Estimated timeframe:Q3 2017]

... almost religious about creating video content that moves people to smile, laugh, cry or be surprised.

This is obviously where the art of advertising is alive and thriving: talented creative directors need not fear being replaced by AI at any time soon. However the science of emotional advertising is also emerging. Brand marketers and agencies that take this seriously are using AI technology to measure the emotional effectiveness of their creative efforts.

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: http://marketingtrendtracker.com/article.aspx?id=7252

Australian Bank Woos Customers With AI Driven Chatbots

Trend Summary: Chatbot apps foreshadow a bigger trend for Australian startups.


Chatbots - apps that simulate intelligent conversations with customers - are robots that chat. They engage directly with customers who ...

[Estimated timeframe:Q3 2017]

... ask questions relating to a company, its products or general activities, then they reply with relevant responses in real time.

Integrated directly on the most popular messaging platforms such as Facebook, WhatsApp, Skype and SMS as well as company specific websites, chatbots represent a means for businesses to improve the customer experience overall through more efficient communication.

Ubank, an established online banking platform in Australia, recently integrated the country’s first "artificial intelligence chat bot for home loans,” which is an example of the type of processes, such as home loan lending, that can be streamlined with the technology.

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=7236

Digital Imaturity Is Stumbling Block For B2B Marketers

Trend Summary: B2B marketers cite lack of 'digital maturity' as a stumbling block to growth and success. 


According to recent data from eMarketer and MIT Sloan Management Review, many B2B marketers and managers realise that there are steps their organisations must  take in order to ...

[Estimated timeframe:Q3 2017]

... increase their company’s digital maturity.

Despite this realisation nearly 40% of marketers agree that their company needs to improve digital strategy and innovation.

Moreover, 23% of the survey sample said their organisation needs to develop better recruitment strategies, as well as managing and developing their progress.

A further 13% said their company needs to better develop and deploy digital capabilities, such as cloud and analytics.

Despite these hurdles, most marketers agreed that a digital transformation is necessary not only to remain competitive, but also to keep pace with disruptive technologies and evolve with shifting consumer expectations.

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=7229

Shoppable Ads Set to Become Marketing's Next 'Big Thing'

Trend Summary: Shoppable ads are on course to become the next big thing in influencer marketing.


So called 'Shoppable Ads' have soared in popularity over the past year, turning social media users into shoppers and enhancing the click-to-buy platform. Not only do these new features offer marketers the opportunity to ...

[Estimated timeframe:Q2 2017]

...  enhance their targeting beyond gender, age, and location, they also enable brands to run direct response campaigns with measurable results versus brand awareness promotions.

These ads act as 'call to action' buttons within users feeds, giving marketers and brands a more direct method to target users within an application.

Moreover recent research from Bloglovin found that 63% of marketers have increased their budgets for influencer marketing campaigns this year, hiking the demand for shoppable ads to even greater heights.

Currently, these ads are only available to brands, but as past trends show, it is likely that they will soon be available to influencers taking part in brand campaigns, as well, changing the growth, results and accountability of these operations.

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=7216

Tech Titans Rule Global Brands Roost

Trend Summary: Technology giants Google, Apple, Microsoft, Amazon and Facebook snare the top five places in the 2017 Brandz ranking.


The annual Brandz ranking study, conducted by WPP and Kantar Millward Brown, combines measures of brand equity based on interviews with over three million consumers about their perceptions of ...

[Estimated timeframe:Q2 2017]

... thousands of global brands.

The study, now in its twelth year, also provides an analysis of the financial performance of each company determining their brands overall value, taking into account regional differences and customer perceptions.

According to Jane Bloomfield, Kantar Millward Brown’s head of UK marketing: “The superstar technology brands in the BrandZ global top 100 are capable of abundant innovation, using their platforms to create connected ecosystems that meet multiple needs and make our lives easier.”

Despite hitting a major low among advertisers after The Time’s exposé earlier this year, Google’s brand value remains buoyant among consumers. The advertising ‘duopoly’ of Google and Facebook also appears to show no signs of slowing, as combined they attracted one-fifth of global adspend across all media in 2016, with Google pulling in the lion’s share of $79.4bn, versus its rival's total of $26.9bn.

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=7194

Samsung Launches Smart Home WiFi System

Trend Summary: Smart home Wi-Fi connectivity and control is on the cusp of consolidating into a single network solution for consumers.


Samsung’s Connect Home smart Wi-Fi system, introduced at a launch event earlier this year, is set to hit the market later this week. For the first month of pre-orders, transnational consumer electronics corporation Best Buy will be the ... 

[Estimated timeframe:Q2 2017]

... exclusive retailer, according to Samsung.

According to Bill Lee, vice president of smart home product marketing at Samsung Electronics America, in addition to connecting to and managing smart home devices, the increasing number of connected devices within homes also requires faster Wi-Fi.

Says Lee: “Today’s smart homes have the power to deliver simple and efficient automation, but as families stream more content and buy more connected devices, it’s a struggle to get fast, reliable and extendable Wi-Fi coverage."

Enthuses Mr Lee: "With Samsung Connect Home, we’re redefining the whole home network to finally offer families a simple solution that expands Wi-Fi coverage throughout the home while offering the ability to monitor, automate and control smart devices using Samsung SmartThings.

The system can be configured using Samsung’s Connect smartphone app, which guides users through placing the units in the most effective locations, according to Samsung.

The app also includes connected device management capabilities, such as setting parental controls and granting guest access to the network.

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: http://marketingtrendtracker.com/article.aspx?id=7192

Marketing Mammoths Unite to Block Annoying Ads

Trend Summary:  Google's Chrome browser will soon come with preinstalled technology that will block the most annoying ads.


IT titan Google annouced yesterday [June 1] the launch of a tool dubbed The Ad Experience Report. The tool will basically score a publisher's site and inform them which of their ads are deemed to be ... 

[Estimated timeframe:Q2 2017]

... "annoying experiences."

Google's move, anticipated since word got out in April, will impact the entire advertising ecosystem because Larry and Sergey's Chrome is the world's most popular web browser for desktop and mobile users alike.

According to Sridhar Ramaswamy, senior VP of ads and commerce at Google: "We've all known for a while that the ad experience is a real problem, that has confused and angered users".

"We realised that solutions such as ad blockers punish everybody, including publishers who develop great content and are thoughtful about the ad experience they put on their site."

However, Google isn't calling its technology an ad blocker, instead classifying it as a "filter" that removes the ads that consumers hate most.

The hate list include pop-ups, ads that flash quickly, change colors or force people to wait ten seconds before accessing content on a publisher's page.

The plan to install such software on Chrome is a result of work by the Coalition for Better Ads, whose members include Google, Procter & Gamble, Unilever, WPP's GroupM, Facebook, Thomson Reuters and The Washington Post along with the Interactive Advertising Bureau and the Association of National Advertisers.

Read the original unabridged Adage.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7191

Google Moves In On Artificial Intelligence for Marketers

Trend Summary: At its recent I/O [Input/Output] conference Google told marketers and advertisers it’s time for those who hesitated to take another look.


For many years, the idea of delivering robust personalisation and relevance in online advertising was aspirational, causing some marketers to pause. However, according to Ben Rubenstein, president of Denver based Possible Mobile, a developer of iOS and Android mobile apps for popular major brands it's ...

 

[Estimated timeframe:Q2 2017]

... time for those who hesitated to take another look.

Google positioned Instant Apps as an on-boarding tool for new users of the full app. However, marketers will now also have the ability to provide a slimmed-down version that may suffice in scenarios like one-day visits to a city or attendance at a two-day music festival.

These apps appear in Google search results and there could be multiple versions of the slimmed down app in order to match the users search term and needs.

The experience is seamless to the user and will create a new vector to generating a sale or an app install.

The ability to execute a transaction in the app may actually downplay the need for a full install in some instances. The difficulty of getting a full app into an instant app will vary; Google provided a 4 to 6 week level of effort.

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: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7181



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